Mediaweek Morning Report: 10 April 2025

Kayo’s evolution: Foxtel’s streaming CEO on DAZN partnership and AFL’s Gather Round

By Natasha Lee

‘The vision is to create an ecosystem where Kayo becomes the true home of sport’.

Kayo Sports is going all-in for South Australian footy fans during the 2025 AFL Gather Round, launching a special offer of $1 for 30 days for new subscribers.

The limited-time deal gives fans access to every match of Gather Round live and ad-break free during play, streamed in stunning 4K quality.

The initiative aligns with Fox Footy’s massive on-the-ground presence across all three venues, Adelaide Oval, Barossa Park, and Norwood Oval, featuring an unrivalled commentary and presenter line-up.

The weekend culminates in a Super Saturday Live quadruple header, exclusive to Fox Footy on Kayo Sports, featuring Brisbane vs Western Bulldogs and Gold Coast vs North Melbourne.

Kath Loughnan will anchor the day’s coverage with a team of 17 Fox Footy experts. Other talent includes Eddie Betts, Jonathan Brown, Dermott Brereton, Sarah Jones, Garry Lyon, Jack Riewoldt, Kelli Underwood, and Gerard Whateley, with live programming from AFL 360, Bounce, and exclusive match coverage throughout the round.

Adelaide Oval,

CEO of the Foxtel Group’s streaming and advertising division, Julian Ogrin, told Mediaweek it’s all about delivering “a complete game changer” for AFL fans.

“We’re talking about 35 hours of AFL footy a week, three or four games of exclusively live coverage on a Saturday, midday to midnight,” he said. “It’s a festival, and people love having the TV on all day. We’ve leaned into that and created something special.”

Tailored commentary and a broadcast edge

Fox Footy’s Saturday exclusivity in Victoria and Tasmania has turbocharged sign-ups for Kayo, but Gather Round promises even more impact in South Australia.

“If you live in Adelaide or travel there, you can catch the games live, otherwise, it’s Kayo,” said Ogrin.

“That’s why we’ve got the $1 for 30 days offer running right now. We really want South Australians to get on board and experience it for themselves.

“We’re confident that when people get on, they stay. Plus, if they jump on, they don’t just get the AFL because this week is special: We’ve got the Saudi Formula One and The Masters”, he said.

Ogrin said Kayo’s broadcast innovation has played a key role in growth, highlighting tailored commentary and new-look graphics.

“We’ve designed the commentary around different themes for each night, so it’s not just one-size-fits-all,” he said.

Ogrin revealed the services has uncovered a new kind of audience: the midday to midnight viewers.

“What we are seeing is, firstly, with all those sign-ups and the growth, you’re getting a bigger audience exponentially every month, So that’s the first bit, but what we’re seeing is the midday to midnight viewers. It’s a festival, and people just like to have, you know, the good old days, instead of the TV on all day, leaked to the TV, but the TV is on all day,” he explained.

That commitment to quality storytelling across the day has also paid off on the advertising front. “From an advertiser’s point of view, it’s fantastic,” Ogrin said.

“But if you think of Fox Sports Australia and Fox Sports America, they are also considered some of the best sports storytellers in the world. That’s why it’s so important to bring the Fox Sports production element into the full Saturday festival,” he said.

Kayo version 2: The vision beyond streaming

Beyond the immediate excitement of Gather Round, Kayo is already looking towards its next evolution in partnership with DAZN, after the company’s recent acquisition of Foxtel in a landmark deal with News Corp.

“We’re really going through our next evolution,” he said. “We’ve been in the labs designing Kayo version two, and with DAZN, there’s a lot of stuff coming that will broaden the product far beyond streaming.”

Though Ogrin kept details close to his chest, he hinted at a larger play that goes beyond sport as content.

“It’s going to be about a whole way of life, whether it’s televised sport or your kids going to Saturday soccer,” he said. “The vision is to create an ecosystem where Kayo becomes the true home of sport, not just for streaming, but for everything around it.”

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ARN launches creative solutions team

By Alisha Buaya

Michael Stephenson: ‘Creativity is at the heart of advertising, and massive integrated ideas delivered across multiple platforms at scale make brands famous.’

ARN has launched Integrate by ARN, a new initiative designed to create ideas for brands using its leading Total Audio assets.

The creative solutions team is responsible for creating integrated ideas for brands and developing long-term strategic partnerships to make brands famous. The team, made up of strategic, creative, content, and experience experts, will leverage ARN’s Audiosphere to craft premium, integrated brand experiences.

The Audiosphere provides a framework for ideas to be amplified across a range of audio, digital audio and podcast platforms, social amplification, talent and ambassador engagement, branded experiences, events, and in-real-life activations.

Integrate by ARN will be responsible for creating integrated responses to client briefs, working alongside ARN’s content teams to amplify audience and content-led initiatives by finding new and innovative ways to tell stories for brands in and around our premium content and station tactics.

The creative solutions team will also work closely with the iHeart global team to unlock integrated digital opportunities across the iHeart platform. With over 900,000 podcasts, 24/7 live streaming, local news, sport, weather, entertainment, unique integrated Ad. Products, and over three million signed-in users, iHeart represents a massive opportunity for brands.

It will be structured under four centres of excellence: strategy and creative solutions, content partnerships, client experience and creative studio.

The Strategy and Creative Solutions team will be responsible for creating massive ideas based on deep consumer insights. Content Partnerships will be aligned with ARN’s major content brands, including KIIS, Kyle & Jackie O, Will & Woody, Gold, The Christian O’Connell Show, Jonesy and Amanda, and iHeart; the Client Experience team will serve as a single point of contact to implement ideas; and the Creative Studio will be responsible for developing all audio, video, and digital creative assets.

