BotD: CommBank claims first streaming roadblock; Ita vs Antoinette, pt 2
Welcome to Best of the Day, on the day CommBank reworked the old school roadblock approach to a big brand launch, and the media breathed a sigh of relief over the mushroom murder verdict.
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The Day Today: CommBank claims the first streaming roadblock; battle of the books
CommBank repositions
CommBank launched a big budget evolution of its brand position created by M&C Saatchi. Although the overall line “Can” remains, it will be underpinned by the new positioning of “Doubt Never Did”. The big budget TV ad, featuring various Aussies racing across the outback as they pursue their dreams was launched with an advertising roadblock which extended from free to air and into the streaming platforms.
Doctors versus pokies
The Australian Medical Association railed against Instagram influencers promoting gambling including pokies in paid posts.
Messy brand split
Influencer Sarah Stevenson, owner of the Sarah’s Day platform, spectacularly fell out with brand partner, fragrance company Who Is Elijah.
Buttrose and Lattouf go to print
Antoinette Lattouf and her nemesis Ita Buttrose both announced books. Lattouf, who successfully sued the ABC for caving in to pressure from the pro-Israel lobby to take her off the air, will release Women Who Win next year via Penguin Random House. And Buttrose who was chair of the ABC and urger managers to drop the broadcaster, will publish Unapologetically Ita, from Simon & Schuster in October.
She dunnit
The media raced to cover the much anticipated verdict of the mushroom murder trial after the jury returned a guilty verdict on Erin Patterson. A number of outlets and commentators were accused of putting the trial at risk by publishing potentially prejudicial material while the trial was under way.
Unmade Index starts gthe week strong
Vinyl Group had the worst and Southern Cross Austereo had the best day on the Unmade Index on Monday.
Vinyl lost 4.2% to land on a market capitalisation of $155m. SCA improved by 2.8% to $133m.
Other positive movements included a 1.1% bump for ARN Media, a 2.3% rise for Pureprofile and a 2.1% rise for IVE Group.
Meanwhile Ooh Media lost 0.6% and Motio lost 2%.
The Unmade Index, which tracks the movement of the locally listed media and marketing companies, closed up by 0.5% for the day on 573.5 points.
More from Mumbrella…
Opinion: Blocking AI bots won’t save media from its original sin
Naming rights available for renamed Sydney Entertainment Centre
Time to leave you to your evening. We’ll be back with more tomorrow for our paying members.
Have a great night.
Toodlepip…
Tim Burrowes
Publisher - Unmade + Mumbrella
tim@unmade.media
