YouTube welcomed more than 600 brands, agencies, advertisers and marketers to the 2024 Brandcast at Sydney’s Hordern Pavillion for an evening of insights, innovations, new research and product updates.

The platform proudly waved its flag as the top video service for adult viewers in Australia and New Zealand watch, and 97% reach of Australian adults online, according to Kantar research and Ipsos iris data, respectively.

Mel Silva, managing director of Google Australia, declared to the audience: “YouTube delivers.”

“When you put YouTube at the heart of your media plan and really start to dig deeper into what it can do, you can do incredible things for your brand.

“You can put the focus back on storytelling, long or short. You can put your message in front of millions of people, who are positively engaged more often than they are on any other platform. And you can drive higher return on investment.”

Mel Silva

Dr Deborah Ko, research manager, consumer and market insights at Google, provided an in-depth look into audience habits and the “Flow State”. She told attendees: “YouTube is the top platform where people feel their time is well-spent. People spend more time in a flow state when they’re watching YouTube because they can build understanding in whatever way works for them.

“They can explore quickly, or take a deep-dive. They can choose what they watch, when they watch, and how they watch – across a range of content and video types that is unrivalled on any other platform.

“On YouTube you can reach your audiences while they’re in these deeply engaged states, at numerous points across a range of unique and intersecting journeys. You can connect with people at different times and contexts, while they’re watching on their own, or when they’re watching with family and friends around the big screen – and you can do it at scale.”

Dr Deborah Ko

Brandcast also saw new product updates were announced that aim help brands tap into highly engaged audiences and achieve campaign objectives. Among them, video reach campaign non-skips which combine 6-second bumper ads with 15-second non-skip ads, powered by A and optimised for delivery on Connected TV.

Coming soon in October is Demand Gen, which aims to convert demand into action and drive leads, with immersive, relevant and visual creatives, will be accessible via Display & Video 360. YouTube is also offering Creator Takeovers, where an advertiser can take over a creator’s channel and roadblock all advertising.
 
Rounding out YouTube’s announcements was Partnership Ads powered by BrandConnect, which allows advertisers to use authentic creator videos, repurposing existing branded content as advertising.

Caroline Oates 

“Whatever outcome you care about, YouTube can help you achieve it,” Caroline Oates, head of YouTube and Programmatic Media at Google Australia.
 
“Google AI has been at the core of our ads solutions for years. As we make advances, our ability to help brands drive ROI keeps getting better,” she added.
 
On measurement, it was shared that Meridian, YouTube’s own open-sourced marketing mix model (MMM), was launching and would help empower the industry to build best-in-class MMMs and help drive better business outcomes.
 
This follows the recent announcement that Google was partnering with Ipsos and IAB to launch YouTube – including CTV – within the Ipsos iris digital currency, helping advertisers get a more holistic view of digital video consumption in Australia.

Victoria Berthinussen

Nick and Carrie

Michelle Khare

Victoria Berthinussen, head of Creative Partnerships at Google Australia, said that YouTube helped brands tell their stories across a variety of formats, from creator collaborations to sequential bumper ads.
 
This creative freedom, coupled with Google AI, allowed brands to achieve relevance and scale in their campaigns.  According to a recent Ekimetrics report, creative was found to contribute 60 percent of overall YouTube impact, and brands could expect to lift ROI by 2.2 times by improving creative quality.
 
Creators including Michelle Khare (4.7 million subscribers), and Nick and Carrie (9 million subscribers) took to the stage to share their respective approaches to engaging audiences on YouTube.
 
Khare said that YouTube’s flexibility allowed her to invest in long-form content and tell compelling stories, while engaging directly with her audience. Nick and Carrie pointed to the global reach of YouTube and its diverse content playing a big part in their channel’s growth.  Australia now has more than 400 channels with over a million subscribers.

Cosmetic brand MECCA also shared how it used Video Reach Campaigns to engage users and drive consideration for Shiseido products – which saw a 3.6 percent lift in users choosing Shiseido after viewing Shorts ads.
 
eBay Australia discussed the launch of its new brand platform last year and as part of their full-funnel media approach, and how the buy and sell platform used Video View Campaigns to drive efficiency and consideration for the brand. eBay saw a 129 percent increase in views at 58 percent less cost–per-view.

Chris Brown and Laura Nice

SYNTHONY

SYNTHONY

Meanwhile McDonald’s adapted to a challenging economic environment by shifting to a data-driven marketing strategy that prioritised YouTube. The strategic use of YouTube’s diverse ad formats, detailed data insights, and engaging content that resonated with a wide audience, helped increase brand awareness and sales.
 
