Real-time media monitoring provider Streem has released its list of the biggest stories of 2024, analysing what a year it has been in news media.

The US Presidential Election was the most covered event in the top spot, mentioned 996,659 times. Australian outlets closely tracked the high-stakes race, from the drama of the primaries to the pivotal Presidential debates. The assassination attempt on then-candidate Donald Trump captured global attention, as did Joe Biden’s decision to bow out of the race, endorsing Kamala Harris as the Democratic nominee. This mix of political intrigue and unprecedented events kept the election firmly in the spotlight.

Following closely was the regional conflict in the Middle East, which amassed 766,943 mentions. Coverage was heavily focused on the humanitarian crisis in Gaza and broader narratives around the Arab–Israeli conflict. The escalating violence and its far-reaching implications remained a key focus for Australian media throughout the year, reflecting the ongoing global significance of the situation.

The 2024 Paris Olympics provided a rare moment of unity and celebration, generating 197,380 mentions. Coverage spanned the trials earlier in the year, but the games themselves in July and August dominated the conversation, with 161,611 mentions during that period alone. Australia’s athletic triumphs and the broader spectacle of the games offered a welcome distraction from heavier news topics.

Economic concerns also made their mark, with interest rates and inflation coming in as the fourth most-covered issue, mentioned 173,363 times. The Reserve Bank of Australia’s interest rate decisions, alongside rising inflation, were regular points of analysis and criticism. Each rate announcement prompted widespread discussion, highlighting the pervasive anxiety over the cost of living.

Meanwhile, the ongoing Russia-Ukraine War continued to capture media attention, with 161,244 mentions. Australian coverage focused not only on updates from the battlefield but also on the Albanese Government’s record $250 million military aid package, sparking a national debate about Australia’s role in the conflict.

Domestically, the Federal Budget and accompanying tax cuts were another major focus, mentioned 141,272 times. Coverage peaked in May, with the budget announcement dominating the news for consecutive weeks. These discussions often intertwined with broader economic narratives, reflecting their centrality to Australian political life.

Next, the disappearance of Samantha Murphy resonated deeply with audiences, generating 108,076 mentions. Media coverage chronicled the investigation and eventual trial, drawing widespread public interest. Similarly, Julian Assange’s return to Australia after years of legal battles became a significant story, with 106,579 mentions. His homecoming on June 26 marked a peak in coverage, as it reignited debates over press freedom and justice.

The tragic murders of Luke Davies and Jesse Baird in February also gripped the nation, with 87,815 mentions, most of which occurred in the two weeks following the incident. The shock and sadness surrounding the case highlighted the public’s sensitivity to such crimes.

Rounding out the most-covered topics was the renewed debate over nuclear power in Australia. Sparked by Opposition Leader Peter Dutton’s controversial policy announcement in June, the topic generated 68,386 mentions, with intense focus during a two-day period when it was discussed over 8,000 times per day.

“International geo-political issues dominated the news agenda this year, with the US Presidential election, continued conflict in the Middle East and the war between Russia and Ukraine all featuring in the top 5 most covered of the year,” Lauren Jefferies, head of insights at Streem, told Mediaweek.

See the top 10 most prolific CMO’s for 2024 here.

Mediaweek Morning Report: Sign up here for the most important media, marketing and agency news delivered to your inbox every day

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

Paul “Fatty” Vautin is retiring from Channel 9, marking the end of a 33-year career at the network.

Known for his wit, warmth, and passion for rugby league, Vautin leaves a legacy of countless live sports commentary and entertainment hostings that created unforgettable television moments.

Following his playing career where he represented Australia and captained his beloved Queensland Maroons and Manly Sea Eagles, including a premiership in 1987, Vautin began his broadcasting career at Channel 9 in 1991 on the Midday show alongside Ray Martin, Derryn Hinch and Kerri-Anne Kennerley, where he co-hosted a weekly sports segment with former cricketer Simon O’Donnell.

Jenni Dill and Martin Brown

The Australian Association of National Advertisers (AANA) announced a renewed board with Jenni Dill appointed chair of the board as Martin Brown steps down from the role.

Brown reflected on his tenure and said: “I’m incredibly proud of how far AANA has come, the value we are delivering to our members and the impact we are having on the industry. This was made possible through the trust of our members, the dedication of the AANA team and the support of our board. I am confident that AANA will soar to new heights with Jenni Dill at the helm.”

Dill thanked Brown for his leadership and said: “Martin has made an incredible contribution to AANA and the industry. We cannot thank him enough for leaving the AANA in such a strong position as the leading marketing industry body in Australia. I’m both honoured and excited to step into this role and lead our efforts in supporting and championing Australia’s marketing community.”

After 15 years as a co-host, ABC News Breakfast‘s Michael Rowland is leaving the program.

The broadcaster revealed his departure Monday, saying he was taking a long break, but assured he would return with the ABC later in 2025.

Friday, 13 December will be Rowland’s last day on air. Rowland started at the ABC over 35 years ago and has co-hosted News Breakfast since 2010.

“I will miss the fabulous Brekky team, but I will miss our viewers even more. I am intensely proud of helping build the News Breakfast audience over the years. Thank you all sincerely for entrusting me with your mornings,” he said.

Angela Robinson

Publicis Sapient has appointed Angela Robinson as country managing director (MD) for Australia, based in Publicis Sapient’s Melbourne office.

Robinson’s appointment reflects the importance of Australia for Publicis Sapient’s continued global growth. The digital consulting company’s deep expertise in digital innovation and artificial intelligence (AI) solutions directly supports the country’s digital business transformation goal to become a world-leading digital economy and society by 2030.

As managing director for Australia, Robinson will play a strategic role in driving business growth in Australia, as well as managing the operational business and community.

 The Brag Media, Australia’s largest creator of premium youth content and events, has announced Neil Griffiths as the new Editor-in-Chief of Rolling Stone Australia.

