Rugby league journalist Paul Kent has launched his own independent podcast venture, capitalising on his established voice and aiming to fill what he perceives as a “hole in the market.” This move follows a period of heightened media attention, including reports of an incident at a Sydney pub, where he was allegedly served 21 schooners. Now, Kent is channeling that notoriety into a new platform, seeking to connect directly with his audience and generate revenue.

‘Kenty Prime Time’

Kent’s decision to launch the podcast wasn’t a sudden epiphany, but rather a series of “bottle-lightning moments,” as he puts it. “A lot of people suggested it to me and told me to think about it for a while. I thought I’d go ahead with it. I like the idea of it. There are a lot of positives to it. So I just sort of gave it a crack,” he explains.

Crucially, the move is driven by a desire for autonomy and financial independence. “I just think it’s a way that I can make money and move forward at the same time.”

Unlike other media personalities who align with established podcast networks, such as iHeart or LiSTNR, Kent is going it alone. “It’s just my podcast. I’m not affiliated with anyone else. I mean, I’ve got a few people who are helping me out with it, but I’m not on any of those things – it’s not through any of those.”

This independence, he believes, offers greater creative control. “To be honest, there will probably be less interference than what I might have had previously – but it’s not really a consideration of mine. To be honest, I was always pretty happy with what I said anyway.”

Premise

The podcast will primarily focus on rugby league, Kent’s area of expertise, but he retains the flexibility to explore other topics. “It’s a blank page at the moment, and I can sort of take it in any direction that I want. It’ll be predominantly footy, but If I feel the need to adjust, I’ll do that.”

While guests will feature, the format won’t be a traditional interview show. “I’m more about people coming on to talk football and things like that, which is what I’ll get done. But so far as trying to line up guests for that, I want guests to contribute to the show as the show is, rather than it be a sort of sit-down interview show.”

Feedback

Despite being in its early stages, the podcast has already garnered positive feedback. “I’ve only put out two episodes, but they have been well-received.” Kent acknowledges the learning curve involved in launching a new media venture. “I’m still learning all the new skills I have to learn.”

Episode one of Kenty Prime Time has clocked up 23k views on YouTube since its release seven days ago. The show’s second episode has amassed more than 10k views since 5 March

For advertisers, Kent’s independent podcast may present a unique opportunity. His established brand and loyal following, coupled with his unfiltered commentary, offer a direct channel to a dedicated audience.

“I just want to be able to give people what I think they want to hear,” he said.

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

Kayo Sports has teamed up with AFL champion Dustin Martin to feature in its latest ‘Get on Board’ television commercial to promote the new offering as Fox Footy’s first ‘Super Saturday LIVE’ kicks off on 15 March.

Fox Footy on the sports streaming service and Foxtel is the only place to watch live AFL on a Saturday in Victoria and Tasmania for every round of the home and away season, and nationally for at least the first eight rounds.

Fox Footy will also feature its own commentary teams and graphics for every match across the round, giving audiences more choice than ever before.

The TVC, set in a Port Melbourne’s Uncle Rocco’s barbershop, sees Martin asking Fox Footy commentators Jack Riewoldt, Jonathan Brown, Dermott Brereton, and AFLW champion Tayla Harris – all sporting the Dusty haircut – why he should sign up to Kayo Sports. Benefits such as Fox Footy’s ‘Super Saturday LIVE’ coverage, every AFL game in 4K*, no ad-breaks during play and the best commentary team are shared, convincing Dusty to ‘Get on Board’.

2025 AACTA winner Larry Van Duynhoven led the hair and make-up work for the TVC.

Michael Neill, Fox Footy general manager, said: “It was fantastic to work with Dusty again, this time to highlight all the benefits of Super Saturday LIVE, and there are so many. He’s a special friend of Fox Footy and it was great fun having him alongside some of our legendary talent to show the strength of our line-up and coverage. Bring on Super Saturday!”

The campaign, which was produced by BALBOA, will run on TV, social media, BVOD, online video, and on-platform promos.M

Cate Hefele, Kayo Sports executive director, said: “With our historic Super Saturday LIVE coverage, we are going all in with our marketing campaign with another fun, engaging creative that spotlights why Fox Footy on Kayo Sports will be the ultimate destination for AFL fans this season.

“From ultra high definition vision, to expert commentary, no ad-breaks during play to exclusive games, we’re giving our customers the very best footy experience as part of their subscription.”

Credits:

Client: Kayo Sports
Creative Agency: BALBOA, Foxtel Group Creative Agency
Prosthetics: Larry Van Duynhoven
Media: Foxtel Group Media, Mindshare

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

Former Today Show presenter Alex Cullen has taken to Instagram to share an update on career after being axed by Nine following revelations he accepted a $50,000 gift from The Block millionaire Adrian Portelli.

Cullen shared a photo of himself with his arm draped over the shoulders of Penrith Panther’s coach Ivan Cleary with the accompanying caption:

“Great to host the @penrithpanthers corporate partners meet and greet tonight. Thanks for having me and always good to see super coach Ivan Cleary. #nrl @pantherspenrithleaguesclub #nrl #penrithpanthers”.

Fans quickly flocked to the post to let the father-of-three know how missed he was on the breakfast show.

“Absolutely beautiful photo Alex, we soo miss you on The Today Show,” wrote one fan.

While another praised Cullen for his latest career move writing: “Congrats, Alex! Great to see you back”.

‘Lambo Guy’

Cullen stood down from his role at the end of January after it emerged he had taken a bribe from Portelli who was eager to ditch his “Lambo Guy” label.

Portelli had offered the cash to the first TV journalist to call him “McLaren Man.” Cullen took the bait during a lighthearted exchange on The Today Show with Karl Stefanovic, only to face disciplinary action from Nine soon after.

Today host Karl Stefanovic confirmed Cullen’s departure on-air, describing him as a “terrific fella” and praising his five years with the team. “We’re going to miss him terribly,” Stefanovic said, wishing Cullen and his family all the best.

The network immediately sidelined the host, releasing a statement to the media saying they were arranging for the money to be returned to Portelli, adding they were taking the matter “very seriously”, before eventually severing ties with the journalist.

Cullen’s replacement

Long-time Nine presenter Danika Mason has since been announced as Cullen’s replacement, stepping into the role of sports presenter on The Today Show.

Mason is already a familiar face for Nine viewers, thanks to her work 9News, The Sunday Footy Show, NRL on Nine, and Wide World of Sports.

Pictured: Alex Cullen and Ivan Cleary

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

Natarsha Belling officially joins The Briefing – Afternoon Edition today, bringing her decades of journalism experience to LiSTNR’s award-winning daily news and current affairs podcast. The move sees Belling add a new dimension to her reporting, offering deep-dive analysis on the biggest stories of the day.

