ARN is juggling troubling ratings in some markets. Another major consideration too is the perception about the company and its brands. Some companies worry about that more than others. Neglecting it altogether can cause problems.

There’s a perception now that ARN is in trouble. “Crisis” was a word used this week in The Age.

There’s been a big media focus on the strategy at ARN in the past 12 months – the abandoned play for Triple M and now the ongoing hysteria surrounding networking Kyle and Jackie O.

In a frank discussion with Mediaweek, ARN chief content officer Duncan Campbell is well aware of the issues. His years in radio have seen challenges come and go and in times like these steady hands are needed.

Duncan Campbell

ARN: What’s wrong in Melbourne

“The tall poppy syndrome is coming into play there. When we brought Christian O’Connell to Melbourne a lot of people asked, ‘Does ARN know what it is doing?’ Eighteen months later the show was a huge success.

“We were all very enthusiastic about Kyle and Jackie O, maybe too much to start with.” He admitted they had got the content mix wrong with the overtly sexual content. “Kyle has now pulled back on that quite considerably. They have stopped the graphic sexual content. The show is about relationships, so it is not going to be a sanitised show.

“The audiences do hang around to hear what Kyle is going to say next. We don’t want to lose that. If we start to take out the DNA of the show it’s going to collapse completely.

“After changing the graphic sexual content it will take time to change the perception. It’s a long game. We are in the trenches. We have a lot of ground to make up.

“I’m still convinced it can be a successful breakfast show in Melbourne.” He did add, maybe something of an understatement, “It hasn’t been a perfect launch.”

Campbell thinks the Melbourne audience in general is getting bombarded with marketing from everywhere. “Fox has a strong breakfast show, and so does Nova.”

The drop at Gold for Christian O’Connell over the past couple of surveys is linked to a pullback on the advertising spend, said Campbell. “We strategically decided not to market him as heavily this year. You could argue that wasn’t the best decision for that show. He has suffered a bit this year. I thought it would bounce back this survey, so I expect that will happen next survey.”

Campbell acknowledged the continuing strong result for the former KIIS breakfast team now at Nova – Jase and Lauren. “Momentum is a great thing and the media love affair is continuing.”

What’s wrong in Brisbane

When asked if ARN would like to be doing a little better in Brisbane, the chief content officer replied: “We’d like to be doing a lot better to be honest. It’s been a frustrating period for us.” He explained again how the format had been changed from adult contemporary to CHR. “We now compete with B105 and Nova as one of three CHR formats, a decision made for the networking we are doing.”

Jonesy and Amanda

What’s right everywhere else?

In Sydney Kyle and Jackie O are again #1 overall with WSFM the big improver with Jonesy and Amanda a clear #2 in breakfast. It was the best Jonesy and Amanda figure since 2017 and oh-so-close to the best breakfast share ever for them.

About the WSFM result, Campbell said: “It’s a strong result with some changes to the music format too. WSFM can potentially stay around that figure, although we expect that 2GB will come back a bit. If we can remain #1 and #2 FM we are very happy with that.”

Regarding the KIIS result in Sydney, Campbell said: “The audience is bolted on and they are not about to go anywhere. A lot of the Kyle and Jackie O audience has grown up with them on different shows for over 20 years and they are very loyal listeners.”

In Adelaide Mix 102.3 has returned to be #1 overall. “It’s been a great battle between Mix and Triple M this year,” said Campbell. “Our daytime numbers are really strong particularly in afternoons and weekends. Breakfast is still a challenge for us, but to be back to #1 is a real highlight for ARN this survey.”

Perth saw 96FM bolt into first place. “We did a lot of research on this music format that is appealing to listeners 45-59. It’s older and male skewed, like Triple M perhaps should be. It generates very strong TSL and the station is #1 in morning and afternoons.”

Campbell noted how both Mix and 96FM got to #1 without having #1 breakfast shows.

See also:
Complete coverage of radio ratings for Survey 6, 2024 in Sydney, Melbourne, Brisbane, Adelaide and Perth.
Every commercial station in every market.

The 2024 Australian Podcast Awards shortlist announced & voting now open

The 2024 Australian Podcast Awards (APAs), powered by ARN’s iHeart, are back to celebrate Australia’s top podcast talent.

The shortlist for this year’s awards have been unveiled, following the meticulous review of 400 submissions by 100 expert judges. This year’s diverse range of categories includes everything from True Crime to Comedy and Sex & Relationships.

Listener’s Choice voting is now underway and will remain open until October 10.

The winners will be celebrated at the awards ceremony held at the Sofitel Sydney, Darling Harbour, recognising outstanding talent across 30 categories, including the Podcast of the Year and Best New Podcast.

Media personalities, and hosts of podcast The Buck Up, Kate Langbroek and Nath Valvo will be hosting the awards night November 21. “We are very excited to host the Logies of podcasts and celebrate everyone. Will try our best to stick to the script but if it’s anything like our podcast we’re in for a long night. Sorry everybody.”

This year’s shortlist features a range of nominees, including The Churchill Collective, which captures audiences with thought-provoking discussions on leadership and innovation; Concealed with Art Simone, highlighting the secret world of drag artistry; Unemployed and Afraid, offering relatable stories of career transitions; and Grave Matters, which dives into dark history and true crime.

[View the shortlist here]

Black T-Shirts with Al Merry from The Flower Shop

This week, Adam Ferrier and Brent Smart are joined by Al Merry, chief creative officer and founder of the Flower Shop, one of the hottest new independent agencies from New York City.

