Steve Callen departs creative director + director of content role at CumminsRoss, Melbourne

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STEVE-CALLEN.jpgCB Exclusive – After a two and a half year stint Steve Callen, the CD and director of content at CumminsRoss, Melbourne has departed the agency today, a day after the agency won AdNews Agency of the Year.

Callen told CB: “I resigned back in November but stayed longer to finish off some projects. It was an amazing 2.5 years where I had the opportunity to create, write and direct some campaigns I’m very proud of; work that picked up a Cannes Lion and a One Show pencil along the way. 
“I was a partner in the agency that grew from 20 people to almost 90, winning a new brand every thirteen days since the doors opened. It was one helluva ride. I’m now moving on to create campaigns and content for clients, agencies and media companies directly, both here and overseas. 
“I’ll also continue working with Sean [Cummins] on certain projects, particular when the new office opens in New York. CumminsRoss is a great agency made up of many very talented people. The Agency of the Year award is testament to that. But that’s only the beginning of what I’m sure will be a long history of success.”
Callen is an award winning writer, film director and content creator. His experience has come from over twenty years in advertising, most of which as a creative director of multinational agencies in Adelaide and Melbourne. 

His work has been recognised in Cannes, D&AD, The One Show and AWARD. After creating over 400 TV commercials for some of the best brands in Australia, Callen paralleled his career in advertising with new skills he developed in the entertainment industry. He then went on to write, sell and develop feature film projects whilst writing and directing his own award winning short films. 

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February 28th 2014 Uncategorized

Online Marketing News: Facebook Email is Dead, G+ Analytics Live, Best Brand Vines, Pizza Tweets

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B2B Content Marketing Success on the Rise for Small Businesses – Content Marketing Institute’s newest B2B content marketing research report confirms that small businesses are doing many things well when it comes to content marketing. Download the report here.

Gmail Adding Prominent ‘Unsubscribe’ Option to Marketing Emails – Starting last week, a new, clearly marked “unsubscribe” link will appear at the top of the header field in marketers’ emails. Previously only appearing for a small percentage of users, the feature will now be made available for most promotional messages with unsubscribe options. Email recipients do not need to take action for the links to appear. PC World

Coke to Increase Media Spend By Up to $1 Billion – Coke chairman and CEO Muhtar said, “When we invest in marketing, our global partners invest in feet on the street, more coolers, more trucks …  that’s what will be happening and that’s what we will see happening in our business as we restore steady momentum in 2014 and beyond.” This move is in response to the continuing decline in soda sales in North America and slowing growth in markets, such as Brazil and China. Media Post

Study: Only 52% of Facebook Ad Spend is Outside the U.S. – A new report by Marin Software says that 85 percent of Facebook users reside outside North America, but only 52 percent of ad spend targets regions outside of it. The potential for Facebook ads is strongest in Asia-Pacific and Latin America regions. Search Engine Watch

How a Pizza Brand Found Its Voice on Twitter – DiGiorno Pizza brand execs DiGiorno Pizza Tweetwere initially dubious about Twitter. The brand wanted to challenge the big boys of pizza, Domino’s, Pizza Hut and Papa John’s. Promoting their brand 140 characters at a time didn’t seem like it was worth it. They and their agency embarked on a one year experiment to figure out how DiGiorno could find its niche on Twitter. Enter the wise-cracking couch potato. Digiday

14 Best Branded Vines of February 2014Here are February’s very best branded Vines, including efforts celebrating the month’s biggest events: Valentine’s Day, the Winter Olympics, Super Bowl – eConsultancy

Study: Marketers Allow Social and Analytics to Tell Their Fortunes [Infographic] – According to The CMO Survey, 74.7% of marketers foresee an increased ability to acquire new customers within the next 12 months. Likewise, 69.3% of marketers surveyed expect increases in customer purchase volume and 49% predict increases in customer retention. Currently, marketers devote 7.4% of their marketing budgets to social which is expected to increase to 10.1% over the next 12 months and 18.1% in the next five years. Direct Marketing News

