Thursday March 20, 2025
When vulnerability goes public: the fine line between support and scrutiny.
In today’s hyper-connected digital world, the line between public and private life has become increasingly blurred. Social media platforms have created an environment where celebrities and public figures are more inclined to share raw, unfiltered moments from their personal lives. Recently, radio host Carrie Bickmore shared a raw, tearful selfie where she openly discussed her mental health struggles and garnered widespread praise and support.
However, in the fickle world of social media, Bickmore’s post could very easily have had the opposite reaction.
Contrast Bickmore’s case with that of Hypersocial CEO Braden Wallace, who posted a crying selfie to LinkedIn back in 2022 after laying off a number of staff.
His intention was to show that “not every CEO out there is cold-hearted.” However, the attempt backfired. Instead of garnering sympathy, Wallace found himself at the centre of a global news story, widely criticised online for being out of touch.
Hypersocial CEO Braden Wallake
The power of ‘parasocial relationships’
Psychologist Sandy Rae explains that the difference lies in celebrities, like Bickmore’s, positive ‘parasocial relationships’ – a one-sided connection where fans feel they know and understand a public figure.
“Carrie is held in goodwill and high esteem,” Rae told Mediaweek. “Naturally, whatever happens to her is going to evoke sympathy, empathy, care, and compassion.”
Rae said the phenomenon makes the public feel like they know Carrie on an intimate level so “they understand her pain, and they understand her grief.”
This pre-existing connection, Rae suggests, likely provided Bickmore with a “safe space” to share her vulnerable moment. “I think that intuitively, she would be aware of that support and so this would be a safe space for her.”
Rae also emphasises the importance of context. “I think that’s another critical point to make: There’s a difference between revealing your mental health struggles and revealing your mental health struggles after you’ve done something egregious.”
This distinction is vital in understanding the differing reactions to Bickmore and Wallake’s posts.
“Bravo that she feels she can be authentic and has that kind of support from her relationships with people. That’s probably why she knew she was speaking to an audience that would accept what she said.”
However, Rae cautions, “Still, I think it’s also important to remember – celebrities and figureheads don’t owe us an explanation.”
“They also are humans who are very vulnerable and at risk, and that’s the same for Carrie. I’m ambivalent about people needing to explain their mental health struggles. I don’t believe people have an obligation to the public,” she said.
The perils of performative vulnerability
However, former advertising writer and social commentator Jane Caro raises concerns about the potential for vulnerability to be exploited.
“You have to be careful, and it has to be genuine,” Caro told Mediaweek.
“If it’s exploitative in any way, if you’re parading your emotions in any way – and I am absolutely not saying or think Carrie has done this – you have to be careful.”
Caro says that such displays can run the risk of becoming “performative” leading many to feel as though their empathy has been exploited.
“I worry that it can become performative in the same way that parading your awesome-looking life can become performative. Parading your misery can also become performative and start to look like you’re kind of begging for sympathy, so it must be handled with extreme caution.”
Caro also highlights the potential for negative backlash, particularly from those who may perceive a celebrity’s struggles as trivial compared to their own. “They think here is this well-off, healthy, famous, beautiful, accomplished, popular person; what has she got to be sad about?”
She acknowledges the inherent unfairness of this perspective, stating, “Now, that’s not fair. All sorts of people have all kinds of things to be sad about, and often, if you’re dealing with mental illness, it’s got nothing to do with whether you have a reason. You know that’s the problem with mental illness. It’s not reasonable, but that’s another reason. If you are dealing with mental illness, you need to be very careful with exposing yourself to the very things that are going to cause you more mental anguish.”
Caro also rejected Rae’s claim of Bickmore finding a ‘safe space’ to share her vulnerability: “I don’t care what kind of fan base you have; the media is not a safe space. They’re not the only people who will look and look. It’s all over the news now – nothing in the media is a safe space.”
Navigating the minefield
Ultimately, the success of a vulnerable selfie hinges on intention and authenticity.
As Caro suggests, “Always look at the intent. What’s your intent here? If you intend to get people’s sympathy, it won’t work. But if your intent genuinely is, ‘I want to show people that I’m not a superwoman, I am vulnerable, and that mental health is real, and lots of people who look like they’ve got bright, shiny lines in their lives actually struggle, too,’ then you know that’s a noble intent and good for you.”
Caro also warns that the public can be fickle and turn on a dime without any warning: “They can love your vulnerability one minute and think you’re a great, big crybaby the next”.
For Caro, the message of intent also applies to brands and businesses who are hoping to utilise vulnerability in their campaigns.
“If brands are going to show vulnerability, great, but do it like Avis,” she said.
Caro is of course referring to the car rental company’s ads back in the ’60s in which they acknowledged they were not number one in the market, but did so, as Caro describes in a “self-deprecating way”
“The ad worked because it was honest,” she explained.
“We’re acknowledging that we’re number two, but we’re also trying to get your business.There’s nothing wrong with vulnerability.”
