Roundup: Andrew Bolt’s friendly fire, KIIS snubs Perrottet, Young Rock

Andrew Bolt

• Digital ad fraud, PHD, OMD Sydney, iHeartRadio, the Melbourne theatre industry, Young Rock, and First Day

Business of Media

Fraud and the imminent collapse of digital advertising

Digital ad fraud could be a US$150 billion business by 2025, which would make it the largest criminal enterprise after the drug trade, writes academic Scott Galloway on Medium.

Digital advertising has exploded; even after a Covid-19 dip, it accounts for nearly half of all US advertising spend.

This torrent of money is what fuels Facebook, YouTube, and the rest of the teenage-dystopia-industrial-complex. The transformation of media into social media into a surveillance-based attention economy is a direct result of the digital ad model. But there’s a second externality, and while it’s historically received less attention than the ill effects of algorithmic enragement bias, it’s a problem that’s grown in the shadows into a multibillion-dollar beast. Fraud.

The basic cheat is the fake view. An ad is reported as being served to humans, when it was actually only “seen” by a bot, or by a person in a “click farm” tapping at dozens of screens, or by nothing at all. Networks of fake websites fool the algorithms into believing they are real publications. Measurements of the impact are all over the map, but we know fraud is pervasive. By one estimate, 88% of digital ad clicks are fake.

[Read more]

‘Make the leap’: Omnicom media agency PHD reveals new brand identity

Global media network PHD, part of Omnicom Media Group, has introduced a new mark and refreshed brand identity to reflect its philosophy “Make the Leap” – a call to action for leveraging the power of imagination to drive disproportionate growth for its clients’ business.

Philippa Brown, Worldwide CEO commented, “For over 30 years, PHD has put creativity, innovation, and thought leadership at the heart of the business. Creativity and the power of imagination are what fuel our industry and we believe that only by making imaginative leaps in creativity can we best help our clients flourish and, therefore, leap forward commercially. The evolution of our identity brings this idea to life, with a contemporary and dynamic mark that positions us for the future.”

Mark Holden, Worldwide Chief Strategy Officer, added: “In the modern world, advancements in data and technology have enabled marketers to improve how they target and measure their campaigns. However, while this is hugely important, at PHD, we know that every great campaign starts with a great creative idea. That’s why our new identity focuses on creativity above all else – because it’s the power of imagination that drives disproportionate growth, not just reports and spreadsheets.”

PHD Australia CEO Mark Jarrett said: “I’m very excited about the new look and feel – it brings a modernity to PHD at a time when so many elements of the marketing and media space are evolving due to advancements in data and technology, accelerated by the disruption of the pandemic. PHD’s recent publication, Shift, researched these changes and the updated branding very much reflects the environment the book reveals.”

The updated brand identity, created in collaboration with independent design director, Cosmo Jameson, has been designed with digital, motion, and audio capabilities in mind and reimagined to fully embody the PHD brand ethos “Make the Leap”.

The new branding is being implemented internally and externally across all of PHD’s 100+ markets.

OMD Sydney bolsters leadership, promoting Amanda Watts to General Manager

OMD has promoted Amanda Watts (pictured) from head of Telstra to general manager, OMD Sydney.

The company noted the change in structure is consistent with OMD’s policy of senior executive impact across all clients and is a function of growth in OMD Sydney – Australia’s largest media office. Recent new business wins include Canva and Greencross Ltd. The agency is also home to clients Telstra, Suncorp, McDonald’s, Tabcorp, NSW Government, Qantas, Estee Lauder Companies and Apple.

Kim Hamilton, managing director OMD Sydney, said: “Adding a general manager to OMD Sydney’s bench strength enables the breadth of leadership required to ensure all clients continue to be serviced to the highest standards, by having executive leadership working within their businesses, not just across them. The new role is testament to the phenomenal success and growth that we have experienced recently, and Amanda is absolutely the right person for the job.”

Watts has over 25 years’ experience in agency roles across Australia and Singapore. She has worked on an extensive client base across a number of categories including telecommunications, banking, consumer electronics, alcoholic bevarages, beauty and skincare.

Laura Nice, managing director OMD Sydney, said: “Amanda’s passion for people, leadership style and experience in building teams that deliver to clients’ needs will be something that will drive OMD Sydney to even greater heights. Amanda’s depth of experience is already proving to be of value to the wider national executive team of which she is the newest member.”

Watts said of her new role: “I’m so thrilled to join the executive team to help drive the future growth of OMD Sydney. It’s such an exciting time to be in the media industry, as we navigate ourselves and clients through a changing landscape of evolving issues across areas such as data privacy, legislative changes and sustainability. In addition, we’re in a world which has accelerated trends in remote working, e-commerce and automation. I look forward to bringing my passion for people and culture to this role, helping steer the team to achieve future success.”

