Government in shock move to tax digital ads | Ooh in half billion dollar bid for Adshel | Em Rusciano 'six months from implosion' | Royal ratings bonanza | The threat to adland of zero-based budgeting | More audit exits | 44 new jobs

[View Newsletter Online]( [Mumbrella Newsletter][Mumbrella Newsletter]( Entries open for Publish Awards - recognising publishing's best Entries are now open for the 22nd annual [Publish Awards,]( where 32 categories across journalism, websites, branded content, design work, business excellence and more will be awarded. Enter to join the ranks of previous winners like Bauer Media, VICE Australia, Buzzfeed, Storyation, Medium Rare Content Agency, Momentum Media, News Corp and more. [Review the full list of categories online](, and [start your entries now.]( News [Advertisers set to pay levy on digital advertising in government tax bombshell]( Australian brands look set to face a tax on digital advertising in a new policy emerging from the treasury this morning. Briefings to both Fairfax Media and News Corp titles suggest that the Government plans to impose a “digital levy”. The SMH reports Treasurer Scott Morrison as saying that such a levy – targeting global digital giants is “inevitable”. [READ MORE »]( News [Ooh Media ups Adshel bid to half a billion dollars]( Ooh Media has upped its offer to buy Adshel to nearly half a billion dollars, the outdoor company has revealed to the ASX. Adshel – which specialises in street furniture – is currently owned by Here, There & Everywhere, which also owns the Australian Radio Network. Ooh Media told the ASX this morning that it made an indicative bid of $470m for Adshel nearly three weeks ago. The company had previously put in a lower offer which was rejected by the HT&E board. [READ MORE »]( News [2Day FM breakfast show rethink was humiliating and I'm six months from imploding, predicts Em Rusciano]( 2Day FM’s decision to add Ed Kavalee and Grant Denyer to its Sydney breakfast show line-up was an ego blow for Em Rusciano, she has revealed. Rusciano also had a dig at the media’s ongoing portrayal of her saying: “The media in Sydney especially, again, bunch of cunts. Like, Daily Telegraph – get fucked. All of you. I don’t care. Sydney Morning Herald – eat a bag of dicks. Print it. Awful.” [READ MORE »]( News [Huge Australian TV audience for Royal wedding]( The Royal wedding proved to be a huge ratings draw, delivering Seven and Nine some of the biggest Saturday night ratings of the year. The ceremony – perfectly timed for Australian primetime – saw an average of 1.95m metro viewers tune in for Seven’s coverage, making it the most watched program of the week. This number rose to an average of 2.6m, taking into account regional viewers too. Peak national viewing approached 2.9m for Seven. [READ MORE »]( Dr Mumbo [Dr Mumbo: Royal weddings and other news]( With just 44 articles about the Royal Wedding, news.com.au was barely trying… [READ MORE »]( Opinion [Zero-based budgeting is being mismanaged by advertisers]( TrinityP3 USA chairman Michael Farmer argues that advertisers are using zero-based budgeting as an excuse to dramatically cut costs, instead of fully understanding the practice’s innocent intentions. WPP points the finger at ZBB as the most important factor driving cuts in WPP’s agency revenues — cuts that have taken 35% off WPP’s share price from its 2017 high. [READ MORE »]( Opinion [GDPR - Let’s all calm down a bit, shall we?]( Starting to stress about how Europe’s new general data protection regulations could land you in jail with a $30 million fine? Andy Calloway is here to tell you to calm down, because everything is going to be okay. GDPR is getting to be like Y2K preparations. It seems everyone is talking about it as if there will be Armageddon on the 25th May unless we all run around burning files and throwing hard drives off cliffs just in case the rozzers find someone’s email address on them. [READ MORE »]( News [Readership metric EMMA extended for a further five years]( The Readerships Works has locked in an additional five year contract with Ipsos and Nielsen for readership metric Enhanced Media Metrics Australia (EMMA), with Nielsen now responsible for over-laying product data. EMMA was launched by the newspaper industry five years ago as an alternative readership metric to Roy Morgan. It is also used to estimate magazine readership. [READ MORE »]( News [New round of resignations from print audit by free magazine titles]( The real estate publishing sector has seen the closure of the print edition of Open House magazine and the resignation of Elite Agent magazine from the industry print audit. According to the new six monthly update from the Audited Media Association of Australia, Creative Head Media has closed both of its titles Open House and event industry masthead Convention & Incentive Marketing. [READ MORE »]( Dr Mumbo [Dr Mumbo: A deadly tryst with the back bench]( Advice to the subs of The Daily Telegraph: The word “tryst” doesn’t mean what you seem to think it means… [READ MORE »]( News [Seven's mini-series Olivia drops 250,000 viewers for second outing]( The second half of Seven’s two part telemovie about Olivia Newton John averaged just 488,000 metro viewers on Sunday night, shedding almost 250,000 from the first part. Last weekend the drama, which stars Delta Goodrem as Newton-John, pulled in 