McDonald’s is leaning into office workers returning to work as part of a wider ‘return to routine-ish’ campaign with DDB Sydney and OMD Sydney.

The out-of-home campaign features spreadsheet artwork ads targeting CBD office workers, showing there are more delicious things to crunch than numbers.

The ads are running in more than 760 sites in and around the Sydney CBD, including digital OOH, office building lobbies, and even small-format elevator screens.

“There’s nothing quite like a Macca’s run to break the humdrum of the day. With playful visuals and clever media placements, this campaign will cut through like a Guillotine on 80gsm printer paper,” Jack Nunn, DDB Sydney creative partner, said.

OMD Sydney managing partner, Emily Bosler, said: “We are executing a tactical, programmatic digital out-of-home strategy to drive contextual relevance during key moments of back to work routine.

“Strategically selecting outdoor in high foot traffic CBD areas and in-office environments, allows us to effectively reach the ‘back to work’ audience and tempt them with a Macca’s run.”

Earlier this year, McDonald’s launched its summer ‘Squad Down Under’ campaign, encouraging Australians to get in the car with mates for a cheeky Macca’s run.

To celebrate this summer’s road trip season, Macca and DDB Sydney are bringing feel-good vibes with the launch of the new campaign and bundle-for-four meal. Building on the brand’s 24/25 summer platform, “Macca’s run?”, the ad features four iconic McDonaldland characters getting together one summer arvo for an epic Macca’s run.

Set to the iconic Run DMC track ‘It’s Like That’, the ads mirror the behaviour of a group of Aussie mates, who arrange a Macca’s run via a group chat thread and cruise on down to their local Macca’s restaurant. But unlike a regular group, it just so happens to be Birdie, Hamburglar, Office Big Mac and Grimace.

Credits
Client: McDonald’s Australia
Creative Agency: DDB Sydney
Media Agency: OMD

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International Women’s Day 2025 isn’t about soft messaging or empty gestures, it’s about action. This year’s theme – “Accelerate Action for Gender Equality” – is a direct challenge to industries that continue to hide behind well-meaning conversations instead of delivering measurable results.

The Australian marketing industry wields immense power in shaping cultural narratives, but let’s be honest—it hasn’t done enough. For all the glossy campaigns and empowerment slogans, gender disparity remains a stubborn, systemic issue. The World Economic Forum estimates that full gender parity is still over 100 years away—which is nothing short of a joke. How can an industry that prides itself on driving change accept a timeline that is, frankly, unacceptable?

For decades, the marketing and advertising industry has positioned itself as a driver of social movements. In reality, it’s been far more effective at selling the idea of progress than actually making it happen. Empowerment campaigns are important, but they ring hollow when companies don’t back them up with real action.

If brands are serious about accelerating gender equality, I believe they need to start from the inside out. Leaders need to ask the hard questions: are women equally represented in leadership; is there real pay equity at every level; are workplace policies genuinely inclusive, or just ticking boxes?

These aren’t rhetorical, they should be at the core of every company’s strategy.

Australia’s gender pay gap is still a glaring issue. According to the Workplace Gender Equality Agency (WGEA), women working full-time earn 13% less than men—and in marketing and advertising, that gap only widens at senior levels.

Yes, part of this is due to companies failing to act. But there’s another uncomfortable truth: women are often underpricing themselves, not negotiating their worth, or hesitating to push for what they deserve. That needs to change. Businesses must step up with transparent pay audits and ensure equal pay isn’t just a policy—it’s enforced. At the same time, women in the industry must own their value and demand what they’re worth.

When women are in decision-making roles, companies thrive. Diverse leadership fosters innovation, improves culture, and drives better business outcomes. Yet, the marketing industry still struggles to retain female talent at senior levels. Why? Because workplace structures aren’t built for them.

Too many talented women leave due to outdated expectations around caregiving, rigid work policies, and unconscious bias in promotions. Start with a few tweaks:

• Implement flexible work policies. At Claxon we have implemented a 4-day working week and flexible start times, both of which have been game-changers for our team.
• Ensure equitable parental leave for all genders.

Companies like Unilever and Mars are already setting the standard—proving that inclusivity isn’t just the right thing to do, it’s smart business.

Marketing shapes culture. And for too long, advertising has reinforced outdated gender roles, from glorified housewives to “super mums” – that to be honest just want a break. But times are changing, and brands that champion authentic representation are winning—both culturally and commercially.

Look at Dove’s Real Beauty campaign, which redefined beauty standards. Or Sport England’s This Girl Can, which challenged stereotypes in sports. These weren’t just ad campaigns; they shifted conversations and reshaped industry norms.

It’s time for more brands to step up. If your brand’s marketing doesn’t reflect real, diverse, multi-dimensional women, then I would respectively say, you are part of the problem.

The Australian marketing and advertising industry must stop talking and start acting. Here’s where to begin:

• Ensure Pay Equity – Conduct pay audits and close the gaps.
• Invest in Women Leaders – Create mentorship and sponsorship programs.
• Redefine Workplace Policies – Offer real flexibility and equitable parental leave.
• Champion Authentic Representation – Tell better, more inclusive stories.

Marketing has the power to drive real change—but only if it stops posturing and starts implementing. Leadership teams must set the tone, making gender equality more than a campaign—it needs to be a commitment.

International Women’s Day 2025 is a reminder that passive support isn’t enough. Gender equality must be an urgent priority, not a distant aspiration. The Australian marketing industry has the potential to accelerate progress—not just for women in its workforce, but for society.

The time for words is over. Let’s make gender equality happen in our lifetime.