Mediaweek has reached out to SCA for further comment.
If you or someone you know is struggling and needs help you can call Lifeline on 13 11 14.
SXSW Sydney unveils most affordable Early Bird tickets ever with new pass options
South by Southwest Sydney 2025 has announced its most affordable Early Bird ticket release ever, introducing new passes and pricing in response to customer feedback on tickets last year.
This year, organisers have confirmed there will be 1,600 sessions and events – 400+ conference sessions, 150+ professional development sessions, 300+ music performances, 95 film screenings, 150 games and more than 400 brand-led events. This extensive lineup aims to give attendees access to a wide range of experiences, networking opportunities, education, and exposure to evolving global trends.
The event will take place between 13 -19 October, 2025 in the heart of Sydney.
Starting today, a limited number of Early Bird Conference Day Passes are available at $295, plus booking fee. Numbers are limited, and first to buy will be first to secure their preferred day later in the year.
Early Bird full-week Conference and Festival Passes begin at $495, plus booking fee, offering entry to all sessions, performances, and screenings throughout the week.
Earlier this year Geoff Jones, CEO of TEG and Chair of SXSW Sydney, told Mediaweek the importance of making the event open to a broader audience. “We know our audience have time constraints, and there’s some obvious budgetary constraints in the world we live in, so we’re going to make what we used to call badges, which was your accreditation, into your pass.
“We think by making the ticketing more flexible, it makes it attainable to more people,” he said. “That’s what we want it to be.”
RIAH performs at SXSW Sydney 2024 on October 19, 2024 in Sydney, Australia. (Photo by Brendon Thorne/Getty Images for SXSW Sydney)
Submissions for the SXSW Sydney 2025 Conference are open now and remain so until 23 March, with public voting already underway.
Among the numerous proposals are sessions addressing the rapid advancement of quantum computing, the future of podcasting, and strategies for growth in the Indigenous business sector. These topics highlight the event’s dedication to addressing contemporary issues and promoting diverse perspectives.
NOVA signs podcasting deal with Kyle and Jackie O's former producers
For Joshua Fox, today is something of a “full-circle moment”.
Fox is the brains behind the MAFS Funny podcast and, until recently, was a fellow staff member at The Kyle and Jackie O Show alongside Pedro Cuccovillo Vitola.
Since leaving the show, the pair have teamed up to launch AIIMS Creator Hub, collaborating on a variety of projects, most notably, the MAFS Funny podcast.
Boasting over 1,000,000 downloads since its launch at the end of January, MAFS Funny, hosted by Fox, has become the ultimate go-to for Married at First Sight fans.
Now, the pair have caught the eye of NOVA Entertainment, which has announced a new partnership with AIIMS Creator Hub.
Backed by digital marketing agency AIIMS, AIIMS Creator Hub operates as a full-scale production powerhouse, seamlessly merging creativity with strategy.
Back to the beginning
“I started my radio career at NOVA,” Fox told Mediaweek in this trade publication exclusive. “So coming back here really is a full-circle moment.”
Building on its 43 million video views across social platforms and an Instagram reach of more than 18 million, MAFS Funny has dominated the digital space, securing its spot as Australia’s #1 TV & Film podcast and #3 overall podcast in the country.
Its success has no doubt been helped by the pair’s friendship and shared radio history and experience.
“To start something, just Pedro and I … you know when it’s two friends working, it almost feels like a hobby,” said Fox. “But then for someone like NOVA, which is a huge nationwide brand that everybody knows, to back you from the start is just amazing.”
Cuccovillo Vitola told Mediaweek their initial goal was to “create content that was fresh and new – content that people want to listen to, not just rubbish that everyone else is doing.”
Cuccovillo Vitola, who worked as executive producer on The Kyle and Jackie O Show before leaving in 2024, had nothing but praise for NOVA, crediting the company for noticing and taking a punt on their ingenuity.
For NOVA Entertainment’s head of podcasts and digital content, Rachel Corbett, the feeling is mutual: “We’re always looking for opportunities to partner with creators who not only understand their audience but also how to mobilise them.
“We want to work with podcasters who understand how to build buzz, think outside the box, and galvanise an audience around their content. I look forward to MAFS Funny being the first of many shows from Pedro and Josh to do that,” she said.
Pedro Cuccovillo Vitola and Joshua Fox at AIIMS Creative Hub.
MAFS expansion
Fox and Cuccovillo Vitola said they both have plans to expand the MAFS Funny universe through the new partnership.
“NOVA has been fully supportive from the beginning,” Fox said.
“The podcast is bigger than just one season at a time. It’s a brand. It’s almost like an entertainment brand in itself,” he said.
Even when the season ends, the pair are confident there will be enough material to keep the podcast going until the next year.
“The show never really takes a break,” explained Fox. “It might not be on our screens all year round, but as soon as it ends, the real-life drama begins.”
