Tuesday December 10, 2024
The future of OOH in 2025: Creativity, accountability, and sustainability shape the landscape
As the advertising industry advances into 2025, Out-of-Home (OOH) emerges as a frontrunner for innovation, creativity, and measurable impact. Leaders from JCDecaux, QMS, and oOh!Media share their insights on the transformative forces reshaping the OOH sector. Here’s how this traditional medium is evolving into a sophisticated platform for dynamic storytelling, sustainability, and data-driven outcomes.
5G and connected cities: Unlocking new creative frontiers
The rise of 5G and connected cities is a game-changer for OOH. JCDecaux highlights the potential for hyper-targeted, real-time campaigns driven by advanced data sets. Imagine airport ads tailored to flight schedules or interactive billboards at train stations offering commuters exclusive deals via their smartphones. John Harris, general manager – aales at JCDecaux, notes, “5G will allow brands to create campaigns that feel immediate and personalised, making the experience more valuable for both advertisers and audiences.”
QMS envisions a future where billboards no longer rely on pre-defined playlists but leverage IoT, AI, and real-time data to display the most relevant creative. “This will redefine the way brands engage audiences, turning static screens into dynamic, responsive canvases,” says Christian Zavecz, chief strategy officer at QMS.
‘As OOH assets can access greater bandwidth and connectivity, we expect increasing use of dynamic creative campaigns that are updating in real-time. This includes support for full motion video on select inventory, as well as more advanced programmatic formats that take advantage of connected data sources,’ Christian Zavecz, chief strategy officer, QMS, said.
Programmatic OOH: Growth and integration
Programmatic OOH is transforming how brands interact with audiences. JCDecaux sees 2025 as a year where the convergence of OOH with TV and digital channels will define success. Flexibility, dynamic ad scheduling, and precise targeting are driving adoption, though education remains a key hurdle. “The key is showing advertisers how seamlessly programmatic OOH can integrate into their broader media mix. It’s about combining the strengths of each platform,” says Harris.
Similarly, oOh!Media reports a significant uptick in programmatic trading. Chris Freel, group sales director, attributes this growth to its flexibility and omnichannel potential, noting, “The ability to integrate programmatic OOH with broader campaigns is reshaping the medium’s role in omnichannel strategies.”
‘We’ve seen a significant increase in volume traded programmatically across 2024 and expect that growth to continue in 2025. Many agencies and clients have moved past test and learn and now have pDOOH as part of their business as usual, with formalised strategic approaches developed to address the optimal use of the medium,’ Chris Freel, group sales director, oOh!media, said.
Sustainability takes centre stage
OOH is aligning itself with eco-conscious advertising as brands and media owners embrace sustainability. JCDecaux has made strides with its Scope 3 carbon measurement tool and a 70% reduction in emissions since 2021. Their focus extends beyond the environment to social governance, including $2.5 million in First Nations partnerships. oOh!Media is advancing sustainability with innovations like EcoBanner, a recyclable billboard skin that eliminates landfill waste, and transitioning 14,000 ad panels to renewable energy sources. Freel notes, “Sustainability is not just a goal; it’s a necessity. Innovations like energy-efficient creative are helping clients make a measurable impact.”
Measuring Impact: From attention to ROI
As clients demand greater accountability, the industry is stepping up. MOVE 2.0, launching in 2025, will revolutionise OOH measurement by incorporating visibility and attention metrics. JCDecaux’s Harris highlights the importance of these advancements, stsaying they will go beyond reach to demonstrate real behavioural results. QMS highlights its partnership with Amplified Intelligence to link human attention in OOH advertising to essential brand metrics. This study is set to expand in 2025, providing deeper insights into the relationship between engagement and campaign success.
Shifts in mobility and urbanisation are refining OOH placement strategies. High-traffic hubs like airports and metro stations remain pivotal, but advancements in data analytics are enabling more contextually relevant campaigns. oOh!Media’s Freel anticipates that the Sydney Metro rollout and new tenders in key regions will offer fresh opportunities for advertisers to connect with urban audiences.
‘With access to larger volumes of data we can deliver hyper-targeted messages using richer data sets. For example, airport ads could integrate flight schedules, language preferences, or destination-specific offers,’ John Harris, general manager – sales, JCDecaux, said.
Looking ahead calls for more creativity and responsibility
Creativity will remain central to OOH’s growth in 2025. From 3D executions to art-inspired public space advertising, brands are pushing boundaries to captivate audiences. JCDecaux predicts that as sustainability and accountability become non-negotiable, the convergence of digital and traditional formats will deliver unparalleled reach and impact. OOH’s ability to blend scale, personalisation, and accountability positions it as an indispensable part of modern media strategies. As Tara Coverdale, group director – data & insights at oOh!Media aptly sums up, “With growing audiences, enhanced measurement, and a focus on sustainability, OOH is entering its most exciting phase yet.”
In 2025, OOH aims to no longer be just a medium for mass visibility, but a progressive, measurable, and sustainable platform that connects brands with audiences in meaningful and impactful ways.
Omnicom acquires Interpublic Group: ‘Now is the perfect time’
Omnicom has confirmed its acquisition of The Interpublic Group of Companies, Inc.
On Monday, the board of directors for the holding companies unanimously approved a definitive agreement pursuant to which Omnicom will acquire Interpublic in a stock-for-stock transaction.
The acquisition of Interpublic will make the combined holding companies the industry’s deepest bench of marketing talent, and the broadest and most innovative services and products.
Agencies under Interpublic include Initiative, Kinesso, Magna, McCann, Mediahub, R/GA and UM. These add to Omnicom’s current stable of Hearts & Science, OMD, PHD, BBDO, TBWA and Flywheel.
The new Omnicom will have over 100,000 expert practitioners. The company will deliver end-to-end services across media, precision marketing, CRM, data, digital commerce, advertising, healthcare, public relations and branding.
The executive leadership of the business sees John Wren remain chairman and CEO of Omnicom. Phil Angelastro will remain EVP & CFO of Omnicom. Philippe Krakowsky and Daryl Simm will serve as co-presidents and COOs of Omnicom.
