Ten wins the year's 'most coveted' cross-platform deal with MLA

Ten wins the year's 'most coveted' cross-platform deal with MLA

‘Lambassador’ Sam Kekovich is set to return to screens as the face of Meat and Livestock Australia’s (MLA) annual Australia Day push with a one-hour special on Ten.

The Australia Day Showdown – You Can Never Be Too Australian is a cross-platform collaboration between Ten and DMG Australia.

Aaron Quirk, head of cross-platform sales at Ten’s cross-platform division CONNECT, said: “We are delighted to have won MLA’s Australia Day 2013 campaign, arguably the most coveted cross-platform deal of the year.”

“The Australia Day Showdown is a perfect example of CONNECT’s ability to meet our clients’ needs in targeting a youthful audience through an integrated, innovative and tailored campaign.”

The special will air on January 26 at 8.30 pm and will be hosted by Charlie Pickering as two teams lock heads over the debate topic ‘you can never be too Australian.’

Kekovich will star as a guest on the program alongside debaters Kitty Flanagan, Meshel Laurie, Tom Gleeson, Denise Scott and Lawrence Mooney.

MLA’s 2012 lamb push saw Kekovich present his ‘Address to the Nation’ and star in a music video parody of Aqua’s hit single ‘Barbie Girl’ (below).

http://www.youtube.com/watch?v=k81_KP56oL0

Mat Baxter, chief executive officer of UM Australia, said: “Every year the MLA's Australia Day Lamb brief is arguably the most hotly contested integrated media campaign amongst media owners.”

“This year CONNECT was successful because they demonstrated a really impressive understanding of the task, superior levels of creativity and most importantly a powerful approach that brings all their properties together in an organised and effective way.”

In November last year, MLA initiated a tongue-in-cheek campaign which aimed to dislodge the stereotype of Australia’s catchphrase being “throw another shrimp on the Barbie”.

Triple M radio presenter Merrick Watts starred in the push which took on the famous Paul Hogan Tourism Australia ad.

MLA released a remake of the 80s ad in an online video created by BMF in December (below).

http://www.youtube.com/watch?v=33NRQ0f2428

http://www.youtube.com/watch?v=3fXoEZVCsjQ




Please login with linkedin to comment

Latest News

Opinion: The Tall Poppy’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Poppy’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Poppy I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group.
  • Campaigns

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group.

Australia’s National Drag Racing Championship (NDRC) has launched its latest media campaign aimed at engaging fans and building excitement ahead of the summer championship series, via Murmur-Group. The campaign is the first to market since Murmur was appointed to the business earlier this year. Spread across OOH, Radio, Programmatic, Youtube, Meta and BVOD, the campaign […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

In-House Agency Council Research Report: 78% Of Marketers Wow Work With An In-House Agency
  • Marketing

In-House Agency Council Research Report: 78% Of Marketers Wow Work With An In-House Agency

The In-House Agency Council (IHAC) has partnered with Kantar to publish its ‘2023 In-House Agency Landscape Report’, APAC’s only research report focussed on the state of the in-house agency model. The new research follows on from the IHAC’s first study released in August 2021 and aims to provide a current take on the country’s in-housing […]

OMA Announces Winners Of The Q3 Creative Collection Competition
  • Media

OMA Announces Winners Of The Q3 Creative Collection Competition

The Outdoor Media Association (OMA) has announced the winners of the Quarter Three Creative Collection competition for 2023. OMA members submitted 31 entries, including campaigns by JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Cartology, TorchMedia, goa and Val Morgan Outdoor (VMO). Guest judges: Abigail Holmes, Head of Client Strategy & Campaign Solutions, JCDecaux Christine Le Maitre, […]

JOLT Launches Industry First In-App Advertising Solution
  • Advertising

JOLT Launches Industry First In-App Advertising Solution

JOLT, Australia’s third-party verified, sustainable digital-out-of-home and electric vehicle charging network, today announced the launch of a first-to-market product that enables brands to further engage with high-value audiences with its new in-app advertising solution. The first of its kind in Australia’s media industry, this solution provides an unparalleled one-to-one connection with customers, whilst charging their […]

Ideally Nabs Simon Gawn From Denomination
  • Marketing

Ideally Nabs Simon Gawn From Denomination

Customer insights platform, Ideally, has expanded its regional footprint as part of its ambitious growth strategy, announcing the appointment of Simon Gawn to lead Australian operations. Ideally appoints Gawn on the back of exponential growth since launching in August this year, already boasting a strong and established Australian-based client roster. Gawn’s immediate remit is to capitalise on Ideally’s significant growth opportunities in Australia, a market five times larger than New Zealand.

SurfStitch Unveils New Brand Position & Summer Campaign
  • Campaigns

SurfStitch Unveils New Brand Position & Summer Campaign

Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]

Man of Many Welcomes Naman Singh & Alex Martinez
  • Media

Man of Many Welcomes Naman Singh & Alex Martinez

Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework
  • Media

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework

Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]