It was the ultimate Upfront challenge. Fourteen publishers presenting their 2025 plans. Not just one TV network or a streaming company, or a specialist publisher like Mamamia. Fourteen (14) separate publishers. It could have been even bigger – the Digital Publishers Alliance has 60 members.

Join us on the Mediaweek quick guide to Independents Day

Venue: Locomotion Street
Event: Third annual Independents Day
Start: 3.15pm. Finish: 5.35pm
Format: Seven publishers gets seven minutes each. A panel halfway and then another seven publishers. Then another panel. Then a party.
Host: Tim Duggan, Chair of Independents Day
Sponsors: Google News Initiative, Daily Motion

“It’s been a big year,” said Tim Duggan as in introduction. “It’s been a tough year. There’s been a lot of noise. But today we are going to cut through the noise. We will leave you with on clear message today…we are strong. Strong relationships, strong trust, and strong at adapting.”

Duggan is the co-founder of Junkee. He’s stepped back a bit these days. Now based In Majorca, he returns to Australia four times a year. He’s also an author and is about to publish his third book.

Tim Duggan onstage

Broadsheet

15 Years of Broadsheet in October. Founder Nick Shelton has been lobbying the government about support for the sector. Points of view were presented about Gen Z; TikiTok, and Meta.

“Our strength lies in the relationship we have with our audience.”

Presented a video case study about a Melbourne bakery.

“Throughout the 15 years our role in culture in unchanged.” Talked about the Broadsheet effect where a business immediately feel the impact after working with the publisher. Example of a Mastercard dining event in Melbourne that worked both for Mastercard and the restaurants involved.

The Squiz

Your shortcut to being informed. Unveiled a new logo. Australia’s go-to news source for more than half a million Australians. The presentation profiled some of their audience.

Preferred news from independent sources. Get news from podcasts…not social media. More likely to spend with brands that are Australia made. Indie media supplies a balances news diet.

For one of them TV was still #1 news source.

“The audience are made up of very different people, but share a similar outlook. Compared to mainstream we are far more trusted. Australians really care about us and what we do.”

The Daily Aus

How to pitch TDA to your boss.

Who the hell are the Daily Aus. “Australia’s fastest-growing news service. Factual, accurate and engaging information. 76% of the audience is female and under 35. A newsletter with over 230,000 subscribers with 53% open rate and a TikTok with over 125,000.

“We are our target audience.” Staff photo of 15 people.

Are newsletters old-fashioned? We strive to make them really personable.

GALAH magazine

Annabel Hickson, founder of Galah. Started with a montage of covers and double page spreads. Published three times a year…more like a book than a magazine.

Also hosts events. A focus on regional Australia.

“I was happy in the city…until I fell in love with a farmer. Regional Australia is underestimated. Regional Australia is strong and vibrant with 10 million people.

“Not all of us who live on a farm live in regional Australia. We are educated, cultured and we spend money. We live in suburban houses, sheep stations and in beach shacks.

To quote Bernard Salt: “This is a market worth pursuing.”

“It started from my kitchen table on a pecan farm. It’s like Country Style meets The New York Times.”

Have regular newsletters with 14,000+ subscribers. Coming soon is a podcast as many of the readers spend a lot of time in the car.

“There are limited ad opportunities. The less is more offer works for us and our partners.”

Reader profile is women 45+ with children. 75% have university degree and they love travelling.

Urban List

Urban list CEO Ben and CCO Jackie.

“I have long admired how this challenger brand set out to do things differently.

“Rather than compete, we cooperate and collaborate. We have built what we call the Urban List WIN WIN WIN.

“It has allowed to grow and build our reach. 90% client retention. One in every three readers have transacted through Urban List.”

Jackie: “Strength in hospitality collabs. We co-create branded dining experiences.” Gave an example of work on Emily in Paris with Netflix where French restaurants offered special events that sold out promptly.

Strength in creator collabs. Proof of the concept was Bondi event for Jim Bean reached over 3.2m accounts.

Strength in Urban List+. Merging industry strengths. Example of collab with Harvey Specter Suits.

Shameless Media

Anjana Khallouf, Cassie Bardoel and Emma Beevor presented.

“This is a story about tomato soup. On one episode of the podcast was a recommendation about a tomato soup recipe…with a secret ingredient – celery salt. There was a lot of reaction about where to find the salt and how to get the recipe (which was behind a paywall).

“This wasn’t a surprise to us, it happens often. Our community is our bread and butter. Bespoke partnerships with brands like Disney+, Swisse, ebay, Michael Hill, ING, Dan Murphy’s and more.

“We reach 20m people across different platforms organically without relying on other people.” (They didn’t pay a cent).

“Getting bigger with a new format podcast. An interview format. A weekly show called Inherited.”

DMARGE

Alex from DMARGE

A network of men…couldn’t hear Alex very well. Luckily he soon played a video.

No other publisher is addressing the topics that Aussies men care about most. Rresearch initiative called Men’s Matters. Returning in 2025 with more studies.

Expanding DMARGE men’s network to reach 4m Australian men. Executive Traveller is the first publishing partner.

Final message: “Stop ghosting our sales guy and grab a beer with him.”

***Panel***

Discussion about newsletters: Kate Watson (The Squiz commercial director), Luca Lavigne (Mamamia COO and CPO), Annabelle Hickson (GALAH) and Tim Ashelford (We Are Explorers).

Luca: Newsletters are back. There are media buyers out there who put newsletters in the same category as display advertising. Being invited into someone’s inbox can’t be underestimated. Mamamia has combined 400,000 newsletter subscribers.

Annabelle: I love newsletters and it is such an intimate format. We have a real community and we get a lot of engagement. One of the newsletters we have is We Bought a Hotel by Neil Varco about his story of the hotel he bought with his wife Edwina Bartholomew.

DPA members have 3m subscribers to their newsletter collectively. DPA will soon publish a newsletter directory.

Part 2 Independents Day

Man of Many

Australia’s largest men’s lifestyle publication.

Specialisation is important for indie publishers. It builds engaged audience and is key to success.

Trust is fundamental – trust that is earned is a core company value. Trust equals transparency.

Reinvention is essential for staying ahead of the times and meet the changing needs of our audiences.

Website redesign coming in October 2024.

Original content is our lifeblood and key to building relationships that last.

Networking is essential for a sense of belonging.

Holds immersive in-person events, movie premieres, product launches etc.

Kiindred

Emmy Samtani founder.

Mission to make sure no parent or child is left behind. My husband is my business partner. We have three children with special needs – we are a loud and wild bunch.

Why inclusion matters – helps individuals feel connected and build community understanding. Inclusion is part of an ongoing conversation at Kiindred.

Neurodiversity in the media. Spoke about portrayals of autism in the media – Love on the Spectrum, The Assembly.

Commercial partnerships with Club Med, Faber Castell, Shoes & Sox, HP, Duplo, LEGO.

“We have simple ways to make content more accessible. Layout, audio accessibility, multilingual, subtitles, simplified messaging, multiple ways to engage.”

Star Observer

Karl – Sales gay at the Star Observer.

Gave a quick history of gay liberation movement. What does it mean to be LGBTQI+?

What assumptions are being made. Star Observer has been serving the community for many years. LGBTQI+ makes up about 9% Boomers, Millennials 16%, Gen Z 35%.

Complexities include marketing moves like pinkwashing, tokenism and queerbaiting.

80% look to social media for inspiration. Over 50% are wary of brand authenticity.

Think outside the binary box to gain the attention of the growing audience.

Market in Australia is valued at $692b and they spend $4.5b on groceries.