New episodes of MAFS Funny are available on the Nova Player or wherever listeners get their podcasts.
Neil Ackland exits oOh!media as Mark Fairhurst and Andrew Every take on new sales and retail media leadership roles
Neil Ackland is exiting oOh!media after seven years with the outdoor media company. His departure coincides with the senior executive appointments of Mark Fairhurst and Andrew Every.
Ackland has decided to move on from oOh!, having been a key member of the oOh! executive team since 2019 following the company’s 2016 acquisition of Junkee Media, which he founded.
Cathy O’Connor, oOh! CEO, called Ackland’s departure “bittersweet”. She said: “An entrepreneurial and visionary leader, he’s been clear with me for some time now that his goal is to return to leading a company. As oOh!’s retail media division moves into a new phase of execution – we have agreed now is the right time for him to pursue his next professional chapter outside of oOh!.
“I thank Neil for his leadership, dedication to his team and for continuing to drive innovation in our business over the years we have worked together. We wish him well in whatever comes next.”
Ackland said of his exit: “After eight incredible years at oOh!, the time has come for me to start a new chapter. When I sold Junkee Media to oOh! in 2016, I made a choice to immerse myself in a larger, listed, market-leading media business in one of the most exciting and fast-growing categories: Out of Home.
“I leave with immense pride in what we’ve accomplished and wish Cathy and the entire team continued success as they unlock the full potential of this extraordinary business.”
New sales and retail media leadership at oOh!media
Mark Fairhurst will step into the role of chief revenue officer. Fairhurst joined oOh! in November 2024 as revenue advisor and had been acting chief revenue officer since December, he brings over 25 years of experience in sales, strategy, and change management.
O’Connor said: “It’s my absolute pleasure to announce the appointment of Mark as chief revenue officer. He is a skilled leader with profound Out of Home expertise and extensive experience in media sales, corporate strategy, change management and culture development.
“Mark has made a significant contribution since joining our business in an acting capacity, as evidenced by our strong Q1 revenue performance which is showing double-digit growth.”
His extensive career includes leadership roles at key Out of Home industry players including; JCDecaux, Eyecorp, APN Outdoor, Fairfax Media, SBS, and most recently, QMS, where he oversaw significant growth as their chief customer officer.
Fairhurst is responsible for spearheading oOh!’s strategic market share and revenue generation plans as well as overseeing the entire sales, go-to-market, trading and sales operations functions. His appointment is effective immediately.
Andrew Every will take on the new expanded executive role as chief strategy and retail media officer. He joined oOh! 12 months ago from the NRL and has a strong track record in establishing and driving the commercial success of partnerships at the edge of media and technology.
“As we move reo, our retail media business, from the establishment phase to the execution and scaling phase after signing a number of recent partnerships with major Australian retail brands, I am delighted to announce Andrew will move into a combined role with responsibility for reo alongside his current strategy and transformation remit,” said O’Connor.
“This combined role is a natural progression for Andrew, given his strategy and execution expertise and strong connection to our retail media business. Andrew has extensive experience in driving commercial partnerships forward, having held senior positions managing enterprise partnerships for both Telstra and the NRL,” she added.
In the new role of chief strategy and retail media officer, Every will remain focussed on strategic growth and moving reo forward at pace.
Top image: Andrew Every, Mark Fairhurst, Cathy O’Connor, Neil Ackland
News Corp bolsters sport network with key appointments
News Corp Australia’s Sport Network is strengthening its editorial and commercial leadership with a series of key appointments designed to expand its audience and unlock new opportunities for advertisers.
The network, which reaches over eight million Australians monthly across digital and print, continues to position itself as the go-to destination for sports fans and brands.
Expanding commercial content opportunities
Jessica Montague has been appointed head of commercial content for the news sport and prestige networks, a newly created role that bridges the gap between sport, fashion, and lifestyle.
Formerly executive editor of Vogue Australia, Montague will lead strategic commercial initiatives, tapping into new revenue streams and partnerships that align with evolving audience interests.
News Sport executive editor Jason Scott said: “Jess has a strong commercial mindset and a deep understanding of multi-platform media, sponsorship and partnership development.
“She brings to this new position a unique combination of journalistic expertise, editorial excellence, commercial acumen and a detailed understanding of News’ operations.”
News Corp Australia’s Managing Director QLD and News Regional Media Jason Scott. Pics Tara Croser.
Editorial leadership shifts to drive audience growth
Eliza Sewell returns to News Corp to take the helm as editor of Code Sports, bringing extensive experience from her tenure at the Herald Sun and as National AFL Editor for the News Sport Network.
Her appointment comes alongside the launch of Code Sports’ bold new consumer marketing campaign, No BS. Just Sport, aimed at engaging under-40 sports fans and redefining the platform’s position in the market.
AFL coverage gets a leadership boost
As part of the editorial reshuffle, Will Hogan steps into the role of AFL Editor. Since joining News in 2021 as AFL chief of staff, Hogan has played a key role in shaping the Sport Network’s football coverage.