Michael Stephenson, chief operating officer of ARN, said: “Creativity is at the heart of advertising, and massive integrated ideas delivered across multiple platforms at scale make brands famous. Integrate by ARN will sit right at the heart of the ARN commercial structure and will be the glue that brings our unique assets together. This is going to be massive.”

After an extensive search, a leader for Integrate by ARN with global experience will be announced soon.

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Coca-Cola brings back Share a Coke campaign

By Alisha Buaya

Kate Miller: ‘Share a Coke is back, and we couldn’t be more excited about it!’

Coca-Cola is bringing back its ‘Share a Coke’ campaign that will see personalised bottles and return to the Australian market for a new generation of consumers to enjoy with a renewed focus on celebrating friendship groups.

Share a Coke first launched in Australia in 2011, replacing the iconic Coca-Cola logo with personalised names and returned in 2019 and 2020.

Now in 2025, Share a Coke is back once again and Aussies will be able to shop their own names from those available in-store, with Coca-Cola offering ways for consumers to get their own personalised can or bottle, ensuring everyone can get involved and share the magic.

With almost 200 names and nicknames to choose from across Coca-Cola Classic, Diet Coke and Coke Zero Sugar, people are sure to find the perfect match.  From popular Aussie names including ‘Charlotte’, ‘Emily’, ‘Priya’, ‘William’, ‘Thomas’ and ‘Matteo’, to group nicknames like “Squad’ ‘Bae’, ‘Maaate’ and ‘Fam’ there’s something for everyone.

Power of personalisation

“Share a Coke is back, and we couldn’t be more excited about it!” Kate Miller, senior marketing director at Coca-Cola Australia, said.

“The iconic campaign started right here in Australia 14 years ago, and in 2025 will appear in more than 120 countries around the world. Nothing beats the feeling of seeing your name, or your best mates name on a Coca-Cola can or bottle. Head in store today and Share a Coke with the people who matter most.”

As part of the campaign, Coca-Cola will be activating through the ‘Share a Coke’ personalisation pop up stations at almost 100 retail locations across Australia, starting from 21^st April 2025. These sites will allow consumers to personalise Coca-Cola products on-site.

The ‘Share a Coke’ campaign will run across a variety of media channels in Australia, including digital media, billboards, social media, activations, and a series of influencer partnerships.

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Omnicom Media Group Australia OMG X OMD - Marelle Salib, Jane Combes, Simon Flaxman and Alex Pacey

Omnicom Media Group names chief media partnerships officer

By Alisha Buaya

Kristian Kroon: ‘The promotions of Marelle, Alex, Simon and Jane demonstrate our unwavering focus on fostering talent from within and empowering our leaders.’

Omnicom Media Group Australia has promoted Marelle Salib to chief media partnerships officer, replacing Kristiaan Kroon following his promotion to chief operating officer.

In this role, she will oversee media partnerships and trading and accountability for the Group. During her 14 years with the media agency, Salib forged strong media partnerships that have consistently driven remarkable results for its clients.

OMD Australia has also promoted Jane Combes to chief media partnerships officer for the agency, replacing Salib. Combes will join OMD’s Executive Leadership team and lead the media partnerships strategy for OMD and the agency’s clients.

Salib’s promotion to chief media partnerships officer will also see her appointment to OMG’s Australian Executive Committee, alongside Simon Flaxman, chief commercial officer, and Alex Pacey, chief product officer.

These appointments underscore OMG’s ongoing commitment to enhancing capabilities that provide advantage for their people and clients now and into the future.

Flaxman will broaden his responsibilities as chief commercial officer to include content, research and data, further strengthening OMG’s commercial operations. He has been instrumental behind the success of OMG Connect and OMnet, driving commercial innovation and performance.

Pacey, who transitioned from PHD to OMG three years ago, has played a critical role in leading the Group’s capabilities as chief product officer. His depth of experience and focus on leveraging Omnicom’s market-leading proprietary Omni platform, whilst developing complementary products that cater for the nuances of the Australian market, fuels OMG’s competitive edge and growth for clients.

Kroon said: “The promotions of Marelle, Alex, Simon and Jane demonstrate our unwavering focus on fostering talent from within and empowering our leaders to drive innovation and excellence for our people and clients. We are fortunate to have an impressive bench strength of talent in Australia, and these proven leaders, with their diverse skillsets, set us up for an exciting and transformative future.”

Top image: Marelle Salib, Jane Combes, Simon Flaxman and Alex Pacey

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Richard Hunwick joins ARN Media as Director of Sales – Total Audio

By Natasha Lee

‘ARN has a bold vision for the future, and I look forward to being part of it’.

Australian Radio Network (ARN) has appointed Richard Hunwick as its new director of sales – total audio. Starting 14 April, Hunwick will take charge of ARN’s national sales team, overseeing revenue across metro, regional and digital audio platforms.

Hunwick’s tenure at ARN begins following a strong career in sales.

He spent over a decade as director of sales – total television at Nine Entertainment Co., where he led the company to record-breaking revenue and five consecutive wins as sales team of the year.

Most recently, he served as chief commercial officer at Adgile, where he championed the performance impact of traditional media through advanced attribution tools.

“Richard’s reputation speaks for itself. His results speak for themselves,” said ARN’s chief operating officer Michael Stephenson.

“His deep understanding of the emerging media landscape and cross-platform advertising, combined with his deep client relationships and his proven ability to build high-performance teams, makes him the perfect addition to our team. We now have the number one sales director in the country, and I can’t wait to work with him again,” Stephenson said.

Richard Hunwick

Total audio, total ambition

In his new role, Hunwick will be tasked with driving growth across ARN’s total audio ecosystem, spanning broadcast radio, live streaming, and on-demand content.

His remit will include building out new revenue opportunities as the audio category continues its evolution as a high-engagement, brand-safe environment for advertisers.