Griffiths will quit his current role of Managing Editor at trade media website Mumbrella to join the iconic music brand in January 2025.

Griffiths has more than a decade of experience in media and entertainment across print, online, radio, TV and podcasting.

He has worked both in Australia and New York across a variety of platforms and hosted music and entertainment podcast The Plug. He was previously Head of Online News and Content at themusic.com.au.

[insert Jack’s pic]

The Brag Media has also confirmed it will strengthen its commercial leadership team with the promotion of Jack Castles to Head of NSW Partnerships.

Castles will assume responsibility for the strategic oversight of the NSW client portfolio and oversee the management, development and growth of partnership opportunities in the state, reporting directly to Batoul Peters, Head of National Partnerships.

Castles joined The Brag Media as Partnerships Manager in June 2023 and has driven impressive commercial growth.

Pearman Media has welcomed Katy Lozancic as general manager.

Lozancic brings a wealth of global knowledge and leadership to the independent media agency team with her extensive experience in both the independent and agency sectors.

Her background includes a long tenure at Group M Australia, where she served as a client lead and general manager of MediaCom and managing director of Maxus.

Dominic Pearman, managing director of Pearman, said: “Having someone with the calibre of Katy is exactly what we need. Katy’s experience in navigating the complexities of Independents and Network agencies makes her a perfect fit for our culture and values.

“Her proven track record in driving growth and innovation within global network media agencies will also be invaluable as we are on a significant growth journey.”

Mike Byrne

ARN has let go of Mike Byrne, content director for WSFM, following the station’s milestone achievement of reaching the coveted number-one spot in the most recent radio survey. Byrne’s exit marks the end of a significant chapter for the Sydney station, which he has led since January 2020.

The news follows ARN’s announcement that WSFM will be rebranded as GOLD101.7 in January 2025.

ARN confirmed the news today with Mediaweek in a statement acknowledging Byrne’s instrumental role in WSFM’s success. “Mike leaves having achieved the milestone of taking WSFM to number 1 overall for the first time since it converted to FM,” the statement read. “A loyal and passionate member of the ARN family, we sincerely thank Mike for his outstanding contributions.”

Orchard has appointed Anne Ngo to the newly created role of head of customer growth and martech.

In her new role at the creative technology agency, Ngo will be responsible for driving Orchard’s martech offering across both its consumer and healthcare divisions, as well as innovating across customer experience, data, and martech.

Ngo has over 15 years of global experience in customer growth, lifecycle marketing, and digital transformation and brings a a wealth of experience in both CX and martech to Orchard.

She joins the agency after spending nearly four years as Akcelo’s customer strategy and martech director.

Anne Ngo

Morning Glory with Matty Johns will return to SEN in 2025, marketing the host’s fifth year on air with the network.

Kicking off on Friday 7 February 2025, the show will air weekly from 9 am to midday AEST, broadcast across SEN stations including SEN 1170am in Sydney, SENQ 693am in Brisbane, and SEN 1620am on the Gold Coast, with fans being able to enjoy their favourite Friday tradition, running all the way through until the NRL Grand Final in October.

Matty Johns first joined SEN in October 2020 during the launch of the network’s 1170am band in Sydney, with the show later simulcasting into Brisbane following the inception of SENQ 693am in July 2022.

Johns’ weekly program has gone on to be a hit with both radio and digital audiences, with professional rugby league player-turned-media personality known for his unique blend of humour, insight, and a touch of chaos. Johns is ready to deliver more of what listeners love in 2025, with iconic segments like ‘Movie of the Week’, ‘Morning Glory Jeopardy’, and a host of surprises all returning.

Jack Nimble revealed a change in leadership ahead of the new year, three years since its acquisition by Sparro in 2021.

James McInnes, Adam Wise, Angus Mullane, Hayley Olsson

Co-founders Adam Wise and Angus Mullane have decided to leave the business to pave the way for the next generation of leadership and spend time with their families.

Stepping up are long-standing employees of Jack Nimble, James McInnes and Hayley Olsson. The duo have been promoted to key roles to fulfil the day-to-day leadership responsibilities of the business.

They will work closely with Sparro co-founders Morris and Cam Bryant to guide the agency strategy moving forward.

Flywheel, Omnicom’s cloud-based digital commerce practice within global marketing and sales solutions company, has appointed Mohammad Heidari Far as managing director, and Elise Luu as eCommerce director for Flywheel Australia.

The company, which has operations in the Americas, Europe, and APAC, provides a wide range of data and AI-powered commerce solutions ranging from self-service software to full-service management of digital commerce operations across more than 400 digital marketplaces, including nine of the top 10 global marketplaces and key Australian retailers including Amazon, Coles 360, Cartology, MixIn, and Uber.

“Australia represents one of the most dynamic and high-growth regions for digital commerce,” Alex McCord, CEO of Flywheel, said.

“Mo and Elise bring strong leadership, expertise, and a proven track record of success in unlocking growth for clients both globally and locally. They will be instrumental in driving value for Omnicom’s clients as we continue to expand our presence and deliver transformative commerce solutions in the region.

Jasmin Bedir, Giorgia Butler and Brendan Willenberg.

Innocean Australia CEO Jasmin Bedir has welcomed the appointment of Brendan Willenberg as the agency’s new executive creative director.

Willenberg steps into the role after Wesley Hawes exited the business in October to join 72andSunny as its new ANZ chief creative officer.

Willenberg has enjoyed a 20-year career as one of the nation’s top creatives and led some of the country’s best-known non-traditional campaigns, including “Pitvertising” for Rexona, “Losing Lena” for Code Like a Girl, “Support Acts” for Wrigley’s Extra, and “Fallout with a V” for V Energy drinks.