McDonald’s chief customer officer and SVP Chris Brown and OMD’s Laura Nice took to the stage for a conversation about the relationship between the brand and agency over the decades and how they have used YouTube to engage with consumers.
 
Entertainment at Brandcast was provided by NZ musical event production company SYNTHONY, who perform global dance tracks with support from a full 60-piece orchestra, DJs and vocalists. The evening also featured a special performance by G Flip.

G Flip

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Top image: Mel Silva

Now into its 61st year, The Australian continues to offer value for readers wanting a Friday read to ease into the weekend.

Just two weeks ago Friday customers in print and digital received the bonus of the annual Italian edition of Wish magazine.

On Friday September 13, readers will get the latest 100-page edition of GQ Australia.

GQ Australia editor-in-chief Jake Millar told Mediaweek: GQ Australia’s September/October 2024 issue is on sale this Friday September 13, exclusively in The Australian newspaper. The issue stars George Clooney and Brad Pitt as part of a global GQ cover that ran in the US, UK and many other GQ markets.

“Shot on location at Pitt’s sprawling vineyard in the South of France, the pair discuss nearly three decades of fame, friendship and filmmaking in the lead-up to the release of their latest film, Wolfs. The issue itself focuses on style, covering everything from new accessories and fragrances of the season, to the latest fashion collections with a number of other fashion shoots and profiles.

How consumers engage with GQ in Australia.

“In addition to accessing through single-issue sales and print subscriptions to The Australian, where GQ is inserted as a quarterly magazine, GQ Australia’s audience engages with the brand across its digital and social channels throughout the year,” said Millar.

“Also through email newsletters, high-profile events such as GQ Men of the Year and partnerships with luxury brands across fashion, fragrance, beverage, automotive and more.

“Last year, we also launched our first GQ Hype digital cover featuring the modern faces of the AFL, a digitally-led franchise that has seen strong audience engagement in the space between each print issue of the magazine. GQ Hype digital covers have since featured a mix of talent across various fields, including The Inspired Unemployed, swimmer Cody Simpson, actors Felix Mallard and Patrick Brammal, and Danish royal Prince Nikolai of Monpezat.”

GQ Australia editor Jake Millar

Aussie hardcore going global

The new GQ also features several Australian music artists. Millar tells readers in his Letter from the Editor:

“From the word of music we meet the duo fronting Confidence Man, a wonderfully unhinged dance-pop act from Brisbane whose unhinged commitment to originality has won them fans around the globe.

“Then there’s local hardcore band Speed, who caught up with our writer Will Lennox ahead of their Australian tour. True to their name, the Sydney five-piece has rapidly become one of the country’s most exciting music acts, opening, up the hardcore genre to new audiences the world over.

“But as they have sailed more widespread appeal, Speed has struggled to balance this success with their reasons for starting a band in the first place. While so much of the music industry is dominated by the unrelenting pursuit of profit, their focus is on now they can give back to the community that helped create them and also foster the next generation of musicians in the years ahead.”

See also: Troye Sivan takes out top honour at 15th GQ Men of the Year Awards

CEO of ADMA, Andrea Martens says the implementation of the Privacy Act Amendments in Australia is the beginning of “reform legislation which will most likely transform our industry.”

“ADMA welcomes the opportunity these changes bring to strengthen consumer trust within our industry and reinforce marketers’ commitment to best practices in data management,” she said.

Upon the introduction of the Privacy Act Amendment Bill to Parliament, the Government is prioritising addressing harms to individuals, reflected in the prohibition of doxing, the introduction of a tort for the serious invasion of privacy, and directly addressing online safety for children.

Andrea Martens

While some of the proposals related to the foundational scope aspects of the Act are likely to be introduced at a later stage, the Association for Data-Driven Marketing and Advertising (ADMA) urges Australian businesses to stay focused and on track with its preparation for wider Privacy reform.

Sarla Fernando, director of regulatory and advocacy at ADMA says: “More transparency upfront about automated decision-making (ADM) is in line with ADMA’s approach to getting marketers to rethink their collection use, disclosure, and management of data earlier in their campaign strategy and thinking.

“The inclusion of these proposals in this first stage of privacy reform is consistent with data minimisation, which is core to best practice in data management and handling. This is ultimately what our customers are expecting.”

The prioritisation of ADM amendments will require marketers to set out the types of personal information that will be used in substantially automated decisions which have significant impact on an individual.

See also: ‘Google cannot be relied upon:’ Industry reacts to third-party cookies backflip

Fernando adds: “In order to have transparent upfront notices about ADM, marketers will need to think about what data they are collecting, the categories that data falls into, whether it is necessary for the purpose collected and how the business may use it in the future. This can’t be done without also preparing for a broader definition of personal information, which we still expect to see in stage two of the reform in order for the Privacy Act to be fit for purpose.”

