Ten forced to change Boss logo | Judge stops Daily Telegraph's Witness X | Melbourne Cup ratings jump | Chatbots tumble down the hype cycle | Google appoints new corporate comms boss

[View Newsletter Online]( [Mumbrella Newsletter][Mumbrella Newsletter]( How the MCA leverages partnerships to create exceptional audience experiences The MCA’s Head of Communications & Marketing Myriam Conrié is set to hit the stage at [Mumbrella’s Entertainment Marketing Summit]( on November 22. Competing for audience attention has never been harder for entertainment brands, so don’t miss her presentation on how the museum leverages partnerships to drive experiential marketing. [Book now.]( News [Judge in Rush defamation trial throws out evidence from ‘Witness X’]( Late evidence from a mystery witness in the Geoffrey Rush defamation trial will not be heard, the Federal Court has ruled. In a judgment this morning, Justice Michael Wigney said he would not allow the affidavit from ‘Witness X’ to form part of a new defense for The Daily Telegraph. [READ MORE »]( News [Capi, Deloitte, Isobar and IdeaWorks confirmed to speak as Mumbrella Retail Marketing Summit launched]( Emma Evans, the CEO of Australian beverage brand, Capi, will join Deloitte Access Economics partner, David Rumbens, Isobar national managing director, Erik Hallander, and IdeaWorks head of retail, Danny Latouf, as the first speakers announced to take the stage at the Mumbrella Retail Marketing Summit in Sydney on March 21 next year. Evans will take part in a panel that will explore how retail startups in Australia are seeing global expansion opportunities and what they are doing to make them happen. [READ MORE »]( News [Ten tweaks 10 Boss logo after Fairfax complaint]( Ten has tweaked the logo for new multi-channel, 10 Boss, after Fairfax Media complained it was too similar to the Australian Financial Review’s Boss logo, Decider TV is reporting. Unveiled at Ten’s upfronts last week, the new brand replaced multi-channel One. Initially, the ’10 Boss’ logo had a number 10 sitting in a circle, next to the word ‘BOSS’. However, a new version of the logo has been submitted to the trademark register, with the ‘O’ in ‘BOSS’ now filled in. [READ MORE »]( SUPPORTED [Yes, TV is your friend]( Kim Portrate, CEO of ThinkTV Australia, argues TV can work in tandem with newer channels to deliver the best results for marketers. About a million years ago, while proudly wearing the blue and white check uniform of my primary school, I learned some big life lessons. [READ MORE »]( News ['It's Kiwi Safety': Air New Zealand remakes 'It's Tricky' and 'In the Neigbourhood' with 600-strong cast]( Air New Zealand has re-created songs It’s Tricky and The Neighbourhood, as part of its latest flight safety video. The latest work out of Air New Zealand features talent including actor Julian Dennison and musicians King, Theia and Randa. Talent from 30 community groups across New Zealand have also participated in the 18th version of the safety video. [READ MORE »]( Opinion [Goodbye Apu – here’s what you meant to us]( Getting rid of Apu may well be the handiest way to end the criticism around the stereotypical aspects of Apu’s character. But was it the right move, asks Faiza Hirji in this crossposting from The Conversation? The Simpsons’ Apu may be dead, but stereotyping of South Asians most certainly is not. In fact, from the debates that preceded the conflicting report of his demise, we can conclude a few things about Hollywood. [READ MORE »]( News [Writers' groups settle royalties legal fight with Screenrights]( Scriptwriters’ groups, the Australian Writers’ Guild Authorship Collecting Society and Australian Writers’ Guild, have settled their legal fight with royalties collection agency Screenrights. The case was launched in 2016 with the two groups claiming Screenrights engaged in misleading or deceptive conduct by falsely claiming it was representing scriptwriters and had misdirected royalties due to writers over the past two decades. [READ MORE »]( News [Clare Creegan becomes Google Australia's corporate communications and public affairs lead]( Google has appointed Clare Creegan as the company’s corporate communications and public affairs manager for Australia and New Zealand. Creegan takes the role after Nic Hopkins was appointed lead for Google News Lab’s local operations in September. [READ MORE »]( Sponsored Post Webinar to reveal how agencies are changing to survive An exclusive webinar broadcasting across both Mumbrella Australia and Asia will discuss how top agencies are quietly revolutionising how they operate to survive 2018’s brutal multi-channel demands. The Hallway founder Jules Hall and Ogilvy Hong Kong’s Brian Riedlinger will present first-hand anecdotes and answer questions from the audience on November 14th at 1:30PM Australia AEDT, 3:30PM New Zealand, 10:30AM Singapore/Hong Kong/Shanghai & 08:30AM India. Viewers can also watch on catch-up afterwards. [Click here for more information](. Opinion [Chatbots were the next big thing in 2016 – so what happened?]