He has won a host of Cannes Lions, Effies, AWARD Awards, One Show and Spikes and was runner up for the Fast Company World Changing Ideas Award for Code Like a Girl’s “Losing Lena” campaign. He was named the fifth best ECD in APAC by One Show and won AWARD’s Agency of the Year in 2019 at Clemenger.

StackAdapt has appointed Alessandra Alessio as director of marketing for the APAC region.

Alessio will focus on elevating the multi-channel advertising platform‘s brand presence across the region and will lead marketing strategies to showcase the company’s full suite of capabilities and support brands navigating an increasingly complex digital landscape.

She brings just under two decades of experience in the digital advertising industry to StackAdapt and will spearhead growth initiatives across Asia-Pacific.

Alessio, who will be based in Singapore for the role, joins StackAdapt after 16 years at Google, covering B2B marketing and sales roles, focusing on adtech, measurement, and data privacy solutions.

Josh Adsett

Seven’s former chief of staff, Josh Adsett, has been appointed executive editor for 10 News First Queensland, bringing over 25 years of experience reporting on Queensland’s most significant stories.

In his new role, Adsett will helm the 5pm bulletin for 10 News First Queensland, leading a dedicated team of journalists and production crews to deliver the news that matters most to Queenslanders.

Adsett, a Brisbane native, began his journalism career in 1998 with 7 Local News in Mackay. He went on to work as a reporter, story producer, and bureau chief with 7 News Brisbane Gold Coast Bureau, and later served as chief of staff for 7 News Gold Coast.

Martin White, head of broadcast news at Paramount Australia and New Zealand, said: “Josh embodies everything we stand for at 10 News First. He’s an exceptional journalist, a skilled newsmaker, and an inspiring leader. I’m excited to see the impact he will have as we continue to strengthen our commitment to local news in Queensland.”

Andrea Van Unen-Smith

Senetas Corporation has appointed Andrea Van Unen-Smith as chief marketing officer.

In the role, Van Unen-Smith will oversee Senetas’ marketing and public relations focusing on aligning with key industry narratives, including the impact of quantum computing on cybersecurity.

Van Unen-Smith brings a wealth of experience to the Cybersecurity and secure networking solutions company, with over two decades in technology marketing and communications, including roles at Juniper Networks, Palo Alto Networks, and UiPath.

Her expertise in driving comms strategy across cybersecurity, networking, and automation, makes her an ideal leader to drive Senetas’ next stage of growth. Throughout her career, she has been instrumental in shaping marketing initiatives, developing impactful campaigns, and enhancing brand visibility in highly technical and competitive global markets.

Beau Ryan, Natarsha Belling and Aaron Woods have been named the new breakfast hosts of 104.9 Triple M Sydney after Mark Geyer was axed from the spot earlier this month.

Starting on January 20, Triple M Breakfast with Beau, Tarsh & Woodsy, brings together three fantastic local Sydney voices to engage and entertain listeners, from 6-9 am weekdays on 104.9 Triple M Sydney and LiSTNR.

Dave Cameron, SCA chief content officer, said: “In 2025, the Triple M network will continue to have a steadfast approach to locally focussed Breakfast shows across the country, hosted by much-loved local identities in each city that can connect with local audiences and clients. Sydneysiders know their city to be Australia’s most exciting, and they deserve something just as exciting, fresh and locally relevant to wake up to, instead of the tired same-same approach of other Sydney stations.”

Beau Ryan, Natarsha Belling and Aaron Woods

Southern Cross Media Group Limited (ASX: SXL) (SCA) has issued a firm response to what it describes as factual inaccuracies in a recent article published by The Australian Financial Review (AFR).

The article, focusing on SCA’s long-term contract with Australian Traffic Network (ATN), allegedly misrepresents key details about the agreement and its implications.

Allegations of a “Poison Pill”

The AFR framed SCA’s long-term traffic data sharing agreement with ATN as a potential “poison pill” discouraging whole-of-company acquisition bids. According to the publication, clauses in the $100 million deal, signed in 2016 under then-CEO Grant Blackley, could trigger a significant payment to ATN in the event of a change of control.

The report speculates that this payment, linked to the remaining contract value (approximately $89 million), could deter potential buyers. With SCA’s current market capitalisation at $126 million, such a clause raises questions about the contract’s financial and strategic repercussions.

Clarifying the ATN contract

SCA clarified that its partnership with ATN, established in February 2016, includes:

• Term: An initial 20-year period ending in February 2036, with an option for ATN to extend for an additional 10 years.
• Financials: A substantial upfront payment of $100 million by ATN, along with ongoing annual payments.
• Services: Provision of traffic reports and advertising tags for broadcast across SCA’s metro and regional radio stations.

SCA emphasised that the agreement includes provisions to address scenarios such as the potential sale of its radio stations. Crucially, however, it remains unaffected by changes in SCA’s corporate control, such as a takeover or scheme of arrangement. The company states that the AFR article misrepresented this aspect, calling the portrayal materially incorrect and misleading.

Decoupling the ATN contract from TV asset negotiations

In its statement, SCA sought to decouple the ATN contract from ongoing negotiations regarding the sale of its television assets. According to SCA, the agreement with ATN has no bearing on these discussions.

SCA also reaffirmed its commitment to transparency and regulatory compliance. Earlier this year, the company disclosed the ATN contract’s commercial terms to the Anchorage Capital Partners and ARN Media Limited Consortium during due diligence. This disclosure, conducted with ATN’s consent, was part of the Consortium’s bid to acquire 100% of SCA and break up its radio network, a scenario that would require renegotiating obligations under the ATN agreement.

As the year winds down, triple j is gearing up for an exciting 2025 with a revamped lineup that includes fresh shows, new hosts, and a heartfelt goodbye to some much-loved voices.

