Jenny Craig cancels Kyle & Jackie O sponsorship: ‘We badly misjudged public perception of Sandilands’

Did they pull their sponsorship? or just move the ad dollars outside of that particular slot to another slot, meaningfully affecting nothing at all?

Common sense prevails but the brand damage has been done.

I can’t believe how insincere and transparent Jenny Craig is being – unethically sponsoring a show that isn’t in line with its brand values because it has the ratings, then pulling the ads because of a public backlash shortly after defending itself. Pathetic.

That has just about made my 2012 already. Fantastic news that brands are finally realising that 2day FM means Kyle Sandilands, and any association with that disgusting example of a human being means death to your brand.

I absolutely applaud Jenny Craig for showing the bravery to accept the mistake, listen to its market, and make the change. At the end of the day they are a business, and advertising is advertising….you cannot persecute them for not understanding the level of actual hatred there is for that man in the public arena, sure they can be accused of not doing their research, but the fact that they have been so quick to act is a big tick for their brand in the end.

Let’s just hope that this latest bout of negative press directed at austereo because of Kyle Sandilands inspires them to show the same bravery and foresight by removing this bloke from our stations for good.

I don’t understand how this man can still be on air?!?! Austerio should put on their thinking caps and come up with a replacement ASAP.

Well I think this is a bit mixed up

Kyle is a sucessful broadcaster, his views can be offensive, but many people who listen to ABC radio find it offensive and ‘overly left leaning’.

Jenny Craig has bowed to a pressure group of people, who I am sure, don’t listen to his show. His audience is a legitimate market, so if he is still rating well, businesses should be able to communcate to that market.

What the issue is here, is that we don’t feel comfortable with businesses aligning themselves to Kyle’s point of view on the world, but no one criticises his audience/success and what it may mean.

No matter how angry people get about sponsors people are still listening to his show, in large numbers, so we must accept that some part of his audience agrees/enjoys his views.

Many broadcasters have views I find very offensive, but they still have big following. This is naturally attractive in a commercial world, so all I ask is that some more weight is put into the idea that this is all happening because of the audience, and it’s size.

Another commercial sponsor will fill that gap… cos people listen to him.

I would hate to have been Jenny Craig’s PR agency over the last 48 hours…

@ Matt your ‘if they don’t do it somebody else will’ argument is an excuse for many bad taste events and associations. Take it to its logical conclusion and you can’t help but see how really dumb it is.

That Nestle have decided after public outrage to walk away from their bad taste does not excuse it, they still did it in the first place.

I look forward to the announcement here that the people who perpetuated this enormous cock up have left ‘to spend more time with their families’

Well done. Thanks for listening. You have my vote.

@ Groucho

I get what you are saying, and agree with you. I am just trying to put forward that the people who advertise on the show are just part of the picture, the better question is ‘Why does he rate so well?”

Because that doesn’t have easy/short answers people don’t want to talk about it.

PR stunt

Once the old Southern Cross people realise that the old Austereo people are not quite the geniuses they make out to be, that place will be a lot better off. It’s pretty obvious these stations are still being run by programming departments under the rules of the old boys club – not strategic, long term thinkers.

interesting that Apple is promoting the Kyle and Jackie O show app on it’s Featured “New” section in their iPhone/iPad iTunes this week:
http://itunes.apple.com/au/app/id482508436?mt=8

hmmm.. wonder if there’s going to be any backlash against Apple?

I agree with Ann… And all sides win in this outcome… SC/Austreo get people continuing to talk about their show and whilst Jenny Craig may have looked bad at the start, they come out a day later looking like a brand that listens to it’s customers.

As soon as it was announced that Jenny Craig was to become the new sponsor, it was obverse there was something bigger at play here, & to pull out a day or two later was the most obvious outcome. But if your a fan of the likes of Kyle & Jacky ‘O’ or Fat Spice (Sorry, whats her name)? Your likely to fall for this hook line and stinker!

If Jenny Craig relay wanted to get behind it’s users they would have done the deal and pulled out saying, “We just wanted to shit on Kyle for being such a hypocrite, lets face it he’s no slim stud himself”.

