TEG has announced a leadership change, naming long-time CEO Geoff Jones as chairman and appointing Brad Banducci as the company’s new chief executive officer.

Jones transitions to the chairman role after a 14-year tenure as CEO, during which he spearheaded TEG’s transformation from a ticketing operation into a global powerhouse in live entertainment, ticketing, digital, and data. Under his leadership, Ticketek evolved into TEG, now an integrated network of more than 30 businesses worldwide.

Taking the reins as CEO, Banducci brings over 30 years of leadership experience in the retail and consumer sectors, most recently serving as CEO of Woolworths Group. His appointment signals a new chapter for TEG as it continues expanding its footprint in entertainment, audience engagement, and data-driven marketing.

Jones’ legacy includes architecting TEG’s integrated model and significantly growing its value and global presence. As chairman, he will oversee the company’s strategic direction while Banducci leads day-to-day operations, positioning TEG for its next stage of innovation and growth.

Banducci’s appointment comes off the back of several other leadership changes.

Earlier this month the company announced the appointment of Simon Cahill, head of commercial, and Jono Whyman, general manager of SXSW Sydney, as co-managing directors for SXSW Sydney.

While, Seven’s former marketing director Larissa Ozard will take on the role of general manager – marketing, live entertainment.

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Kyle Sandilands has turned to Dave ‘Hughsey’ Hughes for advice, as The Kyle and Jackie O Show struggles to gain traction in Melbourne.

Despite their dominance in Sydney, where they hold a 13.5% market share, the duo’s highly anticipated expansion into Melbourne in April 2024 has yet to deliver the same success, currently sitting in fifth place with just a 5% share.

With the first audience survey of 2025 set to drop later this month, the show’s performance has sparked debate about the challenges of networking a Sydney-based program into a competitive new market.

Advice from Hughsey: ‘Just relax’

Sandilands put the issue to Hughes during a chat on their KIIS FM breakfast show this morning, asking: “How do you think we’re going to go in the Melbourne ratings this time around because it’s been a bit of a stalled start down there”.

Hughes, whose own breakfast show on 2DAY FM was axed by SCA in 2024, was quick to downplay the issue, advising Sandilands to “just relax” and let the audience come to them. Sandilands was skeptical, pushing for a more strategic answer, but Hughes remained firm in his belief that Melbourne listeners would either adjust or move on.

“That’s all you can do,” he said, to which Sandilands replied: “No effort. Do nothing. That’s your advice?”

Under the microscope

ARN’s original decision to network The Kyle and Jackie O Show into Melbourne has come under scrutiny, particularly after ARN Media chairman Hamish McLennan‘s remarks about the importance of live and local content.

In an interview with ABC Radio National’s MediaLand, McLennan defended the move, pointing to the local news and production staff supporting the show in Melbourne. However, he acknowledged that the transition has not been seamless, admitting, “I think in some regard, the guys pushed the envelope too hard … Melbourne is a distinct market, and we haven’t got the content platform right.”

Balancing performance

McLennan’s candid assessment of the show’s initial performance in Melbourne was critical for advertisers, as it underscored the importance of understanding market nuances and tailoring campaigns to resonate with specific listener demographics.

While defending Sandilands and Henderson as “performers,” McLennan’s comments signal a need for content refinement to better align with Melbourne’s tastes, directly impacting the show’s attractiveness to advertisers.

Commercial reality

Despite the challenges, McLennan reinforced ARN’s financial commitment to Sandilands and Henderson, emphasising the commercial benefits of networking the show. “We’ve made a huge financial commitment to Kyle and Jackie O … and we need to get payback for that,” he said.

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Digital outdoor media company QMS has revealed a significant surge in visitor numbers to the City of Sydney during February, driven by major cultural events such as the Sydney Lunar New Year Festival and the Sydney Gay and Lesbian Mardi Gras Festival.

According to QMS data, audience numbers in February were up 15% compared to January, as people flocked to the 26 square kilometres and 33 suburbs that make up the City of Sydney. Additionally, audience figures saw a 9% increase compared to the total 2024 City of Sydney network average.

