Inside the media reform deals | Google took my name | Media agencies must change or die | Dr Mumbo hails ABC changes | Media bosses welcome reforms | Perfect, ugly marketing

[View Newsletter Online]( [Mumbrella Newsletter]( BEFEST Awards must close for final submissions at midnight tonight Last year’s [BEFEST Awards]( shortlist included the likes of Medium Rare Content, One Green Bean, The Sydney Opera House, VICE Australia, Ikon, Emotive and more. If you’re doing award-worthy work in branded entertainment or pushing the limits with film, music or gaming, don’t let your competitors take home the prize. Check out which [categories]( you excel in and [get your entries sorted now.]( Submissions will be closing at midnight tonight so get moving News [The devil in the detail: The deals the government made to get media reforms across the line]( The government’s success in the Senate last night in abolishing broadcasting restrictions came at a cost, with over $70m in concessions to One Nation and the Nick Xenophon Team. A $10m scheme for cadet journalists, a $50m media innovation fund and $12m to support community radio stations are the main ticket items agreed to by the government along with an ACCC inquiry into Facebook and Google’s powers and changes to the ABC charter. [READ MORE »]( News [Ten wins the night as the Bachelor picks his winner]( Ten’s The Bachelor won last night’s TV ratings as 1.116m metro viewers tuned in to see Matty J crown Laura as the winner. Despite the win, the finale was down on last season’s finale when 1.342m watched Richie Strahan chose Alex Nation as his new girlfriend. [READ MORE »]( News [Media bosses welcome media reforms, thank Fifield, Turnbull and Xenophon]( Australian media companies have thanked Communications Minister Mitch Fifield, Prime Minister Malcolm Turnbull, and Senator Nick Xenophon, for their support of the media reforms bill, which passed the Senate on Thursday night. Media bosses have broadcast their gratitude, particularly in relation to the removal of the two-our-of-three and 75% reach rule, which they have said will make the industry more competitive. [READ MORE »]( Dr Mumbo [Dr Mumbo: Introducing the ABC's new name]( Pauline Hanson and Andrew Bolt can now rejoice. The Australian Broadcasting Corporation is no more. Instead, Dr Mumbo would like to announce the arrival of The Australian Broadcasting Corportation. Keen-eyed adlanders noticed the change in ABC’s name during Gruen on Wednesday evening, but Dr Mumbo couldn’t catch up until this morning, as he – of course – has been spending his time watching The Bachelor. [READ MORE »]( Opinion [Media agencies must change or die]( Path 51’s Simon Larcey delves into the financial industry’s past to discover what its failures can tell us about the future of automation in adland. What he discovers is crystal clear: adapt or die. While they say those who forget history are doomed to repeat it, the proliferation of automation in agency land seems like uncharted territory. Surely we can’t look to the past for an indication of what to expect from robots taking our jobs? [READ MORE »]( News [APAC nominations announced in the Mumbrella Asia awards shortlist]( The Mumbrella Asia Awards shortlist has been announced, with several Australia-based agencies and campaigns making the final cut. All up 14 Australian agencies and campaigns are nominated across APAC categories, with agencies including OMD, Emotive, Eleven and Atomic 212 all making an appearance. [READ MORE »]( Sponsored Post Now’s Your Chance: Get Your Mitts on Australia’s Best Awards Design Awards is a team of crazed designers and artisanal craftsmen that make bespoke awards and trophies. High-end masterpieces, internal corporate awards, your boss’s face on a base – we turn your idea into reality. We’re like 3D printing before 3D printing was a thing. Don’t worry, we also do 3D printing. Best of all, we’re offering [15% off your first order](* for Mumbrella readers. Beautiful trophies for everyone! Opinion [Google nabbed my agency's name and originality died]( Google’s forming of holding company XXVI came as news to Hamish Cargill, director of brand language agency XXVI. In this guest post, he challenges the tech giant’s lack of originality while simultaneously cashing in on the cachet this could bring his agency. [READ MORE »]( Opinion [How Apple's new offerings are mobilising an army of creators]( With 90% of all digital photos now taken on a mobile and Apple’s new offerings laid out for the world to see, Tribe CEO Anthony Svirskis explores how the future of social creators is shaping up. Cue the cascade of articles analysing every minute detail possible – the features, the functions, the onstage facial recognition fail. [READ MORE »]( LinkedIn's Australian Agency Influencer of the Year [Why marketing ugly is perfection]( In this posting from the LinkedIn Agency Influencer program, brand strategist Rhys Gillmer hails this innovative campaign from Harris Farm. We all live in a very competitive world, where it’s hard to escape the mould society expects of us to be seen as successful. It’s a vortex, one which we are all sucked into whether we like to admit it or not: perfection is a safety blanket, something you can rely on to succeed and eliminate your troubles, while beauty, intelligence and wealth – the three pillars used as criteria for success – dictate much of what makes us tick, and this extends beyond being merely human. [READ MORE »]( News [Simplicity is a CMO's most valuable skill says Suncorp's Pip Marlow]( The smartest capability a chief marketing officer can provide to executives and board members is simplicity, Suncorp’s CEO