But they aren’t going to rock the boat with one of there largest advertising partners. Jenny Craig ads will start to run on Austreo licenses again shortly, they can’t offered to boycott the broadcaster that has their largest demographic tuning in. As someone said above, it may not be on the K&JO show but somewhere else on the network until people forget about this whole event.

As they say, todays news is tomorrow’s Chip / Shit Paper.

I suspect the release announcing “we have badly misjudged…” was written about 6 minutes after the release to announce the sponsorship.

I agree with Ann/Jay 100% – this was a no-lose for JC.

Vyle and Cracky Ho should be charging companies for associating with their brand in 12 hour blocks. “XX is proud to sponsor Vyle and Cracky Ho…” Watch huge spike in mention of XX company. 24 hours later, “XX really listens to their customers/users etc and we are withdrawing our sponsorship” (code for: moving our spend around for a few weeks until you forget about this shit-storm)

Something to think about – If Jenny Craig were looking to put THAT much advertising spend into the Kyle & Jackie-O show, surely they would have done their market research?

It just doesn’t sit right that Jenny Craig wouldn’t have done extensive audience research, focus groups etc before ‘spending’ the cash. How can they misjudge the public’s reaction when they’ve done the research?

Interesting. That’s all.

@ Matt the answer to the question ‘why does he rate so well?’ is just too damned horrible to contemplate.

Could it be that evolution is working both ways; some going forward, some going back? Could it be that some have their taste at the exit rather than the entrance?
Could it be that it is a sort of self flagellation?Could it be that the people in the agencies and media buying companies have resigned from humanity? Could it be that decency is declining?

This is just hilarious. I do wonder how long are brands and agencies going to allow themselves to be held ransom by a bunch of keyboard warriors – most of which are (a) unlikely to even be their target audience, because (b) they don’t even listen to the program. For example, there are what, 32k signatures on that petition? How does that even correlate with Kyle’s market share? Less than 2% of Take 40? One has to wonder why people didn’t learn on IRC and Forum Boards in the mid/late 90’s that trolls and hacktivists will attach themselves to almost anything. Social media certainly has a very important place in market facing any product/brand but at what point does positive engagement with people who are not (and unlikely to ever be) your customer become more important than maintaining presence your core market? Albeit likely impossible, it would be very interesting to know how many of those people who were attacking Jenny’s FB page yesterday were actually overweight…

What was that choice between conspiracy and stupid? Always choose stupid, or is that reserved for governments? KS and JO are JC’s demographic through and through. With others bailing out, a chance to be lead sponsor. Did they do their research: of course. Did they know there would be a backlash on social media sites? Of course! Did they realise it would extend internationally and so fast? When the JC brand is on Government advisory groups on obesity? Ah, that’s the stupid part!

Who is more foolish, the brand who advertises with this ape, or the consumer who tunes in? Stop listening to the show people and he won’t be on air for very long.

Look, the real reason this was pulled is that part of any great sell from the Austereo ad sales team is integration. Part of this was to get Kyle to lose some weight.

Kyle was presented a weight loss plan, it was not to his liking and could not understand why a bucket of KFC was not on the menu. Typical Queen, he had a dummy spit and refused.

As for Jackie, it was way to much reading for her, something above a Little Golden Book is a no go.

Please leave them alone. During this awful time they ask for as much attention as possible.

I feel for the team at Mindshare in Melbourne. Can you imagine the heart ache of trying to rebook these spots?

ya gotta feel for the sales people at Austereo.

Great publicity stunt from Jenny Craig. What better way to make headlines.. What a joke!! And I am a fat person who has never taken offence to Kyle Sandlers remarks. The ones who are upset with him should tuffen up.. If these women can’t take him calling them names then don’t dish the crap out on him in the first place..

I agree with Ann – 100% stunt

People should get over this. It seems that if Kyle says something it is offensive. others make comments that are racist, demeaning to women,etc but people just accept it. So it is ok for others after he made the comments to slag him calling him all sorts of names but what he says is wrong. I am at work and one of the superiors just claimed over the phone to someone else that he is a racist, and he is a white supremacist. all in full earshot of everyone around who are australians, chinese, indians etc.he said’all you chinese look alike, sound alike. that person said I am not chinese and he said asians whatever. i am a racist, I am a white supremacist. IS that ok? That is far worse than anything Kyle has said.