The Sydney Lunar Festival, held from 29 January to 16 February, drew large crowds to key precincts in the Sydney CBD and Chinatown. QMS’ City of Sydney street furniture network recorded a 13% increase in audience numbers compared to the previous week. Similarly, the Mardi Gras Festival, running from 14 February to 2 March, delivered a 14% rise in audience numbers, with weekend and weekday audiences up by 8% and 11% respectively.

The highlight of the Mardi Gras Festival, the iconic Mardi Gras Parade, saw a remarkable 25% rise in audiences within the Oxford Street precinct in Taylor Square. Evening audiences surged by 54%, with interstate visitors increasing by 28%.

QMS’ strategic partnerships and expanding presence

Throughout these events, QMS partnered with some of Australia’s top brands. Crown Sydney, Johnnie Walker, and Range Rover featured prominently in the Sydney Lunar New Year Festival, while the Sydney Gay and Lesbian Mardi Gras Festival showcased campaigns from Absolut, American Express, Uber, Specsavers, NIB, Universal Pictures, and AAMI.

QMS general manager, City of Sydney, Olivia Gotch, said, “Sydney really came alive during February, and we were thrilled our City of Sydney digital street furniture network was able to place brands at the heart of all the action where it matters most – the streets.”

Gotch also noted Sydney’s status as a global cultural events hub, “The City of Sydney’s reputation for hosting major global cultural events is unrivalled and demonstrates its power in uniting large-scale community audiences across all cultures and backgrounds, where we live, work, and play. For brands, this resulted in some of the strongest and most contextually relevant campaigns to date across our City of Sydney network, with our advertising partners taking full advantage of the creative platform these events offer and the incremental audience opportunity.”

Beyond its City of Sydney network, QMS has further expanded its presence with several major digital large format tender wins. These include Transport for NSW, the Australian Turf Club’s Rosehill Gardens Racecourse, Hills Shire Council, and exclusivity on the M2 Motorway. These strategic wins have increased QMS’ digital large format network in NSW by more than 40%.

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P.E Nation has tapped WiredCo. to manage its global end-to-end affiliate marketing, across Australia, US and UK.

Through its proprietary ‘Brandformance’ approach, the agency will use the full funnel capabilities of affiliate marketing to drive incremental revenue via expanding on existing markets and introducing the Australian lifestyle brand to new ones.

P.E Nation was founded in 2016 by fashion entrepreneur, Pip Edwards and Claire Greaves. The B Corp certified brand quickly gained global momentum with women all over the world embracing P.E Nation and its distinct aesthetic, blending activewear with style credibility, pioneering the ‘athleisure’ movement.

Angela Hampton, founder and managing director of WiredCo., said: “P.E Nation is a brand I’ve always wanted to work with, for a number of reasons.

“A female founded business that’s experienced exponential growth in less than a decade is wildly impressive and on a personal level, I’ve been a fan of the brand since the beginning, so winning P.E Nation is a big win for us and for me personally.”

“Our strategic approach to affiliate marketing has seen some of our key clients achieve incremental revenue growth into the 8 digits. It’s a proven channel, our approach is proven, and we look forward to growing this channel for P.E Nation,” she added.

WiredCo’s appointment to the brand comes after the agency was tapped as Boost Mobile’s lead paid media agency, overseeing all paid media, SEO, and affiliate marketing, and it will continue its momentum in Australia.

WiredCo. is home to some of Australia’s most loved brands such as THE ICONIC, Pizza Hut, R.M.Williams, Red Bull, Peters Ice Cream, Georg Jensen, and Indeed; all wrapped up in a people-first culture.

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Sydney radio is getting a refresh. 1041 2Day FM has officially rebranded, introducing a new format that promises “the hits, before they hit.” The station is doubling down on new music, vowing to bring more fresh tracks than any other commercial station in Sydney, while spotlighting emerging Australian artists alongside global stars.

A new era

With a commitment to championing both local and international talent, the station’s playlist will feature artists including Troye Sivan, The Kid LAROI, Doechii, SZA, Dom Dolla, Billie Eilish, Kendrick Lamar, Kita Alexander, Young Franco, and Sabrina Carpenter. This shift marks Sydney radio’s biggest format change in over two decades.

Backing the relaunch is a social-first marketing campaign and a city-wide outdoor presence, designed to reflect Sydney’s vibrant, youth-driven energy. The new approach doesn’t just stop at the music – 2Day FM’s mornings have also been revamped, with Emma Chow officially joining The Jimmy & Nath Show with Emma to deliver a fresh, high-energy breakfast lineup.