In his new position, he will oversee the nation’s largest AFL newsroom, ensuring top-tier coverage across every state and territory.
Meanwhile, Herald Sun veteran Jay Clark has been elevated to Chief Football Writer for the News Sport Network.
A trusted voice in AFL journalism for over 20 years, Clark is known for his agenda-setting reporting, in-depth features, and industry-leading insights. In this role, he will leverage his deep connections in the football world to drive exclusive coverage and expert analysis.
Pictured: Jessica Montague
Transparency, hope and connection, and nurturing connections: Ogilvy report reveals communications and marketing trends
‘Radical Transparency, Real Connection and Revolutionary Fragmentation’ examines 11 trends and its expected impact on brands, organisations and the political environment.
The report, divided into three chapters, delving into the shifting consumer beliefs and behaviours, analyses how marketers and communications teams are responding, and highlights examples of the most impactful work in an increasingly chaotic operating environment.
Richard Brett
“With the rapid rise of AI, a fraying of the established order, and ongoing cost-of-living pressures, the world feels increasingly fragmented and polarised,” Ogilvy PR and Ogilvy Health CEO, Richard Brett, said.
“Navigating a way through this shifting landscape is crucial for brands and organisations, particularly as they face renewed scrutiny of their societal role,” he added.
1. Radical Transparency
• After Peak Woke: The cultural shift seeing progressive policies and practices winding back and the implications for big business
• The Age of Radical Transparency: The generational shift in sensitivity to corporate claims and the rise of social media as a platform to voice concerns, requiring new levels of business and political transparency
• A New Climate Chapter: Why engaging with sceptics, finding shared values and mobilising believable voices will become increasingly important to address climate issues and action
• The New Moguls: How ‘newsfluencers’ are reshaping the media landscape and building increasing power among young audiences, and why brands need to rethink channels and voices
2. Real Connection
• People First: How empathetic leaders are improving business performance by creating human-centric workplaces
• A Craving for Lightness: Which brands are tapping into a need for levity with humour, hope and personal connection as an antidote to doomscrolling and sameness
• Reactive by Design: The need to deliver more dynamic, relevant and meaningful content, and react to cultural moments in order to meet the value exchange expectations of audiences
3. Radical Fragmentation
• The Rise of Slop: How low-quality video, still images and copy generated on artificial intelligence platforms produced with little or no budget is impacting the quality of online content
• Chaos Theory: Its role behind the spread of misinformation and disinformation through absurd content that sparks conversation
• Community Currency: Which brands and organisations are generating additional value by facilitating and nurturing customer connections through communities, and creating fanbases in the process
• Surviving the Newspocalypse: The reshaping of legacy media, and where audiences are turning for news
Ogilvy’s eighth annual collection of marketing and communications insights was gleaned from leading creativity, cultural and design events in Australia, New Zealand and around the world. These include the Cannes Lions Festival of Creativity, SXSW Sydney, TEDx, Nudgestock and Cannes in Cairns.
Outside In launches with ex-Modibodi creatives at the helm
Newly launched creative studio, Outside In, enters the market with co-founders Grace O’Brien, Jacque Kennedy, and Lucie de La Chaise at the helm.
The trio, who were the creatives behind global period underwear brand Modibodi, have drawn on their combination of in-house and agency experience with an offering that makes big brand creative thinking and execution accessible to emerging brands across the arts, lifestyle and technology sectors.
The studios’ foundational clients include moode, VUSH, Sprintlaw, MINKPINK and Omega Ensemble.
O’Brien said: “After working both agency-side and at a high-growth, emerging brand like Modibodi, we saw a gap. The connection, partnership, and alignment of an internal team are unmatched by external agencies, yet many small to medium businesses don’t have the time to build in-house capabilities that truly deliver on their creative vision. That’s where Outside-In comes in.
“Transforming brands from the Outside In is about bringing an agile partnership, flexible options, and a refreshingly relevant perspective to every brand we work with.”
The three creatives also bring extensive experience from Australia and France’s top agencies such as CHEP Network, The Monkeys and Publicis Groupe.
Bringing creative and strategic together
O’Brien, Kennedy, and de La Chaise united in 2021 as the Modibodi creative team, prior to the brand’s $140 million dollar acquisition by Essity, and played a pivotal role in shaping the brand’s creative and marketing until their departure in 2024.
“Grace, Lucie, and Jac are not just creative professionals, they are strategic partners who are dedicated to driving success,” Liana Lorenzato, Former Modibodi CMO, said. “Their impact on the Modibodi brand was nothing short of transformative.”
Now, Outside In wants to bring this same offering to other brands, with services including creative campaigns and production, social media, brand strategy and identity, design, and asset creation.
Kennedy added: “Our model eliminates the extra layers of process and people, allowing brands to work directly with the creatives who come up with ideas, and in doing so, create the kind of cool work we all want to see in the world.”
