Accenture buys The Monkeys | Fairfax reveals takeover proposal | Why News Corp is the media reforms winner | McCain calls pitch | No more quarterly circ data for newspapers | 17 things the SMH taught us about Pip Edwards' activewear | 55 new jobs

[View Newsletter Online]( [Mumbrella Newsletter]( The program is complete for Mumbrella360 and it's the biggest and best yet [m360_enewsletter_header_v3]( With more than 60 conference sessions and 17 masterclasses to choose from, your time at [Mumbrella360]( will be very busy. That’s not even factoring the one-on-one formal networking, exhibition hall, breakfast presentations and social events. If you’ve never attended before, check out the [highlights video]( from last year to see what all the buzz is about. [Book your ticket now](. News [Accenture buys The Monkeys]( Global professional services company has bought independent creative agency The Monkeys and design business Maud. The acquisition plans to strength Accenture Interactive’s customer experience capabilities. [READ MORE »]( Opinion [The Biggest Winner of the media reforms is... News Corp as usual]( Call it Lachlan’s Law. One of many consequences of the government’s comprehensive package of media reforms announced over the weekend is that Ten becoming part of the News Corp family starts to look more likely than not, argues Mumbrella’s Tim Burrowes. No wonder Rupert Murdoch looked so pleased as he shared a stage with Malcolm Turnbull and Donald Trump in New York on Friday night. We’ve been here before. [READ MORE »]( News [McCain Foods Australia and TBWA Melbourne part ways as brand pitches creative]( McCain Foods Australia is pitching its creative account, Mumbrella can reveal. The pitch will mark the end of the brand’s relationship with TBWA Melbourne, which began in early 2013. [READ MORE »]( News [Fairfax Media reveals details of TPG takeover proposal]( Fairfax Media has revealed details of the takeover proposal for the company which emerged over the weekend. In an update to the ASX, Fairfax said that on Friday night it received an “unsolicited, preliminary, non-binding indication of interest” from a consortium including TPG Group and Ontario Teachers’ Pension Plan Board. [READ MORE »]( Dr Mumbo [Dr Mumbo: When adland went to prison]( In the end, the Adland Gang effected their escape from former juvenile detention centre Yasmar Facility. [READ MORE »]( News [Government proposes to reduce anti-siphoning list by 100 events]( The Turnbull Government wants to remove 100 sporting events from its anti-siphoning list as part of a wider media reforms package it announced on the weekend. The anti-siphoning scheme aims to ensure that sporting events “of cultural or national significance remain freely available to all Australian viewers” by preventing subscription broadcasters from acquiring the rights to events on the list until the events are acquired by a free-to-air broadcaster, or are automatically removed from the list 12 weeks before they commence. [READ MORE »]( News [Turnbull Government to abolish licence fees in media reform package]( The Turnbull Government is set to abolish broadcasting licence fees, further restrict gambling advertising in live sporting events across all platforms and repeal the two out of three and 75% audience reach media ownership rules as part of a comprehensive package of reforms that the government says will “improve the sustainability of Australia’s free-to-air broadcasting sector”. [READ MORE »]( News [Communications Minister Mitch Fifield: All Australian media companies are operating in a very challenging environment]( The Communications Minister Mitch Fifield has refused to be drawn on whether the proposed media reform package announced today will be able to save troubled Network Ten. On Saturday, the Turnbull Government revealed the package which is set to abolish broadcasting licence fees, further restrict gambling advertising in live sporting events across all platforms and repeal the two out of three and 75% audience reach media ownership rules. [READ MORE »]( Dr Mumbo [Dr Mumbo: 17 things the SMH taught us about Pip Edwards' activewear]( Sometimes it’s too easy to look down upon the people who have “journalist” in their job title, but write about the lighter side of life. Spare a thought then, for Sydney Morning Herald fashion editor Jenna Clarke, tasked with producing a profile of designer Pip Edwards. [READ MORE »]( News [St George Bank introduces animated life coach Little Dragon in latest campaign]( Little Dragon, a small animated dragon who gives life coaching and advice about home loans and investments, is the focus of a new campaign for St George Bank. Created by Saatchi & Saatchi, Little Dragon aims to represent the little voice in the customer’s head, appearing at moments of indecision to inspire and motivate. [READ MORE »]( News [Masterchef audience down to 767,000 viewers as it is beaten by House Rules]( Ten’s flagship cooking show Masterchef has taken a dive falling to 767,000 metro viewers for Sunday night television, posting its lowest audience of the season. The debut of Masterchef’s season nine pulled 1.06m viewers, however it hasn’t managed an audience over one million since episode one, according to OzTAM’s overnight preliminary metro ratings. [READ MORE »]( News [Greg Hywood: Fairfax spotted structural challenges early and as result has greater market cap than Seven, Nine and Ten combined]( Fairfax Media CEO Greg Hywood has suggested the publisher had more vision than the TV commercial networks when it came to grappling with structural changes that threatened “their very existence”. In a comment piece welcoming the media reforms published in The Sydney Morning Herald, Hywood said: “Companies, such as Fairfax, that spotted the trends early and acted – reducing legacy costs and building new businesses like Domain – can not only survive, but thrive in the new world.” [READ MORE »]( News [AMAA to release newspaper and weekly mag circulation data every six months not each quarter]( The Audited Media Association of Australia will no longer be releasing quarterly circulation figures for newspapers or weekly magazines, with both figures to be moved to every six months. According to the AMAA, the changes are the result of a ” recent review” with publishers and media agencies “regarding the