Prince Harry has secured a monumental win against Rupert Murdoch’s UK media empire in a case that could reshape how tabloid journalism operates. The settlement includes a rare admission of wrongdoing by The Sun, marking the first time its parent company, News Group Newspapers (NGN), has publicly acknowledged engaging in unlawful practices.

This legal battle centred on claims that The Sun and the now-defunct News of the World used illegal methods, including phone hacking, to obtain information about Harry and his late mother, Princess Diana, over a span of 15 years. NGN’s apology, coupled with a significant damages payout, is being hailed as a landmark moment for privacy rights.

“This victory proves no one is above the law,” Prince Harry said in a statement. His legal team, led by David Sherborne, described the settlement as not just a financial win but a moment of transparency exposing systemic abuses within the tabloid industry.

A long shadow of intrusion

The prince’s relationship with the media has been turbulent since childhood, shaped profoundly by the death of Princess Diana in 1997. Her passing, attributed in part to aggressive paparazzi pursuit, has driven Harry’s lifelong campaign for media accountability.

This case goes beyond personal grievances. NGN’s admission implicates The Sun in practices it had long denied, acknowledging the emotional and reputational damage caused to Harry and his family. For Harry, it’s a step toward changing the narrative of press intrusion that has haunted the monarchy for decades.

Repercussions across the industry

While NGN has reportedly settled more than 1,300 claims over unlawful activity, Harry’s case is unique for its demand for transparency. Industry watchers have noted the renewed focus on key players like Rebekah Brooks, former editor of The Sun and now CEO of News UK. Brooks, who was acquitted in a 2014 phone-hacking trial, faces fresh scrutiny over allegations of a toxic newsroom culture during her tenure.

“This isn’t just about Harry,” said Tom Watson, a former UK MP and co-claimant in the case. “It’s about holding organisations accountable for systemic abuses of power.”

The financial toll of accountability

The settlement is believed to exceed £10 million, adding to NGN’s estimated £1 billion spend on legal claims and settlements over the years. While the company asserts that internal reforms have eliminated illegal practices, Harry’s lawyers remain unconvinced, pointing to allegations of destroyed evidence as part of a “deliberate conspiracy” to obstruct justice.

If proven, these claims could reopen unresolved cases and lead to further investigations, putting more pressure on an already embattled media empire.

Setting a global precedent

Harry’s fight is far from over, with ongoing lawsuits against other media groups, including the publisher of the Daily Mail. His relentless pursuit of justice challenges not only the UK media but also broader industry norms about the balance between press freedom and personal privacy.

For Australian media and marketing professionals, this case serves as a reminder of the ever-evolving landscape of media accountability and ethics. As public scrutiny on privacy intensifies, brands, publishers, and agencies must adapt to a world where transparency and ethical practices are no longer optional but essential.

Prince Harry’s words resonate as a call to action for an industry often caught between profit and principle: “The fight isn’t over, but this is a critical step toward justice and accountability.”

Pictured: Rupert Murdoch and Prince Harry

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Rising tennis star Ben Shelton has hit out at Australian Open broadcasters, calling their post-match interviews “embarrassing and disrespectful.” The American reached his first semifinal in Melbourne and was particularly vocal about comments made during on-court interviews, including remarks about crowd support and jabs at veteran players.

“I’ve been shocked by how players have been treated this week,” Shelton said during his press conference. “It’s not just me; I’ve noticed it with others too. Some of the questions and comments have been completely out of line.”

Shelton’s criticism comes as broadcasters face growing scrutiny for their handling of player interactions. It’s understood Shelton was referring to a pool of journalists hired by Tennis Australia, who also conduct on-court interviews with players.

Nevertheless, this follows a high-profile spat between Novak Djokovic and Channel Nine earlier in the tournament, further fuelling debate over media professionalism at the event. Djokovic refused to participate in a post-match interview at the Australian Open, with tennis star feeling “disrespected” by comments made by Channel Nine’s Tony Jones.

Jones later used The Today Show to publicly apologise, acknowledging that his comments had been misinterpreted.

“Unfortunately, my ‘humour’ the other night was misinterpreted as an attack on Novak. That was certainly not the case,” Jones said. “I’ve been joking with Serbian fans throughout the tournament, and this – at least I thought so – was a continuation of that. At no point did I mean to show any disrespect to Novak, and I apologise. There was certainly no intention to offend him.”

