One of Australian television’s most iconic series, Healthy Wealthy and Wise, is being rebooted for a new generation on the Seven Network.

Last week Seven’s group managing director of television Angus Ross told Mediaweek: “Next year you’re going to see more brand-funded programming at various points on the network than we’ve ever done before. That’s because we’re involving our content people at an earlier stage in ensuring the right types of brand-funded programming that’s going to get an audience.”

Angus Ross

Healthy Wealthy and Wise is a major Seven brand-funded play coming to primetime in 2025.

Independent production company WTFN Entertainment has commenced pre-production on the format that is familiar to a generation of viewers. The program was a staple of Network 10’s schedule across the 1990s.

WTFN’s chief creative officer Steve Oemcke said in a statement: “WTFN is excited to breathe new life into this once hugely popular heritage brand. We’ll bring back all the magic of the original series, with a distinctly 2025 twist. Fun, laughs and lots of learning will win over a whole new audience of lifestyle lovers.”

Healthy, Wealthy and Wise segments will include food, home and travel plus finance tips and lifestyle hacks.

It has been speculated that Chrissie Swan will host the program.

Oemcke said the format will quickly become appointment viewing all over again. “Healthy, Wealthy and Wise is all about amazing people. From a talented presenting team of subject matter experts to a beloved Aussie host with a passion for lifestyle, watch this space for some big announcements in the coming months,” he said.

The Motto Group is taking to market a number of fully integrated in-program and airtime sponsorships across the first season of the new Healthy, Wealthy and Wise.

“The Motto team is thrilled to collaborate with WTFN and Seven, providing advertisers a unique opportunity to integrate their brand within the iconic Healthy, Wealthy and Wise,” said Motto director Cameron Knight.

“The format lends itself to seamless brand integrations across a number of advertising categories. Doing this in primetime on Seven presents a unique opportunity for leading and emerging brands.”

Knight knows his way around Seven – he is a former Victoria sales manager.

See also: Seven Degrees 2025 – Stranded on Honeymoon Island and Dr Chris Brown lead Seven’s 2025 content slate

At the IAB Australia Leadership Summit 2024 on Wednesday, Dr. Daniel Knapp, chief economist at IAB Europe, delivered a session on the evolving landscape of marketing and advertising. In his keynote, titled “Shaping the Market”, Knapp shared his insights on the economic forces and trends that are not only influencing the way the market operates but are also driving the future of advertising. He addressed everything from the consolidation of programmatic media and the role of artificial intelligence (AI) to the shifting dynamics between publishers, advertisers, and agencies.

Navigating programmatic complexity: A less is more approach

Knapp kicked off his session by addressing the increasing complexity in programmatic media. According to Knapp, despite the growth of the programmatic market, it is becoming increasingly difficult to sustain in its current fragmented form. “We’re seeing a complete change in how this market operates,” he said, highlighting that nearly 80% of open web demand is now being trafficked through only five companies. “These companies are decision-making gatekeepers controlling where budgets go, and they have limitations on the number of impressions they can see.”

A major concern raised during the talk was the inefficiency brought on by fragmentation. “If we look at the average publisher, they are working with 61 different SSPs [Supply-Side Platforms],” Knapp said. “This is a challenge. We need fewer but thicker pipes in programmatic. The world of first-party data demands better signals, and that’s where the future lies.”

Knapp highlighted that media owners are increasingly forced to use “thin pipes” to distribute programmatic monetisation across multiple channels. These SSPs, while vital, contribute small fractions of value, and as a result, the system has become unsustainable. “It’s clear that the current approach of using so many SSPs is no longer efficient. We need to consolidate and build stronger connections.”

The slow adoption of cookieless advertising

The topic of innovation — and the slow pace at which the industry embraces it — was a recurring theme in Knapp’s address. Despite years of discussions around moving away from third-party cookies, Knapp observed that the industry has been conservative in its adoption of cookieless advertising solutions. “We’ve been talking about moving away from cookies for years, but they’re still the bedrock of the advertising ecosystem,” he said.

He highlighted data from a large advertising agency showing that while cookieless targeting methods are often touted as the future, they still represent a small fraction of current industry practices. “The industry is in a state of transition, but it’s changing too slowly,” Knapp remarked. “We need to speed up the adoption of new data-driven solutions, especially in light of growing regulatory pressures.”

Mediaweek spoke with Ori Gold, CEO and co-founder of Bench Media, after the session, and he said: “More than half of digital interactions today are already cookieless, and brands that haven’t adapted are falling behind, turning a blind eye to significant wastage in their ad spend.

“We advise marketers to ensure they have the right tools, technology, and processes in place — regardless of whether Google eventually deprecates cookies or not. Embracing a cookieless approach now will not only keep brand strategies relevant but also deliver a superior media mix and better results.”

AI: The key to unlocking future potential

A significant portion of Knapp’s session focused on the role of artificial intelligence (AI) in transforming the advertising industry. He emphasised that AI is already deeply embedded within many companies’ strategies, even if the full potential of AI has yet to be realised.

“We are still in the ‘picks and shovels’ phase of AI,” Knapp explained, referencing the early days of AI infrastructure development. “While AI is being used for everything from creative optimisation to targeting, the full productivity gains we anticipate are still a long way off.”

Knapp pointed to the rapid rise of AI technologies like ChatGPT as evidence of the significant impact AI is already having on the industry. However, he was quick to note that while there is considerable investment in AI infrastructure, the transformative effects are yet to be fully seen. “We haven’t seen AI’s full impact in terms of productivity gains or transformations. It’s going to take at least a decade before we truly see the revolution AI can bring to advertising,” he predicted.

Despite this, AI is already having a profound impact on the way companies approach media buying and creative processes. From AI-driven ad targeting to Pepsi’s use of AI for campaign planning and creative insights, it is clear that AI is reshaping the way brands interact with consumers.

“AI is no longer a buzzword; it’s table stakes,” Knapp said, adding that the true value of AI will lie in its ability to aggregate signals, make decisions, and then activate those decisions at scale.

The changing role of agencies: Efficiency over creativity

As AI continues to drive efficiencies in the marketing ecosystem, questions are being raised about the future of traditional agencies. Some companies, like Klarna, have embraced AI to streamline their operations, cutting agency costs while increasing marketing efficiency. Knapp discussed how Klarna’s success with AI-driven strategies is challenging the traditional agency model.

