Monday January 20, 2025

NOVAK DJOKOVIC australian open
Djokovic Boycotts Nine network over on-air mockery

By Natasha Lee

‘I wanted him to understand my stance and the reasons behind it.’

Novak Djokovic is boycotting on-court interviews at the Australian Open, demanding an apology from Channel Nine after reporter Tony Jones allegedly mocked Serbian fans and insulted him during a live broadcast.

The 24-time grand slam champion skipped the customary post-match chat with Jim Courier after his fourth-round win, instead addressing the crowd briefly before exiting to scattered boos. At a press conference, Djokovic criticised Nine’s silence on the issue, stating, “Since neither Jones nor Channel Nine apologised, I won’t engage with their coverage.”

 

Jones drew backlash for mocking Djokovic and Serbian fans, calling him “overrated” and a “has-been” in a live segment. Djokovic clarified that his protest wasn’t aimed at fans, despite some jeers during his match against Jiří Lehečka.

Djokovic also revealed he had discussed the matter with Tennis Australia CEO Craig Tiley.

“I wanted him to understand my stance and the reasons behind it,” Djokovic said. “I told him, ‘If you want to fine me for not doing the interview, that’s fine. I’ll accept it because I believe this is something that needs to be addressed.’”

Mediaweek has reached out to Nine for comment.

Pictured: Novak Djokovic

TikTok goes dark
Trump grants TikTok reprieve, proposes US ownership stake

By Emma Shepherd

American users who are now greeted with a stark error message.

TikTok announced on Sunday that it was resuming operations in the United States after Donald Trump pledged earlier in the day to grant the platform a temporary reprieve from its impending US ban.

Posting on Truth Social, Trump stated that he would sign an executive order upon taking office on Monday, giving the Chinese-owned video app additional time to secure a buyer. He also proposed that the US government or an American company take a 50% ownership stake in TikTok.

“With this move, we save TikTok, keep it in responsible hands, and allow it to thrive,” Trump said. “Without US approval, there’s no TikTok. With our approval, it’s worth hundreds of billions—possibly trillions.”

It comes after TikTok went dark across the United States at 10pm on Saturday evening AEST, marking an unprecedented moment in social media history. The app, along with CapCut, its popular video editing software, has been disabled for American users, who are now greeted with a stark error message:

“Our services are not available in your country or region. You can still go to Settings and Privacy to manage your account, security, or privacy settings.”

This abrupt shutdown follows months of legal and political turmoil, culminating in the US Supreme Court’s recent decision to uphold legislation banning TikTok unless its Chinese parent company, ByteDance, sold its US operations. The Sunday deadline for compliance has come and gone without resolution, leaving creators, advertisers, and millions of daily users without access.

 

The fallout: A new era for social media

TikTok’s shutdown sends shockwaves through the digital landscape, as it boasted 170 million users in the US alone. Its seamless content algorithm and vibrant creator community made it a must-have platform for both audiences and advertisers. The loss of CapCut, an essential tool for creators producing content beyond TikTok, further compounds the disruption.

For advertisers, this means rethinking strategies. In 2024, TikTok generated an estimated US$12.34 billion in US ad revenue. With 50% to 70% of that revenue now up for grabs, platforms like Meta’s Instagram Reels, YouTube Shorts, and Snapchat are poised to step in.

eMarketer estimates that Meta could gain up to US$3.38 billion in ad revenue, while YouTube and Snapchat also stand to benefit. “This is a once-in-a-generation shift,” said a marketing executive at a major global brand. “Brands that can pivot quickly will win the next phase of digital advertising.”

Creators left in limbo

For creators, the shutdown is more than an inconvenience—it’s a livelihood at stake. Many are scrambling to find alternatives, with apps like Xiaohongshu (RedNote), Lemon8, and even older platforms like Instagram and YouTube experiencing a surge in activity.

“This should be a wake-up call to brands not to rely too heavily on any one platform,” said Danielle Dullaghan, social strategy director at Iris. James Poulter from House 337 added: “The brands and creators who thrive in uncertain times are the ones who prepare for the unexpected,” both told Business Insider.

However, new platforms may not offer the same audience scale or monetisation opportunities as TikTok, leaving many wondering how to maintain their reach and revenue streams.

A broader geopolitical battle

TikTok’s shutdown isn’t just about one app, it’s part of a larger geopolitical struggle between the US and China. The legislation driving the ban was developed to address concerns that TikTok’s Chinese ownership could compromise user data and national security.

Craig Singleton, a China expert at the Foundation for Defence of Democracies, framed it succinctly: “This is about more than apps. It’s about global influence and control over digital ecosystems.”

The decision has prompted similar debates in countries like Australia, where TikTok’s 8.5 million users are watching closely to see how the fallout might impact the platform globally.

What happens next?

TikTok CEO Shou Zi Chew has not commented since the shutdown but had previously expressed optimism about reaching a resolution. However, with the app offline in its largest market, the road to recovery appears steep.

As the US government holds firm on its demands, the ripple effects will likely reshape the social media and advertising industries for years to come. For now, TikTok users in the US are left with a blank screen, and the digital world enters uncharted territory.

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

Clinton Maynard to host 2GB Drive: ‘I’ve got an edge’

By Natasha Lee

‘I can talk to our listeners with genuine knowledge and a deep understanding of what a story is.’

Award-winning journalist and broadcaster Clinton Maynard is the new host of 2GB’s drive show.

Sydney Now with Clinton Maynard will debut on Monday, 27 January, airing weekdays from 3pm to 6 pm.

Maynard, a four-time ACRA winner and three-time Brian White Award recipient, told Mediaweek he was “in shock” upon hearing the news of his new radio show. “You never quite expect these sorts of things to happen,” he said.