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News Corp Australia is preparing to showcase its latest advancements in video strategy, enhanced data capabilities, and the scale of its audience engagement at the upcoming D_Coded event.

The annual conference, designed for clients, partners, marketers, and digital specialists, will take place over three days in Sydney, Melbourne, and Brisbane.

The event will highlight the company’s approach to audience engagement and how it connects brands with consumers.

With live presentations led by by News Corp Australasia executive chairman, Michael Miller, and client partnerships managing director, Lou Barrett. The focus will be on providing attendees with insights, strategies, and case studies that demonstrate the relationship between deep audience engagement and effective client outcomes.

“D_Coded is more than just an event for us – it’s a bold statement of our leadership and unwavering commitment to driving client success,” Barrett said.

“This year is a demonstration of proven outcomes. We will showcase how brands can leverage News’ innovative solutions to gain a strategic advantage and reinforce our position as the partner of choice.

“We will unveil our expanded video strategy and partnerships which will open up exciting new opportunities for our clients, we will show how our supercharged audience intelligence data tools will produce deeper insights and smarter campaigns, and we will deliver tangible proof that real audience engagement leads to unparalleled client outcomes,” he said.

Attendees will experience an interactive showcase featuring content, digital strategy, and commerce innovation from News Corp Australia’s content agencies and brands. The activation aims to highlight how the company integrates media, marketing, and technology to engage audiences.

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Foxtel Media has unveiled its sponsorship lineup for the 2025 Toyota AFL Premiership Season, commencing on the 7th March. This announcement follows a period of record-breaking audience figures for live sport on Foxtel Group platforms, including 1.46 million viewers exclusively on Fox Footy.

The 2024 AFL season achieved record viewership across Foxtel Group platforms, with a 33% year-on-year increase. The preliminary final between Geelong Cats and Brisbane Lions garnered an average audience of 860,000, establishing a new record for the most-watched and most-streamed AFL game across Foxtel, Foxtel GO/Now, and Kayo Sports.

For the 2025 season, new sponsors including BP, Lion, Jameson, HBF, LG, Vodafone, and Aussie Broadband have joined the roster. Returning sponsors include Toyota, Ford, Sportsbet, McDonald’s, KFC, Bunnings, Harvey Norman, AAMI, Coles, Chemist Warehouse, NAB, and Ashley & Martin.

Exclusive sponsorship deals see Ford taking pre- and post-game naming rights for Thursday and Friday night matches, while Toyota secures the Super Saturday LIVE sponsorship slot.

Martin Medcraf, director of sports sales and brand partnerships at Foxtel Media said: “The 2025 AFL season is an exceptional opportunity for brands looking to reach an engaged, sports-obsessed audience through exclusive coverage on Foxtel Group platforms. Additionally, BINGE subscribers will have access to AFL action with Thursday, Friday and Sunday matches available on the platform, meaning brands can capture an entirely new audience of casual fans, extending reach and messaging. This AFL season will truly be a premium experience for both brands and viewers.”

The 2025 AFL season will kick off with two matches in New South Wales – Sydney vs. Hawthorn and GWS vs. Collingwood – before moving into the Gather Round, hosted in South Australia with games in Adelaide, Norwood, and the Barossa.

When and where to watch

• Viewers in Victoria, Tasmania and the Northern Territory can watch AFL on a Saturday from the Opening Round to Round 24 exclusively live on Fox Footy, available on Kayo Sports and Foxtel.

• Viewers in New South Wales, Queensland and the Australian Capital Territory can watch AFL on a Saturday from the Opening Round to Round 10 exclusively live on Fox Footy, available on Kayo Sports and Foxtel.

• Viewers in South Australia and Western Australia can watch AFL on a Saturday from the Opening Round to Round 8 exclusively live on Fox Footy, available on Kayo Sports and Foxtel.

For the first time, Fox Footy will also feature dedicated commentary teams on every match plus bespoke graphics and coverage in 4k, giving audiences more choice than ever before. The 2025 season will also feature new on-screen talent with Tom Hawkins, Adam Simpson, Shaun Burgoyne and Leigh Matthews joining the Fox Footy team.

AFL360 will also welcome new host Garry Lyon to the program, to sit alongside Gerard Whateley from Monday to Wednesday, while Jack Riewoldt takes over as host of On The Couch.

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In this episode of Uncomfortable Growth® Uncut, Tracy Hall, former CMO of Afterpay, keynote speaker, and author, shares the deeply personal story of how she fell in love with a man who never truly existed.

In 2016, after her marriage ended, Tracy found herself navigating the world of dating as a single mother in her forties. That’s when she met Max Tevita, a charismatic Bondi surfer and chief investment officer. He was everything she was looking for: smart, kind, adventurous, and seemingly trustworthy. Over 16 months, they built a life together, sharing dreams, values, and an undeniable connection.

Then, in July 2017, her world collapsed. Max Tevita wasn’t real. He was actually Hamish McLaren, one of Australia’s most notorious conmen, who had swindled millions from multiple victims. The man she had trusted with her heart, and her financial future, was arrested for his crimes. In a single moment, the life she had built with him disintegrated.

Losing her savings was devastating, but the deeper wound was emotional. “The person I was in love with didn’t actually exist” Tracy recalls.

Her journey to healing wasn’t just about rebuilding finances, it was about reclaiming her sense of self. The betrayal forced her to face the reality of coercive control and how manipulators slowly weave themselves into their victims’ lives. “It’s not like he asked for my life savings overnight. It was hundreds of conversations, careful planning, fake documentation, it was methodical.”