“They implemented AI, cut agency costs, and saw their marketing efficiency soar,” Knapp noted. “This signals a broader shift where more advertisers are looking for efficiency rather than creative brilliance. The old agency model will need to adapt.”

He went on to discuss Michael Farmer’s book Madison Avenue Manslaughter, which outlines the pressures agencies face in adapting to clients who demand measurable outputs and lower fees. “The traditional agency model is in peril,” Knapp warned. “Agencies must reinvent themselves to stay relevant in an increasingly tech-driven world.”

Programmatic’s future: The rise of new channels

While the programmatic banner world may have plateaued, Knapp sees new opportunities for growth in emerging media channels, particularly audio, retail media, and social. “Programmatic 1.0, the banner world, is not growing anymore,” he said. “We’re shifting away from that, and the future is in new formats like audio and AI-driven creative solutions.”

Knapp also highlighted the potential of retail media networks as a key area of growth, particularly as they integrate programmatic solutions into e-commerce platforms. “There are massive opportunities in retail media and audio,” he said, noting that these areas represent some of the most exciting areas for programmatic advertisers moving forward.

Gold noted: “Retail media is still in its early stages, but we expect significant growth in the next 2–3 years. The current challenge is the lack of scale and automation in owned inventory. For advertisers, the current opportunity lies in leveraging retail networks’ first-party data alongside other channels to unlock rich targeting and closed-loop attribution.”

This combination of first-party data with omnichannel strategies not only enhances precision or targeting but also delivers measurable results, a critical need in today’s ROI-driven marketplace. Retail media’s rise is just starting, and savvy players are already positioning themselves to ride the wave.

Looking Ahead: The role of AI in the next decade

As the session wrapped up, Knapp painted a picture of an advertising ecosystem where AI continues to play a central role. “AI-driven tools for decisioning, activation, and optimisation are the future of programmatic advertising,” he said. “The industry needs to focus on building the right infrastructure now to take full advantage of what AI can offer in the coming decade.”

While the immediate future may be slow, Knapp’s vision for the long-term future of advertising is one where AI not only enhances the buying and selling process but also radically transforms the way advertisers and media owners work together. “We are on the verge of something big,” he concluded, “and the next decade will be critical for the industry.”

“The real transformation we’ll witness in the next few years with AI is its demystification,” Gold said. “Until recently, only the big tech giants such as Google, Meta, Amazon, Netflix, and the like, were able to create valuable AI-driven applications tailored to their needs. What OpenAI has started, followed by other AI infrastructure providers, is enabling local and emerging players to harness the power of AI for their own products, business processes, and decision-making.”

He said: “The real shift lies in this democratisation of AI, paving the way for nuanced, purpose-built applications designed to address specific needs. This is the evolution I expect to see, where AI’s potential becomes truly accessible to all.”

Tourism Australia and The Monkeys, part of Accenture Song, have launched the new Come and Say G’day campaign to run on TV screens across India throughout the upcoming five Test series between Australia and India, beginning in Perth on Friday, 22 November.

The campaign stars Australian Test cricket captain Pat Cummins alongside brand ambassador Ruby the Kangaroo between overs in Howzat for a holiday? They will showcase the destinations and experiences Australia has to offer outside of its stadiums to up to 50 million Indian cricket fans expected to watch the series.

The campaign has 30, 15 and six second videos, Out of Home creative and digital to run in India this Summer, and will also be localised to run in the UK during next year’s Women’s Ashes series starting January 2025, and Men’s Ashes starting November 2025.

Howzat for a holiday? comes after the Australian tourism body also released a content series in India last week featuring recently retired Australian cricketer David Warner, showcasing his favourite Australian holiday destinations.

Phillipa Harrison, Tourism Australia managing director, said India has long been a key market for Australian tourism and with arrivals from the country on the rise, the Test series between our two nations presents the perfect opportunity to ramp up activity in the market.

“With a population of more than 1.4 billion people and more Indians looking to travel, the potential in the Indian market is endless, and we see the upcoming Test series as our chance to get on the front foot and promote our country to a captive TV audience.

“The Test series will attract enormous TV audiences of up to 50 million across India, and tens of millions of those are high-yielding travellers who are in the market for an international holiday.

“While we have their attention firmly on Australia for the cricket, this is an unmissable chance to encourage those travellers to visit Australia and see what we have to offer as a holiday destination.

“The aviation links between India and Australia have never been stronger, the market was one of the first to fully recover after the pandemic and, according to forecasts, the number of Indians travelling to Australia will double 2019 levels by 2028. It will be a tough Test series for India on the field, but we are confident Indian travellers will still want to Come and Say G’day.”

Pat Cummins

Tourism Australia chief marketing officer, Susan Coghill, said the latest special instalment builds on the work the global Come and Say G’day campaign has already achieved since it launched in October 2022.

“Howzat for a holiday? proves the versatility of our brand ambassador Ruby the Kangaroo, who is once again voiced by the wonderful Rose Byrne. Ruby was at the centre of our global campaign when it launched two years ago and since then she has been central to all of our work including a campaign for the FIFA Women’s World Cup and now cricket,” she said.

“We are so pleased to have been able to work with the Australian Test cricket captain Pat Cummins, Rose Byrne and also our new creative agency The Monkeys, part of Accenture Song, who have helped to create a uniquely Australian campaign that will resonate with audiences in India and the UK.

“This new creative is part of a whole range of activity around the Summer of Cricket. Ahead of the Test series we launched a four-part social media content series with David Warner, we followed that with the launch of Howzat for a holiday? and we will also be hosting a group of Bollywood talent here in Australia. All of this activity will run in India throughout the series to showcase Australia as a holiday destination.”

“This is now a proven formula and it is one we will execute once again with a push into England with localised creative during the Women’s and Men’s Ashes here in Australia next year,” Coghill added.

Pat Cummins

Managing director of The Monkeys, part of Accenture Song, Matt Michael said: “It has been a pleasure to begin our relationship with Tourism Australia by having this opportunity to work with them on their Summer of Cricket program.

“Cricket is such a classic part of the Australian summer experience, and nothing beats attending a live match. The campaign taps into the possibility of seeing sporting heroes like Pat Cummins in the flesh, enticing cricket fans in markets like India and the UK to indulge their passion for the sport while sampling the best of the Australian summer – a double treat.

