Mumbrella Asia is four: Momentum, mobility and our next mountain

Mumbrella Asia is celebrating its fourth birthday. In this update on Mumbrella’s journey, editor Eleanor Dickinson charts our biggest year yet, as we get ready for an even tougher challenge

Mumbrella Asia has celebrated its fourth birthday. We hit the milestone on Saturday.

As our regular readers will know, it has become something of a tradition to both celebrate and brutally scrutinise everything that has taken place over the previous 12 months with an annual update.

The year just gone has seen more change for Mumbrella than its previous three years combined.

In December Mumbrella Asia’s founding editor Robin Hicks moved on after launching the site in April 2013. He was the only member of Mumbrella staff to have worked for the title in the great cities of Sydney, Melbourne, Hong Kong and Singapore.

I joined Mumbrella Asia just over two months ago now, and there is already more than enough for me to look back on, and look ahead with as Mumbrella Asia embarks on new step in its journey.

The last few months saw Mumbrella’s team grow with the arrival of our first publisher in Dean Carroll in October.

And last week saw Kris Chan join us as head of salesThis investment all comes ahead of our plans to bring the Mumbrella360 conference to Singapore in November this year.

But before we look forward, let me give you an overview of what Mumbrella’s traffic has been up to for the last 12 months.

My arrival coincided with Mumbrella Asia’s first redesign since its launch.

Mumbrella’s old school previous design

Out went our previous, chronological, blog-style design. In came a fully adaptive, mobile-friendly site to recognise changing user habits.

Our new look


And it seems to have worked. Since the redesign, 42 per cent of our traffic has been on mobile, up from 35 per cent just a year ago.  Just over a week ago we had the biggest day of mobile traffic in our history.

Mumbrella mobile views 2013- 2017

Mumbrella Asia’s page impressions 2013 – 2017

Across all platforms, our audience has continued to grow – although our usual post-Christmas slump lasted noticeably longer in the gap between Robin’s departure and my arrival.

We’ll soon hit the milestone of 5 million page views since launch. 

Mumbrella Asia’s key stats to date

A glance at the graph above shows you that traffic hit an all time high in June and July last year – the period when the I-Sea scandal exploded at Cannes.

The reverberations of this story carried on through the summer, from the first murmurings that something wasn’t sound with the supposed refugee life-saving app to its removal from another advertising award shortlist.

And Robin covered it with a tenacity unseen by any other trade publication.

Another obvious peak in the traffic can be seen towards the tail end of September – the week Dentsu was accused of overbilling as many as 100 of its clients. The story broke at a particularly sensitive time for media agencies, coming just four months after a report into client-media agency transparency in the US sent shockwaves across the industry.

As I mentioned, traffic took a dip from November when Robin departed. Much to my relief, almost three months into joining, we’re on the up again. The results from the last 12 months are promising: 1,188,380 sessions, 1,675,755 page views and 754,214 users.

The previous year we had 995,938 sessions and 1,426,230 page views. So it’s putting it mildly to say I’m happy we continued the upwards trend.

It’s also fair to say I was catapulted right into the deep end upon finally joining Mumbrella. Less than two weeks after getting my feet under the table at our new base in The Working Capitol, I found myself on stage before 300 people announcing the winner of Agency of the Year at the the Mumbrella Asia awards.

It was the third, and biggest Mumbrella Asia Awards we’ve run yet. Once that early-stage challenge was down, the next – and of course more daunting – prospect was to continue Mumbrella Asia’s role as a platform of breaking industry news and views that perhaps go against the usual grain.

Articles that drew big audiences included were our news story on the 20 job losses at Ogilvy and Bob Hoffman’s crossposted piece on Kendall Jenner’s disastrous Pepsi commercial.

But beyond that, I see Mumbrella Asia’s role as being to showcase the best and most brilliant work in this dynamic and incredibly diverse market. Yes we cover the controversies, but at the same time we celebrate work that has truly shone. For that reason we recently launched our new series entitled Winning Work, which aims to take a deeper look into the conception and execution of some of Mumbrella Asia’s awarded creative pieces.

And of course, there is the small fact that we’re launching what looks to be the most significant moment in our history – that is of course bringing our flagship Mumbrella360 conference here to Singapore for the first time.

It’s an ambitious project: it will be a three-day event from November 7 to 9, featuring a networking afternoon, followed by conferences across four content stages and a masterclass stream. It was little over a week ago that we launched our call for submissions for Mumbrella360. The enthusiasm and support we’ve already received has been really uplifting to witness.

Now, as they say, the fun really begins.


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