The father of three began his journey with the company as a “15-year-old work experience kid” and has since built a remarkable career in news, covering major stories both locally and internationally. “I’ve been really fortunate to be on the ground for so many big events over the years,” Maynard said.

“I was at the Paris Olympics last year and have reported on numerous Olympic and Commonwealth Games. I was also in the courtroom when Schapelle Corby was sentenced and reported live from the scene.”

Maynard believes his extensive reporting experience gives him an edge as a presenter. “I think I can talk to our listeners with genuine knowledge and a deep understanding of what a story is about because I’ve been there when it happened,” he said.

Clinton Maynard will take over the Drive Show on 2GB.

In 2006, Maynard stepped away from reporting to rise through the management ranks, becoming Content Director at 2UE.

Following the station’s merger with 2GB, he returned to reporting and has since worked “just about every shift you can do at the station,” including overnights and weekends – a challenge he manages with the support of his “very understanding wife.”

Maynard acknowledges the “fine line” journalists must navigate when expressing opinions but notes that as a presenter, he’ll have more freedom in this area. “I’m paid to comment on what [politicians] are doing,” he said.

“While I might know the Premier, the treasurer, or the opposition leader reasonably well away from the microphone, my role is to give an opinion on their policies and the actions they’re taking in office.”

Maynard’s new role follows the departure of former 2GB Drive host Chris O’Keefe, who announced he was leaving to launch a political advocacy company.

Pictured: Clinton Maynard

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Paramount’s Tamara Simoneau admits there’s a ‘big twist’ for I’m A Celebrity… Get Me Out Of Here

By Jasper Baumann

‘We spend many months locking ourselves in a room coming up with new challenges and trials…’

I’m A Celebrity… Get Me Out Of Here is back in the South African jungle for the 11th season of creepy crawlies and gross-out challenges.

Ahead of the new season, featuring Dave Hughes and Matty J, Mediaweek caught up with Paramount’s Head of Creative Production and Entertainment, Tamara Simoneau and Head of Integration and Partnerships, Tamar Hovagimian to discuss how they ensure active engagement.

Simoneau admits it isn’t an easy job to keep the show full of fresh ideas which is again hosted by Robert Irwin and Julia Morris. 

“I think our audience loves what the show already delivers and has delivered for ten years,” she said.

“We have to keep all those things. The gross eating trials and all the ridiculous over the top, silly stuff that is just hilarious to watch and great light entertainment.

“But somehow, adding to that, we have to find some some new elements.

“We spend many months locking ourselves in a room coming up with new challenges and trials. We want things that people would say, ‘I would absolutely never do that.’

“This year we have a big twist on how we’re doing our audience voting, which I can’t elaborate on, but that’s another way that we’re keeping this season fresh, the audience will learn that as we go along.”

im a celebrity

Paramount’s Head of Creative Production and Entertainment, Tamara Simoneau and Head of Integration and Partnerships, Tamar Hovagimian

In 2025, Hovagimian says 10 there has been a resurgence in interest from brands looking to work with the show.

“We’re really pleased with the level of support we’ve had and the brands that have come on board with the new summer schedule in mind.

“The market has always reacted well to this format. Particularly in its summer slot. It’s a really great alternative to sport over summer.

“Plus, it’s a family friendly format, and it’s a highly integratable format. So we can be so creative with the way brands can show up, and it offers that sort of level of integration that no other show on Australian television, in my opinion, offers.”

Some of the key sponsors returning for the new season include: Bedshed, who is back for their sixth year with the show; Kellogs, who are a brand new sponsor; Felix Mobile; Youi Insurance and McDonalds.

“The integration for each of them is deeper and more aligned and entertaining than ever,” Hovagimian said.

– Top image: Tamara Simoneau & Tamar Hovagimian

I’m A Celebrity… Get Me Out Of Here! is produced by ITV Studios Australia.

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

Jim Courier
Jim Courier returns to Australian Open coverage amid personal tragedy

By Emma Shepherd

‘You’ve been missed. Welcome back.’

Tennis legend Jim Courier made an emotional return to Nine’s Australian Open 2025 coverage on Friday night, marking his first appearance at the 2025 tournament after missing the opening week due to personal connections to the devastating Los Angeles wildfires

The fires, which have claimed at least 27 lives and destroyed over 12,300 structures, have left a profound impact on Courier, whose thoughts, he said, remain with those affected back home.

Welcomed back by Nine’s James Bracey, Courier’s return signals the beginning of the tournament’s peak. Bracey introduced the former world No. 1 with heartfelt appreciation. “The Australian Open really feels like it’s getting started now because the man synonymous with the tournament, particularly on Australian screens, Jim Courier, is in the house for the first time. You’ve been missed. Welcome back.”

The Australian Open 2025 officially kicked off on Sunday, 12 January, and Nine’s Wide World of Sports has been the exclusive destination for all the action. With over 300 hours of live, free-to-air coverage across Channel 9HD, 9GemHD, and 9Now, tennis fans have had unprecedented access to every moment of the tournament from Melbourne Park.

Nine’s commentating team includes:

Jim Courier
The former world No. 1 player from the United States won four Grand Slam singles titles, including two Australian Open and two French Open championships. Courier holds the distinction of being the youngest man to reach the singles finals of all four Grand Slams by the age of 22. He is renowned for his insightful analysis and depth of tennis knowledge.

John McEnroe
A legend of the sport, McEnroe is celebrated for his exceptional shot-making and volleying skills. A seven-time Grand Slam singles champion and 10-time doubles champion, he has been a prominent commentator for ESPN, BBC, and other global broadcasters, offering unparalleled expertise and charisma.

Jelena Dokic
The former world No. 4 Australian star made headlines in 1999 when she defeated Martina Hingis as a 16-year-old at Wimbledon, in one of the sport’s greatest upsets. Dokic brings a fresh perspective to the commentary team, informed by her experience on the global tennis stage.