Belling will balance her new podcasting role alongside hosting Seven’s National News at Noon, ensuring audiences get fast, sharp analysis across multiple platforms.

“We are living in one of the most dynamic news cycles in history. From Cyclone Alfred to the upcoming federal election and the unfolding implications of the new Trump administration in the US, we will have all the major issues covered,” Belling said.

“It’s the top stories and a deep dive on the go,” she added. “From delivering the latest updates on Seven’s National News at Noon to unpacking the top headlines on The Briefing – Afternoon Edition, I’m excited to bring audiences sharp analysis and clarity in a news cycle that moves faster than ever.”

Belling to expand LiSTNR’s investigative offerings

Beyond hosting The Briefing – Afternoon Edition, Belling will also collaborate with the LiSTNR Factual team to develop in-depth investigative podcast series, leveraging her 30-year journalism career across television, radio, and podcasting.

LiSTNR’s head of factual, Clair Weaver, said, “We are excited to welcome Natarsha to the team. The Briefing goes beyond just headlines; it’s an in-depth exploration of the news with explainers, analysis, and expert guests. Tarsh is renowned for delivering this kind of trusted content.”

Where to listen

New episodes of The Briefing – Afternoon Edition will be published every weekday from 4pm, available for free on the LiSTNR app.

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

For three decades, marie claire Australia has been a powerful voice in women’s media, blending style with substance in a way few other publications have achieved. More than just a glossy fashion title, the magazine has built its reputation on championing important social issues alongside luxury fashion and beauty.

For editor Georgie McCourt, the magazine is more than just a publication; it’s a platform for amplifying important voices and championing women’s empowerment.

“One of the things I love so much about marie claire is that we spotlight all these incredible voices because there are just so many amazing women and people out there doing extraordinary things in different fields,” McCourt told Mediaweek. “Whether it’s gender-based violence or whether it’s in the neurodiversity space. It is such a privilege to be able to spotlight those voices.”

It is this dedication to meaningful content, alongside its fashion and beauty focus, forms the core of marie claire’s enduring appeal. “I love that marie claire is that real mix of style and substance,” McCourt added.

Redesign

As marie claire celebrates its 30th anniversary in Australia, it is embracing a new chapter with a bold redesign across both print and digital. With roots dating back to its 1937 founding in France, the brand has expanded to over 30 countries, cementing its place as a global leader in women’s media. Now, McCourt and her team are ensuring the Australian edition keeps pace with its international counterparts while remaining true to its mission of empowering women.

“The redesign was very much driven by where the brand is going globally,” she states, aiming for a more “moderate, modern, elevated and minimal” aesthetic. The March 2024 issue, coinciding with the magazine’s 30th anniversary and featuring Renée Zellweger on the cover, marked the debut of this refreshed look.

“We knew we had Renée Zellweger coming up for the March issue, and I thought we had to have a redesign because we can’t have a cover of Renée without a redesign,” McCourt says.

The redesign extends beyond aesthetics. McCourt sought to streamline the magazine’s layout, emphasising typography and imagery to create a more “chic” and cohesive feel. “I felt the magazine was too busy in the design, so I wanted to strip it back and make it more minimal,” she explains.

The new aesthetic strips back the visual clutter, putting a greater focus on typography, striking imagery, and immersive storytelling. This shift not only enhances readability but also ensures that marie claire’s in-depth journalism – think pieces, investigative reports, and cultural commentary – remains a focal point. “We want the articles that you read in marie claire to be the type of pieces that you bring up in conversation with your friends and that change your perspective on the world,” she said.

Fashion and beauty

The redesign also extends to marie claire’s fashion coverage, striking a balance between aspirational luxury and realistic affordability. In response to reader feedback, affordable fashion pages have been moved to the front of the magazine, showcasing how budget-friendly pieces can be styled in a covetable way. “We all know what’s happening with the cost of living crisis. So, affordable fashion is key,” McCourt says. “But everyone still wants to escape into beautiful luxury.” Luxury fashion remains a priority, with high-end brand collaborations and premium editorial shoots continuing to anchor marie claire’s positioning in the market.

Beauty coverage has also evolved to incorporate deeper storytelling, blending glamour with more personal narratives. “I wanted to go more into the heart of beauty,” McCourt says. “There’s the gloss and the glamour, but I wanted to tell stories that connect on a deeper level – like Jo Malone’s journey with breast cancer and losing her sense of smell.” marie claire is also tackling issues such as hair loss, endometriosis, and other health topics that resonate with its audience.

An omnichannel approach

marie claire’s omnichannel approach ensures content resonates across platforms. “While I think digital is so incredibly important, and we are an omnichannel brand, the print title very much anchors the marie claire brand,” McCourt notes. Cover shoots, for example, are now conceived with both print and digital deliverables in mind, ensuring a seamless experience for readers.

McCourt explains: “We would never approach a piece of content such as a cover shoot with, ‘This is just going in print.’ We always consider what we need for digital, and ensuring we have video and other assets to roll out across platforms.”

Advertisers

For advertisers, McCourt believes the changes present new opportunities. With a cleaner, more sophisticated design, marie claire will continue to offer a premium environment for luxury brands while also making space for new advertisers in the affordable fashion and beauty segments. “I do think it will open us up to advertisers who perhaps haven’t necessarily been interested in working with us before,” McCourt says. “That said, we are a luxury fashion magazine, and it’s very important that we create a premium environment for our luxury clients because that’s what they value.”

Here to stay

In an era where many print magazines have struggled – several high-profile fashion titles have shuttered in recent years – marie claire’s resilience is a testament to its strong brand identity. “We’ve seen a lot of magazines come and go over the last decade and relaunch and close and relaunch,” McCourt says. “But marie claire is just such a strong brand. It has such a strong presence overseas. It’s that mix of style and substance that sets it apart.”

The magazine’s dedication to women’s empowerment, coupled with its commitment to delivering compelling content, ensures its continued relevance and staying power. “I think that’s why marie claire is still such a strong brand in the market, because of the mix of style and substance.”

Pictured: Georgie McCourt

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

Australian football fans have a new reason to look forward to Monday mornings, with SBS Sport securing free-to-air broadcast rights to Major League Soccer (MLS) matches for the 2025 season. Under a new licensing agreement with MLS, SBS will air a featured match from the “Sunday Night Soccer” program every Monday morning until 6 October, providing fans with live and catch-up access via SBS VICELAND and SBS On Demand.

The move marks the first time Australian viewers will have access to live, free-to-air MLS matches, offering exposure to some of the biggest names in global football, including Lionel Messi (Inter Miami), Luis Suárez (Inter Miami), Marco Reus (LA Galaxy), and Hugo Lloris (LAFC). The league also features six Australians, including Socceroos Kye Rowles (DC United) and Patrick Yazbek (Nashville SC), adding local interest to the growing international competition.