Jones also revealed that he had privately apologised to Djokovic’s camp 48 hours before the tennis star’s on-court boycott, after being informed by Tennis Australia that his comments had caused upset.

“I immediately contacted the Djokovic camp and issued an apology for any disrespect Novak felt,” Jones said. “The comments were made as banter, but I now understand they were perceived differently.”

Despite the off-court distractions, Shelton has managed to focus on his game, securing a hard-fought win over Lorenzo Sonego to advance to the semifinals. But his comments have added a new layer of tension to the tournament, raising questions about the relationship between players and the media.

Channel Nine has told Mediaweek it will not be commenting on the incident.

Pictured: Ben Shelton

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News.com.au has solidified its position as Australia’s most-read news website for two consecutive months, according to the latest Ipsos iris report for December. This marks a strong comeback after the site temporarily lost its top spot midway through last year, following the ABC’s renewed emphasis on hard news coverage.

The December rankings revealed a significant lead for news.com.au, with 250,000 more readers than the ABC. This growth follows a close contest in November when just 40,000 readers separated the two publications. The results cap off a year of fluctuating readership figures, with news.com.au reclaiming the lead in July and maintaining it into December, despite brief challenges from the ABC.

Pippa Leary, managing director and publisher of free news and lifestyle at News Corp, said: “Our network of trusted news and lifestyle sites has had an incredible year. News Corp Australia was the leading news and information publisher for 12 consecutive months, and through our highly engaged audiences, we delivered strong reach that drives real results for our clients.”

The ABC, which held the top ranking in September and October, has seen its success attributed to a refocused online news strategy. The shift came after ABC chairman Ita Buttrose criticised the organisation for prioritising lifestyle content over hard news. This recalibration helped the ABC briefly reclaim the top spot before being overtaken by news.com.au in November.

The ABC’s dominance during the pandemic, when it consistently ranked as the top news website for nearly three years, reflected its role as the nation’s trusted source for critical updates. However, the ongoing competition between these two major players underscores the dynamic nature of Australia’s online news landscape.

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Are Media, one of Australia’s omnichannel content companies for women, has appointed Melissa Matheson as the new editor of WHO.

With over 20 years of experience in content strategy, audience growth, and journalism, Melissa brings a wealth of expertise to the role. Her career spans several renowned print and digital publications in Australia, including her time at Pedestrian Group, where she worked on Insider, Gizmodo, Kotaku, and Lifehacker.

In her new role, Melissa will work closely with WHO editorial director Amber Giles and Are Media’s general manager, entertainment, Susan Armstrong. Together, they will focus on steering the strategy, content, direction, and commercial success of the iconic brand as it continues to thrive as an omnichannel platform.

Armstrong said: “Melissa is an incredibly talented editor, with great experience across print and digital brands. Her passion for content and her extensive experience in delivering quality lifestyle and news content, coupled with her deep understanding of omnichannel publishing, will be a huge asset to the brand. She is joining a fantastic team of content creators at an incredibly exciting time for the brand and the business, and we cannot wait to see how she continues to evolve the brand.”

Matheson added: “I’m so excited to become part of the very talented team at WHO. The heart of WHO is captivating, insightful, and real entertainment content that connects with a very passionate and discerning audience. The potential for maximising this genuine connection across print, digital, and commercial is enormous. I can’t wait to get stuck in.”

This appointment marks an exciting chapter for WHO as it builds on its legacy of delivering trusted celebrity news and entertainment while embracing the opportunities of an ever-evolving media landscape.

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Nine has wielded the axe on its news department, slashing jobs across both its Darwin and Gold Coast newsrooms.

A source close to Mediaweek said staff were told this afternoon, with Darwin set to bear the brunt of sackings. Among the cuts will be the axing of the 9 NEWS DARWIN bulletin, with redeployment offered to impacted staff.

Only a reporter and camera operator will remain on the ground to tell the Territory’s stories to a national audience. “It’s such a shame as it’s such a vital training ground for young journalists,” the source continued.

Instead, Territorians will now receive the Queensland bulletin seven nights a week.

Meanwhile, structural changes will impact the Gold Coast newsroom, with its nightly bulletin to be presented by a single newsreader, with Eva Milic and Paul Taylor splitting these responsibilities across the week.

Nine’s director of news and current affairs, Fiona Dear, was there to deliver the news and also send out an email to staff relaying the changes, which she says are part of the Nine Network’s plan for “long-term success”.