Krakowsky will also be co-chair of the Integration Committee post-merger. Three current members of the Interpublic Board of Directors, including Krakowsky, will be welcomed to the Omnicom board of directors.
John Wren will remain chairman and CEO of Omnicom. Phil Angelastro will remain EVP & CFO of Omnicom. Philippe Krakowsky and Daryl Simm will serve as co-presidents and COOs of Omnicom. Krakowsky will also be co-chair of the Integration Committee post-merger. Three current members of the Interpublic Board of Directors, including Philippe Krakowsky, will be welcomed to the Omnicom board of directors.
“This strategic acquisition creates significant value for both sets of shareholders by combining world-class, highly complementary data and technology platforms enabling new offerings to better serve our clients and drive growth,” said Wren.
“Through this combination, we are poised to accelerate innovation and harness the significant opportunities created by new technologies in this era of exponential change. Now is the perfect time to bring together our technologies, capabilities, talent and geographic footprints to bring clients superior, data-driven outcomes. We are excited to welcome Philippe and the entire Interpublic team to the Omnicom family.”
“This combination represents a tremendous strategic opportunity for our stakeholders, amplifying our investments in platform capabilities and talent as part of a more expansive network,” said Philippe Krakowsky, Interpublic’s CEO.
“Our two companies have highly complementary offerings, geographic presence and cultures. We also share a foundational belief in the power of ideas, enabled by technology and data.
“By joining Omnicom, we are creating a uniquely comprehensive portfolio of services that will make us the most powerful marketing and sales partner in a world that’s changing at speed. We look forward to working with John and the entire Omnicom team,” Krakowsky added.
The agreement will see Interpublic shareholders receive 0.344 Omnicom shares for each share of Interpublic common stock they own. Following the close of the transaction, Omnicom shareholders will own 60.6% of the combined company, and Interpublic shareholders will own 39.4% on a fully diluted basis. The transaction is expected to generate annual cost synergies of $750 million.
The stock-for-stock transaction is expected to be tax-free to both Omnicom and Interpublic shareholders and is expected to close in the second half of 2025, subject to Omnicom and Interpublic shareholder approvals, required regulatory approvals, and other customary conditions.
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Top image: John Wren and Philippe Krawkowsky
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All wrapped up! A look at the 2024 Christmas campaigns that sleighed
Christmas is right around the corner, and for the past several weeks, festive campaigns have been launched with the aim in evoking and inspiring the Aussie holiday spirit.
Mediaweek takes a look at the Christmas campaigns of 2024:
Telstra: Together is for Christmas via Bear Meets Eagle on Fire and +61
Telstra unveiled the next chapter of the brand’s new platform – Wherever we go – in its new Christmas campaign.
The campaign, directed by Steve Rogers, focuses on the real magic of Christmas – spending time with those most important to us. The film tells the story of an accidental singing superstar – Little Donkey – who goes on a whirlwind journey across the world before realising he misses his family at Christmas time.
Brent Smart, Telstra’s chief marketing officer, said: “This is a second chapter for us. Our second big Christmas ad, following on from last years that was a business success and picked up a couple of Effies. And more importantly, the second chapter in our Wherever We Go brand platform, reminding us that no matter where we go in life, Christmas is about getting back to those who matter most.”
ALDI – Go A Little Extra via BMF
The campaign centres on an overexcited couple prepared to go a little too extra in preparation for Christmas lunch. The pair are tasked with simply bringing the turkey and the gravy boat, and go overboard in their pursuit to create the best Christmas spread.
Jenny Melhuish, marketing director, ALDI Australia said: “Every Christmas, even those of us who plan to keep it low key can’t help but splash out on little indulgences, festive flair, and the finishing touches that make Christmas feel like Christmas. It’s the time of year when everyone ups their game, and ALDI is no exception.”
Dan Murphy: Surprise Guests via Thinkerbell
The film follows a customer getting everything she needs for Christmas day at Dan’s, where she knows she’ll find great value. She even has enough left over to grab an extra bottle for those inevitable surprise guests with their somewhat eclectic tastes.
Tom Wenborn, chief creative Tinker, Thinkerbell, said: “We’re incredibly proud of the work that we’ve been able to achieve with the Dan’s team over the past four, almost five years, and this work is no exception. A final festive bow for the Nobody Beats platform is a fitting conclusion to our rich and enjoyable partnership. We wish Dan’s and the entire Endeavour Group all the best.”
This work marks the final collaboration between Thinkerbell and Dan Murphy’s who will part ways this month following a pitch process earlier this year in which Thinkerbell declined to participate.
Myer: Share The Joy via Clemenger BBDO
Myer’s 2024 Christmas campaign, ‘Share The Joy’, isn’t just about decking the halls – it’s about celebrating the fun, the unexpected, and the joy of Christmas, however you find it.
At the heart of the campaign, in collaboration with creative agency Clemenger BBDO, is Humbug. This grumpy Christmas anti-hero finds the usual festive fun such as carols, decorations, and bright lights, too much for his sensitive soul. Humbug can’t resist causing merry mayhem in the neighbourhood, until an unlikely friend teaches him that no matter how you find joy, it’s always better when it’s shared.
Adrián Flores, chief creative officer at Clemenger BBDO said: “As a notorious humbug myself, I know too well how it feels to have to grimace your way through Christmas. This campaign is for all the humbugs out there just trying to make it through to New Years. It’s always great when a brand isn’t afraid to have some fun and stand out, and this Myer campaign is exactly that – a moment of levity that reinforces the retailer’s position as the home of Christmas for all Aussies.”
QIC: The Joy Bringers Christmas via Jane Doe Creation
‘The Joy Bringers’ is an ode to those who live and breathe Christmas and light up their communities with acts of cheer, and spread happiness everywhere they go. The creative agency’s campaign aims to showcase their joyful spirit, inspiring everyone to make the most of the festive season.
