Tuesday April 1, 2025

Crypto advertising
Why crypto is the next frontier for adland – and how Australia could lead the charge


By Emma Shepherd

‘It’s a huge opportunity and an even bigger risk.’

Many marketers still consider crypto a fringe financial experiment, but that won’t last much longer. From blockchain-powered transparency to celebrity-endorsed scams, the crypto economy is infiltrating advertising in ways we’re only beginning to understand. And if Phil Ohren, founder and head of strategy at Intender, has anything to say about it, Australia could become the world’s proving ground for what comes next.

“Marketing crypto is really hard,” says Ohren. “The regulation is intense; platforms like Google and Meta just shut it all down initially, and people still associate it with spam or the dark web.”

Yet the tide is turning. Crypto is now bigger than silver in terms of global market cap. Bitcoin has reached a valuation of $1.736 trillion, making it the world’s 8th largest asset, according to the Companies Market Cap website.

Locally, platforms like CoinSpot and Binance are growing exponentially, while others, such as Aussie-only startup Shping, are blending blockchain tech with retail media and first-party data strategies. “There’s a transfer of privacy wealth happening,” Ohren says. “People know their attention is valuable and want fair remuneration.”

It’s a huge opportunity and an even bigger risk.

Scams, hot tubs and hashtag FOMO

For every blockchain success story, there’s a cautionary tale. Ohren references the infamous Hawk Tuah influencer who rose to fame in a hot tub launched her own crypto brand, and then rug-pulled stakeholders into oblivion. “She printed more coins out of thin air, and now she’s probably going to jail.”

The problem, says Ohren, is a mix of consumer naivety and influencer irresponsibility. “The two biggest acronyms in crypto are FOMO, fear of missing out, and DYOR, do your own research. If you don’t do the second, the first will burn you.”

Paul Peng Yang CFP, who works for AIA Australia and teaches in the Master of Financial Planning program at Victoria University, shares a similar view.

“Transparency and due diligence are paramount when discussing or promoting crypto investment,” says Yang. “Unlike traditional financial products, crypto is highly speculative and the regulatory framework is still evolving. That makes clear and accurate disclosures essential to protect consumers from undue risks.”

Yang believes financial professionals play a critical role in helping consumers understand both the risks and opportunities of cryptocurrency.

“I always invite my clients to rethink their investment philosophy and whether it aligns with their long-term goals. For something as volatile as crypto, I advocate for a ‘core and satellite’ approach: the core of a portfolio focuses on stability and long-term growth. In contrast, a small satellite portion allows controlled exposure to high-risk opportunities. But it’s like walking into a casino, you should only put chips on the table if you’re prepared to lose them.”

Blockchain’s bright side

Despite the pitfalls, Ohren is bullish on the ways blockchain can improve marketing through greater transparency, accountability, and user control.

“Imagine if you could go to a blockchain and see what data a brand has on you, then toggle what you’re willing to share,” he says. “That would be powerful.”

Blockchain could also revolutionise ad buying. “The Guardian ran an experiment where they bought ads on their own site and only got back 20% of their spend. Blockchain could solve that, reduce the middlemen, and increase trust.”

He sees retail media and affiliate platforms as the most likely early adopters. “They already deal in transaction data, blockchain makes it more efficient and secure.”

Web3, media and the way forward

For Ohren, the crypto conversation is part of a broader shift toward Web3, a decentralised, user-owned internet. “The idea is to move from interruption marketing to intent marketing. Instead of blasting everyone with ads, reach the 20 people who actually want a BMW this week.”

He also believes blockchain could be a powerful tool for combating misinformation and restoring trust in public figures and publishers. “If you put a will on the blockchain, no one can tamper with it. Imagine the same for campaign finance or ad verification. It’s the most secure, irrefutable record we’ve ever had.”

But there’s a catch. “Big tech doesn’t exactly want transparency,” Ohren admits. “Still, Australia is a perfect test market, small, agile, and digitally advanced. We have a real shot at leading this shift.”

Yang agrees that education and clarity will be vital as crypto becomes more mainstream.

“Consumers deserve to understand what they’re investing in, and marketers need to take responsibility for the influence they wield. With crypto, the line between opportunity and risk is razor-thin – and the stakes are only getting higher.”

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Peter Dutton
Sharp decline in Dutton and Coalition sentiment ahead of May election: Captify data reveals

By Emma Shepherd

‘The next few weeks will be critical for both parties, as they aim to regain ground nationwide.’

New nationwide search intelligence data reveals the Liberal-National Coalition is facing a significant voter sentiment slump ahead of the 3 May federal election, with Peter Dutton’s leadership under mounting pressure.

The data, which was captured between November 2024 and February 2025 and released today by Captify, the world’s largest independent holder of onsite search data outside the walled gardens, shows a steep 10% drop in positive sentiment towards the Coalition in just four months, falling from 42.6% in late 2024 to 32.1% by February 2025.

Negative sentiment has surged even more sharply, climbing from 55.9% to 67.9% over the same period, according to Captify’s analysis of search behaviour between November 2024 and February 2025.

Dutton’s support dips in key states

Even in Queensland, Dutton’s home turf, approval for the Coalition has slid, dropping from 40.4% to 32.9%. The ACT presents an even tougher challenge for the Coalition, with positive sentiment at just 26.6%, the lowest nationally.

Western Australia appears to be the Coalition’s strongest remaining state, with positive sentiment at 37.3%, despite Labor’s recent victory in the March 8 WA election.

Meanwhile, sentiment for Labor remains steady nationwide, showing only a marginal 2% change. The WA election result helped boost Labor’s standing in the state, increasing positive sentiment from 41.6% to 46.9%. Support is strongest in the Northern Territory (48.5%), followed by WA, South Australia (46.84%), and Queensland (44.8%).

Millennials and young professionals (aged 29-44) showed higher-than-average support for Labor, with 45.1% expressing positive sentiment, outpacing the national average of 43.4% across all age brackets.

Search trends signal battleground priorities

Captify’s managing director for Australia, Jaclyn Hadida, said the findings provide a rare glimpse into unprompted voter sentiment as the election cycle heats up.

“Captify’s recent data shows the Coalition has its work cut out for it in the lead-up to the 3 May election,” Hadida said. “The next few weeks will be critical for both parties, as they aim to regain ground nationwide, while Prime Minister Anthony Albanese works to maintain his current position with Australians.”

She added: “Onsite search data is uniquely positioned to give real-time insights into what Australians are genuinely concerned about, without the filters of traditional polling or promoted content.”

According to Captify, key issues dominating voter interest include cost-of-living pressures, climate change, health care, and education, likely to shape the messaging strategies of both parties as election day nears.

Prime Minister Albanese officially announced the election date last Friday, just days after handing down his fourth Federal Budget.

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Yahoo - logo
Yahoo taps Paramount for its new CMO

By Emma Shepherd

Jim Lanzone: ‘His expertise in driving brand strategy and fostering collaboration across every facet of marketing leadership will be crucial.’

Yahoo has appointed industry heavyweight Josh Line as its new chief marketing officer, in a move that signals a renewed global push for brand relevance and user growth. Line will report directly to CEO Jim Lanzone and oversee Yahoo’s global marketing strategies, including brand positioning, user acquisition, and customer engagement.

Line brings with him a formidable track record, most recently serving as chief brand officer at Paramount Global. He played a pivotal role in launching Paramount+, growing its direct-to-consumer streaming footprint, and leading the company’s transformation from ViacomCBS to Paramount Global.