While the introduction of the Bill may be seen as limited action on Privacy, ADMA states it acknowledges the Government’s willingness to move forward while also continuing to consult key stakeholders on the proposals that will have an impact on business operations.

“Compliance is not just a legal obligation but an opportunity to demonstrate a commitment to ethical data practices that will benefit consumers and businesses alike,” said ADMA in a statement.

“ADMA looks forward to continuing to work with the government to ensure that the marketing industry’s voice is well-represented in the developments to come.”

CEO of IAB Australia, Gai Le Roy says IAB welcomes the Government’s announcement and will go through the Bill and explanatory memorandum to “carefully assess their impact on our industry.”

“However, we are pleased to see that the Government looks to be moving forward on these important reforms in a considered way,” she said.

“Privacy laws are fundamental to the functioning of our digital economy. IAB will continue to work constructively with Government to ensure that our laws are fit for purpose and so that industry can continue to meet consumer expectations to deliver freely available online content and services.”

Richard Knott, SVP APAC at InfoSum said: “There’s certainly an element of anticlimax that there will be further consultation on privacy law reforms related to advertising. However, it reflects the complex nature of the digital advertising industry.

Richard Knott

“It’s more important to get the right solution than a fast one. Nonetheless, the delay doesn’t change the fact that companies should embrace privacy-by-design strategies regardless of legislation. This means embracing the non-movement of data, data minimisation, and controlled access – as well as ensuring you can explain your policy in a way that consumers will understand.”

Chris Brinkworth, managing partner of Civic Data said the changes are “crucial” for safeguarding consumers as technology continues to evolve.

“The Attorney General’s department have clearly thought strategically on how to significantly reform unethical and risky privacy practices in the digital economy, while not rushing through wholesale reform just before an election,” he said.

Brinkworth stressed the urgent need for businesses to understand any technologies touching the customer data lifecycle comprehensively. Risks range from “basic, but risky tracking pixels” to the complexities of untrained staff ‘uploading vast spreadsheets of names and behaviours into social media advertising platforms’.

He also urged companies to adopt the ‘Fast Followers’ approach towards new legal standards, warning that “Slow Movers” could face penalties, operational disruptions, and a loss of customer trust within six months. 

Niall Hogan, general manager JAPAC at GumGum said the country’s digital marketing landscape has always been known for its innovation, and the reform “gives us the chance to showcase what best practice looks like on the global stage.”

“In fact, these amendments could position Australia as a leader in privacy-conscious marketing. As I often say, this is an opportunity for the Australian digital market to set an example the rest of the world can emulate,” he said.

“The introduction of the ability for individuals to sue for privacy violations without needing to prove damage introduces a new legal risk for marketers. Advertisers and adtech companies must be vigilant in ensuring their data collection and targeting practices are not perceived as invasive.

Niall Hogan

“Even if no harm occurs, reckless invasions of privacy could lead to lawsuits. This shift underscores the need for greater caution when handling personal data.

“The new tiered penalties for data mishandling significantly raise the stakes for marketers. Even minor violations could now lead to fines, which means strict adherence to data protection standards is no longer optional—it’s essential. Marketers must proactively audit their data-handling processes and ensure compliance at all levels to avoid these broadened enforcement measures.

“With the Australian Information Commissioner gaining more authority, marketers must be more proactive than ever in safeguarding consumer data. The increased risk of public inquiries and significant fines calls for companies to regularly assess their data privacy practices.

“The criminalisation of doxxing is directly tied to the improper use of personal data to harass or menace individuals. Hence, advertisers and platforms need to ensure that personal data is handled securely and not misused.

“Any accidental or intentional sharing of personal data that leads to harassment could result in criminal charges. This change is likely to drive more stringent security protocols around personal data management in marketing campaigns.”

In-house agency consultancy -lution has launched its solution to help businesses build and manage their internal agency capabilities whilst leveraging best-in-class agency practitioners.

The solution, -lution Powered, has been pioneered by Foxtel and Honda. It aims to simplify and de-risk the potentially complex process of building an agency model within a business.

The offering integrates AI, automation, and even offshore support to deliver maximum productivity and high-quality work, while Lution manages team staffing and development end-to-end.

Guy Sawrey-Cookson and Nick Thomas at the 2024 IHAC Summit

Research from the In-House Agency Council revealed 78% of Australian businesses now have some form of in-house agency capability, while 75% combine that  with external agency support. -lution Powered provides access to a panel of world class indie agencies to offer creative diversity.

“The shift towards in-house agencies is accelerating, and Australia is second only to the US in adopting this model,” Chris Maxwell, founder and CEO of -lution, said. “However, creating an in-house agency team can be challenging for a number of different reasons from reporting, staffing and capability requirements through to P&L and culture requirements.