New shows to watch out for:

• Alt Pop Wednesdays: From 9-11 pm, a new alt-pop show will explore boundary-breaking tracks from Australia and beyond, including K-Pop, J-Pop, and more. Taiwanese-Australian indie-pop artist Tiffi takes the reins, promising an eclectic mix of fresh talent and big hits.
• Heavy Music Tuesdays: Launching in January, this new addition will air from 9-11 pm and cater to fans of heavy music. More details, including the host, are expected soon.
• Perfect Sunday: Sundays from 7-9 pm will feature chill tunes and artist-curated playlists inspired by fun questions from host Colby Robertson. Perfect for winding down the weekend or shaking off the Sunday scaries.

Hip hop gets a new voice

A.GIRL, a Western Sydney artist and triple j favourite, will take over the Hip Hop Show on Thursdays (9-11 pm). Known for her captivating storytelling and Bars of Steel performances, A.GIRL brings her deep connection to hip-hop culture to the role.

“Hip hop has always been about storytelling and connection, and I can’t wait to bring my love for the culture to triple j listeners every week,” she shared.

Farewell to familiar faces

Triple j is saying goodbye to key team members:

• Bryce Mills: After seven years, Bryce leaves his mark as a presenter of Breakfast, Lunch, and event broadcasts. His last Lunch show airs Friday, 13 December.
• Lochlan Watt: The heavy music stalwart ends his decade-long tenure as host of The Racket, with a final show on Tuesday, 10 December.
• Josh Merriel: After a decade hosting short.fast.loud, Josh and the show will move to Double J in 2025.

What’s Staying the Same?

Listeners can continue to enjoy their favourite weekday shows:

• Breakfast with Concetta & Luka (6-9 am)
• Mornings with Lucy Smith (9 am-12 pm)
• Lunch with Dave Woodhead (12-3:30 pm)
• Drive with Abby & Tyrone (3:30-5:30 pm)

Evening staples like Home & Hosed, Mix Up, and House Party remain unchanged.

Summer takeover

From 16 December, triple j’s summer programming will feature special guest hosts, including Hottest 100 winners Glass Animals and Paralympian Alexa Leary. Regular programming resumes on 6 January.

Every year the celebrities have a ball in the jungle, and this AFL star is ready to make their mark.

From the roar of the crowd to the roar of the lions, this premiership winner is a team player who’ll fit right into the pack.

Check out the clue below and keep your eyes peeled for more hints as we get closer to Sunday, 19 January.

Skye Wheatley won the 10th season of Channel 10‘s I’m A Celebrity… Get Me Out Of Here!, beating out fellow top three contestants Callum Hole and Tristan MacManus.

Wheatley is an influencer and finished third in season 11 of Big Brother Australia. During her time in camp, she never shied away from feeling the big feelings, crying, laughing, and singing her way through every mood.

Wheatley’s charity, Bully Zero, is Australia’s leading bullying prevention charity. It was begun by founder Ali Halkic after his son died by suicide after falling victim to cyberbullying. Bully Zero provides evidence-based education, advocacy, and support for all communities across Australia.

Season 10 saw Aussie darling Robert Irwin – a passionate conservationist, zookeeper, photographer, and son of Steve Irwin – join the show to co-host alongside Julia Morris.

Ahead of his debut, Irwin was named Australia’s most popular broadcast personality in the Australian Talent Index’s 2024 Top Talent Report – before the show had even aired.

Irwin, a relative newcomer to Aussie screens, took out the top broadcast talent spot, eclipsing the last report’s winner – comedian and TV personality Hamish Blake – in his debut appearance on the list.

Alongside his top broadcast position, Irwin was also voted number one broadcast talent by women and was considered the celebrity who gives the most back to the community, according to the Index.

–

Mediaweek Morning Report: Sign up here for the most important media, marketing and agency news delivered to your inbox every day

Michelle Klein, Chief Customer and Marketing Officer of IAG, prides herself and her team on “doing the basics brilliantly” while providing an innovative experience for customers.

Speaking to Nine CMO Liana Dubois on the latest episode of the Talking Media podcast, Klein said: “The experience and expectations a customer is looking for in your brand or business to deliver are usually quite straightforward.”

She noted that customers want clear information and the ability to trust that a brand or company will deliver on its promises and provide excellent service.

Klein explained that the relationship with customers is an “ongoing exchange and interaction” and built a picture of customer expectations as an escalator.

“Just as you think you’ve defined the ultimate experience for a customer in your category, something changes in technology or the world that then makes that expectation go one step up on the escalator.

“Now you can book a taxi on your phone, you can see the world’s greatest hotel network in Airbnb on one single app and easily live in somebody’s house without having to ever meet them. Even though we’re in insurance, those expectations of the experience apply.

“We’ve got to start by fundamentally looking at what we do, what we say we’re going to deliver and do it really, really well.”

Dubois acknowledged customer service “is a 24/7 job” and every touch point and engagement contributes to the consumer’s experience of a brand.

Klein agreed and noted that consumers now have greater access to businesses through innovative tech and social media channels where customers can share feedback and frustrations.

She said: “It’s trying to think about the life of the customer that’s 24/7 and also digitalised, so adapting your business model delivery towards that is so important.

Dubois pointed out that, unlike her category of media and content, “insurance is low interest until it’s high emotion.”

Klein agreed and emphasised the importance of the human touch for customer experience in the insurance category.

She noted that insurance can be a “set and forget”, “transactional and rational” purchase until it is needed, which pivots the customer experience to a human and highly emotive one.

“I’ve been talking about this quite a lot lately, the conversation around AI and AI-enabling and simplifying and making things more efficient and effective. In those moments, that’s really where you want to speak to a human being. You don’t want to talk to a chatbot.”

Dubois asked Klein about finding the balance and boundary between leveraging data effectively and efficiently to create personalised experiences while being mindful of privacy legislation, particularly as an insurance company.