In this episode, Merry chats to Adam and Brent about what it takes to move from being a creative to founding and running a creative business at the blistering pace set by the current advertising landscape. The interview touches on many tensions faced by creatives and the creative industry today. Perhaps the most relatable point of contention is the tension faced between a focus on the work, vs the commercial and practical realities of running a business.

[Listen here]

Acast signs Frances Cook’s new money podcast, Making Cents

Acast has partnered with award-winning journalist, Frances Cook, on the launch of her new podcast, Making Cents with Frances Cook.

Making Cents aims to simplify the often-confusing world of finance, with Cook helping listeners navigate money, from budgeting through to investing. Cook will be busting through the jargon and figuring out realistic money solutions on a weekly basis, with two episodes per week for listeners. Along the way, Cook will chat to people who’ve made big money changes to discover how it’s transformed their lives.

Acast will host, distribute and monetise the podcast globally as part of the Acast Creator Network.

Ryan Lamont, senior development manager at Acast AU/NZ, said this partnership with Cook is a key part of Acast’s continued focus on the growing New Zealand podcast space.

“We’re excited to be partnering with Frances Cook on this next chapter of her career as an independent podcaster,” he said.

“The demand for high-quality Kiwi podcasts continues to grow in New Zealand, and Frances is the perfect creator to meet this demand.

“Acast will support Frances on her journey as an independent podcaster in the Acast Creator Network through our robust global monetisation offering, along with strategic insights from our decade of experience in podcasting.”

[Listen here]

LiSTNR introduces LiSTNR Web Player Version 4

SCA has unveiled the LiSTNR Web Player Version 4 at play.listnr.com, continuing the tech innovation of the Australian-built, owned and operated digital audio ecosystem.

The Web Player advancements allow LiSTNR content to be consumed online anywhere and anytime on any device with a browser. The new user experience also makes content easier to share on social platforms, through posts and direct messaging.

 In addition, LiSTNR has created a seamless transition between the app and the web with a new deep linking capability, ensuring that anyone with the app installed can easily use it to listen.

For advertisers, the LiSTNR Web Player Version 4 enables LiSTNR to continue to build its addressable audience by accelerating the transition from unknown to known users.

SCA executive head of LiSTNR product & technology, Chris Johnson, said: “The new LiSTNR Web Player, together with the updated LiSTNR App, creates a seamless user experience across a wide range of devices. The personalized platform makes it easy for audiences to find their favourites or continue where they left off. With the fully signed-in Web Player, advertisers can leverage our first- party data to achieve the same exceptional campaign performance they’re already experiencing on mobile.”

[The new web player can be found here]

Rowena Millward launches new podcast series with Mediaweek: Uncomfortable Growth Uncut

Uncomfortable Growth Uncut is a new podcast series author and business consultant Rowena Millward is launching in partnership with Mediaweek. Millward introduces the series:

Every piece of content from high-profile leaders today screams success. From the keynote stage. From the competitive business pitch. From LinkedIn.

Yet, when you get to really talk with them – the truth is anything but perfection. It’s gritty. It’s challenging. It’s a mosaic of the good, the bad, the ugly.

Uncomfortable Growth Uncut asks what happens when going gets tough

In all honesty – that’s what is truly interesting. It’s easy to talk about success (and these leaders are successful and impressive). But I genuinely want to know what they did when the going got tough. When they didn’t know the answer. When they wanted to give up.

As a leader, I’ve learned that it’s not the moments of success that define us but the messy, challenging crossroads where we’re forced to confront our deepest fears.

This new podcast Uncomfortable Growth Uncut is a space where we strip away the gloss and perfection, diving into the gritty reality of what it means to grow, lead, and live authentically. We explore the pivotal moments that test us to our core, the times when everything feels uncertain, and the only way forward is to dig deep and find the courage to keep going.

Which is why every guest on the Uncomfortable Growth Uncut podcast gets asked the same question: What is your Uncomfortable Growth story?

It’s unscripted. Unrehearsed. What they say is unknown (even to me – the podcast founder and host). It can be about anything: work, life, relationships, failures, business and family. It’s about the real story, and what they have learnt as they have navigated the twists and turns of real life.

This first series invites 10 incredible, high-profile media industry leaders to share their Uncomfortable Growth stories. You will already know their names. Now you have the chance to hear their backstory, and how this has shaped them.

[Read more]

Shameless Media’s new ‘Inherited’ podcast is changing up a ‘saturated’ space

Shameless Media’s new podcast, Inherited, releasing this week, aims to shine a new light on Australian talent and in doing so, also shines a new light on a tried and tested format. 

The Shameless Podcast, hosted by co-founders of the women’s media company, Zara McDonald and Michelle Andrews, used to conduct typical interviews with Aussie talent that is still seen to this day across all major popular podcasts.

“In 2021, we realized we were tiring of the format on Shameless,” McDonald told Mediaweek.

“However in the time since then, Michelle has been at me to get back to it, but if I’m honest, I’ve always found the interview space quite saturated.

“I think the reason we stopped doing interviews is because in Australia, it’s quite a small pool of talent, you’ll often see a similar person, maybe on a publicity tour, doing a lot of the same shows.

“I thought, if we’re going to bring back interview content, we need to be bringing it back with an idea and a concept that you would still listen to even if the person has been interviewed 100 times. 

“We want it to feel like you’re getting something different, and that’s what Inherited is.”

Inherited is based on the premise that what one inherits in life is so much more than money, and no matter what stage in life you are, one has already inherited so many things.

