“It’s been a year about growth, and it’s going to continue to be all about growth in every possible form that manifests,” John Sintras, president, US and multinational, Mutinex, told Mediaweek. He was speaking to us from his New York base.

There is plenty for Sintras to be optimistic about following the company’s big year of expansion, new product launches, appointments, and its recent $17.5m funding, bringing its value to $132.5m.

The last year has seen Henry Innis, global CEO and co-founder, relocate to New York to guide the company’s expansion. He brought on the likes of Jonathan Fox as director of client services, Danny Bass as chief revenue officer, and Mat Baxter. Baxter made the surprising decision to exit his role as APAC CEO and transitioned into the role of board advisor.

Mutinex also launched DataOS, a solution to reduce data provisioning for marketing projects, alongside its GrowthOS market mix modelling tool. The company also introduced its AI-powered offering, Hendren, to the market which Innis called “a business consultant in your pocket.”

“All about making decisions that accelerate growth”

World domination is on the cards for the company, with Sintras forecasting growth for the company and its clients.

“We’re a team of people obsessed with growing ourselves but growing our clients because that’s how we grow. The platform is all about growth and making decisions that accelerate growth.”

Having spent his career on different sides of the industry and in various executive roles, he said that while he has “seen it all”, he loves that Mutinex has allowed its people to own their impact.
 
“There’s no hierarchy. There’s no preciousness. We’re all leaning in.”
 
“It’s a very fast-moving company with no bureaucracy. Often hectic. Often too much to do, but that’s what’s so exciting about it.”
 
With the fast-paced nature of Mutinex, Sintras noted that the MMM platform is attracting people who want to make an impact in the industry.
 
“The gravitas of what marketing contributes globally is really what we’re looking to solve, to help marketers be validated, have their voice heard in the boardroom, and to get the validation of the work they do growing businesses.”

“A source of truth” for clients

While financial headwinds and budget cuts have impacted the industry, Sintras said Mutinex has been an essential platform as a “source of truth” for their clients.

“Particularly with the clients I work with in the US, we have been integrated into how they work and make monthly, quarterly, and annual decisions.

“The value that marketing has contributed is reported all the way up into board reporting and presenting those reports.”

Sintras noted that if a budget is cut, Mutinex can quickly run scenarios and show the exact impact on sales, revenue, and KPIs.

“That’s what our platform is all about. If the inevitable happens and they (the client) do have to cut, at least they can cut in the most judicious and strategic way to do the least possible damage to the muscle of the business.

“Conversely, we’re there to help them grow and spend even more money to drive a bigger result. We operate at both ends of the spectrum, all in between.”

“There’s more to do than there are resources.”

Looking ahead, Sintras said the industry can expect Mutinex “to take nothing for granted” and to continue its quest to solve clients’ pain points across varying times, portfolios, geographies, channels, products, formats and publishers and deliver use cases.

“As they (clients) get more and more experience with our platform, they keep giving us feedback on what they’d like next.

“We’re excited about the roadmap over the next 12 months. I can’t talk about it in detail, but there’s more to do than there are resources,” Sintras added.

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Top image: John Sintras

ARC Funds Limited revealed this month it had executed a binding agreement with ausbiz Group Pty Ltd to acquire a minority 30% equity interest in ausbiz Capital Pty Ltd, currently a 100% subsidiary of ausbiz Group.

ausbiz is an independent streaming platform that covers the financial market. The founders and major shareholders are Kylie Merritt and David Koch (pictured above).

Merritt recently spruiked ausbiz to advertisers at Independent’s Day where she detailed how it provides the only TV service covering the local sharemarket. ausbiz interviews 25 market experts each day across five hours of live content daily. It also publishes two newsletters and two podcasts daily.

About ausbiz Capital

ausbiz Capital, part of ausbiz Group, is a new business established to offer what is described as “high-quality financial products and services” to ausbiz Group’s subscriber base. ausbiz has reported that subscriber base currently exceeds 110,000. This new business is led by Simon van Es and plans to launch initial products in November 2024. Simon van Es Founder is the founder of Finance News Network (FNN), a financial news syndicator that supplied business news content to financial institutions. He was recently COO of TZ Limited.

The new business will initially offer ausbiz Group subscribers direct access, via its proprietary web & mobile platform, to a range of financial products including:

• Term deposits & high-interest savings accounts
• Capital Raisings
• Alternative Investments with a core focus on income
• Model Portfolio and Trading Services
• Managed Funds
• Digital Investor Relations Services and Company Promotion (via ausbiz TV)

The initial agreement between ausbiz Group and ausbiz Capital is an exclusive three-vear term where ausbiz Group will provide ausbiz Capital’s marketing & promotion services to Ausbiz Group’s existing database.

The board of ausbiz Capital will comprise of Simon Van Es (managing director), Wayne Mo and Scott Beeton. All board members have a track record in creating, building and running similar financial services businesses.

The ausbiz team when it launched in 2020

Key financial terms

ARC will initially invest $670k for a circa 22.3% interest in ausbiz Capital in the first tranche.