He also chaired the company’s marketing council and established cross-functional centres of excellence in media, marketing technology, and social strategy—consolidating creative forces across a portfolio that included CBS, MTV, Pluto TV, and Paramount Pictures.

Josh Line

Josh Line.

A transformative hire for a pivotal moment

“With a strong track record of scaling both emerging and iconic brands, combined with his ability to build and lead high-performance teams, Josh is the ideal leader to propel the Yahoo brand forward during this critical moment in our journey,” said Lanzone. “His expertise in driving brand strategy and fostering collaboration across every facet of marketing leadership will be crucial.”

Line said Yahoo’s enduring cultural significance was a major drawcard for the new role.

“At 30 years young, Yahoo is one of the internet’s most storied brands, and its mission to be a trusted guide through the digital wilderness is as relevant as ever,” he said. “I couldn’t be more excited about the opportunity to reignite love and cultural impact for this iconic brand and drive growth for its portfolio of leading products.”

Prior to his time at Paramount, Line helmed marketing and creative at Comedy Central, TV Land, and Paramount Network. He has also held key agency-side roles at Droga5, Anomaly, and Scratch, working across major brands like GM, Disney, BMW, Coca-Cola, and Nestlé.

The appointment comes as Yahoo sharpens its focus on brand transformation and user experience, with Line expected to play a central role in shaping the next chapter for the iconic digital media company.

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Box Office Snow White
Box Office: Snow White continues its reign in Aussie cinemas

By Alisha Buaya

This weekend, the top 20 films at the Australian Box Office made $7.6. million.

This weekend, the Australian box office grossed $7,684,764, up +25% from last weekend’s $6,159,217.

Top Five

Disney’s Snow White

Now in its second week, the Disney live action remake of the classic keeps the crown at the Australian box office. Over the weekend, the film was screened across 451 screens and grossed $1,755,741, -38% less than its debut week earnings of $2,828,492 after screening across 542 cinemas.

Synopsis: Rachel Zegler stars as Snow White and the film centres on her journey to free her kingdom alongside the seven dwarfs, Bashful, Doc, Dopey, Grumpy, Happy, Sleepy, and Sneezy, from her ruthless stepmother, the Evil Queen, played by Gal Gadot.

Total Australian Box Office gross to date: $5,254,038

A Working Man

The action/thriller starring Jason Statham makes its debut at number two at the Australian box office this weekend, making $1,710,553 after screening across 375 cinemas.

Synopsis: After the passing of his wife  Levon Cade, a former Royal marine, moves into construction business and to focus on being a dad to his daughter. But when a his boss’s daughter vanishes, he is asked to use his specific set of skills that made him known in the world of counter-terrorism.

Total Australian Box Office gross to date: $1,710,553

L2: Empuraan

The Indian Malayalam-language action/thriller made its Australian box office debut over the weekend, generating $1,233,067 across 149 screens. It is the second instalment in the Lucifer trilogy and follows the events of its prequel Lucifer.

Synopsis: The action thriller centres on Stephen Nedumpally (Mohanlal), a man living a double life as Khureshi Ab’raam, a leader of a global crime syndicate.

Total Australian Box Office gross to date: $1,233,067

Mickey 17

Now in its fourth week, Mickey 17 grossed $495,803 over the weekend after screening across 274 cinemas. Last weekend the film made $731,686, across 329 cinemas representing a drop of -32%.

Synposis: The film, based on Edward Ashton’s novel Mickey7, stars Robert Pattinson stars as Mickey Barnes, an “expendable” crew member on a perilous mission to colonise an ice planet. He is assigned to high-risk tasks since he can be regenerated with his memories mostly intact. However, after one resurrection, something goes terribly wrong.

Total Australian Box Office gross to date: $5,446,466

Black Bag

Rounding out the top five at the Australian Box Office is Black Bag, which made $494,456 across 292 screens over the weekend in its third weekend. This weekend’s earnings represents a drop of -27% after the film made $676,568 last week across 324 screens.

Synopsis: Black Bag centres on intelligence agents George Woodhouse (Michael Fassbender) and his wife Kathryn (Cate Blanchett). When she is suspected of betraying the nation, George must choose between his marriage and his country.

Total Australian Box Office gross to date: $2,662,812

Top six to ten

6. Bridget Jones: Mad About the Boy
7. Looney Tunes: The Day The Earth Blew Up
8. Captain America: Brave New World
9. Sikandar
10. Flow

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Broadsheet - Chrissy Voss, Katya Wachtel, Gemma Crisp
Broadsheet makes two leadership appointments

By Alisha Buaya

Sian Whitaker: ‘I couldn’t be more thrilled about the future of our business.’

Broadsheet has made two key leadership appointments, which reflect the culture guide’s ongoing investment in leadership and its vision for the future.

Christina Voss has been promoted to commercial director, as Gemma Crisp joins as head of audience growth.

After more than seven years with Broadsheet, Voss will step up to the role of commercial director, having held a series of senior commercial roles, including national sales director and, most recently, national studio and strategy director. In her new role, Voss will oversee sales ,studio, design, and marketing, and will report directly to managing director Sian Whitaker.

“I couldn’t be more thrilled about the future of our business,” Whitaker said. “Chrissy has been instrumental in our success over the years, and I’m delighted to see her continue to grow her career at Broadsheet. With her solid experience across every part of our Commercial operations and a huge passion for the brand and our partners, she is the perfect person to help drive our next phase of growth.

Voss said here promotion: “After taking on various leadership roles within the Commercial team and stepping away for a while to have children, I’m now excited and ready for the next phase of my career. I couldn’t be more thrilled to take on the challenge of Commercial Director.

“Over the past seven years at Broadsheet, I’ve witnessed significant growth, and I truly believe we are now in the strongest position we’ve ever been for continued success. I’m looking forward to working with the team and our partners to build on that momentum and drive new opportunities.”

Broadsheet also welcomes Gemma Crisp as head of audience growth. Crisp joins the leadership team after returning from London, where she held senior audience growth roles at Stylist UK and Hearst UK. She will oversee social, video, and newsletter teams, focusing on expanding Broadsheet’s audience and deepening engagement across all platforms. Her role will involve close collaboration with editorial and commercial leads to shape content and distribution strategies.

Crisp will report to editorial director Katya Wachtel, who recently returned from parental leave.

“I am thrilled to welcome Gemma as Broadsheet’s first head of audience growth,” Wachtel said. “She brings a wealth of experience in building and engaging online audiences, and, importantly, a keen editorial mindset and passion for quality media. As we pursue our ambitious next phase of growth, Gemma’s expertise, leadership, and savvy will be invaluable.”

Crisp said of her new role: “Having admired Broadsheet from afar for years, it was at the top of my career wish list when I returned to Australia after more than a decade in the UK. Joining the brand is a huge professional highlight and I can’t wait to work with the social, video and newsletter teams – as well as the wider company – to deliver growth and engagement across all channels during an incredibly exciting time for the publisher.”

Top image: Chrissy Voss, Katya Wachtel, Gemma Crisp

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

Cricket Australia x Qantas
Qantas expands partnership with Cricket Australia

By Alisha Buaya

Ed Sanders: ‘Qantas is not just a great supporter of Australian Cricket; it is a significant part of our cricket operations providing fantastic service for our teams, staff and fans.’

Qantas has expanded partnership with Cricket Australia, signing a three-year agreement with the national sporting body.

The expanded partnership will see the national carrier become the Overseas Tour Partner of both the Australian men’s and women’s teams and continue its role as the Official Airline Partner.

