Ten axes Family Feud | Fairfax fined for Domain ads | Menulog appoints new creative | Telstra exits IAB Board | Ad banned for 'vilifying' blondes | How did Masterchef's 10th season premiere go? | Facebook 'playing underdog' in ACCC inquiry | Will consulta

[View Newsletter Online]( [Mumbrella Newsletter][Mumbrella Newsletter]( 4.6 billion Twitter impressions: The story of Wall Street’s Fearless Girl statue The statue, a young girl facing Wall Street’s iconic Charging Bull, dominated social media almost straight away, reaching 4.6 billion Twitter impressions in just 12 weeks. In June, [Mumbrella360]( will feature a keynote by State Street Global Advisors, creators behind the statue. Liz Serotte will fly in from Boston to talk about about the innovative thinking behind the campaign, and how the firm measured the business impact of this viral sensation. [The full program is online now.]( News [Ten to axe Family Feud after four years]( Ten will axe its nightly game show Family Feud, with host Grant Denyer admitting the network accelerated the program’s demise by running it too frequently. “It did good things but we are probably guilty of driving it into the ground a bit too early, we gave it a bit too much. It’s six days a week, twice a day, plus All Star episodes,” he said on the radio this morning. [READ MORE »]( News [Menulog appoints Clemenger Melbourne to creative account]( Clemenger BBDO Melbourne has won the creative account for food delivery service Menulog, Mumbrella can reveal. Incumbent agency Y&R won the Menulog creative account in February last year after a competitive pitch saw the food delivery service part ways with M&C Saatchi. [READ MORE »]( News [Fairfax Media fined $15k for Domain ad]( Fairfax Media has been fined $15,000 over a newspaper advertisement it printed two years ago promoting its real estate arm, Domain. The ad, which ran in 2016, contained the phrases ‘#1 property app in Australia’ and ‘the most property listings in Sydney are on Domain’. [READ MORE »]( News [Telstra exits IAB Board]( The Interactive Advertising Bureau of Australia (IAB) has suffered a blow to its Board, with Telstra withdrawing and others in discussions, Mumbrella understands. The Board, which is made up of News Corp, Yahoo7, Telstra, REA Group, Carsales, Google, Simpsons Solicitors, Fairfax Media, Nine and Facebook, are understood to pay $150,000 each year for their place. [READ MORE »]( Opinion [News outlets air grievances and Facebook plays the underdog in ACCC inquiry]( As the ACCC enquiry gets well underway, Queensland University of Technology’s Andrew Quodling separates fact from fiction in this crossposting from The Conversation. The recent Cambridge Analytica scandal and congressional testimony of Facebook CEO Mark Zuckerberg has brought global attention to the power and influence of Facebook as a platform. It has also invigorated discussions about how such platforms should be regulated. [READ MORE »]( News [Premieres of Masterchef and House Rules unable to beat The Voice on Monday night]( Nine’s The Voice came out on top for Monday night, defeating both the premiere of Ten’s 10th season of Masterchef Australia and Seven’s House Rules. Ten’s Masterchef Australia averaged 890,000 metro viewers, whilst Seven’s House Rules premiered with just 607,000. [READ MORE »]( Opinion [When the magic of creativity finally dries up, will the consultants save us?]( As belief in creative magicians begins to wane, Michael Farmer offers hope in the form of another mythical creature: the analytically-minded consulting tribe. Before primitive man invented religion and prayed to gods for intercessions, man was isolated and alone, facing an uncertain and terrifying world that worked by its own logic. [READ MORE »]( News [Radio ad for Charlotte Pass Alpine Resort lambasted for 'outdated stereotype' suggesting blondes are stupid]( A radio advertisement for a ski resort in Kosciuszko National Park, Charlotte Pass Alpine Resort, has been banned by the ad watchdog for using an “outdated and poor stereotype” suggesting blonde women are unintelligent and have hollow heads. The ad, which aired on the radio, is voiced by former TV game show host John Burgess and commences with a joke about blonde snowmen saying “Why does it take longer to build a snowman than a regular one? You have to hollow out the head”. [READ MORE »]( Sponsored Post Reset Your Thinking & Accelerate Your Career Take your career or business to the next level using Design Thinking to generate innovative ideas, reinvigorate existing projects and uncover growth opportunities. In this AFTRS Design Thinking course, innovation leader, Tarra van Amerongen, will take you through the essential elements of the Design Thinking methodology, while production company FINCH, will share live examples of Design Thinking methods applied in the media sector. 6 weeks, online & 2 networking weekends in Sydney. [Starts 28 May.]( [Book Now.]( News [New Australian film Breath pulls more than $1m on opening weekend, can't beat Avengers: Infinity War]( Australian film Breath finished its first weekend at the box office with more than $1m in earnings across 244 screens, coming in behind The Avengers: Infinity War and I Feel Pretty. The film, an adaptation of Tim Winton’s novel Breath, finished at the weekend box office with $1.001m in earnings, just behind Amy Schumer’s film I Feel Pretty, which collected an additional $1.024m in its third weekend. [READ MORE »]( News [English Premier League rights drives Optus gains, researcher claims]( Winning the Australian broadcast rights to the English Premier League may have paid dividends for Optus with a 1.1 percentage points bounce in the telco’s subscriber numbers since the deal was signed, according to figures from Roy Morgan Research. The new research suggests the EPL contract, which Optus renewed just last week, has boosted the telco’s traffic. For Australians who watch the EPL, Optus mobile usage has climbed by four percentage points, to 23.8%. [READ MORE »]( Opinion [Diversity is a missing strategic gap in marketing, not just a rights issue]( Acting like diversity doesn’t affect your brand isn’t just discriminatory, it’s simply bad marketing