It reads: “We have worked tirelessly to minimise the impact on our people with redeployment opportunities and vacancies. By closing some open roles or moving individuals into vacant positions, we have reduced the impact significantly.

“These decisions are in no way reflective of the calibre of talent, professionalism and dedication of the Darwin or Gold Coast newsrooms.”

The cuts come following the recent appointment of Amanda Laing as managing director of the streaming and broadcast division, bringing together Stan, 9Now, Broadcast Television, and Radio. Following the restructure, Stan CEO Martin Kugeler and Nine CMO Liana Dubois were redundant from their roles.

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Get ready to laugh, cry, and gasp as Gogglebox Australia returns for its 21st season! The multi-award-winning series is back with your favourite armchair critics delivering their unfiltered takes on the latest must-watch TV moments.

Where to Watch

The only place to catch all the action is on 10, 10 Play, and streaming on Paramount+.

When It Starts

Mark your calendars and get your Goggle on—the new season kicks off soon!

Who’s Back on the Couch?

• The Delpechitra Family
• Lee and Keith, the hilariously loved-up grandparents
• Besties Anastasia and Faye
• The tight-knit Dalton family
• Adam and Symon, the ultimate larrikins
• Foodie siblings Tim and Leanne
• Surfing mates Milo and Nic
• Trio Kevin, Bob, and Jared
• Sisters Mia and Bree with their friend Lainey
• And Sarah-Marie, Matty, Uncle Jad, and little Malik, back after a break

Gogglebox Australia is produced by Endemol Shine Australia (a Banijay Entertainment Company) for Network 10. Tune into 10, 10 Play, or stream it on Paramount+

Pictured: The Dalton family

Henry Tajer is joining Seven West Media in the new role of chief commercial officer, effective 28 January.

He will lead and drive all Seven revenue operations and report to SWM managing director and chief executive officer, Jeff Howard.

Tajer’s career spans 25 years and includes senior media, advertising, and technology roles in Australia and the US, including with IPG Mediabrands, Amazon Media Group and Dentsu Aegis Network.

In his new role, Tajer will collaborate with key partners, including clients, media agencies and industry bodies, to drive growth and strengthen SWM’s market position.

Seven’s National Television sales director Katie Finney, national digital sales director Jordan King, and head of sales strategy and enablement Vikki Friscic will report to Tajer.

He will work closely with the wider SWM executive team to expand and enhance Seven’s offerings and ensure the company delivers innovative solutions for advertisers and audiences.

Howard said: “While we are making solid progress on our television and digital audience and revenue objectives, the television advertising market remains challenging.

“The opportunity to engage someone with Henry’s experience and reputation to turbo-charge our ambition was too good to miss. With his extensive experience in the advertising, marketing and media industries here and overseas, Henry will bring a unique and valuable set of skills to this new role at Seven and will be a great addition to our management team as we seek to drive transformative growth.

“Henry joins a great team currently led by Katie, Jordan and Vikki, who are already changing the way we work with clients and agencies and achieving strong results in a challenging market. Under Henry’s leadership the four of them will make a formidable team,” he said.

Tajer said of his new role: “I am excited to be joining the amazing team at SWM. This is a unique moment for both Seven and the broader marketplace, presenting a tremendous opportunity to shape our offering and drive growth.

“I look forward to contributing to the company’s success and to the industry at large by delivering outcomes that create value for all of our partners and audiences,” he added.

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Top image: Henry Tajer

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Australian Community Media (ACM) has announced another round of redundancies, this time targeting its print production team. Up to nine roles – around a third of the team – are set to be cut following the loss of 35 newsroom jobs just three months ago.

The Media, Entertainment & Arts Alliance (MEAA) confirmed the layoffs, raising concerns about the future of regional journalism and ACM’s ongoing restructuring efforts.

Up to nine print production roles are set to go, with fears mounting that ACM is moving towards using artificial intelligence (AI) to replace experienced journalists. The MEAA has called for urgent consultation with ACM on the implications of AI, warning that such moves risk undermining news quality and community trust.

“AI remains unregulated in Australia, and any attempt to replace journalists with AI tools would ignore public demand for strong laws to manage its risks,” said MEAA acting CEO Adam Portelli.

It was just months ago that ACM axed 35 newsroom jobs, halted printing of eight newspapers, and ceased publication of several regional titles, including the Moree Champion and Tenterfield Star.