Kylie Merritt

ausbiz

Kylie Merritt, Founder and MD

Only TV service covering the local sharemarket. Interview 25 market experts each day. 5 hours of live content daily. 2 newsletters and 2 podcasts daily.

Bespoke content for client platforms. Big tech is eating the publishing industry.

Funding journalism with a more sustainable model. We are close to finishing building new product Ausbiz (intel)

Launching also Ausbiz Capital, a separate standalone business. Both open new revenue streams for us.

We reach Australians who are taking control of their retirement investments.

Equity Mates

Co-founders – we are speaking to the next generation of investors. Australia’s financial literacy is going backwards. Median savings across Australia are just $3,500. One in three couldn’t cover a $500m emergency. Young people are being left behind. They feel left behind and over 50% think they’ll never buy a home.

“It’s pretty grim out there. But there is good news. Many are fighting back and doing something about it…through digital media.

“80% use social media or educational video.

“Our mission is to empower the next generation to take control of their financial future. The core of the business is a podcast network for all types of investors. 3.5m impressions a month. 502,000 young Australians monthly 65% male.

“We work with brands who align with our mission of providing strength and who are prepared to join us on this journey.”

RUUSH

Mia – digital strategy director.

Indie publisher with a focus on fashion and art.

20th anniversary year. We’ve outlasted many of our bigger competitors. We have remained true to our core values.

Showed a video with photo shoot highlights and video clips.

All original content – we don’t licence. We foster community. Diverse and pure from the beginning.

Podcasts, literary showcase, also RUUSH Home publication.

Reach 8m people monthly across all channels.

Tertiary educated women who invest in things that are important to them.

Time Out

Kaylie Smith, Asia Pacific Time Out

Deliver passionate audiences at scale. Hyper local coverage – “we know because we go”.

Content: Food and drink, things to do, travel, art and culture

Have an audience across every state across Australia.

Melbourne and Sydney audience very similar. But what matters to those audiences is very unique.

Editorial topics resonate in different ways. There can be deep engagement on very different types of content at the same time in both cities.

75% coming to Time Out engage commercially with something they see.

Final panel of the day

Deep relationships with audiences.

Tim Duggan (DPA chair) with Alice Griffin (Editor-in-chief, Junkee Media), Cara Anderson (CEO, Limelight Arts Media) and Helen McCabe (Founder and MD, Future Women).

Limelight is still in print after 47 years with 11 editions. Also digital audience too with daily news, newsletters, podcasts and events. Have a sister company which is a travel business. Arts coverage is shrinking across mainstream media which has been an opportunity for us to grow.

FW represents professional women – an audience of 2m women and we help to improve their career prospects. We have three membership tiers which are being relaunched and we are in the process of talking to potential partners about the relaunch.

Junkee Media reaches its readers via social first strategy. We don’t mind how people engage with us, as long as they do engage with us. Fun and creative voices across Junkee and Punkee. We still have a very loyal Gen Z audience.

OMD Create has taken home the Grand Prix at the 25^th MFA Awards for its ‘Free Calls to Santa’ campaign for Telstra at last night’s black tie gala dinner in Sydney.

The MFA Awards celebrate the most effective and impactful work created by media agencies, demonstrating the industry’s purpose of We Are The Changers.

Campaigns for Google, KFC, L’Oréal, Goodman Fielder, ALDI, Sanofi, NRMA Insurance, Black Dog Institute were among those that took to the stage as winners.

In addition to OMD Create, agencies recognised for their work were EssenceMediacom, Initiative, Wavemaker, Kinesso, UM Australia, Zenith Media, Hearts & Science and Atomic 212.

This year’s cohort of more than 100 judges consisted of close to 50% client CMOs – more than ever before – helping to bring a strong advertiser voice to the selection process.

Judges looked for work that demonstrated effectiveness, long-term business growth and media agencies’ industry purpose of We Are The Changers. They commended this year’s entries for displaying innovative solutions, brave execution and strong results for clients.

Industry giant Harold Mitchell was posthumously inducted into the MFA Hall of Fame, recognising his contribution and legacy in helping to build the media agency industry in Australia.
 
Also recognised with the MFA Industry Contribution honour was Sophie Price, chief strategy officer of EssenceMediacom, for her pivotal role in leading the strategic development of the industry’s widely adopted We Are The Changers purpose.
 
MFA CEO Sophie Madden said: “Celebrating the 25^th anniversary of the MFA Awards is an important milestone and a valuable reminder of our impact as an industry of Changers. The finalists and winners of the MFA Awards represent the very best of change-making media thinking and effectiveness, and set the bar high for the standard of work being produced by Australian media agencies.
 
“Congratulations to all the worthy winners and heartfelt thanks to the MFA Awards Steering Committee and our judges, who generously devote a huge amount of their valuable time to the significant task of identifying and awarding media excellence.”

The 2024 MFA Awards winners

Grand Prix – Sponsored by Seven
OMD Create, Free Calls to Santa, Telstra – Collaborating partners: OMD, fullstop.ai, The Monkeys

OUTCOMES
Brand Impact – Sponsored by Meta
EssenceMediacom, Google Pixel Perspectives, Google – Collaborating partner: PHD

Business Impact
EssenceMediacom, KFC Modelled Menu, Yum!              

Behaviour Change
Initiative, Mental Fitness Gym, Gotcha4Life Foundation – Collaborating partner: Science Fiction

Best Data-Led Activation
Zenith Media Australia, How a Built-from-Scratch Data Set Won Christmas 2023, ALDI – Collaborating partner: BMF

Best Long Term Results
Wavemaker, Maybelline Game-Changing Results, L’Oréal – Collaborating partners: HERO, Photoplay Films, Livewire

EXECUTION
Best Integrated Campaign
Initiative, Delivering Holiday Smiles, Amazon – Collaborating partners: Mediabrands Content Studio (MBCS), JCDecaux

Best Use of Small Budget <500K
UM, Did You Hear That?, Australian Government Department of Health & Aged Care – Collaborating partner: Spotify

Partnership Award
Initiative, Going Beyond 3%: Insuring Indigenous Stories, IAG / NRMA Insurance – Collaborating partners: NITV, SBS

Innovation Award
OMD Create, Free Calls to Santa, Telstra – Collaborating partners: OMD, fullstop.ai, The Monkeys

Best Content Amplification Strategy
EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government Drink Driving – Collaborating partner: The Betoota Advocate

ESG Campaign – Sponsored by SBS
Wavemaker and GroupM, The Power of Search, Black Dog Institute – Collaborating partners: Google, Reddit, Folk Agency

Media for Good
Hearts & Science, Renewables Ad Engine, Sanofi Consumer Healthcare Australia – Collaborating partner: Adylic

CHANNEL EXCELLENCE 
Best Use of Screens
Initiative and Kinesso, Wonder: Turning BVOD from Brand Builder into Brand Seller, Goodman Fielder – Collaborating partners: Flybuys, Channel 9, Channel 7, SBS

Best Use of Technology
OMD Create, Free Calls to Santa, Telstra – Collaborating partners: OMD, fullstop.ai, The Monkeys

Best Use of Audio
UM, Did You Hear That?, Australian Government Department of Health & Aged Care – Collaborating partner: Spotify

Best Use of Outdoor – Sponsored by OMA
Initiative and ARN, Win a Billboard, ARN Media – Collaborating partner: JCDecaux

Best Use of Performance Media
OMD, Performance ValueEngine, Telstra

Best Use of Events and Experiential
EssenceMediacom, Google Pixel Perspectives, Google – Collaborating partner: PHD

PEOPLE & CULTURE
Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)
CHEP, Climate Doctor’s Certificate, School Strike 4 Climate – Collaborating partners: Doctor Nick Abel and Doctor David Karoly

Agency Talent & Culture (<100)
This Is Flow

Agency Talent & Culture (>100)
Atomic 212°

NGEN Award
Marcus Billingham-Yuen and Angelina Das, News Corp Australia

Industry Contribution
Sophie Price, Chief Strategy Officer, EssenceMediacom

Hall of Fame
Harold Mitchell

2024 MFA Awards sponsors
Grand Prix Sponsor: Seven
Platinum Sponsors: Meta, Outdoor Media Association, SBS
Gold Sponsors: Ad Standards, Cartology, Foxtel Media, News Corp Australia, Nine, OzTAM, YouTube
Silver Sponsors: Commercial Radio & Audio, LinkedIn, Polite Playground

Tony Kendall has been running Australian Community Media (ACM) for Antony Catalano and Alex Waislitz for five years. The move back to publishing comes after a career across different sectors.

