In a shock exit, Today presenter Alex Cullen has permanently stepped down after controversy erupted over his acceptance of a $50,000 gift from billionaire Adrian Portelli.

Today host Karl Stefanovic confirmed Cullen’s departure on-air, describing him as a “terrific fella” and praising his five years with the team. “We’re going to miss him terribly,” Stefanovic said, wishing Cullen and his family all the best.

The drama began after Portelli, eager to ditch his “Lambo Guy” label, offered the cash to the first TV journalist to call him “McLaren Man.” Cullen took the bait during a lighthearted exchange on Today with Karl Stefanovic last Friday, only to face disciplinary action from Nine soon after.

The network immediately sidelined the host, releasing a statement to the media saying they were arranging for the money to be returned to Portelli, adding they were taking the matter “very seriously”.

The fallout from the gift saga has seen Cullen absent from screens for a week, with Nine and Cullen reaching a mutual decision to part ways. The controversy has left viewers stunned and the Today family down a familiar face.

In a written statement provided to Mediaweek Nine confirmed it “has agreed with Cullen that he will finish with the network following a review into a recent incident.”

The network also provided background on the policies which Cullen breached:

• Broadcast journalists and on air talent are required to adhere to a number of policies and procedures with respect to third-party commercial arrangements.

• Nine conducts regular training regarding these policies and procedures, however we will be using this opportunity to remind our team members of their obligations.

Portelli has since donated the $50,000 to charity.

Pictured: Alex Cullen

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Cozzie Livs may have been Macquarie Dictionary’s word of 2023, but don’t bother asking Prime Minister Anthony Albanese what it means. Despite originating from a very real and serious issue, the term – slang for the Cost of Living crisis – seems lost on Albanese.

Typically, questions about culturally relevant (and timely) idioms aren’t directed at political leaders. But, as last year’s US election proved, traditional rules – whatever they once were – no longer apply.

With Australians gearing up for the next election, both Albanese and Peter Dutton are stepping up to the mic, hoping to strike a chord with the public.

You could be forgiven for thinking Albanese’s choice of a podcast for his first in-depth interview of 2025 was inspired by the likes of Donald Trump or Kamala Harris. However, according to The Squiz‘s Kate Watson, securing the chat was a slow burn.

“We’ve been working on this for a long time,” Watson told Mediaweek. “I think his decision to sit down with us now speaks to a shift in media.”

She’s not wrong. Australians are relying on fewer sources for news, according to research from the Australian Communications and Media Authority (ACMA). The 2023 How We Access News report revealed that Australians used an average of 3.1 news sources, including free-to-air TV and, increasingly, podcasts.

The ability to go deeper

The Squiz’s nearly hour-long interview with Albanese covered everything from the Middle East crisis to the phenomenon of doom scrolling. This ability to explore a broad range of topics, says Watson, is what sets podcasting apart.

“People are starting to turn off traditional news,” Watson said. “While there’s definitely news fatigue, there’s still a huge portion of smart Aussies who remain deeply engaged and want to understand the world around them.

“For us, we’re trying to bridge that gap and have deeper conversations about the news. Rather than just quick, 10-minute headlines, it’s about going further – without an agenda.”

Watson is one-half of the brains behind The Squiz, alongside founder Claire Kimball. Before entering the podcast world, both women enjoyed political careers, having met in 2007 while working for former Prime Minister Tony Abbott.

During the interview, Albanese shared his thoughts on the state of media, blaming the shift from news to opinion for driving audiences away from traditional outlets. “He said there’s less news and more opinion, which he finds problematic,” Watson explained.

Meanwhile, the opposition leader opted for a different podcast debut, sitting down with businessman Mark Bouris on Straight Talk. The wide-ranging interview saw Bouris cover everything from Dutton’s childhood to those infamous Mr. Potato Head memes.

Note: Mediaweek reached out to Bouris for this interview but had not received a reply by publication deadline.

The decision by Albanese and Dutton to focus their attention – and campaigns – on podcasting mirrors a strategy employed by both Donald Trump and Kamala Harris in the lead-up to the 2024 U.S. election.

Trump’s appearance on The Joe Rogan Experience is widely credited as a pivotal moment in his election victory. With millions of loyal listeners, Rogan’s podcast provided a platform where Trump’s messaging resonated, particularly with audiences often critical of traditional media.

