Isentia axes King Content | BMF co-founder Brown launches consultancy | Stefanovic's triumphant return | Programmatic's highway robbery | Kochie's bad maths | New Carlton Dry ads | Advertisers' cricket fears

[View Newsletter Online]( [Mumbrella Newsletter]( Tomorrow is your last chance to save $100 on tickets [Mumbrella’s Health & Wellness Marketing Summit]( will give you the tools to cut through in a crowded sector. Hear from experts including Lola Berry, nutritionist and author; Tanya Joseph, the UK woman behind the acclaimed campaign This Girl Can; Medibank’s Content Producer; Head of Marketing for Fitness First; and more. The earlybird ends tomorrow, so this is your last chance to grab a $100 saving – [book now.]( News [Isentia axes King Content, closes its NY and HK offices and writes down $37.8m]( Less than two years after buying content marketing agency King Content, Isentia has axed the brand, writing off $37.8m of its investment. In an update to the ASX today, Isentia told the market that the board had decided to kill the King Content brand and close its offices in Hong Kong and New York. King Content’s work will instead be folded into Isentia’s main operation. [READ MORE »]( Opinion [The crown that slipped: What went wrong with Isentia’s $48m acquisition of King Content?]( When King Content was sold to media monitoring company Isentia, the deal changed how the industry thought about the content marketing sector. But under its new ownership King Content soon stalled – and took Isentia’s dream of becoming a billion dollar company with it, as Steve Jones reported in May. [READ MORE »]( News [BMF co-founder Warren Brown re-emerges with new consultancy Gutthink & Partners]( Just six months after departing BMF as the creative founder, Warren Brown, has launched a new business consultancy, Gutthink & Partners, Mumbrella can reveal. Brown is partnering with co-founders Martin Rippon, the former CMO at R.M. Williams ands former MD at BMF, and international property lawyer Justin Senescall. [READ MORE »]( Features [Is Ehrenberg-Bass just bad communications done really well? Mumbrella360 video]( In this Mumbrella360 session hosted by consumer psychologist Adam Ferrier, the battle lines are drawn as Danielle Uskovic, Adam Ballesty, Jim Ingram and Andy Lark attempt to argue for and against the Ehrenberg-Bass Institute’s ‘laws of marketing’. These days, it’s seems there’s only one bona fide way to do marketing: the Ehrenberg-Bass way. [READ MORE »]( News [Big Bash League schedule expands, but player standoff keeps agencies nervous]( Cricket Australia has announced an expanded Big Bash League season, with 40 matches to be played between December 19 and February 4 – but the sport had been forced to admit doubt still clouds the future of the season and the Ashes series as the pay dispute with players continues. The announcement also sees confirmation of the returning commercial partners, KFC, Toyota, and Weet-Bix for the BBL, and Rebel and the Commonwealth Bank for the Women’s Big Bash League. [READ MORE »]( News [Karl Stefanovic's This Time Next Year tops Monday night ratings]( Despite speculation Karl Stefanovic has fallen out of favour with viewers, his new ‘transformational’ television show, This Time Next Year, debuted on Nine last night and topped the ratings leader board with 1.282m metro viewers. Consisting of Australians pledging to change their lives over the course of a year, the show saw most of its viewers watch from Melbourne (441,000) and Sydney (362,000), according to OzTAM’s overnight preliminary metro ratings. [READ MORE »]( Opinion [Marketo demonstrates why marketing automation fails more often than not]( After he didn’t reply to an email encouraging him to “STOP MARKETING. START ENGAGING”, Malcolm Auld fell down an email marketing automation rabbit hole at the hands of none other than marketing automation company Marketo. Oh, the irony. You have to admire the marketing automation industry. It’s the gift that keeps on giving. [READ MORE »]( Opinion [Programmatic doesn’t have to be highway robbery, but it usually is]( Mark Ritson’s belief that programmatic is as dodgy as a $7 note has a little too much truth to it, and it’s a human issue, not a tech one, explains Simon Larcey. You might think it strange that someone in the adtech industry like myself – someone with a vested interest in the success of programmatic platforms – should come out with a statement that programmatic buying is highway robbery. [READ MORE »]( News [Aussie soccer broadcasting pioneer Les Murray dies aged 71]( SBS has announced pioneering soccer broadcaster Les Murray passed away this morning following an illness, aged 71. Murray emigrated from Hungary in 1957 and became SBS’ face of soccer as the commentator for the 1986 World Cup. He retired from broadcasting in 2014 after spending 34 years at the network where he became head of sports coverage. [READ MORE »]( Opinion [Don't let Pandora and SoundCloud fool you: music streaming is alive and well in Australia]( The US music streaming giants are jumping off the good ship Australia, but don’t take that as a sign streaming music is struggling, argues Steve Hughes. Pandora and SoundCloud have now shut up shop in Australia. Both offerings had a number of local high-profile staff and the services seemed to be doing well from the outside. [READ MORE »]( Dr Mumbo [Dr Mumbo: Save $10,000, the David Koch way]( Dr Mumbo always eats lunch at his desk, so you can imagine his joy when he discovered this was the path to wealth. In yesterday’s edition of The Daily Telegraph, Libby & David Koch told readers they could save 50 dollary-doos a week by simply thinking ahead and bringing their own tasty treats to work. “That’s $2,600 a year,” Dr Mumbo hears the mathematically-inclined among you thinking. Not so, according to the formidable pair at MoneyHQ. [READ MORE »]( News [Lovehoney celebrates National Orgasm Day with innuendo-filled ad]( Lovehoney Australia is celebrating National Orgasm Day by launching a campaign filled with sexual innuendos including eggplants and hotdogs. The 30-second commercial features blow-up balloons, a vibrating phone, a cucumber, hotdogs, peaches, bunnies, eggplant, fly swatters and hair gel. [READ MORE »]( News [Carlton Dry encourages Australians to 'Underthink It' when making decisions]( Carlton Dry wants Australians to ‘underthink it’ when it comes to making social decisions. The latest series of ads are set at Carlton Dry’s ‘Underthink Tank’ which resembles a keg and features a crack team of underthinkers figuring out how to navigate social dilemmas. [READ MORE »]( Opinion [Influencer marketers could learn a thing or two from direct mail]( Taking a leaf out of direct mail’s playbook, hyperlocal influencer marketing could be the answer to your brand’s personalisation problems, writes Taryn Williams. Direct mail. It’s so local and so ’90s. But it still works. According to SEMA Group, 92% of all direct mail is opened, and 48% of people took action after receiving direct mail. See if you can find an email campaign which managed that. [READ MORE »]( News [Optus adds GPJ to its experiential roster]( Optus has added experience agency GPJ to its experiential agency roster. The partnership will see the agency handle creative, experiential and production services to Optus. [READ MORE »]( News ['Finding a home is a numbers game': Domain launches latest TVC]( Property marketing website Domain has launched a new 60-second brand ad focussing on the excitement of the property search process, inspections and home auctions. The TV spot shows a montage of couples searching for a new house, set to Serena Ryder’s soul rock song ‘Got Your Number’ . [READ MORE »]( Opinion [Three reasons mobile marketers need to pay attention to iOS 11's new App Store]( With Apple’s iOS 11 official release date expected in a few months’ time, M&C Saatchi’s Bobbie Gersbach unpacks what it all means for mobile marketers. With the 10th anniversary of the iPhone comes a shiny new version of iOS 11, due to be released in September 2017. There is a range of updates that will occur in the App Store which will no doubt slap Apple fans in the face, but also represent the change they are craving. [READ MORE »]( News [War for the Planet of the Apes opening tops weekend box office takings]( War for the Planet of the Apes, the latest instalment in the movie franchise which first premiered in 1968, has gone straight to number one in the Australian box office, unseating last week’s leader, Dunkirk. While the Apes movie failed to match Dunkirk’s opening weekend of $6m, it still managed to draw $4.07m across 441 screens, just eclipsing Dunkirk’s second weekend figures of $3.972m on 427 screens – which brought the war epic’s total box office takings to $12.3m. [READ MORE »]( News [Dentsu Aegis creates head of diversity and inclusion role, appoints Catherine Krantz]( Dentsu Aegis has appointed Catherine Krantz to the newly created role of head of diversity and inclusion. Krantz, a 16-year veteran of the agency, will take on the network-wide role which will focus on creating positive change across the ANZ business. [READ MORE »]( News [Making a big noise in social: local business social marketing platform Tiger Pistol expands in the US]( Local advertising has proved difficult for marketers in an online world despite the promises of services like Google My Business and Facebook Pages. Melbourne-founded advertising platform Tiger Pistol believes it has an answer for brands wanting to connect to neighbourhood consumers. Now based out of Austin, Texas, the company’s CEO & co-founder Steve Hibberd spoke to Mumbrella about Tiger Pistol’s growth and how marketers are adapting to local selling on Facebook and other social media platforms. [READ MORE »]( Features [How social media sports platform 20Four is giving athletes a bigger slice of the sponsorship pie]( Since its launch in May, sports content platform 20Four has doubled in size, having signed more than 100 professional athletes boasting a combined audience of over 14 million social accounts. Founder and CEO Chris Haigh recently spoke to Mumbrella about how athletes are getting a bigger slice of sports sponsorship through influencer programs while advertisers manage brand safety concerns. [READ MORE »]( Sponsored Post Don’t miss the chance to hear from Google, UBank, IAG, Facebook and more next week There is just one week remaining to book tickets for the to [Mumbrella Finance Marketing Summit.]( On August 10, marketing leaders from Google, UBank, Facebook, Westpac, IAG, American Express and more will offer key insights from across the banking, finance, insurance and superannuation sectors. Your competitors will be there, will you? [Book now.]( FYI • [Phil Whitehouse joins Bilue as General Manager]( • [Luscious launches VR and AR offering]( • [Bold Media wins MullenLowe APAC and expands into Singapore]( • [Aussies in Hollywood and We Paid to See This podcasts launch on PodcastOne]( Jobs [57 New Jobs]( MOST DISCUSSED [Former CEO of IPG Mediabrands' Ansible Scott Player takes on role at APD]( [Jamil Bhatti joins PR agency Edelman as creative director with promise to apply learnings from UK]( [Instinct and live data 'the new weapons in an editor's arsenal' says News Corp's Michael Miller]( ['I've not been this excited about Mamamia in years': Mia Freedman on website refresh]( 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.](