How to watch major league soccer in Australia

SBS’s MLS coverage kicks off on Monday, 11 March, at 10 AM AEDT, with LA Galaxy taking on St Louis City. The following week’s fixture (18 March) will feature Messi’s Inter Miami against Atlanta United.

For fans seeking more extensive MLS coverage, Apple TV’s MLS Season Pass remains available in over 100 countries, offering every MLS game with no blackouts, in-depth analysis, and exclusive content.

SBS strengthens football portfolio ahead of FIFA World Cup 2026

The MLS deal reinforces SBS’s status as Australia’s home of football, as it builds excitement for the FIFA World Cup 2026, which will be broadcast exclusively on SBS.

“We’re delighted to include the premier North American club competition in our global football offering as we count down to the FIFA World Cup 2026,” said SBS director of sport Ken Shipp. “This is the first time Australian viewers will have the chance to watch MLS matches live and free, and it will serve as a great appetiser for the World Cup.”

The time zone alignment between North America and Australia makes MLS’s Sunday Night Soccer a natural fit for SBS’s Monday morning football schedule, complementing the broadcaster’s expansive football slate.

SBS’s expanding football coverage

SBS continues to build out its football portfolio, offering unparalleled coverage of international competitions and in-depth football analysis. Recent additions include:

• South American CONMEBOL FIFA World Cup 2026 Qualifying Matches – SBS is broadcasting 54 live South American qualifiers through 2024-25, featuring top teams such as Brazil, Argentina, and Uruguay.

• The Weekly Football Wrap – Hosted by Claudio ‘Claudes’ Fabiano, providing weekly updates, highlights, and insights from the global football scene.

• Road to FIFA World Cup 2026 Hub – SBS On Demand now houses match replays, mini-matches, highlights, classic finals, and iconic Socceroos moments, giving fans a comprehensive football archive.

• FIFA+ Streaming Channel – Launched in November 2024, SBS On Demand’s free, ad-supported FIFA+ channel delivers original programming, live matches, documentaries, and interviews.

The FIFA World Cup 2026, hosted across Canada, Mexico, and the United States from 11 June to 19 July 2026, will be broadcast live, free, and exclusively on SBS, SBS VICELAND, and SBS On Demand. The network will also provide comprehensive highlights packages, including 30-minute, 12-minute, and 3-minute recaps for all 104 matches.

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

Underscore has cemented its place as a leading influencer marketing agency, connecting brands with Australia’s most influential digital voices. With over a decade of experience and a unique connection to Australia’s top digital creators through its partnership with Untitled Group, Underscore has become the go-to agency for brands seeking authentic and impactful influencer campaigns.

“The most important thing that we pride ourselves on is being matchmakers for brands,” says Elise Brando, head of influencer and creator marketing at Underscore AU. “Because most of our team are in the target demographic of 18-to-25 Gen Z market, we understand it, and we have relationships with that demographic.”

The evolution of influencer marketing

Brando, who has witnessed the evolution of influencer marketinga from its nascent stages, notes a significant shift in perception.  “I started my career in the influencer space as it was becoming a thing. So my experience goes back right to the beginning,” she said.

“At the start, brands were skeptical, questioning what influencers could actually do for them,” she explains. “Now, they are seen as key opinion leaders. People trust influencers much like they trust recommendations from friends or family.”

Exclusive partnerships with sporting giants

Underscore’s reputation for delivering exceptional results has attracted major clients, including Tennis Australia and the AFL, who have named the agency their exclusive influencer marketing partner. “A lot of the time, brands are inclined to come to us because we do have that connection with Untitled group, and they’ve seen the work we’ve done at their festivals and things like that. So now I guess we’re being recognised by other companies, you know, like, the AFL is one of our clients and Tennis Australia,” Brando explains.

Underscore’s connection to Untitled Group, who run major festivals like Beyond the Valley and Wild Lands, provides unique access to influencers. “Untitled wanted to have an in-house influencer agency to work along their events, but also grow our client base as well. So whenever there’s any big brands that want to activate at our festivals, we work with them. And then, you know, they become clients of ours after we’ve worked with them that one time as well.”

For the AFL, Underscore leverages its extensive network to flood social feeds with engaging content. “We kind of look at it as, like, flooding the feed. Everywhere you look, well, you will have influences posting and talking about whatever our client wants them to be talking about.”

Case study: Cornish Sea Salt’s Australian success

One of Underscore’s standout success stories is its three-year partnership with Cornish Sea Salt, a brand that had no prior marketing presence in Australia.

Initially, the brand was relatively unknown in Australia. “At the time, no one in Australia knew what Cornish was until we started working with them,” Brando said. Through strategic gifting and paid collaborations with food and lifestyle influencers, Underscore transformed Cornish Sea Salt into a pantry staple. In 2024, the brand saw a total campaign reach of 68.9m.

“Now, you know, we look online, and we see so many influencers just using it and knowing it, and even if they’re not tagging the brand, it’s still brand alignment because they’re using it in their pantry. After all, we sent it to them,” Brando said.

Similarly, Zuum Energy Gum experienced a 104% increase in online sales following an Underscore-led influencer campaign, proving that well-executed creator partnerships can drive tangible business outcomes.

Navigating algorithm changes and future trends

The dynamic nature of social media algorithms makes influencer marketing a constantly evolving field.

“TikTok is a wild beast – it’s hard to predict anything,” Brando admits. “We work across both Instagram and TikTok, staying up to date with platform changes. For example, hashtags are no longer a major factor, so we adjust our strategies accordingly.”

“We also check everything manually,” she said adding that the company has “tried to use tech platforms before but feel like we are giving a great service by doing this all manually and cross checking everything.”

Looking ahead, Brando sees continued growth in the influencer marketing space. “More and more clients are coming to us because they recognise the ROI. A few years ago, we were still educating brands on how influencer marketing works. Now, ‘influencer’ isn’t a dirty word anymore – it’s an essential marketing tool.”

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

marie claire marked International Women’s Day 2025 in style, bringing together some of Australia’s most influential women to celebrate resilience, advocacy, and the power of storytelling. Hosted at Sydney’s Alpha Grand Room last Friday, the event, presented by Are Media, reinforced this year’s IWD theme, “March Forward: For ALL Women and Girls.”

Among the more than 100 guests were high-profile speakers and changemakers, including human rights lawyer Jennifer Robinson, actor Asher Keddie, Professor Georgina Long AO, Edwina Bartholomew, Kirli Saunders OAM, and Kirsha Kaechele. The event was hosted by marie claire editor Georgie McCourt, with additional interviews led by Melissa Leong.

A Platform for Progress

Throughout the day, speakers shared insights on the evolving conversation around gender equality. Jennifer Robinson said, “We need to better protect women who speak out – it’s a cultural conversation.”