Watts’s appointment is effective from November 1. She will remain as head of Telstra until her replacement is announced and then move to executive lead on the account. As GM, she will report into Kim Hamilton and Laura Nice, joint managing directors, OMD Sydney

News Brands

News Corp’s Andrew Bolt says his company’s climate campaign is ‘rubbish’

The prominent Murdoch commentator Andrew Bolt says News Corp Australia’s major editorial campaign to speed up climate action is “rubbish” and the “global warming propaganda” provides political cover for Scott Morrison, reports News Corp’s Amanda Meade.

“Millions of Australian readers would have got a shock this morning when they picked up their Murdoch newspapers around the country,” Bolt told his Sky News Australia audience after the company published 16-page wraparounds in every tabloid.

“Prime minister Scott Morrison will actually be delighted because he can now have the Malcolm Turnbull-type policy that he wants – net zero emissions – and take it to the next big global warming conference in Glasgow in November, knowing that he has the backing of the Murdoch media.”

On Monday, Murdoch’s Australian arm launched a major editorial project, Mission Zero, to “inform Australians about the key environmental and climate issues of our time” in support of net zero emissions by 2050.

[Read More]


iHeartRadio supporting MMAD event ‘Musicians Making A Difference Day’

Every young person deserves someone who believes in them.

That’s why iHeartMedia is joining forces with some of Australia’s leading musicians and industry heavyweights to support MMAD this “Musicians Making A Difference Day” on Friday 15 October.

ARN has launched the Musicians Making A Difference station on iHeartRadio and is inviting listeners to dedicate a song to someone in their life. For every dedication ARN receives before 5pm Wednesday 13 October, it is donating $1 to MMAD.

All dedications will be played across the day on the Musicians Making A Difference station on iHeartRadio next Friday 15 October.

[Listen to the Musicians Making A Difference station on iHeartRadio here]

KIIS FM using former premier Berejiklian in radio jingles in favour of Perrottet

“Freedom day” promotions featuring former premier Gladys Berejiklian are running on a popular Sydney radio station, despite Dominic Perrottet having taken over the state’s top job, reports News Corp’s Ellen Ransley.

At least two KIIS FM station promotions featuring Ms Berejiklian are running, after Breakfast host Kyle Sandilands last week committed to banning Dominic Perrottet from the show.

As part of a segment promoting new music, the radio station used Berejiklian’s quotes, including “all these decisions based on best health advice”, and “I’m more than happy”.

One segment also included Sandilands’ “Get Vaxxed Baby” jingle.

An ARN spokesperson said the reason Berejkilian’s quotes were used was because they were something most Sydneysiders would associate with being in lockdown, having heard the line almost daily, and the overall segment was a celebration of moving to the reopening.

[Read More]


Theatre industry ‘raring to go’ but stuck in limbo

Australia’s peak live performance industry body is pushing for three key dates to reopen Melbourne’s musical theatre blockbusters, reports News Corp’s Nui Te Koha.

Live Performance Australia chief executive Evelyn Richardson said big ticket shows including Moulin Rouge, Frozen, and Harry Potter and the Cursed Child should reopen to 50 per cent crowds in mid-November, 75 per cent on December 1, and full capacity on January 1.

“We have put those dates to (the Victorian) government and we will keep working with them on that,” Ms Richardson said.

Moulin Rouge has postponed three premieres at the Regent Theatre due to lockdown, Harry Potter is at the Princess Theatre, and Frozen at Her Majesty’s Theatre.

[Read More]


Filming on Young Rock season two is under way on the Gold Coast

Cameras have rolled on the new season of Young Rock as the hit Dwayne Johnson series makes a return to Queensland, reports News Corp’s Amy Price.

Following a successful season one shoot in Brisbane, the second season began filming yesterday, moving to Village Roadshow Studios on the Gold Coast.

The biographical comedy series, based on Johnson’s upbringing and rise to fame, will also film on location around South East Queensland in a $47 million investment in the state.

[Read More]

Australian Transgender Series ‘First Day’ Wins International Kids Emmy

First Day, a groundbreaking Australian miniseries about a trans girl adjusting to high school, has won best live-action series at the 2021 International Kids Emmy Awards, reports the Hollywood Reporter’s Scott Roxborough.

The tween drama, starring transgender actor Evie Macdonald in the lead role as 12-year-old transgender girl Hannah, has been hailed as a watershed program for the representation of trans characters on television. First Day airs on Hulu in the United States, on ABC Me in Australia and on CBC Gem in Canada.

[Read More]

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