ARC will then make a further commitment of $330k, which will be divided equally across another two investment tranches, with the second tranche scheduled for around January 2025 and the third and final tranche scheduled for around April 2025. On completion of the final investment, ARC will own 30% of ausbiz Capital for $1 million. This transaction is governed by a subscription agreement and an ongoing shareholders agreement containing standard commercial terms.

Why ARC is investing $1m in Ausbiz Capital

ARC Funds explained its current business model is the provision of Australian Financial Services Licensing, Fund Trustee and Fund Administration services to Investment Managers.

“Our limitation to date has been the ability to market, promote and distribute funds on a broad scale. With this strategic investment by ARC Funds into ausbiz Capital we now have the opportunity to be a strategic investor in a business that provides true end-to-end solution for Investment Managers.

“This investment is the first step of our expanded strategy where we are currently examining new opportunities to expand our overall business with an aim to empower all Australians with access to investment opportunities across a range of asset classes and investment strategies.”

Scott Beeton, ARC Funds managing director, added: “This strategic investment with ausbiz Capital is a very exciting milestone for ARC in its quest to rapidly expand its business. I am also very excited to work again with Simon and to assist him to develop ausbiz Capital into a leading financial services firm for self-directed investors.”

Kylie Merritt, co-founder and managing director ausbiz Group said: “Through its media business, the ausbiz Group has built a highly engaged subscriber base. We welcome ARC’s investment into the new ausbiz Capital business as we continue to find innovative and effective ways to connect our investor base with quality ideas and opportunities.”

Simon Van Es, managing director of ausbiz Capital, added: “After careful evaluation of several strategic partners, we are excited to collaborate with ARC Funds to bring this unique business venture to life through ausbiz Capital. This partnership represents a key milestone in establishing a business designed to bring value and opportunity to self-directed investors.”

See also: Kochie and Kylie flick the switch on ausbiz streaming service

Broad Radio and MECCA M-POWER, the beauty retailer’s movement for social change, have joined forces to mark the International Day of the Girl with a two-part podcast series Girl Spirit, featuring the voices of teenage girls, expert guests and Broad Radio’s co-founder Jo Stanley (pictured above).

International Day of the Girl, on 11 October, is a day to reflect on the challenges girls face, celebrate their potential, and explore how they can be supported to thrive.

Girl Spirit will celebrate, support and learn from teenage girls, a demographic vastly underestimated. Their ideas and experiences aren’t just worth hearing – they’re essential for creating a better world.

Girl Spirit targets teenage girls and their parents and caregivers and has been released on the Broad Radio Podcast Network ahead of International Day of the Girl on 11 October. It will also be streamed on the Broad Radio live platform over the weekend on Saturday 12 and Sunday 13 October.

Girl Spirit guests

Episode one will feature Chelsey Goodan, author of Underestimated: The Power and Wisdom of Teenage Girls. Listeners will also hear from a diverse range of Australian teens. This episode is for parents and caregivers with a teenage girl in their life, and will offer up an opportunity to better understand, connect and, perhaps, heal the teenage girl inside of us.

Episode two includes Fiona Sanford, CEO of The Flourish Journey, a MECCA M-POWER partner and preventative mental health and emotional intelligence charity that delivers rites of passage programs for teenage girls. The episode also spotlights two incredible young people – Az and Tessa – who both took part in The Flourish Journey’s program and now work within it. Girl Spirit amplifies the voices, stories and experiences of teenage girls, empowering them to reach their full potential and become the best versions of themselves.

Jo Stanley said: “Being a teenager can be tough. And it’s also not easy to feel like you’re doing a good job as a parent. These two powerful episodes complement each other in providing useful tips and toolkits to caregivers and girls alike. We want teenage girls to connect with their incredible power and wisdom, and we want to help parents connect with their daughters. Maybe they can even listen to the podcasts together!”

The podcast is supported by MECCA M-POWER whose initiative is to drive meaningful progress towards gender equality, in our lifetime. MECCA provides philanthropic support to a collective of social change makers and uses its platform to educate and engage its community, including through impactful campaigns like this one. This year MECCA’s M-POWER campaign, including the Girl Spirit podcast, is looking to encourage girls to develop a positive and empowering relationship with beauty.

Lisa Keenan

MEECA’s Lisa Keenan

MECCA M-POWER’s executive director, Lisa Keenan, said: “We know how important experimenting with beauty can be for teenage girls and boys beginning to discover who they are. Our hope through this campaign is to remind them that beauty should be something emboldening – not something to mask who they are, but to light them up – so they feel empowered to strive for a better, more equal world.”

Broad Radio’s Janella Pash, head of partnerships, added: “Broad Radio is thrilled to partner with M-POWER for this special event celebrating International Day of the Girl. This collaboration is designed to empower our girls by giving them a voice and ensuring their needs are front and centre for parents and caregivers. With Broad Radio, we have a unique opportunity to create impactful content – whether through podcasts or live broadcasts – that drives meaningful change and inspires action. Having worked in media for over 20 years, seeing an entire station dedicated to driving this change is something incredible to be part of.”

The media start-up, Broad Radio, was created by radio broadcaster Jo Stanley, and creative digital producer, Darren McFarlane, as an empowering space of diverse women’s voices, and smart and uplifting conversation.