of strategic innovation, Pip Marlow told a forum in Sydney yesterday. Speaking at ReThinkTV’s second forum, Marlow said it was important chief marketing officers simplified what they were telling executives and board members, and that they learn how to speak about return on investment. [READ MORE »]( News [Media reforms to go ahead as Senate passes bill]( The media reforms bill proposed by the Turnbull Government has passed the Senate. A removal of broadcasting licence fees, restrictions on gambling advertising in live sporting events across all platforms, and the repeal of the two out of three and 75% audience reach media ownership rules, are included in the approved package. [READ MORE »]( Features [How to build a successful Facebook advertising campaign | Mumbrella360 video]( Ever wondered why your Facebook campaign isn’t getting the engagement you’d hoped? In the following session from June’s Mumbrella360 conference, Steve Weiss, director of Facebook advertising agency MuteSix shares his tips for reaching as many customers as possible. According to MuteSix director Steve Weiss, most failed Facebook ad campaigns are a result of one simple thing: advertisers not fully understanding the range of options available to them when planning their campaigns. [READ MORE »]( Opinion [Pharmaceutical marketing: the industry adland forgot]( Mainstream media businesses, including the likes of Google, Facebook and many of the mainstream ad agencies and media buyers don’t understand how real pharmaceutical media and marketing work, writes Medical Republic’s Jeremy Knibbs. The pharmaceutical industry is a $26 billion enterprise in Australia, one which is subsidised directly by Australian taxpayers through the Pharmaceutical Benefits Scheme (PBS) to the tune of over $7 billion. [READ MORE »]( News ['Coverage reigns': Dr Karen Nelson-Field calls for review of MRC standard]( Changes to the Media Rating Council’s viewable advertising impression measurement guidelines could help brand owners, according to a newly released study by academic and researcher Dr Karen Nelson-Field. Speaking at ReThinkTV’s second forum, Nelson-Field called for a re-establishment of the baseline of video viewability, following new research which found levels of coverage have a significant impact on attention and sales. [READ MORE »]( News [Southern Cross Austereo officially launches PodcastOne]( Southern Cross Austereo officially launched its Australian Podcast Network, PodcastOne Australia this week. The network, which has been in live beta for the last month, featured a 20 minute walk through at the launch event on Wednesday night with samples of local podcasts – Adam Shand’s Trial of the Vampire, Mark Howard’s Howie Games, and Gary Mehigan’s A Plate to Call Home. [READ MORE »]( Features [The dying art of being predictable | Mumbrella360 video]( In this session from the Mumbrella360 conference, senior marketers discuss why consistency is a dying art, and what marketers can do to ensure their brands remain instantly recognisable. Jon McKie kicks off the session by showing a video featuring members of the public attempting to guess brands from their strap lines. As you’d expect, the brands with the most consistent lines across the decades were the most easily guessed by the public. But does this mean that consistency is always the best policy? [READ MORE »]( News [MercerBell opens shop in Melbourne]( Customer experience agency MercerBell has launched a Melbourne office to service its long standing client, Toyota. Nick Mercer, CEO of MercerBell, will be relocating to Melbourne to assist in launching the office and transition the team which follows Toyota Australia’s head office move to the city. [READ MORE »]( News [Edith Cowan University reappoints 303MullenLowe to creative account]( Edith Cowan University has reappointed 303MullenLowe to its creative agency account. 303MullenLowe was first appointed to the account 2001, and has been retained for another six years. [READ MORE »]( News [Same sex couples share wedding day moments in latest Vote Yes campaign]( Leo Burnett Melbourne has created a montage of same sex couples on their wedding day, sharing emotional moments of their family friends during different wedding ceremonies. ‘Vote Yes: For every Bachelor and Bachelorette’, premiered last night during the finale of The Bachelor. [READ MORE »]( Sponsored Post Save $100 on your ticket to Mumbrella’s MSIX by midnight Wednesday Earlybird tickets for [Mumbrella’s MSIX]( conference is ending soon – grab your tickets by Wednesday to save $100. The day will bring together nerds, academics, business owners, CMOs and visionaries as they all come together to exchange ideas around marketing science, behavioural economics, artificial intelligence and data science. The full program is available online – [check it out]( and [grab your earlybird tickets.]( This is one day every marketer should not miss. FYI • [Donna Hay celebrates 16th birthday with collector’s edition]( • [goa launches community partnership for Queensland charities]( • [Shelly Horton joins 9Honey as lifestyle presenter and columnist]( • [Clemenger BBDO Sydney launch its 2018 graduate program]( • [Marketforce recruits former Unilever senior marketing co-ordinator Juliana Garib]( Jobs [49 New Jobs]( MOST DISCUSSED [Christian, Jewish, Buddhist and Hindu leaders unite to criticise lamb ad]( [Everyone's invited to the table: MLA stands by Spring Lamb ad as controversy grows]( [Rebel Wilson awarded $4.5m in damages following defamation win against Bauer]( [Margie Reid, managing director of OMD Melbourne set to depart]( 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.](