[Read more]

One of the big success stories of GfK radio ratings Survey 6, 2024 has to be Nova Entertainment’s Smooth FM.

In a strange universe that surrounds “old media” broadcast ratings, TV and radio. The worse you perform the more you get written about.

That means many of the success stories tend to get overlooked. Not here. Not this week.

It’s now just over 12 years since Nova Entertainment’s programmer Paul Jackson and former marketing guru Tony Thomas launched the Smooth brand. At the time Thomas was considered ambitious for sharing with Mediaweek what it turns out were pretty conservative ratings goals.

This week Smooth FM continued its strong ratings run. Along the journey the brand has often been a market leader in Sydney and Melbourne. It’s done a pretty good job on a national rollout too via DAB+.

Smooth FM Survey 6, 2024 highlights

Smooth FM 91.5 is the #1 FM station in Melbourne with an 11.0% share
Smooth FM 95.3 is Sydney’s most popular station with 1,288,000 (cume) and the most listened to station in Australia
Smooth FM Adelaide is the most popular DAB+ radio station with 44,000 listeners (cume), an increase of 8,000 listeners
Smooth FM Perth is the most popular DAB+ station in Perth with 81,000 listeners (cume)
Smooth FM Brisbane is second the most popular DAB+ station in Brisbane with 65,000 listeners

Smooth FM’s Peter Clay

Head of Smooth FM network programming Peter Clay told Mediaweek they are all about consistency. This week’s success continues their long run.

“We’ve been here before, we’ve had number ones in Melbourne, we’ve had number ones in both Sydney and Melbourne at the same time.”

The station’s first #1 came three years after launch in Melbourne, then five years after launch Smooth swayed gently with #1s simultaneously in Sydney and Melbourne. “That happened again 2018-19.”

With Gold 104.3 a victim of the unrest in the Melbourne market, Smooth has pushed back to top spot with share.

“We’ve always talked about consistency. We’re in a very good position leading into the latter part of this year, and it’s a credit to the team that work on and off the air.”

Clay noted one incorrect perception about the brand. “People think Smooth is a very easy radio station to put together.

“At Smooth, we run five independent logs, it is localised. There are local breakfasts for each market. Across the day the announcers might be based in Sydney or Melbourne, but each station gets an individually customised show.

Smooth FM’s Ty Frost

“It is not networked out of one station. Ty Frost, Simon Diaz, and Byron Webb across workday and drive do five individual breaks a lot of the time for the individual markets. It is an incredible job they do.”

There are success stories all over the Smooth dial. In evenings let’s not forget Cameron Daddo who is #1 FM in Sydney and Melbourne. When he’s not working for Smooth he’s working for Luxury Escapes. Daddo is hosting a golf tour in Vietnam shortly too. “He’s living his best life,” said Clay.

Smooth breakfast in Sydney and Melbourne

“Mike Perso (Melbourne) and Bogart Torelli (Sydney) are iconic people in the radio industry.

“They love the industry, they love the profession, and they really do put an effort into their broadcasts. Mike Perso is Melbourne. He knows every part about Melbourne. Bogart represents Sydney and creates an atmosphere that people love. The ratings for both show how much people love them.

“Their breakfast shows are clutter-free. They are consistent on air, people know what to expect, and they love that they can get into the car and not just have noise or shouting or a barrage of politicised messages and opinions.”

National brand via DAB+

“We treat our DAB+ licences like real radio stations. A lot of the success is due to the dedicated Smooth Player app too. People get into their cars and can easily stream via the app.

“People are recognising the Smooth brand and putting us on in shops, a continuation of how we first started, in taxis and Ubers.”

Clay laughed and said that if he and is colleagues get into a taxi or an Uber and they are not playing Smooth, they are by the end of the journey.

As to what’s ahead, Christmas is just around the corner! “We created a property last year called Christmas Wishlist,” said Clay.

“We’ve just started it on air now for this year. This is one of those times that I am actually extremely proud and lucky to be heading up a radio station that is doing a tactic like this where people can turn around and nominate the most simplest of things.

“Last year we helped a mum get a cubby house for their kids. With $100,000 Smooth Christmas Wishlist, break down cash we give to people into various amounts. Maybe even just $300 or $400, for an expense that just helps people out.”

See also:
Complete coverage of radio ratings for Survey 6, 2024 in Sydney, Melbourne, Brisbane, Adelaide and Perth.
Every commercial station in every market.

Nielsen has released its most recent Ad Intel and Consumer & Media View (CMV) data on the finance industry in Australia, as the sector ramps up ad spending by 9%, year-on-year.

The Commonwealth Bank was the top advertiser for the sector, followed by ANZ and Westpac.

While Australia’s top financial brands overwhelmingly invest in ads to promote their services, on average, corporate sponsorships are the second biggest ad investment, followed by superannuation products, home loans, debit and credit, and personal banking services.

Close behind are business banking services, followed by real estate investment offerings, managed funds, and e-banking products.

Additionally, Nielsen Consumer & Media View (CMV) data shows that 1.4 million Australians are currently looking to switch super funds, while 2.9 million are considering changing banks. 34% of them say it’s because of high fees, 33% want better interest rates, and 21% plan to do so because of poor service.

Rose Lopreiato, Nielsen Ad Intel’s Australia commercial lead, said: “In a highly competitive market like financial services, understanding where and how much your competitors are spending on advertising is crucial.

