Marketing

Teddy bears without eyes and ears feature in a new outdoor campaign for  the Royal Institute for Deaf and Blind Children. The campaign has been created by new independent Sydney agency Common Ventures. The outdoor campaign will appear in media space donated by Adshel at sites across Sydney, Melbourne and Brisbane. It is the first piece of advertising for the charity, “in a very long time” and an early project for Common Ventures, launched in September last year. The Common Ventures team of four former Ogilvy Staff is headed by creative director Brian Merrifield. He said: “The RIDBC does an amazing amount of things for deaf and blind children, and we were given an incredibly difficult brief,” he said. “Usually non-profit creative can be message overwhelming, so we wanted to go strong with a direct message. But how do you get people to become a bit more aware about what they do without cramming everything into it? “We had to find something so simple that encapsulated the fact that they help both blind and deaf children. The teddy bear was one of the first ideas that we had and we kept coming back to it because it was so striking.” RIDBC Chief Executive, Chris Rehn said “As a charity, RIDBC puts fundraising dollars back into improving and extending our services so an outdoor advertising campaign on this scale simply wouldn’t be possible without such outstanding in-kind support from the corporate sector,” he said. The post Blind teddies feature in charity poster campaign appeared first on mUmBRELLA.

An iPad app offering 60 Minutes viwers access to behind-the-scenes footage shot straight to number one in Apple’s app store within 24 hours of its launch. As the show aired on Sunday night, topping the prime time ratings with an estimated 1.707m viewers, the app was the most downloaded across all categories in the app store. The app gives viewers exclusive access to original content from the 60 Minutes online series Extra Minutes, such as extended interviews and behind-the-scenes footage of the production process. It also features live polling and program interaction via Facebook and Twitter. 60 Minutes is also part of Nine’s new TV app Jump-in that offers viewers access to exclusive content and live interation while watching shows on Channel Nine, GO! and GEM. The post 60 Minutes app shoots straight to number one appeared first on mUmBRELLA.

Audience measurement company Nielsen has confirmed it won’t be participating in the upcoming Audited Media Association of Australia tender for its web audit service. Nielsen is the current provider the AAMA announced earlier this month that it would open a tender for interested companies to provide metrics including page impressions, unique browsers and unique devices. Managing director for media audience measurement at Nielsen Matt Bruce said: “While we respect the AMAA decision to try a new path, advertisers across all media are hunting for single trusted metrics.” “Nielsen agrees with this view – adoption of an unambiguous measurement currency is an important factor in advertiser confidence and advertiser spend.  That is why TV, Radio, Print, Outdoor and Online all have one media currency.  Subsequently, Nielsen will not be participating in this request for proposal.” “Nielsen will continue to focus on the rollout of recently launched services that increases insight into consumer behaviour and instills confidence in Online advertising; such as Nielsen Online Campaign Ratings, Nielsen Online Brand Effect and additional mobile and tablet measurement services.” The move comes just a month after rival body the Interactive Advertising Bureau, mainly representing Australia’s largest online publishers, extended audience measurement company Nielsen’s contract as the preferred provider of online audience measurement for the industry body without a tender. The post Nielsen confirms it won’t be participating in audit bureau tender appeared first on mUmBRELLA.

ABC youth station Triple J’s sister magazine has closed its bi-monthly publication after News Limited’s custom publishing arm News Custom, shut its Melbourne office. It will continue to publish the Triple J Annual. A statement issued by Triple J said: “This gave us a chance to look at what we’re doing with the magazine, and we’ve decided to focus on the annual edition, rather than a bi-monthly magazine.” Industry news site The Music reports that the move has led to redundancies of the magazine’s entire Melbourne team. Triple J did respond to Mumbrella’s request for comment on this but issued a statement saying: “We’re always evolving ways we reach our audience and we’re really excited about our next annual hitting the shelves.” The post Triple J mag closes with team reportedly redundant appeared first on mUmBRELLA.