A forward thinking station

SCA’s chief content officer, Dave Cameron, says the move is about breaking away from the predictable and giving Sydney listeners something truly different.

“Sydney is craving something fresh and relevant, and that’s exactly what we’re delivering,” Cameron said. “In a city saturated by old shows with old voices, all doing the same old dirty gear, and playing the same old songs day after day – without supporting new music and new artists – 1041 2Day FM is stepping up with a format that’s forward-thinking, energetic, and focused on bringing exciting new music to listeners, alongside exciting new voices at breakfast.”

He added, “Younger music lovers and creators have been left behind, but that changes today with our guarantee to play more new music than our competitors. Take a listen to 1041 2Day FM from today, and you’ll hear something unlike any other Sydney station.”

The new sound of 1041 2Day FM officially launches on Thursday, 13 March. Listeners can tune in via 104.1 FM in Sydney or stream live on LiSTNR.

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When life throws you curveballs, how do you catch them? Pia Coyle, managing director of PHD Sydney, joins us on the latest episode of Uncomfortable Growth® Uncut to discuss just that. Her journey is not just a story of career success; it’s a tale of personal upheaval, resilience, and the power of vulnerability.

Pia’s life was a set menu of societal expectations: first boyfriend turned into marriage, children, and a stable job. But what happens when the menu gets tossed aside? For Pia, a divorce after 20 years of marriage was the catalyst for profound self-discovery.

Pia’s openness about the struggles of single parenthood, the complexities of dating after divorce, and the rediscovery of personal passions like swimming and tarot cards, paints a picture of a woman reborn through her challenges.

But Pia’s story is more than just personal growth. It’s about how personal change can lead to self-belief, which drives professional transformation. She talks about authentic leadership, the importance of connection, and how vulnerability can become a strength in the workplace.

Through her experience, Pia demonstrates that being grateful and accepting our whole selves, including the messy parts, can lead to a more fulfilling career, a more connected life and greater appreciation of the struggles that expand us.

Pia’s story is not just about getting back up after a fall; it’s about rising to heights never before imagined.

So, if you’re ready to be inspired, to reflect on your own life’s set menu, and to find out how to turn life’s curveballs into opportunities for growth, listen to this episode now.

Listen Here

Learn more about Uncomfortable Growth® & Rowena here.

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

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

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After a decade-long career in journalism and marketing, former Are Media lifestyle director and journalist Gabriella Del Grande has launched her PR and copywriting agency, Grande Creative.

Having transitioned into marketing and copywriting in 2022, Grande spent the past few years freelancing alongside a full-time marketing role. The success of this work inspired her to take the leap into running her own business, offering tailored PR and copywriting services to lifestyle brands and small businesses that may not have the budgets for large-scale PR support.

“I’ve seen so many incredible small brands struggle to secure media coverage because traditional PR support can be out of reach,” Grande said. “Grande Creative is about making PR and copywriting more accessible, ensuring these businesses don’t miss out on the opportunity to grow their brand awareness in meaningful ways.”

As part of her new venture, Grande will continue to support other PR agencies as a contractor, having previously worked with Sunday Agency and currently collaborating with She Wolf Agency.

Grande Creative has already secured two key clients: UK-based beauty brands Barry M and Q+A Skincare, helping both expand their presence and brand awareness in the Australian market.

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You may have seen the term “social search” pop up in your feed or seen a mention somewhere in the online universe. It’s not just the latest buzz phrase. Consumers are increasingly turning to social platforms for product discovery, review and brand recommendations. Social search is changing the way brands need to engage with their consumers. No longer relying solely on Google for information, people are seeking real, relatable and authentic recommendations from people they trust (often in video format!).

What this means for brands more than ever is the need to lean into the power of micro and nano influencers to drive large scale, positive and high impact UGC content that helps fuel brand discovery, engagement and conversion. These influencers are naturally creating social search friendly content as the algorithms favour authenticity, trust and peer to peer recommendation, which can flood the social sphere with volume and diverse content favouring search results.