See also: Broad Radio reveals on-air team as regular broadcasting starts via new app and online

The idea was born when Stanley – the former co-host of two #1 FM breakfast shows over her 20-year radio career – realised many women were being ignored, dismissed or underestimated by mainstream media, and there was a raft of listeners out there whose clever conversations needed to be reflected in the content we consume.

From child and forced marriage to being denied an education, all around the world, girls are still subjected to exclusion, inequality and human rights abuses every single day. And while remarkable progress has been made on gender equality, too many barriers remain that hold girls back from reaching their full potential.

To mark International Day of the Girl today on October 11th, humanitarian and girls’ rights charity Plan International Australia – together with its 2024 youth advocates and celebrity ambassador, Hollywood actor Phoebe Tonkin – has joined forces with streaming service Stan to provide an inspiring selection of movies and television that smash gender stereotypes and champion girls in all their diversity.

Launched on International Day of the Girl, an exclusive collection of 25 films and television series, specially curated by Tonkin and 15 Plan International Australia youth advocates, will be available to watch on the Stan platform for one week.

“Film and media can be profoundly influential. Although there has been progress – with an exciting and growing number of diverse filmmakers making more positive and authentic depictions of women and girls in all their diversities – women are not nearly portrayed enough as leaders on screen, and when they are they’re far more often sexualised than men. This undermines girls and can have a real impact on their aspirations,” said Tonkin.

“When films, TV shows and the media reflect the diversity of young people – including our experiences, emotions and opinions – we feel empowered to be ourselves and to be proud of who we are. The greatest example of this is how spotlighting women and girls in sports, such as the Matildas most recently, has encouraged young girls to get into sports. Films like Whip It! and Bend it Like Beckham exemplify this and show girls that they are strong and deserve to be on the sports field, not just boys,” added youth advocate Tegan.

As a leading humanitarian and girls rights organisation, Plan International led a coalition of supporters to lobby the UN to create International Day of the Girl 12 years ago. And Plan continues to rally its supporters and friends to amplify girls’ voices not only on this day, but every day.

Stan Original Bump Season 1: Angie Chalmers (Claudia Karvan) and Dom Chalmers (Angus Sampson) at hospital with Oly’s new baby and hospital counsellor (Ana Maria Belo)

Full list of films and television series available on Stan

Angus, Thongs and Perfect Snogging
Bend it Like Beckham
Bride and Prejudice
First Wives Club
Frida
Mamma Mia!
Portrait of a Lady on Fire
Relic
My Brilliant Career
Promising Young Woman
Suffragette
Whip It
Bump
Call the Midwife
Minx
Such Brave Girls
The L Word: Generation Q
I am Woman
Belle
Edge of Seventeen
The good fight
Little Bird
We are Parts
The Originals
Vampire Diaries

See also: Stan has ordered more Bump from Rough Diamond as series breaks records

By Guy Jarvie, general manager at NP Digital ANZ

In a tight market where budgets are always under pressure, challenger brands need to put the client first if they want to build lasting relationships. Guy Jarvie, general manager at NP Digital ANZ, shares what businesses should look for in a digital agency partner. 

As someone who cares a lot about keeping strong client relationships, a recent stat I came across really stood out. In Australia, research shows nearly 70% of small businesses drop their digital marketing agency within a year¹. That’s a pretty shocking number, so here are five things agencies can do (and brands should watch for) to make sure those relationships last.

Prioritise client retention from the start

It might seem like a no-brainer, but start with a clear focus on keeping clients happy. Be upfront from the get-go—lay out the key performance indicators, explain how your fees and strategies work, and make sure clients know that transparency is baked into your process.

Do what’s right for the client, always

Agencies that focus on their clients’ success will win in the long run. That same research I mentioned earlier found that more than 50% of small businesses felt they were being sold services they didn’t need. A client-first mindset means doing what’s best for the client, even if it means passing up a quick win for the agency.

Stick to the business metrics that matter

There are heaps of metrics in marketing, but not all of them actually lead to business success. Our focus at NP Digital is on business metrics rather than just media metrics, making sure we’re delivering real results for our clients. That sometimes means tough conversations need to be had, but it’s all about setting them up for long-term business success.

Set yourself apart with culture

Building a great team is key, but soft skills are just as important. How your team solves problems, the value they bring to the table, and what they learn from each project can make all the difference. Focusing on values like honesty, transparency, and accountability will build the trust needed for enduring relationships.

Share your tools and knowledge

Real partnerships happen when clients see their agency as more than just a vendor. Something I’ve observed in my time at this agency is our partners appreciate that we share our proprietary tech for free, because it helps them get a better handle on their campaigns and strengthens our relationship.

My final bit of advice: think beyond the bottom line. Chasing quick profits while losing clients isn’t a winning strategy. Build for the long term, and you’ll keep your revenue steady while also growing your reputation through client referrals.