Kendall spent a total of 23 years with News Corp which included to time they acquired Federal Publishing from the Hannan Group. That included working on the Conde Nast titles. He also spent a year in New York for the company, working on the New York Post.

His experience with magazines also comes from three years at what was then Bauer Australia, working alongside Matt Stanton, now at Nine.

Kendall moved into radio at ARN during the time when it was known as HT&E which included a significant outdoor component.

Of the most recent part of his journey, Kendall explained to Mediaweek: “I found myself back in publishing with regional titles, which I love.”

ACM’s Tony Kendall

Although much of the ACM business sits outside of the major metro markets, I spoke with Kendall near their Sydney CBS headquarters. It’s an important base for the company, including sales relationships with commercial partners.

As to day-to-day engagement with ACM shareholders Catalano and Waislitz, it varies from regular board meetings to work-in-progress catchups.

“I’m left to my own devices to run the business much of the time, which is great,” said Kendall. “Antony has a lot of contacts and connections and he adds lots of his entrepreneurial flair as well.

“He knows print well. From a journalism point of view and from a marketing and sales point of view. He has a unique background of being a journalist and then transitioning to marketing and sales at The Age and then launching his own businesses.”

ACM’s print and digital portfolio

Although much of the discussion about the presence of ACM in regional Australia centres around its print products, the company reaches big numbers digitally too.

“Our sales team sell across both print and digital,” explained Kendall. “We have digital experts that sit within those teams.

“From an editorial point of view, we’ve got technical experts on video and digital. But generally speaking, all our journalists write and produce content for all the platforms – whether it’s social, video, or digital.

“We have a separate print production team that do the subbing part of the process, and then we have our own tech team. We offshore some of the dev, but most of it’s done in-house.”

ACM Agri Titles

Last remaining print facility

ACM has one print facility remaining – in Tamworth in north-central NSW. Kendall explained the Launceston facility was closed earlier this year, with the Tasmanian titles now printed by News Corp in Hobart.

The Tamworth plant not only prints for local requirements, but also for ACM titles as far away as Orange, Bathurst and Dubbo.

ACM’s shining stars

The Ag division is a real profit powerhouse for the business. Kendall listed the key titles as The Land, Queensland Country Life, Stock Journal, Farm Weekly, plus Stock and Land in Victoria.

“The ad market’s been amazing for the agricultural titles. If you’ve got 70% reach to the target audience, then you’re going to be in very good shape.”

ACM also runs an event business alongside the Ag division where it runs some of Australia’s biggest field days.

“Our big three regional dailies are in Newcastle, Wollongong and Canberra.

“We then have a very solid, strong second tier with daily publications like Launceston, Burnie and Warrnambool and Albury/Wodonga. And then some smaller dailies in Bendigo, Ballarat, Tamworth and Wagga.”

Hyper-local model helping grow subscribers

Like all publishers, ACM continues to move to digital interactions with customers. “The use of data is increasingly how we’re transitioning the business,” said Kendall. “Understanding exactly who the customers are, what content they’re engaging with and when.

“Newsrooms are now very attuned to their digital dashboards of what content is driving the best results, what content is driving subscription.”

But he emphasised that still means having professionals to interpret the results.

“In most areas we operate, we’re either the largest or in some cases the only employer of journalists.”

ACM puts a strong emphasis on being hyper-local. “Our journalists are part of the towns and communities. Without them, there would be no local news apart from maybe a local Facebook group.”

Kendal said digital subs at ACM last year grew 10% again. “We are growing ARPU as well. Growing the time spent online and reducing the subscriber churn.”

Trail of broken promises for regional publishers

When it comes to spreading the word to advertisers, Kendall said: “Boomtown’s done a really good job of promoting the regional industry more broadly.”

But there are some that need more convincing. “People like the federal government would still spend all of their money digitally on the main platforms rather than going direct to publishers. Most of our digital ad revenue comes from how we package it up with local advertisers.”

See also: Boomtown and Thinkerbell debut campaign celebrating regional opportunity

The company continues to push hard for sector support from government.

“Both governments have broken election promises. Both Labor governments in New South Wales and the federal.

“When the federal government came to power, there was an emergency assistance package planned to cover the 80% increase in newsprint we had with a guarantee that the industry would be provided with a longer-term solution within six months. We are still waiting.

“We’ve put our recommendations into NewsMap, which are for a fair share of government advertising, tax incentives for journalists, tax incentives for digital subscribers.

“While we’ve been waiting for some result, 40, maybe 50 publications have closed around Australia. Hundreds of people have lost their jobs.

“The New South Wales government promised an extra million dollars a year incremental for regional publishers, and we lobbied them prior to the last election. And we lobbied them to adopt the Victorian government policy, which is a full-page ad every week in every regional paper.”

That has had some impact, said Kendall. Overall publication closures in Victoria were limited to 16 in the last five years. In New South Wales that number was 85.

“We’ve lobbied hard with the Minns government for them to actually meet their election promise, because so far they’ve failed.”

Kendall met with NSW premier Chris Minns as recently as a week ago.

“Why is the federal government spending as much money as they are on the platforms that they’re admitting are causing social harm.

“In NSW too, instead of spending over $7 million with Meta, spend 1.9% of their budget with regional press to support quality journalism.”

ACM has backed out of some markets both in print and digitally this year as it was unable to make the numbers work.

Kendall: “As of two weeks ago, we’ve backed out of eight markets. We’ll keep a digital presence there, but there’s no journalists.” Those towns include Dungog, Moree and Tenterfield.

As ACM pulls back in some places, indie titles are cropping up to fill the gap, some of them with Facebook or Google funding. As major publishers have realised, things can change suddenly if that funding tap is turned off.

ACM has a total staff just under 1,000 with around 400 journalists. Kendall said any decision around closing a title is done to protect the rest of the business.

“Most of the titles that are closed have been losing money for some time. We have held on to most of them in the vain hope that the government might live up to their promises. “

Kendall also explained the loss of the Meta funding hurt as it was a significant amount. “We couldn’t afford to sustain some smaller titles any longer. It hurts.”

See also: ACM stopping the presses on weekday editions of iconic NSW regional newspapers

It’s not hard to get negative press when making changes to radio shows – just ask Triple M after the cancellation of its Adelaide drive show. Or ask Kyle and Jackie O about feeling the media sting as they forge a path into Melbourne.

The Triple M Adelaide drive news dropped during a ratings break which is always helpful because the on-air team can’t dwell on their stand down.

The SCA brand targets male listeners around Australia in metro and regional markets.

It is just short of 12 months since ARN’s Ciaran Davis launched an audacious bid to take the brand off the hands of SCA. So confident of the deal closing was ARN that it signed Gold 104.3 breakfast host Christian O’Connell to a new deal with the idea he would broadcast into Sydney and Melbourne on the Triple M stations. That hasn’t happened but there is still speculation O’Connell will eventually appear in Sydney.

