Cards, mixtapes and hampers. It’s Valentine’s Day in adland

The media industry loves a cheesy gimmick, and there’s nothing cheesier of more gimmicky than the biggest of all the ‘Hallmark Holidays’, Valentine’s Day.

Dr Mumbo understands the “recently single” Daily Mail Australia (DMA) is one media brand trying to spread the love today, sending out Valentine’s Day cards to media agencies where it addresses head on its recent break up with Nine Entertainment.

The card acknowledges the break up, telling agencies: “You probably saw the news. I’m recently single but don’t worry it was mutual, we had just grown apart.” 

At the time of the separation there were reports that the breakup was caused by frustrations around a lack of local ad sales by Nine, but in the true spirit of the newly single DMA is putting a more positive spin on things.