Well said Matt – 100% agree

A bit weird their media agency didnt know anything about it. I dont think i have heard of a client booking something that big without input from the agency.

I love how the majority of these anonymous comments are quite hateful and vindictive in sledging Kyle. Yet it’s not OK for Kyle to say these things. Talk about a hypocritical society. I don’t agree with what Kyle said but I also don’t agree with the hateful comments about Kyle

What a bunch of morons

What a great stunt! Jenny Craig sponsors; cancels to appease the outraged, and after stirring the pot, sits and waits. All this coincides with the Sandilands return to the airwaves after the holiday break. Could you take a guess at the number of curious ears tuning in? A brilliant strategy; absolutely brilliant. Sandlilands wins; Criag wins and the radio station wins! These guys could sell an inferiority complex to Gillard!

i have never, ever listened to Vyle and Cracky Ho, nor to the Parrott and his ilk, nor do i watch ch’s 7, 9 or 10, nor do i read Women Pay or No Idea and so on and so forth…

in other words i do NOT read, watch or listen to any advertising and actively ignore it in all forms if it is inadvertently come across

and never have i knowingly participated in anyone’s version of the mindlessly stupid fake ratings game you advertising people seem to love playing…

so my question to you is: just how many people do you think i represent if you can’t count me?

DMF – “Vyle and Cracky Ho” – too funny!!!

Am glad you published this – had been horrified by Sandilands “hunting down” threats and was pleased to see advertisers were disassociating themselves from his horrid attitude to women who did not lapdog his every utterance.
Had misunderstood the new and so supportive advertiser to be Weight Watchers and so am glad both that it was not (theirs is a good brand) and am pleased that Jenny Craig have chosen to do the women-suitable action of distancing themselves (even belatedly) from a man who attitudes to women are so fringe.

His ordinaryness along with his unpredictable and often offensive and facile comment results in Kyle’s popularity. If I was Rhys Holleran I would be concerned that he will just keep stuffing up and annoying ACMA….and yet, if he doesn’t push the envelope it will be very dull product.I guess I wouild be working hard on sucession planning as he wont get the dollars through the door in the current climate and as a share holder I am getting pissed off about my 30% loss so far and don’t want to wait much longer.

Re Craig …I am guessing some poor junior sales person had a big Christmas lunch on Austereo and committed to the show only to have his or her boss discover over their turkey and roll it.

What JC have done is RIDICULOUS. They were obviously aware of all the controversy because it well publicised last year and made the decision to associate themselves with show regardless. They should have stood by their decision and even used it to their advantage for goodness sake – can’t anyone else the opportunities that this could have created??? Have any of these faceless people holding brands to ransom never insulted anyone themselves?. Did anyone protest about Steve Price saying that Derryn Hinch didn’t deserve a liver transplant? – ie: he should die. Does anyone protest about the insults that AJ doles out, questioning peoples integrity – every morning???

The K&JO show – love them or hate them – is a successful show and has plenty of dedicated listeners. Advertisers should have the right to make the decisions that they feel is right for them. JC you should know that having some back bone and standing up straight and tall makes you look slimmer straight away!!!!

Kyle – he so desperately wants to work in L.A. Unfortunately for Kyle, Jenny directed all their social media to the USA site. The man has a negative following in the USA as well as Australia.