See also: Radio goes boom! ARN wants Triple M Network…will the SCA board play ball?

With SCA now piloting the Triple M brand the company is making some big decisions about where to next. There has been talk about the softening of the brand’s “rock” image.

There is also chatter about the breakfast shows in Sydney and Melbourne. SCA is unlikely to proceed with something similar to ARN’s networking plan. You’ve only got the look at the history of breakfast radio shows originating outside their target market to see the magnitude of that challenge. And there’s nothing wrong with the Triple M ratings in Brisbane and Adelaide breakfast.

Hughesy and Kate might be reunited for Triple M Melbourne breakfast. But from a distance, it’s hard to know just who’s pushing that barrow – Triple M or Dave Hughes and Kate Langbroek.

Where networking is going to feature will be drive. Triple is heading toward having two national drive shows – one for AFL markets and the other for northern NRL states. The shows will also split across regional markets with JB and Billy creeping into AFL markets outside Victoria.

The latest shuffle in the introduction of networked drive dropped this week as Triple M Adelaide’s Rush Hour with Andrew Jarman, Bernie Vince and Greg Blewett found out they won’t be back on air next year. Not at SCA anyway.

On the way out: Triple M Adelaide Rush Hour

The headlines have ranged from “brutal axing” to “shock axing” to “footy and cricket greats left shattered”.

Replacing the trio will be Triple M Melbourne’s Rush Hour with James Brayshaw and Billy Brownless.

There has been no news yet about changes to the Sydney and Brisbane Triple M drive shows.

SCA presentations to advertisers

Meanwhile, SCA recently hosted industry insights breakfasts in Sydney and Melbourne, reinforcing its is the #1 home for the key 25-54 buying demographic to unlock the commercially critical audience that matters.

The ‘25-54 Unlocked’ events showcased both the Hit and Triple M brands.

Jimmy Smith and Nath Roye, aka Jimmy & Nath, current (and soon-to-be permanent?) hosts of 2DayFM’s Breakfast show, hosted the event in Sydney.

Triple M commentator and Footy Talk podcast host Jack Heverin hosted the Melbourne event.

SCA’s Jimmy & Nath, and Carrie & Tommy meet advertisers in Sydney and Melbourne

SCA chief content officer Dave Cameron moderated a Q&A session with Australia’s #1 drive show hosts Carrie Bickmore and Tommy Little, discussing how they build connections with their loyal listeners.

Luke Minto, SCA national head of audio sales, and Victoria Young, SCA head of radio sales – Melbourne, delivered presentations with research about the importance of the key demo.

See also: Nine blows up 4BC Brisbane breakfast: Laurel, Gary and Mark out two years after 4KQ move

TikTok welcomed the media buyers and brands to the Hordern Pavillion on Wednesday for an entertaining yet informative afternoon at the annual For You Summit.

Attendees were presented with case studies from Virgin Australian and Pepsi that demonstrated the platform’s effectiveness and campaign insights.

The event also saw the unveiling of Shift 20 Initiative’s casting channel on TikTok, Shift 20 Casting Call (@shift20castingcall).

The channel aims to educate, empower, and enable brands, advertising agencies, and casting directors to find talent with disabilities. It also aims to grow the talent pool and democratise the casting process for talent with disabilities.

Mediaweek caught up with media buyers who attended the event to get their thoughts on offerings and what piqued their interest.

James Dixon

James Dixon, Atomic 212’s chief data officer and partner, praised TikTok for its “useful and informative” upfront.

He noted the focus on the channel’s ROI with two data points: TikTok is the #1 most cost-effective channel for purchase intent (source Kantar), and ads from TikTok see x1 return on ad spend (source Nielsen).

For Dixon, the highlight of the presentation was Tracksuit’s study of brand awareness and click-through rates. “The result was NO correlation of big brands and ad engagement. Takeout: viewers will watch good content regardless of brand.”

“But more important was an opposing data-strong correlation of brand awareness and conversion rate, where 60% awareness will see x3 conversion rate and therefore a third the acquisition cost.

He added: “This is a great statistic for media planning, reinforcing the need for the long and short communications.”

Jamison Milessis

Jamison Milessis, Bench Media’s senior performance manager, said the summit highlighted a few big changes for marketers.

“First, the platform’s ability to blend awareness and performance targeting is a game-changer. Instead of choosing between brand-building or immediate sales, TikTok lets you do both at once. It’s the perfect balance for driving results while still growing an audience.

“Then there is how TikTok leverages creators to capture moments in real time. People trust creators way more than traditional ads, and TikTok’s ability to tap into this helps brands connect with audiences in an authentic way.”

Milessis called out the introduction of TikTok Symphony as another key stand-out. He said: “While AI in creative isn’t new, this tool makes high-quality, engaging ads accessible to marketers of all budgets. Symphony allows you to scale campaigns without having to compromise on quality.”

Milessis added that TikTok’s upfront demonstrated how it has grown into a “driving brand success, with tools that make it easier than ever to get creative and grow.”

Gerry Bowness

Gerry Bowness, head of digital at Mediahub, highlighted TikTok’s reach and engagement – 8.5m and counting Australian users consumers a “movie length’s” worth of content a day – shared by country manager Brett Armstrong at the start of the presentation.

“Impressive stats that reinforce the need for brands to put proper time, effort and consideration into their TikTok journeys,” he said.

He noted that a recurring theme throughout the presentation was that any great creative can be used within the platform but must be cut, edited, and reformatted to fit the platform.

“Running standard TVCs just don’t cut it in a platform like TikTok and, in my opinion, can actually make a brand stand out like a sore thumb,” he said.

Libby Minogue, chief revenue officer at Virgin Australia, reinforced his point as she demonstrated the airline’s journey of maturity.

“We all know that brands have playbooks and guidelines – but for success and authenticity in a platform like TikTok we need to be brave and take controlled risks,” Bowness said.

Bowness also noted the platform’s presentation with brand monitoring company Tracksuit and its founder, James Hurman, to discuss the importance of Brand and Performance marketing working harmoniously together.

“Compelling stats were presented that outlined the correlation between brand health and performance marketing.” Bowness added: “This is a lesson that should be heard by all marketers, not just those at the TikTok summit.”

James Lucas

For James Lucas, OMD’s head of investment in Brisbane, the For You Summit was a “bold statement of confidence to the market” despite no launch or fresh announcement.

“It was a bold statement of confidence to the market, saying (without overtly saying) that the product suite is already outstanding; however, how it’s being used by advertisers needs evolution.

“These messages were easier to hear without the clutter,” he added.

“TikTok used its 90 minutes of attention with agencies and marketers (about the same amount of time their 8.5m users spend on the platform each day) to focus on providing food for thought on how advertisers should be engaging with audiences on the app and best harnessing the full power of the platform.”

Lucas said that as ad dollars continue to migrate to Google and Meta, he said “it’s easy to see why TikTok has focused on its positioning” as a full-funnel solution for advertisers.

“The narrative around why ‘TikTok can operate as a full-funnel solution for advertisers’ has never been better articulated, or more actionable. The product suite, data offering and operations with content makers are as well-oiled as ever; touted by brands including Virgin Australia and Pepsi who have partnered with TikTok to deliver on growth ambitions – short and longer-term – a full-funnel experience.”

Lucas said for other advertisers that want to maximise ROI on the platform and deliver brand and conversion outcomes, there needs to be a dedication “to measurement, authenticity and the ability to blur the hard barriers between performance and brand tactics.”

