Watchdog rules on 'disturbing' Macca's ad | Ad of the Month revealed | Fairfax dumps daily Nielsen ratings | Tourism Australia's Dundee strategy | Toyota ad banned | Westfield 'avoids stereotypes', targets mums | Sandra Sully's promotion | 53 new jobs

[View Newsletter Online]( [Mumbrella Newsletter]( Two weeks until Mumbrella Awards first entry deadline Are you leading a successful sales or marketing team? Has your agency been kicking goals for your clients over the last year? Are you leveraging data, collaboration, user experience and more to create cut-through campaigns? Are you producing great commercial, film or TV content? The 2018 [Mumbrella Awards]( will recognise all of this leading work and more across 31 categories. You don’t have long, [get those entries in now.]( News [McDonald's 'Go Full Summer' ad cleared of being 'paedophilic' and showing 'disturbing' shots of kids]( McDonald’s has had its ‘Go Full Summer’ commercial cleared by the ad watchdog, despite complaints labelling the ad “offensive”, “sexual”, “inappropriate” and “disturbing”. When the ‘Go Full Summer’ campaign launched, Mumbrella commenters said the ad was “saddening” and “a disgrace”. [READ MORE »]( Features [Bringing back an icon: The strategy behind Tourism Australia's Crocodile Dundee campaign]( Resurrecting a three-decade-old icon was Tourism Australia’s solution to North Americans’ reluctance to travel Down Under. Mumbrella’s Paul Wallbank explains how the organisation tapped into Hollywood’s enthusiasm for remakes and used programmatic to reinvent Australia’s brand. [READ MORE »]( Features [Apple's same-sex marriage campaign wins Mumbrella's Ad of the Month for February]( Mumbrella’s new Ad of the Month initiative has its first winner, with the industry choosing between Subaru, Apple, Qantas, NAB, Lord of the Fries and American Express. Winning Ad of the Month for February is Apple Australia’s iPhone X advertising campaign which features the celebrations of newly married same-sex couples. [READ MORE »]( News [Fairfax Media pulls out of Nielsen's digital content ratings]( Fairfax Media’s Metro Division is no longer tagging its platforms for Nielsen’s daily digital audience measurement solution, Digital Content Ratings (DCR). The metric, which was originally announced in 2014 after Nielsen won the IAB’s online measurement contract, gives publishers, agencies and brands daily digital audience data across video, audio and text for the first time. It can be measured across computer and mobile devices. [READ MORE »]( Opinion [Calling your customer 'babe' is taking personalisation a step too far]( After Jessica Hodkinson fell victim to an over-familiar EDM ambush, she wondered if marketers might have finally crossed the personalisation line. Last week, I received an email with the following subject line: ‘Babe, those shoes you wanted are now on sale.’ Even though it caught my attention, it also made me cringe and feel a little uncomfortable. So I decided to post about it on LinkedIn. [READ MORE »]( Features [How to build a Google Assistant platform, from someone who's actually done it]( Officeworks was the very first Australian retail brand to get access to the Google Assistant platform. Speaking at Mumbrella’s Retail Marketing Summit, the team detailed the trials and tribulations of playing guinea pig. If you’ve been to a marketing conference lately, you will have heard speakers wax lyrical about how great voice is. But while it’s all exciting in theory, the nuts and bolts of putting something as complex as a voice assistant together can leave marketers wondering if it’s really all worth it. [READ MORE »]( News [Westfield targets mums in campaign it says 'steers clear of stereotypes']( Westfield has launched its autumn campaign targeting their core demographic of “mums”. The tagline for the campaign is ‘Whatever your priority, you’re ours’ and shows women putting on lipstick, playing with children, cooking, watching kids play sport and having wine at a dinner party. [READ MORE »]( News [I'm A Celebrity and Gogglebox boost Ten's share to 17%]( Ten’s entertainment offering boosted the channel’s share to 17% last night, beating Nine’s 16.3%, according to OzTAM’s overnight preliminary metro ratings. The absence of Nine’s Married at First Sight in the 7:30pm time slot, saw I’m A Celebrity Get Me Out Of Here attract 659,000 while the elimination managed 705,000. [READ MORE »]( Sponsored Post 2018 AMI Awards for Marketing Excellence. Entries are now open! The annual [Australian Marketing Institute Awards]( for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices. Head [here]( to participate as an entry, judge or partner. News [Toyota ad banned for showing woman standing with her arms outside the vehicle]( Toyota has had one of its ads banned by the Ad Standards Board for depicting a woman breaking road rules. The ad showed a woman standing in the passenger seat with her arms over the top of the vehicle, with a complaint alleging the behaviour was “illegal, unsafe, dangerous, reckless and risky”. [READ MORE »]( News [Ten's Sandra Sully