Canon Australia has appointed a new GM of consumer marketing for its imaging business. Vivien Lee Having just launched its largest ever consumer marketing campaign, ‘No one sees it like you’, last month, Lee’s focus will be on building the brand as a leader in marketing innovation and consumer engagement. She joins Canon this week from MLC Limited, where she was the head of brand, digital and consumer division of NAB. She has also held previous marketing roles at NRMA and American Express. Lee now reports to Canon’s director of consumer imaging Jason McLean. He said in the announcement: “Vivien’s broad and diverse experience is just what we need at a time of continual and significant shifts in consumer behaviour and the rapid growth of global online commerce. “We were greatly impressed by Vivien’s passion and drive and look forward to her steering the brand as a leader in marketing innovation and consumer engagement.” Canon Australia has backed its consumer engagement strategy with heavy investments in retail partnerships to provide competitive value in comparison to overseas purchases and grow the Australian business. “My leadership team is always focussed on the future and defining Canon’s role in enhancing the consumer experience,” McLean added. “I am very excited to welcome talent such as Vivien to this dynamic team.” The post Canon Australia appoints new Vivien Lee as consumer marketing GM appeared first on mUmBRELLA.

Naked Communications has just been awarded the accounts for Hush Puppies and Clarks footwear after beating two other agencies. The extension of the agency’s position on the Pacifc Brands roster is the first significant win from the Naked  Melbourne office since Tom Ward joined as managing director a little over a month ago. The assignment begins immediately. Naked Communications also looks after communications for the workwear division of Pacific Brands. The post Naked Melbourne wins Hush Puppies and Clarks appeared first on mUmBRELLA.

Risk, regulation and social media is on the agenda for next month’s Mumbrella360. The panel will debate the impact of the current regulatory landscape on social media in a marketing context in the wake of the recent regulatory changes, what might change in the future, possible threats and opportunities for marketers, whether self-regulation goes far enough (or too far), whose responsibility it is to set best practice for how brands should behave, and whether consumers are adequately educated about marketing activity in the online spaces they use at their leisure. It’s a subject which has been hotly debated over the past months, as the Advertising Standards Bureau and IAB were at loggerheads over guidelines for brands using social media in the wake of a move to tighten up regulation and redefine how social media was viewed. Today the Interactive Advertising Bureau issued guidelines on paid social media. The panel includes specialist media lawyer Stephen Von Muenster; Samantha Yorke, director of regulatory affairs and acting CEO of the IAB;  James Quinlan, who sits on the board of the Communication Council’s Social Media Council and is director of social media at creative agency DDB Sydney; and Nick Heys, director of the Australian Competition and Consumer Commission online markets team. Tickets for Mumbrella360 are available via this link. The post Risk, reward and regulation in social media up for debate at Mumbrella360 appeared first on mUmBRELLA.

Industry body the Interactive Advertising Bureau has launched new guidelines aimed at helping marketers and agencies when it comes to the issue of paid social media advertising. The move comes after a number of incidents, such as last year’s Kangaroo Island/South Australian Tourism Commission controversy, which exposed certain social media practices such as undisclosed paid tweeting and which drew significant criticism. “I think (these controversies) were certainly on the mind of people in terms of the fact that there was a clear need to go out and provide some awareness raising in the marketing community about how these platforms can work and the best ways of utilising them to get a message out”, Samantha Yorke, acting CEO of IAB Australia told Mumbrella. There are three sets of guidelines around: paid social advertising, ad verification and mobile and tablet advertising. “We believe these three new guidelines will provide valuable thought leadership and opinion to industry professionals as they plan and execute relevant campaigns,” said Yorke. “IAB Australia is committing to further strengthening the breadth and depth of its library of content and resources to help drive best practice, creativity, innovation and accountability within Australia’s thriving digital economy.” The guidelines on social advertising aim to provide clarity on social media as a marketing vehicle.  According to the IAB they will provide a framework “to set clear campaign objectives and achieve measurable outcomes”  for paid, owned and earned media practices that are being increasingly used by agencies. Meanwhile the IAB’s guidelines on ad verification have been produced in conjunction with the  Media Federation Australia and the Audit Bureau and detail the  best methods and common practices for ad verification. The IAB says the new guidelines will help mitigate potential complications and  common misunderstandings. The final guideline is the relates to mobile and tablet advertising and highlights some of the trends in mt ad sizes offered in Australia with the aim of giving publishers and marketers insight into the optimal sizes to consider when designing apps and also the best ad sizes to help them maximize commercial reach. Yorke is on a panel at next month’s Mumbrells360 which will discuss the regulation of social media. Nic Christensen The post IAB launches paid social media guidelines appeared first on mUmBRELLA.