As for being three young women? “We see it as our superpower,” de La Chaise said. “We bring a deep knowledge of the channels and trends consumers are engaging with today. It’s this perspective that we’re proud to bring to the brands and clients we work with.”
Top image: Grace O’Brien, Lucie de La Chaise, Jacque Kennedy
Susan Lyons joins EssenceMediacom as managing director for Brisbane
EssenceMediacom has appointment Susan Lyons as the new managing director for its Brisbane office.
Lyons brings almost 20 years of experience in the media industry and a broad skillset across brand, behaviour change and data and customer experience (CX) to the GroupM media agency.
Her most recent role was as managing director of Khemistry where she was known for adeptly applying design thinking to marketing problems.
In her role, Lyons will head EssenceMediacom’s Brisbane team, focusing on enhancing the client experience and driving the agency’s Breakthrough proposition. She will integrate media, data, and technology to foster transformative solutions while connecting brands with culture in meaningful and impactful ways.
Lyons said of her new role: “EssenceMediacom’s fierce focus on creating breakthrough work is what resonated with me. Brisbane, and Queensland as a whole, represent a huge opportunity and the state’s diverse economy makes it an incredible place for a business like ours. I’m confident Brisbane will become a hub for the most innovative thinking in our industry over the next few years and EssenceMediacom will be at the forefront.
“This is an agency with incredible momentum in a market on the rise. I’m delighted to be able to lead such a talented and passionate team here in Brisbane, whilst enjoying all the benefits that come with a truly national offering. It’s an exciting place to be.”
Pippa Berlocher, CEO of EssenceMediacom Australia, added: “I’m delighted to welcome Susan to our team of Essentials. She brings deep understanding of the Brisbane market and a powerful combination of strategic vision and an empathetic people-first approach to leadership.
“Brisbane is a critical market for us and as we continue to invest in future-facing capabilities to elevate the client experience, Susan is the ideal person to lead our Brisbane team into its next chapter of growth. I know that with Susan on board, our incredible team will continue to shine and lead the market.”
Top image: Susan Lyons
Wesfarmers Health appoints Chain Social to digital launch of atomica
Wesfarmers Health has partnered with Chain Social to lead the digital launch of beauty and wellness retailer atomica.
The digital-led marketing and creative agency established atomica’s social media presence and produced campaign imagery and videography ahead of the retailer’s first pilot concept store in Sydney and continues to manage the brand’s account.
“Beauty is our bread and butter, so we’ve loved working with Wesfarmers Health to bring atomica to life,” said Chain Social founder and CEO, Shelby Van Zwol.
Chain Social founder and CEO, Shelby Van Zwol: ‘Beauty is our bread and butter, so we’ve loved working with Wesfarmers Health to bring atomica to life.’
She added: “From the imagery you see on ads and in-store, to atomica’s Instagram and TikTok content, our team is really proud to have worked on this launch.”
Corrina Brazel, Wesfarmers Health’s head of marketing (Retail) said: “We wanted to work with a results-driven agency that really understood beauty and wellness. At atomica our focus is on inspiring customers with affordable ways to invest in their beauty and wellness.”
“Harnessing inclusivity is one of our core values and Shelby and the team have done a great job in bringing our ethos and values to life across our digital channels.”
Corrina Brazel: ‘We wanted to work with a results-driven agency that really understood beauty and wellness. At atomica our focus is on inspiring customers with affordable ways to invest in their beauty and wellness.’
Earlier this year, Chain Social has welcomed Shelby Hobbs to the role of digital marketing strategist.
Hobbs will lead the next stage of growth for the agency’s education arm, Chain Academy, with a focus on its digital products. She will also provide end-to-end support for Academy members and ensure industry training is up to date in an ever-evolving marketing and e-commerce landscape.
Established by Van Zwol in 2016, Chain Social has worked with clients like Adairs, JSHealth Vitamins and Gem Oral Care.
Credits
Chain Social
Director – Shelby Van Zwol
Art Director – Lauren Martin
Social Team Lead – Nicole Alilovic
Social Specialist – Sidonia Barwood
Stills and campaign video – Maddie Roux
Hair and makeup – Carla Dyson and Olivia Florence
Models – Nyapal (Everi-Body), Gia (People Agency) and Taylor (ICON Management)
atomica, Wesfarmers Health
Head of Marketing (Retail) – Corrina Brazel
Senior Manager, Digital, Content & Social – Hannah Shields
Social Media Strategy Manager – Maddie Stewart
Lion appoints We Are Social as social agency of record
Lion has appointed We Are Social as its social agency of record
The partnership will see the socially-led creative agency work across XXXX, Hahn, Tooheys, Kirin Ichiban, and Kirin Hyoketsu to drive long-term brand growth through social.
We Are Social will provide a social-first approach to content creation, community management and campaign execution, ensuring Lion’s brands have a meaningful and engaging presence across platforms.
