Adland is a foreign country | Ninja beats Masterchef final | Copywriting unicorns | Nielsen digital ratings | One Green Bean wins | Apple goes retro | Holden Hunts Sharks | Social media bubbles

[View Newsletter Online]( [Mumbrella Newsletter]( Develop essential skills in all things digital at the Mumbrella Digital School The [Mumbrella Digital School]( is a six-week evening course where you’ll get a concentrated and convenient path to quickly catch up on the fundamentals of digital marketing. You will walk away with practical and applicable knowledge to bring back to your organisation. Course content includes big data, social media ads, search marketing, mobile and more. Space is limited, [book your spot today.]( News [Masterchef grand finale loses half a million viewers on last year as Ninja Warrior wins evening]( 1.303m metro viewers tuned in to watch Diana Chan crowned the winner of Masterchef 2017 last night, down more than 500,000 from last year’s event. The show was defeated by Nine’s Ninja Warrior semi-final, which aired in the same time slot, attracting 1.535m metro viewers, and topping the 18-49 and 25-54 key advertising demographics. [READ MORE »]( News [One Green Bean wins four new clients including Holden and Tourism Australia]( One Green Bean has added four new clients to its portfolio including Holden, Tourism Australia, Red Bull and Mutti Parma, Mumbrella can reveal. Carl Ratcliff, One Green Bean’s CEO, told Mumbrella the agency will have more announcements in coming weeks including new staff members joining the team. [READ MORE »]( News [Nielsen launches daily digital content ratings, provides off-platform audience measurement]( Digital industry body IAB Australia and Nielsen have officially launched the third major stage of their digital audience measurement upgrades – daily digital content ratings. Originally announced in 2014 after winning the IAB’s online measurement contract, Nielsen’s newest metric will give publishers, agencies and brands daily digital audience data across video, audio and text for the first time. [READ MORE »]( Dr Mumbo [Dr Mumbo: Copywriters wanted. Urgent. Really urgent.]( If readers were wondering about that noise they just heard in the distance, Dr Mumbo has the explanation: It was his irony meter exploding. The overload came after industry body ADMA sent out the following marketing email. [READ MORE »]( Features [Adland vs the average Australian Joe: Mumbrella360 video]( In this Mumbrella360 session, host Osher Günsberg reveals how tragically out of touch adlanders are with the average Australian. Have you ever had a sneaking suspicion that your media or marketing job makes you different from your friends, family and fellow Australians? [READ MORE »]( News [Dunkirk and Baby Driver top weekend box office takings]( Drama and thriller film Dunkirk starring Harry Styles has jumped straight to number one in the weekend box office, earning $6.002m across 535 screens. The Warner Brothers film has earned $6.250m in total, beating Sony Pictures’ Baby Driver which came in second place by pulling in $2.449m over the weekend. [READ MORE »]( News [Apple goes retro to show off personalised memory videos in new campaign]( Apple has launched a new ad to promote the Memories tab in the iPhone 7’s Photos app, starring an old man creating slideshows out of his archives for the phone’s users. The 30 second commercial shows a mother looking through her phone as the elderly man works away in his warehouse to find Apple more users’ memories. [READ MORE »]( Opinion [In defence of the written word: Why the PR industry needs to relearn how to write]( In our video-centric industry, copywriting often gets shoehorned in as a last minute afterthought. In this defence of the written word, Weber Shandwick’s Kelly Lane argues the PR industry needs to learn how to tell stories again. With the rise of visual influence, some might think written content has taken a back seat to other more exciting forms of storytelling. [READ MORE »]( News [VW heads into future with interactive Golf campaign]( Volkswagen has worked to bring the hand gesture controls of its new Golf 7.5 to life through an outdoor campaign using interactive digital screens. The outdoor developed by PHD plays on the creative strategy developed by VW’s creative agency DDB featuring a child dreaming about his future car and what it would be like to drive. [READ MORE »]( News [Former Gizmodo managing editor Danny Allen joins Finder as head of publishing innovation]( Financial and shopping comparison website, finder.com.au has appointed Danny Allen, as head of publishing innovation. Allen joins from Allure Media where he worked for the last seven years in various roles including managing editor of Gizmodo, Lifehacker and Kotaku Australia, and head of production and innovation. [READ MORE »]( News [Dawn Watt exits GM role at Fuse Agency to go in-house at FOREO]( The former general manager of Fuse Agency Australia, Dawn Watt, has joined cosmetic company FOREO as its global PR manager. Watt rejoined Fuse after eight months at Red Republic as agency manager in December last year. [READ MORE »]( News [Going on the hunt for the Holden Astra glovebox shark]( One Green Bean and Holden are taking viewers into the mean streets of suburban Sydney for a mockumentary video about the “fabled” Holden Astra glovebox shark. The one minute thirty video is voiced by celebrity impersonator Colin Cassidy discussing the shark’s habitat in a David Attenborough style documentary. [READ MORE »]( Opinion [We're all living in a social media bubble, and it's a brand's job to pop it]( Filtering is a worrying byproduct of social media’s complex algorithms, but it could present brands with an opportunity to burst through the bubble, says Stewart Gurney, chief strategy officer of PHD Australia. Over the last year or so we’ve being increasingly warned about the dangers of ‘echo chambers’. How the bubbles of filtered information we surround ourselves in give us a limited perspective of the world and can result in things like Trump, Brexit or worse: a general apathy to bigger societal issues. [READ MORE »]( Sponsored Post Submit your ideas for speakers and sessions at Mumbrella's Publish 2017 If you have a great idea for a session you’d like to curate or a standout speaker suggestion you’d like to put forward for the [Mumbrella Publish]( conference, the call for session proposals is still open. If you have new research to present, risky session ideas or a brilliant case study, we want to hear from you. Submit your speaker or session idea [online here.]( FYI • [Ten days left to enter 2017 Amnesty International media awards]( • [The Howie Games podcast seeks out the human stories behind sporting legends]( • [Mark Bouris joins the Southern Cross Austereo podcast network]( • [Seedooh promises to improve Out-of-Home transparency and viewing data]( • [Darren Levin, former Junkee managing editor and VICE producer to head new content venture for Bolster]( Jobs [136 New Jobs]( MOST DISCUSSED [Delta Goodrem's 'bad behaviour' in Apple ad catches eye of watchdog]( [Sam Frost joins cast of Home & Away on Seven]( [Foxtel elaborates on Game of Thrones glitch]( [Infidelity is back as Ashley Madison restarts PR activities]( 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.](