It is so obvious what has happened here. This was no PR stunt – whoever their PR agency is would be high-profile and could NOT possibly hold that much power nor be that stupid. This is clearly yet another example of how the advertising agency and PR agency – who I bet my life on are separate – do not communicate; along with the company themselves being clueless about the power of social media and branding. In the end, the JC company themselves are in control and is at fault and as a result of this miscommunication and lack of brand direction have badly damaged their reputation. JC need to confirm who they are and who they represent and have the balls to stand by their decision – no matter what their advertising planner recommends. On this one, I am sure their PR company would have advised them correctly had they had ANY idea of the ad planning. One would assume JC is above else all female-friendly – to back anyone who had recently publicly attacked a female for being overweight by a public misogynist is madness. It is simply NOT POSSIBLE for JC to have been oblivious to that. JC would have absolutely been completely aware of the furore but weighed it up (excuse the pun) on advice from their ad agency and put a bet on the storm being blown over by New Year. But they were wrong. They underestimated the public sentiment and this means they clearly don’t know who their customer is. They burgeoned on, realized they had made a mistake after the fact and thus pulled advertising with the show citing their underestimation of the situation (which is the truth) and then crossed their fingers and hoped for the best with a statement from the PR who is now in damage control. JC should now just hope that at best this debacle is assumed to be a PR stunt – as least this makes it look like they are in control in some way, shape or form. But sadly,regardless, they have as a result of their decision in trusting their ad agency and in taking their eye off the ball lost brand credibility with their female audience and not just nationally – internationally. JC in OZ – my advice to you is to take control, know your audience and communicate between your PR and ad agency in future. You’ve made some pretty stupid decisions lately. Who is your internal marketing manager? I would kick their butt outta there immediately and look for a new ad agency (and potentially PR agency if I’m wrong in my opinion) TODAY. Good luck!

Rumour is the US were not too happy about lilolstrayas’ JC decision.

Nor the Facebook slack they copped. What made it worse were the Aussie JC having the audacity to tell people to only complain on the au Facebook page.

Im happy that the pressure is continuing. There website on Today has very very few sponsors.

Tim/Robin

There SERIOUSLY needs to be some kind of filter on who is allowed to post here, if mumbrella really is to maintain its reputation as the flag bearer for the advertising and marketing industry.

Some of the commentary on this story would be better suited to an OK reader feedback section. Not bagging OK or its readers. But this is an industry website isn’t it? This level of debate should be reserved for other forums not this one.

I for one think Jenny Craig should be applauded for their decision to sponsor kyle and jackie O for the following reasons:

1. It was always going to get a lot of PR. And had they been left to manage this locally without global influence I think they would have come out of it well.

2. It’s the kind of brave marketing decision we clients get pounded for not taking day after day by agencies who say we should be braver. This was brave, controversial, upfront and challenging.

3. Unlike half the kyle-bile comments on here, I don’t see them ever condoning Kyle or his views. I think they were supporting their ambassador Mel B (who is not FAT SPICE @ jay – isn’t that as offensive as fat slag jay?) In fact a health, happiness and wellbeing message is pretty effective in this context.

4. It’s the kyle AND JACKIE O show. Not the kyle sandilands show.

5. Have women stopped listening to the show? No. Does that mean all his listeners condone his comments? No. Make the connection. No advertiser wants to be associated with comments like that, they want a connection with the audience. Anyone who understands marketing understands that. Anyone who doesn’t shouldn’t really be commenting on this board.

6. To say Jenny Craig has lost its understanding of women because of this is ludicrous. Jenny Craig is run (by an extremely capable, bright and talented woman) and over 350-400,000 women are listening to kyle’s show. Why doesn’t anyone attack the listeners for listening?

7. Why has nobody put two and two together here and worked out that this is SIMPLY the biggest PR campaign of the last 12 months to promote the launch of change.org? Seriously. Get some context.

8. Really. Is this all we have to worry about. Give everyone a break. Accept his apology. And accept the fact that it’s the listening audience that has to change first. Not the advertisers.

@Dave. If as you suggest the comments on this site need to be filtered so only what you think is “your level of debate” is allowed (ie agree with you , no doubt) then your silly post would be the first to go. I mean expressing opinions is ok but decency, disapproval of chauvinist twats, disagreeing with your heroes that has to be knocked on the head. Freedom to post opinions, even by people as confused as you serves two purposes; it gives us all a laugh, and it gives us the opportunity to see that there are people more stupid than us out there. So keep it up please.

@Groucho. Are you @Marx as well?

Could you please re-post in english as I can’t understand your post – the grammatical errors are so bad – it makes no sense at all – sorry.