¹ Source: Surging disputes between SMEs and digital marketing companies, Smart Company, Jan, 2024

Meta has shared its feedback on the South Australian Children (Social Media Safety) Bill 2024 as part of the SA Government’s consultation process

The bill seeks to protect children from the harms of social media. It proposes restricting access to social media for children under the age of 14 and introducing parental controls for children aged 14 and 15 to protect them from these harms.

The parent company of Instagram and Facebook is building on its engagement with Hon Robert French AC in the consultation process to prepare the Report of the Independent Legal Examination into Banning Children’s Access to Social Media.

In its submission, the tech giant said, “Meta shares the South Australian Government’s objective that young people should have an age-appropriate experience online.

“This is why we invest significantly in policies, technology and partnerships to promote a safer online experience for all of the people who use our services and especially young people.”

Meta said: “We have steadily increased our investment over the years and now have around 40,000 people overall working on safety and security and have invested over US$20 billion since 2016. This includes around US$5 billion in the last year alone.”

The tech giant has also continued to expand its proactive detection technologies to identify and action problematic content. It said that its proactive rate against content such as terrorism, child exploitation, or suicide and self-injury is over 95%, according to Meta’s Transparency Centre Q2 report.

“The privacy, safety, and wellbeing of young people on our platforms is essential to our business. Our policies prohibit problematic content, including content or behaviour that exploits young people, and we work closely with experts in mental health, child development, digital literacy and more to build features and tools so that teens can connect online safely and responsibly.”

Meta said they are committed to investing in the privacy, safety and security space. “Ensuring that young people receive age-appropriate experiences is a responsibility we take seriously.”

The platform said that its approach is guided by three principles: responsible empowerment of young people, age-appropriate safeguards for younger users and innovative technologies to provide age-appropriate experiences.

Meta added: “We want to be clear that we are not recommending this approach in order to divest Meta of our responsibility to ensure safe and age appropriate experiences for teens across our services – a narrative that has gained momentum in some circles but is very much misguided. We make this recommendation based on our long experience in building online safety into our products and services.”

Meta also said that it has also made suggestions to the SA Government to highlight where the drafting appears to lead to unintended negative consequences.

“To illustrate this point with a local example, at present, under the current language proposed, an app provider could potentially be liable if a 13 year-old viewed the well-known video of a tour with the Calypso Star Charters11 that was originally posted on their Facebook Page and was shared by a family member in a family group chat.

“It is challenging to see how restricting young people from enjoying the small business entrepreneurship and beauty of South Australia in this way, which social media enables, is within the intended scope of the Bill.”

Amplify will showcase top creators and industry leaders shaping the future of brand engagement on social media at The Creatorverse to SXSW Sydney on Wednesday, October 16.

The creator economy agency‘s event will bring together speakers from global brands like TikTok, PepsiCo, Telstra, Estee Lauder and Feastables to discuss the latest strategies in the creator economy.

It will also feature high-profile creators such as Georgia Productions, Kat Clark and Chebbo who will explore how brands and creators can collaborate to drive growth, build communities and navigate the fast-changing world of social media and creator marketing.

Alex Reid, co-founder and director of Amplify, said: “The universe of creators can be confusing, so we built The Creatorverse to make sense of it. It’s a place where the people shaping the industry—both brands and creators—can come together. Whether it’s learning how to stand out on platforms like TikTok or understanding how to work directly with creators, this event offers practical strategies to help brands navigate the digital landscape.”

Event highlights include a panel on how brands can develop unique voices and harness community-driven platforms like TikTok to drive viral success (How to Create Buzz on Your Social Channels), a discussion on diving into the evolving creator landscape and exploring the tools and strategies brands can use to stay ahead in the fast-paced world of content (How to Win at the Content Game).

The Creatorverse will also host a panel exploring how brands are shifting their media strategies to work directly with creators, and the growing impact of creator marketing on brand presence (Are Creators the Next Big Media Channel?), and a discussion on how creators can scale their brands while maintaining authenticity, offering practical tips on navigating everything from product development to long-term brand strategy (Selling Out: Selling Your Brand Without Losing Your Soul).

Tom Maynard, co-founder and director of Amplify, said: “Brands that are embracing creators are seeing real success in engaging audiences and driving impact. This event is about showing other brands what’s possible when they tap into the creator economy. It’s a chance to see how collaboration can transform their approach to social media and brand building.”

Amplify will host an AI-themed networking party where AI has been programmed to curate everything from the catering to  conversation starters. The evening will feature food from Chebbo’s Burgers and Catherine Desserts, with entertainment by DJ Liam Conner.

“The AI after-party is a fun twist we added to spark some buzz,” Maynard added. “We thought, why not let AI plan the event? It’s a way to celebrate the future of tech – and let’s see what happens when we hand over the reins. What could possibly go wrong?”

This week’s Meeting of the Minds sees Aishling Farrell and Ayaki Ito from digital marketing agency Orange Line reveal their leadership heroes, current streaming binge, and career goals.

The Mediaweek series showcases diverse perspectives, thoughts and opinions by bringing together two different points of view from an industry rookie and an experienced expert.

Aishling Farrell, general manager – Orange Line

Favourite podcast/read – Work Life with Adam Grant is a staple.