“Nielsen’s Ad Intel data reveals that ad investment in the finance sector surged by 9% year-on-year, with top brands like Commonwealth Bank, ANZ, and Westpac leading the charge. With $610 million invested across platforms, TV, General Display/Video, and Social Media emerged as the top three ad mediums.”

Last month, Neilsen CMV revealed the Australian automotive industry has seen an 8% year-on-year rise in ad spend, growing to $690 million for FY 2024.

The increase in automotive advertising was driven by strong investment from the sector’s key players, as reflected by the list of Top 10 Ad spenders for the auto sector for FY 2024. This was led by Toyota, Hyundai, Mitsubishi, Kia, and Nissan in Fifth. In sixth was Volkswagen, followed by BMW, Mazda, American Special Vehicles, and Isuzu UTE in tenth.

See also: Drivers start their engines: Auto sector ad spend grew 8% over last 12 months says Nielsen

Optus has launched a new, integrated campaign and platform, We’re All In, emphasising its commitment to the Australian small business community.
 
The campaign focuses on the ever-growing demands on small businesses and the reality that their success is enabled by the communities that form around them.
 
Optus shows its commitment to having their backs and becoming an integral part of their support crew so small business owners can get on with running their businesses and leave the tech support to Optus whenever they need it.

In addition to the ATL campaign, Optus Business has renewed its Shark Tank partnership in 2024 and launched a strategic partnership with Smart Company.

“When we say we’re all in’ it’s much more than an advertising line. It’s a commitment we’re making to our small business customers,” Alexandra Sloane, senior director, marketing, enterprise and business at Optus, said. “We’ve done a huge amount of work behind the scenes to create a more seamless experience for our customers.”

“We continue to make huge strides with our award-winning network, and we’ll continue to invest in our FutureFit program aimed at providing small businesses with the necessary digital skills they need to thrive. So, when we say ‘we’re all in’ for small business, we really mean it.”

Darren Wright, group creative director of Emotive, said: “There’s a lovely truth in the help and support small business owners need to run a small business. From friends, family, partners and business experts like Optus all leaning in, lending a hand and being there when they’re needed most.

“We wanted to bring that story to life with some warmth and understanding that will hopefully engage the small business community.”
 
The Emotive campaign is rolling out nationally across TV (30” & 15” assets), OOH, Digital, Social, owned assets and in retail stores from 29th September. Shark Tank returns to air mid-October, and integrated Business content is rolling out with Smart Company throughout the year.

Credits
Client: Optus
Senior Director Marketing, Enterprise & Business: Alexandra Sloane
Associate Director Enterprise & Business Brand: David Hustwit

Creative: Emotive
CEO & Founder: Simon Joyce
Managing Partner & CSO: Michael Hogg
Client Service Director: Andrea Dalton Doran
Senior Account Director: Zoé Hartas
Strategy Director: Gerad Petherbridge 
Group Creative Director: Darren Wright
Senior Creative Director (Art Director): Paul Sharp
Creative Director (Copywriter): Kat Topp
Head of Production: Hayley Ritz-Pelling
Post Production Manager: Rebecca Love Williams
Senior Producers: Michael Hollis & Cate Hartmann
Senior Editor: Sam Gadsden
Head of Design: Daniel Mortensen
Designer & Animator: Eunice Nie

Production: Good Oil
Director: Adam Stevens
Line Producer: Catherine Warner
Executive Producer: Sam Long
DOP: Crighton Bone
Production Design: Jeremy Fuller
Casting: Stevie Ray at McGregor Casting
Post Production: Arc Edit 

Sound Studio: Electric Sheep Music 
Music Composition: Resonance / Massive Music

Seven has appointed Erin Edwards as Brisbane and Gold Coast news director, effective 2025. 

Reporting to Seven Network’s director of news and current affairs and Seven West Media editor-in-chief Anthony De Ceglie, Edwards will be responsible for the editorial and managerial leadership of the Brisbane and Gold Coast newsrooms.

Queensland-born Edwards is a Walkley Award-winning journalist and will return to Seven from Network 10, where she has been executive editor, 10 News Queensland, since June 2023. Before that role, she spent 22 years as a senior journalist with Seven in Mackay, Townsville, the Sunshine Coast and Brisbane.

Edwards’ appointment follows the appointments earlier this year of Sean Power as Seven’s Sydney news director, Mark Mooney as Adelaide news director, Chris Salter as Melbourne news director, Gemma Acton as national director of news operations, Gemma Williams as executive producer of 7NEWS Spotlight, Jake Lyle as Sunrise executive producer, Holly Fallon as Weekend Sunrise executive producer, and Natalie Wolfe as editor of 7NEWS.com.au.

De Ceglie said: “Erin is a proven leader whose heart never really left Seven. She’s a first-class team player and decision maker with impeccable news judgement and a real will to teach and develop all staff. She started at Seven Queensland out of university and then moved to Seven Brisbane, where she got a name as an elite police reporter and all-rounder with impeccable writing and presenting standards.

“7NEWS is an integral part of the lives of the community in Brisbane and the Gold Coast and I can’t wait for Erin and the team to take it to even greater heights.”

Edwards said: “I am thrilled to return home to 7NEWS Brisbane and Gold Coast and lead Queensland’s best news team.

“I was a teenager when I first walked into a Seven newsroom as an intern. I grew up within its walls and over two decades shared some of this state’s biggest stories. I can’t wait to tell more.”

The TikTok Ad Awards have returned to celebrate the impactful, authentic, and creative Australian campaigns.