“If people understand why you’re collecting their information and how it’s going to make it better for them, ultimately it’s easier for them to want to give it over to you,” Klein said.

She noted filling out forms and saving the information so that it is pre-filled for next time, as an example.

She also cited being upfront and transparent about why this information is being collected, and positioning some of the marketing consent as a benefit, like being informed of special offers or new products.

“I think it’s really important to create the usefulness around data collection and the privacy standards that you are living up to. It’s also about making sure that people understand that a personalised experience is the expectations escalator.

“When you use Netflix, Apple Music, Amazon, it’s highly personalised to you, and therefore, if you can look at your business and say, well, how might we explain why personalisation in our business is more impactful for the customer experience, you create that net positive, and that exchange becomes more valuable.”

Dubois and Klein also discussed transparently and authentically showing up for consumers, referencing NRMA Insurance’s broadcast partnership with Nine of the Olympic and Paralympic Games.

–

Top image: Michelle Klein

By Diane Markovski, founder of Lit Agency

What a journey marketing has been for 2024. The things that used to work? They’re just… falling flat. For months now, I’ve been watching things shift. Trends, tactics, everything… and it’s starting to feel BIG.

The trends for 2025 aren’t just new ideas or strategies; they reflect a complete shift in how we think, buy, and create. These are also based on the trends, historical trends of platforms.

Major platforms with HUGE opportunity in 2025:

1. Threads (Meta): Quickly rising as the go-to alternative to X, with engagement levels that are blowing minds.
2. TikTok: Still owning short-form video and taking e-commerce to insane new heights.
3. YouTube: Absolutely thriving with Shorts, live streaming, and creator-focused monetization tools.
4. Pinterest: Shoppable pins and AI-driven recommendations are making it a serious e-commerce contender.
5. LinkedIn: Growing fast with video content, creator tools, and legit community-building vibes.

Major platforms that are holding steady:

1. Facebook (Meta): Engagement might be dipping, but it’s still solid for older audiences and thriving niche Groups.
2. Snapchat: Not growing much, but it’s hanging on as TikTok dominates Gen Z’s attention span.
3. Reddit: Growth has slowed post-API drama, but tight-knit niche communities are keeping it alive.

Major platforms on their way out:

1. X (formerly Twitter): Users are jumping ship fast, and engagement is plummeting due to constant policy changes.

Even more fascinating is how much human behaviour has shifted lately – how people buy, what they engage with, even why they decide to trust a brand or not. People are moving faster, thinking deeper, and they’re way less forgiving of anything that feels fake or contrived.

There are some SUPER exciting developments happening right now and we love Sprout Socials 2025 trends.

Video isn’t just popular – Platforms are ALL-IN, and audiences can’t get enough of it. By 2025, 80% of online traffic will be video.

TikTok is shaking up e-commerce with livestream shopping! It’s interactive, fun, and incredibly effective for driving sales.

Short-form content is still the winner – It’s quick, direct, and exactly what people want. Platforms like TikTok, Reels, and YouTube Shorts are doubling down because let’s face it… attention spans are shrinking.

You’ve got THREE seconds to grab attention. That’s it. As we head into 2025, the demand for hyper-relevant, instantly engaging content is only growing. People scroll faster than ever…

Captions aren’t just helpful – they’re non-negotiable. Over 80% of people watch videos on mute.

People are overwhelmed – like, scrolling faster than ever. Skimmable content is the solution. Bold headlines, quick takeaways, and structured summaries give readers what they need FAST.

Polished ads aren’t hitting like they used to. People want real, authentic, relatable content. By 2025, trust will be the ultimate currency in marketing, and organic content will crush it in ways paid ads just can’t.

Email isn’t “old school.” It’s still one of the most direct, personal ways to connect. When you write emails that feel like a real conversation, your audience listens.

Communities aren’t just important – they’re EVERYTHING. By 2025, businesses that build real communities will crush engagement and retention like nothing else.

–

Top image: Diane Markovski

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

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

Fiona Mullen, head of PR and integration lead – Communicado

McCain Super Juicy Corn

As a city kid in the 80s and 90s, where drought was ever present across Australia, I thought this summed up the outback to a tee.

The dry, dusty landscape and then that iconic line, “Marge! The rains are ‘ere!”

Years later, I’m still eating corn…though apparently the corn on set was made of plastic.

Haran Ramachandran, head of creative strategy, APAC – Snap Inc.

Audi R8 spot (2013, BBH London)

This was an easy choice. Only once has an ad captivated me so completely that I stopped everything to watch. Over a decade later, I still covet what I saw: a car I could never afford.

Selling a $250K sports car usually follows a formula: sweeping shots of open roads, close-ups of sculpted lines, and a stirring soundtrack. However, Audi and BBH broke every convention with their 2013 R8 ad.

It’s a pure product demonstration, yet utterly visceral. There is no soundtrack—just the car’s roaring engine as music. It doesn’t even move, yet it exudes the speed to leave Lewis Hamilton in the dust.

The back is exposed, and the engine is displayed like a Swiss watch with an exhibition case back, revealing engineering excellence and raw performance. We can see both a technical marvel and incredible speed, all while the car goes precisely nowhere. It’s brave, different and incredibly magnetic. I might take out a loan or two right now.

Eliza Albie, head of art – Communicado

Central Beheer (DDB Amsterdam)

Growing up in Holland in the 90s there was this insurance company, Central Beheer, whose TVCs had practically reached cult status. They’d been going since the 80s and thanks to the universally relatable silent comedy formula, adults and kids would excitedly talk about the new ad. Often arguing over what their favourite one was. The punchline was always “Just Call Us”.

After resurfacing from the rabbit hole researching these ads, turns out DDB Amsterdam is still creating them. They’re on their 61st ad and counting, having raked in Cannes Lions and even a cease-and-desist letter from the White House over the years.