The MEAA has condemned ACM’s actions, vowing to campaign for stronger laws to protect local journalism and ensure that newsrooms prioritize skilled reporters over untested AI tools.

Meanwhile, news of the redundancies come less than a day after the announcement that ACM, promoted Jarrah Petzold to chief marketing officer.

Since joining ACM 18 months ago as director of marketing, Petzold has driven double-digit growth in regional and agricultural subscriptions and spearheaded innovative projects like the transformation of ACM’s Western NSW brands to a “digital + weekend” model. He also led the launches of Farmers Finance Australia and ViewJobs, further cementing ACM’s role in regional communities.

In his expanded role, Petzold will oversee ACM’s commercial strategy, uniting research, creative, trade, and consumer marketing to strengthen connections between businesses and regional audiences.

Pictured: ACM titles

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Fantasy fans turned out in droves for the midnight release of Onyx Storm, the third instalment in Rebecca Yarros’s blockbuster Empyrean series. The event, described as one of the publishing highlights of the year, saw eager readers queuing outside Dymocks on George Street, Sydney, some camping overnight to be among the first to snag a copy.

With dragons, magic, and steamy romance at its core, the Empyrean series has captivated readers worldwide. Publisher Little, Brown revealed Onyx Storm is its biggest pre-ordered title since the release of the Harry Potter and the Cursed Child script in 2016.

Dymocks staff welcomed fans with applause as doors opened at midnight, with customers quickly snapping up copies straight from unpacked boxes. Sharing the excitement on Instagram, Dymocks wrote: “Thanks to those who joined us for a fun night of dragons, music, and mayhem.”

Little, Brown’s editorial director Rebekah West praised the fan frenzy, saying, “This level of devotion hasn’t been seen since the days of Harry Potter.”

The Empyrean saga follows Violet Sorrengail, thrust into a kingdom at war and forced to pursue life as a dragon rider under her mother’s orders. The series has cemented Yarros as one of the most exciting voices in fantasy fiction today.

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OMO wants Aussies and Kiwis back on the pitch, back into sport, and back to getting dirty in a new campaign via 303 MullenLowe.

Building on the long-standing ‘Dirt is Good’ positioning, the new trans-Tasman campaign centres on someone returning to sport after a long break, drawing on the fun and mess from it.

With a tagline of “Comeback again. And again”, the ad, directed by Dave Wood of GoodOil, reinforces OMO’s connection to ANZ sport and its ability to wash away the dirt from a game – encouraging people to play on.

“This is the next chapter in the highly effective and longstanding ‘Dirt Is Good’ brand idea. Having given kids’ permission to get dirty for years, OMO is now inspiring grown-ups to get back to the pitch,” Jody Elston, 303 MullenLowe Sydney chief strategy officer, said.

“AusPlay data reveals that participation in organised sport drops away for young and midlife adults as life gets in the way. We wanted to show that anyone can stage a comeback and remind them of the fun they’ve been missing out on.

“In today’s sanitised world, it’s refreshing to see adults enjoying the fun and freedom that comes with sport and not worrying about the dirt. And what better way to demonstrate the restorative power of OMO Ultimate than by telling the story of a middling weekend footballer returning to the pitch, albeit very briefly!”

The campaign, which will run across TV and OOH in both Australia and NZ, comprises in-store activity, with a special OMO offer to cover sport registration fees in 2025 for those planning their sporting comeback.

Annie Lucchitti, Unilever Australia’s home care marketing manager, said research undertaken as part of the campaign development had reinforced the strong connection both Australians and New Zealanders have with sport. However, many believed their “best sporting days were behind them, thanks to life’s demands, other priorities or aching bones”.

“That’s where OMO can help.  Not only do we want to encourage more Aussies and Kiwis to get back to sport, but we want to help them believe that grand comebacks are within reach.  Anyone can head back to the pitch – with their self-doubt washed away.  We love this campaign’s ability to reinforce that OMO is a product you can come back to again and again as part of your own sporting comeback.

“OMO has been demonstrating Dirt Is Good for decades, and with sport being such an integral part of ANZ’s fabric, we want to encourage people to challenge themselves again to get back into those communities and surprise themselves with what it can be in their lives at all ages.”