Forty per cent of Gen Z are using TikTok as a search, a number that will increase as algorithms get smarter and AI plays a bigger part on social platforms. As a result, the brands that will stay ahead are those that ensure they have visible, authentic and influential content that fosters peer to peer recommendation, influencers action, is always on and is at scale. Brands will need to tap into the micro and nano influencers who can share their experiences, creating content that builds trust through authentic storytelling, product trials, and real positive reviews.

How brands can stay ahead of social search:

1. Understand where your brand is: Use search to discover where your brand and competitors sit now, what people are saying (or not saying) and what strategies can you put in place to create content that supports brand perception and positive search in your category.
2. Authenticity and relatability: Consumers engage with content that feels genuine. Micro and nano influencers create content that showcases real experiences to likeminded people, making their recommendations trusted and more influential than ads*.
3. Optimise for search: Use relevant keywords in your video titles, descriptions and tags on your UGC. Encourage engagement by asking questions and prompting viewers to share their thoughts. Well-optimised video reviews are more likely to be discovered by users searching for relevant products or services.
4. Volume and diversity: Micro and nano influencer campaigns flood social search with diverse, positive brand recommendations, increasing visibility across different audience segments.
5. Lean on search directory: Embed popular search terms, phrases and trends into your content that supports your search ranking and gets you at the top of the feed
6. Monitor and analyse: Track the performance of your video reviews. Pay attention to metrics like views, engagement and click-through rates to understand what’s working and what’s not.

At Social Soup, we have built a connected community of more than 200,000 nano and micro influencers, allowing us to execute influencer programs that drive brand advocacy. Our recent research on what content drives action shows that consumers are most influenced by informative, relatable and authentic content and creators.

Social search isn’t just a trend: it’s the future of how consumers seek, discover, and buy. Brands that fail to adapt run the risk of becoming invisible or, even worse, seen in a negative light in the spaces where brand perceptions are formed and purchase decisions are made. The brands that win will be those that embrace people powered driven influence.

* Source: https://www.dash.app/blog/influencer-marketing-statistics
https://www.charleagency.com/articles/influencer-marketing-statistics/
https://www.digitalcommunicationsinstitute.com/20-surprising-influencer-marketing-statistics-insights-for-your-brand/

Top image: Cara Norris

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Claxon has been appointed as the media and creative agency of choice for the Better Everyday Project as the organisation’s expands its reach in Australia and prepares to enter the US market.

The independent agency will oversee strategy, branding, web development, creative, and media execution across both digital and offline channels for the organisation.

The Better Everyday Project is dedicated to fostering transformational leadership and personal development. With a focus on executive performance coaching, corporate stress-relief workshops, and leadership skills training, the organisation empowers individuals to be their best selves every day.

Jade Axford, chief growth officer at Claxon, said: “The Better Everyday Project is on an incredible growth trajectory, and we’re thrilled to help drive its next phase of growth.  We were selected for our bold, no-BS approach, and we are committed to delivering a strategic and creative solution that not only builds brand awareness for the brand but will also drive meaningful engagement and results for them.

“By leveraging our proprietary AmpliSync™ framework, we will combine our media efforts across owned, earned, and paid channels, creating a seamless and high-impact marketing strategy enabling Better Everyday Project to achieve its mission to inspire and motivate individuals at scale.”

With over eight years of success driven by word-of-mouth marketing, Better Everyday Project aims to now elevate its marketing approach to focus on scaling its brand, increasing awareness, and achieving YOY revenue growth for shareholders.

Emily Selvadurai, co-founder of the Better Everyday Project, said: “We needed an agency partner that truly understood our mission and had the expertise, passion and commitment to take us to the next level. Claxon’s strategic approach and innovative thinking made them the perfect partner to help us expand and make a lasting impact in the leadership and personal development space.”

Work has already commenced, with the first campaign set to launch at the end of March 2025

Top image: Jade Axford

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News Corp Australia has unveiled Lockdown Kids: How to Break a Generation, a multi-platform editorial and documentary initiative poised to ignite crucial industry dialogue surrounding the long-term consequences of pandemic-era isolation on Australia’s youth.

Led by The Advertiser in Adelaide, the series is rolling out nationally across The Daily Telegraph, Herald Sun, and The Courier-Mail.

Mental health crisis among young Australians

The first episode, released today, highlights a stark youth mental health crisis, revealing that nearly four in ten high school students struggle with anxiety, while suicide remains the leading cause of death among young Australians.