Launching this month across 18 QIC centres, the campaign captures a blend of fun moments, focussing on the joyful, Christmas-loving spirit of the community. Designed to be participatory, ‘The Joy Bringers’ invites QIC customers to join in or simply enjoy the festive cheer, making the campaign shareable across all channels — from in-centre events through to digital and social.
Jane Doe Creation executive creative producer Elissa Maine said: “What a treat, celebrating those who love Christmas even more than Mariah… we all know a few! Collaborating with Austin Studio and photographer Michelle Tran again, along with director Lizzy Bailey ensured our shoot was full of JOY and we can’t wait to see how the Christmas’ Joy Bringers’ make this campaign their own!’
Red Rooster: Do Christmas Your Way with Reds via Leo Burnett Australia
The tongue-in-cheek campaign for Reds’ limited-edition Chickmas Burger aims to stir up Aussie Christmas celebrations by combining the best of tradition with a bit of fun — a comforting nod to the classic Christmas roast wrapped in the crave-worthy goodness of a fried chicken burger.
The creative shows a beleaguered Santa listening patiently to a young boy’s lengthy Christmas wish list before using a fake sighting of his reindeer herd as an excuse to disappear so he can enjoy the flavours of the Chickmas burger in peace.
“Reds is bringing some festive fun to the burger market leading into Christmas,” Red Rooster’s director of marketing, Ashley Hughes said. “The Chickmas Burger is all about taking the traditional Christmas flavours of chicken, stuffing and gravy and serving it up in a fun, tasty burger that’s pure Red Rooster.”
Wallace Bishop: What They Wished For via Ogilvy and The Producers
Ogilvy and production company The Producers have teamed up to launch the ‘What They Wished For’ campaign for family-run jewellery and giftware business Wallace Bishop.
The campaign, now live across the country, spans several TVCs, a long-form online film, digital, social media, and out-of-home executions. It tells the story of a young child who notices the little things her mother likes in a series of everyday moments so she can find the perfect Christmas gift.
Aisling Colley, Ogilvy Sydney managing partner, said: “Christmas time is when we get to experience some of the best creative work globally, and this year is no different. We’re stoked to be part of the zeitgeist with work that is unique for the category, and right here in Australia. This campaign brings a fresh perspective to gift-giving, focusing on the intimate moments that matter most.”
Woolworths: Make this Christmas via M&C Saatchi
Woolworths has launched its Christmas Campaign, capturing the magic of classic Aussie Christmas traditions and the spirit of community.
The film follows the story of a young girl who is eagerly awaiting the arrival of Santa but becomes concerned that he may not find them. So, with her friends, she rallies the local community to build a larger-than-life carrot in the paddock to make sure Santa and his reindeer know where to stop on Christmas Eve.
“We recognise that many Australians are continuing to experience cost-of-living pressures, but they still want to be able to celebrate Christmas with friends and family within their budgets,” Andrew Hicks, Woolworths Group chief marketing officer, said.
“As Woolworths enters its centennial year, this Christmas campaign reflects on the enduring traditions that have shaped our connection with Australian communities. We’re proud to celebrate the spirit of togetherness, from the regional farms that supply our fresh produce to the families who gather around the Christmas table.”
Big M: The “official drink” for Santa this Christmas via Thinkerbell
Big M wants to be the official drink to leave out for Santa this Christmas Eve, with the chocolate milk launching a festive bespoke packaging to enable people to personalise a note to the Big Guy.
The campaign, created by Thinkerbell, will be rolled out across the Bega Group’s stable of chocolate milk brands including Big M in Victoria, Masters in Western Australia and Dairy Farmers Classic in South Australia. The festive bespoke packaging will be available in supermarkets and convenience stores from early December.
Anne Scott, senior brand manager at Bega Group, said: “We’re delighted to be sharing Victoria’s favourite choccy milk with Santa this Christmas. Given how hot this Summer is tipped to be, we know there’s nothing Santa will need more than a refreshing ice-cold Chocolate Big M.”
Coca-Cola and The Salvation Army’s Christmas appeal partner to light up Melbourne’s Emporium Billboard
Coca-Cola Australia and The Salvation Army have lit up Melbourne’s biggest billboard this festive season with notes of kindness that will help provide a meal to someone in need this Christmas.
The Emporium Billboard featured personal notes of kindness from 9 December to 15 December, with each one adding another $10 to its $50,000 donation to The Salvation Army’s Christmas appeal.
The partnership between The Salvation Army and Coca-Cola, which was launched in 2017, has helped provide meals and services to help struggling Aussie families and members of the community during Christmas.
“Coca-Cola and meals has always been a perfect partnership,” Kate Miller, marketing director at Coca‑Cola Australia, said. “We’re so proud to once again be working with The Salvos to bring this to life in such a meaningful way. Partnerships like this enable us to give back and together, with the help of Australians, we can hit our goal of giving 10,000 meals to families and communities in need this Christmas.”
AAMI: When the Festivities are over via Ogilvy
AAMI has launched a humorous new campaign capturing the quirks of an Australian Christmas and its day-after chaos via Ogilvy.
The When the Festivities are over campaign, is AAMI’s first Christmas campaign and portrays what happens when that Boxing Day food coma feeling clashes with unexpected events.
“The exact time when, if something should go wrong, you’d just want your insurance company to sort it out,” Ogilvy Melbourne ECD Hilary Badger said. “It’s of course important for Australia’s leading national insurer to be present at Christmas, which is such a big time of year for our country’s leading brands. But being AAMI, we need a unique point of view during what can be a very crowded season for brands. So, we’ve opted to stand out with a much less saccharine spin on Christmas.
“It’s an unexpected time to think about insurance, which makes it disruptive,” Badger added.
Coles: Make Christmas Delicious via Smith St agency
Coles has teamed up with Smith St to launch its 2024 Christmas Season campaign. The heartwarming campaign shows Coles’ team members as a group of magical elves working together with its network of dedicated Aussie farmers, growers and suppliers to make this Christmas more delicious.
The integrated campaign has hundreds of touchpoints across in-store, owned, paid and earned media. Messaging throughout the campaign focuses on the quality and value of Christmas centrepieces like award-winning hams, responsibly sourced Coles’ seafood, fresh mangoes and easy desserts.