appointed managing news editor of Ten Daily]( Network Ten’s news anchor Sandra Sully will expand her remit, taking on the role of managing news editor of the media company’s new website, Ten Daily. Sully will continue as presenter of Ten Eyewitness News First at Five in Sydney, and will also be responsible for the editorial direction and management of Ten Daily. [READ MORE »]( News [Air New Zealand unveils 'World's Coolest Safety Video']( Air New Zealand has launched its annual in-flight safety video set in Antartica featuring Hollywood actor and environmentalist Adrian Grenier. This year’s ‘World’s Coolest Safety Video’ aims to show the airline’s commitment to creating a sustainable environment, the New Zealand Antarctic Research Institute and Antarctica. [READ MORE »]( News [Video-on-demand viewing swells with biggest audiences from connected TV, Screen Australia report shows]( Australians are not only watching more video-on-demand than ever before, but they are watching the majority of it through connected television, new findings from Screen Australia show. The 2017 Online and On Demand Report, based on research conducted by Nielsen, indicated massive growth in use of streaming services, as well as a reduction in piracy. [READ MORE »]( News [Type + Pixel wins creative account for Baskin-Robbins]( Brisbane-based digital and brand agency, Type + Pixel, has won the creative account for ice-cream brand Baskin-Robbins. The appointment will see Type + Pixel work on refreshing the brand and raising its profile. [READ MORE »]( News [Post-it sends note into space to prove how sticky it is]( Post-it has sent a super sticky note into space to prove how sticky its notes are. In the second instalment of Post-it’s ‘Will it Stick?’ campaign, a sticky note was attached to a weather balloon and sent 30 kilometres above the Earth’s surface. [READ MORE »]( News [CarAdvice appoints Stuart Parker national sales director]( Former Carsales and News Corp sales manager Stuart Parker, has been appointed national sales director at CarAdvice. In his new role, Parker will work directly with media agencies and represent all major car brands. [READ MORE »]( News [J Walter Thompson creates first work for John West, reviving 'It's what John West rejects' brand positioning]( J Walter Thompson has unveiled its first work for Simplot’s John West since being appointed to the account in November last year. The campaign brings John West’s ‘It’s what John West rejects that makes John West the best’ brand platform back and features a fish with a cloudy eye and droopy fins. [READ MORE »]( News [FORWARD Agency wins PR account for Dry July]( Dry July has appointed the FORWARD Agency as its PR and influencer agency of record for its 2018 campaign. The appointment will see the agency increase awareness for the month-long no drinking challenge and remind Australians and New Zealanders that Dry July raises money to help those affected by cancer. [READ MORE »]( News [Red Agency rebrands to Yellow Agency for the month of March]( Public relations agency Red Agency has rebranded to Yellow Agency for the month of March to support those affected by endometriosis. The agency’s rebrand ties into the annual ‘March into Yellow’ movement created by Endometriosis Australia to raise awareness of the disease. [READ MORE »]( News [SBS launches influencer campaign for Safe Harbour launch]( SBS has recruited influencer agency Social Soup to create a campaign for the launch of its latest drama series Safe Harbour. Leading up to the premiere of the four-part drama series, which goes to air on March 7, Social Soup engaged micro influencers across fashion, entertainment, art and photography to create Instagram stories from an event activation for Safe Harbour. [READ MORE »]( Sponsored Post Sports Marketing Summit returns looking at women’s sports, eSports and the off-season The first sessions have been announced for [Mumbrella’s Sports Marketing Summit,](set to return on July 5 at the Four Seasons Hotel in Sydney. Get a look into the continued growth of eSports and how brands can work with the various virtual leagues; discuss the “death” of the off-season – both the opportunities that it has created and the challenges it presents; and how marketing strategies can change to leverage the burgeoning opportunities in women’s sports. [You can grab an earlybird ticket to the summit today.]( F.Y.I. • [Nova to deliver new Brisbane Broncos podcast]( • [Advertising Standards Bureau rebrands to ‘Ad Standards’]( • [Goodoil opens in Auckland]( • [Bacardi creates #MojitoMoment with influencer-based campaign]( Jobs [53 New Jobs]( MOST DISCUSSED [Tim Ferguson, Paul McDermott and Richard Fidler apologise for 'vile and obscene' 1990s harassment campaign]( [Apple Australia celebrates same sex marriage with 'First Dance']( [KFC acting CMO labels Family Food Fight sponsorship 'total disaster', with brand preparing for end of free TV]( [McDonald's 'Go Full Summer' ad cleared of being 'paedophilic' and showing 'disturbing' shots of kids]( 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.](