15 Google+ Tricks You Might Not Know About – Google is slowly but surely improving Google+ and trying to bring the social network to the masses. Yet some of Google+’s best features are less than obvious for both avid Google Plussers and those who are still wondering what the point of it is. Here are some of the more interesting or at least useful tips for getting the most out of Google+. Lifehacker

Growth Hacking for Content Marketing [Infographic] – If you want your blog to grow, learn the characteristics of a content hacker. He or she is traffic-obsessed and focused on nothing but growth. Here’s a fantastic infographic that will give you a peek inside their inner psyche and help you become your own content hacker. Marketing Tech Blog

Facebook to Abandon Its Email Service in March – Instead, it will reroute Facebook emails to a user’s primary email address. Whether or not the change will be of benefit marketers in any way farther down the line remains to be seen, but retiring the current email system seems to be a necessary move for Facebook to update its marketing arsenal. ClickZ

Facebook Memorial Accounts: Privacy Settings Will Be Left As-Is – Previously, when an account was being memorialized, the privacy setting of the account was set to friends-only, regardless of how the person had their profile viewable in the past. Now, the privacy settings on memorialized Facebook accounts will be left as-is, reflecting the person’s comfort with privacy. Additionally, those with loved ones who have passed away can request that a Look Back video can be made from their Facebook profile. Inside Facebook

Survey: How SMBs Use Social Media – More and more companies are turning to social media networks to market their product, learn about new trends and interact with customers. Learn how small and midsize businesses are using social media to drive growth in 2014. Hubspot

Study: Original Content Reaches More People on Facebook – Facebook decreased organic reach of status updates by ~40% on Jan. 21. For most brands, this doesn’t have a large impact on their strategy, as they are mostly using links and photos to further increase their brand. Using a concept called Content Originator might help craft a content strategy that stays ahead of news feed changes. Facebook may be placing additional value on content originators in the news feed, and is surely valuing brands with strong engagement—especially ones with high share levels. Moz

Google Analytics Now Showing Up On Google+ Page Dashboard – According to a Google+ post from Daniel Waisberg, Google+ Page dashboards now include Google Analytics monthly metrics. If your page is linked to a website that has Google Analytics, you can now view your monthly metrics (and comparison to last month) from your Google+ dashboard. Marketing Land

Lync and Skype Together – Microsoft announced at the Lync Conference in Las Vegas that Lync and Skype would soon be able to share video, as well as voice and IM. Lync is a secure, managed communication tool that’s designed for enterprise desktops, the other a widely available consumer app that can be installed on any desktop, laptop, phone, and tablet. Making it easy for one to connect to the other means that 300 million plus Skype users are now able to talk directly to the person they need to talk to, without paying a penny — and with video and HD audio. Here’s how it will work. ZDnet

The Super-Secure Blackphone is Here, But Not NSA-Proof – The producers of the new phone, which will be revealed next week at Mobile World Congress in Barcelona, promise that it’s the most secure smartphone on the market. But even they admit there are some enemies you just can’t protect from. Blackphone’s main privacy feature will be its custom version of Android called PrivatOS, which, according to co-founder Mike Janke, will allow users to “to control every part of what data their phone is leaking, their calls, their contacts, their web browsing and what any app put on their phone can do.” Mashable

New Google Maps Comes Out of Preview – Since its introduction, Google has been adding features, tweaking and adjusting the new Maps. Overall, it’s a more visually-compelling product than the old Maps with a wide array of enhanced features. You can see why here. Search Engine Land

Facebook To Begin Rolling Out New Ad Campaign Structure March 4th – Major changes to Facebook’s ad campaigns are coming next week.  The new structure will add a new level called ad sets, which will be placed between the existing layers, campaigns and ads.  Facebook will incorporate is new structure into all ad interfaces. AllFacebook

Twitter Launches Marketing Platform Program – The Twitter Marketing Platform Program is the new name for Twitter’s suite of partners.  This includes Twitter’s Ads API partners, along with its measurement and targeting partners.  This change is meant to help businesses better meet their marketing goals and offers features beyond what Twitter Ads provides. ClickZ