“We created -lution Powered to be an easy and cost-effective way to help partners build and manage an in-house agency. We handle everything – from recruitment to day-to-day management – while ensuring the team has access to top-class external talent when needed. It’s the ultimate blend of speed, efficiency, and creativity.”

Chris Maxwell

Foxtel head of marketing operations, Aaron Michie, said of Lution Powered: “We partnered with Lution around 18 months ago to evolve our in-house agency, Balboa, at Foxtel.

“For us, Lution Powered provides us with an onshore/offshore team of designers, video creators, editors, and project managers, delivering exactly what we need with fast turnaround times and a seamless approach.

“They’ve integrated smoothly into our workflows, whether collaborating with our team or managing work streams independently. They’re a valued part of the Balboa team, and I’d highly recommend them as a reliable partner.”

Nick Thomas

Nick Thomas, partner and chief strategy officer at Lution, said: “What sets Lution Powered apart is how it addresses the evolving complexity of today’s marketing landscape.

“Brands aren’t just looking for faster outputs; they need teams that can scale, adapt, and integrate seamlessly with broader business goals.

“Lution Powered gives brands a way to manage this complexity without the usual overheads, allowing them to maintain flexibility while we ensure everything operates at peak efficiency.”

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Top image: Guy Sawrey-Cookson and Nick Thomas at the 2024 IHAC Summit

This week’s Meeting of the Minds sees Anna Barham Kumar and Anna Greer from independent full-service agency Communicado 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.

Anna Barham Kumar – head of content and social, Communicado

Favourite podcast/read – I love Jorge Borges, Kafka and classic Russian literature. I’m more a reader than a listener, but I’ve dipped in and out of a history podcast called Empire, it’s fascinating.

Current streaming binge –  The Bear. I haven’t had strong feelings about anything else recently. Seeking recommendations.

Guilty pleasure content – I love a feast for the eyes, Marie Antoinette and pretty horror movies like Suspiria or The Neon Demon. I also recently rewatched Buffy, which was great.

What do you have on repeat – Besides the comfort content I’m not big on repetition. I’m always searching for something new and interesting. Probably why I’ve ended up working in social.
 
Best career advice – Everyone is different but something that’s benefited me immensely is actively working on my weaknesses, seeking both opportunities to step outside my comfort zone and specific feedback to help guide that process.
 
Leadership hero – While the obvious choice is someone high profile, I really admire ‘quieter’ leaders. People who foster consensus and nurture a supportive, constructive and creative environment where their team feel empowered to break new ground.
CMC has quite a few and I could name them, but they’d just say they have a great team!
 
Best training course/session – I did an AdSchool Foundations course (broadly similar to the Essentials Certificate offered now) very early on in my career. As someone who came to marketing with a degree in Philosophy, that was fantastic groundwork. Now, things move so fast in the social and digital space, the key is making a habit of saying yes to as many learning opportunities as I can squeeze into my calendar.
 
I wish someone had told me – Protecting your work life balance will make you better at your job.
 
Favourite place to network – Events and talks, everyone is feeling inspired and itching to discuss what they’ve just heard.
 
Something that’s surprised you about the industry – How long it took for social to be taken seriously. Being called a guru or a wizard is a distant memory now, thankfully.
 
What is your hot take on the industry – Not that hot, but I think we can all see that AI is going to accelerate the pace of change exponentially, and I’m concerned about the potential for that to exacerbate issues with social media algorithms- best case it will force positive change.
 
Career goal for 2024 –   Support my team and CMC to grow and take on new challenges.

Amy Greer – agency producer, Communicado

Favourite podcast/read – I recently finished ‘Bunny’ by Mona Awad. Was a surprisingly easy read, despite the weird and at times, disturbing content. Twisted and funny all at once.

Current streaming binge –  HBOs Girls. It’s just a classic. I’ve rewatched it about four times now, and at each age I watch at I find that I have a completely different take on the characters and plot lines.

Guilty pleasure content – Below Deck. I’ve watched every season ever; Mediterranean, Sailing Yacht, Down Under. There isn’t a better reality show in my eyes.

What do you have on repeat – The Olympics, of course. I’m a bit of a swimmer myself, so I’ve loved watching team Australia smash it in the pool. 

Best career advice – There’s no such thing as a dumb question or idea. I think when you’re junior, there can be a lot of self-doubt, and moments where you don’t want to single yourself out from the crowd, whether that be by raising a thought or querying something. But what I’ve learnt is that most of the time people appreciate input in any form as it often leads to bigger thinking.