“Linking brands back to cultural trends, signals and forces were referenced throughout the presentation as an important avenue to provide heightened touchpoints with customers.

“For TikTok, these cultural moments operate as a catalyst for increased interest by users and increased investment by advertisers on the app – a core component that brings the full funnel opportunity to life. Done well, authenticity and built for the platform, brand love and consideration can skyrocket.

However, he noted that if done poorly and the opposite occurs, the implications can be problematic for brands.

“TikTok offers a highly engaged, mass community, how we show up needs to be always well considered with a lens applied from the perspective of the intended audience and the mindset in which they are receiving the message.”

–

Top image: James Dixon, Jamison Milessis, Gerry Bowness and James Lucas

KIIS FM’s Kyle & Jackie O will be broadcasting live from the homes of the world’s biggest stars all next week as they take The Kyle & Jackie O Show to the United States.

ARN always has a presence at the iHeartRadio Music Festival, and this year the KIIS Sydney and Melbourne breakfast show will be part of the visiting crew.

Across the weekend, Kyle & Jackie O will be on the ground in Las Vegas, hosting daily specials from 6pm AEST on Saturday, September 21 and Sunday, September 22, on the KIIS Network.

Headline acts taking to the stage for the Festival this year include The Weeknd, Coldplay’s Chris Martin, Camila Cabello, Doja Cat, Dua Lipa, Keith Urban, Gwen Stefani, Halsey, Hosier, Paramore, and many more.

Then from Monday, September 23, The Kyle & Jackie O Show will broadcast live from Las Vegas with exclusive access to the stars, chatting with the biggest names from the festival lineup, fresh off the stage after their performance.

Following their stint in ‘Sin City’, Kyle and Jackie O will then head to Hollywood to broadcast live from inside the homes of the world’s biggest stars. The all-star lineup across the epic week includes Dua Lipa, The Kid Laroi, Tate McRae, Katy Perry, Curtis Stone, Jason Alexander, Carmen Elektra, Kendra Wilkinson, the cast of The Real Housewives of the OC, Vanderpump Rules’ James Kennedy and Scheana Shay, plus many more surprise guests.

Who’s on the road with Kyle and Jackie O?

The Kyle and Jackie O Show has one of the biggest teams on radio. But when the show is on the road they travel light.

Mediaweek checked in with show director Bruno Bouchet from Las Vegas as they prepare for their first weekend broadcast.

He told us that he and the hosts will be joined by just newsreader Brooklyn Ross and video producer Joshua Fox. Jackie and Brooklyn have gone to Las Vegas the long way round, stopping in New York on the way.

Jackie and Brooklyn in New York this week

The sad news for show fans is that Intern Pete is not on the road with them.

Bouchet said in Las Vegas the show will broadcast from their hotel, but for the week in Los Angeles they will be broadcasting from Kyle’s house in Beverley Hills from Tuesday to Friday.

It is the first Kyle and Jackie O Show on the road since a broadcast from the south of France just over a year ago for Kyle’s honeymoon.

The visit to the USA has been sponsored by United Airlines.

All the action from the iHeartRadio Music Festival kicks off from 12.30pm this Saturday, September 21 live on the free iHeart app, and from 6pm across the KIIS Network, with the party continuing all week on The Kyle & Jackie O Show from Monday, September 23 on Sydney’s KIIS 1065 and Melbourne’s KIIS 101.1.

See also: What’s wrong with Kyle and Jackie O? Has Melbourne invasion gone down the toilet?

Publicis Groupe has acquired the commerce marketing company Mars United Commerce, which has over 1,000 employees based in 14 hubs worldwide, including Australia.

The acquisition deal prices the commerce marketing company at around US$600 million, the Wall Street Journal reported.

Rob Rivenburgh, Global CEO of Mars United, said: “Joining Publicis Groupe will help Mars realise our vision of being the preeminent global commerce company faster and more completely.

“We’re excited to have the support of Publicis to bring new opportunities to our existing clients and also to share our connected commerce solution with new clients around the globe. We look forward to writing the next chapter of commerce together.”

Rob Rivenburgh

Arthur Sadoun, Publicis Groupe CEO, welcomed Rivenburgh and the Mars teams to the holding company. He said: “Their innovative spirit and proprietary platforms will further connect and complement our existing capabilities to deliver industry-leading, end-to-end commerce solutions for our clients, both online and offline.

“With the acquisition of Influential this summer, and now Mars, Publicis is uniquely positioned to help our clients understand both existing consumers and future prospects and connect that knowledge at an individual level to the new media channels that work hardest for their business: Connected TV, Commerce and Creators.

“All of this, in clients’ own ecosystems, giving them control over their customer relationships and transparency in their investments and outcomes,” Sadoun added.

Mars was founded 50 years ago and renowned for its history of innovation, deep understanding of shoppers, proprietary commerce insights platform and its extensive retailer relationships.

Under Rivenburgh’s leadership, Mars’ proprietary technology and solutions will further scale and supercharge Publicis’ existing commerce capabilities. 

The combination of Mars and Publicis Groupe aims to create a connected commerce solution that allows clients to plan and activate through the full marketing funnel and increase sales at the point of purchase. 

Arthur Sadoun

The acquisition will allow Publicis Groupe clients to create and implement end-to-end commerce solutions to make effective use of strategy and insights using Epsilon’s first-person identity data.

It will also combine the scale of Publicis Media with Mars United’s comprehensive understanding of retail organisations to help clients win the last mile of purchase in physical and digital locations with more efficient and effective media campaigns and activations.

Publicis will also merge insights into ecommerce sales and operations from its digital shelf platform Profitero, with Mars United’s data set to give clients a complete view of commerce marketing performance – online and offline – and drive brand growth.

Concretely, it means that Publicis Groupe clients can now create and implement end-to-end commerce solutions that optimize:

Publicis Groupe’s acquisition comes after the rebranding from XPO: The Mars Agency to Mars United Commerce, a change that was adopted by all of The Mars Agency’s operations around the world earlier this year.

At the time the agency claimed that the name change reflects its transformation into a full-service commerce marketing partner.

See also: XPO: The Mars Agency rebrands to Mars United Commerce

Vogue Australia and American Express have announced the return of Fashion’s Night Out as the fashion and retail event celebrates its 15th year in Australia.

Vogue American Express Fashion’s Night Out 2024 will be held on Thursday October 17 in the Sydney CBD in partnership with the City of Sydney, featuring shoppable runways, in-store experiences and live entertainment.

Runway looks featuring the best of the spring/summer season from Australian designers and brands will be directly shoppable in-store and on vogue.com.au to create meaningful impact for retailers.

Content and shopping offers will be amplified nationally across Vogue Australia’s channels and the News Corp Australia network to drive e-commerce outcomes. Post-event activity will run until October 27.

A comprehensive marketing and editorial campaign will support the initiative, with promotion across digital, print, outdoor and social channels.

Vogue Australia editorial director and publisher Edwina McCann said: “Fashion’s Night Out originated out of a genuine desire to support Australian retailers and the fashion industry. As we celebrate 15 years, we look forward to hosting the biggest shopping night out yet, getting people into the city and transacting in store.

“Both Vogue Australia and American Express audiences come along to the event to experience our brands in a fun, fashionable and meaningful way. Shoppers really enjoy being part of the event and experiencing our showcase of the best of the new season, in-store and online, and in doing so we deliver retail outcomes.”

American Express vice president of brand, marketing and member experience Naysla Edwards said: “We’re proud to be partnering with Vogue Australia to bring to life Vogue American Express Fashion’s Night Out. This event and partnership supports our unwavering backing of Australia’s phenomenal retail and fashion industry and the incredible people who contribute to it.