Psembi Kinstan, chief creative officer, Smith St: “Christmas is all about sharing delicious food together with the people you love. It’s great to be able to spread a little magic on the occasion.”
Westfield: Feels Like Christmas via AKQA
Feels Like Christmas, Westfield’s Christmas 2024 campaign, is an emotive series of films shining a light on the moments that evoke the feelings of the festive season.
The three nostalgic films portray real stories from the community about the wonder of Christmas: Dasher the Daggy Reindeer; an old favourite Christmas ornament, The First Slice; a love story about Nonna’s panettone, and Scissors-A-Gliding; a cheerful story of an annual gift-wrapping tradition.
Chad Mackenzie, chief creative officer, AKQA said: “This campaign was an absolute treat to work on. Starting with real stories and honing in on moments that might seem small on the surface, but are powerfully emotive kick-starters of Christmas, helped take the storytelling to another level, along with the stunning craft from our production partners.”
Paul Sigaloff to step down as oOh!media’s chief revenue and growth officer
oOh!media’s chief revenue and growth officer, Paul Sigaloff, will depart the company at the end of the year.
Sigaloff joined oOh! two years ago following a successful tenure at Yahoo. He was instrumental in driving the company’s digital-first strategy, significantly advancing oOh!’s programmatic capabilities and strengthening oOh!’s digital network advertising offering.
Cathy O’Connor, CEO, oOh!media, said: “Paul joined us at a pivotal time as we accelerated our digital-first transformation. Under his leadership, oOh! has grown its programmatic revenue from a 5% market share to 26%. His contributions have driven remarkable success across our new Premium Sydney network, with sell-out months and high demand for assets like Sydney Metro and Martin Place.”
During this time oOh!’s national sales team has also been recognised heavily across industry awards programs including winning the Media i Sales Excellence Awards, 2023 National Sales Team of the Year and being named the IMAA Out of Home Partner of the Year for both 2023 and 2024.
“In the interim I’ve asked Mark Fairhurst who recently joined us in an advisory position to step into the acting chief revenue officer role while we conduct a search. Mark brings deep experience in Out of Home sales and will focus on maximising revenue during this transition as we continue building momentum for 2025,” said O’Connor. “We thank Paul for his contribution to our business and wish him the very best for the future.”
Sigaloff added: “This is a bittersweet moment for me. I’ve thoroughly enjoyed working with the talented team at oOh! and partnering with our incredible clients. I feel this is the right time to step away from this role and start a new chapter in 2025.”
Vote now for triple j’s Hottest 100 of 2024
The 2024 Hottest Weekend will kick off on triple j on Friday, 24 January, from 12pm local time, with a pre-party warm-up on Double J featuring the Hottest 100 of 2004.
On Saturday 25 January, it’s time for the main event, the huge nationwide party, and the countdown of your favourite songs of the year – triple j’s Hottest 100 of 2024, live from 12pm AEDT. Then, on Monday 27 January from 10am Local Time, listen in to hear the tracks that just missed the final cut as the station play out triple j’s Hottest 200 (200-101) of 2024. All dates are listed below.
Last year’s countdown really turned it on, featuring 2.35 million votes, 35 Hottest 100 debuts and five tracks that first dropped on triple j Unearthed. It was a year of breaking records and making history: Doja Cat claimed #1, becoming the first woman of colour and female rapper to do so.
G Flip set a new record with seven entries in the top 100, Kylie Minogue marked a mammoth return with the longest gap between entries (29 years), and Hilltop Hoods further cemented their Hottest 100 legacy, extending their record for the most entries across countdowns (24 songs).
triple j is also teaming up with We Are Mobilise as this year’s charity partner. Best known for their work alongside endurance-running legend Nedd Brockman, Mobilise exist to unite Australia in ending homelessness, and triple j is linking up with them to help develop innovative ways to tackle the issue.
Hottest 100 of 2024 – Key Dates:
• Tuesday, December 10 – 8 am AEDT – Hottest 100 Voting Open
• Monday, January 20 – 5 pm AEDT – Hottest 100 Voting Closes
• Friday, January 24 – 12 pm Local Time – Double J relives the Hottest 100 of 2004
• Saturday, January 25 – 12 pm AEDT – triple j’s Hottest 100 of 2024
• Monday, January 27 – 10 am Local Time – triple j’s Hottest 200-101 of 2024
Voting in triple j’s Hottest 100 of 2024 closes Monday, 20 January. Get your votes in now via the triple j website or triple j app, and head to the triple j Hottest 100 website for further information.
Listen to triple j on the radio, stream online or on the triple j app, and connect via Instagram, TikTok and YouTube.
Which reality star will spice up the I’m A Celebrity Jungle?
The jungle climate may be hot and humid but it’s about to get even steamier when a controversial Reality Star heads into camp.
The Reality Star joins an Olympian, a TV Host, an Award-Winning Actress, a Footy Legend, a Comedy King, an AFL Star, and a Leading Man in the African jungle.
Check out the clue below and keep your eyes peeled for more hints as we get closer to Sunday, 19 January.
Skye Wheatley won the 10th season of Channel 10‘s I’m A Celebrity… Get Me Out Of Here!, beating out fellow top three contestants Callum Hole and Tristan MacManus.
Wheatley is an influencer and finished third in season 11 of Big Brother Australia. During her time in camp, she never shied away from feeling the big feelings, crying, laughing, and singing her way through every mood.
Wheatley’s charity, Bully Zero, is Australia’s leading bullying prevention charity. It was begun by founder Ali Halkic after his son died by suicide after falling victim to cyberbullying. Bully Zero provides evidence-based education, advocacy, and support for all communities across Australia.
Season 10 saw Aussie darling Robert Irwin – a passionate conservationist, zookeeper, photographer, and son of Steve Irwin – join the show to co-host alongside Julia Morris.
Ahead of his debut, Irwin was named Australia’s most popular broadcast personality in the Australian Talent Index’s 2024 Top Talent Report – before the show had even aired.