Through heartbreak, Tracy found resilience. She fought to regain her financial footing, navigated the legal system, and continued showing up as a mother and professional. More importantly, she learned self-compassion. “The human spirit has an incredible capacity to endure,” she says.

Now, Tracy uses her experience to advocate for other victims of fraud and coercive control, sharing her story so the warning signs can be recognised. Her journey is a testament to the power of self-compassion and rebuilding self-belief when trust has been irrevocably broken.

Listen to Tracy’s incredible story on Uncomfortable Growth® Uncut. It’s a conversation that will stay with you long after it ends.

Listen Here

Learn more about Uncomfortable Growth® & Rowena here.

The world doesn’t need more stories of success; it needs honest conversations about hard challenges, vulnerability, and proof that trials can ultimately become triumphs.

That’s why the Uncomfortable Growth® Uncut podcast was born. It’s a reminder that struggle and success are intrinsically linked, that growth is rarely easy, and that the moments we feel most uncomfortable are where our greatest breakthroughs lie.

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.

The legendary playwright Arthur Miller once said, “A good newspaper, I suppose, is a nation talking to itself.” His words highlight the vital role of local news publishers in creating spaces where diverse communities within a nation can connect, exchange ideas and shape their joint future.

While news publishing has evolved a bit since Miller’s time, his message resonates today, particularly in Australia.

News by Australians, for Australians

Australian news publishers bring national stories to life, capturing who we are, what matters to us, and where we’re headed. Their stories are written by Australians, for Australians, about the topics, events, and issues we care about.

This makes local news a crucial part of our society—a sentiment echoed by top media and marketing leaders. As Mark Coad, CEO of IPG Mediabrands Australia, puts it, “We want our local agendas. We want our politicians kept accountable by local media outlets… We’ve got local newsrooms setting the agenda, knowing what’s important to this country.”

Understanding what Australians connect with

Understanding what’s important to Australians makes news publishers vital channels for advertisers and media buyers.

Local news publishers know what Australians care about, how they engage, and the content that resonates with them. Their platforms are built to cater to the habits and behaviours of Australian readers.

As Kim McConnie, Group Executive Marketing, Tourism and Events Queensland, explains, “It’s really hard to leverage other mediums to truly tell the richness of the characters, the people, what they do, who they are, in a way which is relevant in that moment. And that is one of the strengths of news—why we keep investing in it.”

Put simply, publishers’ knowledge about Australians leads to increased audience engagement and trust, which advertisers can leverage to drive greater brand engagement and campaign effectiveness.

Data supports this. A study by FiftyFive5 found that 75% of readers are fully engaged when reading written news and that advertising in news is considered 18% more trustworthy when indexed to all other media.

Reaching a diverse Australia

When considering regional and culturally and linguistically diverse (CALD) audiences, the power of news publishing to deliver audience engagement and trust shines through dramatically. This is an important consideration in many marketing campaigns, given that over seven million Australians live in regional areas and seven million come from CALD backgrounds, according to the Australian Institute of Health and Welfare.

Research from the Public Interest Journalism Initiative (PIJI) found 80% of CALD audiences consume local news at least weekly, and a University of Technology Sydney (UTS) study showed over 60% of CALD Australians consider local news essential for staying connected with their community and the nation.

Authenticity is key for these audiences, and news publishers have spent years ensuring diverse representation and culturally relevant content and environments. They have also garnered countless valuable insights into Australia’s diverse communities that brands can use to create meaningful, culturally appropriate and targeted campaigns.

As Claire Butterworth, National Head of Investment at Group M, notes, “In the last few years, from what I’ve seen, there’s been a huge focus from publishers on improving and creating new platforms for minorities. We certainly work with clients closely to be able to authentically partner in those community environments.”

A call to action for marketers and agencies

Our local news publishers convey the Australian story by writing about the events and issues central to Australian life.

For marketers and agencies, news media represents a vital channel to tap into the nation’s passions and interests and, in doing so, drive greater connections between brands and Australians of all backgrounds.

Find out how Total News Publishing can improve your media mix [email protected]

ThinkNewsBrands helps advertisers and their agencies understand how advertising in today’s news content drives real business results.

—

Top image: Mark Coad, Claire Butterworth, Vanessa Lyons and Kim McConnie.

This story is in partnership with ThinkNewsBrands

The legendary playwright Arthur Miller once said, “A good newspaper, I suppose, is a nation talking to itself.” His words highlight the vital role of local news publishers in creating spaces where diverse communities within a nation can connect, exchange ideas and shape their joint future.

While news publishing has evolved a bit since Miller’s time, his message resonates today, particularly in Australia.

News by Australians, for Australians

Australian news publishers bring national stories to life, capturing who we are, what matters to us, and where we’re headed. Their stories are written by Australians, for Australians, about the topics, events, and issues we care about.

This makes local news a crucial part of our society—a sentiment echoed by top media and marketing leaders. As Mark Coad, CEO of IPG Mediabrands Australia, puts it, “We want our local agendas. We want our politicians kept accountable by local media outlets… We’ve got local newsrooms setting the agenda, knowing what’s important to this country.”

Understanding what Australians connect with

Understanding what’s important to Australians makes news publishers vital channels for advertisers and media buyers.

Local news publishers know what Australians care about, how they engage, and the content that resonates with them. Their platforms are built to cater to the habits and behaviours of Australian readers.

As Kim McConnie, Group Executive Marketing, Tourism and Events Queensland, explains, “It’s really hard to leverage other mediums to truly tell the richness of the characters, the people, what they do, who they are, in a way which is relevant in that moment. And that is one of the strengths of news—why we keep investing in it.”