The new agreement will see the airline cement its support of women’s cricket, which has seen a surge in popularity and participation in recent years, inspired by the success of the national team, having already been Cricket Australia’s official airline partner for more than a decade.

This will be the first time the Qantas brand will feature on all the women’s team shirts and training gear for overseas matches in addition to the men’s team from July 1 2025.

News of the expanded partnership comes as Cricket Australia released its 2025-26 international schedule showcasing the 11 Australian cities – and Qantas destinations – where cricket will be played this summer, including every state and territory capital city as well as tourist hot spots like the Gold Coast, Cairns and Mackay.

Cementing its partnership

Qantas’ close partnership with Cricket Australia began in 2011. Australia’s world champion teams will continue to fly Qantas until at least 2028 as the premium airline supports Australian Cricket’s complex transport requirements to numerous destinations domestically and around the world each year.

“I’m delighted our partnership with Qantas will continue for another three years and that both our men’s and women’s teams will showcase the airline’s iconic logo during international matches played overseas,” Ed Sanders, Cricket Australia’s chief commercial officer said.

“Qantas is not just a great supporter of Australian Cricket; it is a significant part of our cricket operations providing fantastic service for our teams, staff and fans as they travel to destinations across Australia and the world.

“It’s fitting that the partnership renewal is being announced at the same time we release the 2025-26 international schedule featuring matches in 11 destinations to where Qantas will take our players and thousands of our fans this summer in customary comfort.”

Catriona Larritt, Qantas chief customer and digital officer said: “Australians are passionate about cricket and as the national carrier we’re proud to be strengthening our relationship with Cricket Australia and extending our support to the women’s team.

“Whether it’s connecting fans with the game they love or supporting the national teams as they compete on the global stage during their upcoming international tours, it is an honour to support this much-loved national sport. We look forward to continuing the long innings of our relationship with Cricket Australia.”

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ticketek x live event
Two million Australians purchasing tickets to live events over summer: Ticketek data

By Alisha Buaya

Cameron Hoy: ‘With ticket sales rising and fan engagement reaching new heights, the future of live events in Australia has never looked more vibrant or promising.’

This past summer saw the highest live event ticket sales in nearly a decade, with two million Australians purchasing tickets, according to Ticketek’s data science and research division, Ovation.data science and research division, Ovation.

The newly released FanDX report data represents over six million tickets sold across various events, including sports, music, performance arts, comedy, family events, and exhibitions. The figures highlights a significant surge in live event attendance, marking a major milestone in the entertainment industry.

The summer figures shattered several records. According to the report, more than 370,000 fans attended their first live event, with a significant portion (15%) of these new eventgoers being drawn to international cricket, alongside family friendly productions like Bluey’s World, Sister Act, Beauty and The Beast, Tina Turner the Musical and Laneway Festival which also attracted many first-time fans.

Ticketek FanDX - 1

Diverse event share

Sports events represented almost 30% of tickets sold, this being the highest summer share recorded in four years. The sharp increase in sports attendance took some share away from music events but didn’t threaten its leadership, with music events still holding a commanding 49.5% market share of summer audiences. Other event genres, like Comedy and Family events also surged, hitting their highest summer share in a decade.

Compared to all events across the year, Summer 2024/25 experienced significant jumps in female participation (up 6% compared to the yearly average), the 18 to 24 age group (up 48%) and, fans of Indian background jumped into the summer action, with their activity up 21% compared to any other time of the year.

Securing tickets in advance

The report noted that fans were purchasing summer event tickets at an average of 118 days in advance, slightly down from 124 days in the previous summer. The long sales lead times reflect fans’ desire to secure their plans early, avoiding clashes with the busy holiday and Christmas/New Year schedules.

In Summer 2024/25, the average ticket purchase was $242, just behind the previous summer’s $261. Gen Z spent the most, averaging $256, followed by Gen X at $244 and Millennials at $238.

Baby Boomers dominate summer sports, but younger generations are more active in live music events. However, Baby Boomers have the highest engagement in performing arts, with 32% attending events like musical theatre, up from 26% in summer 2023/24. Their participation in performing arts has significantly increased.

Postcode hotspots

Fans in NSW and Victoria were the most active across the nation with attendance up 9% and 7% respectively above their yearly averages.

In NSW, the postcode hotspots for event goers included Kellyville and Liverpool in Sydney’s west and Gosford on the Central Coast. In Victoria, residents of Melbourne city were the most active, alongside those in Cranbourne and Hoppers Crossing.

Cameron Hoy, TEG’s chief operating officer and head of global ticketing, said: “Ticketek’s FanDX analysis powerfully reaffirms that live experiences are an irreplaceable and deeply valued part of our lives—now more than ever for a growing number of Australians. Audiences are turning out in greater numbers, embracing a wider variety of events, more often, driven by a level of emotional connection few other experiences can match.”

“With ticket sales rising and fan engagement reaching new heights, the future of live events in Australia has never looked more vibrant or promising.”

Ben Jenkins, NBL EGM marketing, said” “The NBL has broken the all-time record in attendance as we remain the fastest growing sports league in Australia. There were 55 sell-outs across the season, with a total of 1,135,135 people attending games throughout the regular season and finals, which surpassed the previous record that stood for 31 years, and this season was achieved in 40 less games,”

“We’re grateful to our partners like Ticketek and the relationship we have. Ticketek plays a crucial role in driving ticket sales, helping the league with the use of data and insights with the TEG/Ovation platform to highlight the incredible success of the season.”

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WPP X Heineken
Heineken appoints WPP as global shopper marketing and commerce partner

By Alisha Buaya

Rutger van der Stegen: ‘WPP’s creativity and deep understanding of the Heineken brand makes them the right partner to increase the impact of shopper touchpoints in our marketing mix.’

WPP has been appointed by Heineken as its global shopper marketing and commerce partner for the iconic Heineken brand portfolio, including Heineken, Heineken 0.0, and Heineken Silver.

This partnership expands WPP’s relationship with the Dutch brewing company and underscores its leadership in delivering innovative, AI-powered marketing solutions at scale.

WPP’s remit includes global development of below-the-line marketing activities, with a focus on creating meaningfully differentiated brand experiences across key touchpoints.

A dedicated team, led by VML Amsterdam, will leverage WPP Open, the company’s AI-powered operating system for marketing transformation, to deliver creative end-to-end brand experience and commerce solutions.

Driving standout experiences across retail, ecommerce, and sponsorship

This includes working with the global Heineken team on enhancing creative in-store and in-bar brand presence, retail activations, and ecommerce strategies to drive sales and optimise the consumer journey. Additionally, the team will focus on developing integrated shopper experiences around key sponsorships, including Formula 1, the UEFA Champions League, and live music events, driving brand affinity and creating memorable shopper moments for fans.

The WPP team will operate from WPP’s Amsterdam Campus and will collaborate closely with the global Heineken team to drive activations in HEINEKEN’s key markets across the globe.

This builds upon WPP’s strong existing relationship with Heineken. Ogilvy supports brands across the Heineken company portfolio globally and in markets like Brazil, Spain and Mexico, while Design Bridge and Partners delivers award-winning branding and design work for Heineken brands, including on the company’s recent 150-year anniversary campaign.

“We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI,” Rutger van der Stegen, global head of BTL Heineken Brand, said.

“In addition, WPP’s creativity and deep understanding of the Heineken brand makes them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and drive sustainable growth.”

Rogier Leliveld, chief client officer for WPP in the Netherlands and WPP global client lead for Heineken, said: “We could not be prouder to expand our partnership with Heineken and leverage WPP Open’s AI capabilities to create world-class experiences for its brands. Commerce and shopper experience are such important drivers of brand power and sales in this category, which makes this opportunity even more exciting.