Irwin, a relative newcomer to Aussie screens, took out the top broadcast talent spot, eclipsing the last report’s winner – comedian and TV personality Hamish Blake – in his debut appearance on the list.
Alongside his top broadcast position, Irwin was also voted number one broadcast talent by women and was considered the celebrity who gives the most back to the community, according to the Index.
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Emma Logan launches bespoke marketer consultancy
Emma Logan has launched a new bespoke marketer consultancy, The Emma Logan Project, aimed at serving the needs and unlocking the potential of CMOs and their team.
The former AANA director of member engagement said over the past 12 months, she has seen a very clear need among senior marketers for assistance on both team and individual levels.
“Marketing is in a massive transition,” Logan said. “From technology and AI to data, climate change, social demographics, and politics. CMOs hold one of the most multifaceted roles in any business today and have the chance to make a meaningful impact and shape a more sustainable and equitable society.”
“Marketers are more stretched than ever. In the past year, countless marketers have turned to me for support—whether it’s a team strategy day or collaborating on key projects. It’s clear we’re addressing a critical gap in the market. While marketers tirelessly promote their brands, they often overlook a vital element: building the personal brands of their leaders. Strong executive brands are essential for fostering trust, attracting opportunities, and positioning businesses.”
Logan added: “The Emma Logan Project is about helping marketers become the kind of leaders who attract and retain top talent. It’s about redefining what it means to be a magnetic marketing leader. Whether it’s a marketer looking to build their executive marketing brand or a CMO aiming to elevate their team’s impact — and, in turn, drive exceptional business outcomes — my goal is to help them succeed.”
The Emma Logan Project offers a suite of bespoke services tailored to CMOs and their teams, focusing on leadership development and team empowerment. Logan has already begun collaborating with marketing teams, including foundation client T garage, an insights and research consultancy. Jed Simpfendorfer, director of strategy, met Logan when he was the CMO of Carman’s.
“Partnering with The Emma Logan Project has been a total game-changer for us,” Simpfendorfer said. “Emma gets us—our goals, our challenges—and she brings a fresh perspective that’s taken our approach to the next level. Her industry know-how and network is so impressive. She’s opened doors we didn’t even know existed! And in such a short time, the results speak for themselves. Emma’s not just a partner; she’s become an essential part of our team.”
On the consultancy’s name, Logan shared: “I credit the name to my father, who for the past year has been asking: ‘How’s The Emma Logan Project?’. He knew that I was on a journey of restoring my passion for what I do and getting my sparkle back.
“A journey that he aptly referred to as ‘The Emma Logan Project’. When it came time to decide on a name for my new business, I went back and forth on a few different options that didn’t feel quite right. I then realised it had been right in front of me the whole time – the perfect representation of everything my business is.”
Australia’s ad revenue to reach AUD $25.2b, projected to grow 3.7% in the new year: GroupM 2024
Overall ad revenue in Australia is expected to end the year at 2.2% to $25.2b in 2024, followed by a projected growth of 3.7% in 2025, which will be strengthened by federal election spending, according to GroupM’s End-of-Year Global Advertising Forecast.
WPP’s media investment group published the topline findings of its End-of-Year Global Advertising Forecast for 2024, analysed advertising investments over the last 12 months and shared projections for 2025 and beyond.
Retail Media continues its steep trajectory in the advertising landscape, according to GroupM, and is forecast to grow 26.5% in 2024 ($1.46 billion) and 28.1% in 2025.
Internet advertising is projected to grow by 5.1% to $18.1 billion, representing 71.7% of the total market in 2024. In contrast, total television is expected to decline -8.2% to $3.48bn in 2024.
GroupM forecasts that television ad revenue will stabilise in 2026/2027, halting the major downward trend. While linear TV will be back -11.7%, the overall Total TV decline is tempered by the continued robust growth of Video on Demand, which is forecast to remain healthy at 15.3% ($579m). 2025 is expected to see -3.5% decline.
Audio remains flat in 2024 at $ $1.24bn, but in 2025, audio is expected to head back into growth with a 1.3% growth forecast.
OOH will see 7.3% growth through 2024, reaching $1.246 billion, with 5.4% growth expected in 2025. Meanwhile, cinema will grow to +2.6% in 2024 to $117m, buoyed by end-of-year releases Moana 2, Wicked and Gladiator II, with stronger growth forecast in the coming years.
Melissa Hey, GroupM chief investment officer, said: “Despite the ongoing cost-of-living crisis dominating headlines, the Australian ad market remains resilient, though minimal growth projected in 2024 reflects continued caution. While consumers are growing more optimistic about the broader economic outlook, this sentiment may not fully translate to increased ad spending in the short term.
“Tax cuts implemented in July 2024, combined with energy relief measures, could boost consumer spending and reignite inflationary pressures. The outlook hinges on a potential interest rate cut in the first half of 2025. These economic factors, along with federal election ad spending, will be crucial for sustaining growth momentum in the coming year.”
First Look: Suits: L.A. on Seven and 7plus in 2025
Hollywood is buzzing over the new chapter in one of the most-streamed shows in the world and the only place Australians can see Suits: L.A. is on Channel 7 and 7plus.
Created by Suits mastermind Aaron Korsh, Suits: L.A. takes the legal drama to the West Coast, with a star-studded cast led by Stephen Amell (Arrow, Heels) as Ted Black: a former federal prosecutor from New York, reinventing himself in the high-stakes world of Los Angeles’ most powerful elites.
Joining Amell in the ensemble is Josh McDermitt (The Walking Dead), Lex Scott Davis (Unbreak My Heart) and Bryan Greenberg (The Mindy Project, One Tree Hill).
The just-released first official teaser for Suits: L.A. features the familiar song Greenback Boogie by Ima Robot which opened each episode of the original Suits during its nine-season run.
Gabriel Macht, aka Harvey Specter, is also tipped to return for a guest arc in the upcoming spinoff.
Promising sharp suits, sharper wit and unmissable legal drama, Suits: L.A. premieres Sunday, 23 February in the US on NBC.
