10 best Ant Keogh ads | Mobile ads not relevant and more intrusive | Alan Jones 'Horny' in Brisbane | How Nine rebuilt its audience | Oporto plays on stereotypes | Why are Aussie adlanders struggling in the USA?

[View Newsletter Online]( [Mumbrella Newsletter]( Women's Health, Medibank, Fitness First, The Hallway and ASMI join lineup New speakers were announced this week for [Mumbrella’s Health & Wellness Marketing Summit](, including Women’s Health Editor Jacqui Mooney; Men’s Health Editor Luke Benedictus; the Founder of non-profit charity Beard Season; and Medibank’s Rebecca Howden. Learn how to improve your marketing results within the health and wellness sector – check out the [new sessions]( and [book your earlybird ticket]( before August 2 to save $100. Features [The American dream: Why it can turn into an Aussie's nightmare]( Henry Tajer rallied an entourage of Aussies around him in the Big Apple, charged with dragging IPG Mediabrands into the future. But something happened along the way and Tajer and one of his key lieutenants are gone. Simon Canning tries to unravel what went wrong and what lessons might be learned. Start spreading the news, I’m leaving today, I want to be a part of it, New York, New York. Frank Sinatra sang the song and for the past few years Aussies have been humming it as they made their way across the Pacific. But recently success in the antipodes has not been translating to Madison Avenue as easily as their US sponsors might have liked and the industry has seen a retreat of form in recent months as the Big Apple reveals its core. [READ MORE »]( Features [Ten great Ant Keogh ads]( Clemenger BBDO Melbourne’s chief creative office Ant Keogh yesterday announced his departure, just days after seeing the agency named the best in the world. To mark the moment, Mumbrella rounds up some of Keogh’s finest pieces of work. Ant Keogh leaves Clemenger BBDO Melbourne on a high following the recent wins as global agency of the year at Cannes and Mumbrella’s Australasian agency of the year. [READ MORE »]( News [Australians noting increased quantity and intrusiveness of mobile ads, but not seeing a corresponding uptick in relevance]( Australian mobile users think the number of ads appearing, and intruding, on their time on their devices is increasing, a survey of smartphone behaviour by the IAB has suggested. The Global Perspective of Mobile Consumer Experience report surveyed 3,600 smartphone users across 18 countries and found 64% of Australians think the quantity of ads has increased on the mobile web (an increase of 52% on the year prior) and 46% of Australian users think the ads are becoming more intrusive (up by 31% from last year). [READ MORE »]( Opinion [Why brand development needs to move away from the marketing department]( Uber’s recent company culture furore made it clear that a brand cannot simply rely on marketing team wizardry as a cover-up for bad brand purpose. Instead, the task of brand development must start with its leaders, writes Janice Radomsky. My vision is that we take brand development and ownership out of the brand teams. Yes, that’s right. I’m suggesting we move it upstream, to leadership. Here’s why. [READ MORE »]( Features [How Nine has rebuilt its audience and programming after a bumpy 2016]( Adrian Swift is no stranger to Nine, so it was no surprise when he returned to the network after just 18 months at the ABC. Ahead of Nine’s Ninja Warrior premiere, Zoe Samios sat down with Nine’s content boss to discuss his return to Nine, his learnings from the ABC, and what makes good reality television. Just 18 months after becoming head of content at the ABC, Adrian Swift returned to what he once called his ‘spiritual home’ – Nine – for the fourth time. [READ MORE »]( News [Publicis scraps Mediavest branding with agency to become Spark Foundry]( Almost 60 years after the agency was first formed in the United States, Publics has retired the Mediavest brand, renaming Mediavest Spark to Spark Foundry. The move comes just three years after Mediavest was split from Starcom to operate as a separate agency in Australia and little more than a year after Publicis merged its operations with Spark to form a single agency – Mediavest Spark. [READ MORE »]( Opinion [Why car brands can’t advertise their way out of this one]( There’s something inherently wrong with the two least-trusted professions – car salespeople and adlanders – trying to convince people to make the second biggest purchase decision of their lives, writes Taryn Atkinson. Competitive and cluttered, the Australian automotive industry is hurtling towards a decade of massive disruption. Ready or not, every player will have to navigate rapid advances in digital and tech as driverless cars, car-sharing, electric vehicles and online purchasing become standard. [READ MORE »]( News [Oporto plays on stereotypes to show that its burgers 'bite back']( Burger chain Oporto has launched a new campaign which plays on the stereotypical traits of Bondi, South Yarra and Canberra residents. Using the slogan “The Bondi Burger Bites Back” at