TODAY’S PAPERS: To be green, use blue; it’s all about smaller packaging; PR and company duties
The Sydney Morning Herald
The highlight of Thursday’s Media & Marketing page of the SMH comes from section editor Julian Lee, who offers an assesment of colour trends in branding, based on the advice of the Color Marketing Group:
“Purple is in. It was last year, only this year it is ‘plummier’ and ‘redder’. Bizarrely, if you want to go green in your branding then use blue, or at least a dash of it in the green.”
Speaking of green, Lee reports that the word that appeared most often on new products last year was “natural”, according to a new survey.
Meanwhile, packaging is going to be a key battleground this year, says the SMH. Mumbrella reported last week the Kellogg’s is experimenting with smaller packaging for its cereal boxes. The same is happening in the laundry powder sector, says the paper.
Unilever has already halved the pack size of Omo, and Colgate-Palmolive will soon be doing the same with Cold Powder, Dynamo, Spree, Fab and Hurricane. Australia is the first country where the company has done this.
And the sequel to the Tranformers movie is set to be a branded content blockbuster, says The Herald, with toy manufacturer Hasbro a key player.
Elswhere in the SMH, the role of company directors in overseeing PR is under the spotlight in the ongoing James Hardie litigation. Oen of those involved told the Supreme Court that directors should not have to sign off press releases so long as they’ve already set the communications strategy.
And the paper also touches on the question of its owner Fairfax’s finances, which issued a statement to the ASX yesterday saying that all was well.
The Australian
The Oz also reports on Fairfax’s woes, wrapping it up in a wider piece, reporting: “Shares in Fairfax Media, the Ten Network and APN News & Media hit record lows yesterday”.
The paper also covers ex-Age editor Andrew Jaspan’s first public appearance since losing his job. In an intriguing insight into the relationship between Fairfax’s print and online properties, he cited the fact that he had no influence over the newspaper’s web site as a key issue. (More detail on this at The Content Makers.)
Advertising Age
In the US, AdAge reported overnight that the final ratings showed that the Superbowl was the most watched in history.
Brand Republic
Michael Johnson, former marketing director of Orange in Australia, has been appointed brand director of travel company Thomas Cook.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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