New Dumb Ways to Die spin-off game launches

Metro Trains’ Dumb Ways to Die campaign, the most heavily awarded of all time at Cannes, is to launch a second spin-off game next month.

In Dumb Ways to Die 2: The Games, players can take on characters featured in the original musical cartoon to compete at various sports.

Watch a 30-second promo of the game titled ‘Let The Training Begin’.

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WPP to launch second agency trading desk to give clients bespoke alternative to Xaxis

Xaxis logo

Soon to face competition

WPP is set to launch a second agency trading desk that will give GroupM media agencies another option besides Xaxis to place their clients’ programmatic trading dollars, Mumbrella Asia can reveal.

The new entity, which does not yet have a name, is being designed to suit the growing number of advertisers that want more bespoke digital buying solutions, a company source informed Mumbrella.

The new trading desk brand will cater for more performance-focused advertisers and compete with Xaxis for what the company claimed earlier this year to be $750 million in automated digital media buys globally.

Like Xaxis, the new brand is an option for all GroupM agencies – Mindshare, MediaCom, MEC and Maxus – which form Asia’s and the world’s largest media buying force.

A launch date has not yet been set, but in Asia it is likely to be established in GroupM’s biggest markets – China, India and Australia – first, before rolling out across the rest of the region, as Xaxis did.

The news emerges only 10 months after WPP closed digital media investment firm Media Innovation Group after 24/7 Media, of which MIG was a part, was merged into Xaxis. Read more »

SingTel commercial chief Michael Smith lands top marketing role at Australian betting firm

michael-smith-234x234 2 copyMichael Smith, the commercial head of the Group Digital Life division of SingTel, has landed the role of chief marketing officer at Australian betting firm Tabcorp just two months after returning to Australia, Mumbrella can reveal.

The former Optus chief marketing officer will start in January and oversee Tabcorp’s brand portfolio and customer experience.

Smith has worked for SingTel and its subsidiary Optus for just under 10 years and relocated to Singapore from Sydney 18 months ago when he moved from managing director of Optus consumer operation to the commercial role at Group Digital Life.

SingTel had told Mumbrella that there would be no staff changes as a result of Smith’s relocation, only that the executive will be “spending more time on planes”. Read more »

Ikea Singapore scores two out of two video hits as The Shining recreation approaches 2m views

Come pay with us DannyA pastiche of a scene from The Shining by Ikea Singapore has raced to almost two million views in three days on YouTube, marking the furniture retailer’s second online video hit in succession in less than two months.

The one minute 24 seconds video, created by BBH, recreates the famous hallway scene from the Kubrick classic, in which the son of the character played by Jack Nicholson explores the corridors of the haunted house on his tricycle.

The video has been watched 1.85m times at the time of writing. It was posted on YouTube and Facebook on 20 October, with a competition for Singaporeans to find items for sale in the video helping to drive viewership. Read more »

Pay-TV group urges Hong Kong to ‘end decade of delay’ and pass bill to curb content piracy


Slaughter: Bill not threat to free expression

CASBAA, the industry body for the region’s pay-TV industry, has called on the government of Hong Kong to pass amendments to a bill that would curb the use of its members’ content online without consent, and has said that even the reworked bill would contain “large weaknesses” if made law.

In a statement, CASBAA urged the legislative committee to “end a decade of delay” and pass the bill that would give media owners the right “at least in theory – to authorise electronic dissemination of their content”, which is commonly used for mash-ups and user generated material after illegally downloading content from the internet.

Opposition to the bill has been based on freedom of expression grounds.

The CEO of CASBAA, Christopher Slaughter argues that – as the pro-democracy protests continue on the streets of Hong Kong – while Hongkongers “may have reasons to be concerned about protecting their rights of free expression from challenges”, the bill was “not such a challenge.” Read more »

Mumbrella hangout with Outbrain on content marketing

Mumbrella held a video hangout with one of the founders of Outbrain today to discuss the nature of content marketing, what works and what doesn’t and the ROI of content discovery platforms.

The co-founder of the content discovery platform Yaron Galai was joined by Australia and New Zealand managing director Ayal Steiner.

Read more »

Petronas wishes Malaysia happy Deepavali

Oil giant Petronas is continuing in its tradition of emotive content launched around major cultural events in Malaysia with a short film to wish Malaysians happy Deepavali.

In the three-minute film, a young boy reminds an old man that a light in everyone shines brightest when shared. Read more »

Omnicom APAC organic revenue up 4.4%

Ad agency group Omnicom has reported a 4.4 per cent increase in organic revenue in Asia Pacific for the quarter of this year ending 30 September, while organic revenue rose 6.5 per cent globally over the same period.

Of that organic revenue growth, by far the most came from advertising for the owner of DDB, BBDO, TBWA and OMD; an increase of 12.5 per cent, while 2.5 per cent came from PR and one per cent from CRM. Revenue from “specialty communications” fell by 0.1 per cent.

The report includes the $28.1 million in legal fees from the failed merged with Publicis Groupe.

The announcement from Omnicom in full: Read more »

IAB Singapore launches mobile arm, sets standards as first step to boosting ad spend

Mopub's Sonal Patel, Ryan Murray of StrikeAd, Regina Goh of Millennial Media, Gail Brennan of Amobee, Wendy Hogan, Inez Miki Tong, Eric Tan

Sonal Patel, Ryan Murray, Regina Goh, Gail Brennan, Wendy Hogan, Inez Miki Tong, Eric Tan

The Southeast Asian chapter of the Interactive Advertising Bureau has launched a unit designed to increase advertising spending on mobile devices.

The first step is for the unit to back the global IAB and Mobile Marketing Association’s mobile phone creative guidelines as a standard for Asia.

Regina Goh, APAC VP of brand sales of Millennial Media and chair of the mobile committee said: “As it’s no secret that Asia controls much of the world’s mobile population and many markets use mobile as their primary way to access the internet, it’s our responsibility as an industry to better educate and simplify the tools so brands and the trust to move more of their marketing investment to mobile.” Read more »

Ikea recreates hallway scene from The Shining to promote late night opening for Halloween

Furniture retailer Ikea has taken inspiration for the classic Stanley Kubrick film The Shining to promote its late-night shopping in Singapore in a new branded video around Halloween.

A one-minute 24-seconds film recreates the famous hallway scene from the 1980 horror film in which a boy on a toy tricycle confronts the ghosts of two girls.

On a wall of the store room in the Ikea film are written the words, “All work and no sleep makes life dull”, a play on the famous “All work and no play makes Jack a dull boy” words typed by the character played by Jack Nicholson in The Shining. Read more »