Isentia pulls plug on disastrous King Content investment | Bachelorette's late surge | How B-grade acting ruined racism ad | 54 new jobs | Havas set to fight to retain biggest client

[View Newsletter Online]( [Mumbrella Newsletter]( Understand how your entertainment audience is changing and how to adapt Entertainment marketing has changed substantially thanks to technological advances. Hear from Nielsen’s Head of Media Industry Group, Monique Perry, at next month’s [Mumbrella Entertainment Marketing Summit](, where she will reveal the statistics around the d?ays, devices and demographics that entertainment content is consumed. Her session will highlight how audiences tune in to events and where they spend their time digesting this content. Take a look at the full program, featuring marketers from Viacom, Microsoft’s Xbox, Telstra and more. [Grab your ticket]( here. News [Isentia exits content marketing, downgrades profits and ends legal war with Meltwater]( Media monitoring service Isentia has given the stock market a triple shot of bad news with the announcements the company will be exiting the content marketing business, settling its legal dispute with competitor Meltwater and expects a 23% profit decline. Isentia, previously Media Monitors before its 2013 rebrand, acquired King Content two years ago in a deal worth up to $48 million  to move the company into the content marketing industry. [READ MORE »]( Features [The crown that slipped: What went wrong with Isentia’s $48m acquisition of King Content?]( The the wake of the latest news from Isentia and King Content, Mumbrella is republishing this analysis from Steve Jones, which considers where it all went wrong. It was grandly proclaimed as the deal that finally brought validation to the content marketing industry in Australia. [READ MORE »]( News [Australian Defence Force Recruiting set to pitch creative account]( Australian Defence Force Recruiting is preparing to pitch the creative and digital account currently held by creative agency Host/Havas. In a tender notice to market, the Department of Defence is seeking a pitch consultant to assist in the creative and digital pitch process. [READ MORE »]( Features [Campaign Review: The verdict on Virgin's Uptimists and the B-grade actors of HRC's racism ad]( Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Sharon Edmondston, creative director at M&C Saatchi, and Paul Fenton, creative partner at YOLO offer their views on new work for Virgin, the Human Rights Commission, McGuigan Wine and Citi. [READ MORE »]( News [Mumbrella Retail Marketing Summit returns with focus on the customer journey, drone delivery and the role of experience]( Supercheap Auto’s new innovations in store retail, Guzman y Gomez’s use of drones and how the changing face of payments will affect marketers are some of the topics confirmed for the Mumbrella Retail Marketing Summit. After selling out all tickets in its first two years, the event returns on February 28 with an entire stream devoted to a deep-dive on the future of the customer journey. [READ MORE »]( News [Penultimate Bachelorette episode cracks 1.1m metro viewers]( The penultimate episode of Ten’s The Bachelorette averaged more than 1.1m metro viewers last night, according to OzTAM’s overnight preliminary ratings. The ratings for the show, featuring former musician Sophie Monk’s search for love, were the bast for any non finale episode of the franchise since it has been on air. [READ MORE »]( Opinion [If everyone’s a ‘thought leader’, who’s doing all the work?]( The Content Brewery founder Malcolm Auld considers why the pool of knowledge among thought leaders is really just ankle-deep. It used to be simple. Certain people were regarded as experts, because well, they were. They’d tasted blood. Their years of hands-on experience included documented successes (and failures) – proof of their expertise. Their writings, speeches or interviews helped educate others via real life case studies, anecdotes, examples and advice. Their business achievements and industry wisdom were regarded as testimony to their expertise. [READ MORE »]( Features ['It's not advertising, it's communication': Mike Yapp of Google’s The Zoo | Mumbrella360 video]( In the new age of storytelling, the user is in complete control. In order to adapt, hypertelling must become the new advertising, explains Michael Yapp, US director of Google’s The Zoo, during this keynote session from Mumbrella360. Advertising is out and communication is the only way forward, Yapp tells the Mumbrella360 audience. “Your communication has to be always on. Notice what I said, communication. Not your advertisement, which is important.” [READ MORE »]( LinkedIn's Australian Agency Influencer of the Year [The end of innovation]( In this posting from the LinkedIn Agency Influencer program, MediaCom’s Alex Kirk investigates just how forward-thinking the big tech companies really areThe biggest tech companies in the world are innovating – by doing exactly the same things as each