If there’s something about radio Craig Bruce doesn’t know … it’s probably not worth knowing.

Bruce started in radio back in 1986 and since then he’s played a role in the success of some of Australia’s biggest broadcasters – including Kyle Sandilands, Jackie ‘O’ Henderson, Hamish Blake and Andy Lee.

It was Bruce who, back in 2004, convinced Kyle & Jackie O to make the switch from afternoons to breakfast on Southern Cross Austereo’s (SCA) 2DayFM. The rest is history.

Bruce now spends his time teaching others about strategic radio programming and podcasting, while still finding time to dissect the current Australian radio industry. In fact, it’s something he’s so passionate about, he even started a podcast called Game Changers: Melbourne Radio Wars.

Intrigued about his predictions for 2025, Mediaweek sat down with Bruce who didn’t hold back on his thoughts about how the rest of the radio year will pan out.

Melbourne

“I still think there’s probably room for Jase & Lauren to grow,” said Bruce. He is, of course, referring to Nova 100’s Jase & Lauren, who finished 2024 as Melbourne’s number one breakfast show with an 11.5 share.

“Radio is a game of momentum. They absolutely have that. They’ve got the wind at their backs and they’ve got, it feels like a genuine support from the market,” he added.

The momentum Bruce is referring to kicked-off when the pair were axed by The Australian Radio Network (ARN) to make way for the Kyle & Jackie O Show, now networked from Sydney.

Nova 100 quickly snapped them up, in turn, pinning them against the very show that led to their dumping. The decision has proven to be a stroke of genius for the station and a lesson in audience loyalty, with Jase & Lauren storming to the top of the ratings charts.

It’s a trend Bruce predicts will continue right throughout 2025. “I expect them to dominate the market this year for no other reason than they are sounding excellent,” he said.

“I would suggest there is still room for growth or, at the very least, they will maintain the sorts of incredibly strong numbers they already have. You know, they’ve got a cume in the odd 700,000s which is comparable with what Kyle and Jackie are doing in Sydney.

“And just with a little more TSL (time spent listening), you can turn that recipe from a 12 into a 13, 14 or even 15, pretty easily,” he said.

As for Kyle & Jackie O, Bruce believes ARN’s networking dream is gradually turning into a nightmare – one nobody could have predicted. “I think before the launch in 2024 the team would’ve discussed their best and worst case scenarios and I think the worst case scenario has come through for them,” he said.

To make matters worse, Bruce believes any attempts to salvage the brand may fall on deaf ears. “The brand is really badly damaged in Melbourne,” he said.

“It’s going to take a very long time for audiences to give them a second chance. Now, whether that can happen or not, I’m not sure, but it’s going to be really difficult, and there’s going to need to be a level of consistency.

“If there’s a promise the show is going to be less explicit and more mainstream and more open for broader audiences then they need to deliver on every single break, every single day.

“Even though the show has improved in the last 10 to 12 weeks, there’s still a long way to go and still too many opportunities for any new listener coming in hearing the show and hearing something that’s just not palatable for women in their cars with kids, which is essentially the target audience.”

Sydney

While The Kyle & Jackie O Show may be in a ratings free fall in Melbourne, the Sydney market offers a different story altogether, with the pair ending the year with a 13.5% share – taking home the breakfast crown.

But that could all change… and through no fault of their own.

Earlier this week co-host Kyle Sandilands revealed he’s set for immediate brain surgery after being diagnosed with a brain aneurysm, adding that the recovery process could sideline him for up to eight weeks.

“For ARN’s sake, let’s hope it’s just a short term challenge,” Bruce said. “But I think that in terms of who might go into the show … that’ll be an interesting decision.”

Bruce has saved his (arguably) most controversial take till last predicting that 2025 will be the last year audiences will hear Jonesy & Amanda on ARN’s GOLD network.

“I believe they are out of contract at the end of this year, but when I spoke to them recently for the Game Changers podcast, they sounded as connected and as committed as ever. Their ratings are also as strong as they’ve ever been.

“So, if I was at SCA I would be looking at Jonesy & Amanda and thinking, wow, that could fix a 10 year problem they’ve had at 2Day breakfast,” Bruce said.