Put simply, publishers’ knowledge about Australians leads to increased audience engagement and trust, which advertisers can leverage to drive greater brand engagement and campaign effectiveness.

Data supports this. A study by FiftyFive5 found that 75% of readers are fully engaged when reading written news and that advertising in news is considered 18% more trustworthy when indexed to all other media.

Reaching a diverse Australia

When considering regional and culturally and linguistically diverse (CALD) audiences, the power of news publishing to deliver audience engagement and trust shines through dramatically. This is an important consideration in many marketing campaigns, given that over seven million Australians live in regional areas and seven million come from CALD backgrounds, according to the Australian Institute of Health and Welfare.

Research from the Public Interest Journalism Initiative (PIJI) found 80% of CALD audiences consume local news at least weekly, and a University of Technology Sydney (UTS) study showed over 60% of CALD Australians consider local news essential for staying connected with their community and the nation.

Authenticity is key for these audiences, and news publishers have spent years ensuring diverse representation and culturally relevant content and environments. They have also garnered countless valuable insights into Australia’s diverse communities that brands can use to create meaningful, culturally appropriate and targeted campaigns.

As Claire Butterworth, National Head of Investment at Group M, notes, “In the last few years, from what I’ve seen, there’s been a huge focus from publishers on improving and creating new platforms for minorities. We certainly work with clients closely to be able to authentically partner in those community environments.”

A call to action for marketers and agencies

Our local news publishers convey the Australian story by writing about the events and issues central to Australian life.

For marketers and agencies, news media represents a vital channel to tap into the nation’s passions and interests and, in doing so, drive greater connections between brands and Australians of all backgrounds.

Find out how Total News Publishing can improve your media mix [email protected]

ThinkNewsBrands helps advertisers and their agencies understand how advertising in today’s news content drives real business results.

—

Top image: Mark Coad, Claire Butterworth, Vanessa Lyons and Kim McConnie.

This story is in partnership with ThinkNewsBrands

Disinfluencer, a social trader-certified social enterprise launched last year, has launched its Academy offering aimed at helping brands, businesses and workplaces be inclusive

The enterprise aims to equip marketing leaders with the tools to future-proof their brands through authentic disability inclusion—a market representing one in five Australians with significant spending power and brand loyalty as Diversity, Equity, and Inclusion (DEI) programs face increasing scrutiny and rollbacks in global markets. Among the global companies to reaffirm commitment to DEI is Apple after its shareholders voted to retain accessibility and inclusion initiatives despite industry pressure.

Disinfluencer founder Simone Eyles said: “Watching DEI programs being dismantled is disheartening, but inclusion isn’t just a political issue – it’s a business strategy.”

“Apple’s leadership on accessibility proves that brands that embrace inclusion will future-proof themselves, build deeper trust, and stay ahead in a rapidly shifting landscape.”

Why DEI matters

• Consumer expectation shift – Audiences expect brands to walk the talk on inclusion, and ignoring accessibility is a reputational risk.
• Market opportunity – The disability economy represents billions in untapped consumer spending. Inclusive brands build stronger customer loyalty and outperform competitors in the long run.

Disinfluencer Academy offers solutions for CMOs, including free accessibility statement for brands to signal commitment, authentic disability stock library that ensures representation, and e-learning on digital inclusion.

Eyles said: “Inclusion isn’t a trend, it’s a competitive advantage. Smart brands will seize this moment to lead the market, not follow political tides.”

Last year, Disinfluencer launched its first billboard on the Princes Highway in St Peters, Sydney, which was successfully crowdfunded during Disability Pride Month in July.

The billboard makes a statement with the headline “I would buy from him,” as well as showcasing talent within the disability community. It serves as a stark reminder that people with disabilities are not only capable but are eager to be showcased as the face of brands and services. Yet, the opportunities for such work are scarce, which is precisely why Disinfluencer was created.

Tp image: Simone Eyles

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If it seems like every man and his dog has created a podcast, you wouldn’t be far from the truth.

The appetite for the medium is stronger than ever, with recent data from Nielsen showing their popularity among Australian audiences grew 16% year-on-year.

And the recent IAB Australian Audio State of the Nation Report revealed that nearly 80 per cent of agencies plan to increase their investment in the medium in 2025.

Traditional radio brands are getting in on the action, with Southern Cross Austero’s (SCA) CEO John Kelly recently highlighting the strong performance of the company’s streaming platform LiSTNR, which has helped to drive digital audio revenues up 48%.

But for those who are considering dipping their toe into the podcast pool, the number one question vexing newcomers is to brand, or not to brand.

A new report Signal Hill Insights highlights the growing impact of branded podcasts, revealing that high-quality, audience-first content can drive brand association, listener engagement, and word-of-mouth recommendations.

According to the report, brands should focus on three primary metrics: earned attention, recommendations, and the “halo effect” – where positive audience sentiment extends to brand perception.

The research, which analysed podcasts from brands like Google, Dell, Ford, and Amex, found that 61% of listeners felt more favourable towards a brand after listening to a branded podcast episode. Additionally, 63% said they would recommend the podcast, underscoring the power of audio in building trust and advocacy.

What makes a ‘branded’ podcast?

Well, according to Ampel’s chief audio officer Josh Butt, the explanation is simple: “A branded podcast is one funded by a brand but (hopefully) maintains editorial independence”.

Unlike traditional advertising, the podcasts provide value-driven content that engages listeners while subtly reinforcing a brand’s presence. “Any branded podcast is essentially branded content – it’s a brand-led execution,” Butt added.