Asher Keddie commented,“The next generation is engaging in meaningful conversations about [gender equality], which gives me hope.”

Meanwhile, Kirsha Kaechele, added, “It’s incredible to be a woman. Although we face challenges, we always look after each other.”

Marie Claire’s legacy in women’s advocacy

This year’s event coincided with marie claire’s 30th anniversary, a milestone underscoring the publication’s long-standing commitment to championing women’s issues in Australia. Georgie McCourt reflected on the brand’s impact over the decades, stating:

“For three decades, marie claire has fought to bring issues that impact women’s advancement to the foreground in Australia. The event on Friday was a wonderful opportunity to hear – and be inspired by – the stories of women who are driving change.”

Marie Claire Luxe members, the brand’s exclusive subscriber community, were also invited to take part in the event, reinforcing the brand’s commitment to engaging its readers beyond print and digital platforms.

Industry leaders in attendance

Are Media executives were present at the event, including CEO Jane Huxley, director of content Sally Eagle, general manager of luxury Nicky Briger, director of people, culture and workplace Leisa Williams, director of marketing Carly Bowra, CFO Marena Paul, and general counsel Veronique Maury.

Sponsors championing women’s voices

This year’s event was proudly sponsored by Pandora, with Medik8 as a supporting partner. Pandora’s Marketing Director for ANZ, Jess Donovan, reaffirmed the brand’s commitment to women’s empowerment:

“Pandora was honoured to partner once again with marie claire for their annual International Women’s Day event. The day was a heartfelt celebration of the remarkable social, economic, cultural, and political achievements of women. Most importantly, the event was the perfect forum for addressing the key issues that matter most with an inspiring panel of women – something we were proud to be a part of!”

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

Seb Costello has announced his departure from the Nine Network after 13 years with the broadcaster. Costello’s departure follows an internal review initiated by the broadcaster into an incident where Costello pursued an interview subject into a women’s public restroom.

In a statement Costello said: “After more than a decade at Nine, I have resigned from my role to seek a fresh challenge. I would like to thank Nine and wish the team all the best.”

A Nine spokesperson told Mediaweek, “Nine confirms that Seb Costello has resigned his employment. We wish him all the best.”

According to Calum Jaspan at The Sydney Morning Herald, Costello confirmed the news to the publication last week.

The incident

The resignation follows an incident in November where Costello and a camera crew pursued Mo Ahmed, a finance executive from Oak Capital, into a public bathroom at the InterContinental Hotel in Melbourne.

The incident involved Costello attempting to film and interview Ahmed over a cubicle door. Oak Capital is a firm currently facing legal action by the Australian Securities & Investments Commission (ASIC). Ahmed subsequently alleged assault, prompting Nine to initiate an internal review of the events.

At the time, a Nine spokesperson addressed the matter, stating: “While we are aware of a range of allegations made against Nine by an individual representing a company facing legal proceedings commenced by ASIC, we believe the legal claim has no basis.”

During the review period, Costello was stood down from his duties. According to a source with direct knowledge of the situation, Costello remained stood down at the time of his resignation.

Past incidents

The incident occurred several months after Peter Costello, Seb’s father and the former federal treasurer, resigned as chairman of the Nine Network. His resignation followed a separate incident involving a clash with The Australian journalist Liam Mendes at Canberra Airport.

The incident, captured on video, showed Mendes questioning Costello about Nine’s handling of harassment allegations against its former news director Darren Wick. Mendes later fell to the ground during the exchange, though Costello denied any wrongdoing.

Meanwhile, the younger Costello has previously been involved in another high-profile incident. In 2022, he was fined and placed on a good behaviour bond following a verbal altercation with two neighbours that was referred to the police. He avoided a criminal record.

Pictured: Seb Costello

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

Southern Cross Austereo (SCA) and the Australian Football League (AFL) have announced a new three-year partnership, granting SCA exclusive live audio broadcast rights for all AFL matches across the 2025, 2026, and 2027 seasons.

The agreement positions SCA as a primary destination for AFL content, delivering comprehensive coverage through its Triple M network and LiSTNR digital platform.

Increased content integration and market expansion

As part of the partnership, AFL-related content will feature more prominently across SCA’s flagship shows and digital platforms. The deal also includes a strategic focus on expanding coverage in AFL growth markets such as Sydney, Brisbane, and the Gold Coast.

Commentary teams will be based in Melbourne, Sydney, Brisbane, Adelaide, and Perth, offering in-depth match analysis and player interviews throughout the season.

Continued investment in AFLW

SCA has reaffirmed its commitment to AFLW, with comprehensive coverage of the competition, including finals. The broadcaster will also introduce an annual AFLW internship, providing a player with hands-on experience in media and broadcasting, further supporting career development pathways within the industry.

SCA CEO John Kelly said: “Southern Cross Austereo is proud to extend our partnership with the AFL, reaffirming SCA’s position as Australia’s leading AFL audio broadcaster. As the season begins tonight, we’re excited to continue delivering the most passionate, insightful, and entertaining footy coverage across Triple M and LiSTNR. Our long-standing relationship with the AFL allows us to bring fans closer to the game they love, and we look forward to another incredible season of footy.”

A new era

AFL executive general manager of finance, cubs and infrastructure, Matthew Chun, said: “The priority of the AFL was to provide fans with quality content and unrivalled free access to footy across radio platforms. Our radio partners will service more AFL and AFLW fans across the nation than ever before. It is important to us that our fans are able to consume live football all weekend, particularly when they aren’t able to get to a game.

“We want all Australians to have the best possible match experience on any platform of their choice, and we are proud to be partnering with Southern Cross Austereo and thank them for their continued support and commitment to delivering unparalleled content for our fans.”

The broadcaster says the agreement reinforces its focus on delivering comprehensive AFL coverage, with continued investment in both the AFL and AFLW. As SCA expands its reach, the partnership aims to provide more opportunities for fan engagement and content development across traditional and digital channels.

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

In today’s digital age, understanding why women engage with content has become the ultimate advantage for brands. Whilst metrics like attentive reach – anchored in the quality of the environment – have been dominating the conversation and are used to gauge impact, they no longer tell the full story.

Recent research conducted by Mamamia in collaboration with research company TODAY reveals that women’s content consumption is driven by deeper emotional and situational motivations, extending far beyond surface-level engagement and demographic targeting.

By tapping into these motivations, brands have the opportunity to move past outdated proxies for impact and forge meaningful, personal connections that drive impact and lasting results.

Enter the “4 C’s” – a framework that reveals the true driving forces behind women’s content consumption: Calm, Curiosity, Confidence, and Connection.

Calm: Creating space in a chaotic world

In a digital world often brimming with noise, it’s surprising that the very same space can offer what women crave most – a soothing balm for an overstimulated mind. The first “C,” calm, speaks to a woman’s need for an emotional sanctuary. Whether it’s a comforting podcast that allows us to decompress after a long day, or a social video that provides a sense of escape, the content we seek in moments of overwhelm is intentionally low-engagement, offering brief respite from daily pressures.

