PwC loses CMO advisor | Tourism Australia shakes up management | McCabe steps back at Nine | New ABC boss revealed | 35 new jobs | MCN rethinks upfronts

[View Newsletter Online]( [Mumbrella Newsletter][Mumbrella Newsletter]( Have you checked out the full Mumbrella360 program? The full [Mumbrella360]( program is officially locked in. With 134 speakers, 15 of which are flying in from around the globe, over 60 sessions and 15 masterclasses – now’s the time to secure your tickets. Plus, appointments opened on Friday for the formal networking afternoon. There’s still time to book, make your profile and set your meetings for June 4. [Check out the program today and secure your ticket now.]( News [Ben Shepherd departs PwC's CMO advisory group]( Ben Shepherd, director of PwC’s CMO Advisory, has left the consulting firm, Mumbrella can reveal. Shepherd, formerly OMD’s head of strategy and innovation, was one of the wave of PwC’s high profile hires as the consulting firm moved into the CMO advisory and marketing space in 2017. [READ MORE »]( News [Tourism Australia appoints Susan Coghill as CMO as MD steps down]( Tourism Australia has announced Susan Coghill will become the organisation’s CMO, replacing Lisa Ronson who left the organisation to join Coles in March. Coghill’s appointment comes as Tourism Australia’s managing director, John O’Sullivan, announced he will leave the organisation in June to take up a new role as CEO and executive director of ASX-listed company, Experience Co. [READ MORE »]( News [Nine’s Helen McCabe steps back from digital content director role to focus on Future Women]( Nine digital content director Helen McCabe will be stepping back from her current role with a view to focus on the business’ Future Women offering. In an announcement to staff, McCabe said she was ‘in the process of moving out’ of her current role. [READ MORE »]( SUPPORTED [How Instagram marketing gave a boutique Aussie locker maker a global audience]( When Rebecca Stern co-founded Mustard Made lockers last year, she realised pretty quickly her biggest challenge would be persuading potential customers that metal furniture wouldn’t look out of place in a family home. “People don’t know they’re looking for our products until they find them,” Stern says. So, when she created an Instagram account, she carefully picked only pictures of her units nestled in real locations, rather than studio shoots. “They had to be authentic.” [READ MORE »]( News [Pete Bosilkovski quits as joint CEO of WPP's VMLY&R]( Joint chief executive of VMLY&R, Pete Bosilkovski, has quit the business, seven months after being appointed to the role following WPP’s merger of VML and Y&R. Bosilkovski has been joint CEO of the merged agency with Aden Hepburn as WPP worked to integrate the two agencies’ operations. [READ MORE »]( News [ABC confirms acting MD David Anderson as managing director]( David Anderson, acting managing director of the ABC, has been confirmed as MD of the national broadcaster, an appointment which will see him hold the role for at least the next five years. Anderson stepped in as the ABC’s acting managing director after the shock dismissal of Michelle Guthrie in September last year. Guthrie’s firing triggered a chain of events that saw then chairman Justin Milne step down after accusations of editorial interference a week later and replaced by media stalwart Ita Buttrose as chair in January this year. [READ MORE »]( News [MCN plans to reinvent its upfronts with ‘Foxtel on Oxford’ experiential marketing hub]( MCN has unveiled plans for an experiential marketing hub on Sydney’s Oxford Street which will change the way Foxtel tackles upfront season. In collaboration with the subscription television business, MCN will open the doors on ‘Foxtel on Oxford’, an innovative entertainment venue in the historic Academy Twin cinema building. [READ MORE »]( News [Seven picks up TV ratings week despite Nine's Lego Masters' success]( Lego Masters’ big success for Nine wasn’t quite enough to get the network ahead of Seven as the reality TV battle between the commercial networks stepped up. The Sunday night launch of Nine’s lego building show topped the week’s ratings with a metro audience of 1.38m. Seven’s My Kitchen Rules’ finalist announcement on Wednesday pulled 1.22m viewers while Tuesday’s Masterchef launch on Ten attracted 715,000. [READ MORE »]( News [Lego Masters helps Nine to Sunday night win]( Nine’s family-friendly reality show Lego Masters has retained its strong audience, pulling 1.091m metro viewers last night and topping all three key advertising demographics. The show was the most watched across 16-39, 18-49 and 25-54 year olds and landed as the second most watched show overall across the evening, despite a drop from the 1.377m it premiered to a week ago. [READ MORE »]( Opinion [People don't care about numbers, so how do we get them to act?]( Market researchers need to step back from the numbers and become storytellers if they want to get people to care, and to act, argues Matthew Swinson. People don’t care about numbers. We consistently fail to act on them. If we hear a story of a child in a war-ravaged place, we connect. We feel something. We act. If you bring in that child’s brother or sister, response diminishes. If you bring in their sibling and tell the reader that there are 500,000 other suffering children, the response drops off the cliff. [READ MORE »]( News [Seven revamps management of production house, Seven Studios]( Management of Seven’s production house, Seven Studios, has been shaken up with Therese Hegarty, Richard Henson and Andrew Backwell appointed to key leadership roles in the business. In the moves, Therese Hegarty, currently director of content distribution and rights, has been appointed CEO while