Leadership hero – At Communicado, I’m lucky to be spoilt for choice when it comes to mentors. All the leaders in our team carry themselves with confidence and a can-do attitude, even when things get a little crazy. They’re cool under pressure and always approachable, which are aspects I’d like to mimic as I progress in my career. 

Best training course/session – I attended the ‘How to Be A Shit Hot Suit’ webinar hosted by Creative Natives with Camey O’Keefe. It was a super informative session and really opened my eyes to being able to understand each person’s role/perspective within an agency.

I wish someone had told me – It’s okay not to know exactly what you want to do. They do tell you this, but it really is true. In the right workplace, your employer and colleagues will value your strengths, uplift you and help you find your way. 

Favourite place to network – Industry events are great; I attended the TikTok Agency Day and that was an awesome place to be surrounded by individuals in similar roles as my own. Also, within your workplace! In Melbourne in particular, it seems everyone is connected somehow, so I love having a chat to my fellow colleagues about where they’ve been and who they know. Lots of ins everywhere.

Something that’s surprised you about the industry – So much. Unfortunately, uni can’t really prepare you for all the intricacies of agency life. For me, within social especially, it’s surprised me how quickly things change within the landscape. Even platforms like Meta are constantly evolving how they optimise and function. It can be both exciting and infuriating at the same time! 

What is your hot take on the industry – Probably not a hot take for those in the weeds of social, but followers aren’t relevant (or as relevant) anymore for brands. In the TikTok era it’s all about the views and engagements. 

Career goal for 2024 – Have a content piece go viral; why not shoot for the stars.

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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: Anna Barham Kumar and Anna Greer

This weekend Karrinyup and Vogue Australia unveil Perth’s first Vogue Festival celebrating Spring-Summer trends.

Perth’s leading fashion and lifestyle destination has teamed up with Vogue Australia to present the ultimate celebration of the new season.

Kicking off on the evening of Friday 13 September, and running all weekend, Vogue Festival is a first for Western Australia, and nationally across the shopping centre category.

The Festival will see Karrinyup come alive as new season trends drop in stores alongside a series of panel discussions, workshops, styling sessions, chef collaborations, beauty bars, and sit-down events with leading designers and fashion tastemakers.

Marking the official launch of the festival will be Vogue Fashion After Dark – a ticketed, dining experience at the Dandelion Bar & Restaurant, with a new season fashion preview and intimate Q&A session hosted by Vogue editors Edwina McCann (Editorial Director, Vogue Australia), Kaila Matthews (Senior Fashion and Market Director, Vogue Australia), Remy Rippon (Senior Beauty and Health Editor, Vogue Australia) and Rebecca Caratti (Editor-in-Chief, Vogue Living) setting the tone for the weekend to come.

Vogue Australia editorial director Edwina McCann commented: “This festival is more than an event; it’s an immersive celebration of the spring-summer season, offering a curated blend of fashion, culture, and culinary excellence.

“We are excited to share this unique experience with the Perth community, engaging directly with our readers and fashion enthusiasts in a way that embodies the innovative spirit of Vogue. The weekend promises to be a vibrant showcase of the season’s defining trends and creative energies.”

Visitors to Karrinyup will be able to go to the Wellness Precinct, for a morning of fitness classes, followed by the founders’ panel discussion, hosted by Vogue’s Health Editor, Remy Rippon and featuring HyperLuxe and Velocity founders over smoothies and breakfast.

Also on the line-up for the weekend is an exclusive long-table lunch event at Coco Republic hosted by Vogue Living Editor-in-Chief Rebecca Caratti. Guests will enjoy curated food and wine while gaining a firsthand look into seasonal trends and styling from Caratti.

See also: Everything to see, do and shop at Vogue Festival in Karrinyup

Endemol Shine Australia (a Banijay Entertainment company) and Screen Australia this week announced the Early Career Writers Program, supported by the Australian Writers’ Guild.

A collaboration between Endemol Shine Australia and Screen Australia, the initiative is aimed to provide high-level training in a global calibre script department to four early to mid-career Australian writers who have the potential for a strong career trajectory in scripted episodic storytelling.

Over eight weeks the successful applicants will be paired with experienced mentors in the Endemol Shine Australia headquarters in Sydney.

The mentors will not only guide them, but directly contribute to their learning and professional development. As part of the program, the emerging writers will be immersed in all facets of script development and rotate through all the roles that make up a successful and well-functioning script department.

Endemol Shine Australia head of scripted Sara Richardson said: “This initiative is very close to our hearts. Evident with the success of the first emerging writers program, we are strong believers in both nurturing and encouraging the next generation, as that is who the future of our industry will be founded on.”

