# Untrustworthy brands, untrained marketers, and unrest in the out-of-home industry

Page: https://stenobird.com/podcast/mumbrellacast-311595/untrustworthy-brands-untrained-marketers-and-unrest-in-the-out-of-home-industry
Text version: https://stenobird.com/podcast/mumbrellacast-311595/untrustworthy-brands-untrained-marketers-and-unrest-in-the-out-of-home-industry.md
Podcast: [Mumbrellacast](https://stenobird.com/podcast/mumbrellacast-311595)
Published: 2026-06-04T08:07:00+00:00
Episode link: https://traffic.megaphone.fm/MEEME5813168285.mp3
Audio file: https://traffic.megaphone.fm/MEEME5813168285.mp3
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JSON: https://stenobird.com/v1/public/podcasts/mumbrellacast-311595/episodes/untrustworthy-brands-untrained-marketers-and-unrest-in-the-out-of-home-industry
Duration seconds: 1510

## Resource

On this week's Mumbrellacast, Roy Morgan CEO Michele Levine joins the team to discuss a variety of topics, including her company's latest survey, which saw Optus pass Woolworths as Australia's most distrusted brand -- quite a dubious honour, indeed. There's a Paul Kelly lyric: "To be good takes a long time, but to be bad no time at all." We saw that song play out when Qantas went from an untouchable Aussie icon to a national disgrace during the pandemic, and we've seen it happen to the once-sparkling reputations of Optus, Coles, and Woolworths over the past few years, which we discuss. We also look at the continuing downturn in advertising spend in Australia through the lens of the new Guideline SMI figures, and try very hard to find a bright spot amongst all the diving lines on dot graphs. This week, a friend of Mumbrella passed along an email from Elizabeth McIntyre -- the CEO of the Outdoor Media Association, a peak body that does exactly what its name suggests -- to her own board, blasting the country's largest outdoor media operator, Ooh Media, for making some dubious claims using OMA's Move measurement data. We love a good internal fight between stakeholders, so we unpack all the drama here. And speaking of drama, this week was meant to signal the deadline for networks to make their first bids for the National Rugby League broadcasting rights, and it could go one of several different ways. Will the league's chairman Peter V'landys get the record deal he has been bleating about for several years? (Spoiler: He probably won't). Will Seven swoop in and take the two biggest footy codes? Will Nine box out Foxtel? Will Foxtel box out Nine? Will an American streaming service take a punt on a sport that calls 'punts' 'kicks'? Why are there so many songs about rainbows? We…

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## Transcript

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