“Over the coming months, we look forward to further building on the ‘Come and say G’Day’ platform to showcase Australia and persuade travellers from around the world to take a holiday Down Under,” Michael said.

Howzat for a holiday? will go live in India ahead of the Test series between Australia and India. The series will be played in Perth (22-26 Nov), Adelaide (6-10 Dec), Brisbane (14-18 Dec), Melbourne (26-30 Dec) and Sydney (3-7 Jan). The campaign assets will also be adapted and go live in the UK from 10 January 2025 for the Women’s Ashes and the Men’s Ashes series against England in November 2025.

Tourism Fiji has launched a new campaign with Havas Host, showcasing that there is much more to the experience than just tranquil beaches.

The campaign shows the island nation as a destination for all types of travellers seeking a range of experiences, but what will capture their hearts is the undeniable, contagious happiness that they’ll feel from the moment they arrive.

“It’s well known that everybody hates their passport photos as we’re all made to look sombre and serious, which is the complete opposite to how you’ll feel when you leave Fiji,” said Sebastian Vizor, executive creative director at Havas Host.

“After just a few days in Fiji amongst the warmth of the people, the rich culture or the incredible landscape, we noticed people found it almost impossible not to be happy.”

The new campaign, ‘Happy Passports’ follows two people who know this all too well: Ana, a customs officer at Fiji’s international airport, and Viliame, a local passport photographer.

Both have noticed a curious phenomenon: it’s hard to look sad in a place where happiness comes naturally. Ana and Viliame’s playful interactions with visitors and locals alike highlight the difficulty of maintaining a serious expression in a place as joyous as Fiji.

Tourism Fiji CMO Srishti Narayan said: “Fiji’s warmth and playfulness is infectious – it’s a feeling that visitors often say stays with them after they leave. Where Happiness Comes Naturally has performed exceptionally well for us globally and with the next iteration, we wanted to celebrate the playful, cheeky side of Fijian culture that leaves travellers feeling lighter and more joyful.

“It’s a fun reminder that Fiji isn’t just about the stunning scenery—it’s about the joy and warmth you feel from our people and traditions, and the authentic experiences you can have here. We hope it inspires travellers from around the world to come and experience it for themselves.”

The campaign launching this week is part of a comprehensive global media strategy, spanning out-of-home advertising, BVOD, OLV, cinema, audio, and social media. It will direct audiences to the Tourism Fiji website, where they can explore the wide range of experiences Fiji offers and discover why it’s the perfect destination to bring a smile to every visitor.

Credits:
Client: Tourism Fiji
Creative: Havas Host
Media: Havas Media Network

Production:
Director: Paul Middleditch
Aus Production company: Plaza
Fiji Production company: Welcome Fiji
Post production: Heckler
Colourist: Ferg Rotherham
Music composition and sound design: MassiveMusic Sydney
Aus Casting: Mackintosh Casting
Fiji Casting: Welcome Fiji

LiSTNR’s Hamish & Andy is #1 on the October 2024 Podcast Ranker with 934,394 monthly listeners and 1,853,900 monthly downloads.

News Corp Australia’s Bronwyn podcast lifted 23 spots to take rank #14. It recorded 263,319 monthly listeners and 489,608 monthly downloads.

The highest debut on the chart for the month was Missing Niamh from Audioboom, in at #38.

LiSTNR reports that it has grown its total sales network audience month-on-month to more than 7.2 million monthly unique listeners.

LiSTNR’s growth is driven by many of its owned and operated podcast titles, together with LiSTNR’s global partner titles from SiriusXM and Wondery. In October, Happy Hour with Nikki & Lucy grew its audience once again, increasing by 22.9% month-on-month to a record 335,723 monthly listeners. The Marty Sheargold Show led the way with radio podcasts, also increasing by 22.9% month-on-month.

“As Australia’s number 1 podcast sales representation network, LiSTNR continues to deliver audience growth, which in turn is driving the overall growth of the Australian podcast marketplace. LiSTNR’s premium AdTech Hub continues to provide clients with more effective advertising campaigns that exceed ROI expectations,” reflected executive head of LiSTNR audience and growth, Grant Tothill.

“To see growth across both our owned and operated titles, together with global titles through our international partners such as SiriusXM and Wondery, supports our ongoing focus in building Australia’s strongest podcast network in both audience reach and monetisation.”

ARN’S iHeart reported over 4.5 million listeners and 14.4 million downloads in October.

Among the top ten in this month’s ranker is Audioboom’s Casefile, who maintain its spot as the #1 true crime podcast and ranking #2 overall. The Imperfects held strong at #6 overall (#1 Health & Wellness podcast), while The Kyle and Jackie O Show climbed to #7.

Life Uncut, hosted by Brittany Hockley and Laura Byrne, retained its position at #9 overall. The duo are once again nominated for the Listener’s Choice Award at the Australian Podcast Awards, previously taking home the win in 2020, 2021 and 2022.

ARN’s head of digital audio, Corey Layton, said: “iHeart’s success on the Australian Podcast Ranker highlights the powerful connections our audio content creates for both brands and listeners alike. Our slate of incredible shows and the communities they engage, provides brands with everything they need to access to Australia’s fastest growing mass medium.”

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Clemenger BBDO has been appointed to the L’Oréal Group Agency Village after a competitive pitch, taking on responsibilities across both brand campaign and social for the L’Oréal Group’s portfolio of brands.

Clems won the account after a rigorous four-stage tender process between an undisclosed number of agencies across Australia and New Zealand. The process involved both a strategic brand response and a social response which was driven by Clems’ in-house earned capability, Chemistry Set.

L’Oréal brands include L’Oréal Masterbrand, Garnier, Maybelline, Nyx, Kiehl’s, La Roche-Posay and Lancôme. The scope of work includes strategic, creative, digital, and social for brand and tactical campaigns as part of an Agency Village.

Clemenger BBDO’s in-house production company, MADE THIS was appointed to the L’Oréal Group Village in 2023.

L’Oréal Australia and New Zealand’s procurement lead for the pitch process, Rachel Taylor said: “We ask a lot of our agencies, and this process was no exception, where we shortlisted agencies based on capability, then tested their understanding of our category, our brands and our target audiences. It was a rigorous four-stage process and Clems demonstrated their exceptional experience and capability across both Brand (strategy, creative and digital) and Social. We are extremely excited about what we can do in partnership together.”