Think of it as a sensory-safe space – content that doesn’t demand much, but gives back in the form of emotional relief. Women in 2025 are looking for content that helps them “escape, indulge, and decompress,” offering quick breaks during the day and comforting distractions at night. Amidst our busiest days, slow content – something that requires little attention yet fits seamlessly into our multitasking lives – is a lifeline, offering emotional relief when we need it most.

Curiosity: Seeking new perspectives

While calm offers respite, curiosity drives exploration – fuelling women’s desire for deeper understanding and new perspectives In an age of information overload, curiosity has become a cornerstone of her content motivations. Women in 2025 are more discerning about the content they consume, seeking to filter out the noise and engage with thought-provoking ideas that challenge their perspectives. They’re not just consuming content – They’re exploring new worlds, examining complex issues through authentic and accessible lenses, and imagining alternative realities.

This presents a powerful opportunity to create content that doesn’t just inform, but also invites exploration. Women are not looking for surface-level discussions; they want to dive deeper into issues that matter, be it in the form of considered news consumption or alternative takes on pop culture. In this space, content isn’t just a passive activity – it’s an active tool for expanding opinions and understanding the world in new ways.

Confidence: Empowerment through practical advice

As women, we are navigating a world that constantly asks us to do more, and to be more. In this context, the third “C,” confidence, speaks to Her need for empowerment. But confidence is not just about motivation; it’s about practical advice that helps Her navigate life’s many challenges with a sense of agency and clarity.

Women are turning to content that helps them stay informed, make better decisions, and improve themselves. Whether it’s curating life moments, discovering new trends, or receiving practical “how-to” advice, content that builds Her sense of self and offers real, actionable insights is in high demand. Moreover, they are seeking content that reflects their experiences as women – stories that resonate with their lived realities, helping Her find the courage to embrace Her identity and advocate for informed opinions.

Connection: The power of relatable voices

Finally, the most fundamental need that women have when consuming content in 2025 is connection. In a world that often feels increasingly fragmented, She craves a sense of belonging – a community that understands Her, sees Her, and values Her. Women seek content that fosters relationships, both with the creators, and with others in the audience. This is the content that resonates deeply, allowing Her to relate through adversity, find comfort in familiar voices, and share her experiences with like-minded individuals.

By telling authentic, real-life stories of overcoming challenges and providing a platform for voices that reflect a woman’s diverse experiences by tapping into the deep human need for belonging. Parasocial relationships and the bonds we form with content creators and influencers, will continue to thrive as women look for content that feels personal and relatable.

For brands, deeper engagement with women lies at the intersection of context and motivation

The content landscape is shifting towards a deeper, more personalised understanding of audiences. Traditional demographic markers like age, income, and location are no longer enough to craft resonant content. In today’s landscape, it’s essential to focus on the emotional and psychological triggers that drive engagement. The 4 C’s- Calm, Curiosity, Confidence, and Connection – serve as guiding principles, emphasising the need to consider women’s emotional states and situational contexts when crafting content. However, the next level of personalisation involves understanding why women engage with content in a particular moment, beyond their demographic profile.

For instance, a woman might turn to content for empowerment when faced with a challenge, to escape from stress or monotony, to feel a deeper connection with others, or to satisfy her curiosity on a subject. Each of these moments represents a different underlying motivation. Therefore, the key question brands need to ask is: What is motivating her right now? Is she seeking validation, reassurance, new perspectives, or a break from the everyday?

This shift presents both a challenge and an exciting opportunity for brands to create deeply personal connections with their audiences. While it presents a challenge to move away from one-size-fits-all messaging, it also opens up an opportunity to create content that resonates on a more intimate level. To truly engage, brands must tap into the unique emotional triggers driving women’s content choices at any given moment.

By aligning content with motivation and context, brands can create more meaningful, authentic connections with audiences. This strategy goes beyond just meeting the expectations of different generations; it enables brands to engage with consumers on a much more individual and personal level. It builds loyalty because women feel seen and understood. They’re no longer just part of a broad demographic segment – they’re individuals whose needs, emotions, and motivations are considered in every piece of content they consume.

This approach, which prioritises emotional needs and motivation-driven content, is not just a fleeting trend; it is the foundation of sustainable content success in the years to come. Brands that can adapt to this new framework will be able to transcend traditional marketing boundaries and foster long-term relationships with their audiences, who now expect and demand content that speaks to them personally and authentically.

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

Bare Feat founder Chloe Hooper has teamed up with oOh!media and ACAST to launch a new podcast, The Limitless Equation, that aims to tackle self doubt.

The podcast is a year-long investigation and celebration of women, designed to help them unlearn their limits in business through investing in self-belief. The podcast features high-profile female leaders across media, marketing, and the creative industries who share their personal journeys, lessons, and unique superpowers.

The podcast is inspired by Hooper’s personal experience, despite being an entrepreneur and coach helping people to do what scares them most, she realised she needed to confront the issue her lack of self-belief was having on her.

“The Limitless Equation began as a personal journey for me in achieving self-belief,” Hooper said. “I sought advice from the incredible people around me, wondering: How could I be more like them? Their wisdom was too powerful to keep private. What I didn’t expect? So many shared the same struggles.”

“As Virginia Hyland said, ‘I got to 40 and thought, am I just going to carry on beating myself up with negative thoughts for the rest of my life?’ That hit me. This isn’t just my journey—it’s all of ours. This podcast celebrates extraordinary women and the rise of feminine leadership. But it became something more – many guests called it the therapy they didn’t know they needed. And honestly? I felt the same.”

Hooper added, when interviewing Melissa Doyle she said: “Whenever I was knocking down doors and trying to make something happen for myself my brain would ask ‘what’s the worst that can happen here?’, but I would then ask myself ‘what’s the best thing that can happen?’.”

Hooper said: “I have been using this approach when launching this podcast. It is so easy to get caught up in catastrophising what could go wrong, but it’s so exciting to think what could go right if this idea works. We may actually be able to change women’s experiences across the country.”

Each episode features incredibly talented guests such as Melissa Doyle AM, Tammy Medard managing director, Institutional Australia & PNG, Lisa Harrison chief executive, consumer insurance, Lyndelle O’Keefe, CEO and founder Match & Wood, who candidly discuss their self-belief journeys.

Cathy O’Connor, CEO oOh!media introduces and celebrates each guest at the beginning of every episode. Season two will be sponsored by Carsales Mediahouse who have jumped on board to sponsor our next 10 episodes.

The first 10 episodes of The Limitless Equation are proudly sponsored by oOh!media and ACAST.  “I couldn’t be more grateful to our sponsors for jumping onboard, there is such a genuine desire to make a difference,” Hooper added.