The problem Bruce is referring to is the merry-go-round of breakfast shows SCA has experimented with over the past few years. To date, they’ve had seven different breakfast show variations since 2013.

While their current show, Jimmy & Nath Plus Emma Chow has got the backing off SCA chief content officer Dave Cameron, Bruce believes the lure of the potentially off-contract radio legends may be too hard to resist.

“Look, at the moment at ARN, there’s branding changes that have already happened with GOLD being nationalised. If they take that next step with breakfast and network Melbourne’s Christian O’Connell (who hosts the breakfast show on GOLD104.3) in for Sydney, then a Jonesy & Amanda breakfast show on 2DayFM, with a format that sounds like GOLD, would be something that could work.”

Although, despite his enviable credentials, Bruce is quick to remind that soothsayer isn’t one of them.

“Look,” he laughed, “I’m an outsider looking in, so I could be wrong on all of this”.

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.

Radio giant Kyle Sandilands has dropped yet another bombshell on The Kyle and Jackie O show, revealing doctors have found another aneurysm.

The broadcaster told co-host Jackie O that the new one was discovered in his chest,.

The news comes just days after Sandilands announced he was set for brain surgery after his medical team found a brain aneurysm.

“They might go in keyhole, or they might have to cut open my skull – either way, I’ll be out for a bit,” he told listeners.on Monday.

But the bad news has not stopped there.

The 53-year-old, who is also starring on Australian Idol, has now told listeners he has a second aneurysm which was discovered during routine checks following the original diagnosis.

“They found another one in my chest and that’s a separate surgery and I have very bad calcium buildup in the heart where I’m likely to have a heart attack,” he told listeners.

The broadcaster also revealed more about the surgery he will need to undergo for his brain aneurysm.

“The aneurysm I’ve got is sort of at a T junction, you know, where your blood vessel travels up and then splits off, more like a shape of a Y.

“So in the middle of that, the top of that Y, that’s where the aneurysm is, and because the blood pressure has been going so strong through me, it’s buckled the the shape of the veins. They were going to thread through a vein and stick a little cannula in there and and put this coil in there. Well, mine’s the wrong shape for a coil.

“The only option to get to it is to open the skull. Then they have to drill a hole through my skull the size of a drinking glass, pull that bit of skull out and then go into the brain,” he said.

But immediate surgery might not be the best option for the star who has a two-year-old son.

‘As soon as I do any procedure my risk goes right up,” he said describing a conversation with his doctor. “He told me to take the weekend to think about it.”

Pictured: Kyle Sandilands

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.

FOX 101.9 breakfast radio host Fifi Box has hit back at claims she doesn’t shop at Kmart, following a questionably received partnership with the retail giant.

Box, who co-hosts the Fifi, Fev & Nick show, copped something of a roasting online, when she teamed up with fellow radio host, Carrie Bickmore, for the campaign.

Many ended accusing the pair of being “rookies” who rarely, if ever, shop there.

Shared across the Carrie & Tommy Show and Fifi, Fev & Nick Show Instagram pages, the video sees the besties on the hunt for affordable home decor. But eagle-eyed fans were quick to call out a glaring detail – the pairs’ lack of a trolley – that, for many, proved they’re not exactly regulars at the retail giant.

Clearly taking umbrage with the accusation that she was not a frequent Kmart shopper, Box took the comments to task on her breakfast show this morning – along with a little help from her co-host Brendan Fevola.

In the segment, Fevola tells Box that “she’s been roasted” before adding that he knows she loves shopping there. To prove it, the team went back into the show’s history to detail all the times the mother-of-two has mentioned Kmart.

It turns out that since 2022, she’s mentioned the show at least seven times in off-the-cuff circumstances. Box herself even jumped in adding that she is “genuinely at Kmart – minimum three times a week”.

The crew then went on to encourage Melbourne listeners to call in if they’ve ever spotted Box in a Kmart, and they weren’t disappointed, with several listeners saying they’ve seen the radio star more than once.

One caller even turned out to be a Kmart employee and confirmed to the crew that he regularly sees Box in his Richmond store.

“Malcom, you work at Kmart,” Box announced before asking the caller “how many times have you seen me there?”

The reply? Too many times to count.

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.