Dani Bassil, CEO of Clemenger BBDO said of the win: “When you are all about creating work that Australians talk about, having the opportunity to work across such an exciting portfolio of brands for L’Oréal was one of our sweetest wins this year. The potential to do work that lives in culture is endless. We can’t wait to get started.”

The Clemenger BBDO partnership has already started, with work expected to kick off in early 2025.

Tess Eastcott will join Mindshare as managing partner to lead the NAB account based in Melbourne.

Eastcott joins the GroupM agency from PHD, where she has been leading the Asahi account since 2022. Before that, she had held general manager roles across Dentsu agencies iProspect and dentsu X.

In her new role, she will be responsible for the leadership of the national bank, one of Mindshare’s longest client relationships and driving continued good growth and scale for one of Australia’s leading financial institutions.

Eastcott will work closely with the agency team led by Mindshare Melbourne managing director Christian Solomon and GroupM to ensure NAB continues to benefit from world-class data, tech and analytics capabilities within the group.

Solomon welcomed her to the Mindshare team and said: “Her leadership and client expertise are highly regarded in the industry. Our partnership with NAB is one we value immensely, and we’re excited to see how Tess will lead us forward as we continue to evolve and grow together.”

Eastcott said of her appointment: “I’m looking forward to working with one of Australia’s most recognisable brands in NAB, which continues to do impactful and exciting work in the financial services sector. It’s also a pleasure to join Maria, Chris, Mark and the Mindshare team whose commitment to driving Good Growth and delivering client transformation has seen them generate real momentum in the industry.”

Mindshare has had a close partnership with NAB for more than a decade. Last month, NAB and Mindshare’s work won an Effie for the ‘Wild World – More than Money’ campaign in the Return on Investment category.

Eastcott’s appointment comes after Mindshare revealed it had been appointed to Foot Locker’s media planning and buying business across Australia and New Zealand earlier this week.

See also: Mindshare nabs Foot Locker’s media planning and buying account

–

Top image: Tess Eastcott

Podcast Ranker October 2024: Hamish & Andy #1, News Corp’s Bronwyn lifts

LiSTNR’s Hamish & Andy is #1 on the October 2024 Podcast Ranker with 934,394 monthly listeners and 1,853,900 monthly downloads.

News Corp Australia’s Bronwyn podcast lifted 23 spots to take rank #14. It recorded 263,319 monthly listeners and 489,608 monthly downloads.

The highest debut on the chart for the month was Missing Niamh from Audioboom, in at #38.

LiSTNR reports that it has grown its total sales network audience month-on-month to more than 7.2 million monthly unique listeners.

LiSTNR’s growth is driven by many of its owned and operated podcast titles, together with LiSTNR’s global partner titles from SiriusXM and Wondery. In October, Happy Hour with Nikki & Lucy grew its audience once again, increasing by 22.9% month-on-month to a record 335,723 monthly listeners. The Marty Sheargold Show led the way with radio podcasts, also increasing by 22.9% month-on-month.

“As Australia’s number 1 podcast sales representation network, LiSTNR continues to deliver audience growth, which in turn is driving the overall growth of the Australian podcast marketplace. LiSTNR’s premium AdTech Hub continues to provide clients with more effective advertising campaigns that exceed ROI expectations,” reflected executive head of LiSTNR audience and growth, Grant Tothill.

“To see growth across both our owned and operated titles, together with global titles through our international partners such as SiriusXM and Wondery, supports our ongoing focus in building Australia’s strongest podcast network in both audience reach and monetisation.”

ARN’S iHeart reported over 4.5 million listeners and 14.4 million downloads in October.

Among the top ten in this month’s ranker is Audioboom’s Casefile, who maintain its spot as the #1 true crime podcast and ranking #2 overall. The Imperfects held strong at #6 overall (#1 Health & Wellness podcast), while The Kyle and Jackie O Show climbed to #7.

Life Uncut, hosted by Brittany Hockley and Laura Byrne, retained its position at #9 overall. The duo are once again nominated for the Listener’s Choice Award at the Australian Podcast Awards, previously taking home the win in 2020, 2021 and 2022.

ARN’s head of digital audio, Corey Layton, said: “iHeart’s success on the Australian Podcast Ranker highlights the powerful connections our audio content creates for both brands and listeners alike. Our slate of incredible shows and the communities they engage, provides brands with everything they need to access to Australia’s fastest growing mass medium.”

Rules Don’t Apply: From World Cup glory to cultural impact – Kim Anderson’s leadership secrets

As part of its presence at SXSW Sydney in 2024, The Growth Distillery hosted a series of 10 vodcasts hosted by Dan Krigstein and branded Rules Don’t Apply.

The seventh guest in the series was Kim Anderson, one of the masterminds behind the phenomenal success of the Women’s World Cup.

As a brand strategist and storyteller, Anderson reveals how she crafted a game-changing blueprint for fan engagement, brand loyalty, and social impact in women’s sport.

In his introduction to the episode, Krigstein said: “From her work with partners like Adidas to her commitment to building an inclusive, unforgettable experience, Kim shares the strategies that drove the World Cup’s record-breaking achievements. She breaks down the compelling business case for women’s sport, highlighting the ROI that organisations and brands stand to gain from investing in this growing sector. Beyond the pitch, Kim’s insights on cultural impact and redefining perceptions of female athletes make this conversation a must-watch for anyone interested in the intersection of sport, social change, and brand strategy.

“Known for her authenticity and humility, Kim also offers valuable leadership lessons, discussing the importance of diversity in teams, the art of collaboration, and the power of leaving ego at the door. Her insights into team dynamics and building a culture of empowerment are essential for leaders in any field.

“Whether you’re a sports enthusiast, a marketer, or a leader looking to create meaningful impact, this episode with Kim Anderson offers inspiration and actionable insights on going Beyond Greatness.”

[Read more]

Casefile moves to Acast: Exclusive deal for Australia’s most successful podcast export

Independent podcast company Acast is the new exclusive ad sales, hosting and distribution partner for the award-winning Casefile True Crime podcast. As one of the world’s leading true crime podcasts and Australia’s most successful podcasting export, Casefile adds 80 million annual listens to the Acast platform.

The news about the massive Acast deal comes on the eve of a new Podcast Ranker chart which will again feature the Casefile podcast close to the top of the chart.