Entries for the awards are now open, along with a new category, the Greatest Small Business Award, celebrating Australian SMBs.

The awards celebrate clients and partners that have delivered groundbreaking results through high-performing paid ad campaigns on TikTok, recognising leaders who are inspiring creativity and bringing joy to our community.

“Whether it’s for an SMB, an established Australian brand, or a new disruptor entering the market, TikTok is the home of effective marketing campaigns that help brands connect with consumers and grow their business,” said Brett Armstrong, general manager of global business solutions for Australia and New Zealand at TikTok.

“Our new category, the Greatest Small Business Award, celebrates the 350,000 small businesses of all shapes and sizes on TikTok that are making a significant impact through paid advertising. Our partners continue to push the boundaries of creativity, delivering outstanding campaigns, and I’m excited to see the quality of entries this year,” Armstrong added.

Brett Armstrong, GM global business solutions ANZ, TikTok Australia Ad Awards 24

Agencies, brands, partners, and small businesses can now submit their entries across five categories. Shortlisted entries will be announced in January 2025, with the winners crowned at our awards evening in Sydney on February 19, 2025.

Categories include, Greatest Creative Campaign, Greatest Brand Effectiveness Campaign, Greatest Small Business, Greatest Performance Campaign and Greatest For Good Award.
 
Entries can be submitted via the TikTok Ad Awards website and close at 11:59pm AEDT on November 14, 2024. Eligible campaigns must have run for any period of time between October 1, 2023, and September 30, 2024.
 
Last year, TBWA Sydney took home the top honours as the creative agency of the year at the first-ever TikTok Ad Awards Australia, while Wavemaker clinched the title of Media Agency of the Year.
 
The creative agency was awarded for consistently going “above and beyond and is never shy about using the power TikTok has as a platform to craft innovative and award-winning campaigns that drive results for their clients.”
 
See also: TBWA Sydney wins creative agency of the year at inaugural TikTok Australia Ad Awards

Canberra Radio Ratings GfK Survey 3
Survey Period: Sun Apr 28 to Sat Jun 22 & Sun Jul 21 to Sat Sept 14

UP: MIX 106.3 +4.3

MIX 106.3 22.2% (17.9%)

ARN’s MIX 106.3 is still Canberra’s top commercial network, rising 4.3 points for a 22.2% share.

The breakfast slot with Kristen and Nige remains the top breakfast show in the region rising 4.3 points. They currently hold a 21.1% share. Mix 106.3’s mornings with Nige have also rised, now with a 24.9% share, lifting 4.8 points. In the later part of the day, Drive experienced a lift of 3.3 points to reach a share of 23%, and remains Canberra’s top overall drive program. 

The station dominates among the 18-24, 40-54, and 55-64 demographics.

HIT 104.7 13.2% (13.9%)

SCA’s Hit104.7 dropped 0.7 points this survey for a share of 13.2%, while dominating the 25-39 demographic with a 37.1% share, rising by 2.2 points. 

The network’s strongest program was Hit104.7’s Afternoon slot with a 15.4% share.

Breakfast with Wilko and Courts rose 1.4 point for a 14.5% share.

2CA 6.5% (5.5%)

2CA rose 1 point but still placed third among the commercial networks. The network had the strongest hold on the 55-64 demographic with a 12.6% share, rising 5.2 points.

2CA’s breakfast show, The Classic Breakfast with Holmsey & Gemma, was down 0.2 points for a share of 5%. 

2CC 5.2% (3.6%)

2CC rose 1.6 points to reach a 5.2% share. The Morning slot performed the best for the network with a 8% share. The station’s strongest demo was 65+ with a 12.8% share.

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Public relations and communications professionals in Australia are increasingly overwhelmed by how quickly work is changing, according to new research from LinkedIn.

From a survey of over 2,100 professionals, the network platform found that 91% are searching for more guidance and support than ever before – higher than the national average of 63%.

The rapid pace of workplace change has left nearly three-quarters (73%) of comms workers worried about being left behind in their careers, compared to the national average of 47%. 

PR and comms professionals are the most affected among all industries in feeling overwhelmed by the pace of workplace change, with 71% of PRs unsure how to cope with how quickly their job is changing (national average: 40%). 

The biggest workplace challenges Australian workers currently face include struggling to keep up with developing new skills (25%), advocating for personal needs with their managers, such as requesting flexible working arrangements or training (25%), and proving their value amid the rise of AI in the workplace (25%).

The networking platform’s data has also revealed a 123% increase in posts mentioning flexible work* over the past two years, which continues to be top of mind as more companies evolve their work from home policies. 

Professionals recognise experience alone is no longer enough

Most Australian professionals (58%) acknowledge that experience alone is no longer enough to help them navigate the changing workplace (74% for those in PR/comms). 38% of survey respondents say continuous learning is critical in  helping them stay ahead, and 44% say they need guidance on the skills needed to navigate the evolving landscape. 

At the same time, just 46% feel they can rely on their manager to help them navigate periods of change in their job, only 46% think their company’s leadership is helping them keep pace with changes, and 35% are unsure what information to trust about career growth, highlighting that today’s workers need more help finding their path forward than ever before.

Searching for solutions to stay ahead

Professionals are turning to LinkedIn for the knowledge and skills to help them adapt to the rapid changes in the workplace. With expert insights, AI-powered coaching, and real-time news, LinkedIn has the tools they need to stay ahead. The use of LinkedIn Learning courses designed to build AI aptitude has spiked 117% over the last year among non-technical professionals.