practice, argues International Creative Services’ Anne Miles. It’s easy for people to bang on about diversity or ‘girl power’ because it is a right, or because it is the ‘right’ thing to do (which I do agree with), but perhaps it is even more pragmatic than this and simply a sign that businesses are not delivering on strategy. [READ MORE »]( Opinion [What the death of the phone pitch means for the PR industry]( As the art of the phone PR pitch slowly gets lost amongst a barrage of endless emails, Soraya Calavassy argues that it’s time to bring back the personal touch. It wasn’t so long ago that it was not only an expectation, but also part of the job description for PRs to pick up the telephone, call a journalist and pitch a story, interview opportunity, product placement or feature. [READ MORE »]( News [YouTube audiences hunt for nostalgia and how to videos, survey claims]( YouTube audiences are increasingly relying on the platform for instructional videos and to relive their younger days, the Google-owned service has claimed in a survey. “People are looking to be entertained, inspired and educated,” Caroline Oates, head of brand advertising at Google Australia told Mumbrella ahead of the release. [READ MORE »]( Opinion [Want your business to act ethically? Ask your media team, not just your lawyers]( Deciding on the ethical implications of a business decision can be tricky, but there’s one simple solution: ask your media team, explains Belinda Noble. How do you avoid making unethical decisions when there’s strong competing pressures and your organisational culture permits, or possibly even encourages, behaviour that’s a bit risqué? [READ MORE »]( News [Red Agency wins PR account for TrustedHousesitters.com]( House and pet-sitting service Trustedhousesitters.com has appointed Red Agency to handle its PR account. Red Agency’s Melbourne office will lead the account and handle the membership-based service’s media relations, events and influencer engagement programs. [READ MORE »]( Opinion [Influencers are ‘bloody influential’, despite what the media gatekeepers say]( In this response to Facebook exec Neil Stewart’s call for an end to use of the word ‘influencer’, Rochelle Sheldon argues that the term has been hijacked to unfairly demonise social media creators. Whether you realise it or not, you will have an opinion on the term ‘influencer’. It will either make you cringe, sit up with curiosity or it’ll confuse the hell out of you and raise more questions than it provides answers. It’s divisive to say the least; the coriander of social media, you might say. [READ MORE »]( News [Specsavers creates in-ad eye test for viewers with 'Cubby House' campaign]( Specsavers has launched its latest ‘Should’ve gone to Specsavers’ ad which includes an eye test for viewers to complete while watching the ad. Created by Cummins&Partners, and directed by Tim Bullock, the 30 second ad shows a father creating a “fairy princess” cubby house for his daughters with 15 deliberate mistakes included in the ad for viewers to find. [READ MORE »]( News [Toni & Guy launches musical battle to promote new products]( Hairdressing salon and brand Tony & Guy has promoted two of its new products by launching a musical battle themed campaign. Created by Emotive, the campaign heroes a girl group acting as Tony & Guy’s Charcoal Shampoo and Conditioner singing against a rap duo who represent grime and dirt. [READ MORE »]( News [Big W says 'all kinds of thanks' to all different kinds of mums in Mother's Day campaign]( Australian chain of discount department stores, Big W, has launched this year’s Mother’s Day campaign by thanking all different kinds of mums. The 15 second television ad, created by M&C Saatchi, shows teenage boys giving their mum a home made card and two young boys listing the best things about their mum, including “because she smells good”. [READ MORE »]( News [Renault celebrates everything big to promote 'big SUV life']( Renualt is celebrating everything that’s big in life to promote its Koleos SUV car model. Created by Big Red, the 30 second television commercial celebrates big houses, dogs, days, boats, nights and trips. [READ MORE »]( News [Southern Cross Travel Insurance asks travellers where their sense of adventure is in latest campaign]( Southern Cross Travel Insurance has launched a new campaign asking travellers where their sense of adventure is. Created by NZ-based creative agency True and media agency Blue 449, the 30 second television commercial encourages travellers to think about the types of adventures they would like to take. [READ MORE »]( News [3M wants to 'end manky' with bandages that stick]( Manufacturer 3M is calling on Australians to use bandages which will actually stay on in the shower in a bid to ‘end manky’ in its latest campaign. Promoting its Nexcare Blister range, Penso has launched a new campaign for the brand poking fun at the gross situations which arise from having bandages fall off in unwanted places. [READ MORE »]( Sponsored Post Less than 10 seats remaining for Mumbrella’s Digital Essentials course [Digital Essentials 2018][Digital Essentials 2018]( There are limited places remaining for [Mumbrella’s Digital Essentials]( course, later this month on May 30-31 in Melbourne. The intensive workshop provides two days packed with need-to-know content on digital strategies, social media, building content marketing into your strategy, programmatic, data, marketing automation and more. Brush up on essential skills and build your confidence in digital marketing. [Book your seat now.]( F.Y.I • [V Energy and 20th Century Fox launch motivational book]( • [Matt Rose promoted to account management lead at Cummins & Partners]( • [Twitter and SBS partner for 2018 FIFA World Cup]( • [ActiveCampaign announces a Sydney sales office]( • [Audience360 enters data partnership with AFL]( Jobs [30 new jobs]( MOST DISCUSSED [News Corp reveals content marketing agency Sudden.ly]( [Fairfax Media reports an increase in site metrics following revamp]( [Medibank calls out Google AdWords' costs and policies in digital platforms inquiry]( [The 10 most complained about ads in 20 years]( 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.](