“It also allows us to build on our longstanding brand strategy and design partnership with Heineken®. With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous.”

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GroupM
GroupM agencies dominate RECMA report

By Alisha Buaya

Aimee Buchanan: ‘It is wonderful to see our efforts reflected in the latest RECMA report.’

GroupM Australia has claimed the number one position in RECMA’s Qualitative Domestic Report, totalling 55 points, 13 ahead of its nearest competitor.

The #1 ranking has been maintained by the group since the start of 2023, across three consecutive reports. GroupM agencies dominate the top five agency rankings with EssenceMediacom (=#1), Wavemaker (#3) and Mindshare (#5).

Last year saw the group retain and welcome clients into its portfolio, including Queensland Government and Specsavers (EssenceMediacom), Footlocker and Nova (Mindshare), McPherson’s and Adelaide University (Wavemaker).

Two bespoke agency models, OpenMind and OpenDoor, were also created in partnership with WPP leading to the successful local wins of Nestlé and Amazon.

RECMA is an independent research company that evaluates and rates media agency rankings on a global scale. The Qualitative Domestic Report assesses agencies based on two key areas; Vitality and Structure, across nineteen criteria including new business and client growth, capability and specialised resources, leadership stability and award wins.  The RECMA report ranks agencies by combining both Vitality and Structure scores.

The Group’s overall Vitality score is above market average on 30 points. Wavemaker leads the pack on 11 points, closely followed by Mindshare (10 points) and EssenceMediacom (9 points).

‘Our efforts are paying off’

The release of the RECMA report follows the latest COMvergence report for 2024, which showed GroupM also taking the top spot in the 2024 COMvergence New Business Barometer Report for Australia, delivering AU$332m (US$210m) in new and retained billings during 2024.

“A huge and consistent amount of work and passion from everyone across our business goes into achieving these results,” Aimee Buchanan, GroupM Australia and New Zealand CEO, said: “Thanks to the leadership of our incredible exco team and agency CEOs, our agencies and specialist teams are making an impact, as we collectively work towards delivering our vision of creating the next era of media. It is wonderful to see our efforts reflected in the latest RECMA report.

“This builds on last week’s announcement where GroupM also ranked #1 in the COMvergence New Business Barometer Report, further demonstrating that our efforts are paying off. A heartfelt thank you to our wonderful clients, partners and people who contribute to this success day in, day out.”

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‘Unfiltered’ returns with fresh voices and raw insights from industry leaders

By Natasha Lee

News Corp’s Growth Distillery and The Marketing Academy lift the lid on leadership, trust and creative partnerships.

A focus on mentoring and ’empowering conversations’ will drive the new season of Unfiltered, the 12-part vodcast created by News Corp Australia’s research and insights hub, The Growth Distillery, in partnership with  The Marketing Academy.

Hosted by The Growth Distillery’s director, Dan Krigstein, Unfiltered draws from The Marketing Academy’s international alumni network to explore the relationships that shape careers, from mentors to rivals, to co-founders and everything in between.

“In today’s fast-moving business environment, leaders need more than textbook strategies,” said Krigstein. “Unfiltered cuts through the noise to deliver raw, practical insights that matter, on both a professional and personal level.

“With this season, we’ve widened the lens to focus on one of the most powerful, yet often underestimated, drivers of success: the remarkable people who journey with us.”

The Growth Distillery's Director, Dan Krigstein

The Growth Distillery’s Director, Dan Krigstein

Catalyst for change

Each episode features high-profile duos who’ve grown together through challenge, change, and creative tension.

The season opener brings together Peter van Jaarsveld, managing director at Oliver+, and the agency’s executive creative director Gabrielle Gray.

The Marketing Academy CEO, Sherilyn Shackell

The Marketing Academy CEO, Sherilyn Shackell

Other featured pairings include Salesforce CMO ANZ Leandro Perez and senior marketing director Catherine Bowe, Amazing If co-founders Helen Tupper and Sarah Ellis, and OMD Australia co-CEOs Sian Whitnall and Laura Nice. The Marketing Academy CEO Sherilyn Shackell said: “These are transformative conversations. Because great leadership, mentorship and relationships have the power to change lives.”

“These are transformative conversations, because great leadership, mentorship and relationships have the power to change lives,” she added.

Unfiltered is available via The Growth Distillery website, YouTube, Spotify and Apple Podcasts.

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New Clemenger BBDO Logo
Clemenger BBDO unveils new logo and proposition as it relaunches

By Alisha Buaya

Lee Leggett: ‘We’re not just expanding our capabilities – we’re expanding our potential.’

Clemenger BBDO has relaunched with CHEP Network, Clemenger BBDO and Traffik joining forces under one banner and the new vision of “Do Big Things.”

The agency’s new era combines the full-service agencies capabilities across strategy, creative, design, media, experiential, data, and technology.

The unification of the three agencies into Clemenger BBDO offers a seamless, tailored model to meet the evolving needs of today’s most ambitious brands, giving clients access to unmatched integrated marketing capabilities at scale. It builds upon Clemenger BBDO’s 75-year legacy and legendary platform creativity while embracing the progressive capabilities of CHEP and experiential excellence of Traffik.

Lee Leggett will lead the new Clemenger BBDO, bringing with her deep leadership experience as former CEO of CHEP a successful track record leading digital, media and advertising agencies across Australia and the United Kingdom. She’s known for building strong relationships with clients and teams, driving growth with integrity, and delivering creative and commercial impact at scale.

“Over the past few weeks, I’ve spent time across all three businesses and with our clients, and what stands out is the strength of the people,” said Leggett.

“We have brilliant talent in every corner of the company, and now we have the platform to bring it all together. We’re not just expanding our capabilities – we’re expanding our potential. With brand, creative, media, data, technology and experience all working as one, we have the tools and talent to deliver truly modern creativity for the most ambitious brands in the country.”

Simon Wassef, previously at Clemenger BBDO, steps into the role of chief strategy officer, partnering with Leggett to shape the agency’s strategic direction. Glen Dickson, a longstanding CHEP creative leader, will continue as deputy chief creative officer as a global search for a national chief creative officer takes place.

Leggett added: “What excites me most is the spirit I’m seeing already. There’s energy. There’s belief. And there’s a genuine desire to build something together that’s not just bigger, but better. Today is day one and I can’t wait for what’s next.”

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QMS sets new benchmark for DOOH with Paris Olympics campaign

By Natasha Lee

Games Network delivers brand lift, memory encoding and sales boost for major partners.

Digital outdoor media agency QMS has revealed strong results from its Games Network, Australia’s largest digital out-of-home (DOOH) screen network activated for the 2024 Paris Olympic and Paralympic Games.

Working with research firms Kantar and Neuro-Insight, QMS reported major uplifts across the board for official sponsors.

Kantar’s study showed the Games Network drove brand awareness (+8.5pts), consideration (+7.6pts), brand difference (+7.6pts), affinity (+5.9pts), and brand perceptions (+6.7pts).

Meanwhile, Neuro-Insight found a 22% jump in long-term memory encoding (LTME) compared to non-Games campaigns, with brands positioned alongside live Paris content enjoying a further 24% boost in LTME.

Real-time and real results

Over six weeks, QMS served more than 81,000 pieces of dynamic creative, delivering live medal updates, breaking news and Olympic highlights to 11.5 million Australians via its digital network.

Partners such as Allianz, Toyota, Woolworths, Stan, Patties Food Group and Bupa all leveraged the platform’s immediacy and context to strengthen brand relevance.