Casefile launched in 2016, has over 800 million downloads to date and featured on Spotify’s Podcast of the Decade playlist.

The show is hosted by an anonymous narrator – known to fans as Casey – who delivers each episode with in-depth analyses of criminal cases sourced from Australia and around the world.

Casefile began as a living room experiment and became a mainstay in the Australian, UK and US charts within its first year and now consistently ranks among the top podcasts globally.

Guy Scott-Wilson, Acast Australia and New Zealand’s creator network director, commented: “Casefile is absolutely iconic. One of the biggest Australian podcasts and a globally recognisable brand in its own right. For an independent podcast from Australia to achieve what it has over the last nine years is something we should all celebrate. We’re excited to be partnering with the team on their next chapter, helping them to continue growing their huge global audience and giving brand partners a chance to connect with their listeners across the world.”

[Read more]

Uncomfortable Growth Uncut. Episode 8 – Climbing the Corporate Ladder: Nat Harvey’s CEO Journey

In this episode, we peel back the layers to reveal ‘The Person Behind the Profile’ with Nat Harvey (CEO Mamamia).

Have you ever wanted to take on a new challenge but felt anchored and loyal to your current role, which you still enjoyed?

In our latest podcast, Natalie “Nat” Harvey, CEO of Mamamia, shares her journey of “uncomfortable growth,” when she left Seven West Media to be the Chief Revenue Officer at Mamamia – a mission-driven media company focused on making the world better for women and girls.

For Nat, this wasn’t just a career move—it was a chance to find deeper purpose. But taking the leap wasn’t easy. She opens up about dealing with imposter syndrome and learning the power of self-belief and supportive networks. As well as what great things can happen unexpectedly when you change things up by taking a chance and doing what you love (the founders loved her so much they promoted her to CEO within 4 months).

This episode isn’t just about success; it’s about the importance of cultural fit, the evolving role of leadership, and finding balance in a fast-paced world. Nat’s insights on personal growth, work-life balance, and the joy of meaningful work offers inspiration for anyone at a “comfort zone” crossroads.”

“I’ve always been someone who works incredibly hard, but probably underestimates themselves,” she says in the episode.

“I think my energy and dreaming about the future and what could be is just perfectly suited for what the business needs right now.”

[Listen to the new episode here]

DDB Group Sydney and Lipton Ice Tea have launched a new summer activation, the ‘Lipton Ice Tea Jargon Junket’.

Lipton Ice Tea is giving Aussie office workers the chance to exchange the soul-destroying corporate buzzwords they’re forced to endure at work for epic work-cleansing escapes.

Office workers can use a custom-built jargon scanner to collect buzzwords they have to read or listen to at work. The first-of-its-kind tech, developed by DDB Group, will pick up office favourites like “ping me”, “circle back”, “smarketing” and “fast-follow”, as well as more than 130 other phrases.

Every buzzword collected will give Aussie workers a better chance to be sent on one of five work-cleansing ‘Jargon Junkets’ based on some of Australia’s most hated examples.

Users will get the chance to “Touch base” with Yaks at the Mount Everest base camp, pick “Low hanging fruit” in the depths of the Daintree rainforest, get “Looped in” in a Mustang Fighter jet, “Move the needle” with a tattoo master in Tokyo, or get their Peking “Ducks in a row” at Flower Drum’s chef’s table in Melbourne.

Partnering with Director Madeleine Purdy of Good Oil, the launch film features a Lipton Ice Tea travel agent aptly named the “Jargon Junketeer”. The full campaign rollout will include social and BVOD.

Tom Lawrence and Samuel Raftl, associate creative directors of DDB Sydney, said: “Lipton Ice Tea is in the mood transformation business so when we found out that the recent increase in corporate jargon use in the workplace was sucking the life force from our workforce, we thought we should do something a little extra.”

Matt Chandler, chief creative officer of DDB Sydney, said: “This idea is a genuine game changer, with the power to shift paradigms, amplify brand saliency, disrupt the category at every touchpoint end-to-end, and streamline a holistic brand narrative.”

Lipton Ice Tea marketing manager, Kate Taylor, said: “Workplace jargon might be unavoidable, but that doesn’t mean we can’t have fun with it. The Jargon Junket is our invitation to Aussie workers to ditch the grind, embrace the joy of summer, and let Lipton Ice Tea take them on an escape like no other.”

The Lipton Ice Tea ‘Jargon Junket’ kicks off today and runs until the 18th of December. Winners will be published on liptoniceteajargonjunket.com by 23^rd December 2024.

Credits
Client: Pepsi Lipton International (Lipton Ice Tea)
Creative Agency: DDB Group Sydney
Media Agency: Mindshare and Group M Creative Futures
Production Company: Good Oil

As part of its presence at SXSW Sydney in 2024, The Growth Distillery hosted a series of 10 vodcasts hosted by Dan Krigstein and branded Rules Don’t Apply.

The seventh guest in the series was Kim Anderson, one of the masterminds behind the phenomenal success of the Women’s World Cup.

As a brand strategist and storyteller, Anderson reveals how she crafted a game-changing blueprint for fan engagement, brand loyalty, and social impact in women’s sport.

In his introduction to the episode, Krigstein said: “From her work with partners like Adidas to her commitment to building an inclusive, unforgettable experience, Kim shares the strategies that drove the World Cup’s record-breaking achievements. She breaks down the compelling business case for women’s sport, highlighting the ROI that organisations and brands stand to gain from investing in this growing sector. Beyond the pitch, Kim’s insights on cultural impact and redefining perceptions of female athletes make this conversation a must-watch for anyone interested in the intersection of sport, social change, and brand strategy.

“Known for her authenticity and humility, Kim also offers valuable leadership lessons, discussing the importance of diversity in teams, the art of collaboration, and the power of leaving ego at the door. Her insights into team dynamics and building a culture of empowerment are essential for leaders in any field.

“Whether you’re a sports enthusiast, a marketer, or a leader looking to create meaningful impact, this episode with Kim Anderson offers inspiration and actionable insights on going Beyond Greatness.”

Highlights from the conversation include:

Dan Krigstein: You’ve changed the face of sport for an entire generation of young Australian women. From all of the success that you’ve had, as the chief marketing officer of the Women’s World Cup, what are you most proud of in everything that you’ve done?