“The live fashion runway in Pitt Street Mall provides inspiration for shoppers and drives impactful outcomes for retailers. We’re delighted to again be showcasing small businesses on the American Express Shop Small runway, with the looks featured curated by the talented Vogue Australia team.”

This year, from October 16-27, American Express Card Members will have access to an exclusive Card Member offer – spend $60 or more online or in-store at participating Vogue American Express Fashion’s Night Out retailers, and receive a $10 credit, up to five times*.

New to the event, supporting partner Toblerone will create the golden prism in Pitt Street Mall, where there will be sampling of their pralines along with a golden photo moment. Toblerone’s Never Square Design Award winner will also be announced on the Vogue stage during the event.

Bassike has again collaborated with the Vogue Australia team on the design of the official 2024 Vogue Australia T-shirt, available at bassike.com. The T-shirt is 100% organic cotton jersey and sustainably made in Australia.

Vogue Fashion’s Night Out, was founded by Anna Wintour in 2009 with the intention of supporting retailers suffering from the GFC. The annual event supports Australian fashion and retail and is all about engaging consumers in a free event that allows every person to have an elevated shopping experience. 

For information and special announcements, visit www.vogue.com.au/fno

*Offer valid October 16-27, 2024. Limited to the first 75,000 Cards to save the offer. Exclusions Apply. See full T&Cs for details.

See also: Vogue Australia’s collectible April covers: Juergen Teller photographs Angelina Kendall in Paris

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

Mat Baxter announced he will be exiting his role as Mutinex APAC CEO and will be transitioning to a board advisor effective from 30 September 2024.

Baxter joined Mutinex as APAC CEO in May this year. At the time, there was plenty of speculation about whether the two very strong personalities of co-founder Henry Innis and Baxter would be compatible.

“Going in I think we both knew this would be a grand experiment. What became apparent to me in the four months since joining is that there’s not enough space for Henry and I in the day-to-day business,” said Baxter.

“So I took the simple decision to resign, and the board had asked that I serve as an advisor,” said Baxter.

Rebecca Tos

Rebecca Tos has been promoted as Havas Media Network’s managing partner ANZ of consumer science and analytics (CSA), the global data and technology consultancy of the network now launching in the ANZ market.

CSA is dedicated to helping clients understand and meaningfully activate customer data to optimise growth.

oOh!media has appointed Ben Campbell as director of data, product and technology following expansions to the out-of-home media company’s retail media division, reo.

Campbell joins oOh! from Nine where he was director of advertising and data products. During his time at Nine, he led the commercial data and digital advertising product strategy, ad technology, digital sales strategy and enablement, and SMB ad platform functions.

Campbell was formerly the specialist sales director at Mi9 and head of digital commercial strategy at the Telegraph Media Group in London.

Meaghan Scurr

QMS has appointed Meaghan Scurr to the new role of group business director, City of Sydney.

Scurr will lead the sales team of specialist account managers and coordinators focused on servicing all NSW-based agencies and clients across its market-leading City of Sydney digital street furniture portfolio. She will report to Olivia Gotch, QMS City of Sydney general manager.

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

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

Richard Bean will step down from his role as executive director of Ad Standards, Australia’s advertising complaints handling body, at the end of September.  

Rachel Tunney, Ad Standards communications manager, will be the lead point of contact for all enquiries during the recruitment process for Bean’s replacement.

Katrina Stratton and Siddharth Bhakay

AdUnion has welcomed the appointments of Katrina Stratton and Siddharth Bhakay to its leadership team following significant growth and the retention of challenger brands, More and Tangerine Telecom.

Stratton joins the independent full-service media agency as head of client services and investment and will deepen the agency’s media strategy offering alongside Bhakay.

Bhakay steps into the role of head of digital and will work closely with the team from partner business AdMatch to build efficiency and effectiveness across all streaming media channels.

ACM managing director Tony Kendall has made three new senior appointments, including Scott McCullough as commercial director of its Agricultural news division.

In addition, Lupe Prada has been appointed head of marketing for ACM Agri, and Laura Allen has been appointed as research and insights manager for Chi Squared.

Clemenger BBDO has boosted its strategy team with four new industry talents as the agency states it is reimagining its strategy for a new era.

The appointments include experience strategy director Jon (JT) Turton, senior strategy director Vanessa (Ness) Quincey, head of product Maya Mausli and head of strategy Brooke Thompson.

The Paris Olympics and Paralympics coverage increased online sports consumption by 5% in August, the latest Ipsos iris data has revealed.

The online sports category’s audience hit a new peak last month, as Australians consumed content surrounding Raygun’s now-iconic breakdancing performances, skateboarding’s young competitors, and Aussies’ prowess in the pool drew record audience numbers.

The 5% month-on-month growth in the sports category represents an extra 735,000 Australians for a total sports audience of more than 15.6 million. The new record since the inception of Ipsos iris, followed an already significant 7% (962,000) increase in audience numbers for July, making two consecutive months for record Australian sport audience numbers online.

Sports also featured in many of the major news stories that consumed Aussies’ attention in August, particularly all the latest updates from the Olympics, the Paralympics opening ceremony, the Olympics’ Imane Khelif’s boxing gender scandal, and the NRL premiership news.

Global events, including the Southport stabbings in the UK and subsequent riots, and Brit band Oasis’s reunion announcement, plus local entertainment stories, including the Logie Awards and TV shows The Voice and Dancing With The Stars, saw Australians seek out online news websites and apps as an essential source for big news story events.

More than 20.7 million people used a news website or app in August, reaching 96.5% of online Australians aged 14+.
 
The chart below shows the News brands’ ranking during August 2024 by online audience size.

Ipsos iris, Australia’s digital audience measurement currency endorsed by IAB Australia, showed that overall, 21.4 million Australians aged 14+ used the internet in August and spent on average 4.6 hours per day, or almost 143 hours for the month, online – an equal record with last month.

The most consumed website and app categories in August were social networking (21.4 million), search engines (21.3 million), technology (21.3 million), retail and commerce (21.1 million) and entertainment (21 million).

The social media category beat search engines for the top consumed category for the first time in recent months, notching up the largest audience number since the launch of Ipsos iris in January 2023. The games category experienced a month on month increase of 8% in time spent, sitting at more than 638 minutes spent on games websites and apps per person.

The retail and commerce category also peaked in August, recording its highest-ever engagement numbers, increasing by 8% to 456 minutes per person.

Homes & property category hits Ipsos iris peak, amid renewed confidence in real estate market

The homes and property category recorded an all-time audience high in August, peaking at just over 14 million Australians. The figure was the highest number recorded in both 2024 and in Ipsos iris history, with overall audience numbers increasing by more than 300,000 month on month. Major property brands realestate.com.au and Domain also recorded month on month audience increases of 4% and 5% respectively.

The data reflects a nationwide trend for increased property listings this Spring, as new listings in the nation’s capital cities reached their highest levels in more than a decade. New PropTrack data showed capital city new listing volumes were 1.6% higher year on year in August – the highest they have been since 2012. The listing increases come amid renewed confidence in the property market, with interest rates expected to drop in 2025.

The chart below shows the Homes and Property brands’ ranking during August 2024 by online audience size.

–

Top image: Telaya Blacksmith

Whether it’s a childhood jingle that you can still sing word for word or a campaign that influences the way you work today, everyone has an ad that has really stuck with them.

Mediaweek has been asking the industry to take a trip down memory lane to find out all about the ads that made us.