“The media landscape is changing rapidly, and ARN is perfectly positioned to take advantage of emerging markets and opportunities,”” Hunwick said.

“The opportunity to work with Michael again and to join the ARN commercial team to drive innovation and create massive ideas for brands across our leading total audio platforms is incredibly exciting. ARN has a bold vision for the future, and I look forward to being part of it,” he said.

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Why you should enter Next of the Best Awards, 2025

By Frances Sheen

‘These aren’t age-based awards, they’re based on impact.’

In an industry built on momentum, talent, and bold thinking, recognising the people driving the work forward isn’t a luxury, it’s a necessity.

Mediaweek‘s Next of the Best Awards were born from a simple idea: to shine a light on the rising stars and trailblazers shaping the future of Australia’s media, marketing, and advertising industries.

These aren’t age-based awards, they’re based on impact. Next of the Best recognises those who’ve been in the industry or in their current role for 15 years or less, regardless of how old they are or where they started.

Next of The Best

Next of The Best Awards 2024 winners

Some entered straight out of uni, while others have pivoted into media from completely different careers. The 15-year mark gives us a clear, equitable lens to spotlight emerging and mid-career talent that’s already making serious waves.

It’s really about who’s made a difference to their client’s results? Who’s questioning the brief, and answering it better? Who’s building what’s next before the rest of us see it coming? Who’s putting in the work, seeing the results and deserves to be celebrated?

In a year defined by tightening budgets, transformative tech, and major structural shifts across the media landscape, celebrating talent and backing those taking creative and strategic risks, is more important than ever.

Next of the Best isn’t just an awards night (although this year it’s at the very impressive W Sydney on 13 June 2025). It’s a temperature check on the ambition of this industry and redefining what success looks like, right now. You can enter yourself, enter a colleague or enter someone you think deserves it.

It’s free to enter and you can find all the information you need here.

We want to reflect the depth and diversity of the people powering the media economy and Next of the Best is your annual reminder that the future of the industry isn’t on the horizon, it’s already in the room.

And this is just the beginning.

See who won in 2023 and in 2024

NRMA Insurance x Campfire x - The Knowledge Keepers 2

NRMA partners with Campfire x for land management and extreme weather preparedness documentary

By Alisha Buaya

The 30-minute documentary will air on NITV at 6:00 pm AEST on Monday 14 April and be available to stream free on SBS On Demand.

NRMA Insurance has partnered with Indigenous-owned creative consultancy Campfire x to produce The Knowledge Keepers, a powerful documentary spotlighting First Nations knowledge about land management and extreme weather preparedness.

The documentary is part of NRMA Insurance’s support of Beyond 3%, which commits 3% of its broadcast media budgeti to First Nations media, an initiative identified and facilitated through its media partner, Initiative Media.

The 30-minute documentary will air on NITV at 6:00 pm AEST on Monday 14 April and be available to stream free on SBS On Demand.

The Knowledge Keepers follows First Nations land practitioners as they answer questions from the next generation on how to care for Country, drawing on 65,000 years of wisdom around fire, flood and heat management.

The film follows Euahlayi man, Monash Researcher and lead of the National Indigenous Disaster Resilience program, Bhiame Williamson, along with Indigenous land experts from across Australia, who gave Campfire x permission to share their knowledge.

Williamson answers questions from children, and highlights the importance of listening to Country, and how bringing Indigenous practices to the forefront of mainstream land management can help Australia be better prepared for extreme weather.

The film explores techniques such as cultural burning to help prevent bushfires, the use of native flora and fauna in urban areas to reduce heat and improve community health, and regenerating wetlands to reduce flood risks.

The Knowledge Keepers 2

The 30-minute documentary will air on NITV at 6:00 pm AEST on Monday 14 April and be available to stream free on SBS On Demand.

“It was an honour to work with Campfire x to showcase First Nations environmental cultural practices and expertise through rich content, because knowledge is most powerful when it is shared,” Michelle Klein, NRMA Insurance chief customer and marketing officer, said.

“We are proud to continue to invest in First Nations media companies and Indigenous storytelling as part of our support of the Beyond 3% initiative.”

Aboriginal and Torres Strait Islander peoples represent 3.8% of the Australian population, however, the media that exists to serve these communities are not often considered as part of advertising campaign planning. In 2021, NITV launched The Beyond 3% Initiative which seeks to engage media agencies and brands to begin to address this gap by committing to increasing investment in Indigenous media platforms to at least a 3% target.

Peter Kirk, Campfire x director, said of producing the documentary: “This was one of the most rewarding projects Campfire x has been involved with. The intersection of storytelling between a large company and First Nations land managers was something that happens rarely and so openly.

“It was a pleasure to see NRMA Insurance have faith in Campfire x to capture content through First Nations cultural practices. It’s a credit to NRMA Insurance and demonstrates their commitment to First Nations causes and their trust in the process. I would ask that all companies engaging First Nations creatives have complete trust in their ability to create great work.”

NITV is proudly one of many media services across Australia providing a voice for Aboriginal and Torres Strait Islander peoples, and a place for their stories to be shared, explored and celebrated.

The Knowledge Keeper’s Documentary Credits

NRMA Insurance
Brand Executive Producer – Raelene Metlitzky
Brand Sponsor – Esther Horsley
Media Specialist – Joshua Harrison
Content Marketing Specialist – Maria Kaladze
Content Producer – Luke Mortimer

Heckler
Post-production editor – Daniel Page

Campfire x
Director – Peter Kirk
Producer – Brad Cooke
Director of Photography – Brendan Blacklock
Sound Operator – Luke Agius
Steadicam Operator – Justin Rule
Production Manager – Serena Rettenmaier

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72andSunny appointed to Big W’s creative account

By Alisha Buaya

Ross Berthinussen: ‘From the outset we loved the ambition and energy of the Big W team and the opportunity to turn this beloved retailer into a modern, next generation brand.’