One standout was Patties Food Group, which used QMS’ network to anchor its “Being a fan is hungry work” campaign for Four’N Twenty.

“We tapped into real-time fandom, connecting with Aussies watching at 3am, and saw up to 30% lift in unit sales,” said chief marketing and growth officer Anand Surujpal.

“We retained new consumers post-campaign and maintained market share growth. That kind of conversion and retention is rare and powerful.”

A call to rethink the channel

QMS chief strategy officer Christian Zavecz said the campaign demonstrated DOOH’s evolution into a high-impact, full-funnel media channel. “This wasn’t just about reach, it was about meaningful and measurable outcomes,” he said. “Our partners embraced dynamic creative to stay contextually relevant, and it paid off.”

Tim Murphy, QMS chief sales officer, added: “The results speak for themselves. This is a reminder to advertisers, when used to its full potential, DOOH can drive real action and brand love.”

Meanwhile, Sharon Hilton, head of media at Kantar, called the work “a masterclass in full-funnel effectiveness”, proving the power of context, timing and creativity in capturing consumer attention and driving results.

She added: “This extraordinary level of success not only underscores the effectiveness of the campaigns for QMS brand partners but also emphasises the immense power of dynamic OOH to capture attention, significantly enhance engagement and drive connection.”

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Stars from The Last of Us and The White Lotus land Down Under for Max launch

By Natasha Lee

Max, Warner Bros. Discovery’s flagship streaming platform, has officially launched in Australia today.

A taste of Hollywood landed in Australia today, with the launch of Max, Warner Bros. Discovery’s flagship streaming platform.

The new service is home to HBO’s award-winning programming, Warner Bros. blockbusters, DC Universe titles, Discovery’s real-life entertainment, kids’ favourites, and more.

Available now via www.max.com, Max can be accessed across major mobile, tablet, gaming, and connected TV devices, with three pricing plans and a special introductory offer for early subscribers.

To celebrate the debut, cast members from two of the platform’s most popular series, The Last of Us and The White Lotus, gathered for a high-profile photo call in Sydney today, to celebrate the launch.

The cast from The Last of Us: Bella Ramsey (Ellie), Gabriel Luna (Tommy), Kaitlyn Dever (Abby), Isabela Merced (Dina), Young Mazino (Jesse), and Jeffrey Wright (Isaac)

The cast from The Last of Us: Bella Ramsey (Ellie), Gabriel Luna (Tommy), Kaitlyn Dever (Abby), Isabela Merced (Dina), Young Mazino (Jesse), and Jeffrey Wright (Isaac)

Cast members in attendance included Bella Ramsey (Ellie), Gabriel Luna (Tommy), Kaitlyn Dever (Abby), Isabela Merced (Dina), Young Mazino (Jesse), and Jeffrey Wright (Isaac) from The Last of Us, alongside The White Lotus season three actors Patrick Schwarzenegger (Saxon), Leslie Bibb (Kate), Natasha Rothwell (Belinda), and Morgana O’Reilly (Pam).

The White Lotus season three actors Patrick Schwarzenegger (Saxon), Leslie Bibb (Kate), Natasha Rothwell (Belinda), and Morgana O’Reilly (Pam)

The White Lotus season three actors Patrick Schwarzenegger (Saxon), Leslie Bibb (Kate), Natasha Rothwell (Belinda), and Morgana O’Reilly (Pam)

Max makes its mark on the Australian streaming landscape

In addition to scripted hits, Max will serve up a deep library of entertainment across genres. Blockbusters like Barbie, Wonka, Beetlejuice Beetlejuice, and Twisters join classics like Casablanca and Gone with the Wind. Franchises including Harry Potter, The Lord of the Rings, and the DC Universe sit alongside long-running favourites like Friends, The Big Bang Theory, and Rick and Morty. Local audiences will also recognise popular Discovery content such as Aussie Gold Hunters, Outback Opal Hunters, and Deadliest Catch, as well as reality staples like 90 Day Fiancé and Say Yes to the Dress.

Read our chat with Sasha Mackie, senior director of marketing, streaming, studios & networks, Australia and New Zealand, here.

Plans and pricing

Max is available via three plans:

• Basic With Ads: Stream on two devices in full HD.

• Standard: Stream on two devices in full HD with up to 30 downloads for offline viewing.

• Premium: Stream on four devices in 4K UHD with Dolby Atmos (where available), and up to 100 downloads.

Australians who sign up by 30 April, 2025, will receive a special promotional price for the first 12 months, available across all plans. Full details are available at www.max.com.

The platform also offers a personalised, user-friendly experience, including tailored recommendations, user profiles (with kid-friendly options and parental controls), and convenient features such as “Continue Watching”, favourites, and offline downloads (depending on plan).

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ARN marks ninth year at the Sydney Royal Easter Show

By Natasha Lee

The event will work to engage audiences and advertisers during one of Sydney’s largest annual events.

ARN is back at the Sydney Royal Easter Show for the ninth consecutive year, rolling out a high-impact, multi-brand activation that brings together KIIS 1065, GOLD 101.7, CADA, and WAVE FM to engage audiences and advertisers during one of Sydney’s largest annual events.

ARN and KIIS unveil the Sydney Eye at Royal Easter Show - Mediaweek

KIIS 1065 brings the thrills

At the heart of ARN’s activation strategy is KIIS 1065’s fan-favourite Kyle & Jackie O’s Haunted House, returning in 2025 with a new twist, Neon Nightmare.

Described as “a party that feels like a trap,” the spine-chilling new room promises to draw crowds and deliver a thrill-seeking experience that’s tailor-made for social sharing and immersive brand exposure.

Also making a comeback is the KIIS Eye, a towering Ferris Wheel offering panoramic 360° views set to a KIIS-curated playlist. With space for prams, it’s designed for family-friendly appeal while maintaining brand visibility above the bustling showgrounds.

To drive listener engagement in the lead-up to the event, KIIS 1065 is giving away family passes, ride vouchers, and the coveted World Famous Kyle & Jackie O Showbag across The Kyle & Jackie O Show, Workdays with Gordie, Weekends, online, and via the KIIS Thunderbirds street team.

Additional prize packs, complete with unlimited ride vouchers and the show’s top ten showbags, are available to members of the KIIS Club.

GOLD 101.7 revs up the nostalgia

GOLD 101.7’s Jonesy & Amanda’s DOD-JAMS returns with a fresh fleet of dodgem cars, creating a playful and high-energy brand moment. The station’s on-ground Roadies team will be handing out free ride passes to heighten interaction and brand affinity among showgoers.

On-air, listeners can win their way to the Easter Show with Jonesy & Amanda, with prizes including entry and a Jonesy & Amanda Showbag filled with GOLD 101.7 merchandise and goodies.

CADA and WAVE FM broaden the reach

Youth-focused CADA is extending ARN’s Easter Show reach via an online competition, offering family passes to its digital-first audience. Meanwhile, WAVE FM is targeting its Wollongong base with on-air giveaways during Breakfast and throughout the day, reinforcing ARN’s regional footprint.

The Sydney Royal Easter Show runs from 11–22 April 2025.

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All Blacks and Black Ferns unveil new brand identities via M&C Saactchi Group
All Blacks and Black Ferns unveil new brand identities via M&C Saactchi Group

By Alisha Buaya

The brands have been designed for both teams to stand out in an ever-complex sport and entertainment landscape.

New Zealand Rugby (NZR) has revealed the new identities for two of its national teams, the Black Ferns and All Blacks, designed to capitalise on growth in women’s rugby and strengthen both teams’ global appeal, developed by Re, part of M&C Saactchi Group.