Simon Fleming, associate creative director, Communicado

Wagon Wheels Campaign – Late 80’s

When asked to name an iconic commercial, I thought back to my childhood and instantly heard a voice inside my head saying, “Eat the Wagon Wheel, (hiccup) eat the Wagon Wheel.” spoken by a pickled herring.

These super quirky spots were a staple of my childhood, and I always loved that it ignored the actual flavour cues and instead went down the route of comparing a Wagon Wheel to some pretty horrendous snacks and claiming they tasted better.

The campaign compared Wagon Wheels to fried grasshoppers from Thailand, pickled herrings from Scandinavia and garlic snails from France.

Each time the announcer’s VO asked, “Which would you prefer?”, I knew it was always going to be the Wagon Wheel, even with the puppet of the snack coming to life and pleading with me to “Eat the Wagon Wheel”. To this day, I’d still choose a Wagon Wheel over a pickled hearing, and I still remember these spots fondly.

Daniel Walsh – senior partnerships manager, Avid Collective

Sony Bravia – TV advertisement of Sony Bravia TV 1080p (The Bouncy Balls Ad) 

This is a visually stunning ad, with a beautiful song. This original film took three days, a 23-person camera crew in body armour, 250,000 balls, and 12 canons for it to be realised.

I enjoyed this ad so much that on my trip to San Francisco, I asked my parents if we could stop by the street before heading back to the airport home. We were almost late! It’s inspiring and gives me hope.

–

To take part in future editions of The Ads That Made Us, please email: [email protected]

Past editions of The Ads That Made Us

–

Top image: Simon Fleming, Olivia Garner and Daniel Walsh

Disney+ has unleashed its new take on an iconic Australian sports advertisement.

The “I’d Like to Stream That” campaign for Disney+ has officially rolled out across broadcast, BVOD, YouTube, OOH, display and socials, and showcases premium and high-quality shows for adults – including hundreds of films and series that many may not expect on the platform.

Recent data from Telsyte ranks Disney+ as the third-biggest streaming platform in Australia with over 3m subscribers.

“I’d Like to Stream That” expands the playing field for Disney+ by showcasing the diverse and premium content available for a wide range of audiences, such as global Emmy-winning hit series The Bear, Only Murders In The Building, Taylor Swift | The Eras Tour (Taylor’s Version) and Shōgun, as well as locally produced series The Artful Dodger.

The new campaign throws back to the iconic 90s AFL ad and stars some of Australia’s most recognisable names in sports – Andrew Gaze (Australian basketball Hall Of Famer), Rob Whittaker (former UFC Middleweight Champion), Jack Ginnivan (AFL Premiership player), Lydia Williams (Matildas legend), Steven Bradbury (Gold Medallist), Tayla Harris (AFLW icon) and Christian Petracca (AFL Norm Smith Medallist). Each sports star highlights content available on Disney+ that they would like to stream.

The Walt Disney Company Australia and New Zealand senior vice president and managing director, Kylie Watson-Wheeler, said: “We’re excited to share this campaign that showcases Australian sporting heroes sharing their love for the incredible content available on Disney+. This campaign challenges perceptions of what to expect while also highlighting its relevance to local Australian audiences.”

The campaign was developed in-house by The Walt Disney Company Australia marketing, creative and production teams.

What to watch

Disney+ is the dedicated streaming home of The Walt Disney Company’s 100 years of best-in-class content, including iconic brands and franchises – Disney, Pixar, Marvel, Star Wars and National Geographic – as well as an expansive general entertainment offering which includes content from FX, Searchlight, Hulu and more.

See also: Telsyte SVOD report – Ad-supported tiers grow, Total subscriptions up 4% to 25.3m

Deepend Group has appointed Chris Rollings to the newly created role of head of product innovation.

The group comprises boutique consultancy Deepend, History Will Be Kind communications agency and innovation agency How To Impact.

In the role, Rollings will drive the group’s efforts to create and launch groundbreaking products, platforms, and movements that align with the evolving needs of the market. He will work closely with clients to help identify white space, create and test new concepts, and track performance.

Rollings joins Deepend Group after an eight-year stint at Google’s Partner Innovation team, where he led innovation programs, applying AI and Human-Centered Design Thinking to Google projects.

His collaboration with Google’s engineering teams and priority clients resulted in many successful product partnerships and launches still in use at Google today.

Rollings is also the founder of Dare Together, an organisation on a mission to empower teams to ethically harness AI, designing integrated, culturally safe AI service offerings that create new revenue streams or provide time back to teams to allow them to focus on the work that matters.

“Twenty five plus years in this ever-evolving space, proves one thing: we are committed to staying ahead of the curve. We not only listen to market needs, but we anticipate them,” said Matt Griffin, CEO of Deepend Group.

“With Chris joining as our head of product innovation, we’re set to continue creating products that not only anticipate demand but also tell a story through their design and content helping to drive down future marketing spend.”

Rollings said: “Deepend Group can build compelling, relevant and demand generating experiences, with the creativity, storytelling, coms, content and PR needed to engage consumers at a much deeper level. I’m thrilled to be part of this journey, to be working with such a multifaceted team of experts and to lead the agency’s push into new, innovative territories.”

–

Top image: Chris Rollings

Today the Brave has appointed Cyndall McInerney as senior copywriter, partnering with award-winning Art Director, Kate Idle.

McInerney joins from The Monkeys, Part of Accenture Song, bringing her quirky tone has earned her a range of international awards from her time working in both Sydney and London with both large networks and small independent agencies.

She brings comprehensive industry experience across big, international brand work to the independent creative agency, with work ranging from highly comedic to fantastical, with a passion for puppetry and animation. 

McInerney said of her appointment at the creative agency: “It’s so exciting to join an independent agency with such huge momentum behind it. Jade and Vince aren’t just incredible creatives, they’re also just good people. I’m really looking forward to helping Today The Brave continue to grow and break things.”

“Cyndall’s appointment is an absolute coup for Today the Brave. It won’t take long for her blend of quirkiness and strategic thinking to show up in the work – and we can’t wait,” said Vince Osmond, creative partner, Today the Brave.

Throughout her career, Cyndall has worked with some of Australia’s and the globe’s biggest clients, including Ikea, Adidas, Telstra, P&O Cruises, ahm Health Insurance, Ovarian Cancer Action, McVitie’s and Mini Cheddars. She’s also taken home a collection of some of the industry’s most illustrious awards; including Effies, Spikes and AWARD AWARDs.

Jade Manning, creative partner, Today the Brave, said: “She’s an absolute gem—there’s incredible depth and fire to her thinking, paired with empathy and kindness that’s rare to find. I can’t wait to see the magic she’s about to create.”
 
This appointment comes amid a continued period of growth for the full service independent agency, with a slew of new business wins joining the agency’s portfolio including Westmead Fertility Centre, Carnival Cruise Line, News Corp, HOYTS, the University of Sydney, True North and Mecca.
 
–
 
Top image: Cyndall McInerney

History Will Be Kind (HWBK) has revealed three new hires and three internal promotions.

Helen Little has joined HWBK as senior account director. Her previous experience includes work across a range of global media, consumer and third-sector brands including Guardian News & Media, UK child protection charity the NSPCC, as well as Disney and Universal Pictures.

Rinca Capewell steps into the role of account coordinator. Prior to joining HWBK, she worked at Blackmores Group as event and marketing coordinator where she supported execution at major pharmacy and allied health events, along with strategy development.

Tayla Appleby, a graduate in public relations, communications and commerce, also joins HWBK as account coordinator. Tayla previously interned at Pet Circle, where she supported media relations, influencer marketing and partnership projects.

Alongside these new hires, Georgie Wilson has stepped into the role of senior account director, Sam Hayes is now account director and Sophie Moudawar has been promoted to integrated account executive.

