Tuesday, 18 November, 2014

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MEDIA POST: US Army to conduct review of its $1 Billion ad-marketing assignment

The U.S. Army is preparing to conduct a review of advertising and marketing services assignment. The Army spends about $200 million a year on marketing and advertising services. Annual revenue from the assignment is estimated at $15 million. McCann Worldgroup, the current incumbent, is being invited to defend the account, which it has held since 2005 and successfully defended in 2011. The current contract, valued at $960 million, includes a one-year term and four one-year options to renew. The scope of work includes a “full range of services” that involve strategy, advertising, media planning and buying, and event marketing, PR and more, per the posting.


MASHABLE: Australia and China trade deal to ‘supercharge’ export industry

Australia and China have signed a “ground-breaking” $18 billion free trade agreement on Monday afternoon in Canberra. Australia’s Trade Minister Andrew Robb said it is the most significant trade deal China has done with any developed country and 99.9% of all tariffs will be gone on Australia’s manufactured exports. The tariff reductions, agreed upon by Australia’s Prime Minister Tony Abbott and China’s President Xi Jinping, will affect health, education and financial industries, along with dairy, beef, wine and horticulture and be implemented over the next four years.

China is Australia’s largest trading partner, with goods and services exports exceeding $150 billion in 2013. These moves, announced following an address by Xi in Australian Parliament, will make it easier for Australian banks, insurers, lawyers and universities to operate in China.


MUMBRELLA ASIA: Kindle tells India of the joy of reading

Amazon’s e-reader Kindle is running a campaign in India to celebrate the joy of reading. In the three-minute film, a man travels across India from the city to an island with his Kindle. The agency behind the campaign was Publicis Groupe-owned Orchard Bangalore. The film was shot by director Ram Madhvani through Equinox Films of Mumbai.


THE GUARDIAN: Facebook squeezes ‘overly promotional page posts’ out of news feeds

But social network promises its latest algorithm tweak ‘will not increase the number of ads’ that its users see. Facebook says its users are tiring of ‘overly promotional’ posts from pages they’ve liked. Facebook’s latest tweak to its news feed algorithm will squeeze out posts that it sees as “overly promotional” from pages on the social network. Due to take effect in January 2015, the change means that even if people have liked a page for a brand or celebrity, they will be less likely to see posts from that page encouraging them to buy products, install apps or enter competitions.

“As part of an ongoing survey we asked hundreds of thousands of people how they feel about the content in their News Feeds. People told us they wanted to see more stories from friends and pages they care about, and less promotional content,” explained Facebook in a blog post. “What we discovered is that a lot of the content people see as too promotional is posts from pages they like, rather than ads.”


MARKETING MAG AUSTRALIA: Grill’d skewers vegans, vegetarians, kale, lemons, detox, paleo etc, in branded content comedy series

Grill’d – the upmarket burger restaurant chain – is making fun of paleo living, detox diets, vegetarians, vegans, kale, instagramming food… and so on, in a branded content online video series that parodies extreme dieting.  The online video series was created to support the launch of the casual dining restaurant chain’s new ‘Low Carb Super Bun’. Created by Magnum PR, which announced it had been appointed to the account just last week, has been published across the brand’s social media channels and is being amplified by PR, influencer seeding and paid media including Mamamia and Pages Digital.



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