Zero downside

Despite some industry skepticism, Butt argues that a brand’s involvement in content production shouldn’t diminish its credibility. “Some of the best stuff out there has been paid for by brands. TV shows like MasterChef and home renovation programs have always relied on brand partnerships in one way or another,” he explains.

From an audience perspective, the key is ensuring the content remains engaging. “Branded might be more of an industry term, but I don’t think an audience member cares that much who’s paying for the show, so long as it’s not forced,” Butt says. “As long as the brand’s involvement doesn’t interrupt the experience, listeners won’t mind.”

The role of authenticity

For a branded podcast to succeed, authenticity is crucial. “I’m all for brands being a part of all types of content; they just have to make sure they’re involved in the right way so that the audience doesn’t hate the fact that they’re involved,” Butt notes.

Personal recommendations remain a key factor in podcast discovery, with the Signal Hill Insight report finding 78% of monthly podcast listeners are likely to check out a show recommended by someone in their social circle. The report stresses that a compelling branded podcast should feel like a “gift” to the listener – content that informs or entertains rather than overtly sells.

Finding the right balance between branding and content is key. “If there’s too much branding, you’ve got a problem. But if there’s not enough branding, the brand’s got a problem,” he says. The goal is to seamlessly integrate a brand’s message into a podcast without making it feel like a direct advertisement. “If brands are asking for too much, and it’s not woven in nicely, that’s when you have an issue.”

One of the biggest takeaways from the report is that no podcast appeals to everyone. Instead, brands need to clearly define their target audience and align content with their interests. The research shows that general podcast listeners tune in primarily to be entertained (49%), hear interesting stories (45%), or learn something new (42%).

For specific audiences, motivations vary. Senior business executives, for example, rank “challenging the way I think” (+32%) and “self-improvement” (+52%) as top reasons for listening.

What to know

Starting a podcast requires commitment and investment. “Anyone starting a podcast – whether it’s a brand or an individual – needs to understand they’re not just making a show, they’re making a channel,” Butt explains.

He advises businesses to approach podcasts as they would social media platforms like Instagram or LinkedIn. “A company’s LinkedIn channel isn’t just one type of content – it’s multiple styles, from graphics to videos to thought leadership posts. Brands should think of podcasts the same way.”

Additionally, budgeting for a podcast should not be an afterthought. “If you’re an advertiser or brand, you should be investing at least half a million dollars. Making a good podcast channel costs four or five times more than you think, and it takes just as long,” Butt said.

A powerful tool

Podcasts provide brands with a unique way to engage audiences while allowing for multitasking. “Audio allows a company to speak to someone whose hands and eyes can do something else,” Butt says. “People can listen while driving, running, or working. Unlike video or written content, podcasts integrate into daily routines without requiring full attention.”

Beyond customer engagement, branded podcasts can also be used for internal communication. “Every business needs customers, but they also need to communicate with employees and suppliers. Audio allows people to do this differently than email or internal message boards. For example, restaurant owners or retail workers, who are constantly on their feet, can listen to updates throughout the day,” Butt adds.

For brands that execute podcasts effectively, the potential is significant. “A strong podcast channel allows a company to promote the show itself, rather than just a product or service,” Butt says. “It shifts the focus from direct sales to long-term brand building – something many businesses are beginning to recognise as a valuable marketing strategy.”

For marketers considering branded podcasts, the report provides a clear roadmap: define the audience, create content that is engaging and relevant, and focus on long-term brand-building rather than short-term sales messaging.

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Screen NSW is expanding its engagement with local creatives through the launch of Western Sydney Sessions, a new initiative aimed at fostering connections with screen and digital games practitioners in the region.

The program will provide face-to-face opportunities for attendees to engage with Screen NSW staff, gain insights into funding programs, and strengthen industry ties.

The sessions align with the NSW Screen & Digital Games Strategy, which prioritises accessibility and representation across the state’s screen and gaming sectors. The initiative supports the growth of a skilled workforce – both in creative and technical roles – while ensuring Western Sydney remains a key hub for screen and digital game development.

The first session took place on 28 February at Arts & Cultural Exchange (ACE) in Parramatta, attended by head of Screen NSW Kyas Hepworth and investment managers. Sessions will continue monthly from March to May 2025, with plans to expand to other locations in Greater Western Sydney.

Hepworth praised the location saying: “NSW is the home for screen production in Australia and is home to many leading games studios. We know that there is a wealth of creative talent right around our state and the Western Sydney Sessions provide an opportunity for connection and mark an increase in our engagement with creatives who live outside the Sydney CBD.

“I hope our Western Sydney based creatives and companies find these sessions valuable and insightful, and I look forward to seeing creative activity in Western Sydney continue to thrive.”

Rotating screen NSW staff will cover funding streams, including production finance, digital games support, industry and audience development, and post-production opportunities.

Western Sydney has become a focal point for screen and digital content production, with recent projects filmed in the region including Critical Incident and House of Gods from Matchbox Pictures, as well as Watching You from Jungle Entertainment. Local game development is also growing, with Western Sydney-based independent studio Uppon Hill currently developing its upcoming game Insignia.

Pictured: Gabriel Faatau’uu-Satiu, Taofia Pelesasa and Kyas Hepworth, Head of Screen NSW, attend Screen NSW’s inaugural Western Sydney Session 2025

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3AW has announced several additions to its AFL broadcast team for the upcoming season, including new talent and returning programs.

Journalist Laura Spurway will join as the station’s first dedicated AFLW reporter, contributing to Sunday coverage and appearing across various games. Geelong premiership captain Joel Selwood will also be part of the lineup, providing insights from his recent playing career as he rotates across all matches.