Kim Anderson: There’s some really sexy records that we broke in terms of TV viewership and the number of people who attended the event. But I think for myself and my team, the social impact that we had at the end of the tournament was really what made us super proud. Changing perceptions of young boys and girls about what it means to be a female athlete.

Dan Krigstein: If you could bottle great leadership, what would be in that bottle?

Kim Anderson: Authenticity. Being really transparent with my team sharing as much as possible. People trust you, people respect you for that when they know that you can do that. I think I have a high standard for excellence, but I also have a really good sense of humour and those two things need to go hand in hand. You can do really hard things, but have a bunch of fun doing them. Also be really values led. When I look to other people, it’s because I see something in them and I think I want to be more like that.

Dan Krigstein: What makes an elite team?

Kim Anderson: I like to see my role as leader as like a coach. It is about recruiting really great talent. Often people are more specialised in certain things like digital marketing than I am. It is then about empowering them and unleashing them. A superstar team is more than just a team of superstars. It’s about how do you gel those things together and how do you know when to push someone, when to nudge someone into action, what combinations of people are going to get a really great result. I actually think that’s something I’m really good at as a leader. Kind of connecting the dots between. You’re going to have a really great idea, I’m going to build on it, and then I’m also going to know who to bring in to make it even better and make a seismic impact with it.

See also:
• Layne Beachley first guest on Rules Don’t Apply vodcast series from The Growth Distillery
• Rules Don’t Apply: The Battle for Creativity: AI vs. Humanity with Futurist Brian David Johnson
• Rules Don’t Apply: Unmasking Reality – Navigating Truth in the Age of AI with Noelle Russell
• Rules Don’t Apply: From airwaves to algorithms – Adam Spencer’s take on creativity and AI
• Rules Don’t Apply: Breaking barriers – Poppy Reid’s path from intern to editor-in-chief
• Rules Don’t Apply: The Future of Work – 3 Rules Being Rewritten with Ryan Patel

Ryvalmedia has partnered with Swinburne University of Technology to support and develop its digital advertising curricula as part of its advertising major.

The comprehensive agreement supports student learning at all levels of undergraduate study with the key objective of increasing knowledge of industry practice.

The partnership amplifies work-integrated learning (WIL) aspects of the curriculum and will see Ryvalmedia executives visit campus to engage directly with students and work with advertising discipline academics to develop project-based WIL, where students will work on real briefs.

Swinburne students will also have consideration in obtaining internships and placements at the Labelium-owned agency.

The university’s advertising major has an increasing digital focus with academic units such as ‘digital advertising’, ‘search, social media & video advertising’, ‘digital advertising media strategy’, and ‘emerging advertising technologies’ integrated into the program.

“The advertising industry is rapidly changing, and given the applied nature of our academic program, it’s critical for us to partner with businesses at the forefront of change,” David Reid, Swinburne lecturer in advertising, said.

“Ryvalmedia has an exemplary business offering that perfectly aligns with our program so this MOU will grant our students a deeper understanding of current advertising practice.”

Jonathan Henshaw, Ryvalmedia head of product and innovation, said: “Partnering with Swinburne University of Technology represents a great opportunity for Ryvalmedia to bridge the gap between academic learning and the fast-evolving world of digital advertising.

“Through this partnership, Ryvalmedia can equip students with practical skills and an understanding of emerging advertising technologies to help them thrive in the dynamic marketplace.”

This comes after Ryvalmedia won multiple clients over the past six months and across its Sydney, Melbourne, and Brisbane offices, including Millbrook Group, Machines4U, Fixed Teeth Australia, Narellan Pools, Aletek, and The Jungle Tribe.

See also: Ryvalmedia wins slew of accounts, retains Hisense

–

Top image: Jonathan Henshaw and David Reid

Ogilvy and production company The Producers have teamed up to launch the ‘What They Wished For’ campaign for family-run jewellery and giftware business Wallace Bishop.

The campaign, now live across the country, spans several TVCs, a long-form online film, digital, social media, and out-of-home executions. It tells the story of a young child who notices the little things her mother likes in a series of everyday moments so she can find the perfect Christmas gift.

“Our latest uniquely Australian campaign celebrates the idea that the perfect Christmas gift is one that reflects genuine thoughtfulness for the special people in your life,” Alexander Bishop, Wallace Bishop’s chief operations officer, said.

“It taps into the insight that when someone truly matters, those around them instinctively notice what they love and cherish.”

“We are really proud of this year’s heartwarming campaign, as every detail, moment, and frame has been carefully crafted to tell a story that embodies the heart and spirit of an Aussie Christmas.

“At the end of the day we are a big family, we love Christmas time and the joy it can bring to young and old. Our little hero goes to great lengths to find the perfect gift for her mum and brings the whole family on the journey,” Bishop added.

Aisling Colley, Ogilvy Sydney managing partner, said: “Christmas time is when we get to experience some of the best creative work globally, and this year is no different. We’re stoked to be part of the zeitgeist with work that is unique for the category, and right here in Australia. This campaign brings a fresh perspective to gift-giving, focusing on the intimate moments that matter most.”

The campaign’s director Olivia Altavilla said: “When I read the script about a kid trying to find the perfect gift for their Mum, I set out to make sure our film was authentically warm with a genuine family dynamic.

“Together with the Ogilvy team we crafted a character who was thoughtful but also quirky and mischievous. So when we found Saffron, who embodied all of these characteristics and more, we were thrilled.”

Bishop added: “As a proud, family-run Australian business, Wallace Bishop continues to uphold more than a century of tradition in fine jewellery and gift-giving. Through this campaign we hope to remind everyone that Wallace Bishop has been here for generations of Australian families, and we want to continue to be the ones they trust for the most meaningful pieces.”

Credits:
Client: Wallace Bishop
Senior Marketing Specialist:  Joanna Lim
Creative and Strategy: Ogilvy
Production Company: The Producers
Director: Olivia Altavilla
Sound Design: Windmill Audio
Media Agency: Scout Frontier

Emotive and Deep Rising – a global impact campaign inspired by the environmental documentary of the same name – is urging people to reclaim the deep seabed from mining companies intent on turning the largest living space on Earth into the largest mining site.