If you are saying people should be allowed to disapprove of kyle sandilands, I absolutely agree.

All I am saying is there are better forums to do that, with far wider reach. And if you want to call Kyle Sandilands a twat, it’s not that hard to get his contact details. Try http://www.google.com.

This forum, in my humble opinion, should be focussed on qualified, reasoned and reasonable debate of the marketing wrongs and rights of this issue. Not emotional, subjective tirades. There are literally thousands of places you can do that.

If Mumbrella really is going to host a board where anyone can get on, and just label people “twats” and abuse people (with a reasonable level of intelligence) as stupid, then it’s not the forum I thought it was.

And I won’t reply to your next post. But I hope, at least, I understand it!

@Dave, your reply proves my point. Thankyou.

@groucho. it’s thank you.

@Dave, do put it away.

Also, after a full stop you use a capital letter.

Either way more proof of the point.

mmm…can’t help but wonder if they worked with an ad agency whether they may have received better strategic advice in regards to brand fit.

dave reads to me like someone with a vested interest.
Surely nobody thinking rationally could have written the 11;42 am post. Nor I’m sure would any person reply to Groucho’s post that they don’t understand it and then attempt, albeit very clumsily, to rebutt it.
Hoist, I think , by his own petard, and elegantly too.
He is clearly superior though, calling himself someone ‘with a reasonable level of intelligence’ and offering grammar lessons as well as telling those who have posted here that they are inferior to him.
For a moment I thought it might be Kyle himself, but alas, not eloquent enough.

maybe sc/austereo could ride the wave and donate spots and expertise to contribute to the sydney environment? .. maybe something like building a public transport app that shows the best ride option from anywhere to anywhere including zones required and then use the spots to interact with the people using the app?

I am also worried about the power of “band-wagon” keyboard terrorists.

In the UK, The Daily Mail stirred up a whole lot of haters for Russel Brand. His radio show was cult-listening late on Saturday night and none of the comment-haters had listened to it. Only two or three complaints were made in the first instance to the BBC.

If listeners don’t approve of Kyle’s gobbiness, simple turn off, we don’t all need to know.

@jean cave. Thanks. That’s all I was trying to say but you put it better than I did obviously.

Well at the end of the day it doesn’t really matter to Austereo because JC have just reallocated the schedule that was going to be with Kyle and Jackie O into other segments, probably just like every other advertiser. Which means more people will listen to the Kyle & Jackie O, which means more listeners and in a years time they will probably be charging more for advertising slots when everyone forgets about the “fat slag” comment.

@jean cave what you are saying is’ if you disapprove just look away’ So it is Ok for Sandilands to abuse and bully? ……..Silence in the face of evil is itself evil, not to speak is to speak, not to act is to act.

As long as attitudes like yours prevail we will never improve the lot of women, and every other group which attracts abuse.

Jenny sack your pr agency.

@pitch doctor. Really? This is getting ridiculous.

Do you SERIOUSLY think, for one second, that kyle sandilands working or not working will affect – even 1% – the future of women in our society?

As per half the comments on here, (PLEASE DON’T GET PERSONAL), let’s get a sense of perspective.

There are women being jailed in Afghanistan for being raped, and we’re debating the use of the words FAT SLAG.

]http://www.bbc.co.uk/news/world-south-asia-16543036

can we all get a sense of perspective here? As per many comments above, can we really get a sense of what’s important and worth fighting for here.

So, if your theory plays out Kyle Sandilands gets the sack, and the world becomes a right and just place? Or even a little bit better? No not really.

Let the 700,000 who like his show get on and enjoy their radio. And direct your efforts to something that will genuinely advance the cause of sexual equality in a real way. THIS IS PATENTLY RIDICULOUS.

And no. I don’t work for SCA. And no I don’t work for Jenny Craig.

dave,

There is always a better cause, always a greater priority. By deferring to them you provide a salve for your conscience when you look the other way. Clearly it works for you, but not for the majority of people who have posted on this topic. I’d rather live in a world full of people like them rather than people like you. My choice. And it would be a little bit better. You live with your attitudes, I’ll live with the humans and keep enough self respect to start my name with a capital.