While Rogan didn’t explicitly endorse Trump, his show became a powerful megaphone, energising Trump’s base and swaying undecided voters – especially men.

Harris’ appearance, meanwhile, on the Call Her Daddy podcast saw the former vice president aim to connect with female voters. At the time, Call Her Daddy and The Joe Rogan Experience were ranked #1 and #2 on Spotify, respectively.

For Watson, the podcast performances of both Trump and Harris, along with Albanese’s decision to appear on The Squiz, highlight a shift in political communication. “It’s a recognition that podcasting is the format politicians are turning to in order to communicate their message,” she said.

Neither Rogan nor Cooper are journalists. Coincidentally, neither are Watson, Kimball, or Bouris. But according to Watson, that’s precisely what makes them relatable to listeners.

“We’re people who read widely, consume news broadly, and have a lot of respect for quality journalism. Our goal is to help our audience access that,” she explained.

“We want to encourage deeper conversations about the news. It’s not just about quick, 10-minute headlines – it’s about diving a bit deeper. And that’s what people want; they’re choosing to spend their time with us.”

Pictured: Anthony Albanese, Donald Trump and Peter Dutton

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Woolworths and Coles have become Australia’s most distrusted brands, according to the latest Roy Morgan research. Woolworths now holds the unwanted title of being the most distrusted brand in the country, dethroning Optus, with Coles following as the second-most distrusted.

Roy Morgan CEO Michele Levine said of the research, “Distrust has a far more potent impact on consumer behaviour than trust. While trust creates loyalty, distrust can drive customers into the welcoming arms of more trusted brands.”

During the COVID-19 pandemic, Woolworths and Coles were lauded for their leadership, earning record levels of consumer trust. Their CEOs became household names, offering calm and reassurance through initiatives that resonated deeply with Australians, such as senior shopping hours and community support programs. However, as the cost-of-living crisis tightened its grip on Australian households, the narrative shifted.

Public perceptions of price hikes and profit-driven motives have emerged as significant drivers of distrust for both supermarket giants. Levine added, “The pandemic placed the major supermarkets at the centre of Australian lives. But the goodwill they built during that period has been reversed by perceptions of too profit-motivated and unaffordable pricing.”

Trust: A fragile foundation

Just two years ago, Woolworths and Coles were celebrated as Australia’s two most trusted brands. However, by October 2024, Woolworths had plummeted 239 places in Roy Morgan’s rankings to become the most distrusted, while Coles fell 237 places to claim the second spot. This dramatic decline illustrates the volatility of consumer sentiment and the critical role distrust plays in eroding a brand’s reputation.

“Distrust is a virus for brands,” said Levine. “It spreads quickly, and reversing it is a complex and multi-year challenge. For the big supermarkets, this means rethinking how they engage with and persuade Australians, particularly in times of economic pressure.”

As the nation’s largest retailers, Woolworths and Coles wield significant influence over the economy. Their reputational woes not only threaten their bottom lines but also have broader implications for consumer confidence and market stability.

“Trust is more than a metric; it’s the foundation of loyalty,” Levine emphasised. “Without it, even the most established brands are vulnerable to the power of consumer backlash, becoming fragile brands.”

Consumer expectations on the rise

The pandemic appears to have heightened public expectations of ethical conduct, transparency, and community welfare from brands. According to the research, Australians are now holding companies to higher standards, with those failing to meet these expectations facing significant reputational consequences.

“The data paints a clear picture: Australians are holding brands to higher standards, and those that fail to meet these expectations face reputational consequences,” Levine said.

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As the Australian Open heads into the final rounds, Meltwater data reveals insights into the most talked-about moments of the tournaments so far.

Over the past 22 days, the tournament has generated 1.63 million mentions, surpassing 2024’s record of 1.4 million.

Among the platforms, X was the most engaging, with the highest platform share of 962,000 mentions, which, according to the social and media data analytics platform, generated four times more than news and broadcast sources.

World number seven Novak Djokovic dominated headlines yet again, both for his on-court prowess and off-court controversies.

Nine’s Tony Jones’ commentary on Djokovic generated 13,300 mentions, with a spike to 9,480 on January 20. Broadcast and news were the top sources, with an MSN article about Jones’ apology achieving the highest reach.

