Heart Foundation campaign cancelled | The tough road ahead for Bauer | Thinkerbell's PR push | Celebrity Name Game struggles | Is addressable TV the best use of marketers' dollars? | 37 new jobs

[View Newsletter Online]( [Mumbrella Newsletter]( Mumbrella360 is HERE You’re now almost out of time. The [Mumbrella360]( conference kicks off on Wednesday morning. Unless you know what you’re missing, you don’t know what you’re missing. [Take a look at the full conference program now.]( News [Heart Foundation pulls 'Heartless Words' campaign]( The Heart Foundation has backed down on its controversial ‘Heartless Words’ campaign, pulling the advert from rotation and issuing an apology. The divisive campaign featured a mother telling her child “every time I told you I loved you I was lying”. [READ MORE »]( Features ['Australia is one of the toughest markets for magazines in the world': Bauer’s incoming CEO Brendon Hill and COO Veit Dengler on succession, consolidation and digital growth]( Last week Bauer Media announced ANZ CEO Paul Dykzeul was retiring from the role with NZ CEO Brendon Hill to take his place. Mumbrella’s Hannah Blackiston speaks to Hill and visiting Bauer Media Group COO Veit Dengler about the changes, and how the business has evolved since Dykzeul took the helm. When Paul Dykzeul took the helm of Bauer Media in 2017 he was very vocal about wanting to deliver the business the kick it needed. Entering after Nick Chan’s short 12-month leadership period, Dykzeul told Mumbrella he was keen to do whatever it took to get the business back on track. [READ MORE »]( Opinion [Addressable advertising may not be the best use of TV ad dollars – yet]( Addressable TV promises advanced segmentation, but to the inevitable detriment of scale. Zenith’s Natasha Pelly explores why addressable advertising may not be the best use of your TV dollars … for now, at least. Addressable TV has hit the headlines once again in Australia as Network Ten announced its addressable offering. But amidst an increasingly complex array of terminology and acronyms – ATV, PTV, OTT, CTV, addressable, linear addressable, VOD, SVOD, BVOD – we often struggle to understand what’s on offer, not to mention what we actually want. [READ MORE »]( News [Thinkerbell hires Cath King to lead its public relations arm]( Thinkerbell’s push into the world of public relations has continued, with the full-service agency hiring Cath King as head thinker of earned media. Last week Mumbrella revealed Thinkerbell had secured IAG’s consumer brands as its first stand-alone PR client. [READ MORE »]( Sponsored Post Violence against women is a serious and widespread problem in Australia and to prevent it, we need to understand its gendered drivers. The media has a unique opportunity to address this important social issue by helping shape the public’s understanding of violence against women. You can access the Our Watch guidelines, titled [How to report on violence against women and their children]( for FREE [here]( News [Optus aims to 'change the future' by giving women's sport visibility in FIFA World Cup campaign]( Optus has begun promoting its initiative to give school children access to footage of all FIFA Women’s World Cup matches free of charge. In a TVC promoting the offering, the telco giant said the initiative will give young females in sport the visibility they need. The TVC follows the story of a young girl who begins to feel invisible after her sporting achievements are overlooked in favour of boys, and who doesn’t see herself reflected in the advertising and the world around her. [READ MORE »]( News [Celebrity Name Game slips to 214,000 metro viewers on Friday night]( The Grant Denyer-fronted comedy game show on Ten, Celebrity Name Game, has slipped to one of its lowest audiences to date, attracting just 214,000 metro viewers on Friday night. Its combined audience, which includes regional viewers, was a total of 273,000 viewers. The show has the difficult task of filling the 6pm slot, which in recent years has been problematic for Ten, as it faces off against Seven News – which last night topped the ratings ladder with 978,000 metro viewers – and Nine News (860,000 last night). [READ MORE »]( News [Atomic 212 promotes first ever employee, Rory Heffernan, to Melbourne GM]( Independent media agency Atomic 212 has appointed Rory Heffernan, its first ever employee, as its Melbourne general manager. Heffernan was the first person employed by Atomic in 2010, joining the Sydney office, before he moved to Melbourne in 2013. The promotion sees Heffernan vacate his role as Melbourne’s digital lead. [READ MORE »]( News [Lotterywest TVC claims it's helping turn WA into the 'dream state']( Lotterywest has launched a new campaign which attempts to demonstrate how the purchase of a lotto or scratchie ticket can helps turn Western Australian into a “dream state” – including funding life-saving activities, wheelchair sports, parks and wildlife exhibits. The