Current streaming binge –  Emily in Paris. One of my first jobs was in Paris. Although my French friends might roll their eyes reading this, I find aspects of the show, particularly what it’s like as a foreigner entering a Parisian workplace, hilariously accurate.  

Guilty pleasure content – It has to be Star Trek. Growing up, one of my best friends was a huge fan, and his whole career is now based around Star Trek. I love keeping up with it as it’s something I can share with him, and it keeps us connected even though I moved to the other side of the world.

What do you have on repeat – Music, and I like everything. I move from classical to pop, to metal to Irish trad music. I never stick to any mood.
 
Best career advice – When someone underestimates you, particularly if you are a woman, it says more about them than it does about you, and you have the advantage from that point on. They’ve made it very easy for you to impress them. Just make sure that the next time you work with them you are overprepared.
 
Leadership hero –  Indra Nooyi, she’s one of the world’s top CEOs, and is most well known as being the former CEO of Pepsico. I’ve been following her since I was a teenager, and to this day, the perspectives she shares resonate with me the most. In my 20’s I may have overly taken to heart her point of view that in order to be successful, you had to outwork everyone else. In my 30’s, I love her honest discussion on juggling a big job and a big family. She’s brutally honest about her experiences, which I respect.
 
Best training course/session –  I thoroughly recommend buying ‘You Can Be Yourself Here’ by DDS Dobson-Smith. They are a former manager of mine and the former Head of Training & Culture at Essence. Imagine having the lessons from the manager who taught you the most new things in a tiny book. When they published it, and I was reading through it nostalgically, I thought, wow, what a gift.
 
I wish someone had told me –  Nothing is as permanent as it feels, businesses move fast, change is constant.
 
Favourite place to network – Anywhere, anytime, with anyone. I have the stereotypical Irish gift of the gab, and I love meeting new people.
 
Something that’s surprised you about the industry – I moved from London circa 2016 and there were lots of things about the industry in Australia that surprised me. But it was the calibre of marketing thinking that comes out of Australia that blew me away. The Ehrenberg Bass Institute has in some ways, kept Australian marketers ahead for years, embracing concepts that the rest of the world is only now catching on to.
 
What is your hot take on the industry – That we shouldn’t be advertising to children in any circumstance, and we all need to do whatever is in our power to dissuade this practice.
 
Career goal for 2024 –  To ensure broader awareness of the amazing work that our team has been doing over the last few years. The Orange Line story is a unique one. I can’t think of any other agency in Australia working on the types of projects that we get invited to work on.

Ayaki Ito, paid media manager – Orange Line

Favourite podcast/read – Any novel written by Patrick Gale, I want to read everything he has written before I turn 30.

Current streaming binge – I am not a TV series person, but I have been recommended to watch The Bear by many of my colleagues, as I am quite passionate about cooking, so I’ll give it a go!

Guilty pleasure content – Fishing videos – it’s the perfect light content when you just want to turn your brain off.

What do you have on repeat – Suchmos, a Japanese jazz/rock group

Best career advice – Wherever there is danger, there lurks opportunity; whenever there is opportunity, there lurks danger. The two are inseparable. They go together. So don’t be afraid of taking risks!

Leadership hero –  I would have to say Gavin Chew, our Head of Media at Orange Line. He is committed to helping others grow and is always listening with genuine care (he owes me a coffee for this!)

Best training course/session –  I personally learnt everything from all the talented people I have worked with over the years. People are the best training resource, you just need to ask them for help!

I wish someone had told me – If you’re a hard worker and you enjoy what you’re doing, the hard skills will come to you naturally, but what really gets you far are the soft skills.

Favourite place to network – Networking isn’t my forte, but as my career grows it’s something I’d like to improve on. It’s always nice to meet others in the industry and connect over the thing we love to do.

Something that’s surprised you about the industry – All the best creative ideas can come from anyone and anywhere. I have seen one of the best creative ideas born in the kitchen by IT people, making sandwiches.

What is your hot take on the industry – The quality of ads that actually make an impact is dropping as fast as our attention spans. It’s as if brands realised that to catch our scrolling thumbs, all they need is a five-second clip of a dancing llama, and we’ll eat it up – welcome to the fast-food version of advertising!

Career goal for 2024 –  To step up as a manager where I can focus on developing my soft skills, particularly in managing and mentoring individual team members. I want to help people grow professionally, offering guidance and support as they navigate their own career paths.

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To take part in future editions of Meeting of the Minds, please email: [email protected]

Past editions of Meeting of the Minds.

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Top image: Aishling Farrell and Ayaki Ito

While Apple, Microsoft, Amazon, Google and Samsung were the top five Best Global Brands in Interbrand’s 2024 ranking, the brand consultancy’s report revealed a lack of investment in long-term brand strategy has left these global brands with at least $US3.5T of unrealised value.

Interbrand’s Best Global Brands Report, which has analysed brands since 2000, found that while performance marketing tactics can drive short-term financial gains, there is a need for long-term brand strategy.

The last year has equated to $US200B of lost revenue, while the cumulative value of the world’s most valuable brands has increased 3.4x since Interbrand first published its ranking (from $US988B to $US3.4T).