The agency is in close collaboration with NZR. Each of the identities has elements in common, allowing the brands to stand seamlessly side-by-side, as well as individual elements that allow the teams to maintain their distinct voices. The refresh represents the next evolution for the All Black and the Black Ferns while respecting the unique heritage of both.

The strategic rebranding comes at a pivotal moment for women’s rugby in New Zealand, which has experienced extraordinary growth following the Black Ferns’ triumph at the 2022 Rugby World Cup on home soil and the explosive growth in the women’s game. Black Ferns video views on NZ Rugby digital platforms have increased by 300% year-on-year in 2024.

“This work comes off the back of a large discovery phase. Input was sought from current and former players, coaching staff and cultural advisors to make sure we truly understood and represented the needs of the All Blacks and the Black Ferns. We ended up with a brand that allows them both to shine,” said Kerry McKenzie, general manager brand and marketing, New Zealand Rugby.

“Both teams have their own powerful legacies, and this refresh allows us to respect where we came from while moving into a new era.”

Enhancing digital engagement

The brands have been designed for both teams to stand out in an ever-complex sport and entertainment landscape. They have been optimised for digital platforms; from stadium screens to social media.

The digital strategy includes: enhanced cross-promotion between team channels, a shared visual language, expanded behind-the-scenes content with the boost of the channel NZR+, and interactive digital experiences that connect players with fans.

“We’ve had a great relationship with New Zealand Rugby,” said Re managing director Ben Harrison.

“We are proud to have helped design and launch the NZR+ platform, and it’s a privilege now to be able to give the Black Ferns and the All Blacks the brand tools to set them up well for the future.”

Converting followers into fans

A key objective of the M&C Saactchi led rebrand is converting an audience of international followers into more deeply engaged fans of both teams. Research shows over 100 million people worldwide were open to following the All Blacks and Black Ferns, identifying a huge potential market of new fans. The rebrand helps international audiences connect with both the men’s and women’s programs more seamlessly, and create an engaged fan base across the world, all while keeping Aotearoa/New Zealand at the heart of the identity.

Social media following (including Instagram, Facebook, Twitter/X, TikTok, and YouTube) of the All Blacks has grown steadily from approximately 8.7M followers in 2021 to approximately 11.8M followers today. While starting from a lower base, the Black Ferns following is growing significantly faster. Their followership has grown from approximately 237,000 followers in 2021 to over 880,000 followers today.

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LinkedIn
LinkedIn reveals most in-demand skills for marketers in 2025

By Alisha Buaya

Cayla Dengate: ‘With a tightening job market and intensifying competition, knowing which skills are in-demand can help job seekers stand out to hiring managers.’

Campaign execution, AI literacy and communication training have ranked as the most in-demand skills for marketers to stay ahead of the competitive job market in 2025 by LinkedIn Skills on the Rise list.

In Australia, the hiring of AI talent has surged by more than 240% over the past eight years as AI accelerates workplace change, creates new jobs, transforms roles and drives productivity.

The percentage of LinkedIn members in Australia who have added AI skills to their profiles has surged 29-fold since 2016, surpassing the global average increase of 20-fold. The hiring of AI talent relative to all hiring has also increased by 31% year-on-year in Australia.

LinkedIn’s Skills on the Rise list uses data from across Australia’s 16 million LinkedIn members and measures the frequency of skill additions by members, their presence in recently recruited profiles, and the increase in demand for these skills in company job offers.

The demand for AI literacy comes as LinkedIn data shows that the skills needed for jobs in Australia are projected to change by 66% by 2030 compared to 2016.

The 10 Fastest Growing Skills for Marketers in Australia in 2025:

1. Campaign Execution
2. AI Literacy
3. Communication Training
4. Creativity and Innovation
5. Relationship Building
6. Marketing Budget Management
7. Customer Segmentation Strategy
8. Phone Manner
9. Adaptability
10. Strategic Initiatives

Soft skills shine in the AI era

With AI having the ability to take on more administrative tasks and reshape the workforce, the value of soft skills has never been greater. Skills like communication, strategic thinking and adaptability all feature among the top 5 Skills on the Rise, highlighting the value of human-centric abilities in navigating the modern work environment.

People skills are now more important than ever for career growth and success in today’s job market, as business leaders look for core competencies that AI cannot easily replace.

Many of the roles on LinkedIn’s Jobs on the Rise list this year, such as English Teacher, Fundraising Manager and Employee Relations Specialist – along with front-line hospitality roles – highlight the growing demand for skills like problem-solving, empathy and agility to thrive in the era of AI.

Cayla Dengate, LinkedIn Career Expert said: “LinkedIn data shows that nearly 3 in 5 (59%) Australians are looking for a new job in 2025, but 41% of Australians don’t know how to match their skills to roles. With a tightening job market and intensifying competition, knowing which skills are in-demand can help job seekers stand out to hiring managers.

“Australia has always been an early adopter of technology, and AI is no exception – with 87% of Australian professionals saying they are using AI tools at work. AI is transforming every job, team, and business. Your job is changing, even if you’re not changing jobs, and 10% of workers hired today have job titles that didn’t exist in 2000, such as AI Engineer and Data Scientist.”

“However, AI is also elevating the value of human-centric abilities, with soft skills showing up strongly in LinkedIn’s Skills on the Rise list. Soft skills are vital in enabling professionals to build strong relationships, foster collaboration and drive innovation, which makes them indispensable in today’s job market.”

To help professionals learn and stand out for these rising skills, LinkedIn Learning is opening up select courses for free from March 19 to April 18, including Everyday AI Concepts, How to Make Innovative Thinking a Habit, Communication Foundations and more.

LinkedIn has also introduced a new AI-powered coaching feature that helps professionals practice in-demand interpersonal skills, such as public speaking, with interactive text or voice scenarios and actionable feedback on their strengths and areas of growth.

Additionally, LinkedIn is rolling out a new job match feature that will help job seekers understand how qualified they are for any job on LinkedIn, in just seconds, by showing them how their skills and experience match with a job’s required and preferred qualifications.

 

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Foxtel cements Max partnership in new TVC via Balboa (1)
Foxtel cements Max partnership in new TVC via Balboa

By Alisha Buaya

Guy Sawrey-Cookson: ‘This ad celebrates the seamless integration of Max into the Foxtel experience, delivering creative that’s as bold and engaging as the entertainment itself.’

Foxtel has launched a new television commercial highlighting its commitment to delivering exceptional value for its customers by providing them with access to a Max subscription on their Foxtel device at no extra cost, unlocking a world of premium content from HBO, Warner Bros. Discovery, and more.

The creative takes, by Foxtel’s in-house agency Balboa, viewers on a thrilling rollercoaster ride, showcasing Max‘s popular lineup of fantasy, drama, comedy and more, doubling down on Foxtel’s proposition as a one-stop shop for the best in entertainment.

The TVC features NRL legend and Fox Sports presenters Nathan Hindmarsh and Brian Fletcher, host of Selling Houses Australia and Love It or List It Australia Andrew Winter, and actress Sana Shaik, and highlights programming available on Max including HBO Originals House of the Dragon, The White Lotus, and The Last of Us, alongside movie franchises such as the Harry Potter films and classics like Friends.

With Max launching in Australia on 31 March, Foxtel subscribers will enjoy seamless access to its extensive catalogue of titles.

“With access to Max being made available to Foxtel subscribers, we’re making it easier than ever to access the best content all in one place,” Michael Waymouth, Foxtel director of marketing strategy and planning, said.

