Ad agency works on confidential Mix FM rebrand to Kiis in public view
Sydney creative agency Joy faces questions over its ability to protect client confidentiality after working for a number of days on a campaign for the rebrand of Mix FM to Kiis FM with the images clearly visible to passers by outside.
The Redfern-based independent has been working on creative for a campaign on behalf of Australian Radio Network whose centrepiece is the move of breakfast hosts Kyle and Jackie O from rival station 2Day FM.
Images of the external view of the office were sent anonymously to Mumbrella over the weekend, and a journalist this morning visited the agency to verify that they were clearly visible. As of 8am today all of the artwork was still clearly visible from the street outside Joy’s offices. However, the Mumbrella journalist did not take photographs.
Wow amateur hour from both agency and client. Off to a great start before they’re even on air
Doesn’t this have greater legal implications providing proof that negotiations are happening with ARN prior to their contract end date with SCA?
I smell some legal proceedings
Hmm. Unfortunate.
But Kiis must only be an early stage concept idea. After all, it takes a bit of working out to realise it’s pronounced ‘Kiss’. And there are plenty of Kiss FMs in the world already, including Kiis FM in California (un-related, owned by Clear Channel, but no AU trademark protection).
There is however already a trademark application in progress for Kiss FM in Australia. And it looks like it’s not by ARN.
Plan B time?
I stand corrected. Just realised it’s a straight Clear Channel / ARN format port.
Interestingly Kiss FM, Melbourne dance radio station, only filed their trademark application this month. Different states, but in theory, conflicting names. Could get interesting.
Imagine you were walking by someone’s home and noticed that through their open curtain you could see them getting dressed after taking a shower. If you walked up to the window, leaned up, took a photo and published it on the internet, that’d be fairly revolting and possibly illegal.
I don’t see much difference here, business premises or not. Judging by the angle and clarity of these images, whoever took the photos obviously had to go right up to the glass to capture anything recognisable.
Your “clearly visible to passers by” isn’t exactly fair. Unless you specifically went to leer through the window, I highly doubt anyone would’ve spotted this.
This is creepy. And the fact you’ve specially mentioned that your journalist didn’t take any photos perhaps indicates you agree. But that hardly matters – you’ve chosen to publish them.
Bloody good teaser campaign? Especially is the tele picks up the story.
I walk past Clemenger on the way home every evening and see lots of goodies stuck to the walls of meeting rooms from the footpath. This is not a new phenomenon.
Still – Poor move for such a high-profile client and campaign. Sure there’s some uncomfortable client conversations happening today!
Also worth pointing out that a Google Streetview check of this building clearly shows that the windows shown in the pictures are slightly above eye level and face onto a side laneway. Not exactly a clear view to a passer by, unless they’re leaning up to peer in.
Because this is the worst kept secret in radio ever, no-one should really care anyway.
And because naming your radio stations “kiss” or phonetically similar is the most un-original idea ever no-one should care
[Moderated by Mumbrella]
Great way to announce your new station name and breakfast show. Through a window
Why on earth would Mix want to change their name? Surely that would be brand suicide? What else are they planning on changing?
Until I hear them on air somewhere it will all be spin to me. FYI… That shots looks about 5+ years old.
smells like a setup to me… and everyone is falling for it
sneaky clever work from ARN- everybody is talking about them for a change…
Or alternatively, the agency and radio station have achieved a nice viral campaign at no expense, by forwarding some photos anonymously to Mumbella. Fits in nicely with sellling advertising in December for 2014.
what have we come to that we are looking through people’s windows????
great tease campaign, are we sure this wasn’t all planned by the people at ARN?
Go with the one in the bottom left corner. Think of the stickers you guys could make for all the Camry drivers.
surely this is a gee up
Mix FM would want to change its name because it is failing in both Sydney and Melbourne. With new fresh, expensive talent, they would be better served with a new brand name. I wouldnt be surprised if they also change music format.
none of you should be judging these concepts in any way. You have no idea what stage the project is at. They could be just early stage ideas being thrown up by the studio.
Shame on you for even commenting on the idea or art. This is probably half the reason most studios don’t put things up on the wall any more.
The minute a creative feels like their idea will be judged by others causes fear, and that fear will limit their creativity. If this is initial concept stage then there is no bad idea. You don’t get to comment on the idea until launch…
Did they get the logo @ 99Designs, sure looks like it 🙂
Talking about them or laughing at them…
Either genius or amateur hour – thinking the later!
@ anonymous 1.34pm hoping you are joking. No one os judging the creative you …. They are judging (very rightfully so!) the agency for leaving un launched un substantiated info on the wall to see.
[Moderated by Mumbrella]
No way this was suppose to be leaked! My prediction is both 2Day and Mix/Kiss will loose listeners next year!
Awesome teaser campaign – nice work Joy.
I feel for the agency. This is obviously a planned publicity stunt (especially seeing as you mention the images were still up at 8am). Great publicity for the radio station – not so good for the agency as potential clients will think twice before using them.
Whether an incredibly astute teaser campaign or a silly blunder… either way this wasn’t a problem until mumbrella made a story of it, was it? I have to assume mumbo has a good reason for airing this publicly and inviting possible legal and commercial sledgehammers rather than a quiet word between friends?
Is that a Polaroid of Kyle? Gotta be a deliberate gee up!
Look at all off you firing off like you know exactly what’s going on.
You’re the real entertainment here.
This is obviously no teaser. Just a good ol fashioned balls up
Why do the images on the whiteboard change between the pictures? The blob of bluetak is the same in all the photo’s so it’s the one whiteboard. Were the photo’s sent to Mumbrella at the same time? Has mUmbrella been used to launch a very clever marketing campaign?
Agree. Set up.
teaser campaign for sure. and we all fell for it
Agree with @shamoo
I wonder what the comments would be if News Corp published this? “Invasion of privacy” would be my guess…
HILARIOUS!
Either a cheap attempt at a teaser campaign to finally get people talking about a sinking ship (106.5) OR the biggest balls up from ARN – at least when the Nova network launched they had the sense to black out the windows in the early planning stages!
wont work on ARN unless Kyle brings in Bobby his producer for a lift!
The Americanisation of Australia continues with this KiiS branding. I’m sure it will be filled with American voice overs too like they had at 2Day. Yuck!
Oldest trick in the book – look how many have already commented – and its FREE!!!!!
Why would an agency submit themselves to a teaser this given the bad press they’re receiving as a result?
If Mix wanted to do a teaser like this, surely they would have left visible material at their own offices in order to still do the job of a teaser but not ruin the integrity and credibility of the agency in the process…
Im interested to know if the people saying this is a teaser campaign are actually from the agency? It’s so obviously not a teaser campaign
Look how many people are talking about this. And it’s free!
I think this is a great teaser. And Mumbrella fell for it hook, line and sinker. Hilarious. Can’t wait to see what’s next.
Colin is right, Bobby was a brilliant producer in LA for them, gave the show that special energy that they need.
Smells like a staged leak to me.
Look at everyone talking about this
Shots look too staged, particularly placement of the concept art.
If its not staged then its a massive agency fail.