“If these brands had been treated and managed as strategic growth assets, then this table could be worth as much as $US6.9T,” Gonzalo Brujó, global CEO of Interbrand, said. “The growth we see hides a staggering missed opportunity.”

Nathan Birch

Nathan Birch, CEO of Interbrand Australia, said: “I’m delighted to see for the first time an Australian brand mentioned in the report – Who Gives a Crap –  fast becoming a global brand icon, but or report highlights a concerning trend: an over-reliance on short-term performance tactics has cost the world’s most valuable brands $US3.5 trillion in cumulative brand value since we started our study.

“This ‘efficiency tax’ is a wake-up call for Australian businesses. While operational efficiency is important, it shouldn’t come at the expense of building strong, desire-driven brands that can drive exponential growth across multiple arenas.

“Brands are moving from ‘finding customers for your competencies’ to ‘building competencies around your customers’. It’s allowing brands to expand beyond traditional category boundaries and tap into new arenas of opportunity.
 
“Our analysis shows that for every point increase in the combined role of brand and brand strength, businesses can expect a 2.3x return on their stock price. This underscores the critical importance of the brand as a competitive moat and long-term growth driver. Australian brands need to ask themselves that investing in brand is not just about making gloriously creative TV ads and performance marketing; it’s about creating sustainable business value.” 

Apple holds the top spot

Apple remains the most valuable brand, but its brand value has dropped for the first time in over two decades (-3%).

Greg Silverman, Interbrand’s global director of brand economics, said: “While others rushed into AI, Apple took a more deliberate path to ensure its AI releases matched its values. This slower-moving act of leadership has put long-term trust ahead of short-term revenue gains.

“Following these brand moves, Apple’s stock has moved up 20% YTD and we anticipate that Apple’s value will increase in the 2025 rankings.”

Automotive brands dominate 2024

The list found 14 of the top 100 brands of 2024 are automotive, making up more than any other sector in the ranking. Three auto brands – Toyota (#6), Mercedes-Benz (#8) and BMW (#10) – appear in the top 10. However, not all auto brands have achieved such success. Tesla (#12) has one of this year’s largest declines in brand value (-9%). Meanwhile, Kia (#86), Hyundai (#30) and Toyota (#6) achieved double digit growth.

Top-tier luxury shows resilience through innovation

Luxury’s brand value continued an upward trajectory (+7%, up from + 6.5% last year), extending relevance by creating new consumer experiences and expanded digital touchpoints, demonstrating powerful creativity that taps into the human condition.

Ferrari (#62) captured this year’s spot as the top-rising brand, with +21% brand value growth. Louis Vuitton jumped three places (#14 to #11) with Hermès (#22) and Prada (#83) two of the biggest luxury brand risers this year, seeing brand value growth of +15% and +14% respectively.

Meet the 2024 new entrants

Nvidia (#36), Pandora (#91), Range Rover (#96), and Jordan (#99) are this year’s new entrants – and Jordan is the first personality brand to make it onto the table. Uber (#78) and LG (#97) re-enter.

Marketing landscape changes over 25 years

Over the past 25 years, Interbrand has observed a significant shift in the ways company boardrooms approach growth. C-Suites are prioritising lower total investments with more immediate returns. Strategies that integrate long-term brand equity with short-term revenue gains are becoming the gold standard – but these strategies are still surprisingly rare.

Brujó said: “Performance tools, capabilities and systems have evolved over the past quarter century. As these tools shift, so do the pressures and expectations placed on brand and marketing leaders. Today, CMOs are expected to deliver greater revenue returns, in shorter time frames, for a lower investment.

“Many of the world’s most valuable brands are missing out on significant earning potential by over-investing in short-term gains. Our analysis shows these gains, when tied predominantly to short-term tactics, can undermine a company’s mid- to long-term revenue potential.”

The Australian has released a second season of cold case investigative podcast Bronwyn, from multi-award-winning journalist Hedley Thomas (above).

With the returning support of Harvey Norman, the new season of Bronwyn continues the search for Bronwyn Winfield, a devoted mother of two little girls, who mysteriously disappeared in 1993 in an idyllic surf town in New South Wales.

Season two presents new evidence and some dramatic twists in the 31-year-old mystery, as Thomas takes listeners and readers into his investigation to find out what happened to Bronwyn.

The Australian’s editor-in-chief Michelle Gunn said: “Bronwyn is a gripping story that has captured the attention of audiences around the world with 3.9 million downloads globally as of this week.

“In this compelling new season, Hedley and our team of award-winning journalists David Murray, Claire Harvey and Matthew Condon will continue to investigate Bronwyn’s disappearance exploring every angle through world-class reporting and audio storytelling.”

Michelle Gunn

The Australian’s national chief correspondent and podcast host Hedley Thomas said: “With each episode of Bronwyn, the podcast peels back more layers in the mystery of an alleged murder going back 31 years. We are finding new evidence and interviewing witnesses, many of whom have not spoken out before. This remarkable case can still be solved. I’m hopeful that season two of Bronwyn will make a powerful difference.”