You can tune into the podcast on Spotify or Apple Podcasts

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

Independent digital marketing consultancy Orange Line has announced key leadership promotions and new hires as it continues its expansion

Aishling Farrell has been promoted to executive general manager, recognising her seven-year tenure and key role in leading major accounts while shaping Orange Line’s strategic direction.

“I’m incredibly proud to see Orange Line entering this next stage of growth with a leadership team built primarily from within,” Farrell said. “It’s exciting to expand our team to accommodate new opportunities while maintaining the strong culture and expertise that have driven our success.”

Gavin Chew has been appointed general manager, operations, a newly created role designed to support the agency’s rapid growth. Previously head of media, his seven-year tenure at Orange Line sets him up to streamline operations, drive efficiencies and ensure the team has the tools and support to continue delivering exceptional client growth.

“I’m incredibly passionate about the culture we’ve built at Orange Line, and I’m excited to focus on strengthening our operational framework and empowering our team to do their best work,” Chew said of his promotion.

Alberto Sanchez has been promoted from paid media senior director to head of media, where he will lead a team of over 20 specialists overseeing key accounts such as Fantastic Furniture and Abano Healthcare. The paid media team has also expanded with a series of strategic promotions and new hires, further strengthening its expertise and capacity to drive performance across key client accounts.

Orange Line has also strengthened its teams across data and analytics, paid media, communications and operations with a series of six new hires and five promotions, enhancing the agency’s capability to deliver deep insights, drive strategic decision-making, and support the agency’s continued growth.

The new lineup across the agency follows the recent appointment of Brian Collins who joined as head of growth.

David Einstein, co-founder of Orange Line, said: “We’re thrilled to welcome our new team members and celebrate these well-deserved promotions. Orange Line’s strength has always been our people, and these appointments reflect our dedication to fostering expertise, innovation and leadership as we continue to drive exceptional results for our clients.”

Top image
Back row, left to right: Kenneth Ridwan, Gavin Chew, Cybele Brown, Brian Collins, Alberto Sanchez, Terry Tsen, Oliver Meng, Olivia Mason and Michelle Tsai
Front row, left to right: Jessy Zhang, Rohini Manohar, Ana Reyes, Michelle Tam, Tess Botham-Barnes

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

Mediaweek’s Media Movers charts the biggest people moves in the industry over the past week.

Triple M Breakfast co-host Natarsha Belling announced this morning that she will be stepping back from her role alongside Beau Ryan and Aaron Wood after just six weeks in the role. The decision comes as she balances her television commitments with Seven News.

TEG has appointed Simon Cahill, head of commercial, and Jono Whyman, general manager of SXSW Sydney, as co-managing directors for SXSW Sydney. Cahill will also take on the role of TEG’s chief commercial officer while continuing his existing commercial responsibilities.

The leadership changes come as Colin Daniels steps down from his role as SXSW Sydney managing director, a position he held since the event’s launch in Australia. Daniels will remain involved with the festival as a member of the SXSW Sydney board and will continue his role as a founding partner of Handsome Tours.

Paramount Australia, the parent company of Network 10, Paramount+, Nickelodeon, and MTV in the local market, has named Kat Droulers as Queensland sales director – ad sales. This appointment finalises the company’s national sales leadership team under general manager – ad sales, Nick Bower.

Droulers, bringing more than 20 years of experience in advertising and media sales, will lead Queensland’s ad sales team, overseeing Paramount Australia’s metro and regional broadcast assets, 10 Play, and Paramount+.

John Beohm has jumped ship from BINGE to join Warner Bros. Discovery (WBD) as the local senior director of content planning and scheduling ahead of the launch of Max streaming service in Australia on 31 March 2025.

For the past four years, Beohm was the director of content at BINGE. Before BINGE, he also held content roles at SBS, Stan and BBC Worldwide.

Larissa Ozard has announced her next move following her departure from Seven last month, taking to LinkedIn to announce she has joined TEG general manager – marketing, live entertainment.

In the post, Ozard wrote: “VERY excited to share that I’ve joined the amazing team at TEG Pty Ltd as General Manager, Marketing – Live Entertainment. Big thanks to Geoff Jones, Tim McGregor and Rachael Carroll for the incredible opportunity!”.

Ozard stepped down from her as marketing director role at Seven after three-and-a-half years last month, after resigning from the company late last year.

After 14 years with Krispy Kreme Australia & New Zealand, Nicola Steele has been appointed global chief operating officer (COO) at Krispy Kreme’s global support office.

Steele will relocate to Charlotte, North Carolina, to join the company’s global leadership team as the iconic brand embarks on an ambitious international growth phase.

Steele’s journey with Krispy Kreme ANZ began as a crew member, before rising through the ranks to CEO, a role in which she oversaw significant expansion and market success.

Her tenure has been marked by strong leadership, innovation, and operational excellence, positioning Krispy Kreme ANZ as a key market within the brand’s global portfolio.

McDonald’s Australia CEO and managing director Antoni Martinez has announced his resignation after nearly 20 years with the fast-food giant, including three years at the helm.

Stepping into the role is Joe Chiczewski, McDonald’s Australia’s chief restaurant officer, who will transition into the leadership position over the coming weeks.

Chiczewski, who joined McDonald’s in 2012, has held key positions in strategy, finance, and operations. Before arriving in Australia in September 2024, he served as field vice president for the Northeast US, overseeing 1,500 restaurants. As McDonald’s Australia’s chief restaurant officer, he was responsible for over 1,000 restaurants across Australia and New Zealand.

Havas Group’s entertainment communications consultancy Organic Pacific has appointed Sarah Smith as acting managing partner as founding managing partner Annabelle Gigliotti steps back from the business following a cancer diagnosis.

Gigliotti tapped Smith for the acting role to focus on treatment following her stage four colon cancer diagnosis, which she has already completed a first round of chemo for, with positive results.

Smith has more than 20 years of experience in the entertainment industry career including roles as Foxtel group director of communications and PR, Stan head of PR – entertainment and sport, as well as stints with Endemol Shine, Warner Bros. Entertainment, ITV Studio Australia and Universal Music.

Initiative has unveiled its new strategy team lineup aimed at elevating the media agency’s strategy and product offering for client growth.

The team is made up of well-earned promotions and new appointments and follows the recent appointment of Tom Dodd to the national chief strategy officer role.

Stepping into Dodds’ previous role as national head of strategy is Ali Coysh who was previously Sydney, head of strategy; Tom Davies will take on Coysh’s role of Sydney Head of Strategy with the addition of Product to his remit.

Newly appointed Clare Graham joins the agency as Sydney strategy director bringing a creative mindset to the team; Tate Nalen takes on the role of Melbourne strategy director, working alongside Graham plus Charles Dangibeaud, Perth’s head of strategy.