The agency will also leverage social listening to identify and collaborate with local creators, fostering deeper connection with audiences and driving cultural relevance.
“Lion has an incredible portfolio of brands with rich histories and a lot of consumer love,” Suzie Shaw, CEO of We Are Social Australia, said. “We’re excited to help them unlock the full potential of social with a sustained, culture-driven approach that delivers real impact. By blending data-driven insights, social creativity with clever community engagement we aim to make these strong brands even more loved and famous.”
Chris Allan, connections director at Lion, said: “We’re thrilled to welcome We Are Social into the Lion Pride! A great fit for our business with awesome talent and proven creativity for consumer impact. We’re excited about the partnership and the vision we share to connect Lion’s iconic brands with consumers across the dynamic social landscape.”
This win for We Are Social comes after it was appointed as eBay Australia’s social and influencer marketing agency of record last year.
The agency will elevate the brand’s presence across TikTok and Instagram, as well as in partnership with local creators, continuing to build their audience, drive community engagement and activate retail moments across their many categories, including pre-loved fashion, trading cards and car parts and accessories.
As part of the remit, We Are Social will review eBay’s organic social and influencer strategy to align with its brand platform, Everyone Has a Thing, and strengthen its presence.
ANZ Plus draws on confident money management in latest campaign via Special
ANZ has launched its latest integrated campaign for ANZ Plus, highlighting confident money management in a world of continued economic uncertainty, with Special.
The ad continues to build upon the brand’s foundational principles of Financial Wellbeing and focuses on instilling a sense of money confidence in younger Australians.
Director Matt Devine sets out to drive awareness and comprehension of ANZ Plus and its powerful tools and features available to help manage your money with confidence.
“ANZ Plus was created to help give you more control and clarity over your money,” Sian Chadwick, general manager marketing of ANZ, said. “We believe confidence comes from feeling in charge, and this campaign is about helping make that a reality for every Australian.
“Money is complicated, filling our brains with all manner of thoughts,” said Ryan Fitzgerald, ECD at Special. “ANZ Plus gives people tools to help get their money sorted and free up some valuable mental real estate. To be filled with, well, anything really.”
The campaign, launched nationally on March 16, will be supported by a series of Social, Digital, OOH and Rock Poster executions that will highlight the importance of ownership and confidence in your money journey.
CREDITS
Client: ANZ
General Manager Marketing, Australia: Sian Chadwick
Head of Marketing, Brand & Advertising: Ben Skelsey
Head of Marketing, ANZ Plus & Deposits: Luana Hughes
Production Lead: Sally Humphris
Campaign Manager (ANZ Plus): Lisa D’Souza
Strategy & Propositions Manager (ANZ Plus): Carla Williams
Creative Agency: Special
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Head of strategy, Melbourne: Nathan Rogers
Executive creative director: Ryan Fitzgerald
Creatives: Nic Buckingham & Kale McRedmond
Client service director/Client Lead: Matt Rose
Business director: Ed Taylor
Business manager: Bella Di Stefano
Head of production, Melbourne: Sophie Simmons
Senior producer: Afrim Memed
Design director: Dan Jones
Production Company: Revolver
Director: Matt Devine
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Max Horn
Production Designer: Octavia Spartels
Wardrobe: Emma Lamp
Casting: Nick Hamon Casting
Editorial: Glue Society Studios
Editor: Luke Crethar
Grade & Online: ARC Edit
Media Agency: PHD Australia
Senior Account Director: Elly Catchlove
Investment and Operations Director: Kaitlin Despott
Investment Manager: Morgan Dunn
Account Executive: Jove Marston
Nine announces Data, Product and Technology restructure and names leadership appointments
Nine has unveiled the strategic restructure of its Data, Product, and Technology functions, and appointments to drive digital growth.
To drive innovation and create greater impact, the network has created two key divisions, Consumer and Enterprise. The Consumer Division will focus on delivering world-class products across Streaming and Publishing, while the Enterprise Division will focus on data leadership and developing solutions to support Nine’s broader business goals.
As part of the new new structure, Nine has appointed two key leaders to newly created roles. Lewis Evans has been appointed chief product and technology officer, Consumer. Evans, currently director of product, Streaming, brings extensive experience leading 9Now through major consumer events such the 2024 Paris Olympic and Paralympic Games. His leadership and innovative mindset will play a pivotal role in advancing Nine’s Streaming and Publishing capabilities.
Suzie Cardwell, Nine’s current chief data officer, has been appointed to the expanded role of chief data, product, and technology officer, Enterprise. Cardwell has been instrumental in driving cutting-edge data solutions and will continue to lead the charge in developing technology that powers Nine’s commercial, cloud, and advertising platforms.
“This restructure marks a key moment in Nine’s digital transformation,” Alex Parsons, Nine’s chief digital officer, said. “By strategically aligning our teams to dedicated Consumer and Enterprise divisions, we’re ensuring that we solidify our leadership in the digital space – delivering exceptional experiences for our customers, while building and strengthening the robust technology and data infrastructure that drives our business forward.”