The Coogee-based creative agency’s campaign – The World’s Largest Ocean Dispute – aims to empower people worldwide to claim back the Clarion-Clipperton Zone (CCZ), which spans over 3 million square kilometres in the Pacific Ocean (equivalent to the size of India), which is teeming with life and is home to millions of species yet to be discovered and the world’s largest carbon sink, working to stabilise the planet’s climate.  

Adrian ‘Ace’ Buchan, former world tour surfer, environmentalist, BBC Green Sport Awards Evergreen Athlete for 2024 and campaign advocate, said: “I’ve been lucky enough to live a life in and around the ocean, to have had a career riding waves that have travelled across vast oceans, created by unseen storms.

“The ocean has no voice, but it is on the front line in our collective fight for survival, and we owe it to the blue beating heart of our earth to be the voice of hope, preservation, and respect. Deep Rising allows us the opportunity to stand up against the exploitation of one of our last remaining frontiers.”

Back in March 2024, Emotive unveiled a giant street mural by iconic Australian artist and musician Reg Mombassa and Apparition Media, along with a call-to-arms to the marketing industry to get involved. Over the past 8 months, JCDecaux, ARN, Channel Nine, Mamamia, WeAre8, On the Edge and Surfers for Climate have raised over $2M of advertising and editorial committed in Australia, the UK and the US, with more partners still joining.

Emotive’s creative director, Paul Sharp, was co-executive producer of the documentary Deep Rising, which was directed and produced by Matthieu Rytz and narrated by Jason Momoa.

The agency has spearheaded the subsequent impact campaign, donating a massive amount of time and resources to the cause. In creating ‘The World’s Largest Ocean Dispute’, Emotive has led the strategy, creative, and media while also designing deeprising.com – the central hub of the campaign, with NFT assets in 90 languages.

‘The World’s Largest Ocean Dispute’ campaign has divided the deep seabed into 8.17 billion GPS coordinates – representing everyone on the planet – and mapped them across the seabed currently claimed for mining. Through deeprising.com, people are able to freely claim their unique coordinates in around 60 seconds via a first-of-its kind decentralised digital platform backed by web3 technology. By claiming your coordinates, as is your birthright, you are agreeing to protect the deep seabed on behalf of humanity.

The campaign sends a powerful message to nations, corporations and policymakers: the deep seabed is the common heritage of humankind and must be protected on behalf of humanity, not exploited to benefit a select few.

“For such a complex and far reaching issue, it’s a simple solution,” Paul Sharp, creative director, Emotive and co-executive producer of Deep Rising documentary. said.

“An insanely vast area of the deep seabed in the Pacific has been secretly divided up for potential mining which would be carried out by mining companies and their pro-mining nation sponsors. By dividing the deep seabed into 8.17 billion plot coordinates, we’re allowing all of humanity (the rightful shared owners of the deep seabed) the ability to claim it back and have their voices heard.”

“Emotive’s purpose is to create ideas that change the way people feel,” Michael Hogg, managing partner and head of strategy, Emotive, said.

“Changing how people feel about deep sea mining to ensure the safeguarding of our planet’s last pristine wilderness is arguably the most important thing we’ve ever pointed it at. I’m grateful to the Deep Rising team for bringing the problem to the world’s attention before it’s too late, and now we’re inviting the whole world to go on the journey with us.”

Screenshot

Simon Joyce, CEO, Emotive, added: “Emotive, alongside so many other pro-bono partners, are so proud to play a part in this project – which gives the ocean a much needed voice.”

“Emotive has always been based by the Pacific Ocean, so it’s both deeply personal and a privilege to support Deep Rising’s mission to halt deep sea mining before it starts.

“It felt like a once-in-a lifetime opportunity to leverage the power of creativity for good, bringing together big ideas, brilliant partners, beautiful design and blockchain technology to give people everywhere the power to protect the deep seabed. So please, claim your birthright today and join The ‘World’s Largest Ocean Dispute’.”

CREDITS

Client: Deep Rising
Director, Producer & Co-Creative Director:  Matthieu Rytz
Head of Impact and Co-Executive Producer: Laura Clarke
Head of Communications: Katie Lettice
Co-Creative Director and Co-Executive Producer: Paul Sharp
Head of Strategy: Florence Tercier
Partnerships Manager: Mark Haver
Partnerships Consultant: Marie-Céline Piednoir
Social Media Coordinator: Mackenzie Govett

Creative and Production: Emotive
CEO & Founder: Simon Joyce
Managing Partner & Chief Strategy Officer: Michael Hogg
Group Creative Director: Darren Wright
Senior Creative Director: Paul Sharp
Creative Directors: Kat Topp, James Pash
Head of Design: Daniel Mortensen
Senior Designer: Chris Cooper
Senior Art Director: Tessa Chong
Head of Production: Hayley-Ritz Pelling
Creative Producer: Jenna Fisher
Producer: Rebecca Love-Williams
Business Directors: Mitchel O’Donohue, Pia McMorran
Senior Account Directors: Robyn Claffey, Zoe Hartas

Media Agency: Kookaburra Riot
Founder: Paul Murphy

Website Build: Taledo & JTB
Taledo Founder: Peter Vahaviolos

Blockchain Partner: Coinweb
Global PR: HAVAS Red

TikTok and WARC Advisory have partnered on a thought paper that examines how brands can achieve positive business effects by focusing on relevance. 

The power of connective media: Unlocking impact through personal and cultural relevance paper also provides a framework for creating content and ads that are culturally and personally relevant to consumers and their communities.

The paper acknowledged that audiences are spread across countless channels, platforms, and touchpoints. Dr Marcus Collins, in a WARC Talk, suggested consumers have the power to engage only with content that aligns with their specific interests, values, and passions, not just their demographic profile.

It also found marketers need a clear viewpoint of the consumer and the cultural communities they are a part of to identify where the brand can organically intersect and engage.

The study was conducted among social and video platform users, ages 18 to 45, in the US, UK and Australia, alongside insights from in-depth interviews with senior marketers and industry experts.

Analysis highlights brands that pursue personal and cultural relevance can unlock new opportunities for growth, with 78% of social and video platform users surveyed saying their purchase likelihood would increase if ads were personally relevant, and 56% felt the same if an ad was culturally relevant. Harnessing relevance also delivers outsized brand impact, the report finds, and brands with high cultural relevance grow nearly 6x more than brands with low levels of cultural relevance, according to Kantar.