Seven’s plans for the Australian premiere of the anticipated series will be revealed in the coming weeks.
iHeart and Magellan AI unveil Australia’s top 15 podcast advertisers for Q3
ARN’s iHeart and Magellan AI have unveiled the top 15 brands advertising on Australian podcasts in Q3 2024, with online therapy provider BetterHelp emerging as the leading investor in Australian podcasts this period.
They invested heavily into Australian podcasts across a range of shows and publishers including Australian True Crime, Dyl & Friends, Morbid, The Imperfects, Toni and Ryan plus Outspoken.
The report also found an increased spend of 92% into the True Crime category year-on-year with Comedy podcast investment also on the rise.
The Top 15 Advertisers for Q3 2024 on Australian podcast advertising features brands from a broad range of categories including technology, finance, retail, and healthcare. Airbnb and Amazon follow BetterHelp on the list as having the highest investment.
The Top 15 advertisers for Q3 2024 are:
1. BetterHelp
2. Airbnb
3. Amazon
4. Wise
5. Commbank
6. Entain
7. ANZ
8. Specsavers
9. Unilever
10. Aussie Broadband
11. McDonald’s
12. Myer
13. Booking.com
14. Vanta
15. American Express
As announced last quarter, iHeart, in partnership with Magellan AI, have launched a new award to recognise and celebrate the brands and agencies investing most into the Australian podcast industry. For Q3 2024, the Australian Agency of the Quarter Award has been presented to EssenceMediacom (Sydney), recognising their substantial advertising spend on podcasts during this quarter.
Corey Layton, ARN’s head of digital Audio, said: “Through our AI powered Magellan AI partnership we continue to see an ever-growing list of brands engaging in Australia’s fastest growing mass medium. This quarter is no exception as showcased by the breadth of brands and shows across the entire industry that are being utilised.”
Sarah James, EssenceMediacom chief investment officer, said: “Podcasts offer a high level of intimacy and engagement, making them a powerful lean-back environment for brands to connect with audiences. Thanks to iHeart for recognising EssenceMediacom as Podcast Agency of the Quarter, validating our commitment to crafting innovative audio strategies that deliver results for our clients in this growing medium.”
The Top Advertisers report uses artificial intelligence to analyse thousands of episodes from 400+ of Australia’s most popular podcasts, determining the top brands advertising in the medium.
Think HQ spotlights careers in Aboriginal health with Victorian Aboriginal Community Controlled Health Organisation
Think HQ has tapped into 65,000 years of experience to deliver a campaign to drive employment opportunities and careers for Aboriginal people for Victorian Aboriginal Community Controlled Health Organisation (VACCHO).
The workforce attraction campaign aims to encourage Aboriginal people to consider a career in the Aboriginal health and wellbeing sector. It does that by reminding all Aboriginal and Torres Strait Islander people of a simple fact: with 65,000 years of experience behind them, they already have the most important qualification for a career in health.
To develop the creative strategy, content and messaging with cultural cut-through, Think HQ drew on its significant background and expertise working with Aboriginal stakeholders and communities, yarning with Indigenous health industry professionals including GPs, midwives and Aboriginal health and social and emotional wellbeing workers.
While those conversations revealed Aboriginal health professionals’ passion for their community work changing lives and helping others heal, it also delivered a key insight that informed campaign direction: most Aboriginal people don’t realise their life experience gives them a key prerequisite for many jobs in Aboriginal health.
The creative solution draws on that insight to inspire a new generation of Aboriginal healthcare and wellbeing workers, spearheaded by a compelling video series written and produced by Think HQ alongside Wiradjuri Director Jack Steele and a team of First Nation creators in film and music, plus talent from across the community.
In addition to a hero film, four videos bring to life the inspiring real life stories of four talented Aboriginal healthcare professionals working in a range of roles to make a difference in communities.
Think HQ also developed a poster series and three audio assets for the campaign that reaches across online, social channels and radio.
A dedicated hub answers the why’s and how’s of starting a career in Aboriginal health and provides resources and links to job opportunities, all underpinned by the campaign premise ‘You have 65,000 years of experience. Start a career in Aboriginal health today’.
“Collaborating with Think HQ was a great process of combining cultural and creative expertise,” Abe Ropitini, executive director, Population Health, VACCHO, said. “From concept development through to production, the Think HQ team – which included First Nations people – was able to translate our initial yarns into a powerful concept, which was then brought to life through beautiful design, photography, and film production. We are excited to continue expanding the campaign even further.”
Lisa Gumbleton, group head of creative strategy at Think HQ said: “The best care comes from empathy without judgement, and when people receiving care can connect with someone who understands them.
“That makes lived experience an important prerequisite to a career in Aboriginal health, yet people didn’t really understand the different roles and career pathways available to them. Our campaign seeks to tap into their passion for health and desire to help their community by showing a career in health could be the right one for them.”
Sam McCarron, Think HQ associate creative director further explained: “Some might be put off by the belief that they don’t have the prerequisites for a career in healthcare. But they do. Health and wellbeing knowledge in Aboriginal culture goes back further than any knowledge in the world. It was important that we worked with First Nations creators and creatives to help communicate this with the heart and nuance it deserved.”
The campaign is part of the Victoria Aboriginal Health & Wellbeing Workforce Strategy 2022-26 launched by VACCHO in 2022. Providing meaningful employment opportunities and careers for Aboriginal people is a core part of VACCHO’s vision for a strong and able workforce delivering holistic health and wellbeing services to the Aboriginal population.
The campaign will run online, on radio and across VACCHO’s social media channels until 31 March 2025.
Credits
Client: Victorian Aboriginal Community Controlled Health Organisation (VACCHO)
Abe Ropitini – Executive Director, Population Health
Somenah Nasir – Project Officer
Agency: Think HQ
Founder & Managing Director – Jen Sharpe
Senior Account Director – Anu Jose
Account Manager – Harshini Sivaraj
Group Head of Creative Strategy – Lisa Gumbleton
Head of First Nations Communications – Taryn Marks
Chief Creative Officer – Andy Lima
Creative Director – Sam McCarron
Copywriter – Thabani Tshuma
Producer – David O’Connor
Director – Jack Steele
Cinematographer – Ryan Andrew Lee
1st AD – Edward “Ned” Valent
Stills – Daniel Hartley-Allen
Sound Design – Adam Dixon-Galea
Music – Tristan Barton Music
SLIK expands to Melbourne following new business growth
SLIK has expanded its services to Melbourne to meet client growth and capitalise on new business opportunities.