“I’m incredibly excited for Lewis and Suzie as they step into their new roles. Both are incredibly talented leaders with a track record of success. Lewis has been a driving force behind 9Now’s growth, and Suzie’s leadership in data and technology has been integral to our digital strategy. I’m confident they will lead their teams to even greater achievements in these key areas.”
The structural changes within Nine’s digital function, which take effect immediately, will support the ongoing transformation and the continued delivery of exceptional technology experiences.
Top image: Lewis Evans and Suzie Cardwell
News Corp and Medibank team up to launch Can We Talk? mental wellbeing awareness campaign
News Corp Australia and Medibank have teamed up to launch Can We Talk?, an awareness campaign to help Aussie families better tackle mental wellbeing in the home.
The ‘State of Mind: Australia’s Mental Health Conversation’ study by The Growth Distillery, News’ independent research think-tank, revealed the scale at which Australian families are struggling to support each other with mental health and anxiety challenges.
“This research reveals Australia is in the grips of a mental health crisis, and many Australians don’t know who to turn to, especially our younger generations,” Meaghan Telford, Medibank Group executive policy advocacy and reputation, said.
“As one of Australia’s largest health companies, we see the human cost of the mental health crisis and want to play a meaningful part in the solution. Teaming up with News Corp Australia’s publications means we can reach audiences at scale and equip them with the skills needed to have the most important conversation of their life.”
The awareness campaign is a four-phase editorially-led digital, print, video, audio and social content campaign that encourages conversations in the home about mental wellbeing.
Lou Barrett: ‘News are on a mission to build a healthier Australia and advocate for positive change.’
Partnering to drive change
The initiative brings together leading News brands news.com.au, The Daily Telegraph (NSW), Herald Sun (VIC), The Courier-Mail (QLD), The Advertiser (SA) and Body+Soul to support this critical campaign in partnership with Medibank.
The four month campaign is underpinned by research, data, insights and expert advice that families can start implementing immediately. Federal and State Government funding for mental health initiatives will also be under the microscope.
Lou Barrett, News Corp Australia client partnerships managing director, said: “Like Medibank, we at News are on a mission to build a healthier Australia and advocate for positive change.
“Championed by news.com.au and our state mastheads, this multi-channel initiative has been custom built for Medibank and puts mental health on the news agenda sparking much needed conversations across generations and inspiring policy changes as we head into the federal election.”
Can We Talk? launches today and runs until July.
Kimberley-Clark Professional appoints The Idea Shed to content strategy and production
The Idea Shed has expanded its relationship with Kimberly-Clark Professional after winning its sustainability-led content strategy and production account.
The win for the creative commerce agency, which has worked with Kimberley-Clark Professional since 2022, emphasises its ability to translate complex sustainability commitments into engaging, commercially effective brand communications.
“This partnership is a testament to the strength of our collaboration with Kimberley-Clark Professional and our shared commitment to driving meaningful impact,” said John Volckman, partner and executive creative director at The Idea Shed.
“Sustainability is no longer a nice-to-have – it’s a business imperative. The challenge is cutting through the noise and communicating real impact. That’s exactly what we’re setting out to do with KCP.”
Kimberley-Clark Professional has a longstanding dedication to sustainability, guided by its global purpose ‘Better Care for a Better World’. However, as the regulatory landscape tightens and businesses place increasing emphasis on responsible sourcing, the need for clear, compelling sustainability communications has never been greater.
Strategic solutions
The Idea Shed’s strategic and creative solutions will help Kimberley-Clark Professional reinforce its leadership position in the professional hygiene sector, delivering storytelling and content designed to support both internal sales teams and external distributor partners.
“Partnering with The Idea Shed allows us to bring our sustainability commitments to life in a way that resonates with our customers and distributor network,” said Chao Chen, integrated marketing manager, Kimberley-Clark Professional. “We’re excited to continue our work together, ensuring our messaging is clear, credible, and drives meaningful action.”
Work has already commenced, with the agency developing a content strategy and creative framework to help Kimberley-Clark Professional articulate its sustainability story with clarity and impact.
This latest win adds to The Idea Shed’s momentum in the sustainability and B2B marketing space, further showcasing its ability to bridge creative storytelling with commercial objectives.
Bread Agency appoints general manager
Bread Agency has appointed Emelie Jessika Lundberg as its general manager.
Lundberg joins the social commerce agency from The Works (Part of Capgemini), where she was head of social, and brings a wealth of experience in delivering innovative brand solutions and driving growth through social media for leading clients.
In her previous role, she was instrumental in building high-performing teams, leading high-profile campaigns and fostering strong client relationships with brands like DNSW, Subaru, Visa, 7-Eleven and Kimberly-Clark (Huggies & Kleenex).
At Bread Agency, Lundberg will oversee operations, spearhead new business initiatives, and help elevate the agency’s creative and strategic capabilities.