Big W has appointed 72andSunny as its new creative partner.

The agency’s will oversee the department store’s brand and creative strategy as well as developing integrated retail and brand campaigns that extend through earned, social media and the brand experience.

“72andSunny’s belief in optimism and their strong customer insights coupled with innovative creative thinking across paid, owned and earned channels made them the perfect partner for our business,” Vanessa Rowed, marketing director of Big W, said.

“We look forward to working closely with the 72andSunny team as we celebrate Big W as the everyday family champion.”

Ross Berthinussen, president ANZ of 72andSunny, added: “From the outset we loved the ambition and energy of the Big W team and the opportunity to turn this beloved retailer into a modern, next generation brand. We’re looking forward to putting optimism into action to transform the Big W brand from the shop floor through to ecommerce, advertising and culture.”

Wesley Hawes, CCO, 72andSunny, said: “We are so proud and delighted to be working with another iconic Australian brand, alongside existing partners like the AFL, Google and realestate.com.au, and with the ambitious and like-minded individuals on the Big W team.

“Creativity doesn’t start on set. It’s fostered in relationships, shared values, and an almost obsessive desire to understand the audience. We can’t wait to get started and to unlock the potential of the Big W brand.”

The appointment to Big W adds to other recent new business wins for 72andSunny, including the AFL, Deputy and Cadillac.

Earlier this week, 72andSunny expanded its creative team with the appointments of Hayley Noble, Madi Chan, and creative director, V. Wassim Kanaan.

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Uncomfortable Growth® Uncut. Season 2: Episode 8 – The Power of Uncomfortable Growth with Dan Gregory

By Rowena Millward

‘I valued intellectual health significantly more than physical health.’

In our latest episode of Uncomfortable Growth® Uncut, Dan Gregory (a man known for his sharp wit and deep wisdom) opens up about what it was like to face a life-threatening health crisis, lose 65 kg, and then navigate the subsequent identity crisis.

Despite being a professional heavyweight in behavioural science, Dan found out the hard way that losing weight is not just about weight loss.

He discusses the challenges of changing not only your lifestyle but the way you think about yourself.

Uncomfortable Growth® Uncut. Season 2: Episode 8 – The Power of Uncomfortable Growth with Dan Gregory

From confronting genetic predispositions, to death, to reevaluating his relationship with his body, Dan’s narrative is a compelling look at the intersection of mind, body and spirit.

This interview offers a raw, intelligent perspective on what it means to know something in your head, but not in your heart, and how to hold on to humor in the midst of deep, unexpected struggle.

If you’ve ever felt stuck in a version of yourself that no longer fits, this episode is for you.

Listen Here

Learn more about Uncomfortable Growth® & Rowena here.

The world doesn’t need more stories of success; it needs honest conversations about hard challenges, vulnerability, and proof that trials can ultimately become triumphs.

That’s why the Uncomfortable Growth® Uncut podcast was born. It’s a reminder that struggle and success are intrinsically linked, that growth is rarely easy, and that the moments we feel most uncomfortable are where our greatest breakthroughs lie.

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Home Beautiful celebrates 100 years

By Emma Shepherd

‘The centenary campaign is more than a celebration – it’s a powerful and meaningful way for brands to connect with audiences who are passionate about their homes and ready to take action.’

Are Media has launched a centenary campaign for Home Beautiful, marking 100 years of the brand shaping the way Australians design, decorate and dream about their homes.

The Home Beautiful 100 campaign, unveiled today, celebrates the heritage and continued influence of Australia’s longest-running interiors brand. Since its first issue in October 1925, Home Beautiful has grown into a true omnichannel powerhouse, now reaching over 2.3 million Australians each month across print, digital, social and events.

At the heart of the centenary push is a bold, multi-platform campaign that aims to both honour the past and connect with a new generation of style-conscious Australians. The initiative spans experiential activations, premium content, social video, and shoppable editorial – all underpinned by strong brand integration opportunities for commercial partners.

“Home Beautiful has been part of Australians’ homes and lives for 100 years and continues to lead the conversation about what makes a house a home,” said editor Elle Lovelock.

“The centenary campaign is more than a celebration – it’s a powerful and meaningful way for brands to connect with audiences who are passionate about their homes and ready to take action.”

What’s in the Home Beautiful 100 campaign

• Experiential and events: The brand will take centre stage as the naming rights partner for the Sydney Home Beautiful Home Show (10–12 October), expected to draw more than 21,000 home enthusiasts. Editor Elle Lovelock will host a live panel, and the event will feature the draw of one of two $100,000 renovation giveaways.

• Content series: “100 Beautiful Rooms” will run across three print issues from September to November, supported by digital and social amplification. The series will spotlight historic homes, design icons, and future trends, with commentary from celebrity designer Jamie Durie.

• Social-first editorial: A short-form video series titled Australian Tastemakers will explore what makes a home beautiful through the lens of former editors, architects, and interior designers. The format is designed with branded integration in mind.

• Commerce and shoppable content: Under the theme Design Now, Love Forever, the brand will roll out interactive shopping features and editorial-led retail opportunities.

Are Media’s director of content, Sally Eagle, said, “Home Beautiful is an iconic Australian brand, built for today’s consumer with more than 2.3 million touchpoints a month across all platforms. This milestone highlights not just the brand’s legacy, but the influence and passion of its audience in Australian home design.”

The campaign will culminate with the October Centenary Special Issue, on sale in September 2025, featuring 100 of the most beautiful rooms from Home Beautiful’s storied history and bespoke brand integrations for commercial partners.

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Beyond the scroll: The influence of influencer marketing

By Bryce Coombe

‘Stories that dissect influencer fraud, questionable wellness trends, and the realities of teenage life online, are a powerful mirror.’