Last-minute surprise entry, Eva Lys, who had never been beyond the second round of a grand slam, defied expectations by securing three wins worth 240 ranking points.

Her journey in the Australian Open captured attention with her historic entry to the fourth round with generating 3.68K mentions on January 18, with news as the leading source. The German player’s final match on January 20 also created another spike with 4.85K mentions.

Going into the semi-finals, the most talked about players are Djokovic (41.7% of queries), Jannik Sinner (35.1%), Iga Swiatek (17.2%), Aryana Sabalenka (16%) and Alexander Zverev (14.4%)

Meltwater’s Klear Influencer Marketing tool revealed that among the semi-finalists, Djokovic is the most influential male tennis player with a Klear Score of 99/100 – and an average post engagement of 598.8K.

Swiatek is the second most influential female player after Coco Gauff, with a score of 93/100 and an average post engagement of 126.3K.

See also:

Novak Djokovic breaks silence after Tony Jones’ apology
Djokovic boycotts Nine network over on-air mockery

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Fetch TV has reported a 20% subscriber growth in the first half of FY25, signalling strong momentum as the company moves toward its ‘Fetch 2.0’ strategy.

With the ‘Fetch 2.0’ strategy, the company aims to scale beyond its current installed base of 715,000 Australian households, 10% of all family households in the country, encompassing nearly 2 million unique viewers. By FY30, Fetch intends to expand its reach to over one million households and 3 million individuals.

Under the leadership of recently appointed CEO Dominic Arena, Fetch has also announced a series of senior leadership appointments designed to propel the company into its next phase of growth and reposition it as a modern Australian technology powerhouse.

He said: “Fetch 2.0 is fundamentally about growing scale and profitability through optimisation of the core home entertainment platform business while selectively extending our world-class products into relevant adjacencies. We’re investing in top-tier talent to capitalise on our current installed base and drive future growth.”

Strategic leadership appointments

Fetch’s newly appointed senior leaders bring a mix of local and international expertise, reinforcing its execution capabilities across critical functions such as finance, sales, product management, marketing, and customer experience.

• Sarah Alder takes on the newly created role of chief revenue officer (CRO), overseeing revenue-generating functions, including sales, channels, commercial product management, and advertising & merchandising. Formerly Fetch’s CFO, Alder brings extensive experience from her time at Fox Sports, Sky News, and Ten.

• Caitlin Cottam has been promoted from within to chief financial officer (CFO). With 15 years of financial management and audit expertise, Cottam’s background includes roles at KPMG in the UK and Australia.

• Fernie Jasmine Abdul Ghani joins as chief customer officer (CCO), leading brand, marketing, communications, customer insights, and support. Ghani’s 30 years of experience span telecoms, financial services, and technology businesses in the APAC region, most recently at Axiata Group, where she earned several prestigious awards, including a Malaysia CMO Award.

• Eileen Khor takes on the newly created role of executive director, brand, product marketing & creative design. Khor’s career includes senior creative roles at SEEK, the regional digital agency ada, and production house Endemol.

• Israel Sage-Pickin steps into the newly created role of general manager, sales & channels. Bringing three decades of experience in business development and account management, Israel has worked with leading companies such as Telstra, Vita Group, and Goodman Fielder.

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Snooze has launched a new campaign with a series of cinematic yet relatable films that capture authentic bedroom moments.

“We believe the bedroom should uplift every mind, mood, and body,” Doni Davies, general manager marketing at Snooze, said. “It’s where life’s big and small moments happen—from silly giggle-fits to quiet introspection. This campaign is a tribute to all those moments and to the role Snooze plays in making them special.”

“We wanted to create something modern, stylish, and relatable—something that celebrates and evolves our brand whilst also transitioning seamlessly into retail,” Penny Watson, head of brand at Snooze, added. “Our iconic jingle and ‘Amazing’ tagline are part of Snooze’s DNA, and this campaign takes them to a new level. It’s about driving recognition and creating an identity that stands out, whilst keeping the heart of the legacy of the brand.”

Lenna Boland, creative lead at Match & Wood, said: “What an awesome brief—to celebrate the bedroom as a place where ‘amazing’ happens. Working with a tight-knit team (aka creative family) direct to client was super collaborative and super fun.