By the way, my typographer mate reckons that using caps for whole words in copy is the written equivalent of screaming hysterically. Is it helping?

SURE IS. Glad you made such a change to the world today.

And thanks for judging me and what I do, without knowing who I am or what causes I support. Or how active I am.

Without getting personal, that’s my point.

This whole message trail makes a few people feel better and like they are changing something they are not. You may sleep soundly and think the world is better because you’re not listening to his show and made a couple of posts here.

But really what difference did it make?

@Pitch Doctor
I am big on freedom of speech and greater levels of acceptance, toleration and diversity. It is not a gender issue.

Dave, oops , dave, I’m not judging you but the fact that you think I am speaks volumes. This isn’t about you, it is about something much more important. Every journey is a series of single steps. Take one, and as Groucho said earlier ‘put it away’

Dave, point 6. Yeah… no. Done nothing since she’s been back in Australia except cause chaos. Exhibit #36 being this.

Dave,

From little things do big things grow.

Before any movement grows steam potential members much locate one another and start building an agreement on core values through shared experiences and discussion.

Kyle Sandilands is one of the ‘shock jocks’ who is bringing together and influencing people – in his case to make them nastier and at odds with each other, telling them that it is OK to publicly treat individuals and groups with no respect or understanding. Basically he is someone who empowers others, through his example, to behave like spoilt adolescents in adult society, school yard bullies in homes and workplaces.

In this case he has also become a focusing force for people worried about how public misogyny will begin to erode the respect shown to women and particular groups of people. Those who believe adults should treat each other with respect and make the attempt to understand and coexist with others within the framework of society, not use social differences and disrespect to fragment communities.

This second group has begun with a series of small wins – over 60 sponsors withdrawing sponsorship from Sandiland’s show. This may grow and eventually also address issues such as the one you raise. Or it may not.

However either way it has helped people who believe that society is about mutual respect and building communities based on shared values take a stand again those who would ridicule and remove all who are ‘not us’.

Each of the individuals involved has a sense of greater hope and will be more active personally and collectively taking action against other examples, on both a larger and smaller scale, of misogyny in Australia and elsewhere.

You don’t need to only tackle the big issues to have a positive impact. Social change can begin with two people, or even one.

Well said Craig. Dave you need a hug.

Just a reminder peeps that radio is a produced entertainment medium like TV /movies.
When I choose to listen; I know it is not real unmediated discourse or drama by folk.
I do not base my morality, manners or personal creed on script-writers jottings.
Apparently though if I did, then I would be . . . evil. ?. !@±&%*!
That’s warped. Get a grip.

@jean cave – Whats warped is someone who supports a man who calls a female journalist a ‘fat slag’ and threatens to ‘get her’. And while you might be too smart in your own estimation to to think it is not real there are many who are influenced by opinions like this.

@pitch doctor. Leave it alone. You have your views. And others have theirs.

Time will tell whether your massive cultural revolution (5 posts on a marketing bulletin board) will pay off. Fingers crossed.

Although I believe Kyle may still have been broadcasting this morning if rumours are true.

They “badly misjudged public perception of Kyle Sandilands”, that is hilarious. Better should of done some properly marketing research first before making a fiasco like this.

@ dave. Someone with 7 posts criticising someone with 5 might be considered strange. But then you get paid to do it don’t you? Defending the indefensible often brings out the worst in people.

He’s not the first radio buffoon to try and get by on shock rather than talent. There’s always one in every city. I worked with a big fat one that 5KA hired back in the 70’s, ‘(edited by Mumbrella for elgal reasons)‘. They signed him because he was from Sydney and had a name…a month later, we were going over his contract with a magnifying glass, looking at how to fire the git. Kyle and his empty headed sidekick (The epitome of a ‘Blonde’), will be gone soon enough. Attitude never trumps stupidity. Radio is a business and Sandilands is cancer to their bottom line. They’re probably going over his contract right now with a microscope. Hopefully, he’ll get a gig appropriate to his level of talent, just like (edited by Mumbrella). He was last seen back in Sydney…driving a cab.