A cruel and necessary adjustment Last night we heard from a source that M&C Saatchi Australia had cut lots of jobs the previous day. This was not a surprise. The loss of substantial accounts at M&C has been regular over the past two years and there is no way the organisation could have maintained its cost base - indeed the need for "remedial action" had been flagged in the global organisation's accounts. While a spokesperson for the agency told me that currently 20 roles were redundant, sources indicate the number is much higher. We will see, and there's no point quibbling: the issue is not reporting, or official statements, it's that a storied creative organisation is undergoing a radical adjustment as it tries to rebuild its business.

Also today: • Nath notes that there's an interesting new commercial opportunity at the World Cup SBS cannot take advantage of - the "hydration breaks" now scheduled in the middle of each half. My questions - does this change the dynamic of the game and the skill profile of successful players?

• Zac has an interesting discussion with Eugene Healey, a marketing content creator teaming up with Tracksuit. 

• Win cuts at least 16 roles at NBN and ends a venerable 1-hour news bulletin.

• And Analytic Partners' Paul Sinkinson reminds us that acting on data is not the raison d'etre of a marketer. Have a great weekend and remember to look out for BOTW tomorrow morning - I know Tim is cooking up something special for you. Hal Crawford Editorial director M&C Saatchi makes major cuts to Australian staff At least 20 roles have been made redundant at M&C Saatchi Australia as the creative agency suffers the fallout from multiple recent account losses.  

 Fifa hands SBS an advertising gift — but the referee won't allow it For the first time in its 96-year history, the World Cup will have three-minute “hydration breaks” during each half of each game. With 104 matches, this offers up hours of extra potential advertising space for broadcasters — but in Australia, the SBS Act means our multicultural broadcaster cannot take advantage.  

Stop day trading your media budget The tools built to help marketers make faster decisions are training them to make worse ones. Paul Sinkinson from Analytic Partners, argues that daily budget reallocation isn’t optimisation. It’s the illusion of control, and it’s costing you real money.  

 'Your product is boring': Eugene Healey on solving B2B's biggest marketing problem Eugene Healey has an unsually frank appraisal when it comes to B2B marketing: “your product is boring more often than not, and you simply cannot get people to give a fu.. about it.”  

Hismile hit with $138k penalty over 'fake customer' posts Hismile has paid $138,600 in penalties after the Australian Competition and Consumer Commission found the oral care brand misled consumers by using its own employees as “random shoppers” in social media videos promoting its products.  

Win to slash 16 roles at NBN as it ends Australia's oldest one-hour news bulletin Win is cutting at least 16 roles from NBN News in the Newcastle and northern NSW region, as it slashes its news output.  

 Poem appoints former M&C Saatchi CEO Justin Graham as strategic growth advisor Independent creative communications agency Poem has appointed former M&C Saatchi APAC CEO Justin Graham as a strategic growth advisor.   'Blessed with great data':

Uber Ads on making real-world impact Four years ago, Uber Ads launched in Australia with one salesperson, Michael Levine, and an unproven proposition. Today, that experiment has become a 50-person APAC sales operation, now led by Levine, selling brands access to millions of Australians in transit, in-market and ready to buy.  

Mumbrellacast: Vinyl Group's latest land rush, radio ratings, and the problem with short-term marketing On this week’s Mumbrellacast, we dive into today’s radio ratings and look at who will fill the Kyle-sized hole in the Sydney breakfast market, debate Vinyl Group’s masterplan, and chat to Nicky Barton from Mutinex.  

Optus signs three-year partnership with NBL and WNBL Optus has signed a three-year deal with the NBL and WNBL, becoming a major partner across both basketball leagues.  

 SCA sets the tone for a bad day on the Unmade Index It was a rough Thursday on the Unmade Index after Southern Cross Austereo kicked off the day by warning of deteriorating market conditions.  

 New York-based Lachlan Cartwright confirmed to keynote Mumbrella Publish