EJ Granleese, founder and CEO of History Will Be Kind, said: “We’re thrilled to welcome Helen, Rinca, and Tayla to the HWBK team. Their collective experience, creativity, and passion for storytelling will be invaluable as we continue to push the boundaries of what’s possible for our clients.

“As an agency committed to fostering growth and creating opportunities for talented communications professionals across sectors, we also couldn’t be prouder of Georgie, Sam, and Sophie’s achievements and career progression. We’re excited to continue making history with a stellar team.”

–

Top image: from left to right: Rinca Capewell, account coordinator, Tayla Appleby, account coordinator, Helen Little, senior account director

MBCS has teamed up with MIK Studio and director Jolyon Watkins to create an ad that makes the Chevy Silverado feel uniquely Australian.

The spot addressed common queries about the car, the adaptability of its range, and urban myths relating to the application of larger vehicles in busy city streets, putting them to the test in real-world scenarios.

“We set out to craft a campaign that taps directly into the excitement surrounding the 1500 series, drawing inspiration from authentic conversations happening across social media. By harnessing the real buzz from passionate voices, we aimed to amplify their enthusiasm and make it the heart of our story,” says Shanan Goldring, creative director at MBCS.

The TVC can be found here.

“Since GMSV’s inception and the remanufacturing of the USA Silverado for ANZ, we have endeavoured to carve out our own path in the market and hit different to make a difference. Our strategy was to uniquely own the large pickup truck segment, with our tagline ‘Live Big. Truck It,’ a rallying cry among our drivers that signals their hunger for adventure and capability to tackle the harshest that ANZ has to offer,” says Trent Peppercorn, head of Melbourne at MBCS.

MIK also collaborated with XM2 GROUP, leveraging their drone capabilities to deliver trick shots, including a drone taking off from one truck and landing on another — a first for the Australian market.

“Jolyon is a force of nature who has an admirable fanaticism for his work. He’s an inspiration to watch, and once he’s in the zone, there’s no stopping him. Pairing Jolyon with our incredible Senior Producer, Alan Robinson, meant we had an unstoppable force that navigated extreme weather in deep off-road locations to create a truly beautiful spot,” says Ty Linegar, executive producer of MIK Studio.

He continues: “It’s been a pleasure overseeing the growth of MIK’s content division over the past couple of years, and I’m incredibly proud to see our team deliver such a bold spot that truly makes these American trucks feel uniquely Aussie/Kiwi. We look forward to continuing to create beautiful work with the awesome team at MBCS.”

Credits:

Creative Agency: MBCS
Managing Director – Olivia Warren
General Manager – Marshall Campbell
Creative Director – Shanan Goldring
Creative – Jacob Abi-Arrage
Head of Melbourne – Trent Peppercorn
Head of Strategy – Toby Maclachlan
Senior Account Manager – Kylie Searle
Senior Designer – Plinio Nitzsche
Designer – Dylan Watt

Client: General Motors Specialty Vehicles – ANZ
Marketing Director – Heath Walker
GM Marketing and Communication – Jodie Lennon
Digital Marketing Manager – Cameron Farrant
Product Marketing Manager – Gervee Sarmiento
Marketing Specialist – GMSV: Emily Asta

Production Partner – MIK Studio
Director – Jolyon Watkins
Executive Producer – Ty Linegar
Senior Producer – Alan Robinson
Producer – Lauren Cooper
Production Manager – Juliet Smith
Cinematographer – Richard Kendall
Sound Design – Nick Loane
Online – Cassie Thompson
Offline edit – Mr Fox

The Company We Keep (The CWK), has secured the contract to manage the full production of the St Kilda Festival. 

The CWK’s involvement in the 2024 festival saw the company manage the production department consisting of technical, operations, and logistics planning, overseeing 65 local suppliers and coordinating a team of 120 event staff. The upcoming contract will see the team expand, with an additional four members joining to support the delivery of the festival.

The new contract covers the 2025 festival, with an option for one-year extensions up to a total of three years.

Nigel Ruffell, director, The CWK says: “We are excited and honoured to continue our involvement with St Kilda Festival. Last year’s festival was a significant milestone for us, leading production of such a prestigious outdoor community event of this scale.

“Securing the contract for next year’s event, with the potential for a much longer-term partnership, is a testament to our team’s expertise and dedication. We look forward to bringing even more creative, safe and seamless experiences to the festival in 2025.”

Hosted annually by the City of Port Phillip, St Kilda Festival has been running since 1980 and is one of Australia’s largest community celebrations. Known for showcasing Australian talent and drawing in both locals and visitors to Melbourne’s seaside suburb, last year’s event attracted a combined audience of over 350,000 people.

Jason Read, director of Optical Audio Productions says: “The Company We Keep truly elevated St Kilda Festival last year. Their ability to handle the intricacies of such a large-scale event, while keeping everything running smoothly, was remarkable.

“As a key partner, we were impressed by how they worked alongside us to enhance the technical aspects of the festival. Their collaborative approach and creative solutions ensured a seamless experience for everyone involved. We look forward to continuing to work with them, knowing they will once again deliver exceptional outcomes for the festival and its audience.”

Wednesday 18 September 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s The Block recorded a total TV national reach of 1,941,000, a total TV national audience of 1,045,000, and a BVOD audience of 154,000.

Nine’s 9News recorded a total TV national reach of 1,910,000, a total TV national audience of 1,146,000, and a BVOD audience of 92,000.

Nine’s Human Error recorded a total TV national reach of 1,205,000, a total TV national audience of 467,000, and a BVOD audience of 45,000.

Seven’s Home & Away recorded a total TV national reach of 1,351,000, a total TV national audience of 865,000, and a BVOD audience of 115,000.

Also on Seven, Seven News recorded a total TV national reach of 2,069,000, a total TV national audience of 1,273,000, and a BVOD audience of 66,000.

10’s airing of Thank God You’re Here recorded a total TV national reach of 1,056,000, a total TV national audience of 584,000, and a BVOD audience of 33,000.

People 25-54

Nine’s The Block:
• Total TV nation reach: 677,000
• National Audience: 420,000
• BVOD Audience: 94,000

Nine’s 9News:
• Total TV nation reach: 536,000
• National Audience: 283,000
• BVOD Audience: 48,000

10’s Thank God You’re Here:
• Total TV nation reach: 430,000
• National Audience: 257,000 
• BVOD Audience: 20,000

Seven’s Seven News:
• Total TV nation reach: 527,000
• National Audience: 293,000
• BVOD Audience: 34,000

People 16-39

Nine’s The Block:
• Total TV nation reach: 305,000
• National Audience: 194,000
• BVOD Audience: 55,000

Nine’s 9News:
• Total TV nation reach: 220,000
• National Audience: 108,000
• BVOD Audience: 24,000

10’s Thank God You’re Here:
• Total TV nation reach: 210,000
• National Audience: 128,000 
• BVOD Audience: 12,000

Seven’s Seven News:
• Total TV nation reach: 182,000
• National Audience: 100,000
• BVOD Audience: 17,000

Grocery Shoppers 18+ 

Nine’s The Block:
• Total TV nation reach: 1,490,000
• National Audience: 800,000
• BVOD Audience: 124,000

Nine’s 9News:
• Total TV nation reach: 1,485,000
• National Audience: 907,000
• BVOD Audience: 74,000

10’s Thank God You’re Here:
• Total TV nation reach: 802,000
• National Audience: 446,000 
• BVOD Audience: 26,000

Seven’s Seven News:
• Total TV nation reach: 1,655,000
• National Audience: 1,030,000
• BVOD Audience: 53,000

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