Screen Australia head of development Bobby Romia said: “We are excited to announce the Early Career Writers Program, a unique opportunity for Australian screenwriters to gain hands-on experience within a global production company. This initiative highlights our commitment to nurturing local talent by providing them with high-calibre training and exposure in an internationally renowned script department.

“Collaborating with Endemol Shine Australia and the Australian Writers’ Guild, we are proud to support the next generation of storytellers as they develop their craft and pursue success from right here in Australia.”

A paid opportunity, commencing on Monday 25 November 2024, applicants must be able to commit to the full eight week duration of the program (with two weeks off for the holiday period).

If not already a resident of Greater Sydney, applicants must be available to relocate, with support available toward relocation for the duration of the program.

Applications are now open and will close at 5.00 pm AEST on Thursday 3 October 2024 and can be made via the Screen Australia Application Portal. For eligibility requirements and how to apply see Guidelines here

Eligible applications will be considered and reviewed by Endemol Shine Australia, Screen Australia and/or industry specialists with successful applicants notified by 5.00 pm AEDT on Monday 28 October 2024.

Submissions should include the following:

• Fully completed application form including contact details and applicant eligibility
• CV/Biography (maximum 1 page) including writing credits applicable to the required eligibility to apply to this program
• A personal motivation statement (maximum 1 page) that includes:
Why you wish to apply to this program
How the opportunity supports your career goals and trajectory
Why you believe you are ready for this opportunity; and
What you believe you will contribute by participating in this program.

• A letter of recommendation and/or support (maximum 1 page) from a professional context you have worked in as a screenwriter.

• One set of samples pages (maximum 10 pages) of your scripted writing (any genre, any platform, in line with the Applicant Eligibility) either produced or unproduced.

For more information or to apply visit www.screenaustralia.gov.au

The Early Career Writers Program is presented by Screen Australia in collaboration with Endemol Shine Australia with industry partner Australian Writers’ Guild.

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Photo: 2022 Emerging Writers Program Recipients. Clare Sladden, Josh Sambono, Ella Cook, James Cripps, Rachael Alford, Siobhan Domingo
Photo Daniel Asher Smith

iProspect has promoted Marcelle Gomez to national managing director as the dentsu agency focuses on driving accelerated growth outcomes.

Ken Lam has also been promoted to the role of general manager of Melbourne to support the national structure.

Gomez has been with iProspect for nearly four years, first joining as general manager for NSW in November 2020 before stepping into the managing director position in February 2022.

Fiona Johnston, dentsu Australia CEO of Client and Commercial, said: “Marcelle’s the driving force behind iProspect’s culture and business success and it makes sense for her to spearhead the agency’s focus into the future. She is one of the most genuine leaders I’ve had the pleasure of working with and the regard her team have for her is the best testament of this.

“Those who know Chella know she is a smooth operator; she leaves nothing to chance and fights for the very best, so I am delighted to see her career continue to grow. Having Ken Lam helping her shape the team with a laser-like performance mindset on driving growth for our clients, iProspect will be unstoppable.”

Gomez said: “I love the iProspect business, people and clients, and am so proud of what we have built since I joined almost four years ago.”

“I have always wanted to create an environment in which our people can be their best selves and realise their own ambitions, which allows us to create innovative solutions to our clients’ business problems.

“I am excited about this next phase in our growth journey and am honoured to step into the helm of iProspect across Australia. To be able to partner with Ken in his new role to lift the business and drive better outcomes for our clients is a real joy.”

Lam added: “It’s a privilege to step into this position and help build an agency that is not only a place where people are excited to come into work, but one that is unlocking innovative solutions for our clients and driving impact to their bottom line.

“I look forward to leading and working alongside a group of amazing and talented individuals across iProspect Melbourne.”

Lam has been with the broader dentsu group for eight years across different agency brands, moving into iProspect to lead national investment in October 2020.

The promotions come after iProspect secured the media account for eBay and after iProspect was recognised as one of Australia and New Zealand’s best businesses in workplace policy and best practice, placing 10th on the 2024 AFR BOSS Best Places to Work List in the media and marketing category.

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Top image: Marcelle Gomez and Ken Lam

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

Nine Entertainment chief executive Mike Sneesby will step down on 30 September 2024.

A statement released by Nine on Thursday morning stated that Sneesby and the Board “consider now is the right time for a transition of leadership to take Nine into the next phase of its strategic transformation” following the completion of the Olympics and the Paralympics.”

Matt Stanton, chief finance and strategy officer, has been appointed as acting chief executive officer with effect from 1 October 2024, as the company undertakes a recruitment process to identify a new chief executive officer.

Matt Stanton

Adam Williscroft is about to leave the SCA building at World Square. He is stepping down from his role as music content director – audio on demand & digital radio. 