“Shot on the expansive Volume screen, Dylan (director) created a stunning, hyper-stylised world while still capturing the intimacy of the bedroom. Rob (composer) created a track that was ear-worm-bangin’. And there was an alpaca. Ticked all my creative boxes.”

Rachael Conway shared: “We are incredibly proud to have worked closely with Snooze to bring to life their new creative platform, ‘Every day, every night amazing.’ The campaign features a multi-channel approach that leverages Snooze’s distinctive brand assets, and launches in line with the Australian Open.”

Nic Desira, creative lead, added: “Hitting the sweet spot between a fashion and music video, this campaign positions Snooze firmly in the ‘now,’ giving it a distinct visual identity. By leaning into the ‘S’ in the logo in a bold, fresh way, we’ve also created a design that flows effortlessly across outdoor, retail, and other channels—making every brand interaction unmistakably Snooze.”

Watson concluded: “Ultimately, we want our audience to see themselves, or someone they know and love, in these moments. It’s these ‘every day, every night’ moments that make the bedroom so special; and Snooze is here to celebrate every one of them.”

The campaign launches nationally with 60”, 30” and 15” films, rolling out via cinema, free-to-air TV, BVOD, meta as well as 6” social media spots, OOH, and Spotify.

Credits

Client: Snooze
General Manager, Marketing: Doni Davies

Head of Brand: Penny Watson

Creative Team
Creative Lead: Lenna Boland
Creative Lead: Nicholas Desira
Senior Producer: Jennie McCartney

Production Company: Collider
Director: Dylan Duclos

DoP: Max Walter

Production Designer: Jackson Dickie

Executive Producer: Tom Slater
Senior Producer: Annie Schutt

Post-Production: The Editors
Brand Editor: Leila Gaabi

Retail Editor: Shannon Michaelas
Executive Producer: Charlotte Griffiths
Colourist: Fergus Rotherham

Online: Jamie Scott

Original Music/Sound Design: Rob Upward, Upward Studios

Photographer: Chris Hillary

Media: Match & Wood

• National Planning Director: Ryan Hancock
• Group Director – Rachael Conway
• Communications Advisor – Georgia Phillips-Cron
• Senior Communications Manager – Melanie Wong

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The Sydney Morning Herald is setting up a new bureau in Parramatta, marking a significant move to engage Sydney’s growing western suburbs and drive subscriber growth.

With dedicated office space in Parramatta’s CBD and an upcoming marketing push, the bureau will cement the Herald’s presence in the heart of a city undergoing rapid transformation. The team, launching in March, will cover a wide array of topics, including urban affairs, education, health, culture, sport, politics, and transport.

Parramatta’s population boom and major developments, such as the Powerhouse Parramatta – the biggest cultural investment since the Opera House – alongside Metro West and light rail projects, are reshaping the region’s identity. The food and culture scene is also thriving, further highlighting the area’s growing influence.

The bureau will report to associate editor Kathryn Wicks, with a mix of newly recruited and rotating North Sydney journalists driving coverage.

“The opening of our Parramatta bureau is part of a broader investment strategy to fuel growth,” said Herald editor Bevan Shields. “Our success comes from exceptional local coverage, and this expansion lets us double down on that formula. Sydney readers want quality, localised reporting, and we’re here to deliver.”

This move is also aimed at better reflecting Sydney’s diversity, with the Herald positioning itself at the forefront of editorial innovation in one of Australia’s fastest-evolving regions.

Pictured: The Sydney Morning Herald

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

UnLtd has hired OzTAM CEO Karen Halligan as its new chair, effective January 2025.

A six-year veteran of the UnLtd Board, Halligan will lead the organisation into its next phase, dubbed “UnLtd 2.0,” focusing on a more cause-centric approach to amplify industry collaboration for meaningful societal change.

Halligan also acknowledged the unwavering support of the media, marketing, tech, and creative sectors, saying their passion fuels UnLtd’s mission to drive greater impact.

Mark Geyer is making a big move in the media world. The NSW and Australian representative, 1991 Penrith Panthers premiership winner, and media veteran has signed a three-year deal with 2GB and Nine Radio, starting in 2025.

Geyer will join 2GB’s Sydney Now Drive program, hosted by Clinton Maynard, as a daily contributor, offering his distinctive blend of insight, humour, and passion. He’ll also bring his sharp commentary to the Continuous Call Team and Wide World of Sports programs, cementing his voice as a key player in Nine Radio’s rugby league coverage.