Ukelele-strumming singer Yasmin Davis has been made the star of a faux nostalgic video campaign extolling the virtues of Instagram and iPads for BT Financial Group The campaign has been created by agency MercerBell to raise awareness about superannuation. David Bell, ECD at MercerBell said the song was meant to reflect the things that might seem important now but might not be important in a decade or two. The campaign will also feature online display ads, pre-rolls on YouTube and social media promotions. He said: “Gen Y are optimistic and care about their financial future – they’re just not interested in it right now. Our challenge was to engage a live-in-the-moment audience with a benefit that’s very future focused.” The clip promotes BT’s website which is aimed at educating people aged between 18 and 24. Bell said: “We learned from research that Gen Y, far from being lazy and entitled, are the first generation to understand that the employment economy no longer rewards loyalty. Instead, Gen Y will flourish with new skills like adaptability, and they will find a better balance of happiness at work by choosing a great culture over great pay.” CREDITS Senior Manager – Super and Investment Marketing, BT Financial Group – Sarah Pinder Marketing Manager – Super and Investment Marketing, BT Financial Group – John Summerhays Executive Creative Director – David Bell Digital Creative Director – Carmela Soares Creative Group Head – Liz Kain Art Director – Sarah Straker Copywriter / Lyrics – Shelley Dodd Executive Producer – Scott Portelli Associate Producer – Pedro Santos Digital Designers – Kylie Lovegrove / Dan Fowler Digital Strategist – Maura Tuohy Group Account Director – Sabrina Antoniou Senior Account Manager – Joanne Whitney Retoucher – Gene Stapleton Director/Director of Photography/Post Production – Mint Films Music – Smith and Western Singer / Ukulele – Yasmin Davis Stylist – Cherith Crozier Makeup Artist – Belinda Kruse The post Ukelele and iPad nostalgia for BT Financial video campaign appeared first on mUmBRELLA.

The Newcastle Knights have launched a promotion giving fans of the NRL team the opportunity to get their Twitter handle on the back of their favourite players. The #GotYourBack promotion is sponsored by betting agency Sportsbet and will see 17 fans have their Twitter handles printed on the Knights jersey for the upcoming Round 11 match against the New Zealand Warriors. “It will provide a great opportunity for the Club and the players to interact with Members and supporters on our social platforms,” said Matt Gidley CEO of the Newcastle Knights. “We are pleased to be involved in such a unique competition with our partner Sportsbet.” The promotion is being claimed by Sportsbet as a first. “This is a first for Australian sport. Never before have fans had their personal twitter handles on the back of their favourite players jersey,” said Ben Hawes, a spokesman for Sportsbet. “Fan engagement is central in today’s environment and this opportunity will not only allow fans to have dialogue over Twitter with their favourite player and club but all of their friends and family will see their twitter handle on TV.” To enter, fans need to tweet @sportsbetcomau the name of their favourite Newcastle player and why they want their @Twitter handle on the jersey. They will also need to include the hashtag #GotYourBack. The post Knights fans get chance to get their Twitter handles on players’ backs appeared first on mUmBRELLA.