Guardian Australia has expanded its political, business, and economics coverage with a series of key editorial hires and promotions across its Sydney and Canberra bureaus.

Tom McIlroy steps into the role of chief political correspondent in Canberra, bringing experience from The Age, Sydney Morning Herald, Canberra Times, and international outlets like the Houston Chronicle.

He is also the author of Blue Poles: Jackson Pollock, Gough Whitlam and the Painting that Changed a Nation. Joining him in the capital, Patrick Commins has been appointed economics editor after a tenure at the Productivity Commission. He previously covered economics for The Australian and spent over a decade as a columnist and senior writer at The Australian Financial Review.

In Sydney, Jonathan Barrett moves into the role of business editor after serving as a senior business reporter for the publication. He previously worked at AFR and Reuters. Luca Ittimani joins the business and economics team following a Scott Trust cadetship with Guardian Australia.

TBWA\Sydney has appointed Josh Taylor Dadds as its new head of strategy.

Taylor Dadds, originally from the UK, joins from Special New Zealand, where he served as the group strategy director for the past five years and helped the agency win Effectiveness Agency of the Year at both the NZ and APAC Effie Awards.

In his tenure with Special NZ, he led the strategy output for a range of regional and global clients including Entain Group ANZ, Optus, and Tourism New Zealand. Most recently, he helped local beer brand Export Ultra enlist Vanilla Ice to save New Zealanders from freezing their beers over summer.

Crikey has appointed Alisha Rouse as editor of the publication.

She joins Crikey from News.com.au where she served as news editor and was previously assistant editor of Daily Mail Australia. Before relocating to Sydney for that role, she was based in London where she worked at the Islington Gazette, Daily Mail and Fleet Street newspapers.

Rouse brings an understanding of “fearless, fun and impactful journalism” having worked for small and large-scale publications.

Enigma has appointed Simon Lee to the newly created role of chief creative officer and partner. He will oversee the independent full-service agency’s 80-strong team across Sydney, Newcastle, and Brisbane, as it enters a new phase in its 30-year history

As Enigma’s first CCO, and the first leader to join as a partner, Lee brings more than 20 years of experience to the role in leading independent agencies to creative excellence in campaigns for some the biggest brands.

Today the Brave has promoted Cosmo Haskard as client services director.

Since joining the independent agency, Haskard has played a pivotal role in leading accounts including Carnival Cruise Line, News Corp Metro & Regional Mastheads, StrangeLove Beverage Co. and Wendy’s.

Haskard’s has been integral to building strong relationships and driving impactful creative for the agency. He brings over a decade of adland experience from across three continents, including Zulu Alpha Kilo in Toronto, Canada, and adam&eveDDB in London, UK.

Fuller has welcomed the appointments to the independent brand creative agency, with creative director Niccola Phillips, and account directors Maeve Hughes and Nadia Rossi.

The new hires come follow the appointment of Kate Fuller as managing director, Sydney, to deliver east coast growth for the agency.

Phillips joins from her role as creative director at M&C Saatchi where she spent 12 years as head of art and CD. She has led campaigns for Australia’s biggest brands, including Commonwealth Bank and Woolworths Group, and worked across global clients including Mastercard, AMEX, Toyota, Audi and Volkswagen.

The founders of Spinach, Craig Flanders and Frank Morabito, have made three promotions to lead the Melbourne agency into its next 25 years as they step back from day-to-day operations.

Nicole Miranda, who joined the agency in 2021, will step up to the role of managing director from director of client services and previously worked with the agency when she was Head of Marketing at Liquorland.

Ben Willee, who joined Spinach in 2011 when the agency added media to its offering, has been promoted to executive director of media and data.

Dom Megna, who joined in January 2023, will oversee the day-to-day running of the creative department as executive creative director. Megna said: “Our clients are always looking for outsized impact and returns – they want an aggressive agency in their corner to get them there.

Hatched Sydney has appointed Tania Babela as investment director with Alex Curry taking on the role of senior account manager.

Babela joins from Kaimera where she was investment director for the past three years. Before that, she spent two years at Joy as the Sydney investment lead. In her new role, she will work across the independent agency’s full portfolio of clients.

BBC Studios has named Robi Stanton as executive vice president & general manager of global media and streaming for Australia and New Zealand. In this newly appointed role, Stanton will oversee content sales, channels and streaming, and advertising sales across the region.

With more than 25 years of experience in media and entertainment, Stanton brings a wealth of expertise in distribution, commercial strategy, marketing, and advertising sales. She is currently the commercial director for CNN International and has previously held senior leadership roles at Warner Bros. Discovery and Turner International.

Zitcha has appointed Jim Kane as vice president of sales – global, as the company continues to expand across international markets.

Kane led sales for Walmart’s Sam’s Club division at WPP’s Triad Retail Media, playing a key role in its integration following Walmart’s acquisition. He also helped launch the first retail media network in the sporting goods sector at DICK’S Sporting Goods and has advised C-suite executives on retail growth strategies.

He will be responsible for defining and executing Zitcha’s global sales strategy, driving revenue growth and expanding the company’s international footprint.

Journalist and media commentator Poppy Reid has teamed up with entrepreneur and investor Steve Grace to launch Curious Media, a new podcast company focused on exploring challenging and thought-provoking stories.

The venture aims to bring together a range of unique voices to engage audiences through candid discussions and in-depth storytelling.

Foxtel Cable Television Pty Limited has been found to have breached gambling advertising regulations during its coverage of an AFL match between Port Adelaide and Essendon in April 2024.

An investigation by the Australian Communications and Media Authority (ACMA) determined that a virtual banner promoting a gambling operator, displayed during Foxtel’s broadcast of the match, failed to include an adequate responsible gambling message.

Under the subscription television code of practice, gambling advertisements aired during live sports broadcasts must feature a responsible gambling message. ACMA authority member Carolyn Lidgerwood highlighted the importance of these regulations in mitigating gambling-related harm.

“If broadcasters are airing gambling advertisements during live sporting events, the responsible gambling message must be aired too,” Ms Lidgerwood said.

“These messages must emphasise the potential harms and risks of gambling if it is not undertaken responsibly. An ‘18+’ logo on its own is not an adequate responsible gambling message.”

Foxtel’s response and compliance measures

Following ACMA’s intervention, Foxtel took swift action to rectify the issue by ensuring a responsible gambling tagline was included in the advertisement.

As a result of the investigation, Foxtel has committed to additional staff training on the regulatory requirements surrounding gambling advertisements. The broadcaster will also report back to ACMA on the measures it is implementing to ensure future compliance.

A Foxtel Group spokesperson said, “We take our obligations regarding betting and wagering advertising seriously and continue to work collaboratively with the ACMA and advertisers in this regard.”