Are Media has appointed Melissa Matheson as the new editor of WHO. With over 20 years of experience in content strategy, audience growth, and journalism, Matheson 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.

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.

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.

Joe Aston is set to rejoin The Australian Financial Review as a monthly columnist while gearing up to launch his new publishing and podcasting venture, Rampart, on February 10.

Aston, who helmed AFR’s Rear Window column for 12 years before stepping down in October 2023, said the move allows him to balance creative independence with his connection to what he calls “the best newspaper in the country.”

Andrew Cook, director of sales at Are Media, has resigned after five successful years with the company. Cook, who joined Are Media in February 2020, will officially depart in May 2025, following a six-month transition period.

Under Cook’s leadership, Are Media strengthened its position in the market with its portfolio of luxury, homes, lifestyle, and entertainment brands. His passion for the magazine industry and his commitment to delivering strong results for clients were key drivers of the company’s success.

Are Media has announced the appointment of Jessica Bailey as editor of ELLE Australia.

A highly respected and experienced fashion and lifestyle editor and journalist, Bailey will join ELLE Australia on 10 February to oversee the brand’s content direction and steer and grow ELLE to become an omnichannel fashion and beauty powerhouse for Gen Z and young millennial women.

Network 10 is reworking The Project’s Friday lineup, slimming the panel to three and confirming comedian Michael Hing won’t return next year. Taking the reins from late February are Rove McManus, Georgie Tunny, and Susie Youssef.

Hing took to social media saying he made the decision to “step back” from his role due to an upcoming packed touring schedule.

Ronny Raichura joins independent media agency Match & Wood as the new head of digital and transformation.

He was most recently managing director of performance at Impressive. He brings 20 years of global experience to the role and has held senior roles across the industry, including head of analytics for Omnicom Media Group UK, head of digital activation with Resolution.

Audience Group has unveiled leadership changes at the independent agency. 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.

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.

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.

Snap Inc. has appointed Chris Lewis as its first talent partnerships lead for Australia and New Zealand.

Lewis will lead strategy, outreach, and onboarding efforts with local creators and develop innovative and high-impact partnerships. He will also oversee relationships with Australian and Kiwi public figures and content creators, inspiring and motivating them to use Snapchat in ways that help unlock their creativity and optimise opportunities for brand partnerships and monetisation.

He will report to Snap’s director of global content partnerships, Jim Shepherd, and also work closely with the global content partnerships team to help hone its editorial perspective for local content.

After 17 years, beloved 9News Queensland presenter Andrew ‘Lofty’ Lofthouse has announced his retirement to focus on his health.

Joining Nine in 2007, Lofthouse quickly became a familiar face, spending 16 of those years alongside his trusted on-air partner, Melissa Downes. Together, they brought Queenslanders unforgettable coverage of major events, including the devastating floods of 2011 and 2022, Cyclone Yasi, and live reports from Christchurch and Paris.

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.

Australian Community Media (ACM) has 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.

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

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

BBC Studios Australia and New Zealand ad sales team has welcomed the appointment of Georgina Marshall as an account executive to the Melbourne team.

Marshall recently returned to Australia after working for the BBC Studios advertising team for five years in London, servicing markets across the UK and Europe.

She worked on several major global clients, including UNICEF, Visit Puglia, Armani, Royal College of Arts, Disney+, and Audi. Prior to her time in the UK, Georgina started her career in Australia, working for MCN (Foxtel & Channel 10).

Award-winning journalist and broadcaster Clinton Maynard is the new host of 2GB’s drive show. Sydney Now with Clinton Maynard will debut on Monday, 27 January, airing weekdays from 3pm to 6 pm.

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Meriton appointed Frank Digital, a Jaywing company, to deliver a new corporate platform to improve user experience and lead generation across core business units.

The new digital platform incorporates a sophisticated user interface designed to streamline sales processes and improve conversion rates.

The property development and construction company launched in 1963, has designed, developed and built more than 78,000 apartments and some of the tallest residential towers across the east coast of Australia. It also offers sales, leasing and property management services, and the luxury hotel accommodation brand Meriton Suites with 23 locations nationwide.

The digital product and user experience agency created a series of dynamic modal forms that are integrated with Meriton’s new Salesforce CRM platform to capture essential user data and are directed to relevant departments, ensuring a more efficient sales process.