The Melbourne launch strengthens the independent agency‘s creative and production capabilities as it works with partners, including Johnson & Johnson Medical, the Federal Government and TPG Telecom.
SLIK, founded more than ten years ago, is an Indigenous-owned agency that pushes creativity by building experiences for a new digital and technological age. Its other clients include Qantas, Nine, nib, Darrell Lea, and the NSW Government.
Kyle Bennett, SLIK co-founder and head of technology, said: “We’re excited to have a presence here in Naarm, and see it as the next evolution of our offering for our client partners. We’ve wanted to bring SLIK to Melbourne for a while and, with the support of clients, the time is right to bring our expertise and innovative approach to creativity.”
Michael Maait, who has worked at SLIK in Sydney for more than six years, has relocated to Melbourne and alongside Bennett, fellow co-founder, Cooper LaPlanche, managing director Sarah Wood, and the wider SLIK team, will support the business and grow the agency’s presence.
To support its Melbourne operation, SLIK has also appointed experienced motion designer Sofia Houghton and account manager Rani Sakeson.
LaPlanche added: “We’ve been blown away by the level of talent coming out of Melbourne and I want to welcome Sofia and Rani to the team. There’s so much potential and increasing demand for an agency that intersects creativity, data and technology and we look forward to introducing SLIK’s expertise here.”
Earlier this year, SLIK launched a unique virtual experience for Paralympics Australia, designed to engage and educate fans through play. The agency created an immersive virtual stadium for fans to explore and bring them closer to the Paris Paralympics experience.
ACM’s new publishing model drives double digit growth for Western NSW mastheads
ACM’s new publishing model for its Western NSW mastheads has seen the titles double-down on delivering quality news coverage digitally on weekdays, cease Monday to Friday print editions, and launch expanded, new-look weekend print editions, which has resulted in double-digit growth across circulation sales, subscriptions and advertiser demand.
The publishing model, launched in August this year, for the Central Western Daily in Orange, the Daily Liberal in Dubbo and the Western Advocate in Bathurst was designed to better serve local communities by meeting changing consumer behaviour.
It has resulted in a 19.3% increase in weekend newspaper sales and a 16.9% rise in subscriber acquisition since August, according to ACM commercial reporting.
Jarrah Petzold, ACM director of marketing, said: “Less than six months in, our digital plus weekend model has been embraced by these communities; throughout the week more and more readers choose to stay informed with locally relevant news via our mobile apps, websites, newsletters and breaking news alerts. And come the weekend we’re seeing a strong demand for an immersive, relaxed read covering local people and issues.”
Commercially, the change has resulted in an average 21% increase in the number of advertisers booking into the three weekend papers.
“The feedback from the market on the enhanced weekend print offering has been extremely positive,” said Damian Hetherington, ACM director of enterprise sales. “The results reflect the strength of this proposition – giving advertisers engaging cross-platform environments to connect with local customers.”
ACM’s new publishing model, driven by consumer demand, offers readers the choice to stay up to date with the latest news and issues affecting these growing regional centres the way that suits them.
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Top image: Jarrah Petzold and Damian Hetherington
TV Ratings 8 December 2024: Nine wins Sunday with Tsunami – 20 Years On
Sunday 8 December 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach
Total People TV Ratings
Nine’s 9News recorded a total TV national reach of 1,744,000, a total TV national audience of 1,089,000, and a BVOD audience of 75,000.
Nine’s Tsunami – 20 Years On recorded a total TV national reach of 1,669,000, a total TV national audience of 754,000, and a BVOD audience of 69,000.
Seven’s Cricket: Second Test – Australia v India D3 S1 recorded a total TV national reach of 1,944,000, a total TV national audience of 923,000, and a BVOD audience of 68,000.
Also on Seven, Seven News recorded a total TV national reach of 1,799,000, a total TV national audience of 1,088,000, and a BVOD audience of 55,000.
10’s Harry and Meghan: The Rise and Fall recorded a total TV national reach of 741,000, a total TV national audience of 236,000, and a BVOD audience of 8,000.
People 25-54
Nine’s Tsunami – 20 Years On:
• Total TV nation reach: 689,000
• National Audience: 223,000
• BVOD Audience: 31,000
Seven’s Cricket: Second Test – Australia v India D3 S1:
• Total TV nation reach: 633,000
• National Audience: 310,000
• BVOD Audience: 39,000
Seven’s Seven News:
• Total TV nation reach: 493,000
• National Audience: 293,000
• BVOD Audience: 28,000
10’s Harry and Meghan: The Rise and Fall:
• Total TV nation reach: 239,000
• National Audience: 63,000
• BVOD Audience: 4,000
People 16-39
Nine’s Tsunami – 20 Years On:
• Total TV nation reach: 288,000
• National Audience: 83,000
• BVOD Audience: 15,000
Seven’s Cricket: Second Test – Australia v India D3 S1:
• Total TV nation reach: 301,000
• National Audience: 142,000
• BVOD Audience: 24,000
Seven’s Seven News:
• Total TV nation reach: 190,000
• National Audience: 108,000
• BVOD Audience: 14,000
10’s Harry and Meghan: The Rise and Fall:
• Total TV nation reach: 82,000
• National Audience: 18,000
• BVOD Audience: 2,000
Grocery Shoppers 18+ TV Ratings
Nine’s Tsunami – 20 Years On:
• Total TV nation reach: 1,754,000
• National Audience: 677,000
• BVOD Audience: 49,000
Seven’s Cricket: Second Test – Australia v India D3 S1:
• Total TV nation reach: 1,458,000
• National Audience: 709,000
• BVOD Audience: 51,000
Seven’s Seven News:
• Total TV nation reach: 1,431,000
• National Audience: 871,000
• BVOD Audience: 44,000
10’s Harry and Meghan: The Rise and Fall:
• Total TV nation reach: 595,000
• National Audience: 186,000
• BVOD Audience: 6,000
Data © OzTAM and Regional TAM 2024. 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.