“This integration reflects our commitment to delivering great value and convenience for our customers. We’re also proud to continue our partnership with Warner Bros. Discovery as a launch partner, bringing access to Max and its content library to the Foxtel platform at no extra cost to our subscribers.”

Foxtel cements Max partnership in new TVC via Balboa (1)

Guy Sawrey-Cookson, BALBOA executive creative director, said: “Our goal with this campaign was to capture the excitement and variety of entertainment that an included Max subscription brings to Foxtel subscribers.

“By blending iconic moments from beloved shows and films with a dynamic, rollercoaster-style narrative, we aimed to showcase the thrill of having so much premium content at your fingertips. This ad celebrates the seamless integration of Max into the Foxtel experience, delivering creative that’s as bold and engaging as the entertainment itself.”

Foxtel devices* will have access to the Max app† from 31 March, expanding their already extensive content offering and bringing the total number of available apps to 18.

Max joins a comprehensive lineup that includes Netflix¹, Disney+¹, 10play¹, Amazon Prime Video¹, ABC iview², SBS On Demand¹, YouTube², YouTube Kids², 9Now¹, F1®TV³, Optus Sport⁴, Paramount+¹, 7plus⁵, Stan¹, DocPlay¹, Apple TV+6, and BritBox1. The campaign, which was produced by BALBOA, will run on TV, social media, BVOD, online video, and on-platform promos. Credits: Client: Foxtel Creative Agency: BALBOA; Foxtel Group Creative Agency ALT VFX, SFX: Uncanny Valley.

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‘Thanks to Nature’ launches first major out-of-home campaign

By Natasha Lee

The brand, started by a Sydney mum, is kicking off its foray into OOH advertising.

Emerging Australian beauty brand, exclusive to Woolworths, Thanks to Nature has rolled out its first-ever out-of-home (OOH) advertising campaign, with a high-impact, metro-focused push across Sydney and Melbourne.

The campaign is designed to significantly boost brand awareness and expand the reach of Thanks to Nature’s naturally-derived, salon-quality hair and body range, positioned as an affordable luxury for everyday use.

Smooth and Control Shampoo 500mL

High-visibility formats, high-traffic locations

Executed in partnership with indie media agency Avenue C, the campaign spans:

• JCDecaux street furniture and transit assets

• QMS large-format billboards

By securing high-traffic placements in strategic urban pockets, the brand says it is aiming to drive mass visibility while establishing a strong metropolitan presence.

Creative direction for the campaign was led by Avenue C’s Steve Liu, who added: “We are so pleased to have the opportunity to help bring such a savvy and colourful brand to more people’s attention in outdoor.”

A natural evolution for the brand

“This marks an exciting new chapter for Thanks to Nature,” said co-founder Sean Cassar. “Stepping into out-of-home advertising allows us to connect with our audience boldly and dynamically, bringing our brand’s message to the streets of Sydney and Melbourne.”

Thanks to Nature was founded in 2021 by Natalie Cassar, a Sydney-based mother of two teenagers who set out to fill a gap in the market for luxe, efficacious, and naturally-derived products that remain accessible in price.

The vegan-friendly, cruelty-free, and paraben-free range is built on the ethos of making daily moments of luxury more attainable, particularly for women looking for high-performance personal care that feels indulgent without the price tag.

With a growing consumer base and clear values around transparency and sustainability, Thanks to Nature’s first foray into outdoor advertising marks a strategic brand-building play in an increasingly competitive category.

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MFA Awards 2025_ Signature Judges
MFA names signature judges for the 2025 Awards

By Alisha Buaya

Taking to the panel are Kate Bailey, Joe Lunn, Suzana Ristevski, Nicole Smart, and Sarah Sorrenson.

The Media Federation of Australia (MFA) has revealed the five senior marketers named as the signature judges for the 2025 MFA Awards.

Taking to the panel are Kate Bailey, GM brand, digital and media for Coles, Joe Lunn, international head of media for Uber, Google ANZ’s chief marketing officer Suzana Ristevski, Nicole Smart, Woolworths Group GM group media and media planning, and Sarah Sorrenson, global media director (VP) of Diageo.

The judges will lead a cohort of over 100 experienced professionals from media agencies, media owners, tech companies, and a record number of marketers. The signature judges will ensure the judging process maintains a sharp focus on proven media effectiveness, reinforcing the MFA’s commitment to excellence.

The inclusion of CMO Signature Judges further strengthens the MFA Awards’ rigorous and impartial judging process, which features automatic conflict filtering, independent auditing, blind voting and proof of media contribution. This year, NotebookLM by GoogleLabs will be used for the first time to identify ineligible entries, flagging them for human review to ensure every submission complies with MFA Award rules before reaching the judges – upholding integrity and fairness.

Chris Colter, MFA Awards co-chairs, managing director of Media Strategy ANZ at Accenture, and Catherine Rushton, chief strategy officer at This Is Flow, thanked the Signature Judges for their dedication in identifying the most effective and inspiring media thinking in Australia.

“Every year we aim to recruit the most robust and respected panel of judges in the industry and we couldn’t be prouder of the calibre of outstanding marketing leaders joining the MFA Awards this year.

“Each one of our Signature Judges is a true champion of media effectiveness, with deep expertise, industry knowledge and proven delivery of world-class media activation. Their unique insights and perspectives will be immensely valuable in evaluating the most innovative and effective media thinking in the country.”

Bailey of her role as a signature judge: “I’m excited to be judging the MFA Awards as a signature judge this year. I strongly believe in the power of media to deliver real impact for brands and businesses, and I’m eager to see the exceptional strategic thinking coming out of Australian media agencies. In addition to effectiveness, I’ll be looking for deep customer insight, smart strategy, and bold execution.”

Entries to the MFA Awards are open until 2 May, with early bird submissions due by 17 April. Eligible participants – including MFA members, non-member agencies, clients and media owners – are encouraged to submit work that embodies the industry’s We Are The Changers purpose, showcasing best-practice media thinking and long-term business growth.

The winners will be announced at a black-tie gala dinner on Thursday 18 September at Sydney’s Randwick Racecourse.

The 2025 MFA Awards sponsors are:
Grand Prix: Seven
Platinum: Meta, Outdoor Media Association, SBS
Gold: OzTAM, Pinterest, YouTube
Silver: Nielsen

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TV Ratings Sunday 30 March 2025: Married At First Sight leads across key demos

By Tom Gosby

Married At First Sight tops the charts, with strong performances across all key demographics.

Total People TV Ratings

Nine’s Married At First Sight recorded a total TV national reach of 3,069,000, a total TV national audience of 1,816,000 and a BVOD audience of 455,000.

Nine’s 60 Minutes recorded a total TV national reach of 2,386,000, a total TV national audience of 898,000 and a BVOD audience of 123,000.

Seven Seven News recorded a total TV national reach of 2,327,000, a total TV national audience of 1,384,000 and a BVOD audience of 76,000.

Nine’s 9News recorded a total TV national reach of 2,324,000, a total TV national audience of 1,319,000 and a BVOD audience of 122,000.

Seven’s Australian Idol recorded a total TV national reach of 2,224,000, a total TV national audience of 1,067,000 and a BVOD audience of 93,000.

Total People 30 March 2025.

Total People 30 March 2025.