My childhood favourites have generally stood the test of time (notwithstanding the Lewinski scandal):

Hedgehog:

Voodoo (made while Bill Clinton was in office):

–

Top image: Fiona Mullen, Haran Ramachandran and Eliza Albie

–

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

Past editions of The Ads That Made Us.

–

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

Bastion has launched its new media offering, Bastion Media.

Cheuk Chiang, Bastion’s ANZ CEO, will helm the agency’s new offering and complement its integrated offering across insights, strategy, experiential, data and tech, AI, social, influencer and creative with an innovative media planning and buying capability.

He said: “Launching our media offering is more than just an addition to our services; it’s a transformational step that fundamentally changes how we deliver stronger client solutions.” said Chiang.

“By bringing media together with creative and our unique breadth of our capability set not only completes our end-to-end offering, it positions us to deliver more innovative integrated campaigns, ensuring that every message, every channel, and every dollar is aligned to maximise impact and deliver tangible results.”

With the launch of Bastion Media there’s a real opportunity to launch a media offering that brings more of a predictive data and insight-led approach to deliver better strategy and more innovative media solutions. With the recent push towards performance media and programmatic buying, many believe that media has gone back to being places and spaces for ads; however, with digitisation, media should really be platforms for ideas and innovation. This is what ultimately helps brands stand out, better engage and achieve greater ROI.

Chiang further emphasised the importance of meeting the broader needs of today’s CMO, whose role has evolved to demand seamless integration across all facets of marketing.

“Today’s CMOs face unprecedented complexity. They need partners who are not just suppliers but extensions of their team—unified, aligned, and accountable to the same goals. This media offering allows us to be that partner, providing a single, cohesive team that brings everything from strategy to execution under one roof,” he added.

Kellanova is the founding client of Bastion’s media division, this launch represents a new era of integrated services in ANZ, where creative and media are no longer siloed but are strategically interconnected. This approach is a testament to the strength of client partnerships when there is one business lead overseeing all aspects of the client’s needs.

“The power of having a single lead for each client is that everyone across our business is aligned to a shared objective, ensuring seamless execution and eliminating competing priorities that can arise in traditional agency village models,” said Ana Lynch, managing partner.

“While integrated village models aim for this kind of unity, competing priorities within networked agencies can sometimes stand in the way of true collaboration. At Bastion, we eliminate those barriers, fostering trust and mutual accountability to drive shared outcomes.”

Angela Morris, chief strategy officer, added: “The convergence of media, creative and other services is essential for driving measurable value in today’s market. Our new media offering enables us to fully support the CMO’s broadened remit by delivering holistic solutions that address every facet of brand building. We’re here to be a true partner, working as anextension of the client’s team to ensure alignment on shared objectives and outcomes.”

The launch of the agency’s media services solidifies its role as a leading independent agency in ANZ, setting a new benchmark for integrated marketing solutions. Beyond Kellanova, Bastion has several other significant client wins on the horizon, underscoring the agency’s growing influence and commitment to reshaping the industry with a unified, client-focused model.

Ben O’Brien, commercial director at Kellanova Australia, shared: “We’re excited to partner with Bastion as they launch their new media offering. By bringing media and creative services under one roof, we are fostering a unified approach that will drive collaboration and push our brands into new territories, unlocking their full potential. This integrated team will deliver excellent creative work supported by first-class media, ensuring strong ROI.”

–

Top image: Cheuk Chiang

Grey Goose has revealed its inaugural partnership with the Australian Open, where it is set to bring a blend of style and sophistication as the tournament’s official vodka partner in 2025 and beyond.

Kicking off next month, this multi-year alliance promises to enhance the fan experience with an all-new summer cocktail honouring the Grand Slam, along with two exclusive courtside hospitality offerings at the AO.

In time for the Open, Grey Goose will debut the Grey Goose Lemon Ace, which has been named a signature serve of Australian Open 2025. A vodka-infused cocktail created exclusively for tennis fans, the citrus-forward creation combines a perfectly balanced blend of Grey Goose original vodka, passionfruit syrup and sparkling lemonade, served over ice and garnished with a lemon ball and fresh mint.

Grey Goose will also offer fans stylish ways to embrace the AO with two exclusive, one-of-a-kind experiences designed to complement the tournament’s atmosphere.

The Grey Goose Rooftop at the Courtside Bar–an innovative concept introduced last year with sweeping views over Court 6–will be transformed into a Grey Goose haven, where fans can enjoy the action with a freshly mixed Grey Goose Lemon Ace, exclusive to the first-floor bar for ground pass holders. While there, guests can order from a curated cocktail menu, with the bar’s chic ambience setting the mood from day to night.

Meanwhile, Grey Goose will take centre stage at the balcony bar within Club 1905, the new AO Reserve hospitality space named in honour of the Australian Open’s foundation year. Grey Goose will present a drinks menu featuring Classic Grey Goose Martinis and signature serves of its new prestige vodka, Grey Goose Altius.

Commenting on the partnership, a local first for Grey Goose, Bacardi-Martini Australia managing director, Luiz Schmidt said, “We are thrilled to bring Grey Goose to the Australian Open, a world-class event that celebrates talent, passion and unforgettable moments. This exciting partnership allows us to enhance the off-court experience, offering fans the chance to enjoy the signature craftsmanship and luxury of Grey Goose in an atmosphere of unmatched excitement and celebration. We cannot wait to share the Grey Goose Lemon Ace with fans both locally and globally who follow this incredible tournament.”

Tennis Australia chief commercial officer Cedric Cornelis adds: “We take great pleasure in welcoming Grey Goose to our partner family. Grey Goose, like the Australian Open, is renowned for delivering unforgettable experiences, making the partnership a natural fit. We’re excited for fans to enjoy this globally renowned tournament while savouring iconic Grey Goose cocktails this summer–and for many years to come.”

