No replacement for Latham | Nissan repositions tradie ute | Starcom national head of trading leaves | Domain solves affordability crisis with content | Mamamia continues podcast push | Westpac looks to archives for 200th celebrations

[View Newsletter Online]( [Mumbrella Newsletter]( Mumbrella360 earlybird tickets close midnight this Wednesday [m360_enewsletter_header_v3]( Earlybird tickets to [Mumbrella360]( close this Wednesday. This is your last chance to attend ‘Australia’s Best Conference’ with a saving of $700. If you’ve never attended Mumbrella360 before, check out the [highlights video]( from last year to see what all the buzz is about. Speakers for 2017 include Scott Hagedorn (Hearts & Science), Michael Yapp (Google’s The Zoo), Suresh Khanna (AdRoll), Maria Garrido (Havas Media), Helen Kellie (SBS) and Maura Tuohy (Mozilla Firefox). Grab your earlybird ticket now to Australia’s biggest media and marketing conference. Features ['Trust' in agencies key to bold creative work says Nissan's GM of marketing]( Car manufacturer Nissan is repositioning its Navara brand as it attempts to increase the ute’s appeal beyond just tradespeople. Zoe Samios speaks to Nissan’s GM of marketing, Rebecca Williams, and creative agency TBWA to find out what risks the brand is taking and how they will pay off. Nissan’s new ad featuring a Navara driving through thousands of wildebeests wouldn’t have occurred without the trust of in its long-standing relationship with agency TBWA Melbourne, Rebecca Williams, general manager of marketing at Nissan Australia says. [READ MORE »]( News [Starcom national head of trading Andrew Taylor to depart]( Starcom Australia’s national head of trading Andrew Taylor is leaving the business after just over two years. The tightly-worded statement announcing his departure did not provide any details on where Taylor was headed or why he was leaving the agency, nor did it provide details on Taylor’s replacement. [READ MORE »]( Dr Mumbo [Dr Mumbo: How Domain solved the housing affordability crisis]( Dr Mumbo isn’t immune from pontificating about property prices at backyard BBQs, which is why he was excited to learn Fairfax’s real estate arm Domain had partnered with ME to create a comedy content series about the quirks of Australia’s property market. Dr Mumbo’s excitement only climbed when he realised every would-be first home owner, wannabe investor and struggling family could relax – Sydney’s prices have plummeted to levels not seen since, well, ever. Related: [Domain releases comedy content series poking fun at Australian property market]( [READ MORE »]( News [No replacement for Latham on Sky News Outsiders, with guest 'basket of deplorables' instead]( Sky News’ controversial political commentary show Outsiders has opted not to make a permanent replacement for presenter Mark Latham, who was sacked 11 days ago. The new format instead sees co-hosts Spectator editor Rowan Dean and former politician Ross Cameron joined by a different guest each week. [READ MORE »]( News [Mamamia continues podcast push with new program targeting kids]( Mamamia has launched a “family-friendly” kids podcast, The Beanies, which it says will save parents embarrassment and hassle when they are bombarded with questions from their kids, and will also serve to distract children from staring at screens. Promising to answer questions such as “What is rain?”, “How do fish breathe?”, and “What is space?”, there are 10 Beanies podcast episodes ready to go “which should buy [parents] a little bit of peace and quiet”, the media company said. [READ MORE »]( Dr Mumbo [Dr Mumbo: When is a correction not a correction? When it's in the AFR]( A lot can happen in 24 hours in AFR-land. Why, it was only on Friday that Dr Mumbo was encouraged by picking up the Financial Review and learning that all is well in the housing market. [READ MORE »]( Sponsored [The secrets of customer segmentation strategy]( In this sponsored post AppBoy’s Sora Wondra explains how a well-developed customer segmentation strategy can increase conversions by 200% in some cases. Customer segmentation strategies are key for relevant and effective mobile marketing. Sending campaigns to smaller, thoughtfully constructed segments (vs. non-targeted blasts) can increase conversion by 200%. Taking time to build, review, or revise segments can help you focus your messaging and your audience. Clarity on your audience will help ensure every message is valuable and that you won’t see opt-outs or lapsing engagement due to irrelevancy. [READ MORE »]( News [New Nissan campaign against non-genuine parts asks: 'Would you trust a stranger with the people or things that you love?']( People dressed as criminals are pretending to be break-pads, bullbars, oil-filters and roof racks to highlight the dangers of replacing car parts with non-genuine products. The campaign is a response to the Federal Chamber of Automotive Industry’s concerns around untested car parts. [READ MORE »]( Opinion [The most important part of the brief that creative agencies are missing]( In this guest post, Ogilvy Sydney’s Ryan O’Connell asks if creatives have been looking at briefs all wrong. Early in my career, I was taught that every single component of a brief was equally important. That the writing of every single word – no matter where it found a home on the brief – mattered, and should be well thought-out. [READ MORE »]( News [SportsTG launches ‘Game Day’ app to commercialise local sport]( SportsTG has released an app to connect brands with sports clubs, players, parents and associated parties in a bid to monetise the local level of Australia’s most popular games. SportsTG, a News Corp company which formed in 2015 following the merger of Fox Sports Pulse and IMG Sports Technology Group, believes grassroots sport is the last “truly uncommercialised area of sport” – something Game Day seeks to change. [READ MORE »]( News [Westpac kicks off 200-year celebrations with ad from 1970s]( Westpac Bank is celebrating its 200th anniversary by re-releasing an ad from 1977 on social media. The ad, which appeared on Facebook this week, was accompanied by the caption: “When you turn 200 and someone finds footage of that thing you did when you were 160”. [READ MORE »]( Opinion [Sport, local government and business go DIY in wake of journalist job losses]( Following Fairfax Media’s announcement of forthcoming editorial job