The move comes at a time when a number of people are leaving all media company’s and SCA hasn’t been immune to change.

OMG Australia (OMG) has appointed Kim Hamilton to the newly created role of chief marketing officer.

Although OMG opted for an internal candidate, it is believed Hamilton impressed the judges despite the final candidates including some talented outsiders with impressive credentials.

Little Black Book has appointed Brittney Rigby to the newly-created position of managing editor AUNZ.

Rigby has held senior leadership roles across both newsrooms and creative agencies including editor at Mediaweek and head of communications at DDB Group Australia. She is also qualified as a lawyer.

The Seven Network has appointed Peter Charles to the new role of managing director, Victoria, effective immediately.

In his new role, Charles will work closely with the Seven Melbourne senior leadership team. He retains his position as Victorian sales director and head of national independent agencies and direct.

Peter Charles

QMS has appointed Michael Whiteside as national sales director – advanced trading, effective 7 October.

Whiteside joins QMS from Kinesso (part of IPG), where he was chief media activations officer leading teams across digital, tech and data services.

PHD has appointed Eileen Ooi as CEO, Asia Pacific. 

She brings over 19 years of industry experience to the role, and was most recently CEO at OMG Malaysia. Before that, she spent four years with PHD Malaysia as its managing director.  

Yahoo has appointed Valeri Liborski as chief technology officer (CTO) to lead the company’s global engineering team and focus on innovation while advancing its investments in artificial intelligence.

Liborski brings over two decades of experience and leadership, hailing from Microsoft, Amazon, and most recently HelloFresh where he served as CTO.

Paper Moose has welcomed four new hires to its team following pitch wins.

Annabelle Rogers joins the team as strategy director and Claire Sutton joins as creative lead.

Niranjana Muraleedharan assumes the role of performance and social media director, as Brigitte Harbrow joins the accounts team as a senior account director.

Hatched has welcomed the appointments of Juliana Yeoh and Emily Hall as client partners.

Yeoh joins the independent agency from Initiative where she spent six years, most recently as group business director following stints at Carat and Starcom.

Hall joins from Spark Foundry where she was a group client partner. She previously spent four years at the London office of the business, preceded by seven years at Initiative where she began her media career.

VMG has promoted Sean McCaull to chief experience officer and appointed Olivier Starck as chief product and solution officer.

These strategic leadership changes to the media company aim to enhance client and employee experiences while driving innovation across its range of brands.

McDonald’s Australia has delivered the final instalment in its three-part social content series for McCafé – titled ‘Takeaway Baristas’ – as part of its Paralympic campaign by DDB Sydney.

McDonald’s conducted an Australia-wide search to find the best McCafé Baristas and sent them to Paris to make sure our athletes got coffee fit for an Aussie as they competed in the 2024 Paralympic Games.

Featuring narration by triple Paralympian Don Elgin, the three-part series documents the baristas preparing for the Games, meeting the athletes in Paris, and showing the lengths they went to craft the perfect cup of coffee. From building their endurance with silver medallist Michael Roeger, to accuracy testing with Ameera Lee, to hand-eye coordination with Tristan Knowles – the series celebrates the best of Australian coffee expertise.

DDB Sydney Associate Creative Directors, Tom Lawrence and Sam Raftl said: “Us Aussies can barely function without a high-quality cup. So when we found out McCafé was heading to Paris to make coffee for our Paralympians, we couldn’t wait to tell their story.”

McDonald’s Australia marketing director, Amanda Nakad, said: “Partnering with Paralympics Australia to support our amazing para-athletes has been a huge highlight for us this year. Whilst we can’t take any credit for their amazing success, the series is a light-hearted, feel-good moment to show just how far we go at McCafé to make sure our athletes and their families get the same great- quality, barista made coffee they’re used to at home.”

The three-part series, ‘Takeaway Baristas’, rolls out across TikTok, Meta, YouTube and 9Now from 15th August to 15th September, with all content available to view here.

Credits:

Client: McDonald’s Australia
Client Leads: Peitra Withaar and Lancy Huynh
Creative Agency: DDB Sydney
Media Agency: OMD
PR: Mango Communications
Production Company: Infinity Squared

It’s down to eight teams aiming to be crowned the champions as the 2024 NRL Finals Series kicks off at 7:00 pm AEST on Friday, 13 September on Nine, 9Now and Fox League, accessed through Foxtel and Kayo Sports.

Friday will see the unstoppable Panthers go up against the Roosters which kicks off the finals series and will culminate in Nine’s exclusive coverage of the NRL Grand Final. 