Additionally, Frank crafted a seamless user experience by integrating individual landing pages for Meriton Parking, Meriton Energy, and Built for Rent Apartments, with consistent branding and a unified design across the site.

The redesign also features a modernised navigation system showcasing Meriton’s services, sectors, and story, coupled with a site-wide search function to make it easier for users to locate relevant property listings or information.

Frank Digital also refreshed the site’s visual identity, expanding the brand’s colour palette and introducing a secondary typeface to complement the existing identity. The refined user interface highlights Meriton’s extensive property portfolio with beautiful photography across desktop and mobile for a cohesive and visually engaging experience.

A new feature is the property and parking listings with an intuitive map that works across all devices. Frank Digital implemented a WordPress CMS, allowing Meriton’s teams to easily update the site as the company’s property and service offerings continue to grow.

“Frank Digital played a pivotal role in Meriton’s digital transformation, leading the development of our new website with creativity and vision,” James Sialepis, Meriton company director, said.

“The site is set to significantly enhance how we connect with our customers, showcase our impressive pipeline, and improve the user experience across all our business units. The Meriton team has been incredibly impressed by Frank Digital’s commitment to the project, their attention to detail, and their innovative approach. We are excited about this site’s potential in supporting our continued growth.”

Nicole Geekie, head of studio at Frank Digital, a Jaywing company, added: “Designing and developing Meriton’s new website was an exciting challenge. We had to strike a balance between maintaining the brand’s legacy while modernising its digital presence to cater to today’s users.

“Our focus was on creating a seamless user journey across all devices and business units, offering a consistent brand experience while implementing the necessary tools for Meriton to generate leads.”

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HOKA has partnered with Emotive to deliver an immersive activation on Bondi Beach to mark the launch of the new HOKA Bondi 9.

The creative agency transformed the North Bondi Surf Life Saving Club into The Cushion House, where runners of all levels can explore the latest innovation in ultra-cushioned running.

Over four days, the community event includes daily coastal runs with HOKA athletes and Bondi locals, including Katie Williams, breathwork sessions with Rory Warnock, healthy snacks and drinks, a merch customisation station, a daily four-hour DJ set – plus a unique HOKA ‘cushion walk’ arrival, all against the backdrop of Bondi Beach.

The introduction of the original Bondi in 2011, HOKA’s first road shoe, proved to be revolutionary to the running shoe world, as the balance of extremely light weight materials with maximal cushioning had never been seen before.

“The HOKA Cushion house is a celebration of our premium maximum cushion runner, the Bondi 9,” Matt Adams, head of HOKA, said. “In collaboration with Emotive, our goal was to celebrate with the community, our most historical running franchise which was inspired through the culture and breathtaking atmosphere of Bondi Beach.

“The Cushion House was designed to be a representation of the Bondi 9 – max cushioning for all. Over the coming days, we will celebrate with the Sydney community through a number of run clubs, masterclasses and guest interviews. As our Third successful activation with Emotive, the Cushion House has set the benchmark for how HOKA will continue to engage in the community.”

Rebecca Gelao, head of Emotive Brand Experience, noted: “To host a launch of this scale for a brand like HOKA is epic. Turning an iconic heritage building into a cyclone-rated replica of the iconic maximalist HOKA Bondi 9 sole is the stuff brand experience dreams are made of.

“What was so important to us was that the level of detail and craft in the build and the immersive experience, right down to every inch of the exterior being cushion-like , reflected the design quality of the product itself.”

Alongside an ATL campaign, The Cushion House experience unfolds across social media, influencer content, and PR, with event content being distributed globally.

Simon Joyce, CEO of Emotive, said: “Now more than ever, fame is what sets brands apart and connects them with their communities in a meaningful way. The Cushion House by HOKA does exactly that—bringing the ‘max-cushion for all’ proposition to life in a way that’s bold, unexpected, and uniquely Bondi. But it’s not just about the activation.

“This is a multi-layered campaign that leverages Emotive’s fame specialisms, including social, talent, PR, and brand partnerships working together to take the Bondi 9 story global. It’s an incredible brand and we feel especially privileged to partner with the HOKA team.”

The Cushion House by HOKA is open to the public on Friday 24th and Saturday 25th January from 6am to 7pm and on Sunday 26th January 2025 from 6am to 2pm – with special previews from 12pm-7pm on Wednesday 22nd January.