Credits:
Client – Unilever Australia
Marketing Manager – Annie Lucchitti
Brand Manager – Alexia Wan
Assistant Brand Manager – Nick Stamatakos

Creative and Strategy – 303 MullenLowe
Chief Executive Officer – Joanna Gray
Chief Creative Officer – Bart Pawlak
Creative Director – Adam Whitehead
Chief Strategy Officer – Jody Elston
Client Service Director – Ben Glasson
Head of Production – Skye Lanser 

Production Credits
Production – GoodOil Films
Director – Dave Wood
DOP – Alex Dufficy
Producer – Lee Thomson
Edit & Video Post – ARC Edit
Editor – Johanna Scott
Original Music & Sound Post – Sonar Music
Photographer – Charles Grant c/o Reload 

Media
Mindshare

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Omnicom Media Group has promoted Rochelle Chhaya to CEO of Hearts & Science APAC.

Chhaya, who will be the network’s first APAC CEO, has been with OMG for over 14 years and most recently served as CEO of OMG Thailand.

She will oversee the continued expansion of Hearts & Science in APAC, building on the momentum the brand has established in the region since launching in Australia and New Zealand in 2019.

Hearts & Science APAC has built a client roster that includes global brands such as Jaguar Land Rover, Popeye’s, Sanofi, Sony Pictures, Twinings Teas, and Versuni; as well as regional powerhouse brands such as Bank of New Zealand, the Hoyts cinema chain, DBS Bank, Mamy Poko, Marigold, Rebsico, Hyphens Pharma, and Double Dragon Properties.

The agency leverages OMG’s Agency as a Platform model, which enables the network to draw talent and capabilities from across OMG and Omnicom. It is powered by the Omni open operating system, which supports all Omnicom agencies.

“Expanding the Hearts & Science footprint across a region that is an epicentre for economic expansion, technological innovation, and digital commerce demands a seasoned leader who possesses operational experience with a deep understanding of the modern consumer’s priorities and behaviours,” Tony Harradine, OMG APAC CEO.

“Combined with the digital and data expertise needed to help brands effectively engage with their customers across an increasingly complex media ecosystem, we have found that leader in Rochelle, someone who can bring both the ‘heart’ and the ‘science’ to the business,” he added.

Chhaya, who was appointed as CEO of OMG Thailand in 2020, led the group to three consecutive years of growth, with billings increasing 58% between 2020 and 2023, as reported by COMvergence. As COO of OMD APAC from 2018 to 2020, she scaled a client-centric, digitally-powered and data-led agency model across the region.

She joined OMG Thailand in 2014 as a managing partner for its digital practice and helped establish OMG’s data and analytics division, Annalect, in the market.

Chhaya said of her new role: “Hearts & Science aims to revolutionise connections planning and drive our clients’ business ambitions by combining data-driven insights with the art of creative storytelling. Asia Pacific is brimming with opportunities, and we are committed to harnessing the strong demand for consultative, modular media strategies that align with our clients’ evolving needs.

“By going beyond traditional media KPIs and fostering strategic partnerships, we’re continuously refining our offerings to create meaningful impact. Together with our clients, we will unlock new possibilities for driving  brand growth across the region.”

As one of her first duties as APAC CEO, Chhaya will oversee the launch of Hearts & Science’s operations in Malaysia and Taiwan, scheduled for Q1 2025.

Chhaya’s appointment is effective immediately and she will report to Harradine. Meanwhile, she will continue to oversee operations in Thailand, together with OMG Thailand COO Jinnarat Sampuntharat and the executive management team until her successor is named.

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Top image: Tony Harradine and Rochelle Chhaya

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Connecting Plots has appointed Kate Sheppard to the newly created role of managing director.

Sheppard, who joined at the beginning of January, brings with her 20 years of executive leadership experience working within the DDB network, where she acted as a senior client leader for brands including McDonald’s, Wrigley, Arnott’s, Virgin Australia, Unilever, PepsiCo, and J&J.

She has also served as director of group operations and group managing partner, leading a bespoke integrated agency team of over 30 people dedicated to the J&J account.

As managing director, Sheppard will drive the agency’s next phase of growth, leveraging her expertise to deepen client relationships, inspire high-performing teams, and strengthen the agency’s integrated offering and focusing recent client wins, including Goodman Fielder, Chartered Accountants and Clorox.

The agency’s service offering now includes advertising, content, brand, social, influencer and earned media under one roof.

“Kate has a proven ability of providing steady leadership and supporting and growing the businesses of her clients,” Tom Phillips, CEO and founding partner, said.

“Having someone like Kate who can ‘connect the plots’ of our evolved offering to bring the best possible solutions to our clients will be pivotal in this next phase for our company. I’ve heard nothing but glowing reviews from anyone who has worked with Kate and am excited to work alongside her in 2025 and beyond.”