By Bryce Coombe, managing director, Hypetap

The recent surge in popularity of documentaries like ‘The Search for Instagram’s Worst Con Artist’, ‘Apple Cider Vinegar’, and ‘Adolescence’ aren’t just a testament to our interest in good drama or compelling documentaries. Stories that dissect influencer fraud, questionable wellness trends, and the realities of teenage life online are a powerful mirror reflecting the evolving – and often complex – relationship between consumers, influencers, and the brands that seek their endorsement. They highlight the profound impact influencer content wields and the double-edged sword capable of both extraordinary positive influence but also significant damage.

For Australian marketers, understanding this dynamic is no longer optional; it is key to navigating our modern marketing landscape responsibly and effectively.

The core societal and marketing problem these documentaries illuminate is the impact of inauthentic influencer content and the subsequent erosion of trust. The ‘Instagram’s Worst Con Artist’ and ‘Apple Cider Vinegar’ story laid bare the ease with which fabricated personas and fraudulent claims can amass significant influence and lead to potential harm for followers when misinformation proliferates under the guise of authentic endorsement.

Hypetap - Bryce Coombe

Bryce Coombe

These shows and documentaries highlight the immense impact that social media and influencers can have as a channel. But concerns about the media’s ability to impact and persuade an audience isn’t new. MTV’s Jackass was seen to promote physical harm, South Park promoted bad language and blasphemy, and video games have consistently been seen as triggers for violent behaviours for decades. Even Elvis was considered blasphemous and a concern for parents!

What is new is the micro media-ecosystems within which this content now exists and a feeling that these channels are not regulated or lack oversight. As highlighted in Netflix’s ‘Adolescence’ the potential impacts of echo-chamber media eco-systems where fringe attitudes and beliefs can feel acceptable or more mainstream than what they really are, can lead to the growth of dangerous attitudes and beliefs such as those seen in the manosphere.

This ultimately has a tangible impact on consumer perception toward social media and influencer as a channel. The challenge for brands is that audiences are engaged in social media as their primary media source more than any other channel. This means brands, influencers and influencer agencies have a bigger role than ever in ensuring audiences remain connected, and that faith and trust in the influencer and the brand remain paramount. When a brand aligns itself with an influencer who is later exposed for inauthenticity or harmful practices, the reputational fallout can be significant and long-lasting. This creates a challenging environment for marketers who rely on influencer marketing to build trust and drive engagement.

Kaitlyn Dever stars as Belle Gibson in the Netflix limited series 'Apple Cider Vinegar'.

Kaitlyn Dever as Belle Gibson in the Netflix limited series ‘Apple Cider Vinegar’.

It means that social media – the very tool designed to foster connection – risks becoming a source of myopic media and lacks authenticity if not wielded with integrity.

The solution lies in a fundamental shift towards prioritising authenticity, transparency, and genuine connection in influencer marketing strategies.

Brands must move beyond simply chasing follower counts and instead focus on identifying influencers whose values genuinely align with their own and whose audience engagement is built on trust and authentic interaction. This requires a more rigorous due diligence process, going beyond surface-level metrics to understand an influencer’s performance, the nature of their content, and the sentiment of their community.

Beyond individual influencer selection, brands should invest in building long-term, meaningful partnerships. This allows for a deeper understanding of the influencer’s audience and the development of more integrated and authentic campaigns. By collaborating closely, brands can ensure the messaging aligns with the influencer’s existing content and resonates authentically with their followers. This collaborative approach also allows for greater control over the narrative and helps mitigate the risk of misalignment or misrepresentation.

The benefit of embracing this more responsible and authentic approach to influencer marketing is two-fold.

Netflix - Adolesence

Stephen Graham, Owen Cooper, and Mark Stanley in Netflix’s Adolescence

Firstly, it builds and strengthens consumer trust. By aligning with credible and transparent influencers, brands can cut through the noise and establish genuine connections with their target audience. This fosters loyalty and advocacy, leading to more meaningful and sustainable engagement.

Secondly, it protects and enhances brand reputation. In an era of instant scrutiny and public accountability, avoiding the pitfalls highlighted by these documentaries is crucial for long-term success. By prioritising ethical partnerships and authentic messaging, brands can safeguard themselves from the reputational damage associated with inauthentic or harmful influencer activity.

Ultimately, documentaries like ‘The Search for Instagram’s Worst Con Artist’ and others serve as a potent reminder that influence is a powerful force, carrying with it significant responsibility.

For Australian marketers, the lesson is clear: the era of superficial influencer partnerships and unchecked endorsements is over. The future of successful influencer marketing lies in embracing authenticity, transparency, and genuine connection. By doing so, brands can not only navigate the evolving digital landscape but also harness the true power of influence to drive positive change and build lasting relationships with their consumers.

Top image: Bryce Coombe

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All the winners from the 2025 Rolling Stone Australia awards

By Natasha Lee

Nic Kelly: ‘What a night for the music industry!’

The 2025 American Apparel Rolling Stone Australia Awards lit up Sydney’s Ivy on Wednesday night with a celebration of music, creativity and cultural impact, spotlighting the artists who’ve defined the last 12 months both locally and abroad.

From punk-rock heavyweights Amyl and the Sniffers to global dance trailblazer Dom Dolla, the night honoured a diverse mix of genre-defying acts making waves across the charts and on stage.

Legends, newcomers, and live stars take centre stage

Amyl and the Sniffers emerged as one of the evening’s biggest winners, taking home Best LP/EP for Cartoon Darkness, which also topped Rolling Stone AU/NZ’s list of Best Australian Albums of 2024.

The band also claimed Best Live Act, cementing their reputation as one of the most electric performances on the local scene.