Education system under strain

The second episode, launching tomorrow, uncovers alarming education gaps – nearly half a million students are skipping school regularly, 80,000 have disappeared from the system entirely, and one in five is dropping out before Year 12.

Social media and youth crime concerns

Running throughout the week, the special series also delves into the rise of social media addiction, anxiety-driven disorders like anorexia, and the troubling trend of youth crime fuelled by ‘posting and boasting’ on digital platforms.

The Advertiser editor Gemma Jones said: “It is clear that five years on from the first lockdown too many Australian children are yet to recover from the effects of isolation and home schooling. It is vital we have a conversation about the welfare of Australian children and also weigh up whether shutting schools and locking kids up was the right policy response.”

The series speaks to a wide range of parents, children, experts and politicians including Federal Health Minister Mark Butler to discuss the issues and solutions.

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Poem has won McCain’s social media account in Australia and New Zealand, joining its portfolio of clients PlayStation, Amazon, Nespresso, Uber and Salad Servers.

The independent creative communications agency will develop and execute social media strategies that help the FMCG brand reach commercial and communications objectives.

Poem will be responsible for managing McCain’s social media channels, creating engaging content, and running product specific campaigns. The agency has already begun working on developing a comprehensive social media strategy for McCain across Australia and New Zealand..

“We’re thrilled to partner with McCain, an iconic brand that resonates with so many Aussies and Kiwis,” said Katie Raleigh, Poem managing director. “Social media has evolved dramatically, and today, creating ‘social-first’ content that earns attention is paramount.”

Alex Watts, Poem’s executive director of social and strategy, said: “McCain’s brief for the pitch was refreshing, honest, and a big challenge. We were delighted when it came across our table, and even more delighted to start this partnership. We’ve got something special cooking with the team and can’t wait to get it into the world.”

The partnership comes at a time when brands are increasingly seeking innovative ways to cut through the noise on social media.

Poem’s expertise in developing earned creative, insight-driven strategies, combined with its deep understanding of the social and cultural landscape, makes it the ideal partner for McCain.

“We were impressed by Poem’s strategic thinking, creative approach, and ambitious attitude” George Woodcock, McCain Foods Australia’s media, social and PR marketing manager, said.

“We believe that Poem’s understanding of the evolving social media landscape and their ability to create engaging earned-first content makes them the perfect partner to help us connect with our audiences in new and exciting ways.”

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Switzer Media & Publishing has announced that Jillian Davison is stepping down as Editor-in-Chief of Harper’s BAZAAR Australia/New Zealand after nearly four years at the helm.

Since taking on the role, Davison has played a pivotal role in redefining Harper’s BAZAAR Australia’s creative vision, cementing its reputation for modern luxury and innovative storytelling.

Alex Switzer, CEO of Switzer Media & Publishing, said, “Jillian’s creative leadership and deep industry respect have significantly elevated BAZAAR Australia. Her vision and passion have made a lasting impact on the brand, and we are incredibly grateful for her dedication.”

Reflecting on her tenure, Davison added, “Shaping a modern editorial vision for Harper’s BAZAAR Australia/New Zealand has been an incredible privilege, made possible by the industry’s generous support and a team whose passion and creativity have continually pushed boundaries. I’m immensely proud of what we have built together and excited to see the brand continue to innovate. I look forward to forging new creative opportunities and contributing to the ever-evolving fashion and cultural landscape in fresh and meaningful ways.”

Davison’s departure marks a significant moment for Harper’s BAZAAR Australia/New Zealand, which was relaunched in September 2021 amid the challenges of the COVID-19 pandemic. Despite the disruptions facing the global publishing industry, the magazine successfully re-established itself, embracing a fresh editorial direction.

As one of the world’s most esteemed fashion magazines, Harper’s BAZAAR has a legacy spanning over 150 years, with 29 editions published across 50 countries. Known for its sophisticated approach to fashion, beauty, art, and culture, the brand continues to inspire readers with a balance of timeless elegance and contemporary innovation.

This leadership change comes at a time of significant growth for Switzer Media & Publishing. The company’s expanding portfolio now includes Harper’s BAZAAR, Esquire Australia, Men’s Health, and Women’s Health, reflecting its evolving multi-channel strategy. Switzer Media & Publishing is expected to announce a new leadership structure in the coming weeks to support the continued success of its brands.