other. So, what I did here was to think up a list of all the main tech categories I could think of. [READ MORE »]( News [University graduates 'unprepared for marketing world']( Most university students who complete a degree “are not prepared at all” for the world of marketing, a Sydney breakfast event has heard. Prompted by a discussion on the role of degrees in creating good marketers, James Diamond, managing director of Integral Ad Science told the International Advertising Association’s event those entering the discipline are “underprepared” as courses fail to keep up with the latest thinking. [READ MORE »]( News [Brian Keenan joins Weber Shandwick in strategy role]( Public relations agency Weber Shandwick has appointed Brian Keenan to the position of vice president of strategic planning. Keenan joins the agency from London where he was a strategy and creative planner at PR agency Ketchum for three years. [READ MORE »]( News [Telstra victorious against AOC as Federal Court rules on guerrilla 'I go to Rio' campaign]( The ongoing legal fight between the Australian Olympic Committee and Telstra over the telco’s promotion of the Seven Network’s Olympics app has come to an end with the Federal Court comprehensively rejecting the AOC’s appeal. Launched during the lead up to the 2016 Olympics and featuring Peter Allen’s 1980s hit ‘I go to Rio’, the Telstra campaign promoted the Seven Network’s streaming app despite the telco not being a sponsor of the sporting event itself. [READ MORE »]( News [Google, ABC News and Walkley Foundation expand journalism fellowship]( The Walkley Foundation has extended its news fellowship program in a partnership with Google and ABC News which will see two ‘creative technologists’ offered nine-week roles at the broadcaster and spaces in the Google News Lab program. Open to professionals, undergraduate and postgraduate students, the successful applicants will work in the ABC’s Sydney or Brisbane newsrooms for nine weeks before spending a week at Google’s headquarters in Mountain View, California. [READ MORE »]( News [News Corp appoints new editors for The Mercury and Townsville Bulletin]( News Corp Australia has appointed Chris Jones as new editor of Hobart’s The Mercury, and Jenna Cairney as editor of the Townsville Bulletin. Jones will take the helm of The Mercury after six months as executive editor of The Courier-Mail and Sunday Mail, while Cairney joins The Townsville Bulletin after three years as the Sunshine Coast Daily’s editor. [READ MORE »]( News [Courier-Mail and The Advertiser latest News sites to be redesigned]( The Courier-Mail in Queensland and The Advertiser in Adelaide have joined News Corp’s The Daily Telegraph and Herald Sun by revealing faster, cleaner and easier-to-navigate sites. According to News Corp, regional mastheads including Gold Coast Bulletin, The Mercury, Townsville Bulletin, Cairns Post, NT News, Geelong Advertiser and The Weekly Times will be live by December 15 featuring the new “reimagined experience.” [READ MORE »]( News [Schwartz Media redesigns The Monthly]( Schwartz Media’s The Monthly magazine has been redesigned for the first time since its launch 12 years ago. The new layout, which Schwartz describes as “spacious” and “vibrant” aims to improve the reader experience. [READ MORE »]( News [Australian Open launches bot targeting last-minute ticket buyers]( A new Facebook Messenger Bot has been created to help tennis fans buy tickets to the 2018 Australian Open. Created by Zenith, ‘The Australian Open Ticket Finder Bot’ gives users one of two options ‘buy tickets’ or ‘ticket updates’. [READ MORE »]( Sponsored Post Understand how your entertainment audience is changing and how to adapt Over 170 award entries were received, with Emotive, Flight Centre, OMD and The Monkeys amongst those making the shortlist for Mumbrella’s largest ever [BEFEST Awards](. These will recognise those who are setting the benchmark for branded entertainment work. Join us for a night of celebration as we award the winners for Best Use of Film Craft, Best Use of Music, Best Branded Publication, Best Use of Interactive/Gaming and more. The BEFEST Awards will take place on November 30 at the Sydney Seymour Centre, directly following Mumbrella’s Entertainment Marketing Summit. [Grab your awards ticket here](. FYI • [Gillette takes naming rights for this summer’s One Day and T20 international cricket]( • [Sydney Opera House and Westpac announce new partnership]( • [SCA’s digital platforms beat ARN and Nova, according to Nielsen digital rankings]( Jobs [54 New Jobs]( MOST DISCUSSED [James Greet departs Cummins & Partners]( [University graduates 'unprepared for marketing world']( [Tom Martin and Julian Schreiber exit Cummins & Partners for Special Group]( [Thinkerbell appoints Margie Reid as managing director]( mumbrella.com.au Sent By Focal Attractions Pty Ltd 46-48 Balfour Street, Chippendale, NSW, 2008, Australia If you would rather not receive this newsletter, you can [unsubscribe]( or [manage subscriptions here.](