Thomas was overnight revealed as a finalist in the Walkley Awards for his book The Teacher’s Pet published by Pan Macmillan Australia.

See also: Hedley Thomas on Bronwyn, and doing ‘more good with this sort of journalism than most’

Harvey Norman has supported each of Thomas’ podcast investigations since the launch of The Teacher’s Pet podcast in 2018 which has had more than 80 million downloads worldwide.

The podcast is accompanied by editorial coverage in The Australian including interactive digital features, videos, maps, explainers and photo galleries. 

Subscribers of The Australian will have exclusive first access to episodes. To listen and read more visit bronwynpodcast.com

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

Peter Horgan has stepped down as CEO of Omnicom Media Group, Australia and New Zealand, after eight years in the role.

He will remain in position until mid-2025 as the search for his successor is now underway. He will move to the role of chair once the new CEO has been appointed to support successful onboarding.

Horgan’s OMG career has included 15 years as CEO, firstly across OMD Australia before being appointed to lead OMG Australia and New Zealand in 2016.

Peter Horgan

Elizabeth Fox has been appointed managing director of Google customer solutions in Australia and New Zealand.

Google Customer Solutions is the Small and Medium Business segment of Google’s global business organisation.

Fox brings more than 20 years of global work experience to the role. Before Google in 2014, she led e-commerce and agency businesses in the US and Asia Pacific.
 
PHD Australia has promoted David Bielenberg to national head of strategy and Elyse Foley to national head of planning.
 
Bielenberg has made a significant impact on the business since returning to Australia from the United Kingdom in 2022, where he served as head of strategy and planning for PHD Melbourne.
 
Foley returned to PHD earlier this year and has since focused on improving the work, driving OMNI adoption and education, and providing support and growth plans for the Sydney planning community. In her new role, Foley will ensure that the agency’s planning product continues to maintain the highest quality, while delivering measurable impact for clients nationwide.

David Bielenberg and Elyse Foley

The Media Store has appointed Nick Hayes to the role of head of digital, further strengthening its senior leadership team.
 
Hayes joins the independently owned media agency with 15 years of digital media experience, most recently as group head of strategy at Russell Curtis and Janes Media Advertising.
 
The Pistol has made two senior appointments to its performance team following a successful period of client wins and renewals.
 
Brinda (Bini) Dekiwadia joins the full-service digital marketing agency in the newly created role of head of performance, alongside Daren Polo in the performance team, specialising in SEO and CRO functions.

Adele Burke

InfoSum has appointed media and marketing industry leader Adele Burke as sales director of Australia and New Zealand.
 
In this newly created senior position, Adele will lead the data collaboration platform’s go-to-market sales strategy as data clean rooms become an increasingly ‘must-have’ solution across all media and advertising businesses.
 
Murmur has announced the appointment of three new key hires to its senior leadership team to support the agency’s growth.
 
Ideally has appointed Kim Le Gras to the newly created role of strategic client partner, based in Sydney, to strengthen and deepen the company’s key strategic enterprise client relationships.
 
She brings two decades of experience across the UK and Australia to the customer insights research platform.

Rob Hawkins, Tara DeLuccia, Vatsal Prasad.

Joining independent media agency Murmur is Rob Hawkins as client service director, Tara DeLuccia as operations director, and Vatsal Prasad as performance marketing director, with a media director also set to join soon.

Orange Line has strengthened its team with eight new strategic hires and several promotions following the addition of several clients, including Fantastic Furniture, Skyscanner, and Jackson Hole, to its roster.

Marie Taupiac joins the independent digital marketing agency as SEO director and will be responsible for developing and executing SEO strategies to meet client objectives and drive business growth.

Dani Maynard has been appointed communications lead and will be responsible for crafting and executing communication strategies for the agency and its diverse client roster.

Orange Line team: Front row L-R – Annie Shao, Dani Maynard, Marie Taupiac, Rinka Owen. Back row L-R – Suruchi Sehgal, Tess Botham-Barnes, David Fechney, Aishling Farrell, David Klein, Angus Crawford, Victoria Lee

The agency has also welcomed Rinka Owen in the role of senior SEO Executive; Tess Botham-Barnes as outreach coordinator; and promoted Veronika Warren to head of SEO and Annie Shao to senior communications manager.

Strengthening its media offering, the media team has also expanded with the appointments of Suruchi Sehgal to the role of paid media manager; David Fechney and Angus Crawford as paid media executives and Victoria Lee as paid media coordinator, further solidifying the agency’s position as a powerhouse in the digital marketing landscape.

Admosis Media Group has appointed Rob Patterson to the newly created role of general manager. He will be responsible for growing the agency’s client roster and team, nurturing client campaigns and supporting co-founders Dan Copsey and Adam Ennis in overseeing the day-to-day running of the business.

PubMatic Inc. has appointed Laura Greally as marketing director for the Asia-Pacific region. In this role, she will lead the development and execution of marketing strategies to increase publishers’, broadcasters’, media buyers’, and commerce partners’ awareness, consideration, and adoption of the technology company’s innovative solutions.

Greally brings nearly two decades of experience in B2B marketing and deep expertise in the digital advertising and publishing industries to the role.