NOVA Entertainment, the home of Nova 969 and Nova 100, has renewed its partnership with Fear & Greed, Australia’s leading business news podcast network, continuing a collaboration that began in 2020.

The deal cements NOVA’s commitment to delivering highly sought-after, commercially in-demand podcast content, strengthening its position in the business news space.

Known as Australia’s go-to source for business insights, Fear & Greed delivers sharp, independent analysis and expert commentary, offering concise, no-nonsense coverage of the day’s biggest financial stories.

Adam Johnson, who is NOVA Entertainment’s chief growth officer, said: “Fear & Greed is a powerhouse in business news podcasting, so we’re delighted to be both extending and deepening our partnership. The collaboration with the F&G team has always been exceptional, so we will be building on this throughout 2025 and beyond to attract more listeners and even greater commercial impact.”

Co-founder of the Fear & Greed podcast Adam Lang said: “We’re thrilled to continue the partnership between NOVA and Fear & Greed. The team at NOVA have a brilliant understanding of our brand, audience, and future ambitions. We are grateful to our audience for almost 20 million downloads so far and look forward to building on that momentum throughout 2025 and beyond.”

The Fear & Greed podcast network delivers sharp, accessible business and finance content across three flagship shows:

• Fear & Greed Business News – Hosted by Sean Aylmer and Michael Thompson, this daily podcast unpacks the biggest business stories shaping Australia.

• Fast Five – Five key news stories in five minutes, bringing listeners up to speed with quick, concise updates.

• How Do They Afford That? – Financial planner Canna Campbell joins Thompson to break down money hacks, habits, and strategies for everyday Australians.

Founded in 2020 by Aylmer, Adam Lang, and Thompson, Fear & Greed is built on deep media and finance expertise. Aylmer, a former Fairfax editorial director and economist, teams up with Lang and Thompson – both ex-Macquarie Media – to bring smart, straight-talking finance content to a national audience.

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.

Val Morgan kicked off its ValFronts 2025 roadshow in Sydney this week, rolling out two new group data solutions – Validate and Category Entry Packs – it promises will sharpen its audience targeting game.

Validate is a first-of-its-kind data platform combining audience insights from Val Morgan Cinema, VMO, and Val Morgan Digital, now supercharged with consumer data from hundreds of categories and brands. Layered with location and movement analytics, it gives advertisers unprecedented precision in targeting and measurement.

Clients can now track high-value audiences across all three channels simultaneously, with tools for cross-channel optimisation, sales attribution, and market share uplift – bringing sharper insights and stronger results.

Managing director of VMO, Paul Butler, commented on the launch of Validate, claiming that Val Morgan is the only media group in ANZ offering a solution as robust as Validate: “No other media partner can seamlessly attribute offline and online, in-home & out-of-home, and content and commerce, not just for individual brands, but the competitors within their category.

“Launching Validate demonstrates our commitment across the group to continue driving real results for brands and maximise their ROI by driving every dollar towards attribution and growth,” he said.

Val Morgan will also launch Category Entry Packs, a new and innovative way for clients to target audiences across the group.

For nearly a decade, marketers have used Category Entry Points (CEPs) to hit consumers at peak decision-making moments. Now, Val Morgan claims it’s making it easier with Category Entry Packs.

Brands can now buy against CEPs with prepackaged campaign packs for convenience or opt for a custom-built approach for more flexibility. The company says it’s all about smarter targeting, simplified.

“Category Entry Packs enable more precise targeting and messaging while cutting wastage for brands,” said Guy Burbidge, Managing director of Val Morgan Cinema.

“We’re consistently innovating and seeking new ways to deliver maximum value across the group for our partners. The launch of our Category Entry Packs forms part of that, because we know how important they are for driving brand growth,” Burbidge added.

Managing director of Val Morgan Digital, Brian Florido, added: “Our unique mix of channels across local communities, shopping centres, health clubs, cinemas, and online via our digital communities across The Latch, POPSUGAR, BuzzFeed, Tasty, LADbible and Fandom creates a unique opportunity for brands to be present at moments of highest consumer receptivity. The introduction of our Category Entry Packs will be game changing for brands.”

Validate and Category Entry Packs will release later this year.

Pictured: The Val Morgan team

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.