Cayla Dengate, LinkedIn career expert, said: “With constant changes in the workplace, such as how to use AI tools and adapting to hybrid work models, it’s no surprise that many professionals feel overwhelmed and worried about being left behind.

“It will be important for workers to stay informed, upskill and continuously learn. Taking these small steps will help workers build the confidence needed to thrive in this evolving environment. Try to embrace change with an open mind, be adaptable and take charge of your career development.”

LinkedIn Career Expert tips for adapting to change and staying ahead:

1. Stay on top of change: Topics like AI and hybrid work are changing constantly. By staying up-to-date with the latest news and insights from trusted experts, such as LinkedIn Top Voices, you can better understand how these developments impact your daily work and what they might look like in the future. Staying current can prevent overwhelm and help you feel in control.
2. Adopt a growth mindset: Change is hard and it’s OK to feel nervous, but try to approach the process with an open mind. With a willingness to learn, you can build knowledge in areas that will make navigating change easier. Take AI, for instance. Practicing prompt writing or using AI to take meeting notes will make it easier to use these tools in the future. LinkedIn has unlocked a series of Learning Courses such as Building an Adaptability Mindset in the Age of AI for free until 25th November 2024 and is also offering two complimentary professional certificates on Gen AI until the end of 2025.  
3. Embrace bite-sized learning: Find easier ways to acquire new skills and knowledge so continuous learning feels more manageable. Professionals find short-form video the most helpful and engaging when looking for information (44%) – and it’s rapidly growing on LinkedIn, with video uploads up 34% year-over-year. 

–

Top image: Cayla Dengate

Snowflake, the AI Data Cloud company has announced OzTAM will leverage Snowflake Data Clean Rooms for its VOZ Streaming data enablement solution.

VOZ Streaming will make advertising in the BVOD era more personalised than ever before, combining anonymised viewer data from the major commercial networks’ BVOD offerings (7plus, 9Now, 10 play and SBS On Demand) into one common OzTAM dataset within a cross-cloud environment.

Data clean rooms allow organisations to unlock the value of sensitive data by anonymising, processing, and securely storing personally identifiable information (PII), which enables joint data analytics, machine learning, and AI.

In Australia, this means helping organisations maintain compliance with the Privacy Act. Snowflake’s Data Clean Rooms is a controlled environment that allows multiple companies to securely collaborate on sensitive or regulated data, while preserving the privacy of the enterprise data.

Snowflake was selected by OzTAM to hash and anonymise the data of users from each participating BVOD provider within the VOZ Streaming data enablement service.

From there, advertisers can target precise personas – specific demographics based on age, gender, and viewing behaviours – to more accurately place advertisements in front of viewers regardless of the BVOD channel they are watching, when they are watching it, or the device they are using.

“A data clean room was essential to protect the privacy of viewers, help the networks ensure data security and enable a brand safe, privacy preserving environment for advertisers,” said Karen Halligan, CEO, OzTAM.

“Snowflake Data Clean Rooms’ easy integration with our groundbreaking premium data enablement service for BVOD programmatic ad trading is another milestone in the progression of VOZ. Data governance was non-negotiable, and following a thorough tender process, Snowflake demonstrated the best approach.”

VOZ Streaming leverages the same programmatic auction model in which advertisers bid on advertising spots through a third party. However, for the first time in Australia, advertisers can now precisely target BVOD viewers across different broadcasters.

Snowflake Data Clean Rooms will allow for personal data to be shared across broadcasters and between agencies without sharing names, ages, email addresses, or any other PII. The clean room provider has full control over the environment, while approved partners can get a feed with anonymised data.

“OzTAM’s VOZ Streaming service will help broadcasters and advertisers unlock the full potential of streaming via BVOD, enabling advertisers to engage with the right audience at the exact time they’re viewing,” said Theo Hourmouzis, vice president for Australia and New Zealand, Snowflake.

“This complete reimagining of BVOD advertising is made possible through Snowflake Data Clean Rooms as they protect viewer privacy while enabling personalisation on a scale previously thought impossible.”

Havas Red has rebranded to Havas Pink for the month of October to raise awareness of breast cancer.

Across all communications from email, LinkedIn and Teams, and coordinate initiatives designed to raise funds and awareness to support its long-standing client partners: National Breast Cancer Foundation (NBCF) driving world-class research in breast cancer; Siemens Healthineers advancing mammography technology and leading oncology pharmaceutical companies.

James Wright, Global CEO Havas Red and CEO of Havas Creative Network Australia, said: “As a leading PR, social and experiential agency, HAVAS Red has a proud history of making a meaningful difference to Australian audiences through our clients, partners, and own community initiatives by challenging the status quo and creative purpose driven change. Our agency has been proudly supporting the cause for over a decade, as it is very close to our hearts.”  

Associate professor Cleola Anderiesz, CEO of the National Breast Cancer Foundation, said: “The National Breast Cancer Foundation’s focus on realising its vision of Zero Deaths from breast cancer is as important as ever. We want to ensure that a diagnosis of breast cancer doesn’t lead to a death and research is key to achieving this.”

“On behalf of everyone at the Foundation and all the women and men affected by breast cancer, thank you to all the staff at Havas. The Havas Village partnership and this month’s Havas Pink initiative makes a huge difference in elevating the awareness and need for breast cancer research.”

While there has been great progress in breast cancer, from awareness and research to survival rates, the incidence continues to increase. One in seven women and approximately one in 550 men are expected to be diagnosed with breast cancer in their lifetime and we lose 9 Australian lives daily.   