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

New research has revealed the growing anxiety around gender bias in AI with only 28% of people were aware of AI’s gender bias, according to the Team Lewis Foundation, supported by HeForShe.

After learning about it, over half (51%) expressed concern, while 66% believe governments should introduce regulations to ensure AI is free from gender bias.

The data revealed that public awareness of gender inequality has increased, but geopolitical issues have overshadowed the issue.

The Team Lewis Foundation surveyed 5,003 respondents from the general population aged 18 and above across a balanced and diverse group of ages, races, and gender, from 10 countries, including the US, UK, UAE, Australia, China, France, Germany, Netherlands, Singapore, and Spain.

The research, released for International Women’s Day, shows that gender equality remains a key societal issue and that women’s rights remain under threat due to workplace inequalities and online abuse.

The data revealed over 75% believe companies still need to implement policies for women in the workplace, while one-third of women (32%) have reconsidered their employment due to their company’s in-office policy.

Of the one-third of women who have reconsidered their employment due to their company’s in-office policy, 45% say the reason for reconsidering is inflexibility at work. Additionally, only 17% of women received a pay rise in the last year, compared to 24% of men.

In terms of leadership, women continue to be underrepresented. The percentage of women in senior management roles declined to 53% this year vs. 56% in 2023 and 2024.

Concerns about sexist rhetoric on social media is also high – particularly among Gen Z (80%) and Millennials (76%). Over a third believe that content moderation should be strengthened on TikTok (38%), Facebook (36%) and Instagram (35%).

The report outlines the actions that can be taken to support equality. Women want men to advocate for equal leadership opportunities (39%) and challenge gender-based discrimination (39%) in the workplace. The research revealed that men are prepared to step up. When questioned, men said they feel most comfortable advocating for equal pay (41%), calling out discrimination (37%) and sharing household or childcare responsibilities (35%).

“Rights, equality and empowerment remain vital to global prosperity,” Vesna Jaric, global head of HeForShe, UN Women, said.

“We cannot afford to sit on the sidelines. Equality is everyone’s responsibility. 2025 is the year for men and boys to stand alongside women and girls to help make change happen.”

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

Sparro by Brainlabs has appointed Emily Searle has been appointed as planning director.

Searle joins the independent digital marketing agency with nearly 25 years of experience in media and publishing. She will work closely with media and growth lead, Gino Hadiutomo, and managing partner, Sarah Davidson, to lead the direction of media planning in the business. Davidson was promoted to managing partner in November 2024 after a year in the 120-person agency group, including creative agency, Jack Nimble.

“I am so excited to join such an incredibly successful agency. There’s a huge opportunity to support both new and existing clients in engaging upper-funnel audiences and helping build brands. I can’t wait to see where we can take the agency.”

“The way these guys use data to make decisions is incredible — it’s been refreshing to work alongside that capability and use it for better planning and measurement of media,’ Searle added.

Sparro by Brainlabs currently holds a roster of around a dozen full-funnel media clients including Under Armour.

Sparro co-founder, Cameron Bryant, said that adding a planning director to the team was a vital next step towards growing this list as more clients demanded sophisticated integration between digital and offline media.

“We’re proud to have Emily direct our above-the-line media planning team. We’ve been upskilling our digital specialists for years, as well as making multiple mid-weight hires across planning, buying and programmatic — and now Em brings a wealth of experience and insight to the team,” said Bryant.

“Offline media is one of Sparro’s fastest-growing service offerings. A number of our existing clients now spend the bulk of their marketing budgets on digital channels and many of them are consolidating their agency villages — keeping us as their digital agency of choice and entrusting us to bring the same data-driven decision-making to offline media planning.”

“Clients are extremely clear with what they want: more attribution through the whole media funnel. We’re focused on delivering just that.”

Top image: Cameron Bryant, Emily Searle, Gino Hadiutomo

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

Crikey’s latest coverage of the gender pay gap in Australian media companies has once again placed News Corp squarely in the firing line. In its recent reporting, the independent news outlet framed the issue as another strike against the Murdoch-owned giant, despite broader industry-wide trends that suggest a more nuanced reality. Notably, Crikey’s piece featured News Corp prominently in the headline, “Gender pay gaps getting worse at News Corp, latest figures reveal”, reinforcing its apparent fixation on the company even when larger industry-wide issues exist.

Selective reporting and missing context

At the heart of Crikey’s argument is the claim that News Corp’s gender pay gap has widened, yet their coverage conveniently glosses over key contributing factors. According to the Workplace Gender Equality Agency (WGEA) figures, the median gender pay gap at Nationwide News, publisher of News Corp’s newspapers, increased from 9.4% last year to 14%. However, Crikey largely ignores the context: the company has undergone significant restructuring, with redundancies primarily affecting lower-earning staff, naturally shifting the overall balance of salaries towards higher-paid executives, a group still predominantly male across the media sector.

A News Corp Australia spokesman told Mediaweek, “Crikey’s report is inaccurate. News Corp Australia’s median gender pay gap is 5.6 per cent, far better than the industry average and ironically better than Crikey’s parent company Private Media claims for its own workforce.”

Crikey’s willingness to overlook similar, or worse, statistics elsewhere raises questions about its editorial priorities. The biggest gender pay gap in Australian media belongs to Australian Community Media (ACM), sitting at 27.6%, yet it barely receives a mention. Private Media, Crikey’s own parent company, reported a 6.28% gender pay gap, perhaps not headline-worthy in their own estimation, but one might argue that an organisation should be cautious about throwing stones when its own house isn’t entirely in order. Crikey itself has an average pay gap of 23.7% in favour of women, a detail notably absent from its critique of others.

Furthermore, Crikey’s reporting creates a misleading impression when it attempts to associate Foxtel’s gender pay gap with News Corp. The median gap at Foxtel rose from 9.8% to 14.1%, but News Corp does not operate Foxtel, making any implication of direct responsibility inaccurate.

Press council concerns and news corp’s response

Crikey’s coverage has also raised concerns regarding compliance with the Australian Press Council’s General Principles. General Principle One advises media outlets to avoid publishing inaccurate or misleading information, while General Principle Two requires that any inaccuracies be corrected promptly. News Corp formally requested that Crikey issue a correction to align with these principles, and Crikey has since amended its article, clarifying that the gender pay gap increase applied specifically to News Corp’s newspapers, not the company as a whole.

A statement from News Corp Australia provided to Mediaweek said, “Aligned to WGEA reporting requirements, News Corp Australia continues to make reducing the gender pay gap a priority. Our pay gap continues to reduce year on year and remains significantly lower than the average for employers in our industry. While this is a continuing positive trend, we remain committed to additional efforts that will result in further reductions.

This year, the results of the News Pty Limited Corporate Group – which implements the NCA strategies for addressing the gender pay gap – will be displayed alongside the results for our six employing entities.”

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