In a recorded video, Amy Taylor from Amyl & The Sniffers said: “Rolling Stone, we’re super happy to hear we’ve won Best Live Act at your awards! But we’re also pretty pissed that we can’t be there because we’re on tour in America.”

Meanwhile, First Nations collective 3% were named Best New Artist, following a breakout year that included their debut album Kill the Dead, ARIA wins for Best Hip-Hop/Rap Release and Best Cover Art, and a rare five-star review from Rolling Stone AU/NZ.

Thelma Plum won Best Single for her deeply personal track Freckles, while the Rolling Stone Global Award, judged by the brand’s international editorial team, went to Dom Dolla. His massive year included a record-breaking local run, a debut Ibiza residency, and two sold-out Madison Square Garden shows.

Dom Dolla said: “I’m absolutely shattered I can’t be there tonight to accept the Global Award, but very fitting considering the title of the award that I’m touring in America. Thank you so much for considering me and for the award!”

The Readers’ Choice Award was handed to Keli Holiday, the solo project of Adam Hyde, voted in by fans from a highly competitive shortlist that included the likes of Delta Goodrem, SPEED, G Flip and The Rions.

Capping the evening was a standing ovation for Aussie rock legends ICEHOUSE, who received the Rolling Stone Icon Award, joining past recipients Tina Arena and Crowded House.

In accepting the award, Iva Davies from ICEHOUSE, said: “Thank you very much indeed, an amazing thanks to Rolling Stone, incredibly unexpected, I have to say. I’ll name one person here tonight, the co-founder of Flowers and Icehouse bass player, Keith Walsh. Also, all the former members of the crew, and a special shout out to the man who put this all together, our production manager who has been working with us since 1986 – Mr Larry Ponting. Thanks for having us here.”

Their performance was one of the night’s most powerful moments, alongside sets from Becca Hatch and 3%.

Amplifying emerging sounds and established icons

Backed by headline partner American Apparel, and with support from Shure and JMC Academy, the Rolling Stone Australia Awards offered more than just red carpet glamour, they’ve become a showcase, not just of musical excellence but of brand alignment with youth, culture, and influence.

Editor-in-chief at Rolling Stone Australia, Neil Griffiths, said: “Tonight was a fantastic celebration of Australian music and the remarkable artists this country produces. All our nominees have been doing their bit to showcase the strength of Australian music on a global stage, and this was our opportunity to give something back,” he said.

“Watching ICEHOUSE be crowned a Rolling Stone Icon was a special moment, well-deserved recognition for one of the best and most consistent rock bands Australia has ever seen. Equally exciting was seeing rising star Becca Hatch absolutely own the stage, proving the future of Australian music is in safe hands. I’d like to extend a massive congratulations to all of our winners!”

Host Nic Kelly added: “What a night for the music industry! The emerging and established artists who picked up awards and performed this evening are a vital part of keeping Australian culture vibrant, and they will continue to drive our community and industry forward”.

The awards come as Rolling Stone AU/NZ continues to grow its footprint.

According to the latest Roy Morgan figures, the brand reached an average print readership of 232,000 in 2024, outpacing titles like Harper’s Bazaar, New Scientist, and Money Magazine.

Parent company Vinyl Media (also the owner of Mediaweek) now drives more than 160 million monthly page views and connects with 10 million unique Australian users.

2025 American Apparel Rolling Stone Australia Awards Winners

Rolling Stone Icon Award
WINNER: ICEHOUSE

Best Single
WINNER: Thelma Plum – Freckles
Amyl and the Sniffers – U Should Not Be Doing That
Empire of the Sun – Changes
Dom Dolla – girl$
CYRIL – Stumblin’ In
Baker Boy – KING

Best New Artist
WINNER: 3%
CYRIL
Becca Hatch
Mia Wray
Gut Health
9lives

Best LP/EP
WINNER: Amyl and the Sniffers – Cartoon Darkness
RÜFÜS DU SOL – Inhale/Exhale
Lime Cordiale – Enough of the Sweet Talk
Missy Higgins – The Second Act
Amy Shark – Sunday Sadness
Nick Cave and the Bad Seeds – Wild God

Best Live Act
WINNER: Amyl and the Sniffers
Confidence Man
Tones and I
Dom Dolla
Parkway Drive
Teen Jesus and the Jean Teasers

Readers’ Choice
WINNER: Keli Holiday
Radio Free Alice
Thelma Plum
SPEED
Pond
Gut Health
G Flip
The Rions
Delta Goodrem
Crowded House

Rolling Stone Global Award
WINNER: Dom Dolla
Kylie Minogue
Amyl and the Sniffers
Confidence Man
Nick Cave and the Bad Seeds
Empire of the Sun

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Poem names new creative director and unveils restructured senior leadership team

By Alisha Buaya

Rob Lowe: ‘We’re at an inflection point in Poem’s trajectory and I’m very proud and excited to have such a strong, dynamic and passionate team to take us to the next stage.’

Poem has appointed Tom Manning creative director to lead its creative outputs, replacing Jessica Cluff, who finished in the role last week.

Manning, formerly national creative director at Havas Red, returns to the independent creative communications agency after a year spent freelancing for a variety of PR and advertising agencies, and brings with him a strong grasp of both the earned and advertising sides of creative. Following a handover period, Cluff will be taking some time off before announcing her next move.

In tandem with the appointment, Katie Raleigh, will be taking on the role of managing director to lead the agency through its next stage of growth and co-founder, Rob Lowe, will refocus as CEO on the agency evolution and industry lead.

Lowe said: “Jess has helped Poem to do some of its best ever work over the past two years. It’s allowed us to evolve our agency model, skillsets and outputs and created opportunities with clients to show how and why earning attention first can be so effective for brands in today’s culture and digital media landscape. She’ll be hugely missed and goes with our greatest respect and thanks.