Richard Henson was promoted to director of content sales while Andrew Backwell becomes director of production. [READ MORE »]( News [Tony Brown appointed Huawei Australia head of corporate media]( Former NBN communications boss Tony Brown has been appointed Huawei Australia’s head of corporate communications. The appointment follows the Chinese telecommunications manufacturer revamping its public relations functions with the appointment of Candice Lester as head of PR and communications for its Consumer Business Group in January. [READ MORE »]( News [Property tech startup lands former Bauer Media digital boss Carl Hammerschmidt as CEO]( Former Bauer Media digital boss, Carl Hammerschmidt, has been appointed CEO of property finance technology company houseandland.com.au. Hammerschmidt led the creation of the Australian division of Bauer’s digital offering Xcel and left the publisher in 2016 after Nick Chan’s arrival as CEO. [READ MORE »]( News [News Corp launches 'Adopt a Farmer' campaign in partnership with Australian businesses]( New Corp Australia mastheads The Daily Telegraph, Herald Sun, The Courier-Mail and kidsnews.com.au have launched a campaign across print and digital to boost awareness and provide financial relief for drought affected farming communities. The ‘Adopt a Farmer’ campaign aims to raise money for 8,000 drought affected farmers in New South Wales, Victoria and Queensland with the front pages and editorial coverage in the four titles highlighting the dire conditions in each state. [READ MORE »]( News [Bega keeps it simple in new peanut butter ad via Thinkerbell]( Bega have released latest ad for its Simply Nuts peanut butter, via Thinkerbell. In releasing the ad the agency stated “there really isn’t a whole lot to say,” because the product is simply Aussie peanuts and a pinch of sea salt. [READ MORE »]( News [Fifty Acres opens US arm to support beehive client]( Communications agency Fifty Acres has appointed Kari Browne to spearhead the company’s move into the United States. The agency’s North American launch comes after securing the account of Australian beekeeping startup Flow Hive, which came to prominence in 2016 after raising a record $16.9m in a crowdfunding campaign for its specially designed beehives. [READ MORE »]( News [Business bank Judo launches with Bastion created campaign]( Small business focused banking startup, Judo, has launched a campaign designed by Bastion Collective to challenge the status quo in Australia’s SMB finance sector. The ‘dedicated to business’ campaign features customers highlighting why the business is different from the incumbents and will run across out-of-home, press, radio, digital and social, with a refreshed website to follow. [READ MORE »]( News [Communicado and OMD reveal Original As You campaign for Porter's Original Paints]( Home decorating brand, Porter’s Original Paints has launched its ‘Original as You’ campaign positioning it in the super-premium paint category. The campaign, developed by Communicado with creative director Andrew Panozzo and OMD managing media strategy, aims to grow awareness of the paint brand. [READ MORE »]( News [QBE introduces Rego the unexpected in South Australian third party motor insurance push]( Rego, an animated character with the knack of popping up unexpectedly, is the star of an integrated campaign by QBE Insurance aimed at South Australian motorists. Developed by The Core Agency, the campaign follows QBE’s entry into the state’s insurance market in 2018 with a major road safety campaign featuring Adelaide school children. [READ MORE »]( News [A sofa is more than just a sofa in Fantastic Furniture's new campaign]( Fantastic Furniture’s new campaign celebrates the many uses Australians have for its furniture, from a cubby house to an impromptu ballet barre. The advertisements show that a piece of furniture can mean different things to different people, but ultimately bring a family together. [READ MORE »]( News [Vegemite gives away animal shaped stencils, continuing Thinkerbell's 'Tastes like Australia' campaign]( Vegemite is giving away limited edition toast stencils with the purchase of any Vegemite product at Woolworths, in the latest move by its creative agency Thinkerbell. The stencils come in the shapes of Australian animals including an emu, kangaroo and koala, continuing the patriotic theme of Vegemite’s ‘Tastes like Australia’ campaign that launched in August 2018. [READ MORE »]( Deloitte, Cochlear & Canesten confirmed for Mumbrella's Health Marketing Summit Speakers from Deloitte, Bayer, Cochlear, McCann Health and PHD have joined the [Mumbrella Health Marketing Summit]( line up. Grab an earlybird ticket for August 22, where you’ll unpack the state of Australia’s healthcare industry, tackle taboo topics and go behind the scenes of award winning campaigns. Check out the program line-up so far and [book now to save.]( Is business growth on your agenda? [The Source]( is your very own little black book of major players in media and marketing. Uncover fresh business leads and sales opportunities, access leading advertisers and marketing decision-makers and stay on top of the constantly shifting industry landscape, FREE for seven days. [Start your trial today.]( Jobs [35 new jobs]( F.Y.I. • [Publicis Sapient appointed by the Australian Centre for the Moving Image to transform museum]( • [FEPE to rebrand at World Out Of Home Organisation]( • [Entries open for 2019 News Media Awards]( MOST DISCUSSED [Chiquita King resigns as CEO of The 6AM Agency after two weeks in the role]( [Antony Catalano buys Nine's regional newspapers]( [Domain 2.0 isn’t my plan, claims Antony Catalano]( [Pete Bosilkovski quits as joint CEO of WPP's VMLY&R]( 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.](