Former Adelaide captain Rory Sloane is set to join the coverage, balancing his new role on Nine’s Sunday Footy Show with contributions to 3AW, where he will feature alongside AFL great Leigh Matthews.

Returning to the boundary reporting team are Jacqui Reed and Carlton AFLW vice-captain Abbie McKay, continuing their on-ground coverage throughout the season.

In digital content, the Eddie and Jimmy podcast will return in 2025, releasing three episodes per week. The podcast will be available on Apple Podcasts and Spotify, with video versions streaming on 9Now.

Luca Gonano, head of 3AW football, said: “With a team of AFL greats, seasoned broadcasters, fresh voices and innovation in the games future, 3AW is proud to continue its tradition of delivering the most accurate, insightful and entertaining AFL coverage.”

The 3AW AFL 2025 line-up includes:

• Thursday Night Football: Jimmy Bartel and Matthew Richardson, with callers Anthony Hudson and Bruce Eva.

• Friday Night Football: Jimmy Bartel and Matthew Lloyd, with callers Tim Lane and Matt Granland.

• Saturday Footy Preview: Tim Lane, Caroline Wilson, and Leigh Matthews set the stage for the day’s action.

• Saturday Early Game: Leigh Matthews and Joel Selwood, with callers Bruce Eva and Tony Leonard.

• Saturday Twilight Game: Tony Shaw and Libby Birch, with callers Matt Granland and Shane McInnes.

• Sunday Football: Tony Shaw and Matthew Richardson, with callers Bruce Eva and Matt Granland.

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Leapmotor, within the Stellantis portfolio, has made a bold statement with the launch ad campaign, ‘Jump In’ with cummins&partners.

The EV brand has carved out a distinctive identity by fusing a colloquial automotive phrase with its name in the campaign, turning it into an invitation for consumers to embrace the future of mobility with Leapmotor.

The agency’s campaign taps into the energy and excitement of innovation, encouraging drivers to experience the brand’s forward-thinking technology and design firsthand.

“As new brands flood the market, it’s crucial to create a clear and memorable connection with consumers,” Joanne Stogiannis, marketing and communications director of Leapmotor, said.

“Our ‘Jump In’ campaign captures the joy of driving electric while reinforcing the Leapmotor name in a fresh and engaging way.” Using the iconic soundtrack Jump (for my Love) by the Pointer Sisters and Young Divas the campaign will have families bopping along at home.

“The campaign has rolled out across multiple platforms, including TV, digital, social media, out-of-home, and experiential activations, ensuring that the message reaches consumers where they are. Featuring dynamic visuals and compelling storytelling, ‘Jump In’ aims to establish Leapmotor as a leader in the EV space while differentiating it from the competition.”

Sean Cummins, Cummins&Partners campaign writer, said: “we need to employ all the creative craft and tricks at our disposal to get people to remember brands in the auto category.

“There’s too much interchangeable stuff around to not try hard and do the brilliant basics. ‘Jump in’ works for the Leapmotor brand and inserts us into people’s consideration set. It has an Aussie friendliness which is always crucial for new brands to be engaged with. When they do so, they’ll see a car that really delivers something special.”

Leapmotor seeks to not only boost brand recognition but also reinforce its commitment to accessible, high-performance electric mobility. The Leapmotor C10 SUV is an incredible first entrant and sits at the cross section of amazing tech and great value. The campaign embodies the company’s mission: to make cutting-edge EV technology an exciting and effortless choice for drivers worldwide.

Credits:
Leapmotor Australia (Stellantis)
Creative agency: cummins&partners
Production company: NB Content
Media: Starcom
Digital and Social: Balance Internet

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Secret Sounds Connect, part of Live Nation, has rebranded to ‘Connect by Live Nation’, marking a new chapter in the full-service agency’s evolution as Australia’s leading sponsorship, creative and experiential agency in the live music and entertainment sector.

The rebrand highlights the integration of Live Nation Entertainment’s business, providing exclusive access to an unrivalled network of global artists and venues, premier live festivals and events, Ticketmaster’s real-time fan behaviour data, proprietary consumer research, and insights from countless live entertainment experiences globally.

Kristy Rosser, senior vice president, marketing solutions and client services at Live Nation Australia and New Zealand (ANZ) who founded Secret Sounds Connect in 2009, said that the agency was an essential part of Live Nation’s ANZ portfolio, effectively connecting brands with fans and artists, and helping brands earn their revered place in music culture.

“Our evolution to Connect by Live Nation represents our ongoing commitment to amplifying brand and fan experiences in the incredible world of music. Our ability to tap into Live Nation’s global network gives brands unprecedented access to artists, real-time audience insights, trends and an experienced team who are deep-rooted in the industry. It’s an exciting time to be rebranding our agency after a record year at Live Nation globally and an exciting year ahead.”

The agency provides end-to-end brand experiences including talent partnerships, sponsorship, creative services, experiential marketing, insights and research, and strategic planning. The team releases an annual report that uncovers trends among core audiences, genres and industry sectors, including ‘Love Song’ – an annual study that provides brands with an insight into current Gen Z trends and how to authentically connect with them.

Connect by Live Nation’s data-driven approach, combined with creative excellence, has delivered exceptional results for long-standing brand partners such as Smirnoff, Red Bull, Lion and more.

The agency noted that whether it is partnering with local and international artists to reach new audiences or activating at popular events, one insight remains the same – Australian and global consumers say that music is their leading passion.

Rosser concluded: “Our research studies show that now, more than ever, we are craving connection IRL through shared experiences. When activated correctly, fans wholeheartedly welcome brands into their space, fast-tracking long-term brand loyalty by tapping into their passions. We all remember our first live music experience so to be connected with irreplaceable memories is an unrivalled opportunity for brands.”

