Mystery of the telco that wants an agency but no sales | Why Facebook is the answer | Nokia appoints PR agency | Media trust hits all time low | 112 new jobs

[View Newsletter Online]( [Mumbrella Newsletter]( Have you started your Sports Marketing Awards entry? [Mumbrella’s Sports Marketing Summit]([launches, for the first time, the Sports Marketing Awards. Featuring 10 categories recognising the best marketing, PR, activations, media properties and presenters in the sports business, these awards will be judged by some of the best in the business](. Check out the categories and entry criteria [here](. Entries close March 31. Dr Mumbo [Dr Mumbo: Wanted: An agency to run a telco campaign that generates no revenue]( Dr Mumbo loves to hear about a new business entering the Australian market. He was thrilled when he stumbled upon consultant John James’ LinkedIn search for an advertising agency to work with a telco arriving from the Asian market. Dr Mumbo was curious, however, when he read ‘the best advertising agency to execute a national brand awareness campaign’ wasn’t expected to generate sales. A marketer focusing 100% on brand and 0% on response – sounds like an agency’s dream client. [READ MORE »]( Opinion [Untrain your brain. Why your next campaign needs to start with Facebook]( In this guest post, Dan Monheit argues that habit has trained our brains to make illogical marketing choices, when all the evidence suggests Facebook is the most efficient way of spending the budget. No matter how channel agnostic we claim to be, or whether we market ourselves as ‘full service’, ‘traditional’, ‘creative’ or ‘digital’, every person, and therefore every agency, has a natural starting point. A default setting. A genre of first ‘for instance’ that springs to mind, almost effortlessly, when trying to demonstrate how an insight, an idea, a creative spark might come to life. This ‘for instance’ could be anything, from a piece of film to a radio script to a print ad or digital banner. [READ MORE »]( News [Chris Hemsworth pitches Bulldogs' fairytale victory as a Hollywood movie in new AFL promo]( The AFL has revived the line of “I’d Like to See that” first run in 1994 and brought back to life earlier this year with the launch of Women’s AFL in massive new campaign starring Chris Hemsworth. The decision to go with the Australian actor (who also stars in campaigns for Foxtel) came after research by the league which suggested he was the top ranking Australian celebrity with AFL fans, with wide appeal to women and families. [READ MORE »]( News [Natalie Giddings takes stake in influencer agency The Remarkables]( Natalie Giddings, former boss of Mediabrands’ social media agency Society Social, has taken a stake in influencer agency The Remarkables Group. Giddings has joined the company as a partner with her appointment following on from The Remarkables’ strategic change of direction at the end of last year. Giddings has taken a stake of around 20-30% in the influencer business. [READ MORE »]( News [Public trust in Australian media falls to all-time low]( Public trust in the media has hit an all-time low, new polling by Essential Research suggests. The 2017 results of Essential’s Trust In Media survey suggests that among the media that have seen the biggest decline in trust since the annual survey began are daily newspapers. ABC TV has also seen a fall. [READ MORE »]( Opinion [I'm gay. I work in marketing. I'll still be drinking Coopers]( The ‘Keeping it Light’ video was an abomination of biblical proportions, says Ballistics Marketing & Communications’ MD Patrick MacDonald, but here, he argues the brand’s badly executed good intentions don’t need to be crucified any further. Let’s get one thing straight. The “Keeping it Light” video was terrible. For one thing, had the producers learned nothing from Amber Sherlock? What were they thinking putting three men in the exact same colour jacket on screen? “Throw in some grog” they said, as well as a “deep and meaningful” Bunnings-style outdoor settee, and we’re sure to resonate with the masses. Just like Jesus did! [READ MORE »]( News [Nokia appoints One Green Bean to PR account]( Phone maker Nokia has appointed One Green Bean to handle its handsets public relations account, Mumbrella can reveal. The win will see One Green Bean look after regional PR and social