Google Click-To-Call Used By More Than 40% Of Mobile Searchers – A new study, published by Google and Ipsos, showed that almost half (42%) of those surveyed had used the “Click-to-Call” feature on the Google search results page.  94% of smartphone users have needed to call a business directly, so making sure that Google has your business phone number can mean a great increase in calls from mobile users. Econsultancy

From our Online Marketing Community:

On Essential Digital Marketing Skills for Content Marketers in 2014 Laura (Bell) Greeno said, “Wow, excellent post Lee! You did mention planning, coordinating and prioritizing multi-media and multi-channel efforts based on resources, time-frame and goals. I might add the pure ongoing development and prioritization of a customized distribution effort based on goals, influencers and relationships as well. This would connect the editorial planning with the amplification resourcing. At the end of the day, you want your own, prioritized list of people and places who care about what you’re doing in some way. Gosh, this will be so critically valuable over time.”

Doris Edwards said, “Hence being a good communicator and animator of workshops and other events, speaking the (non techy) language senior decision makers can assimilate. Here in Europe (and specifically in Switzerland where I live) many companies just “don’t get Content Marketing” – and yes, the term is not ideal. Content Marketing only works if addressed holistically, i.e. across functions and departments; as you so rightly outlined in your Optimize book, Lee.”

On Content Marketing With Research and Surveys: Pros, Cons, Examples, Best Practices Ryan Biddulph said, “Feedback through any form Nicolette has built the foundation for my online businesses. How can you know what works unless you ask the people you are serving?

“Ask, through online surveys, polls, or direct email….or social network contacts, and you will receive a goldmine of information for your blog, business, etc.

“I feared asking for feedback because I feared criticism for many years. Now I know that criticism, or opinions, can provide me with the information I need to grow. Makes perfect sense once you take ego out of the picture ;) Thanks for the great share!”

On 6 Upcoming Marketing and PR Events to Learn About Influencer, Social and Content Marketing Henley Wing said, “Awesome list of conferences. I’ve always been looking for lists like these. It seems most people know about the big ones like SMMW, SMX, and PubCon, but not the little known ones like Content2Conversion.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

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Online Marketing News: Facebook Email is Dead, G+ Analytics Live, Best Brand Vines, Pizza Tweets |

February 28th 2014 Online Marketing

LeBron Helps Samsung Videos Score in Another ‘Galaxy’

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Samsung Galaxy can do no wrong, it seems, when joining forces with the sports world. For the second week in a row, the electronics brand tops the VideoWatch/VidIQ YouTube brand chart, leveraging its ongoing partnership with NBA star LeBron James.

The latest video builds on the company's Olympics momentum and then some. It roughly doubled the views (5.28 million) Samsung Galaxy received with its Sochi Games spot.

Meanwhile, Walmart (4.9 million), Fiat (2.2 million) and GoPro (1.6 million) killed it, while Procter & Gamble's Olympics campaign continues to pay dividends.

Check out the full VideoWatch/VidIQ ratings here:

NOTE: Adweek’s VideoWatch Chart, powered by VidIQ, reveals the Top 10 Branded Web Videos on YouTube every week. The chart tracks more than just pure views, as VidIQ incorporates sharing data from Facebook, Twitter and YouTube, among other data sources in an effort to measure true engagement. Every video is also ranked with VidIQ’s proprietary Score which helps judge the likelihood of a video being promoted in YouTube Related Videos, Search and Recommended Videos.


February 28th 2014 Technology, video

In search of competition

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Most companies (and non-profits) fear competition. American Airlines, our worst possible domestic airline, always does best in routes where travelers don’t have a choice. When customers don’t have a choice, you can raise profits and lower quality and people just have to deal with it. You can happily be the profitable choice of last resort, the place for people with nowhere else to go.

Some organizations, though, work to find competition instead of fleeing from it. If you have a system, a point of view and a process for growth, then a market that already exists is your friend, the next place you can grow. And so, for example, small chains like Five Guys and Shake Shack are happy to set up shop right next to fast food places that might represent competition.

This is one reason Amazon’s efficiencies are so fearsome–they prefer to start in a market with competition.

On the other hand, if you’re depending on being alone in your field, then your charitable cause, your brokerage business or your industrial entity is going to have a hard time finding the next place to grow.

