Mumbrellacast: The Bachelorette(s) return, Melissa Leong on Junior Masterchef, and indie agencies heat up

This week, Ten’s The Bachelorette delivered the lowest-rating premiere in the show’s history. Despite the shake-up of the format with sister-bachelorettes, the Mumbrellacast team asks, do viewers still care about it?

In agency land, the team weighs in on the opinion that it’s time for independent agencies to shine once more, thanks to COVID-19. Ben Lilley finally put the ‘independent’ stamp on his McCann-led business, and Aden Hepburn compared starting up his indie, Akcelo, to his 15 years at WPP. As clients continue to demand more for less, is it time for them to look for a more nimble partner?

And, Coles released new brand platform ‘Value the Australian way’. Featuring Curtis Stone, lamb chop in hand, plus some everyday Australians, the team might not believe it has reinvented the wheel of advertising, but it does mark an important investment into Coles’ brand ahead of Christmas.

Plus, Brittney Rigby spoke with Masterchef host, Melissa Leong, ahead of this weekend’s launch of its Junior series (25:55). Leong provided insight into what will make Junior Masterchef so charming, and how, off the back of a hugely successful season of the franchise, she thinks it will perform in the ratings.

In the news

  • Coles debuts a new brand platform (1:20)
  • Being independent in agency land (6:23)
  • The Bachelorette is back – but do audiences care? (17:44)

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Music credit: RetroFuture Clean Kevin MacLeod (incompetech.com)
Backbay Lounge Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 3.0 License

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