Amplify will showcase top creators and industry leaders shaping the future of brand engagement on social media at The Creatorverse to SXSW Sydney on Wednesday, October 16.

The creator economy agency‘s event will bring together speakers from global brands like TikTok, PepsiCo, Telstra, Estee Lauder and Feastables to discuss the latest strategies in the creator economy.

It will also feature high-profile creators such as Georgia Productions, Kat Clark and Chebbo who will explore how brands and creators can collaborate to drive growth, build communities and navigate the fast-changing world of social media and creator marketing.

Alex Reid, co-founder and director of Amplify, said: “The universe of creators can be confusing, so we built The Creatorverse to make sense of it. It’s a place where the people shaping the industry—both brands and creators—can come together. Whether it’s learning how to stand out on platforms like TikTok or understanding how to work directly with creators, this event offers practical strategies to help brands navigate the digital landscape.”

Event highlights include a panel on how brands can develop unique voices and harness community-driven platforms like TikTok to drive viral success (How to Create Buzz on Your Social Channels), a discussion on diving into the evolving creator landscape and exploring the tools and strategies brands can use to stay ahead in the fast-paced world of content (How to Win at the Content Game).

The Creatorverse will also host a panel exploring how brands are shifting their media strategies to work directly with creators, and the growing impact of creator marketing on brand presence (Are Creators the Next Big Media Channel?), and a discussion on how creators can scale their brands while maintaining authenticity, offering practical tips on navigating everything from product development to long-term brand strategy (Selling Out: Selling Your Brand Without Losing Your Soul).

Tom Maynard, co-founder and director of Amplify, said: “Brands that are embracing creators are seeing real success in engaging audiences and driving impact. This event is about showing other brands what’s possible when they tap into the creator economy. It’s a chance to see how collaboration can transform their approach to social media and brand building.”

Amplify will host an AI-themed networking party where AI has been programmed to curate everything from the catering to  conversation starters. The evening will feature food from Chebbo’s Burgers and Catherine Desserts, with entertainment by DJ Liam Conner.

“The AI after-party is a fun twist we added to spark some buzz,” Maynard added. “We thought, why not let AI plan the event? It’s a way to celebrate the future of tech – and let’s see what happens when we hand over the reins. What could possibly go wrong?”

DoubleVerify will introduce content-level pre–screen avoidance on Meta’s Facebook and Instagram Feed and Reels, expanding its suite of independent brand safety and suitability tools.

The digital media measurement platform release aims to empower advertisers to proactively avoid content they deem unsuitable before their ads are served, protecting brand reputation across Meta’s platforms.

“By offering both pre–screen avoidance and post-bid measurement, we will provide advertisers with an unparalleled level of control over where their ads appear on platforms like Facebook and Instagram,” said Mark Zagorski, CEO of DoubleVerify.

“As media environments grow more complex, it’s crucial that advertisers have access to advanced independent tools that help them protect campaigns before they run. Our comprehensive solution further ensures that brands can close the loop by leveraging insights from their post-bid measurement to optimise campaigns in real-time and maximise media performance.”

Mark Zagorski

In January 2024, DoubleVerify launched post-bid brand safety and suitability measurement on Meta’s Facebook & Instagram Feeds and Reels. DoubleVerify classifies content directly above and below the placement of ads – enabling brands to authenticate the content surrounding their promotions.

The upcoming pre–screen avoidance solution empowers advertisers to prevent ads from appearing beside content that falls under DoubleVerify’s Brand Safety Floor and Suitability Tiers in an automated manner, letting brands filter out sensitive content in real-time, before bidding on ad inventory.

Implementing a comprehensive authentication strategy offers significant value to advertisers, aligning pre–screen controls with post-bid measurement. Pre–screen protection evaluates content before impressions are transacted to support the delivery of ads to appropriate environments. Post-bid measurement analyses content after impressions are purchased, providing advertisers insights into safe and suitable ad delivery. This approach helps brands optimise future campaigns and media investment decisions. 

“We’re excited to offer our clients this dual-layer approach to campaign protection on Meta, giving them expanded flexibility and control over their media strategies,” added Zagorski.

DoubleVerify’s brand safety and suitability offering is powered by its proprietary Universal Content Intelligence classification engine, which analyses all content types to ensure that advertisers receive accurate, AI-driven classifications. 

DoubleVerify became a participant in Meta’s measurement partnership program in 2017, offering fraud and viewability solutions on Facebook and Instagram. In 2019, DoubleVerify launched brand safety and suitability on Facebook’s in-stream video inventory and Audience Network.

In 2021, DoubleVerify announced an expanded brand safety and suitability integration with Facebook, extending verification to In-Stream Reserve, while providing new tools to boost control and efficiency. Most recently in 2023, DoubleVerify extended media quality authentication to include viewability and fraud verification for Facebook and Instagram Reels inventory.

Last month. DoubleVerify rolled out its Inflammatory Politics and News (“IPN”) category on Meta which aims to empower advertisers to independently authenticate campaign quality against controversial news and political topics.

DoubleVerify and Meta anticipate the pre–screen solution to be available for all advertisers in early 2025.