Further details regarding the future direction of Harper’s BAZAAR Australia/New Zealand, including leadership appointments, will be announced soon.

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MILKRUN has teamed up with Paper Moose to launch mobile game that drives customer engagement, achieving over 100k plays in 24 hours.

KICKRUN, which was built and designed by the independent B Corp creative agency, is not only an immersive experience but a valuable platform for the partners and sponsors of the rapid delivery offering.

A mobile game that drives customer engagement

Brad Bennett, head of client success of Paper Moose, said: “It was awesome to create not just a rad game for MILKRUN but provide a new media platform too, in the first day we’ve seen over 100k games played with people engaging with the branded experience for more than 2 mins on average.”

The easy-to-play game sees players keeping their MILKRUN carton in the air for as long as they can while dodging a variety of obstacles. The further your carton travels, the higher your score. All so you can compete for over $10,000 worth of prizes, resulting in a game so addictive, people have already spent hours playing it.

Designed and built entirely in-house at Paper Moose, KICKRUN features retro-style, MILKRUN inspired illustrations and developed using a proprietary custom-built game engine.

Jamie Gagliardi, MILKRUN’s head of marketing, growth and New Zealand, said: “KICKRUN perfectly portrays the playful nature of the MILKRUN brand, delivering a memorable and engaging experience for our customers with the help of Paper Moose to execute this campaign.

KICKRUN is now live to play in Australia and New Zealand.

The game’s success comes after the recent return of Jazz Twemlow to the agency in the role of senior creative copywriter.

Twemlow will team up with creative lead Claire Sutton to push the independent B-Corp and full-service creative agency’s trademark blend of hands-on craft with left-field ideas.

Client: MILKRUN
Head of Marketing: Jamie Gagliardi
Marketing Campaign Manager: Melissa Mahavongtrakul
Brand and Design Manager: Leonardo Miranda Lobos
Agency: Paper Moose
Executive Creative Director: Nick Hunter
Senior Designer: Tchaan Wilson-Townsend
Head of Design: Kenn Huang
Head of Client Success: Brad Bennett
Lead Developer: Greg Poole

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Tentpole moments have become hard to define, nuanced occurrences for advertisers aiming to keep up amid changing audience behaviors and a dynamic media and tech landscape.

Advertisers around the world look for ways to effectively leverage tentpole marketing moments with content that resonates and helps them stand out in a crowded market, and when executed strategically has the power to boost brand awareness and expand reach.

MAGNA Media Trials and TikTok have teamed up to develop “The TikTok Blueprint for Tentpole Success,” a marketing guide designed to help brands activate effectively on the platform, backed by research and proven strategies.

The study focused on advertising around the Paris 2024 Olympics, analysing both TikTok and cross-platform campaigns from brands in the retail, finance, and consumer packaged goods (CPG) sectors. It tested different ad formats, including Topview, Pulse, and Pulse Premiere, as well as various creative approaches, such as creator-led ads and repurposed content.

With sports playing a central role in advertisers’ media-buying strategies, these findings highlight the effectiveness of short-form video content in engaging audiences and maximizing the impact of tentpole marketing.

Among the key findings is the importance and relevance of TV to tentpole events. While short-form videos have changed how people today engage with major cultural events, 42% of people surveyed agree they are using short-form video platforms multiple times per day to follow the event, compared to 35% who followed on TV and 30% who turned to internet Search.

For this specific tentpole moment, the shift to TikTok to consume more of this event content was driven by an increased frequency of use of the platform with 57% of Australian’s stating they “use TikTok more in general”.

MAGNA Media Trials and TikTok study revealed athletes and celebrities’ own content on TikTok was the top reason audiences engaged, with 44% of participants indicating they were on the platform to follow these personalities.

For budget conscious marketers, the data showed tentpole events are unique moments where viewers liked the continuity of seeing TV ads re-purposed on TikTok. The research report ad performance was strong on attention (63%), brand favorability/perception (58%), and enjoyment (54%).

MAGNA and TikTok also discovered that after this initial exposure and connection, creator-led ads then performed better as they continued the drumbeat, lifting search intent by +7% and brand differentiation by +11%.