Todd Woodbridge
Among the greatest doubles players in tennis history, Woodbridge boasts 16 Grand Slam men’s doubles titles, including nine at Wimbledon. A former world No. 1 in doubles, he is highly respected for his strategic insights and deep understanding of the game.

Lleyton Hewitt
A two-time Grand Slam singles champion and former world No. 1, Hewitt remains one of Australia’s most iconic tennis players. He won the US Open in 2001 and Wimbledon in 2002, and he continues to be a key figure in Australian tennis as Davis Cup captain.

Sam Stosur
A former world No. 1 in doubles and US Open singles champion in 2011, Stosur is one of Australia’s most accomplished players. Known for her devastating kick serve and tactical prowess, Stosur offers unique insights into both singles and doubles play.

Additional commentators and hosts

Nine’s coverage will also feature:

• Dylan Alcott: Australian wheelchair tennis legend and 15-time Grand Slam singles champion.

• Casey Dellacqua: Former doubles world No. 3 and Australian Open finalist, bringing a wealth of doubles expertise.

• Sam Smith: British former professional player and experienced broadcaster known for her thoughtful analysis.

• John Millman: Recently retired Australian pro with fresh insights from his years on tour.

• Alicia Molik: Former Australian world No. 8 and doubles Grand Slam champion, renowned for her tactical expertise.

Hosts and reporters

On Channel 9, coverage will be hosted by James BraceyRoz Kelly, and Tony Jones, while Sylvia JeffreysNick McArdle, and Brett Phillips lead on 9Gem. Off-court insights will come from Clint Stanaway and Danika Mason, with Brenton Speed and Peter Psaltis providing match commentary.

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

TikTok ban
TikTok’s $12bn question: Will Trump save the social media giant or let it fall?

By Emma Shepherd

‘My decision will be made in the not-too-distant future.’

TikTok, the social media juggernaut with 170 million users in the US and about 8.5 million in Australia, faces a looming crisis. On Friday, the US Supreme Court upheld legislation banning TikTok unless its Chinese parent company, ByteDance, divests from its US operations. The decision, grounded in national security concerns, leaves the app’s future hanging by a thread as a Sunday deadline approaches.

The law, passed with bipartisan support and signed by outgoing President Joe Biden, aims to address fears that TikTok’s data collection could expose sensitive user information to the Chinese government. TikTok challenged the legislation on free speech grounds, but the Supreme Court rejected the claim. “Congress has determined that divestiture is necessary to address its well-supported national security concerns,” the court wrote in its unanimous opinion.

Trump’s role and global implications

With Donald Trump set to be inaugurated as president on Monday, TikTok’s fate now lies in his hands. Trump, who once supported banning the app, has recently signalled a change in stance. “The Supreme Court decision was expected, and everyone must respect it. My decision on TikTok will be made in the not-too-distant future,” he posted on TruthSocial. However, his administration’s plan remains unclear, and his nominee for attorney general, Pam Bondi, has refused to comment on the matter during confirmation hearings.

Adding to the intrigue, Trump spoke with Chinese President Xi Jinping on Friday. “It is my expectation that we will solve many problems together, and starting immediately,” Trump wrote, noting that TikTok was among the topics discussed.

A Joe Biden administration official told CNN, “Our position on this has been clear: TikTok should continue to operate under American ownership,” suggesting the outgoing government will leave enforcement to Trump’s administration.

Billions of ad dollars up for grabs

The ban could reshape the social media and advertising landscape, with billions of dollars in ad revenue up for grabs. According to Business Insider’s sister company, eMarketer, TikTok generated an estimated $12.34 billion in US ad revenue in 2024. If the ban proceeds, the platform could lose 50% to 70% of that revenue, or between US$6.17 billion and US$8.64 billion.

Meta, the owner of Facebook and Instagram, stands to benefit the most, with the publication estimating that Meta could gain between $2.46 billion and $3.38 billion in additional ad revenue as advertisers shift budgets. Similarly, Morgan Stanley analysts predict that a TikTok ban could boost Meta’s earnings per share by 5% to 9% for fiscal year 2026. “Instagram scrolling is poised to replace some of the time US users spent on TikTok,” eMarketer analysts noted. In 2024, TikTok users in the US spent nearly an hour per day on the app, and three-quarters of those users were also active on Instagram. That leaves nearly an hour of daily media time up for grabs—a significant opportunity for competitors like Meta.

Advertisers and users scramble for alternatives

TikTok hasn’t just changed the game for creators, it’s rewritten the rulebook. Its algorithm is so finely tuned it feels almost psychic, leaving other platforms scrambling to catch up. Unsurprisingly, global giants like Nike, McDonald’s, and Amazon have leveraged TikTok as their go-to for connecting with younger, hyper-engaged audiences.

However, the potential ban has given rise to a new phenomenon: “TikTok refugees.” These creators and users are already seeking alternative platforms to maintain their reach and relevance. Apps like Xiaohongshu, also known as RedNote, and Lemon8, both Chinese-owned, have seen a surge in downloads. “The CCP has been put on notice that the American people’s data is no longer for the taking,” former Vice President Mike Pence posted on X, urging Trump to enforce the law.

One app gaining particular attention among these refugees is RedNote, a short-form video platform with many of TikTok’s features. However, the app faces challenges, particularly with its Mandarin-based interface, which some Western users find difficult to navigate. Despite this, its potential as a new home for displaced creators and advertisers is still appealing.

Craig Singleton, a China expert at the Foundation for Defense of Democracies, highlighted the broader implications, saying, “Beijing isn’t just building apps; it’s building a discourse power ecosystem to shape global narratives and influence societies.”

All eyes on Trump and the clock

Meanwhile, TikTok CEO Shou Zi Chew remains optimistic. In a video posted after the court ruling, he thanked Trump for his “commitment to work with us to find a solution that keeps TikTok available in the United States.” Chew called the court’s decision “a strong stand for the First Amendment and against arbitrary censorship.”