rules and reporting deadlines”. [READ MORE »]( Opinion [The rise of the Media Centaur]( The AI revolution won’t be the end of the world for people in media agencies but only if we can overcome the ‘them’ versus ‘us’ mindset says Alex Concannon. As artificial intelligence (AI) becomes mainstream, it feels like we are careering past a point of no return. The data-driven approach to media buying we have proudly cultivated is going to render us all obsolete as we are replaced by computers. Or will it? [READ MORE »]( News ['You don't know me': Clemenger BBDO Sydney kicks off campaign for 2017 Rugby League World Cup]( Lesser well-known rugby league players are warning the big stars and well-known teams they “can hurt” them in ad kicking off the marketing push for the 2017 Rugby League World Cup. Created by Clemenger BBDO Sydney, the new work features players from Samoa and the United States to show dominant teams – such as New Zealand and Australia – that anyone can be a threat. [READ MORE »]( News [The millennial marketers target moves to the world of gaming]( Advertisers believe they have found a new route into the elusive millennial male market, with the rise of eGaming now on the radar of marketers. Brands such as Intel, St George, Budweiser, Telstra and Virgin, Velocity, Dolby and even sports car manufacturer McLaren are now looking to the world of eGaming as a path into a connected audience, passionate about games. [READ MORE »]( News [Fairfax Media's Sean Aylmer: $30m restructure a necessary part of evolving newsrooms]( Fairfax Media editorial director Sean Aylmer has moved to reassure readers of The Sydney Morning Herald and The Age that it remains committed to “keeping our newsrooms great” in today’s edition of the two newspapers. Aylmer’s comments come as Sydney Morning Herald and The Age journalists strike for seven days in protest of a proposal that will see 125 jobs axed. [READ MORE »]( News [NAB tells story of how the Aussie Bum's business came to life as part of new brand campaign]( NAB is telling the real life stories of how it has helped Aussie Bum managing director and founder Sean Ashby and other business customers succeed. Created by The Bridge Melbourne, the new brand platform aims to showcase NAB customers and how their business grew to life. [READ MORE »]( News [Drive Network appoints ex-Ten executive Darren Anderson as chief revenue officer]( Former Network Ten commercial partnership director Darren Anderson has been appointed as the chief revenue officer for the Drive Network which publishes Drive.com.au and TheMotorReport.com.au. Anderson had been at Network Ten since 2014. Prior to that he was group sales director at ACP Magazines (now known as Bauer Media) and was CEO of the Village Roadshow owned and operated business Lifestyle Rewards. [READ MORE »]( News ['Mr Veggie Truck' and sunscreen dispensers on beaches: HCF shows Australians 'A world where health comes first']( HCF is asking Australians to imagine a world where health comes first in a new ad featuring a replica of Mr Whippy’s ice-cream truck which sells veggies as opposed to soft-serve. The latest spot, created by The Monkeys, reimagines everyday scenarios where health is the first priority, such as cyclists on streets without cars and exercise machines on commuter trains. [READ MORE »]( Opinion [An open letter to marketers: it’s up to you to save the media industry now]( Mainstream media is close to crisis point, with revenues drying up and quality content in shorter supply than ever. Mumbrella’s Alex Hayes argues it’s time for advertisers to take some responsibility for resolving the problem. It turns out that AFR ‘World if fukt’ headline from a couple of years ago hit the nail on the head. At least for the media industry. I’ll be honest, I’m deeply depressed with the ever increasing spiral of descent we’re stuck in at the moment. [READ MORE »]( News [VMO looks to redefine outdoor with launch of VMO Programmatic]( Out-of-home company VMO has globally launched its programmatic product VMO Programmatic which aims to redefine the outdoor sector by allowing advertisers to target specific demographics in real time across its outdoor networks. VMO claims the benefits of the platform are “enormous”. [READ MORE »]( News [Masterchef helps boost Ten's share but Nine wins in total people and grocery buyers]( The return of Masterchef last Monday evening has helped Ten claw back some audience share with the channel claiming an audience share of 27.8% across total people for week 18 of the year. Ten’s share for the week was up on week 17’s share of 21.1% but while it was growth for the channel it still remained in third place with Nine taking out the win with a share of 36.3% ahead of Seven’s share of 35.8%. [READ MORE »]( News [Nine MD Amanda Laing resigns]( Nine managing director Amanda Laing has resigned and will leave the company in July. Laing began with the wider group in 1999 as general counsel for ACP Magazines which Nine sold to Bauer Media in 2012. She was promoted to the MD position at the end of 2015. [READ MORE »]( Sponsored Post Book your ticket to Australia's biggest and best sports marketing summit [Mumbrella’s Sports Marketing Summit](has lined up the biggest names in sports marketing for June. Hear from Joel Price, Senior Manager of Digital Content for Los Angeles Chargers; Lynne Anderson, CEO of Australian Paralympic Committee; and Matthew Pavlich, Co-Founder of Pickstar and President of the AFL Players Association. [Book your ticket now](. FYI • [TV Week partners with Samuel Johnson’s Love Your Sister charity]( • [IAB appoints Yahoo7’s Justin Orchard and Nine’s Nathan Powell]( • [Fairfax Media names Andrew Burke as editor of AFR Weekend]( • [Ten’s The Living Room creeps closer to Seven’s Better Homes and Gardens]( • [CrocMedia launches AFL Nation Countdown]( • [Not-for-profit Global Sisters undergoes major rebrand]( • [DrinkWise locks in three year partnership with the AFL]( Jobs [64 New Jobs]( MOST DISCUSSED [Fairfax Media journalists walk off job for week in response to cuts]( [Fairfax Media to axe 125 editorial jobs as part of $30m restructure]( [Loyalty card flagged as Aldi's last big gap in taking on Coles and Woolies]( [PR agency shuts doors in 'solidarity' with Fairfax Media journalists]( 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.](