735,000 metro viewers. [READ MORE »]( News [CommBank targets youths who have 'outgrown the bank of mum and dad' with Essentials credit card campaign]( Commonwealth Bank is promoting its Essentials credit card by targeting young adults who currently rely on their parents for loans. The 30-second spot features a young woman returning to her family home to visit her mum who wants to share her new found passion for cooking with her. [READ MORE »]( News [Ten commissions Ellen spin-off Game of Games]( Ten has announced the commission of US gameshow Game of Games. The family friendly Game of Games is a spinoff from daytime talk show The Ellen DeGeneres Show, which airs on Nine locally. While DeGeneres also fronts Game of Games in the US, Ten will have an as-yet-unnamed local host. [READ MORE »]( News ['Millennial-focussed' telco, Lyf Mobile, launches with in-house ad campaign]( A new Millennial-focussed telco, which runs off Telstra’s network, has launched targeting those who are fed-up with traditional telcos and expensive services. The launch is accompanied by an in-house ad, with founder of Lyf Mobile Todd Scott telling Mumbrella: “We all pinball ideas around about what could be relatable and what we liked. We’re Millennials talking to Millennials, so everything from the music to visuals to wording was done with our peers in mind.” [READ MORE »]( Opinion [A framework for finding the truth on Twitter]( With more people using social media as a primary source of information, how can we sort the truth from the lies? The University of Melbourne’s Marie Truelove and Stephan Winter reveal a framework to sort fact from fiction. On 29 October 2012, the day Hurricane Sandy hit New York City, a rogue tweeter posted: “BREAKING: Confirmed flooding on NYSE [New York Stock Exchange]. The trading floor is flooded under more than 3 feet of water,” a message that quickly spread to the mainstream news. Only it was not true. [READ MORE »]( Opinion [Facebook's blockchain experiment is positive for the industry]( While Facebook’s decentralisation experiments might have raised eyebrows for some, Ralph Vugts argues that the tech giant’s move is actually a good thing for the industry. The recent explosion in blockchain and cryptocurrencies like Bitcoin and the thousands of knock-offs that followed, all promising to be the next big thing and to essentially make you rich, are all driven by one thing: pure greed. [READ MORE »]( Features [Big Mac's 50th birthday ads from across the globe]( McDonald’s is celebrating the 50th anniversary of its signature Big Mac. Mumbrella’s Abigail Dawson takes a look at the ads created from across the globe to commemorate the fast food chain’s most famous burger. McDonald’s has asked its global creative agencies to develop television commercials to celebrate the 50th birthday of the international fast food chain’s signature burger: the Big Mac. [READ MORE »]( News [Bohemia wins Western Sydney University media account]( Bohemia has won the media buying account for Western Sydney University after a four-way pitch. The account was previously held by Blue 449 with WSU executive director of marketing Glenis Carroll thanking the agency for the role it played in rebranding the university from UWS to WSU. [READ MORE »]( Opinion [How a product's adjectives influence our experience of it]( The Choice Factory author Richard Shotton argues there’s more to fancy descriptors than sounding smart – they can actually influence our experience of the product itself. Most gourmets would agree that the best food available to man is the salt and vinegar chip. The combination of crunch, vinegary bite and salty tang is unbeatable. [READ MORE »]( News [m2m wins $51m Hyundai media account]( Media agency m2m has won the media account for South Korean automotive giant Hyundai from incumbent Initiative. The pitch process was run by Innocean – a creative agency owned by Kia and Hyundai which started life doing comms for the car brands. [READ MORE »]( News [Band-Aid is Australia's most-trusted brand, according to Reader's Digest]( Household goods have dominated the Reader’s Digest trusted brands list for 2018 with Band-Aid, Dettol and Colgate topping the list and Vegemite voted as Australia’s most ‘iconic’ brand. The annual listing saw 2,400 Australians surveyed on their most trusted brands across 70 consumer categories. [READ MORE »]( Sponsored Post In the misinformation age, how can health marketers build consumer trust? From Dr Google to scaremongers – consumers are hit daily with inaccurate health information. So how do health brands combat the misinformation age and make sure that consumers are getting the right message? [Mumbrella’s Health Marketing Summit]( will see experts from Healthdirect and WPP Health and Wellness elaborate on these challenges and opportunities. [Check out this session and others]( on the program so far for August 23. F.Y.I • [Nick Russo joins DDB Sydney as managing partner for Volkswagen]( • [SBS drama The Ropes commences production]( Jobs [44 new jobs]( MOST DISCUSSED [AANA set to update advertising gender stereotype guidelines]( [CUB claims 30% rise in programmatic effectiveness since it was brought in-house]( [Publicis Media ANZ COO Chris Nolan to leave at end of May]( [CUB's Paul Murphy joins Cummins & Partners as head of media]( 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.](