The TikTok and WARC report illustrates the importance of relevance from a cultural and personal perspective. 71% of users surveyed agreed they are more likely to pay attention when ads are personally relevant, while 58% do when ads are culturally relevant. It uncovers what culturally and personally relevant brand content looks and feels to social and video platform users.

Sofia Hernandez, global head of business marketing, TikTok

“The insights in this report allow marketers to tap into shared values and lived experiences to foster connections that are lasting, resonant, and meaningful, and keep people engaged well beyond moment-led interactions,” Sofia Hernandez, global head of business marketing, TikTok, said.

“We’re excited to share this analysis and help brands unlock the full power of relevance in today’s fast-evolving media landscape.”

Alexis Wolf, head of advisory, Americas WARC, added: “Relevance is an ambition worth pursuing – brands who are willing to dive into its nuance will achieve a closer connection to consumers that translates to tangible business results. We conducted this study to demystify what it means to make relevant content on social”

Alexis Wolf, head of advisory, Americas WARC

Cultural relevance

Tapping into emerging topics and trends is the most important way brands can be culturally relevant, no matter the generation. But the findings also show that reception of cultural relevance is nuanced between different generations.

Social media and video platform users agree being timely and topical are the most important ways content can be culturally relevant. However, Gen Z respondents ages 18-24 were 38% more likely than those ages 25-45 to consider content culturally relevant if it uses the jargon or slang of their communities.

Two-thirds (67%) of all respondents said content is culturally relevant if it updates them on trending topics, while 62% said it is if it showcases topics or issues happening in the moment.

Personal relevance

Relevance is driven by both a personal connection and a shared community. The analysis found that the top reason a brand feels relevant to users is if it understands their needs (45%). Relevance is further driven by a brand’s ability to showcase its personality (40%); by actively engaging with its audience online (38%); and by fostering a sense of community among its followers (34%).

Personality, interests, and passions are themes that drive personal relevance, and the top three drivers across users surveyed were: Humour (55%); content about a topic the user is interested in (50%) and content that incorporated hobbies/passions (43%).

Introducing Planning for Relevance Framework

The thought paper presents a new framework to help brands plan for cultural and personal relevance through a model that suggests brands should:

Be current – Stay in tune with trending moments and topical content with a selective mindset.
Be open – Research online communities to identify key needs and desires.
Be human – Showcase personality and humour to deepen relevance. Partner with creators to make branded content more authentic.
Be engaged – Create opportunities for mutuality. Lean into what’s new (or “new to me”) to reach previously untapped buyers.

Tuesday 19 November 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s Travel Guides – Encore recorded a total TV national reach of 1,494,000, a total TV national audience of 585,000, and a BVOD audience of 51,000.

Nine’s 9News recorded a total TV national reach of 1,838,000, a total TV national audience of 1,144,000, and a BVOD audience of 95,000.

Seven’s Seven News recorded a total TV national reach of 2,014,000, a total TV national audience of 1,257,000, and a BVOD audience of 71,000.

Also on Seven, My Kitchen Rules – Finale recorded a total TV national reach of 1,847,000, a total TV national audience of 1,129,000, and a BVOD audience of 117,000.

This year’s series ended on a high last night, with Simone and Viviana victory in the Grand Final reaching 1.85 million and attracting an average audience of 1.13 million, up 9% on last year’s Grand Final and also the biggest number since 2019.

More than 116,900 people watched the Grand Final on 7plus, a record number and up 87% on last year.

10’s airing of The Cheap Seats recorded a total TV national reach of 848,000, a total TV national audience of 436,000, and a BVOD audience of 11,000.

People 25-54

Nine’s 9News:
• Total TV nation reach: 521,000
• National Audience: 302,000
• BVOD Audience: 48,000

Nine’s Travel Guides:
• Total TV nation reach: 436,000
• National Audience: 178,000
• BVOD Audience: 28,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 535,000
• National Audience: 307,000
• BVOD Audience: 62,000

10’s The Cheap Seats:
• Total TV nation reach: 362,000
• National Audience: 208,000
• BVOD Audience: 7,000

People 16-39

Nine’s 9News:
• Total TV nation reach: 204,000
• National Audience: 112,000
• BVOD Audience: 24,000

Nine’s Travel Guides:
• Total TV nation reach: 177,000
• National Audience: 69,000
• BVOD Audience: 14,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 215,000
• National Audience: 112,000
• BVOD Audience: 33,000

10’s The Cheap Seats:
• Total TV nation reach: 152,000
• National Audience: 91,000
• BVOD Audience: 3,000

Grocery Shoppers 18+ TV Ratings

Nine’s 9News:
• Total TV nation reach: 1,462,000
• National Audience: 921,000
• BVOD Audience: 77,000

Nine’s Travel Guides:
• Total TV nation reach: 1,154,000
• National Audience: 461,000
• BVOD Audience: 41,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 1,471,000
• National Audience: 916,000
• BVOD Audience: 95,000

10’s The Cheap Seats:
• Total TV nation reach: 664,000
• National Audience: 341,000
• BVOD Audience: 9,000

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.

Nova 100’s Jase & Lauren chatted to Robert Irwin and Julia Morris ahead of the new season of I’m a Celebrity Get Me Out Of Here, and the team spoke to Robert about his dad’s legacy.

Quotes from the show:

Jase: As you were talking, Robert, I’m like, my god, you remind me of your dad to a tee mate, and I got three boys under 10 and they have now just fallen in love with the old school Crocodile Hunter series.

Robert Irwin: Have they really?!

Jase: Oh mate, for every weekend, down the rabbit hole on YouTube. And just just listening to the way you talk then, it’s honestly like, it’s uncanny.

Robert: Oh mate. Well, thank you very much. You know, I feel like my life is really built around that legacy and finding my own way to really continue that so.

Jase: Which you have, you have you found your own way of doing it.

Robert: Thank you, that really means a lot, and I think Dad’ll always be my biggest inspiration in life. We actually just had our Steve Irwin Gala, which is to benefit our charity, Julia did the most amazing job hosting it. We had the best time ever, and that was just what night before last, so his legacy is still alive and well to this day, and, and we’re all just here celebrating. So it means so much, that’s really awesome.

Jase & Lauren can be heard from 6am to 9am on Nova 100 in Melbourne. Listeners can stream the show live or catch up with the daily podcast by downloading the Nova Player.