cuts, Stuart Howie looks at how brands can create their own newsrooms and what they need to consider when doing so. With another round of editorial job losses imminent at Fairfax Media in Australia, the continuing contraction in the industry supports the argument that if you want to get your message out, you might need to go DIY. [READ MORE »]( News [Tourism Tasmania appoints Emma Terry as chief marketing officer]( Tourism Tasmania has appointed Emma Terry as CMO, filling the void left by executive director of marketing Guy Taylor who moved on last year to lead the Tasmania Brand Project. CEO John Fitzgerald said the role was crucial to help the state government and tourism industry reach their collective goal of attracting 1.5 million visitors a year to Tasmania by 2020. [READ MORE »]( News [Swisse unveils latest AFL campaign featuring new ambassadors]( Swisse Wellness has unveiled its marketing campaign for its sponsorship of the Australian Football League, with the vitamin brand highlighting the preparation that players put into the game. The campaign, created by Noisy Beast, sees men and women from the AFL leagues training interspersed with shots of children in AFL jerseys also playing the game. It ends with the tagline “Take on the season with Swisse”. [READ MORE »]( Opinion [How communications professionals can win the war against the robots]( From the concerning rise of robo-journalism, to brands’ increasing use of chatbots, there’s no doubt robots are coming for your jobs. In this guest post, Hotwire’s Mylan Vu explains how media, PR and marketing professionals can protect themselves as we adapt to a new normal. There’s something quite unnerving about them. First of all, they’re everywhere. You never know what they’re thinking or what they’re capable of. They can’t be trusted, they’re different, and of most concern, they’re taking our jobs. What’s next? Will they want voting rights and equal pay, too? Could one become the next US President, paving the way for others of their kind? [READ MORE »]( News [ABC beats Ten and Nine in Saturday night TV]( Seven has definitively won the TV ratings battle with an average audience share of 21.7% and three shows in the top 10, ahead of the ABC which finished with a 15.2% share and five shows in the top 10. For the second consecutive night, Ten finished behind the national broadcaster with a 9.3% audience share and no shows represented in the top 10, putting it in fourth place behind Nine which finished with 13.8%. [READ MORE »]( News [303 MullenLowe Perth promotes Derry Simpson to group MD as Al Taylor becomes chairman]( 303 MullenLowe Perth has unveiled a major leadership restructure, promoting group managing director Al Taylor to the role of chairman, and Derry Simpson, head of strategy and planning to group managing director. Simpson will lead the agency alongside executive creative director Richard Berney, and with Taylor, will form the agency’s new executive management team. [READ MORE »]( Opinion [PR agencies, you need to work with us, not against us]( The idea that media agencies are weak and can be replaced by PR agencies is preposterous argues Shivani Maharaj. In this guest post, she argues paid media actually now drives earned media. At last week’s CommsCon event, Ben Shipley, managing director of Spectrum Group, told an audience of public relations professionals that the time is ripe to take on media agencies. [READ MORE »]( News [Seven wins Sunday night television despite My Kitchen Rules absence]( Seven has won Sunday night television with an average audience share of 19%, despite the absence of its most popular reality TV show My Kitchen Rules. Seven News at 6pm was the most-watched program for the evening, averaging 1.247m metro viewers, according to OzTAM’s overnight preliminary metro ratings. [READ MORE »]( News [Atomic 212 wins SAIC Motor's MG creative and media duties]( Independent full service agency Atomic 212 will work with Chinese automotive company SAIC Motor’s car brand MG to re-launch and re-brand the product in the Australian market. As part of the appointment, Atomic 212 will handle all communications, creative, strategy and media buying across the brand. [READ MORE »]( News [IAB launches Mobile Data Location Handbook to help marketers better use mobile location advertising]( The Interactive Advertising Bureau of Australia (IAB) is looking to provide marketers guidance on how to use mobile location advertising to acquire and retain audiences via the publication of a new handbook. Produced by the IAB Mobile Advertising Council, the Mobile Location Data Handbook aims to simplify location data for those thinking of employing it, and offers practical advice for those already using it in their marketing efforts. [READ MORE »]( News [Seven wins the ratings week despite success of MAFS finale]( The two-horse ratings race between Seven and Nine continued last week, with the final episodes of Nine’s Married at First Sight drawing the largest audiences, but Seven winning in terms of audience share. The finale of Married at First Sight was the most-watched program of the week with 1.401m across the five metro markets and 2.005m once regional audiences were factored in, according to OzTam overnight preliminary metro ratings. [READ MORE »]( Sponsored Post Tap into your competitive spirit and enter the Sports Marketing Awards If you are doing outstanding work in sports marketing, you need to get an entry in to the Mumbrella [Sports Marketing Awards](. These awards will be judged by some of the best in the business. Final entries close Thursday, April 13. [Mumbrella’s Sports Marketing Summit]([announced the]( inaugural awards for 2017 across [10 categories recognising the best marketing, PR, activations, media properties and presenters in the sports business.](Check out the categories and entry criteria [here](. FYI • [Friday night TV: ABC beats Ten]( • [Gorilla gives appliances the fashion treatment]( Jobs [44 New Jobs]( MOST DISCUSSED [Fairfax Media to slash jobs as it restructures editorial across metro division]( [Google surrenders with third party verification for advertisers on YouTube but downplays exposure]( [Brands on notice as The Checkout returns to air following Reckitt Benckiser High Court decision]( [News Corp looks to capitalise on digital brand safety concerns in new campaign]( 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.](