Chinese automotive maker Geely Auto has appointed Havas Host and dentsu as local partners as it prepares to bring the Geely Auto brand to the Australian and New Zealand markets.

The agency village will work under the supervision of Geely’s marketing director Beryl Thomas and cover creative, social, media, PR and website experience to support its localised brand and product launch strategy.

Havas will oversee creative, media and social media agency and its remit will include developing a new brand campaign, building on the automotive powerhouse’s current global platform to inspire consumers to ‘See The World In Full’.

dentsu has been handed responsibility for public relations, influencer and ambassador management, including press fleet management. dentsu’s experience business, Merkle, has been tasked with the creation of Geely’s Australian digital consumer experience, starting from the website interactions, including pre-order and test drive bookings.

Li Lei, head of Geely Auto Australia, said: “At Geely Auto, we’re not just about making cars – we’re creating a better way of living. We aim to forge a lasting impact on the Australian automotive landscape. As we move into 2025, we look forward to offering Australians a flexible, versatile, and smart mobility choice that suits the needs of the Australian way of life.

“Havas and dentsu presented ideas that resonated with our brand values, ensuring our commitment to Australia was front and centre in their approaches. We are excited to gather a team of market talents to strengthen the presence of the Geely brand.”

CEO of Havas Host, Gayle While, said: “We’re thrilled to have the opportunity to partner with the Geely Auto Australia and dentsu teams to launch the brand into the Australian market with impact. The Geely team have bold ambitions, and we’re looking forward to bringing to life the possibilities that Geely Auto products can bring to Australians.’

Patricio de Matteis, CEO of dentsu ANZ, added: “We’re excited to partner with Geely Auto as it launches into the Australian market. Geely’s commitment to innovation and dedication to meeting the needs of its local customer aligns perfectly with dentsu’s values.

“It’s a true privilege to be able to leverage our deep experience across auto to help shape an exciting brand like Geely as it launches in a new market and redefines the auto category by enriching customers’ lives, delivering on their aspirations and practical needs without compromise.”

The Kayo Sports Call Team – made up of Fox Cricket experts – have made their bold predictions ahead of the Adelaide Test which starts on Friday, 6 December with every ball live and ad-break free during play on Kayo Sports and Foxtel.

• Adam Gilchrist – “Marnus Labuschagne to rebound with a ton.”
• Brett Lee – “I’m backing Mitchell Starc for at least five wickets and Australia to go to Brisbane 1-1.”
• Brendon Julian – “The king is back… back-to-back tons for Virat Kohli… A once in a lifetime player.”
• Mark Waugh – “Marnus to make a Ton. He has a very good record in day/night Tests in Adelaide.”

Fox Cricket’s coverage from Adelaide Oval begins at 12.30pm local time this afternoon, with the above experts joined by the likes of Mark Howard, Ravi Shastri, Isa Guha, Harsha Bhogle, David Warner, Michael Vaughan and Kerry O’Keefe.

On Day 3 of the Test Match (Sunday) the Fox Cricket experts will go head-to- head against a team of All-Stars live as part of the “Kayo Clash” during the Big Break Show, hosted by Mark Howard.

The Kayo Clash will be a two-over scramble per side and will take place in the practice nets at Adelaide Oval with media and fans invited to attend from 4.30pm local time.

The All-Stars team will include Connor Rozee (Port Adelaide), Lachie Murphy (Adelaide Crows), Sam Goodman (No Limit Boxing), Hannah Petty (Thunderbirds), Marmalade (Influencers), Sharon Johal (The Twelve – Season Two on BINGE) along with representatives from the Woolworths Blast Cricket Program.

Victoria’s Transport Accident Commission and Clemenger BBDO have launched a new toy-themed campaign encouraging people to ride e-scooters safely.

The campaign uses stop-motion and features a cast of toy characters riding e-scooters recklessly with devastating consequences.

‘If you think e-scooters are a toy, think again’ reframes the misconceptions that e-scooters are fun and frivolous ‘toys’ when, in reality, they’re powerful devices with serious consequences.

Clemenger BBDO worked with animation studio Mighty Nice to create the films, featuring a cast of toy characters riding e-scooters unsafely around different Melbourne streetscapes. The moment the toys crash, they transition into real people with very real and painful injuries.

The films and radio also feature a catchy toy-style jingle which was created with Squeak E. Clean Studios. In radio, each spot begins as upbeat toy commercials before taking a sombre turn.

“We wanted to shock e-scooter riders into reality,” Ellie Dunn, senior copywriter, said. “Going from joyful toy world to painful reality achieves this in a bold way. It’s been a brilliant campaign to be part of.”

Adrian Flores, Clemenger BBDO’s chief creative officer, added: “We’re always looking for the talkability factor in our work. Twisting classic toy tropes to create an arresting campaign about e-scooter safety creates a distinctive mnemonic that lives on in people’s minds.”

The campaign comes after the TAC insights revealed that many e-scooter users are still deliberately taking risks and choosing to ignore the rules. And that young people (16-34 years), and males in particular, are the most likely to engage in dangerous e-scooter riding and rule-breaking behaviour.

“Right now, too many e-scooter riders are underestimating the serious risk of injury. Through this campaign, we are asking all Victorians to do the right thing every time they ride an e-scooter. With the festive season fast approaching, it’s also a good opportunity to remind parents and guardians to reconsider buying an e-scooter as a present for children under the legal age of 16 years,” said Jacqui Sampson, executive general manager community, TAC.

The campaign will run until 26 January 2025 across online video, social, digital and radio.

Victoria’s Transport Accident Commission notably took the world by storm with it’s 2012 Dumb Ways to Die public service campaign with McCann Melbourne.

The campaign received plenty acclaim from across the industry and the 2013 Cannes Lions International Festival of Creativity where it won five Grand Prix awards, 18 Gold Lions, three Silver Lions, and two Bronze Lions.