With Sunday’s deadline just a day away, TikTok’s future hangs in the balance. Creators and advertisers are rushing to diversify and find alternatives, but the bigger picture is hard to ignore. This isn’t just about one platform, it’s about the shifting tides of data security, digital influence, and geopolitics.

Right now, all eyes are on Trump and that ticking clock.

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

How and where to watch: 7NEWS’ special coverage of the US presidential inauguration

By Emma Shepherd

Australians can tune into Seven and 7plus for exclusive live coverage on Tuesday, January 21, 2025.

Australians can tune into Seven and 7plus for exclusive live coverage of the US Presidential Inauguration as Donald Trump is sworn in for his second term as the 47th President of the United States on Tuesday, January 21, 2025.

7NEWS foreign editor Hugh Whitfeld will lead the broadcast from 3:00am AEDT, providing real-time updates and in-depth coverage alongside expert commentary from Dr Keith Suter AM and Simon Jackman. The live special will offer viewers unparalleled insight into this historic event.

Where to Watch

The comprehensive coverage begins early, catering to all major time zones across Australia:

• Sydney, Melbourne, Brisbane, Adelaide, Perth

• 3:00am AEDT/AWST7NEWS Presents: US Presidential Inauguration

• 5:00am AEDT/AWSTSunrise

• 9:00am AEDT/AWSTThe Morning Show

• 6:00pm AEDT/AWST7NEWS

The live broadcast will also feature on-the-ground reporting from 7NEWS US Correspondent Tim Lester, who will capture the key moments from Washington DC, ensuring Australian viewers don’t miss any pivotal developments.

Expert analysis and live reports

Dr Keith Suter AM, a renowned international affairs expert, and Simon Jackman, a leading authority on US politics, will provide valuable context and analysis throughout the program. Their expertise will help Australian audiences navigate the complexities and significance of Trump’s return to the White House.

The inauguration coverage will seamlessly transition into Sunrise at 5:00am, where co-hosts will continue the conversation with more expert commentary, reactions, and insights.

For those unable to tune in early, 7NEWS at 6:00pm will deliver a comprehensive recap of the inauguration, featuring highlights, expert analysis, and the latest updates from both the US and Australia.

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

BONDS bids farewell to friction in a new campaign for its chafe off undies via Special

By Alisha Buaya

Ryan Fitzgerald: ‘We’re looking forward to seeing what else the BONDS brand can take from punchy to positive.’

Creative agency Special is bringing to life BONDS Chafe Off undies in its new Goodbye Friction campaign.

The campaign imagines a world where, thanks to BONDS Chafe Off, friction is a thing of the past; the heated trash talk in a rugby scrum transforms into compliment-laden words of affirmation, and hot-headed chefs dish up wholesome support and appreciation with their trademark passion and intensity.

It allows BONDS to play an active role in helping people bid Goodbye to Friction in all aspects of life. Be it amongst sporting rivals, between reality TV contestants or in heated gridlock traffic; there’s no bit of prickly friction that can’t be soothed.

“From all caps emails to gnarly carpark interactions, band breakups to the global political climate, friction really does have a lot to answer for,” Ryan Fitzgerald, executive creative director of Special, said.

“There’s plenty that can be soothed by simply donning a pair of BONDS Chafe Off undies, we’re looking forward to seeing what else the BONDS brand can take from punchy to positive.”

Liz Coburn, BONDS marketing manager, said: “We hear from men every day that chafing is their #1 pain point when it comes to undies.

“BONDS Chafe Off is revolutionising the game by stopping friction in its tracks. Through our cheeky BONDS humour, we hope to share the friction-free joy to Aussie men all around the country.”

The campaign is brought to life across Online Video, Social, OOH and POS.

CREDITS

Client: BONDS
Head of Marketing: Kedda Ghazarian
Marketing Manager: Liz Coburn
Senior Brand Manager: Edwina Moller

Agency: Special
CEO/Partner: Lindsey Evans
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Rebecca Stambanis
Head of Strategy, Melbourne: Nathan Rogers
Senior Strategist: Laura Wiseman
ECD: Ryan Fitzgerald
Creatives: Lauren Regolini, Locki Choi
Design: Sarah Ristevski
Managing Director: Sasha Firth
Business Director: Marnie Dunn
Business Manager: Maddie Williams
Head of Film + Content: Sophie Simmons
Senior Producer: Katherine Muir
Production Coordinator: Aleisha Winslow
Prod Co: Collider
Managing Partner & Exec Prod: Rachael Ford- Davies
Exec Prod: Tom Slater
Dir: Nash Edgerton
Prod: Martin Box
D.o.P: Aaron Mclisky
Editor: Drew Thompson @ARC
Grade: Edel Rafferty
Online: Ryan Brett @ Manimal Post
Audio Producer: Irene Kakopieros
Sound Engineer: Daniel William
Social & TikTok Director: Alice Adlide
Social & TikTok Post Production: Denzil Heeger @ Manimal Post

Media Agency: OMD and Incubeta

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

essencemediacom - google pixel
Google Pixel teams up with EssenceMediacom, 72andSunny, and Sense Group to launch Australian Open 2025 campaign

By Alisha Buaya

Ross Berthinussen: ‘Sport is such a powerful way to connect with Australians and build brand associations.’

Google Pixel has launched its Courtside Magic campaign at the Australian Open 2025 (AO25), in collaboration with EssenceMediacom, 72andSunny, and Sense Group.

The 360 partnership features tennis legend Mark Philippoussis, and includes TV ads, OOH, social and on-site activations, marking the second year of its award-winning partnership with Tennis Australia.

This campaign promises to deliver an unparalleled experience for tennis fans, seamlessly integrating technology and creativity to capture the magic of the Australian Open.