Nicole Phillips, managing partner – Health and Wellness, Havas Red said: “As an agency, we thrive on working on meaningful projects that have a personal impact on our team and the broader community.”

“HAVAS Red has been a long-time partner with the National Breast Cancer Foundation. Our team continues to provide ongoing communications counsel including campaign development and earned and social media support, from championing the latest breast cancer research and sharing the lived experience of women and men impacted by breast cancer.

“This year for breast cancer awareness month, we’re excited to launch our integrated campaign – ‘Together let’s make Zero Deaths from breast cancer possible,’ through owned, earned, digital and OOH channels,” Philips added.   

oOh!media and its creative and innovation hub POLY, has launched an activation for the new film Joker: Folie à Deux, which hits Australian cinemas today.

Located at Melbourne’s Flinders Street Station, the special build station domination is designed to immerse commuters and Joker fans in the world of the musical psychological thriller starring Joaquin Phoenix and Lady Gaga.

A key element of the activation is a set of physical 3D stairs that flare out at the bottom and taper at the top to align with a wall decal that creates an eye-catching perspective of illusion.

The stairs offer an exciting photo opportunity for travellers, allowing them to pose on the iconic Joker stairs to capture the moment.

The activation also includes floor decals positioned in front of four consecutive digital panels, along with two additional floor decals near the ticket gates to maximise visibility and impact.

oOh! and POLY worked with media agency EssenceMediacom and Warner Bros to bring the station domination to life.

The Flinders Station takeover comes off the back of oOh!media launching its 3D out-of-home campaign with ANZ falcon taking flight in an unprecedented nationwide multi-format digital execution. 

Running across more than 2,100 full-motion digital out of home media company’s screens in five environments – Retail, Rail, Fly, Office, and Study – it marks the first time any advertiser has delivered a mass-reach, scalable 3D OOH campaign anywhere in Australia. 

Timed to coincide with Cyber Security Awareness Month, the campaign for ANZ’s fraud detection and prevention technology follows the ANZ Falcon activation on out of home media company’s iconic 3D Anamorphic site ‘The Bourke’ in Melbourne early this year. 

Scalable 3D OOH executions leverage depth and full motion to drive creative impact, higher engagement, brand reputation and consideration compared to other OOH formats. With 41% of the return on investment in OOH attributed to the creative, ANZ’s investment reflects the impact of high-quality creativity in driving brand fame and impact.

See also: oOh!media launches 3D out of home campaign with ANZ Falcon

Forty Winks and creative agency Bursty have staged a cheeky response to Ikea’s 24-hour sleep billboard activation at Circular Quay where Australia’s worst sleeper, Jack Ngu, was inside and living an entire 24-hour day and night in a glass-sided box on display to passers-by on Sydney Harbour.

The Australian bed company sent a ‘friendly-neighbourhood-sleep-advisor’ named Theo to visit Ngu at his glass box to offer him advice on his sleeping situation.

Footage of the moment then shows the Forty Winks team being moved off the area with the mattress. Instead, the company returned with a team of sleep advisors offering a helping hand at the activation.

Theo

Pancho Gutstein, CEO of Forty Winks, said: “For forty years we’ve been helping Aussies get their best sleep, so when we heard Australia’s worst sleeper was going to be spending some time in Sydney this week, we felt it was our responsibility to pull the team together and help a mate out. We’re serious about sleep… and a having bit of fun too.”

“Mate, if you read this, say goodnight to restless nights and email me at [email protected]  – we’ll get you sorted,” Gutstein added, directed at Ngu.

James Ward, creative director at Bursty, said: “The opportunistic activity created in conjunction with Forty Winks creative agency Bursty focused on ensuring Australia’s worst sleeper had everything they needed to get the best night’s sleep. The idea was about playfully helping the worst sleeper in a Forty Winks way.”

 

 

 

 

 

 

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A post shared by Forty Winks (@fortywinksaustralia)

Credits
Client: Forty Winks
CEO: Daniel “Pancho” Gutstein
Head of Go To Market: Bridget Hanson
Brand & Media Manager: Kate Roscrow
Creative Agency: Bursty
Creative Director: James Ward
Creative Director: Adrian Goold
Managing Director: Richie Butterworth
Group Account Director: Scott Broekhuyse
Head of Digital and Content: Ryan Earles
Account and Social Media Director: Luke Shelley
Account Director: Emma Minde
Videographer: Jess Elder
Senior Account Manager: Xavier Cordier

Only 30% of Australian businesses have buyer personas and audience insights for all their stakeholder groups, while 49% have access to global insights only, not the Australian market.

The new report from strategic communications agency Sefiani, part of Clarity Global, found that Australian businesses struggle to keep up with rapidly evolving stakeholder expectations.  

Sefiani’s 2024 Communication that Matters Report, Reputation Relevance: Evolving the Corporate Self, features data from a study of 100 Australian marketing and communication leaders with ‘senior manager’ job titles and above, undertaken by global research firm Censuswide.

Overemphasis on financials, ignoring broader audiences

Sefiani’s report noted that while 93% of respondents have updated the way they execute on their brand purpose and mission to reflect changing stakeholder needs, the research shows many are doing so without insight into what those needs actually are. The research revealed that 48% prioritise investors and C-Suite leaders as their primary communications stakeholders, with only 18% prioritising customers, 5% the community, and 2% employees/future talent. 

Alongside new data, the report features award-winning case studies, and expert commentary from Australian communications leaders at IKEA, Docusign, and the Parramatta Eels National Rugby League Club. 