Connect by Live Nation, led by Rosser, combines brands and artists, worked on high-profile events and gained experience overseeing strategy for commercial broadcasters and social platforms.

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The founders of Spinach, Craig Flanders and Frank Morabito, have made three promotions to lead the Melbourne agency into its next 25 years as they step back from day-to-day operations.

Nicole Miranda, who joined the agency in 2021, will step up to the role of managing director from director of client services and previously worked with the agency when she was Head of Marketing at Liquorland.

She said of her promotion: “Stepping up to managing director is an opportunity to focus our team on making Spinach as invaluable to our clients as the agency was to me when I was on the other side of the fence. Walking the ‘integration’ walk – seamlessly combining our skills in media, creative, data and more – is key to achieving this. While integration isn’t a new concept, delivering on the promise requires an ongoing commitment. I’m more than up for the challenge.”

Ben Willee, who joined Spinach in 2011 when the agency added media to its offering, has been promoted to executive director of media and data.

Willee said: “Working in this industry is like surfing in a hurricane – just when you think you’re on top of a wave, another one comes crashing in. The trick is learning to ride the chaos and make it work for your clients. Fortunately, we love a challenge. Learning isn’t just part of the job – it is the job. And when you pair that learning with smart integration, the results can be spectacular.”

Dom Megna, who joined in January 2023, will oversee the day-to-day running of the creative department as executive creative director. Megna said: “Our clients are always looking for outsized impact and returns – they want an aggressive agency in their corner to get them there.

“Fighting harder is the philosophy for creative as much as it is for every other department. We fight harder for engaging ideas, nurturing them, protecting them; fighting harder to create moments and memory structures for brands and fighting harder for client success. I expect our people to burrow deeply into our clients’ business.”

Flanders and Morabito will remain involved with the business, and said they are confident the agency is in good hands with the new leadership team. Morabito said: “One of the reasons why Spinach is still going strong 25 years later is that we have always been focused on staying ahead of the curve and looking forward. We are now thinking about the next 25 years of the business and where it goes from here. That’s where Nicole, Ben and Dom come in.”

Flanders added: “We’re not getting any younger so it’s time for a generational change. Between them, Nicole, Ben and Dom have got international agency, major client-side brand and start-up experience. In terms of business partners, we couldn’t ask for a better group of collective skills, passions and attitude to move Spinach forward.”

Flanders and Morabito founded the agency in 1999 after leaving FCB, has landed clients including Heinz, Scholl, Durex, Converse, Melbourne Airport and Renault. The agency works with brands such as Drummond Golf, Transurban, Kogan, Baby Bunting, Black Swan Dips and Homebuyers Centre.

Top image: Dom Megna, Nicole Miranda and Ben Willee

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New research from LinkedIn highlights growing challenges for B2B marketers, with nearly half (46%) globally required to justify marketing spend to C-suite executives on a monthly basis. As B2B buying cycles continue to lengthen, 87% of marketers report increasing difficulty in measuring the long-term impact of their campaigns.

The B2B ROI Impact report, based on a survey of over 1,000 B2B marketers worldwide, underscores the mounting pressure to prove marketing’s contribution to company revenue. Seventy-eight percent of B2B CMOs say that demonstrating return-on-investment (ROI) has become more critical over the past two years, forcing marketers to find new ways to quantify their success.

Time poor

Among the key barriers to measuring ROI, 38% of marketers cite the time and resources required for analysis, 37% struggle with integration issues across data platforms, and 36% point to misalignment between sales and marketing teams. With these challenges in play, B2B marketers must refine their measurement strategies to meet increasing executive expectations and secure future investment.

Among the 15 Australian CMOs surveyed, AI-driven innovation ranked as the leading growth driver. The top three priorities identified were upskilling employees in technical skills like AI, leveraging AI for productivity gains, and accelerating the adoption of innovative technologies. These strategies were rated higher than traditional growth tactics such as talent attraction and acquiring new customers.

Head of LinkedIn marketing solutions, APAC, LinkedIn, Matt Tindale said: “In 2025, B2B marketers must get one core operating priority right: proving ROI. To help them move away from a monthly reporting cycle that doesn’t reflect the long-term nature of B2B buying, they must work closely with senior leaders to demonstrate which metrics drive the greatest impact.

“Winning trust with the C-suite starts with helping them see why in B2B, revenue does not increase simply because of the number of leads that a marketing team drives, but rather the quality of those leads,” said Tindale.

AI engagement

Currently, 90% of B2B marketers report improved return on investment (ROI) when using AI to build and optimise campaigns. Key AI applications include enhancing audience segmentation and targeting (57%), predictive analysis for performance and lead scoring (55%), automating routine tasks (53%), and real-time ad spend and content optimisation (53%). Looking ahead, AI is expected to be most valuable in measuring ad effectiveness (53%), personalising content (52%), and advancing predictive analytics (50%).

Among Australian CMOs surveyed, 90% agree AI will unlock new business opportunities, with all respondents stating AI will help free up more time for customer engagement. Additionally, 80% believe AI will shorten the B2B buying cycle, indicating a shift towards more efficient and data-driven decision-making processes.

Luke Fielding, Head of Demand Gen, Eftsure, said: “Today’s marketing success isn’t measured by surface-level metrics like clicks or views. It’s about demonstrating how every campaign, event, or initiative drives revenue and fuels long-term business growth.

“At Eftsure, we use Dreamdata as our revenue attribution platform which enables us to seamlessly connect to LinkedIn Conversions API (CAPI). These tools unlock the insights we need to link marketing efforts directly to pipeline performance and revenue impact,” he said.