Google Pixel aims to elevate fan engagement by connecting them with the unscripted, against-the-odds moments of the AO, both on and off the court. With AO25 attendance on track to break records again, an exciting addition to the partnership is the Google Pixel Studio – an immersive, two-storey activation built to help fans get the perfect group shot.

Google Pixel has collaborated with Nine, JCDecaux and oOh! Media to bring the campaign to life.

essencemediacom - google pixel

Emma Dodd, head of devices and services marketing, Google AUNZ, emphasised the cultural significance of the AO in Australia. She said: “The AO is such an iconic, cultural moment in Australia, so this year we’ve built our campaign to follow the fans across their journey of the AO. By doing so, we’re able to add some magic to their experience on TV, in the streets, at the precinct, and on their phones.”

Roddy Campbell, director of partnerships and international business, Tennis Australia, said: “We had a lot of fun in 2024 with Google Pixel in their first year as a partner of the AO. We’re excited to work with Google Pixel to push the boundaries again this year by creating rich behind the scenes content and a new eye catching Google Pixel activation in ‘the Village’, a new zone within the precinct that fans are loving already at AO25.”

Ross Berthinussen, president of ANZ, 72andSunny, explained: “Sport is such a powerful way to connect with Australians and build brand associations. It was great to collaborate with the team to design strategically and creatively how Pixel could show up across the AO experience, from courtside to activations, as well as in advertising”.

As the Official Smartphone and Camera of the Australian Open, Google Pixel has created a cross-channel experience, optimised for modern AO fans who balance live and non-live content across Social, TV, BVOD and OOH.

One of the campaign spots features tennis legend Philippoussis showcasing Google Pixel’s Circle to Search feature. This feature is a more convenient way of seamless visual searching by circling an image, so users can get the information they need even if they can’t describe it.

In addition to new contextual creative, Google Pixel will dominate social feeds with innovative player and creator-led content that captures the raw emotion and excitement of the tournament.

Dan Collier-Hill, brand partnerships Lead APAC, EssenceMediacom, said: “While there are a lot of powerful partnerships on show at the AO, our team wanted to find ways to make Pixel synonymous with the magic of the AO. Building on the success of last year’s breakthrough idea around BTS social content, we’re really excited to evolve it and bring together global talent, local influencers, and broadcast to elevate how fans not only make, but experience, moments of magic throughout the tournament.”

This year, the partnership is bringing a new experience to the grounds of the Australian Open with the launch of the Google Pixel Studio. This immersive two-storey activation lets tennis fans experience Pixel’s AI camera features, like Best Take, up close. This feature helps fans blend similar photos into their perfect AO group shot.

Mark Bennedick, director, Sense added: “We’ve never designed and built anything so unique for Pixel. The Google Pixel Studio is an amazing opportunity to let fans play, learn, and create their own special memories of the AO using a Pixel device.”

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

Initiative - Tom Dodd and Jo McAlister
Initiative promotes Tom Dodd as its new chief strategy officer

By Alisha Buaya

Jo McAlister: ‘It makes complete sense that we would promote from within for this coveted role and task Doddy with continuing to build upon this momentum.’

Initiative has promoted Tom Dodd from national head of strategy to chief strategy officer, immediately tasked with designing and leading the next evolution of Initiative’s strategic product nationally.

He steps into the role following the departure of chief strategy and product officer Chris Colter last year, along with the then-CEO Melissa Fein and MD Sam Geer. All three left resigned from the Mediabrands agency in May for Accenture Song.

Based in Melbourne, Dodd brings nearly two decades of media planning and strategy experience, spanning senior roles in the UK and Australia.

He was head of media at IAG – Initiative’s client – prior to his national head of strategy role, managing the media business across IAG’s brand portfolio, including NRMA Insurance and CGU. Previously, he was Sydney’s head of connections planning at UM.

Jo McAlister, CEO of Initiative, said: “Initiative has always been celebrated for having a deep bench of Strategic talent; therefore, it makes complete sense that we would promote from within for this coveted role and task Doddy with continuing to build upon this momentum.

“I was blown away by the calibre of talent who were put forward for the role, but Doddy was my first and natural choice to be appointed as chief strategy officer. He has been immersed in our business for over two years as our national head of strategy, and like me, has valuable client-side experience, so really understands how our clients think and what is required from a strategy perspective to propel them forward.

“He is an exceptional leader with extensive experience leading agency villages coupled with a deep knowledge garnered from working client side, which makes him an invaluable asset to the agency’s SLT and strategy team.

“But the best thing about Doddy is his ability to bring out the best in everyone, he has extraordinarily high standards and is relentless in making sure our work is of the highest quality, however what I love most is he takes everyone, from Client service to his Strategy team to Investment along on the journey with him.  I can’t wait to see what he will achieve this year for the agency and our clients,” McAlister said.

Dodd said of his new role: “When I joined Initiative, we were coming out of COVID and clients were looking for interesting ideas and experiences to solve their business challenges.  That hasn’t changed but added to the mix is the immersion of data-led thinking underpinned by AI, and Initiative is perfectly poised to utilise these technologies to deliver best in class thinking to our craft.

“It’s an incredibly exciting time to be leading the agency’s strategy offering. I am excited about working with Jo and the team to craft a new agency narrative and expand the national Strategy/Comms Design teams ensuring they are totally focussed on driving sustainable business growth, for clients and continuing Initiative’s reputation as leading strategic thinkers.” Dodd concluded.

McAlister added: “Doddy & I have been given a special opportunity to lead an agency that truly reflects us – we love Initiative’s challenger mindset; we want to do brave work with our client partners, and we are obsessed with giving everyone an opportunity to shine. The excitement and energy to redefine Initiative in a new era is palpable across the office and 2025 is certainly starting with a bang.”

Dodd will announce his full national strategy team shortly.