Sheppard said of joining the agency: “The Connecting Plots team have a relentless focus on craft, culture and client success – they genuinely give a damn about delivering work that works, no matter how big or small. I’m looking forward to taking a hands-on role in shaping the next chapter of the agency’s ongoing growth trajectory.”

Sheppard will join the agency’s leadership team alongside owners Tom Phillips, David Jansen and Sophia Kang; creative partners Matt Geersen and John Gault; strategy partner Craig Page; and creative operations director Mary Morrell.

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Top image: Kate Sheppard

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M&C Saatchi has welcomed new hires across its creative departments as the agency repositions itself with a powerful new focus under its ‘Cultural Power’ proposition.

The appointments combine some of the most talented minds in the industry and the agency’s commitment to delivering creative effectiveness that shapes culture and drives success for its clients.

“This influx of talent is the driving force behind our evolution as a creative powerhouse. Our cultural power proposition recognises the potential of ideas that go beyond paid space to actively engage audiences, become part of news and conversation, create fame, and add real value to communities,” Steve Coll, group chief creative officer of M&C Saatchi Group, said.

“To this end, we have deliberately sought out what we call ‘bridging talent ’- globally awarded creatives who think in a way that unites specialist skills across our Group, bringing media strategists, social influencers, designers, and experiential creators into big ideas.

“Their fresh perspectives, passion, and expertise will help us deliver world-class work that transforms brands and inspires audiences.”

Among the new creative hires who joined M&C Saatchi last year are creative directors Stephanie Allen and Andrew Torrisi, who joined last November; Bryce Waters, senior creative, and Melbourne-based creative director Christopher McKee, who both joined in December 2024.

Joining M&C Saatchi in 2025 are Hannah Melanson as creative director and copywriter Amy Morrison.

In addition to new hires, the agency also promoted Dan Borghesi to creative director in November 2024. M&C Saatchi recognised his work and leadership on projects such as the UNCLOUD anti-vaping campaign and The Plastic Forecast for the Minderoo Foundation, which received global recognition and won including a Cannes Lion, D&AD Yellow Pencil, and One Show Green Pencil. Borghesi is a former AWARD School Tutor, Cannes Young Lion National winner, and has been at M&C since 2018.

Elevating Creative Effectiveness for a New Era

These appointments highlight M&C Saatchi’s dedication to bringing together the industry’s brightest talent to deliver transformative creativity for its clients. As the Group prepares for its global rebrand in March 2025, these bold hires set the stage for a new era of building famous, meaningful brands through the creation and curation of cultural power.

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Audience Group has unveiled leadership changes at the independent agency.

The agency has championed evidence-based advertising from the start, helping clients leverage first-party data to align advertising with business goals. It has made advanced modelling and predictive analytics—combined with a strong focus on data privacy—standard components of its offering, helping clients cut costs, make faster decisions, and run more effective campaigns.

Tom Evans, co-founder and managing director, will step into the newly established role of chief operating officer (COO) and will focus on scaling the agency’s technological, data, and privacy-first capabilities to meet evolving client needs.

Co-founder and director of strategy, James McDonald, will take on the managing director (MD) role and will focus on driving expansion while maintaining the agency’s evidence-based ethos.

“Our clients expect smarter, more efficient outcomes, and we’ve established some seriously smart technology, capabilities and services as the backbone of delivering on that promise,” Evans said.

“We were early adopters of attention metrics combined with custom bidding algorithms, notably achieving a 74% uplift in brand recall in our first use case. We’ve established the capability to rapidly generate media mix models and predictive analytics—tasks that once required hundreds of hours— reducing costs significantly, without compromising data privacy.”

Evans added: “As Brisbane’s biggest independent media agency, and certainly one of the larger indies nationally, it’s critical for us to remain agile and competitive. This shift to COO lets me focus relentlessly on scaling our capabilities, continuing to bring the right people on board doing exactly the right things, and ensuring we continue to innovate.”

McDonald said: “This change is invigorating, and it’s as good for Tom and I as it is for the business and for our clients.”

“As director of strategy, I was working to shape our offering and take it from vision to reality in a way that is useful to our clients. Now, as MD, I’ll be homing in on the day-to-day as well as representing Audience Group’s vision for the future of advertising across the market, building on what Tom and I have established.”