A Saturday double-header leads off with the minor premiers, the Storm, hosting the Sharks in Melbourne, with the winner earning a week off and a place in the preliminary final. Then it’s do or die in the first elimination final, when the Cowboys are out to lasso Kalyn Ponga and the Knights in Townsville.

After an eight-year finals absence, the Bulldogs are back in September again, and on Sunday they meet the Sea Eagles, turbocharged by returning fullback Tom Trbojevic.

NRL on Nine’s coverage for the finals series is hosted by James Bracey, with an expert panel of NRL premiership winners on hand for every step of the journey: Andrew Johns, Cameron Smith, Billy Slater, Phil Gould, Paul Gallen, Brad Fittler, Johnathan Thurston, Darren Lockyer, Paul Vautin and Sonny Bill Williams.

Joining them are international rugby league representatives Ruan Sims and Allana Ferguson, sideline reporters Danika Mason and Emma Lawrence, plus commentators Mathew Thompson, Brenton Speed and Peter Psaltis.

Broadcast Schedule:

Friday, September 13
Panthers (2) v Roosters(3) – Qualifying Final 1

Syd/Bris/Melb: 7:00 pm live and free on Channel 9, stream free on 9Now
Adelaide: 7:00 pm live and free on 9Gem, stream free on 9Now
Perth: 5:30 pm live and free on 9Gem, stream free on 9Now

Saturday, September 14
Storm (1) v Sharks(4) – Qualifying Final 2

Syd/Bris/Melb: 3:15 pm live and free on Channel 9, stream free on 9Now
Adelaide: 2:45 pm live and free on 9Gem, stream free on 9Now
Perth: 1:15 pm live and free on 9Gem, stream free on 9Now

Cowboys (5) v Knights(8) – Elimination Final

Syd/Bris/Melb: 7:00 pm live and free on Channel 9, stream free on 9Now
Adelaide: 6:30 pm live and free on 9Gem, stream free on 9Now
Perth: 5:30 pm live and free on 9Gem, stream free on 9Now

Sunday, September 15
Bulldogs (6) v Sea Eagles(7) – Elimination Final

Syd/Bris/Melb: 3:30 pm live and free on Channel 9, stream free on 9Now
Adelaide: 2:30 pm live and free on 9Gem, stream free on 9Now
Perth: 1:00 pm live and free on 9Gem, stream free on 9Now

Wednesday 11 September 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s The Block recorded a total TV national reach of 1,872,000, a total TV national audience of 987,000, and a BVOD audience of 155,000.

Nine’s 9News recorded a total TV national reach of 1,888,000, a total TV national audience of 1,156,000, and a BVOD audience of 97,000.

Nine’s Human Error premiere recorded a total TV national reach of 1,293,000, a total TV national audience of 501,000, and a BVOD audience of 52,000.

Seven’s My Kitchen Rules recorded a total TV national reach of 1,714,000, a total TV national audience of 879,000, and a BVOD audience of 74,000.

Also on Seven, Seven News recorded a total TV national reach of 2,122,000, a total TV national audience of 1,326,000, and a BVOD audience of 70,000.

10’s airing of Thank God You’re Here recorded a total TV national reach of 1,136,000, a total TV national audience of 596,000, and a BVOD audience of 30,000.

Presidential Debate TV Ratings:

ABC Coverage:
• Total TV nation reach: 731,000
• National Audience: 350,000
• BVOD Audience: 29,000

Nine Coverage:
• Total TV nation reach: 700,000
• National Audience: 341,000
• BVOD Audience: 32,000

Seven Coverage:
• Total TV nation reach: 680,000
• National Audience: 307,000
• BVOD Audience: 21,000

People 25-54

Nine’s The Block:
• Total TV nation reach: 682,000
• National Audience: 413,000
• BVOD Audience: 95,000

10’s Thank God You’re Here:
• Total TV nation reach: 453,000
• National Audience: 253,000 
• BVOD Audience: 19,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 522,000
• National Audience: 268,000
• BVOD Audience: 40,000

People 16-39

Nine’s The Block:
• Total TV nation reach: 305,000
• National Audience: 189,000
• BVOD Audience: 56,000

10’s Thank God You’re Here:
• Total TV nation reach: 212,000
• National Audience: 117,000 
• BVOD Audience: 11,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 179,000
• National Audience: 82,000
• BVOD Audience: 22,000

Grocery Shoppers 18+ 

Nine’s The Block:
• Total TV nation reach: 1,460,000
• National Audience: 776,000
• BVOD Audience: 124,000

10’s Thank God You’re Here:
• Total TV nation reach: 868,000
• National Audience: 455,000 
• BVOD Audience: 25,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 1,351,000
• National Audience: 705,000
• BVOD Audience: 60,000

Data © OzTAM and Regional TAM 2024. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.