Top image: Tom Dodd and Jo McAlister

TikTok
As Trump brings back TikTok in the US, Simon Bates talks STEM Feed launch in Australia

By Alisha Buaya
 
Simon Bates: ‘If the content identified does not pass this triple-layer fact-checking process, it will not be eligible for the STEM feed.’

While the US ban on TikTok comes into force this week, the platform set its sights on solidifying its presence in Australia with the launch of a dedicated STEM (Science, Technology, Engineering and Mathematics) feed last week.

The STEM feed not only aims to quench the thirst for knowledge and answers in the field but also to inspire the next generation of engineers, scientists, and doctors.

Simon Bates, head of content for TikTok Australia & New Zealand, told Mediaweek that Australia has led the way in STEM with innovations such as Wi-Fi, spray-on skin, the polymer banknote, and the dual flush toilet.

He said the feed aims to make STEM content accessible to people everywhere so they can discover “high-quality, fact-checked educational videos.”

“We hope it helps to inspire the next generation of Australians to pursue science, technology, engineering, and maths subjects, which are vital for Australia’s future.”

Trusting the fact-checking process

While other platforms are stepping away from fact-checking programs and independent reviews, TikTok is leaning into ensuring the reliability of the content shared in the feed.

Bates explained the platform has partnerships with independent organisations Common Sense Networks and Poynter Institute as part of a triple-layer fact-checking process.

First, TikTok identifies videos that are STEM-related, then Common Sense Networks assess the identified video to make sure it’s appropriate for the STEM feed, and finally, Poynter assesses the reliability of the information presented in these videos.

“If the content identified does not pass this triple-layer fact-checking process, it will not be eligible for the STEM feed.”

TikTok

Laura Simmons SEA LIFE Sydney, RFS Commissioner Rob Rogers, Dr Karl TikTok creator, Dr Kirsten Banks TikTok creator, Walt Carroll TikTok creator, Dr Jodi Rowley Australian Museum.

‘We jumped at the chance to launch the dedicated feed’

There is a demand for STEM content on TikTok. Bates noted that based on other markets where the STEM feed is available, one in three young people visit the feed on a weekly basis, and content has grown on TikTok by 35%.

“We already have some amazing STEM creators in Australia on TikTok, so we jumped at the chance to launch the dedicated feed.”

Bates proudly highlighted that 
there are over 500 Australian STEM creators on the feed, and their videos have garnered over 830 million views on TikTok.

These local creators join the more than 7,000 creators globally who share content on everything from space and medicine to the science of bushfires.

Among the local creators are the NSW Rural Fire Service (
@NSWRFS), the first emergency service to join the feed, Dr Karl Kruszelnicki (@drkarl), Gilmour Space Technologies, Dr Kirsten Banks (@AstroKirsten), and Walt Carroll (@oneminmicro).

‘If you have a question, there is bound to be an answer’

Bates called TikTok the “perfect place to bring together educational content in a fun and accessible format.

“What also makes it unique is the amazing variety of content from individual creators and respected organisations. If you have a question, there is bound to be an answer.

Bates shared that he too learnt a fun fact while exploring the content on the channel from Walt Carroll (@oneminmicro). “He taught me that microscopic mites live on the rind of mimolette cheese to help develop its flavour… a good reminder not to accidentally eat the rind where the mites hang out!”

Top image: RFS Commissioner Rob Rogers, Laura Simmons SEA LIFE Sydney, Simon Bates Head of Content TikTok AUNZ, Dr Karl TikTok creator, Dr Kirsten Banks TikTok creator, Dr Jodi Rowley Australian Museum, Walt Carroll TikTok creator.

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

IAC Reggie Bird
Bird is the word: Reality TV royalty heads into the jungle

By Emma Shepherd

I’m A Celebrity… Get Me Out Of Here! premieres Sunday, 19 January, 7.00pm on 10 and 10 Play.

The countdown is on! This Sunday, 19 January, at 7.00pm, I’m A Celebrity… Get Me Out Of Here! returns to Ten and 10 Play, bringing a brand-new batch of celebrities to the wilds of South Africa.

Yes, the rumours are true. Reggie Bird, the first woman to win Big Brother Australia and the only contestant ever to win the series twice, is swapping the safety of the BB house for the unpredictable chaos of the jungle.

Bird first won over Australia in 2003 as Tasmania’s down-to-earth fish and chip shop manager. Her wit, warmth, and authenticity turned her into a household name. Then, almost two decades later, she did the unthinkable, returning to Big Brother in 2022 to clinch the crown for a second time. Now, she’s ready to take on an entirely different challenge under the watchful eyes of Robert Irwin and Julia Morris.

Will Bird’s charm and resilience help her thrive in the jungle, or will the harsh conditions prove to be her toughest test yet? And what about her fellow campmates, who else will step out of their comfort zones and into the unknown?

Ahead of the new season, Mediaweek caught up this month with hosts Robert Irwin and Julia Morris to get an insight into what viewers can expect from the new season and how the show has evolved over the years.

“Over the years, it’s become more and more appointment TV for families,” Morris said.

“There’s so few shows where multiple generations can sit down together and have a laugh, and certainly, as a parent of teenagers, I am constantly trying to find things that we can actually sit down together and enjoy.

“This is the one time where I can actually get all the kids and the grandparents and everyone to sit down and watch it and laugh.”

Irwin’s role as a conservationist he says gives his place on the show a unique perspective because his whole life has been about wildlife conservation, and the show already had such a priority for wildlife before he even joined.

“My whole life has been about wildlife conservation and trying to spread that message to as many people as possible in a really universal way that doesn’t feel like you’re getting lectured on the taxonomy of a species of animal, it feels like you’re accidentally learning something,” he said.

“At the end of the day, that’s what I’m A Celebrity does so well, it’s about having fun, it’s about having a laugh and it’s about the entertainment.”