the bottom of each ad, the campaign, created by Host, features punch lines including: “We’d call it the South Yarra Burger, but our breasts are real”. [READ MORE »]( Dr Mumbo [Dr Mumbo: Alan Jones gets 'Horny' in Brisbane]( Australia has fallen in love with the Rocky-like story of Jeff Horn, beating world champion Manny Pacquiao in a bloody battle over the weekend. But Dr Mumbo suspects Macquarie Radio host Alan Jones may have outdone the spectacle of the fight at Suncorp Stadium with by shouting “Horny, Horny, Horny” at a celebration in Brisbane yesterday. [READ MORE »]( News [The Chase Australia, Home & Away and News help Seven narrowly win the night]( Seven narrowly beat Nine and Ten on Thursday night, with a 17.7% audience share ahead of Nine’s 17.6% and Ten’s 14.8%. The win was largely thanks to Seven News at 6pm topping the ratings ladder (1.019m metro viewers), Seven News at 6:30pm/ Today Tonight coming in second (962,000 viewers), The Chase Australia (674,000 in eighth place) and Home & Away (664,000 in ninth), according to OzTAM’s overnight preliminary ratings. [READ MORE »]( Dr Mumbo [Dr Mumbo: Trying to find your parcel? 'That's your job']( Dr Mumbo is always delighted to witness wonderful customer service, especially from his dear friend Rhonda at Australia Post. So Dr Mumbo’s heart filled with hope when Carlos tagged Australia Post’s Twitter account in a bid to locate a missing parcel. [READ MORE »]( News [Momentum Energy hands media account to Havas Melbourne]( East-coast energy company Momentum Energy has appointed Havas as the business moves from a traditional media model to a digitally focused approach. Momentum, which services gas and electricity customers in Victoria, NSW and South Australia, said it was seeking a media partner which would give it a performance-linked offer. [READ MORE »]( News [Global social networking app for the entertainment industry launches in Australia]( A free social networking app for creatives in the film, TV and radio industries has launched in Australia. The app has launched in the wake of a damning report on the entertainment industry in Australia, which detailed how drug and alcohol abuse along with suicide attempts are far higher in the entertainment industry than in the general population. [READ MORE »]( News [Families rescued from boring holidays in new Mercerbell work for Carnival Cruise Line]( The Green Thunder waterslide is rescuing families from boring holidays and taking them on board Carnival Cruises in the first piece of work out of customer experience agency Mercerbell. ‘It’s escape with Carnival time’ is the first campaign by the agency since it won the Carnival Cruise Line creative project earlier this year. [READ MORE »]( News [What Myer is hoping to achieve with its Katy Perry partnership]( Myer has teamed up with international pop star Katy Perry as part of its new Myer One promotion, giving four people the chance to win tickets to her Australian ‘Witness’ tour. Michael Scott, Myer’s executive general manager of brand, marketing and loyalty, told Mumbrella the 13-month partnership aims to boost the retailer’s bespoke and “special” offering to its customers. [READ MORE »]( News [H&R Block remains fascinated by numbers in new Saatchi & Saatchi campaign]( Tax accountants H&R Block has launched a series of new advertisements continuing last year’s ‘Fascinated by Numbers’ campaign. Developed by Saatchi & Saatchi, the new series of TV commercials aimed at individuals and small businesses wanting to maximise their tax returns will run nationally over coming weeks. [READ MORE »]( News [Video production startup Shootsta to expand into the UK]( Following the success of its Singapore expansion, Australian video technology startup Shootsta yesterday said it is on the hunt to hire a GM for a new London office as it plans to expand to the US and the UK by early next year. The Sydney-based company was founded in 2015 and has seen customer and staff numbers quadruple after a $1m investment from media company AdCorp last year. [READ MORE »]( Sponsored Post Join Australia's leading mobile experts at this intensive marketing masterclass Marketing on mobile requires different skills and practices, and is evolving faster than any other area. The [Mumbrella Mobile Marketing Masterclass](is a four-hour immersion on July 26, curated by Australian mobile pioneer Rob Marsden, that will offer key insights into developing mobile areas such as beacons, app strategy, mobile measurement and more. [Book your ticket now.]( FYI • [Outdoor Media Association announces four new members]( Jobs [77 New Jobs]( MOST DISCUSSED [Outdoor reps try hardest to visit media agencies while magazines do least, survey suggests]( [More than 40% of Australians argue radio is most trusted media, GfK insights study reveals]( ['Larger companies are pushing freelancers to breaking point': Small business ombudsman calls for fair treatment]( [Rove & Sam exit, with McManus telling listeners 'Don't come looking for us Monday. We won't be here']( 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.](