CREDITS
Agency: Clemenger BBDO
Adrián Flores, Chief Creative Officer
Derek Anderson, Creative Director
Ellie Dunn, Senior Copywriter
Lisa Dupré, Senior Art Director
Simon Wassef, Chief Strategy & Experience Officer
Ness Quincey, Senior Strategy Director
Len Duniec, Behavioural Scientist
James Kerr, Group Business Director
Tony Dediu, Business Director
Caitie Jackson, Business Manager
Alana Teasdale, Radio Producer

Client: Transport Accident Commission (TAC)
Jacqui Sampson, Executive General Manager – Community
Angela Hann, Senior Manager, Marketing, Sponsorships and Engagement
Katrina Nedeski, Acting Team Manager Marketing and Advertising / Campaign Manager
Lucia Brisolla, (Former) Campaign Manager
Michaela Bradley, Marketing Advisor
Paul Tierney, Acting Director – Behaviour, Education & Community
Samantha Buckis, Acting Manager – Behavioural Insights and Programs

Production: MADE THIS
Ainslee Littlemore, Head of Film
Callum Smith, Producer
Lachlan Beattie, Production Manager
Tom Stephens, Director

Post Production: Mighty Nice
Darren Price, Director
Tina Braham, Executive Producer
Chloe Marshall, Producer
Ben Seager, Head of studio
Pete Nizic, Duncan MacLaren, Animators
Simon Higgans, Stop Motion Director of Photography
Jacqui Hudson, Art Director / Model Maker

Sound: Squeak E. Clean Studios
Paul Le Couteur, Sound Engineer
Ceri Davies, Executive Producer
Karla Henwood, Executive Creative Producer

From today, Apple TV+ will be available via Prime Video in Australia, Canada and the U.K. as an add-on subscription for $12.99/month in Australia.

Prime members who subscribe to Apple TV+ via Prime Video will have access to entertainment including Severance, Bad Sisters, Silo, Slow Horses, Morning Wars, Presumed Innocent, Shrinking, Hijack, Loot, Palm Royale, as well as films such as Wolfs, The Instigators and more, plus Major League Soccer and Major League Baseball sporting events.

Apple TV+ launched in the US as an add-on subscription via Prime Video in October.

“We’re delighted to continue to roll-out Apple TV+ on Prime Video with the launches in the U.K., Canada and Australia, bringing Prime Video customers an even greater selection of TV shows and films, all in one app experience,” said Kelly Day, vice president of International, Prime Video.

“Prime Video is a first-stop entertainment destination offering a wide selection of premium programming including Amazon MGM Studios Originals, live sports, licensed movies and series, the ability to rent or buy thousands of new and popular movies, and also offers over 22 additional streaming subscriptions in Australia,” said Daniel Slepak, head of marketplace Prime Video Australia, New Zealand and Canada, “The addition of Apple TV+ and its popular and critically acclaimed shows, films and events will no doubt delight our customers and unlock even more content all with the convenience of one app with one password.”

To date, Apple Original films, documentaries and series have earned 524 wins and 2,374 award nominations and counting, including multi-Emmy Award-winning comedy Ted Lasso and historic Oscar Best Picture winner CODA.

Prime members will be able to subscribe to Apple TV+ with no extra apps to download beyond Prime Video, and no cable required. The subscription can be cancelled at any time.

Wednesday 4 December 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s 9News recorded a total TV national reach of 1,742,000, a total TV national audience of 1,081,000, and a BVOD audience of 85,000.

Nine’s A Current Affair recorded a total TV national reach of 1,361,000, a total TV national audience of 935,000, and a BVOD audience of 69,000.

Seven’s Seven News recorded a total TV national reach of 1,708,000, a total TV national audience of 1,088,000, and a BVOD audience of 57,000.

Also on Seven, The Chase Australia recorded a total TV national reach of 1,070,000, a total TV national audience of 511,000, and a BVOD audience of 27,000.

10’s airing of Matildas v Chinese Taipei recorded a total TV national reach of 1,181,000, a total TV national audience of 467,000, and a BVOD audience of 32,000.

People 25-54

Nine’s 9News:
• Total TV nation reach: 466,000
• National Audience: 263,000
• BVOD Audience: 42,000

Seven’s Seven News:
• Total TV nation reach: 411,000
• National Audience: 256,000
• BVOD Audience: 28,000

Seven’s The Chase Australia:
• Total TV nation reach: 244,000
• National Audience: 114,000
• BVOD Audience: 13,000

10’s Matildas v Chinese Taipei:
• Total TV nation reach: 442,000
• National Audience: 201,000
• BVOD Audience: 19,000

People 16-39

Nine’s 9News:
• Total TV nation reach: 172,000
• National Audience: 101,000
• BVOD Audience: 21,000

Seven’s Seven News:
• Total TV nation reach: 149,000
• National Audience: 93,000
• BVOD Audience: 14,000

Seven’s The Chase Australia:
• Total TV nation reach: 97,000
• National Audience: 44,000
• BVOD Audience: 7,000

10’s Matildas v Chinese Taipei:
• Total TV nation reach: 195,000
• National Audience: 88,000
• BVOD Audience: 12,000

Grocery Shoppers 18+ TV Ratings

Nine’s 9News:
• Total TV nation reach: 1,363,000
• National Audience: 853,000
• BVOD Audience: 68,000

Seven’s Seven News:
• Total TV nation reach: 1,399,000
• National Audience: 899,000
• BVOD Audience: 46,000

Seven’s The Chase Australia:
• Total TV nation reach: 886,000
• National Audience: 421,000
• BVOD Audience: 22,000

10’s Matildas v Chinese Taipei:
• Total TV nation reach: 919,000
• National Audience: 360,000
• BVOD Audience: 25,000

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.