“We’re at an inflection point in Poem’s trajectory and I’m very proud and excited to have such a strong, dynamic and passionate team to take us to the next stage. I have every faith in Katie’s leadership and Tom’s belief in attention-seeking creative, to maximise the opportunity and further our vision to be the most effective earned-first creative comms agency.”

Raleigh said: “From the moment we met, it was clear that Tom possesses not only exceptional talent but also a genuine passion for earned creative thinking. I am excited about the innovative energy he brings to Poem as we build on the incredible foundation Jess has laid.

“Jess has been a remarkable leader, and her contributions have set the stage for our future success. While she leaves behind big shoes to fill, I have every confidence that Tom’s fresh perspective and collaborative spirit will elevate us even further. Together, we’re poised to redefine what’s possible in the realm of creative communications.”

Manning said of his appointment: “Poem has an incredible radar for the type of ideas that can shape and shift culture—not just piggy-back on it. I was immediately impressed by the team, the culture, the clients, and the leadership vision. All the ingredients are there to be Australia’s best earned agency. I can’t wait to hit the ground running.”

Top image: Tom Manning

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Tony Armstrong and Courtney Act join forces as SBS’s new Eurovision commentators

By Tom Gosby

SBS has announced Tony Armstrong and Courtney Act as the new commentary team for the 2025 Eurovision Song Contest.

SBS has officially unveiled its new Eurovision Song Contest commentary duo for 2025: Logie-winning presenter Tony Armstrong and entertainer Courtney Act. The pair will bring their charisma, humour and fresh perspective to Australia’s broadcast of the iconic event, which returns in May from Basel, Switzerland.

The appointment marks the first time Armstrong and Act will co-host Eurovision commentary, taking over from long-time commentators Myf Warhurst and Joel Creasey, who helmed the role from 2017 to 2024. Their coverage will air live on SBS and SBS On Demand from Wednesday 14 May to Sunday 18 May at 5:00am AEST, with additional Access All Areas programming each night from Friday 16 May at 7:30pm AEST.

Armstrong, a proud Gamilaroi man and much-loved television personality, steps into the role after a breakout run across news, sport, and entertainment programs, including a Gold Logie nomination in 2024. Additionally, Courtney Act returns to the Eurovision stage following a successful stint as SBS’s backstage Eurovision correspondent in 2024. With her international experience on reality TV and deep connection to performance and pop culture, Act brings seasoned insight and glamour to the booth.

Courtney Act & Tony Armstrong.

“Eurovision holds such a special place in so many hearts around the world,” said Armstrong. “I look forward to being a part of the spectacle along with Courtney.”

“I’ll be offering my commentary expertise on every costume reveal, key change, wind machine and pyro moment I know Switzerland will deliver,” added Act. “Tony’s already taught me a thing or two about team sport energy, and I’ll be returning the favour with a crash course in camp!”’

The pair will also cheer on Australia’s 2025 Eurovision act, Go-Jo, whose track Milkshake Man will represent the country on the global stage.

Celebrating 50 years of broadcasting and 10 years of Eurovision participation, SBS is promising its boldest coverage yet.

“Tony Armstrong and Courtney Act are the perfect pair to host Eurovision,” said SBS Head of Entertainment Emily Griggs. “Courtney brings a wealth of knowledge about music and performance, while Tony’s curiosity and enthusiasm make him a natural for the job. Together, they’ll create an amazing energy, blending expertise with excitement to make Eurovision an unforgettable experience for fans everywhere.”

The 69th Eurovision Song Contest will be held from Tuesday 13 May to Saturday 17 May 2025, with SBS’s exclusive broadcast live and in prime time from Wednesday 14 May – Sunday 18 May on SBS and SBS On Demand.

Club UnLtd spins into Sydney with new DJ battle for adland’s finest

By Natasha Lee

Backed by headline sponsors Yahoo and Snapchat, the event promises more than just beats.

UnLtd, the social purpose organisation known for blending impact with industry fun, is launching a new nightlife concept aimed squarely at the advertising and media crowd.

Club UnLtd will debut as a one-night-only DJ competition and club night at Sydney’s Oxford Art Factory on 22 May, giving adland’s amateur DJs a chance to shine behind the decks, all while raising funds for at-risk youth.

Mixing purpose with party

Backed by headline sponsors Yahoo and Snapchat, the event promises more than just beats.

With sponsor activations, happy hours, and a surprise headline act set to close the night, Club UnLtd is shaping up as a high-energy fusion of industry talent, music culture and social impact.

DJ hopefuls have until 1 May to submit their live mixes, with a panel of professional DJs and music insiders selecting six finalists to perform live in front of a packed house.

“Our industry loves competition, connection and a great night out, so we thought, why not mix it all together?” said Katie McArthur, head of events at UnLtd.

“Club UnLtd is a fresh way for music lovers in adland to showcase their skills and maybe even take their DJ career to the next level whilst raising funds and awareness for UnLtd’s work for youth at risk,” she said.

Soundtrack to social good

For brands, the event represents a rare opportunity to align with a high-impact cause while engaging creatively with the ad and media community.

Yahoo’s managing director AUSEA, John McNerney, said the connection between music and positive change was clear.

“It’s great to see the industry rally behind something that brings us together and makes a real impact. At Yahoo, we’ve seen firsthand the positive impact music has through our partnership with Musicians Making a Difference (MMAD). Club UnLtd is a fantastic opportunity to bring our media community together, to let people showcase their best musical talent while supporting a great cause,” McNerney said.

Tickets are on sale now via Humanitix.

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TV Ratings Tuesday 8 April 2025: Seven News Leads in Total Viewers, Nine Win 25-54

By Tom Gosby

Seven News tops total TV reach, while Nine’s 9News wins the key 25-54 demographic. A Current Affair and Tipping Point also draw strong numbers.