Audience Group has grown to a 25+ strong team who boast energy and enthusiasm, paired with its innovative approach, the agency been instrumental in realising the dream of building a leading-edge, evidence-based agency.

The agency’s portfolio includes national, industry-leading clients — ranging from mid-sized businesses to national not-for-profits and hospitality sector brands — some of which have partnered with Audience Group for nearly a decade.

“We’re not about growth for the sake of it,” McDonald continued. “This structural shift is about ensuring every step we take strengthens our offering, that we build with purpose, and stay ahead of market demands.”

Evans emphasised that people are at the core of Audience Group’s success. “Our focus on people is central to everything we do, from hiring the right talent to fostering a culture of sustainable and socially responsible practices. For example, we’re now supporting Scope 3 emissions reporting for clients looking to make a positive impact.”

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Top image: Tom Evans and James McDonald

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Tourism company Journey Beyond has teamed up with creative agency Town Square to bring to life The Ghan experience to Melbourne amid the Australian Open as an immersive activation and integrated campaign.

As a broadcast sponsor across Nine’s summer of tennis, Journey Beyond is inviting tennis fans visiting Melbourne to step inside a reimagined Ghan train carriage and embark on a sensory journey through the legendary landscapes of Australia’s outback.

The activation recreates the magic of the train journey. Outside, visitors will be greeted by a façade inspired by The Ghan’s iconic exterior. Inside, a two-minute experience crafted in collaboration with Boom Studios and Finch offers a captivating taste of the three-day adventure that takes guests from Darwin to Adelaide.

It replicates real elements of The Ghan, from the window-framed walls to the all-encompassing rockface of Nitmiluk Gorge and the scents and crunch of the red desert dirt. The film invites the audience in through POV cinematography, creating a first-person perspective of the journey and the sensation of being a traveller embarking on this adventure for the first time.

The activation is the centrepiece of a broader integrated media campaign developed by Town Square that launches Journey Beyond’s 2026 season. In addition to its broadcast sponsorship, Journey Beyond will leverage metro and regional TV with 30-, 15- and 10-second spots, including an in-show sponsorship and live cross with the Today Show, outside broadcast and competition with 3AW, BVOD, OOH, print, radio, digital, social media, and live event coverage to connect with Australian and international visitors alike.

“Everyone has heard of The Ghan, but few have experienced it firsthand,” Brendan Day, executive creative director at Town Square, said. “This activation invites people to literally hop onboard and feel what it’s like as this legendary journey travels north to south across our iconic Australian landscape.”

Justine Lally, executive general manager of marketing at Journey Beyond, added: “This activation is more than just a glimpse into a train journey – it’s a celebration of Australia’s breathtaking landscapes and The Ghan’s enduring appeal. We’re thrilled to bring a taste of this iconic experience to Melbourne as part of our broader campaign to capture the hearts and imaginations of travellers worldwide.”

The Ghan Experience is located at Queensbridge Square overlooking the Yarra River along Southbank Promenade and runs from 21 to 27 January.

Credits
Executive General Manager, Marketing: Justine Lally
General Manager, Marketing: Kirsty Gunn
Marketing Manager: Melanie Truman

Agency: Town Square
Executive Creative Director: Brendan Day
Art Director: Peter Crawford
Copywriter: Sam Nicolaci
Producer: Anna Morris
Production Manager: Audrey Pfeiffer
Account Director: Carly Taylor
Account Manager: Georgia Papamichael

Production Company: Finch
MD/Executive Producer: Corey Esse
Director: Michael Hili
Producer: Jackie Adler
DP: Max Walter
Editor: Ian Wallace
Colourist: Marcus Friedlander

Production Design: Boom Studios
Production Designer: Kiel Martyn

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American advertising agency Wieden+Kennedy will set up offices in Australia to service McDonald’s following its recent win.

“After working with this brand for the past 5+ years, it’s no secret that our love for McDonald’s runs deep,” a spokesperson from Wieden+Kennedy said in a statement.

The win will see the independent creative agency work alongside creative agency DDB, as well as media agency OMD, Akcelo and Digitas.

“We’re excited to expand this relationship to Australia, and we look forward to bringing to life unique fan truths that celebrate what makes Macca’s so special to people.”

Wieden+Kennedy will work with the fast-food giant to create unique moments that are culturally specific to the Australian market. The agency will begin with a small core team before building out as needed. Talent from the agency’s global network will be, or have, relocated while local personnel hires will be made.