( Chatbots were not the first marketing technology to be talked up in grandiose terms and then to slump spectacularly. The age-old hype cycle unfolded in familiar fashion, writes Justin JW Lee of HubSpot. Oh, how the headlines blared: “…the 2016 bot paradigm shift is going to be far more disruptive and interesting than the last decade’s move from Web to mobile apps.” [READ MORE »]( News [The Monkeys and Havas Melbourne among NSW Premier’s Multicultural Communications Awards winners]( Havas Melbourne and The Monkeys were among the winners announced at the NSW Premier’s Multicultural Communications Awards last night. Winning entries included reports on powerful personal journeys of refugees and marketing campaign for multicultural carers. [READ MORE »]( Opinion [Marketing is how you see yourself, advertising is how you act in public, branding is how others see you]( While marketing is how you want others to see you, branding is how they actually – and if you have a strong brand, you can spend more time building on it, but if you have reputation problems, however, you need to focus on changing perceptions – writes Peter Gasca. In my work with entrepreneurs and business students, I often hear marketing strategies explained as ‘having social media’, ‘having an online brand’ or ‘advertising a lot’. [READ MORE »]( News [Seven's last year of Melbourne Cup coverage pulls 1.836m viewers, up from previous year]( Seven’s Melbourne Cup race attracted more viewers than 2017, pulling in a metro audience of 1.836m which saw Cross Counter win and shortly afterwards, the death of the sixth horse in five years, The Cliffsofmoher. The result was up on last year’s 1.797m metro viewers, however down on 2016’s result, 1.986m and 2015’s metro audience of 2.068m. [READ MORE »]( SUPPORTED [Webinar to reveal how agencies are changing to survive]( An exclusive webinar broadcasting across both Mumbrella Australia and Asia will discuss how top agencies are quietly revolutionising how they operate to survive 2018’s brutal multi-channel demands. The Hallway founder Jules Hall and Ogilvy Hong Kong’s Brian Riedlinger will present first-hand anecdotes and answer questions from the audience on November 14th. [READ MORE »]( Opinion [What every five-year-old knows about mnemonics]( Nicknames are an everyday part of human speech, and something brands should take seriously when thinking about mnemonics and memory, writes Dave Trott. While I was shaving, my wife said to me “Isn’t it Mike’s birthday this weekend?” I said “Which Mike?” Cathy rolled her eyes and said: “How many Mikes do we know?” [READ MORE »]( News [Everyday painters feature in 10 Feet Tall's Paintback recycling campaign]( A new integrated campaign to encourage Australians to dispose of their unwanted paint responsibly has been launched. The Paintback campaign, created by 10 Feet Tall, sees everyday painters becoming Australia’s most admired painters. [READ MORE »]( News [Art Series Hotels invites guests to spray paint walls]( Art Series Hotels is inviting guests to grab a spray can and add colour to the walls of three properties. The initiative, which commenced on October 15, has seen three rooms across The Blackman, The Johnson and The Olsen hotels, transformed into canvas, which guests can add their touch to. [READ MORE »]( News [Sheridan positions itself as the antidote to 'disposable' Christmas presents]( Bed linen company Sheridan has positioned itself as the antidote to disposable Christmas presents in its most recent campaign. The one minute TVC featuring the ‘Sheridan Choir’ was created by TBWA Sydney. It will continue for 30 days in store, on front windows and across social and digital. [READ MORE »]( Sponsored Post Book your Mumbrella360 ticket now to secure your seat at a massive saving If you move fast and secure your tickets to [Mumbrella360Â](early, you will save a massive $1000 off your ticket price – so why not be a timely trendsetter? Australia’s biggest media and marketing conference promises a jam packed three days, full of industry-leading speakers, global brands, six content streams of your choice, one-on-one networking and more. [Grab your ticket now.]( F.Y.I • [Cognitives rebrands as Cooperate ahead of product relaunch]( Jobs [17 new jobs]( MOST DISCUSSED [Ten reveals first major rebrand in 27 years: Peach, Boss and 10 News First]( [Outsiders loses another host as Sky News dumps Ross Cameron after racist comments]( [Work with great agencies who love you, and kill average agencies, argues CMO]( [Ikon wins ad industry test case with former client ordered to pay $939,000]( 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.](