Get ready for drama, laughs, and unexpected alliances as the season kicks off this Sunday night. Don’t miss the chance to see Reggie Bird spread her wings and tackle the jungle head-on.

I’m A Celebrity… Get Me Out Of Here! premieres Sunday, 19 January, 7.00pm on 10 and 10 Play.

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

Seven locks in every ball of Australia’s cricket showdown

By Emma Shepherd
 
‘There’s never been a more exciting time to be a cricket fan’

Cricket fans are in for a treat, with Seven and 7plus Sport securing every ball of Australia’s tour of Sri Lanka, featuring two Test matches and two ODIs, live and free.

Seven Network Head of Cricket, Joel Starcevic, said the lineup cements Seven as the home of cricket. “This summer has proven Aussies can’t get enough of the game, and we’re thrilled to bring more action as Australia takes on Sri Lanka,” he said.

Before the tour, fans can catch the thrilling conclusion of the BBL regular season, leading to the Final on Monday, 27 January.

Adding to the cricket feast, the Australian women’s team will face England in a historic Women’s Ashes Test at the MCG starting Thursday, 30 January.

“There’s never been a more exciting time to be a cricket fan,” said Starcevic. “From the BBL Finals to the Women’s Ashes and Australia’s tour of Sri Lanka, it’s all live and free on Seven and 7plus Sport – the ultimate destination for cricket.”

How to watch the cricket on Seven

Viewers can watch Australia v Sri Lanka live, free and exclusive from Wednesday, 29 January on Seven and 7plus Sport.

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

geely - Havas Media
Havas Media joins Geely Auto’s agency village as it launches first consumer engagement campaign

By Alisha Buaya

Li Lei: ‘Bringing a car to market requires more than just a product and strong dealership network.’

Havas Media has been appointed as the media arm of Geely Auto’s agency village, joining forces with sister agency Havas Host, which has been handed responsibility for Creative and Social Media, and dentsu, who leads PR and website development.

The agency will use its automotive experience and knowledge with the Chinese automotive maker’s first consumer engagement campaign in Australia, focused on creating meaningful connections across digital, social, and OOH channels.

Havas Media will showcase Geely’s impressive innovation, smart technology, and competitive edge to millions of Australians. The campaign will also support pre-launch activities for the upcoming Geely EX5.

“The journey to establish our brand and operations in Australia has been incredibly rewarding for our team,” Li Lei, head of Geely Auto Australia, said. “Bringing a car to market requires more than just a product and strong dealership network – it’s about building a genuine connection with consumers through creative storytelling and impactful campaigns.

“We are excited to have Havas Media join us and use their expertise to create meaningful connection with Australian consumers, and thrilled to have brought to life this very first campaign.”

Havas - Virginia Hyland

Virginia Hyland

Virginia Hyland, CEO Havas Media Network ANZ, added: “We are excited to partner with Geely Auto who are clear about their ambitions to grow market share. As a technology-first brand revolutionising the future of mobility, Geely Auto’s entry into the Australian market represents a perfect alignment of innovation and opportunity.

“Coupled with our team of automotive specialists we can help accelerate market share, developing impactful attention of the top of funnel brand proposition through to dealer support to deliver sales uplift.

“There has never been a better time for Geely to enter the Australian market as consumers are open to new car brand entrants with exceptional technology and competitive pricing. We are looking forward to supporting Geely to capture the hearts and minds of the Australian consumer.”

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

TV Guide: How to watch I’m A Celebrity… Get Me Out Of Here!

The 11th season premieres on Sunday, 19 January. Here’s how to watch

The South African jungle will be home to a range of celebrities as the 11th season of I’m A Celebrity… Get Me Out Of Here! premieres on Sunday, 19 January at 7pm on Channel 10 and 10 Play.

Robert Irwin returns to co-host the show with comedian Julia Morris and one celebrity – Matty J – is already confirmed with the others set to be revealed during the first episode.

“At the end of the day, I’m A Celebrity is about having fun, it’s about having a laugh and it’s about the entertainment,” Irwin told Mediaweek.

“There are so few shows where multiple generations can sit down together and have a laugh, and certainly, as a parent of teenagers, I am constantly trying to find things that we can actually sit down together and enjoy,” Morris added.

Matty Johnson, who originally shot to fame on The Bachelorette, will join the show, famous for its wild challenges and tough living conditions.

“I apologise in advance for the farting,” he announced on Instagram.

Johnson appeared on Georgia Love‘s season of The Bachelorette, and then again on The Bachelor Australia in 2017 where he met his now wife, radio host and jewellery designer Laura Byrne, and the couple have two daughters.

Since the show the Johnson, also known as Matty J, co-hosts parenting podcast Two Doting Dads and works as a TV presenter.

Matty J

Matty J is heading into the ‘I’m a Celebrity’ jungle for 2025.

Teasers for the show’s other contestants have revealed hints and showrunners have told Mediaweek they’re convinced this is one of the show’s strongest line-ups.

Last year, Skye Wheatley won the 10th season beating out fellow top three contestants Callum Hole and Tristan MacManus.

Where can I watch I’m a Celeb?

The show premieres on Sunday, 19 January at 7pm on Channel 10 and 10 Play.

I’m A Celebrity… Get Me Out Of Here! is produced by ITV Studios Australia.

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

LinkedIn
51% of Aussie job seekers have been ghosted by potential employers

By Alisha Buaya

New research from LinkedIn reveals the process has become harder over the last 12 months.

Nearly three in five (59%) Australian professionals say they will look for a new job in 2025; however, new data reveals that 51% of respondents say they have been ghosted during their job search.

New research from LinkedIn reveals the process is getting harder, with over half of the candidates being ghosted – not hearing back from potential employers – after reaching out.