A spokesperson from McDonald’s confirmed the addition of Wieden+Kennedy as an additional creative agency partner to its roster.

“The appointment sees the highly successful creative company join our award-winning agency village, which aims to continue to deliver compelling and successful campaigns to drive our brand and business forward.

“We were incredibly impressed by W&K’s understanding of our fans and creative approach and we are excited to work with them, alongside our existing agency partners – DDB, OMD, Akcelo and Digitas – in 2025.

“We would like to acknowledge and thank the other agencies who participated in the process.”

Last year, McDonald’s Australia and Netflix brought the Dalgona Candy Challenge to life with the Squid Game Meal, only in Australia in anticipation of Squid Game 2.

Developed by OMD and Akcelo, the Dalgona Candy Challenge and ‘Dare to Play’ campaign taps into the global popularity of Squid Game, giving fans the chance to engage in an interactive version of one of the show’s most iconic and viral challenges, with exciting prizes to be won.

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SICKDOGWOLFMAN is challenging how the skincare and SPF categories target men with the launch of the agency’s sunscreen brand, SLATHER.

Jess Wheeler, creative director at SICKDOGWOLFMAN, told Mediaweek: “We saw a hole in the market. A failure in communication.”

“We’ve worked in the skincare/SPF category before, so were aware of the statistics – which are terrible. We’re no.1 in the world for skin cancer. Yet not no.1 in the world for sunscreen use. And it’s mostly men who are getting it.”

He said that, for the most part, the message of skincare and SPF brands is either “cold and rational or overtly sun-loving in its expression, and often with a feminine lean.”

“SPF sunscreen marketing has traditionally grasped at very low-hanging fruit. Bikinis by the beach. Families by the pool. Summer holidays. But that’s not really the truth is it?

“The sun doesn’t just magically appear when you’re on vacation. The sun is there when you’re working outside building a shed. It’s there when you’re having a 3-hour surf. It’s there when the coach has stuck you at deep fine leg for an entire innings. It’s there when you’re doing spin kicks in the mosh pit at a day-long festival.”

He noted SLATHER speaks to the truth that the sun is ever-present in Australia, “as much as we love the sun, it doesn’t necessarily love us back in the same way.”

The brand spot was made in collaboration with the production company Haven’t You Done Well, which was founded by the comedy group Aunty Donna.

The campaign builds on the brand’s anti-category positioning – ‘The sun is not your friend’, by playfully presenting ‘the sun’ as a character that doesn’t always have the best intentions when it comes to people’s skin.

Despite Australia being a giant desert island located under a depleted ozone layer with some of the highest UV radiation levels on the planet, studies show that fewer than 3 in 10 Australians use sunscreen regularly. Dropping to 1 in 5 when it comes to men. Which has led to men making up the majority of that no.1 skin cancer ranking.

Wheeler said: “To get people, guys especially, who are apathetic to sunscreen to start using it – it had to be a good product. It’s a high protection broad spectrum SPF50+, but it’s also a daily hydrating moisturiser, and it goes on smooth.

“A lot of high protection SPF feels like house paint. This feels like a moisturiser,” he added of the product.

SLATHER has begun tapping into this market via two in-house animations. The campaign will continue its push to engage this demographic on the importance of looking after yourself in the sun and Australia at large.

Wheeler noted that SICKDOGWOLFMAN launching its own SPF provided them with an opportunity to have creative freedom whilst learning what it was like to be the client.

The spot was created with Haven’t You Done Well’s director duo, Will & Sej, and Production Alley’s Rodney Lowe for sound.

Agency: SICKDOGWOLFMAN
Production: Haven’t You Done Well
Directors: Will & Sej
Producer: Tessa Mansfield-Hung
Producer: Lauren Nichols
Executive Producer: Georgia Mappin
Executive Producer: Tom Rickard
Production Manager/Post Producer: Louise Todd-Smith
2nd AC / Production Assistant: Lucy Bain
DOP: Marcus Cropp
1st AC: Harry Huggins
Gaffer: Corey Clement
Best Boy: Luca Muscato
Sound Recordist: Brendan Muller
Production Designer: Joe Patten
Production Assistant: Max Krywulak
Wardrobe: Brynne Lowen
SFX Makeup: Tania de Ross
Editor: Will & Sej
VFX: Josh Regoli
Colourist: Daniel Witt (Moodlab)

Sound: Rodney Lowe (Production Alley)

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