Dr Mumbo

Russel Howcroft’s advertising wars: Qantas vs Virgin

Dr Mumbo loves a good barney, but with the global toll from COVID-19 mounting, businesses struggling, and media taking an absolute battering, he isn’t sure how much fight many brands will have left if they make it out the other side.

But even though Australia’s airlines Qantas and Virgin find themselves firmly grounded on Struggle Street, adland’s Russel Howcroft says an “all-out-war” between the two brands is exactly what we need.

War. What is it good for? Well, absolutely everything, according to the soon-to-be 3AW announcer.

“There’s nothing better for the consumer and for media companies than a war – as in an advertising war,” he said in Nine’s Big Ideas Store today about which brands he wants to attract to his new radio program.

“And we need an all-out war between Virgin and Qantas. They’re obviously not advertising now, but when it’s time for them to advertise, I want them to get on 3AW to the max – both Qantas and Virgin. Have a fight. Everyone wins.”

Fight, fight, fight

‘Have a fight, everyone wins’. Dr Mumbo might get that printed on a t-shirt and wear it to the next advertising industry awards night.


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