‘Uniquely powerful advertising opportunity’

“Australians increasingly consume media on demand, choosing what and when to watch,” Hannah Rook, head of intelligence and insights at MAGNA MediaBrands, said. “This makes shared events—and the unified audience they create — a uniquely powerful advertising opportunity.”

“To maximise this opportunity, brands can achieve significant amplification using multi-platform strategies. This study looks to uncover the levers for amplification and show the positive effects on advertising effectiveness.”

Jorge Ruiz, global head of marketing science, TikTok, said: “TikTok continues to be the go-to destination for experiencing and participating in the world’s biggest cultural moments. TikTok is where audiences are engaged, and marketers are able to tap into the excitement around cultural events to help support their advertising outcomes, such as brand awareness and reaching new audiences.

“Our latest research with MAGNA shows that TikTok is now the go-to medium for viewing tentpole events, with 42% of users using short-form video platforms multiple times a day following an event,” Ruiz added.

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Ogilvy Health Australia has appointed Ben Hickey in the newly-created role of head of consumer health to lead the agency’s expanded and diversified consumer health offering.

The local arm of a specialist global influencing product applies a culture-led lens and expands consumer health capabilities will ensure health campaigning continues to balance behavioural science, creativity and health experience to drive real impact on business results and Australian lives.

It aims to ensure health conversations occur in culture where they have the greatest potential to cut through.

Hickey has been working on refining the agency’s diversified offering to now officially launch its expansion this month.  This includes the Australian rollout of Health Influence; a global capability, tailored locally, that provides pharmaceutical, healthcare and wellness brands access to the burgeoning influence economy.

“Ogilvy Health has long been known for its ability to deliver effective patient advocacy through integrated earned-first creativity and public affairs, and powerful healthcare communication, where education, PR and advertising combine to inspire new thinking,” Ogilvy Health Group managing director Rachel Stanton said.

“But we recognise that as consumers increasingly find new sources for health information, we need to embrace showing up in culture, backed by science and behaviour theory, to have greater impact on the lives of Australians. Our expanded offering – including Health Influence – and Ben’s strong experience in the consumer health sector are all key conduits to make this happen.”

Hickey joined Ogilvy in late 2025 from Weber Shandwick Singapore where he was senior vice president of its Healthcare Division for five years. He has also worked at a range of renowned global agencies leading healthcare teams and clients, including Burson and Edelman in London, among others.

He said the agency’s strong expertise across disease states, scientific health communication, health policy, health advocacy and behavior change, combined with Ogilvy PR’s numerous consumer and influence experts, “presents a real opportunity to ensure we are engaging and communicating with Australian consumers in a variety of different ways about a multitude of health and wellbeing considerations”.

“It is crucially important that healthcare companies, brands, organisations and campaigns connect with consumers in an accurate, open and authentic manner, and that their communications are solidly grounded in science and authorised claims,” Hickey said.

“In addition, communications must be developed through a distinct culture lens in order to be noticed and truly change behaviour. Ogilvy’s Health Influence offering ensures consumer health work is properly aligned with their target audience, their interests and the cultural zeitgeist in order to generate cut-through and drive change.”

Hickey said Health Influence would be a particularly powerful tool in communicating with Australian audiences that are becoming increasingly aware of, and interested in health and wellbeing, and looking to new media sources for information.

“It’s no surprise that consumers are looking for advice from a variety of sources and we know that social media is playing a more important role in that information dissemination than ever before. Our Health Influence experts understand this unique landscape, and the power of delivering creative effectiveness and powerful narratives told through credible influencers, while navigating regulatory compliance within the sector.”

With strong experience across national, regional and global healthcare clients, Hickey’s approach is “already having traction”, Stanton said.

“Ben has hit the ground with a bang. He’s already partnering with some big brands, backed by the power the Ogilvy Network offers by way of strategic thinking and creativity, demonstrating the need for a combined culture led, creativity first, approach backed by decades of health experience our Ogilvy team has up its sleeve,” she concluded.

Top image: Ogilvy Health team
Back row L-R: Nina East, Rob Liversage, Peta Lange, Richard Brett, Rachel Stanton
Front row L-R: Mike Lane, Ben Hickey, Katie Panteli, David Bailey

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