Around four in ten say they have been applying for more jobs than ever before, while 57% are hearing back less, according to the platform’s data.

This trend highlights the growing challenges job seekers face in the current market, with two-thirds (67%) of Aussies saying they are frustrated by the job search experience and 55% agreeing the process has gotten harder over the last year.

LinkedIn

The biggest motivators for professionals looking to change jobs this year include the desire for higher wages (49%) and the wish for better work-life balance (36%).

Matching skillset to the role

For many, the job search has become a numbers game, and they are increasingly open to exploring new career paths. Aussie job seekers say they apply on average for seven roles a week, and 65% are seeking opportunities outside their current industry or role, up from 52% last year.

Hirers are also increasingly challenged by people applying for roles that don’t match their skills. Almost a fifth (17%) of HR professionals spend between 3-5 hours a day just reviewing applications, with 95% of HR professionals saying that the majority of job applications received do not meet the listed criteria.

“In today’s competitive job market, it’s tempting for job seekers to apply to as many roles as possible, hoping to increase their chances,” Cayla DengateLinkedIn Career Expert, said.

LinkedIn Career Expert - Cayla Dengate

Cayla Dengate, LinkedIn

“However, casting a wide net often leads to disappointment and a lack of response from recruiters, rather than leading to a dream role.

“With more people looking for jobs this year, professionals should shift their approach and be more strategic in applying for roles that match their skillset so they stand out.”

LinkedIn’s new data shows that 41% of Australians don’t know how to match their skills to jobs. The platform’s new job match feature shows members how their skills and experience line up with open positions, helping them better focus their search on the opportunities where they’re more likely to hear back.

The platform has also unlocked free LinkedIn Learning courses to help professionals succeed in the job hunt, including Building Career Agility and Resilience in the Age of AI and Landing a Job as a Skills-First Candidate, available free until March 31, 2025.

Cayla Dengate’s top tips to nail job searching on LinkedIn and stand out in 2025:

• Be adaptable: Strictly linear career paths are now a thing of the past and career pivots can happen at any moment. To help navigate the fast-moving modern work landscape, it’s important to be adaptable to change and upskill in areas that are in high demand from employers – such as in soft skills like communication and leadership.

• Match your skills: Spending hours or days looking for a new job can be stressful, so try and match your skills to what recruiters are looking for in the job specs. This way, you can quickly see which roles are the best fit and where to focus your efforts. LinkedIn’s new job match feature can help make this process even smoother, helping professionals find the right opportunities faster

• Keep your LinkedIn profile up to date. More than ever, it’s important to keep your LinkedIn profile current, especially in today’s job market, as it’s often the first place hirers look to discover talent and learn more about candidates. To stand out, be sure to highlight your skills in the experience section – those who list five or more skills on their profile receive up to 5.6x more profile views from recruiters and 24x recruiter InMails.

• Search safely: Search for jobs that have verified information to help prioritise authentic job opportunities and apply with confidence.

• Tap into your network: Building and nurturing connections is key to opening doors. Regularly engage with your LinkedIn network and their posts to strengthen relationships, which can lead to job opportunities.

• Discover new opportunities: Explore the hottest jobs right now and the skills you need to get them in LinkedIn’s annual Jobs on the Rise list, with actionable info for job seekers, like current open positions, remote work availability, most common skills for each role and more, to help professionals land their next role.

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

Social

TikTok back online as Trump pushes for US stake

TikTok is back online after Donald Trump pledged an executive order to restore the app. He also suggested the US take a 50% ownership stake in the platform.

In a Sunday statement, TikTok thanked Trump and confirmed efforts to resume service while collaborating on a long-term fix.

As reported by Elizabeth Wollman and Georgia Wells The Australian, Trump urged businesses to keep TikTok running and said his order would delay restrictions, allowing time for a national security deal.

[Read more]

Perplexity AI eyes TikTok merger with ByteDance’s US arm

As reported by Julia Love in The Australian Financial Review, the multi-billion dollar company has reportedly pitched a merger with TikTok’s US operations to form a new entity, allowing most of ByteDance’s existing investors to keep their stakes.

TikTok’s sky-high valuation – up to $US50 billion ($80 billion) – and ByteDance’s resistance to selling make finding a buyer tricky. Speculation includes billionaire Elon Musk, who is reportedly under review by Chinese authorities.

[Read more]

Television

Djokovic snubs Nine Over “offensive” comments

Novak Djokovic has vowed to boycott Channel Nine at the Australian Open, until he receives an apology for comments made by by sports anchor Tony Jones, which he claims mocked Serbian fans.

The 10-time AO champion skipped his on-court interview after securing a 15th quarter-final spot, doubling down on his stance in a Sunday night social media video.

As reported by Scott Spits, Roy Ward and Cara Waters report in The Sydney Morning Herald, The Joker said: “I’ve made my stance clear, and it stays until there’s an apology,” Djokovic reiterated.

[Read more]

Today show presenter stands down over $50K ‘McLaren Man’ slip

Channel Nine has sidelined Today host Alex Cullen after he accepted $50,000 from billionaire Adrian Portelli for calling him “McLaren Man” on air.

Portelli, tired of the “Lambo Guy” nickname, made the offer publicly. Cullen agreed to step down as the network investigates and will return the money.

“Nine is taking this matter very seriously,” a spokesperson said. Cullen’s role on Today is under review.

[Read more]

Streaming

Meghan’s podcast team reportedly needed therapy

Meghan Markle’s podcast team reportedly needed therapy or time off after working with her, Vanity Fair claims, describing her as “aware of the board” but tough on staff during crises.

The 800-word story also portrays Prince Harry as lonely and desperate to reconnect with family, with insiders saying life with the Sussexes is ruthless: “You’re thrown to the wolves.”

The feature, based on months of interviews, marks five years since their royal exit and highlights their rocky Hollywood journey.

[Read more]

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