(Semi-related trivia: In high school and college, I was so bad at school elections—losing every single one—I finally decided I would only run for slots where I was unopposed. Amazingly, I lost that one too, and wisely stopped competing for votes—sometimes, competition is a choice.)

February 28th 2014 Uncategorized

Briefly: Game Of Thrones 8-Bit Carnage, $6 Domino’s Pizzas, 715 New Planets Discovered

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Brief news items of note for Lifehacker readers, including: NASA discovers 715 new planets, Batman vs. Terminator movie, Game Of Thones death scenes remade as 8-Bit video game GIFs. More »




February 28th 2014 Uncategorized

Comic for February 28, 2014

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Dilbert readers – Please visit to read this feature. Due to changes with our feeds, we are now making this RSS feed a link to

February 28th 2014 Uncategorized

Campaign Brief Poll: Who should have won 2013 Australian Advertising Agency of the Year title?

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UPDATED: Now that all the trade press Australian Agency of the Year Awards have been handed out, what do you the ad punters think? 
B&T picked The Monkeys, Sydney for Agency of the Year and Whybin\TBWA, Sydney for NSW. 

Campaign Brief picked McCann, Melbourne for AOY and Havas, Sydney for NSW
AdNews went for CumminsRoss, Melbourne for AOY, The Monkeys Sydney for NSW and Clemenger BBDO, Melbourne for Vic.
(Mumbrella don’t do an Australian AOY, their awards are regional.) 
So who do you think should have won the 2013 Australian Agency of the Year title?
As of 5.54pm Havas Sydney has maintained its lead over Whybin\TBWA Sydney. Havas now has 52% of the 828 votes cast followed by Whybin on 41%. Staffers and supporters of the other agencies are either working flat out or out to lunch. No doubt they will get voting on the weekend (if their agencies allow them weekends that is).

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February 28th 2014 Uncategorized

Freebie Friday! 100% Free Apps For iOS, Android And Windows Phone

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At the end of each week, we bring you a list of the latest free mobile apps for iPhone, iPad, Android and Windows Phone. Deals this week include Vehicle Logger | Log Book, Toca Doctor HD and Bionic Bikini. Download them all without spending a cent! More »




February 28th 2014 Uncategorized

Bing Ads Accredited Professional Status: Unlocked

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Bing Ads accreditationAfter months and months of putting it off, I finally took the Bing Ads Accredited Professional exam this week.

Although I have been managing Bing Ads campaigns now for several years – even separately managing MSN adCenter and Yahoo! Search Marketing campaigns before they combined to form Microsoft adCenter in 2010 (rebranded to Bing Ads in 2012) – I had avoided taking the exam because I knew there were 100 questions and I didn’t feel confident I knew the program back to front.

I thought I would need to set aside time to revise the training materials and kept putting it off until I “had enough time to prepare”. Finally, after being asked outright by a client if I was a Accredited Professional, I thought carpe diem. What the heck was I waiting for?

I don’t know what I was worried about. I got 97 percent, without even glancing at the training materials, so now I’m a recognized Bing Ads Accredited Professional.

Similar to the Google Certification (now Google Partners) program, there are a number of benefits to being a Bing Ads Accredited Professional:

As an accredited member, you can:

  •     Use your official badge in your marketing materials, including your website.
  •     Print the certificate that confirms your accreditation.
  •     Get listed in the Find a Pro Directory to connect with potential clients.
  •     Enjoy industry recognition in the Accredited Professional Membership Directory.

So I’m throwing down the challenge to you – if you manage Bing Ads campaigns but haven’t yet become a Bing Ads Accredited Professional, don’t wait for the *perfect* time and don’t let the idea of an exam scare you off. Trust me, if you use the program regularly, you’ll know the answers.


February 28th 2014 Uncategorized

‘Don’t Aim For The Finish Line’

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We like goals. Having goals is healthy, and it keeps you on the right track. However, those events or statuses we reach towards are only milestones. As astronaut and space’s first intergalactic rock star Chris Hadfield explains, the finish line isn’t the most important part of the journey.
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February 28th 2014 Uncategorized