Patricia Routledge, country communications manager of IKEA Australia and New Zealand, said: “At IKEA, our business idea and vision has been the same for nearly a century, but our positioning and how we drive impact against our vision is driven by local insight. We apply this process to our products and business model in the local environment, as well as our advocacy work.

“With the latter in particular, we apply a toolkit rooted in our vision to identify the local causes most relevant to our brand. This process involves significant research, using focus groups; media, social and political analysis; an internal audit of policies; an exploration of how the issue impacts coworkers; and consultation with NGOs, experts and academics.”

Mandy Galmes and Robyn Sefiani

Key drivers of change: technology, sustainability and economic instability 

58% of Australian marketing and communications leader respondents said technological change is a driving factor behind why they have changed, or are currently changing, the way they execute on their brand purpose and mission. This is followed by sustainability/climate change considerations and economic instability (both 41%).

There is then an expectation that purposeful services executed by the business generates increased sales (41%), investment (35%) and positive stakeholder feedback (31%).

“Ignoring changing customer needs can negatively impact long term performance,” said Mandy Galmes, managing partner ANZ at Sefiani.

“How can a brand’s products and services remain relevant if they don’t know what current and evolving stakeholder needs are? By using up-to-date, local insights to drive purposeful products and services stakeholders want, delivered in a way that stakeholders expect, businesses can build stronger reputations, boost financial performance  and achieve long-term success.”

Implications for reputation and trust

Robyn Sefiani, president ANZ and reputation counsel at Sefiani said: “In the past year alone, we’ve seen examples of misalignment between purpose and action significantly impacting  corporate and brand reputations.”

“Reputation is arguably a company’s most valuable asset. Without genuine stakeholder insights, Australian businesses risk disconnecting from their audiences, potentially eroding trust. Companies must demonstrate an understanding of their stakeholders’ needs and experiences to tangibly support them into the future.”

The 2024 Communication that Matters Report is a valuable resource for businesses looking to build stronger reputations and achieve long-term success. 

Dentsu Creative has been appointed as the creative and content agency for Adobe’s Digital Media Business (DMe).

The creative agency will also be responsible for Adobe’s product and release marketing, as well as local campaigns for its B2B and B2C creative products and services.

Abbey Klaassen, global brand president of Dentsu Creative, said: “As a creative team that has long relied on Adobe’s products and services to imagine, create and bring digital experiences to life, this new partnership is meaningful in so many ways.

‘Potentially Amazing’, created by Dentsu Creative, was designed to accelerate its corporate transformation from ‘payer to partner’, meaning the brand isn’t just there for the rainy days but every day. The work helps members see the total range of products and benefits available to them – from travel to NDIS services – ultimately enabling them to get great value, access, and insight into their health and wellbeing.

The campaign humorously explores just how far members might go if they used their nib membership to its fullest potential. While accessing Telehealth appointments might give someone the time to try out their children’s new video game, adding another benefit, and then another, could potentially lead to something ‘amazing’.

See also: nib launches ‘Potentially Amazing’ brand campaign via Dentsu Creative

Tuesday 1 October 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s The Block recorded a total TV national reach of 1,703,000, a total TV national audience of 970,000, and a BVOD audience of 154,000.

Nine’s 9News recorded a total TV national reach of 1,903,000, a total TV national audience of 1,136,000, and a BVOD audience of 94,000.

Seven’s Seven News recorded a total TV national reach of 2,151,000, a total TV national audience of 1,347,000, and a BVOD audience of 66,000.

Also on Seven, My Kitchen Rules recorded a total TV national reach of 1,705,000, a total TV national audience of 937,000, and a BVOD audience of 83,000.

On MKR, kitchen queens Janey and Maddie hosted their Instant Restaurant but failed to dish up a royal experience, scoring 65 out of 110 placing them at the bottom of the leaderboard.

10’s airing of Taskmaster Australia recorded a total TV national reach of 902,000, a total TV national audience of 419,000, and a BVOD audience of 21,000.

People 25-54

Nine’s The Block:
• Total TV nation reach: 689,000
• National Audience: 431,000
• BVOD Audience: 94,000

Seven’s Seven News:
• Total TV nation reach: 570,000
• National Audience: 327,000
• BVOD Audience: 34,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 537,000
• National Audience: 272,000
• BVOD Audience: 45,000

10’s Taskmaster:
• Total TV nation reach: 442,000
• National Audience: 237,000 
• BVOD Audience: 14,000

People 16-39

Nine’s The Block:
• Total TV nation reach: 315,000
• National Audience: 193,000
• BVOD Audience: 55,000

Seven’s Seven News:
• Total TV nation reach: 222,000
• National Audience: 118,000
• BVOD Audience: 17,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 193,000
• National Audience: 87,000
• BVOD Audience: 24,000

10’s Taskmaster:
• Total TV nation reach: 196,000
• National Audience: 112,000 
• BVOD Audience: 8,000

Grocery Shoppers 18+ TV Ratings

Nine’s The Block:
• Total TV nation reach: 1,335,000
• National Audience: 775,000
• BVOD Audience: 123,000

Seven’s Seven News:
• Total TV nation reach: 1,744,000
• National Audience: 1,100,000
• BVOD Audience: 53,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 1,386,000
• National Audience: 770,000
• BVOD Audience: 67,000

10’s Taskmaster:
• Total TV nation reach: 679,000
• National Audience: 312,000 
• BVOD Audience: 17,000

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.