across Asia Pacific for Nokia Handsets. [READ MORE »]( News [How Ridiculous channel tops Australia's Top 50 Influencer Awards]( Australia’s top influencers have been recognised at the 2017 Australia’s Top 50 Influencer Awards with YouTube’s How Ridiculous channel taking out first place. The awards presented by online retailer MyDeal.com.au were given to the top 50 most prominent social media influencers including Angry Dad and Not So Mumsy. [READ MORE »]( News [NRL battle helps Nine to Thursday ratings win]( Last night’s tight NRL clash between Melbourne Storm and Brisbane Broncos helped Nine win Thursday’s ratings contest. The game drew 252,000 viewers in Sydney, making it the city’s second-most watched program for the night, despite no local team being involved. The game drew 238,000 Brisbane viewers, making it the city’s most watched show. [READ MORE »]( News [M&C Saatchi to launch research company The Source in Melbourne]( M&C Saatchi has reported revenue across its Australian and Asian operations as up 13% year-on-year for the year ended December 31. The results announced overnight in the UK reveals the company’s acquisition of Bohemia last month saw the creative agency group acquire 51% of the company. [READ MORE »]( News [Melbourne's DPR&Co wins Vision Australia]( Vision Australia has handed its advertising account to Melbourne-based digital agency DPR&Co after a three way pitch for the business. The agency, which has handled campaigns for Honda Mowers, Sportsbet, Australian Unity and Ambulance Victoria, said it was looking forward to developing a digital and off-line strategy for the not-for-profit. [READ MORE »]( News [Australians fight like Power Rangers in AR activation ahead of new film]( Roadshow Films is giving consumers the chance to fight like Power Rangers, in an augmented reality activation ahead of the premiere of the new Saban’s Power Rangers film. The AR activation, put together by Roadshow and Isobar, features an open movie studio which passers-by can enter. By using 3D simulation technology, players can watch themselves transform into Power Rangers on the screen in front of them and be immersed in the film’s world. [READ MORE »]( News [Myer goes mobile to turn fashion show catwalk into live shopping experience]( Audiences attending the Virgin Australia Melbourne Fashion Festival shows at Myer will be able to shop for fashion direct from their phones as the models appear on stage in what the retailer is claiming as a world first. The exclusive nature of catwalk shows will be extended beyond the VIP invite list, with Myer taking the show to outdoor sites operated by Ooh Media after the show has finished, allowing passers-by to buy the fashions direct from their phones as they see them on the outdoor ads. [READ MORE »]( News [DEC PR appointed to Hipages public relations account]( Australia’s tradie hiring website Hipages has appointed DEC PR to its public relations account following a recent pitch process. The marketplace website hipages.com.au appointed DEC PR to its build brand awareness amongst tradies, investors and consumers – increasing the profile of the home improvements, repairs and renovation offerings. [READ MORE »]( Sponsored Post Masterclasses have been revealed for Mumbrella360, don't miss your earlybird ticket [m360_enewsletter_header_v3]( The Masterclass stream has been revealed for [Mumbrella360](. Your ticket includes two days of 30-minute crash courses on key industry topics led by the experts. Topics being covered include podcasting; how to create great B2B content; mobile customer acquisition; social intelligence tools; using PR for public good; music licensing; how to successfully outsource overseas; artificial intelligence; analytics for marketers; and how to write agency contracts. Grab your [Mumbrella360]( earlybird ticket by April 12 and save $700. FYI • [Australian Press Council unveils Reconciliation Action Plan]( • [Campaign Monitor acquires data platform Tagga]( Jobs [62 New Jobs]( MOST DISCUSSED [Coopers cancels Bible Society cans after marriage equality controversy]( [Adam Ferrier, Jim Ingram and Ben Couzens depart Cummins & Partners]( [Revealed: Three times more men than women present breakfast radio in Australia]( [Naomi Michael appointed regional comms chief for Mediabrands]( 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.](