Total People TV Ratings

Seven’s Seven News recorded a total TV national reach of 2,159,000, a total TV national audience of 1,372,000 and a BVOD audience of 88,000.

Nine’s 9News recorded a total TV national reach of 2,096,000, a total TV national audience of 1,278,000 and a BVOD audience of 118,000.

Nine’s A Current Affair recorded a total TV national reach of 1,571,000, a total TV national audience of 1,025,000 and a BVOD audience of 90,000.

Nine’s Tipping Point Australia recorded a total TV national reach of 1,458,000, a total TV national audience of 792,000 and a BVOD audience of 67,000.

Seven’s The Chase Australia recorded a total TV national reach of 1,338,000, a total TV national audience of 645,000 and a BVOD audience of 42,000.

Total People 8 April 2025.

People 25-54

Nine’s 9News:
• Total TV national reach: 640,000
• National Audience: 357,000
• BVOD Audience: 61,000

Seven’s Seven News:
• Total TV national reach: 573,000
• National Audience: 346,000
• BVOD Audience: 45,000

Nine’s A Current Affair:
• Total TV national reach: 461,000
• National Audience: 273,000
• BVOD Audience: 47,000

Seven’s Home And Away:
• Total TV national reach: 427,000
• National Audience: 278,000
• BVOD Audience: 70,000

Nine’s Tipping Point Australia:
• Total TV national reach: 384,000
• National Audience: 199,000
• BVOD Audience: 32,000

People 25-54 8 April 2025.

People 16-39

Nine’s 9News:
• Total TV national reach: 262,000
• National Audience: 135,000
• BVOD Audience: 30,000

Seven’s Seven News:
• Total TV national reach: 188,000
• National Audience: 102,000
• BVOD Audience: 23,000

Nine’s A Current Affair:
• Total TV national reach: 186,000
• National Audience: 98,000
• BVOD Audience: 24,000

Seven’s Home And Away:
• Total TV national reach: 180,000
• National Audience: 120,000
• BVOD Audience: 42,000

Nine’s Tipping Point Australia:
• Total TV national reach: 143,000
• National Audience: 71,000
• BVOD Audience: 16,000

People 16-39 8 April 2025.

Grocery Shoppers 18+ TV Ratings

Seven’s Seven News:
• Total TV national reach: 1,724,000
• National Audience: 1,113,000
• BVOD Audience: 70,000

Nine’s 9News:
• Total TV national reach: 1,627,000
• National Audience: 1,007,000
• BVOD Audience: 96,000

Nine’s A Current Affair:
• Total TV national reach: 1,237,000
• National Audience: 817,000
• BVOD Audience: 73,000

Nine’s Tipping Point Australia:
• Total TV national reach: 1,162,000
• National Audience: 630,000
• BVOD Audience: 54,000

Seven’s The Chase Australia:
• Total TV national reach: 1,088,000
• National Audience: 528,000
• BVOD Audience: 34,000

Grocery Shoppers (18+) 8 April 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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Thursday April 10, 2025

Kayo’s evolution: Foxtel’s streaming CEO on DAZN partnership and AFL’s Gather Round

Tailored commentary and a broadcast edge

Kayo version 2: The vision beyond streaming

ARN launches creative solutions team

Coca-Cola brings back Share a Coke campaign

Power of personalisation

Omnicom Media Group names chief media partnerships officer

Richard Hunwick joins ARN Media as Director of Sales – Total Audio

Total audio, total ambition

Why you should enter Next of the Best Awards, 2025

NRMA partners with Campfire x for land management and extreme weather preparedness documentary

72andSunny appointed to Big W’s creative account

Uncomfortable Growth® Uncut. Season 2: Episode 8 – The Power of Uncomfortable Growth with Dan Gregory

Home Beautiful celebrates 100 years

What’s in the Home Beautiful 100 campaign

Beyond the scroll: The influence of influencer marketing

All the winners from the 2025 Rolling Stone Australia awards

Legends, newcomers, and live stars take centre stage

Amplifying emerging sounds and established icons

2025 American Apparel Rolling Stone Australia Awards Winners

Poem names new creative director and unveils restructured senior leadership team

Tony Armstrong and Courtney Act join forces as SBS’s new Eurovision commentators

Club UnLtd spins into Sydney with new DJ battle for adland’s finest

Mixing purpose with party

Soundtrack to social good

TV Ratings Tuesday 8 April 2025: Seven News Leads in Total Viewers, Nine Win 25-54

Total People TV Ratings

People 25-54

People 16-39

Grocery Shoppers 18+ TV Ratings

Election 2025

Past posts resurface as teal candidate’s campaign turns into political punch-on

Sky News draws strong ratings for leaders’ debate

Trump tariffs

Trump’s new tariffs could give Apple and advertisers a margin headache

Trump’s tariff blow hits Shein and Temu, but Aussie retailers may find an upside

Social media

Federal ad spend returns to X despite early brand safety pause

FedeEx-Meta exec’s bombshell claims spark brand and policy questions

Calls to investigate kids’ YouTube and Netflix star ‘Miss Rachel’

Legal

Bondi stabbing photos puts media copyright use under spotlight

Greens targeted in political Facebook ad campaign over security claims

Radio

Nielsen’s three-minute shift boosts radio metrics and ad value

Journalism

Seven still rules in WA, where media power remains a one-network show

Legal

Ex-Seven producer sues network over credit card scandal fallout

Companies

Empact Group named best place to work

Retail

Activist fund Tanarra makes quiet play for Endeavour amid leadership limbo

Retailers back budget’s relief measures but say small business support falls short

Events

Why you should enter Mediaweek’s Next of the Best Awards

All the winners from the 2025 Rolling Stone Australia awards

Streaming

Streaming’s golden age fades as ad dollars and algorithms reshape the screen