campaign was created by Marketforce in Western Australia. [READ MORE »]( News [Guardian Australia joins IAB board]( Guardian Australia has joined the IAB Australia board. The company will be represented by director of commercial operations, Tereza Alexandratos and managing director, Dan Stinton. Guardian is already involved in IAB as members of the Audience Measurement Council and has indicated its intentions to join other councils including Ad Effectiveness, Audio, Data and Standards and Guidelines. [READ MORE »]( News [Sunday night sees both The Voice and House Rules hit series highs]( Both Nine’s The Voice and Seven’s House Rules hit series highs on Sunday night, delivering a competitive night in television. While Nine took the primary channel audience share with 23.9% over Seven’s 21.7%, Seven edged on top in the network share, holding 31.7% over Nine’s 30.3%. [READ MORE »]( Features ['There’s a strong role for commercial free-to-air TV': Free TV on the launch of Clear Ads and the future of broadcast]( Clear Ads is the final phase of a two-year transformation Free TV has undergone on its advertising classification and information service CAD. Mumbrella’s Hannah Blackiston speaks with CEO Bridget Fair and director of commercial operations Alison Lee to find out why the body underwent the change, how important it is for clients and what the next 12 months looks like for free-to-air. Free TV has announced the new branding for its Commercials Advice division (CAD). Clear Ads is the final phase of a two-year process to deliver greater customer focus, a faster and simplified service, and a more streamlined service for the advertising and media sectors. [READ MORE »]( SUPPORTED [Australia’s first ever research study into the progressive mindset revealed]( In a rapidly changing digital world, mindset trumps demographics. But just what does a progressive mindset look like? Ahead of the event, Guardian Australia’s managing director, Dan Stinton, explains why mindset is triumphing over demographics, and why context will always be king. [READ MORE »]( News [MOVE pours $1.3m into neuroscience study to develop new digital OOH metrics]( The Measurement of Outdoor Visibility and Exposure (MOVE) board has announced a $1.3m investment into a Neuroscience Project Study (NPS) as part of the development of a new digital OOH measurement metric. In 2018 the board committed up to $10m to create a more accurate measure for digital OOH audiences. [READ MORE »]( News [Seven wins ratings week, as Ten climbs to highest share for ratings year]( Seven has won its fifth week of the television ratings year, securing a 21% primary channel share ahead of Nine’s 19.3%. Of the official ratings weeks – which have a break at the opening of the calendar year, and over Easter – Nine has won the total people primary channel battle on nine occasions. [READ MORE »]( News [Freedom appoints Effie & Co to its PR account]( Freedom has appointed Effie & Co to manage its PR, events and influencer marketing. The furniture brand has recently experienced a shakeup of its agencies of record. In October last year, Freedom appointed The General Store as its creative agency of record, and in February it handed its content account to Edge. [READ MORE »]( News [Lovatts Media launches Mindful Parenting magazine]( Lifestyle publisher Lovatts Media has launched another title in its collection of mindfulness magazines. Mindful Parenting joins Breathe, Teen Breathe and the Audrey Daybook in Lovatts’ suite of products. Mindful Parenting will be available from July 1 in supermarkets and is currently available to purchase online from Lovatts’ magazine store. [READ MORE »]( News [Lifestyle magazine Local North to launch in Sydney]( Local Publishing Co has announced the launch of Local North, a lifestyle magazine focused on Sydney’s north. The title will be a sister publication to Local East which launched in August 2018 for distribution in Sydney’s east. [READ MORE »]( Get your entries submitted for Australia’s biggest publishing awards For your chance to join the ranks of the publishing industry’s best and brightest, be sure to enter for the [Mumbrella Publish Award.]( If you or your team has been driving innovation or continually producing quality work over the last 12 months, see where you could excel across 31 categories including publications, branded content and more. [First entries are due June 28.]( 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 [37 new jobs]( F.Y.I [Country Style magazine launches awards to celebrate 30th anniversary]( MOST DISCUSSED [Sensis moves to block 'Not Happy Jan' remake, accusing Darrell Lea of 'cheapening' an icon]( ['Every time I told you I loved you, I was lying': Heart Foundation campaign targets families]( [Darrell Lea cancels 'No Worries Jan' ad after Yellow Pages' legal threats]( ['No Worries Jan': Darrell Lea brings back an Australian icon]( 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.](