People 25-54

Nine’s Married At First Sight:
• Total TV national reach: 1,312,000
• National Audience: 858,000
• BVOD Audience: 285,000

Nine’s 60 Minutes:
• Total TV national reach: 1,012,000
• National Audience: 344,000
• BVOD Audience: 73,000

Nine’s 9News:
• Total TV national reach: 815,000
• National Audience: 431,000
• BVOD Audience: 65,000

Seven’s Australian Idol:
• Total TV national reach: 679,000
• National Audience: 314,000
• BVOD Audience: 46,000

Seven’s Seven News:
• Total TV national reach: 657,000
• National Audience: 370,000
• BVOD Audience: 39,000

People 25-54 30 March 2025.

People 25-54 30 March 2025.

People 16-39

Nine’s Married At First Sight:
• Total TV national reach: 658,000
• National Audience: 445,000
• BVOD Audience: 190,000

Nine’s 60 Minutes:
• Total TV national reach: 479,000
• National Audience: 137,000
• BVOD Audience: 41,000

Nine’s 9News:
• Total TV national reach: 367,000
• National Audience: 176,000
• BVOD Audience: 34,000

10’s Australian Survivor:
• Total TV national reach: 252,000
• National Audience: 154,000
• BVOD Audience: 31,000

Seven’s Seven News:
• Total TV national reach: 235,000
• National Audience: 112,000
• BVOD Audience: 19,000

People 16-39 30 March 2025.

People 16-39 30 March 2025.

Grocery Shoppers 18+ TV Ratings

Nine’s Married At First Sight:
• Total TV national reach: 2,370,000
• National Audience: 1,440,000
• BVOD Audience: 366,000

Nine’s 60 Minutes:
• Total TV national reach: 1,886,000
• National Audience: 725,000
• BVOD Audience: 100,000

Seven’s Seven News:
• Total TV national reach: 1,826,000
• National Audience: 1,098,000
• BVOD Audience: 61,000

Nine’s 9News:
• Total TV national reach: 1,811,000
• National Audience: 1,046,000
• BVOD Audience: 98,000

Seven’s Australian Idol:
• Total TV national reach: 1,715,000
• National Audience: 828,000
• BVOD Audience: 76,000

Grocery Shoppers (18+) 30 March 2025.

Grocery Shoppers (18+) 30 March 2025.

Data © OzTAM and Regional TAM 2025. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.

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Election 2025

Parties collect voter data through postal vote

Australia’s major parties are using postal vote applications as a front to collect voter data, with both Labor and the Liberals directing people to party-branded websites that harvest personal details before passing users to the official Australian Electoral Commission site.

As James Massola and Mike Foley write in The Sydney Morning Herald, despite offering no functional advantage over the AEC’s service, these sites request names, addresses, emails and phone numbers, gold for campaign advertising.

The practice is legal thanks to a long-standing exemption from the Privacy Act, which lets political parties collect and retain data without disclosing how it will be used.

Read more

Murdoch media no longer moves the middle

The Murdoch empire, once a kingmaker in Australian politics, is losing its influence where it used to count most: the swinging centre.

With a shrinking audience and splintered media landscape, News Corp’s electoral sway now looks more like legacy than leverage.

As Christopher Warren writes in Crikey, In chasing subscriptions and engagement, its outlets have increasingly catered to their loudest, most loyal readers, not the undecided voters advertisers and strategists actually want to reach.

Read more

Legal

Roberts-Smith appeal twist could drag ex-Nine barrister into court

The legal saga between Ben Roberts-Smith and Nine has taken a dramatic new turn, with lawyers for the former soldier signalling they may call Federal Court judge and ex-Nine barrister Nicholas Owens to the stand, if they’re allowed to reopen the failed defamation appeal.

At the heart of the move are fresh claims that Nine journalist Nick McKenzie improperly obtained intel on Roberts-Smith’s legal strategy, including from his ex-wife and her friend.

As Stephen Rice writes in The Australian, a Sky News Australia recording of McKenzie discussing the leak has triggered new allegations of misconduct and a push to revisit the case.

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Social Media

eSafety faces test as X fights takedown over anti-trans tweet

Australia’s online safety watchdog is under pressure as Elon Musk’s X and Canadian activist Chris Elston challenge a takedown notice over a controversial tweet targeting a trans Australian health expert.

As Josh Taylor reports in The Guardian Australia, the case marks a high-profile test of eSafety’s power to police global platforms under local laws.

The tweet, which misgendered the subject and linked transgender identity to mental illness, was ruled by eSafety to be cyber abuse in breach of the Online Safety Act.

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Streaming

Max makes a bold play for Aussie streamers

Warner Bros. Discovery has officially switched on Max in Australia, with global streaming chief JB Perrette confident the platform will hit profitability within three years, and open to acquisitions if the deal fits.

As Sam Buckingham-Jones writes in The Australian Financial Review, the Max launch ends Foxtel’s two-decade grip on HBO content, shifting cultural powerhouses like Succession and Game of Thrones to a direct-to-consumer model.

In a saturated market led by Netflix, Prime Video and Disney+, Max is banking on brand equity and bundling to win share, and, crucially, to unlock new digital ad inventory.

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Companies

CoStar closes in on Domain as Nine eyes a post-property play

Domain is one step closer to an offshore takeover, with the Nine-controlled listings platform entering an exclusive due diligence window with US giant CoStar Group.

As Ben Wilmot writes in The Australian, The $2.8 billion bid, if successful, will see one of Australia’s major classifieds players move into American hands, and give Nine a $1.4 billion war chest to reshape its media strategy.

The deal marks a potential shake-up for the local property advertising market, where Domain and REA Group dominate.

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Tech

Simon Molnar’s Flagship brings retail adtech to the shop floor

Flagship, the retail analytics start-up founded by Simon Molnar, younger brother of Afterpay’s Nick Molnar, has banked $US3.8 million in fresh funding as it gears up for a US expansion.

As Joseph Lim writes in The Australian, already used by brands like RM Williams, the platform blends eComm-style metrics with real-world retail, promising insights down to the ROI of a window mannequin.

The pitch to retailers is clear: treat physical stores like digital storefronts.

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Retail

Independent grocer hits back at ‘price gouging’ claims

Ritchies boss Fred Harrison has slammed recent political rhetoric targeting supermarkets, calling out the use of the term “price gougers” as unfair and inflammatory.

As Eli Greenblat writes in The Australian, the veteran grocer, who leads Australia’s largest independent supermarket chain, says the language is fuelling mistrust in the sector and undermining the hard work of thousands of retail workers.

Speaking after the Prime Minister’s weekend press conference, Harrison said supermarkets have become an easy scapegoat.

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Woolworths sharpens prices as scrutiny heats up

Woolworths has tightened the pricing gap with Aldi to its lowest point in two years, according to fresh analysis from JPMorgan.

As Carrie LaFrenz writes in The Australian Financial Review, the investment bank’s latest pricing survey found the supermarket giant made deeper cuts in March than Coles, a move seen as both a bid to win back market share and get ahead of the ACCC’s final report on grocery competition.

The pricing study, which tracks around 100 home brand items, showed Woolies’ average premium over Aldi dropped to 7.8%, down from 11.7% in August last year.

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Books

ABC grows up with Bluey as brand stretches into teen territory

The ABC is evolving Bluey beyond the pre-school set, with plans to launch a puberty guide and a potential teen spin-off in partnership with Ludo Studios.

As David Knox writes in TV Tonight, as its original audience edges into adolescence, the broadcaster is looking to extend Bluey’s cultural and educational influence, and capture attention in a more competitive, commercial media landscape.

Puberty Bluey: A Tween Girl’s Guide to Growing Up is due later this year, blending the show’s playful tone with age-appropriate info on body changes, emotions, friendships and more.

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