Which romantic leading man is heading into the I’m A Celebrity Jungle?
It’s almost time for the celebs to pack their bags and head to the jungle just in time for the I’m A Celebrity… Get Me Out Of Here! premiere on Sunday, 19 January. And for this romantic leading man, that departure can’t come swoon enough.
Check out the clue below and keep your eyes peeled for more hints as we get closer to Sunday, 19 January.
Skye Wheatley won the 10th season of Channel 10‘s I’m A Celebrity… Get Me Out Of Here!, beating out fellow top three contestants Callum Hole and Tristan MacManus.
Wheatley is an influencer and finished third in season 11 of Big Brother Australia. During her time in camp, she never shied away from feeling the big feelings, crying, laughing, and singing her way through every mood.
Wheatley’s charity, Bully Zero, is Australia’s leading bullying prevention charity. It was begun by founder Ali Halkic after his son died by suicide after falling victim to cyberbullying. Bully Zero provides evidence-based education, advocacy, and support for all communities across Australia.
Season 10 saw Aussie darling Robert Irwin – a passionate conservationist, zookeeper, photographer, and son of Steve Irwin – join the show to co-host alongside Julia Morris.
Ahead of his debut, Irwin was named Australia’s most popular broadcast personality in the Australian Talent Index’s 2024 Top Talent Report – before the show had even aired.
Irwin, a relative newcomer to Aussie screens, took out the top broadcast talent spot, eclipsing the last report’s winner – comedian and TV personality Hamish Blake – in his debut appearance on the list.
Alongside his top broadcast position, Irwin was also voted number one broadcast talent by women and was considered the celebrity who gives the most back to the community, according to the Index.
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Agencies
Omnicom to buy Interpublic in $20.6b deal
Under the terms of the agreement announced on Monday (Tuesday AEDT), Interpublic shareholders will receive 0.344 Omnicom shares for each share of Interpublic common stock they own.
Led by chief executive officer John Wren, Omnicom serves more than 5000 clients in over 70 countries, according to its website. Its network of agencies includes BBDO, DDB and TBWA. Interpublic is run by CEO Philippe Krakowsky and has about 55,000 employees, its website shows.
Business of Media
Rupert Murdoch fails in bid to cement Lachlan’s control over News
A Nevada court ruled resoundingly against Mr Murdoch, 93, rejecting his efforts to preserve his media empire’s conservative editorial position.
Murdoch and his lawyers had argued that it would be better for the entire family if Lachlan, now the chairman of News Corporation and the executive chairman of Fox Corporation, oversaw the business. The blockbuster lawsuit had pitted Mr Murdoch and Lachlan against the rest of the family – James Murdoch, Elisabeth Murdoch and Prudence MacLeod.
Streaming
British streamer closes in on Foxtel
Having put the business up for sale publicly in August, News Corp is in late-stage negotiations with DAZN, a sports streaming business backed by British-Ukrainian billionaire Len Blavatnik.
DAZN, which broadcasts the NFL, MMA and UEFA Women’s Champions League in Australia, emerged as the likely buyer for Foxtel after talks broke down between News Corp and US private equity firm Platinum earlier this year over the former’s unrealistic asking price.
The deal to sell Foxtel for an undisclosed sum could be completed before Christmas, three sources with knowledge of the deal said. Foxtel’s debt load is about $1.2 billion. The news was first reported by Capital Brief.
Sky strikes Warner Bros Discovery deal, averting exodus of shows
Under the deal between Sky’s parent company Comcast and WBD, the ad-supported versions of WBD’s Max and Discovery+ services will be bundled for Sky customers from April 2026.
However, it has not been able to launch its full streaming service, Max, because of an existing deal with Sky. Max is scheduled to launch in the UK and Ireland in 2026, after the expiry of the current deal with Sky at the end of next year.
Entertainment
Shock snub among Golden Globes noms
But an unexpected – and fairly significant – snub among the team who brought it from stage to screen has certainly raised some eyebrows. Wicked is up for four awards, including for its stars, Cynthia Erivo and Ariana Grande.
It’s also nominated for Best Picture and in the Cinematic and Box Office Achievement categories – making it all the more surprising that the film’s director, Jon M. Chu, didn’t make the cut himself.
The full list of nominations was announced by Mindy Kaling and Morris Chestnut on Monday morning, LA time, with drug cartel musical Emilia Pérez leading the entire pack with an impressive 10 nominations.
Stolen ruby slippers worn by Judy Garland fetch $43 million at auction
After forking out the winning bid and auction house fees, the buyer is expected to pay a total of $50.8 million for the slippers.
The aged footwear are one of four remaining pairs worn by Garland during the filming of the 1939 classic film. But these are the only pair that were, up until a few years ago, at large.
Social Media
Donald Trump probably can’t stop US TikTok ban
Trump could opt not to enforce a ban by telling Apple, Google and TikTok’s other service providers that he will not punish them for keeping TikTok up and running, according to Sarah Bauerle Danzman, an associate professor of international studies at Indiana University Bloomington. But such a move may not keep the lights on at TikTok.
“This could set up a legal battle, and the app stores likely do not feel comfortable being in violation of the law even if Trump says he won’t enforce it,” she said.
Publishing
Guardian staff letters contradict Scott Trust claims it consulted over Observer sale
Scott Trust chair Ole Jacob Sunde wrote an article in The Guardian on Saturday explaining why the Trust has decided to sell The Observer to Tortoise Media, saying the move followed “extensive internal and external consultation”.
Some 125 Guardian and Observer staff have signed a letter published by the title today taking issue with this and asking further questions about the sale of The Observer, which was agreed last Thursday. Those signing the letter include star Guardian writers like Simon Hattenstone, Polly Toynbee and Marina Hyde.