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Sunday Gravy has launched a new brand platform, Service Still Matters, with technology businesses Square, designed to remind of the invaluable role human connection plays in customer interactions.

Amid the rise of AI, robotic waiters, and QR codes in the service industry, the campaign chooses to show how Square’s tech takes a back seat to what’s most important to restaurant owners: service

The series of films, directed by Good Oil’s Novemba, shows glimpses of everyday hospitality moments that often go unnoticed but leave lasting impressions.

“We all love to feel special. That’s why great service keeps customers coming back,” said Sam Whatley, senior creative at Sunday Gravy.

“With this new platform, we’re shining a light on the underappreciated acts of service workers – in a way that hopefully feels relatable and real to anyone who’s had to sing happy birthday to a stranger.”

Kae Yen Wong, creative director at Square, added: “At Square, we have always been about empowering businesses to do what they do best. This campaign is a reminder that while technology can enhance efficiency, it’s the people—their warmth, creativity, and dedication—that truly elevate the customer experience.”

Alchemy One, Square’s Australian media agency, is launching the campaign, targeting business owners and their customers through strategic media placements.

Delivering significant presence on above-the-line channels, including TV, Cinema and OOH, and supported by Digital, Social, and Audio, the campaign will focus on Sydney, Melbourne, and Brisbane, with contextual placements spotlighting key moments and locations vital to supporting the lifeblood of Australia’s local economy.

CREDITS
Square Credits:
Stacey Lowther: Head of Integrated Marketing
Jessica Parker: Integrated Marketing Manager
Sean Conroy: Group Creative Director
Kae Yen Wong: Creative Director
Fin Wang: Art Director
“Edgar Acosta: Copywriter
Justine Yee: Operations Lead

Production Company Credits:
Production Company: Good Oil
Production Company Producer: Claire Richards
Executive Producer: Simon Thomas / Juliet Bishop
Director: Novemba
DOP: Max WalterPost Production: Arc Edit
Post Producer: Winnie O’Neil
Offline Editor: Lucas Bayne
Online Editor: Richard Lambert
Grade: Matt Fezz
Soundmix: Rumble
Casting: Citizen Jane

Sunday Gravy Credits:
Senior Creative – Max Kennedy
Senior Creative – Sam Whatley
CCO / Co-Founder – Ant White
Senior Art Director – Alex Crampton
Senior Designer – Ben Wright
Head of Creative Production – Karolina Bozajkovsk
Group Account Director: Emily Pietrocola
Account Director: Lea Degove
Strategy Partner: Lani Cush

Alchemy One Credits:
Managing Partner: Huong Nguyen
Business Director: Cara Sayer-Bourne
Group Strategy Director: Paul Scarf

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Avid Collective is calling for a unified category name and definition as it reaffirms its own commitment to the branded content category.

The company is encouraging alignment from publishers, agencies and other industry players worldwide on the use of ‘branded content’ as the correct and only name used for the category.

It seeks to establish a standardised category name to help drive greater consistency, improving accessibility and fuelling growth.

While still designed to function as advertising, branded content is created by publishers in partnership with brands, tailored to fit seamlessly within a publisher’s editorial formats, delivered within their environment, and promoted by a publisher to create genuine advocacy. Formats can range from articles, social posts and product reviews to face-to-camera videos and podcast integrations. This makes branded content uniquely opt-in, creating genuine connections between brands and consumers.

Historically, the category has been marked by numerous different names and definitions making it less accessible and confusing in-market, which Avid Collective believes is damaging to the growing channel and the industry more broadly.

Luke Spano, CEO at Avid Collective, said: “Native content is now often associated with native display ads. Branded content is distinctly different from native display and other advertising channels; it is bespoke content created by publishers for their audiences, delivered and promoted in their environments to create genuine advocacy. It’s the only channel that consistently adds value for both brands and audiences simultaneously.

“We want to ensure there is an understanding in the market that branded content is not ad-served and is, instead, a powerful, non-intrusive and uniquely opt-in channel.”

The call for standardisation and alignment follows the launch of Avid PubSuite last year – Avid’s global, market-first, end-to-end platform for branded content campaigns. Purpose-built by publishers for the digital publishing industry, the platform transforms branded content campaigns, significantly reducing publishing time and driving revenue growth via an enhanced advertiser experience.