“From our very first chat, we knew Em would be the perfect addition to the Bread team,” said Mary Proulx, co-founder, Bread Agency. “She’s got a knack for building exceptional teams and deep social experience making her a trusted partner to clients from across categories. She values creativity and understands social. You don’t find that often.”
“Looking forward to building the next phase of Bread with Em at the helm.”
Lundberg said of her new role: “Bread Agency has built a reputation for bold creativity and meaningful brand partnerships in the Social Commerce space working with an incredible line-up of clients. I’m thrilled to join the team at such an exciting time and look forward to driving the agency’s continued success.”
As Bread Agency scales to meet growing client demand, the agency is actively recruiting for several key roles, including an account director, social media manager, and content creator, with more opportunities in the pipeline. This expansion underscores the agency’s commitment to investing in top talent to further enhance its creative and strategic capabilities.
The appointment marks a new era for Bread Agency as it strengthens its position as a dynamic Social Commerce force. Bread Agency delivers impactful work for its growing roster of clients, including Carnival Cruises, Zambrero, Connect Hearing, Cotton Australia, Aspen Pharmacare and Abano Healthcare.
Top image: Amaury Treguer, Emelie Jessika Lundberg, and Mary Proulx
Social Media
Meta hit with fraud ruling over Twiggy’s image
As Tess Bennett writes in The Australian Financial Review, the ruling came during a California court hearing in Forrest’s legal battle against Meta over cryptocurrency scam ads that have cost Australians millions.
The judge ordered the tech giant to provide electronic records of when the ads appeared, along with metadata to track their reach and the tools used to create and distribute them.
Publishing
Student newspaper slammed over anti-Semitic cartoon
As Paul Garvey reports in The Australian, published by the University of Western Australia Student Guild, Prosh featured a crude illustration of Elon Musk and Donald Trump in a compromising position, with Israeli Prime Minister Benjamin Netanyahu – drawn with glowing red eyes – watching on.
The cartoon was headlined, “Lobbied up the a$$.”
First Nations author makes history with Australia’s top literary prize
The Nukgal Wurra author-artist took home the $100,000 Victorian Prize for Literature, marking the first time a children’s book has claimed the top honour.
As Kelly Burke reports in The Guardian, the autobiographical story reflects Gibson’s upbringing on Cape York’s Hope Vale mission, where girls received three secondhand dresses each Christmas – “one to wash, one to wear, and one spare.”
Tech
News Corp’s AI push shakes up Australian media
As Daanyal Saeed reports in Crikey, chief technology officer Julian Delany described it as a tool to “support the creative process” and “streamline daily tasks” in an internal memo to staff.
Meanwhile, Google’s News Initiative has been training Australian journalists in generative AI, with industry figures like former news.com.au editor Lisa Muxworthy involved.
EU takes aim at Apple and Google in tech crackdown
The move comes despite pressure from Donald Trump, who has warned of potential trade retaliation if the EU tightens its grip on American tech giants, reports Rob Davies in The Guardian.
Brushing off the threat, EU regulators are pursuing enforcement action under the Digital Markets Act (DMA), which aims to rein in the power of dominant tech firms.
Streaming
Stan announces star-studded adaptation of David Walliams’ ‘FING’
Walliams, who has sold more than 60 million books in 55 languages, said he “can’t wait to see it come to life on screen” as it’s “such a fun and visual story with so many flights of fancy.”
Filming started in February in Brisbane in conjunction with Screen Queensland.
Retail
Sabo lands in Sydney with first Bondi store
As Sean Cao writes in Inside Retail, the move expands the brand’s physical presence after launching online in 2011 and growing into a global label shipping to over 200 countries.
Founded by Yiota Kouzoukas and Thessy Batsinilas, the Brisbane-based brand made its retail debut last year with stores in Chermside and Pacific Fair. Strong demand from Sydney shoppers made the Harbour City the next logical step.
Bunnings swings big with ‘Hammer Media’ launch
The hardware giant quietly trademarked the name last year and unveiled the platform to suppliers this week, ahead of a full investor briefing, reports Eli Greenblat in The Australian.
The initiative will offer brands advertising space inside Bunnings stores – on LED screens and shelf displays – as well as across digital channels, magazines, and social media.
Events
SXSW Sydney unveils most affordable Early Bird tickets ever with new pass options
This year, organisers have confirmed there will be 1,600 sessions and events – 400+ conference sessions, 150+ professional development sessions, 300+ music performances, 95 film screenings, 150 games and more than 400 brand-led events.
The event will take place between 13 -19 October, 2025 in the heart of Sydney.
Brands
Webjet plots loyalty push to double bookings by 2030
As Robyn Ironside reports in The Australian, the move is part of a broader strategy to revitalise the brand and double total transaction value to $3.2 billion by 2030.
CEO Katrina Barry acknowledged the company could coast on its steady cash flow but sees an opportunity for growth.