Value-driven insights

While volume metrics such as Customer acquisition cost, return on ad spend (RoAS), and cost per acquisition remain key indicators for senior leadership, marketers are shifting focus toward value-driven metrics. Despite 47% of senior leaders prioritising RoAS, marketers consider marketing qualified leads (MQLs) and sales qualified leads (SQLs) to be stronger indicators of long-term campaign success.

Understanding buyer intent – the likelihood of a purchase – is emerging as the biggest challenge for proving campaign effectiveness. To address this, nearly half of B2B marketers (46%) are adopting a buyer group marketing strategy to drive conversions, while 45% are prioritising customer lifetime value (CLV) in reporting to showcase long-term business impact.

AI-driven measurement

LinkedIn continues to enhance its measurement solutions, enabling B2B marketers to track and optimise campaign performance with greater precision. Two key tools, conversions API and revenue attribution report (RAR), are helping marketers improve lead quality and demonstrate ROI more effectively.

• Conversions API allows marketers to integrate first-party data, including online and offline customer interactions, to better target engaged audiences. By optimising for high-value leads that meet MQL or SQL criteria, marketers have seen a 31% increase in attributed conversions, a 20% decrease in cost per action, and early results show a 39% decrease in cost per qualified lead.

• Revenue attribution report (RAR) connects opportunity and pipeline data to LinkedIn, helping marketers tie campaigns to key sales metrics such as revenue influenced, return on ad spend, and pipeline growth. A newly introduced 365-day look back window provides insight into how long-term campaigns contribute to ROI, while new RAR functionality is being tested to track customer engagement patterns and their impact on revenue generation.

Head of digital at Australian Institute for Business, Aimee Simpson, said: “The ability to pass back data on the touch points that matter most in our funnel has had tangible success for our business. The biggest success story has been the improvement in lower funnel conversion from our leads. Since launching CAPI earlier this year, our lead-to-opportunity conversion has increased by 27%.”

Jae Oh, Head of ads measurement, LinkedIn, said: “Vanity metrics, like CPC or CPM, are transient and provide a false sense of performance based on volume. B2B sales cycles take time and the quality of your impressions matters more than quantity.

“Redefining measurement with senior leaders, helping them understand how your campaigns map to qualified leads – and the cost per qualified lead acquisition – is critical because those are the leads that will drive tangible results for the business,” Oh said.

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Geely Auto has teamed up with INVNT for the global launch of its all-electric EX5 SUV in Australia in Sydney on 11 March.

The experiential agency, which was recently appointed to create a brand narrative for G’day Australia, embraced Geely’s commitment to the country. INVNT has line-up activities for the official brand and car with a launch event and all supporting activations, including media drive and technical training.

“The launch of the EX5 is a significant milestone for Geely Auto Australia as it marks the start of our relationship with the country and Aussie consumers, and we needed a partner who could bring this to life in an authentic way, and we are excited to partner with INVNT to deliver unique experiences to consumers, media and our network,” Li Lei, CEO of Geely Auto Australia, said.

Laura Roberts, managing director INVNT APAC, added: “Australia isn’t just the starting line for Geely Auto’s global launch—it’s where the spark of something bigger begins. We believe in the power of innovation-led experiences to shape culture, forge new connections, and set the course for the future.

“With Geely, we’re not just unveiling a car; we’re opening the door to a new era of human mobility, introducing Australians to a brand that’s set to redefine the road ahead.”

INVNT joins a suite of agencies supporting Geely, including Havas Host (creative and social), Havas Media (media), Dentsu (PR and Influencer management) and Merkle (website and CXM).

Last year, Live Nation teamed up with INVNT for the launch of The Weeknd’s After Hours Til Dawn global stadium tour in October.

The experience began on Sunday evening with cryptic messages like “Everything Will Fade” and “The End Is Near” appearing through 3D-mapped projections on Melbourne’s Nylex Plastics Factory.

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Guerrilla and ambient marketing service provider Streetfighter Media has revealed that its expanded its mobile advertising offering by introducing custom experiential builds to its fleet of purpose-built Truck Billboards.

The company says the new addition aims to provide brands with an interactive and mobile platform for consumer engagement.

Launched in 2021, Streetfighter’s Truck Billboards feature an in-built stage for announcements, audience participation, and demonstrations, along with two 6m x 3m creative display spaces.

The newly introduced custom builds allow brands to develop tailored, immersive experiences that can be deployed across multiple locations.

Scitech, Western Australia’s interactive science museum, was the first to trial the format in collaboration with media agency Initiative, independent creative agency Rare, and Streetfighter Media.

Scitech marketing and communications manager, Lina Rudinskaite, said: “Scitech is always exploring new ways to make STEM accessible to a wider audience, and this campaign provided an opportunity to do just that. By incorporating a hands-on, interactive element, we engaged thousands of people across Perth, encouraging participation and curiosity.

“The activation successfully extended our approach beyond the Centre and into the community, creating a dynamic way for audiences to experience science in action,” Rudinskaite said.

The campaign invited audiences to generate pedal power by riding bikes to illuminate a neon sign. Over 29 days, the activation toured Perth, Fremantle, Scarborough, and Hillarys Beach, engaging thousands of participants and generating approximately 650,000 on-the-ground impressions, alongside additional reach via social media.

The expansion of Streetfighter Media’s capabilities offers an alternative to traditional experiential marketing, which is often restricted to static locations and high permit costs.

The mobile format enables brands to reach urban, suburban, and regional markets in a single campaign, while reducing logistical barriers and allowing for broader audience participation.

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