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Top image: Luke Spano

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Kawai is tapping into the intrinsic role the piano plays for music lovers, from beginners, hobbyist to professional musicians, with an emotive global platform developed with Ogilvy.

‘Instrumental to life’ is the digital and social-first campaign that explores the concept that pianos are essential through a variety of film and static executions, capturing the emotions of three real pianists at different stages of their musical journeys.

Seen on social, YouTube and at industry events across Australia, the US and EU, including an experiential launch at the NAMM Show in California from January 23-25.

Bridget Jung, Ogilvy Sydney’s executive creative director, said the campaign aimed to make the brand more contemporary and relevant by “capturing the feeling and emotion of playing a piano – honest, authentic and deeply felt.”

“We know from our global research that people see playing the piano as an act of expression and a way to connect with something deeper and more integral to life. With this campaign, we set out to remind the world why we play rather than focusing on what we play.

“To bring this idea to life, we cast real pianists and crafted stories around three distinct moods, highlighting the joy and vibrancy that playing the piano brings in even ordinary moments. From a woman igniting a party with friends to a brother fully committed to practising (while playfully annoying his sister) to a reflective elderly man finding solace in memories. We approached every detail of this project with the same meticulous craft and precision that defines every Kawai piano.”

Music is a big feature of the campaign, with an original score composed for the campaign by Elliott Wheeler, who is celebrated for his expansive collaborations with legendary filmmaker Baz Luhrmann, including the blockbuster biopic Elvis.

The music-forward approach allows the campaign to transcend mediums, inviting musicians to ‘play’ the headlines and experience the design audibly and visually.

A global piano manufacturer known for its incredible craftsmanship and innovation, Kawai’s upcoming 100th anniversary in 2027 provides “an ideal moment to look ahead to the next century of the brand’s evolution, and how best to make it more contemporary,” according to Kawai’s global project manager, Warrick Baker.

“Kawai has always stood as a symbol of expression, creativity, and connection. And now the new ‘Instrumental to Life’ platform takes the brand into a new era,” he explained.

“It doesn’t just showcase the craftmanship of our pianos, it shows what our pianos make possible and celebrates the transformative power of music. It’s more than just a campaign; it is a movement to connect music to all aspects of our lives. From a young beginner touching their first key, to seasoned musicians crafting their legacy, we’re proud of how our brand is presented and excited to see it reach new audiences extending well beyond just traditional players.”

The global ‘Instrumental to life’ campaign was led by Ogilvy Sydney, working closely with Ogilvy New York on social and influence activity.

Credits
Ogilvy Sydney – Advertising, Social & Influence, PR & Media
Ogilvy New York – Influence
Revolver – Production
Director Gabriel Gasparinatos
Hogarth – Production
ARC – Post Production
The Do Collective – Experiential Pool Collective
Photographer – Juliet Taylor

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Ronny Raichura joins independent media agency Match & Wood as the new head of digital and transformation.

He was most recently managing director of performance at Impressive. He brings 20 years of global experience to the role and has held senior roles across the industry, including head of analytics for Omnicom Media Group UK, head of digital activation with Resolution.

Raichura, will be based in Match & Wood’s new office space in Cremorne, Melbourne, and will oversee digital product, nationally. He is also charged with delivering best in class martech and data transformation across the business and client portfolio.

Lyndelle O’Keefe, CEO of Match & Wood, welcomed Raichura called his appointment “an exciting chapter” for the agency.

“His expertise in digital and transformation aligns perfectly with our focus on innovation and growth. We’re thrilled to have such a forward-thinking leader on board to help us redefine what’s possible.”

“We are committed to staying at the forefront of change; through the use of our proprietary tools and a clear focus on the pain points of modern marketers, we’re helping give our clients the competitive advantage they need right now, and Ronny will be an incredible driving force around this,” she added.

Raichura said of his new role: “Joining Match & Wood is an incredibly exciting opportunity for me. I have worked in global networks and independent agencies across the UK, India and Australia, and I haven’t seen the level of commitment that Match & Wood have to future proofing their business anywhere before.

“I’m excited to bring my experience and specialism in digital performance to Match & Wood to ensure we are at the cutting edge of change in this space.”

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Top image: Ronny Raichura

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