Chip brand Smith’s has launched a new product-focused campaign celebrating all the simple joys found inside each pack following the successful ‘Joy is a Simple Recipe’ brand platform launch.

The new work from creative agency Special captures every moment, from the first whiff of chips when you open the bag to the final scrape for the last crumbs.

This campaign draws universal relatable snacking rituals uncovered through qualitative research—habits we all share but rarely discuss—delivered with the simplicity and focus that only an iconic brand like Smith’s can achieve.

“We know there are so many different things that people love about our chips — their favourite flavour, curly chips, bag crumbs, lucky big chips, the smell — so there’s no shortage of insight and love in Australia for us to tap into,” Katherine Twomey, marketing manager, Smith’s, PepsiCo said.

“We’re looking forward to where this and future work can remind Aussies why they love Smith’s.”

Lauren Regolini, creative, Special said: “If you’re Australian, the mere mention of the word ‘Smith’s’ will have you salivating like a Pavlovian pooch. So it was fun to have licence to celebrate the brand like the category leader it is — big, beautiful, simple, relatable and charming.”

Locki Choi, Creative, Special, added: “A half-eaten bag of Smith’s is a rare sight. They’re just packed with so many little tasty moments that before you know it, you’re waking up from a snack frenzy to find yourself licking the empty foil (speaking from experience).

“It was just a matter of beautifully photographing each delicious step of the way towards the bittersweet end.”

The campaign launches this month in OOH, film, social & creator content.

CREDITS
Client: Smith’s, PepsiCo
Chief Marketing Officer, ANZ Foods – Alessia Taddei
Marketing Manager – Katherine Twomey
Senior Brand Manager – Bridget McBride
Brand Manager – Tania Ye
Brand Manager – Camille Norsa 

Creative Agency: Special
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin

Partner/CSO: Dave Hartmann
Group Creative Director: Max McKeon

Lead Creatives: Lauren Regolini, Locki Choi
Integrated Producer: Steph Wilkinson
Team Lead: Michelle Braslin
Business Director: Alicia Aguilera
Business Manager: Alice Bishop

Strategy Director: Heather Morrison

Finish Artist: Jen Bailey

Production
Production Co: Pool Collective
Photographer: Danny Eastwood
DOP: Oliver Rose
Executive Producer: Courtney Wellsmore
Producer: Lauren Simpson
Stylist: Jerrie-Joy Redman-Lloyd

Sound & Music: Squeak E. Clean
Producer: Emma Duncan & Karla Henwood
Sound Engine: Cam Milne

Post Production: Special Made
Offline: Kelly Searancke
Colourist: Greg Contantaras
Online: Jess Morgan
Retouching: Cream Studios

Media Agency: PHD Media
Planning: Annkathrin Nohns, Wendy Amoako
Investment: Mikeah Irving, Tasnia Sheikh
Activations: Agne Staraite, Rebecca Lai, George Grigoriou

Shopper Agency: Platoon
Shopper Strategist / Director: Lori Woodward
Shopper Planner / Director: Cam McGeachie

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.

Meta is launching a new suite of tools to help advertisers expand and optimise campaign performance with AI tools and accessible recommendations proven that can drive results.

The product enhancements in Ads Manager, which will be tested globally with advertisers in the coming weeks, include a new scoring tool and automated workflows featuring a lead-generation objective for full campaign automation.

New products AI tools at Meta

Among the products is Opportunity Score, which will help advertisers enhance performance by prioritising effective campaign recommendations in near real-time.

The feature will allow businesses to see their ‘opportunity score’ from between 0 to 100 in Ads Manager, along with personalised campaign recommendations to improve performance.

Meta Advantage+ is also testing a new campaign set up to bring AI-optimisations that power Advantage+ Shopping and App campaigns to more advertisers.

The AI optimisations will be turned on when an advertiser sets up a sales, app install, or leads campaign and will allow advertisers to make manual adjustments if preferred. The test will rebrand Advantage+ Shopping campaigns to Advantage+ Sales campaigns.

The addition of Advantage+ leads campaigns introduces a new objective for full campaign automation in addition to sales and app campaign end-to-end solutions within Meta Advantage+. It will allow advertisers to generate high-quality leads efficiently using the AI-optimisations proven to maximise performance potential.

‘AI has the potential to revolutionise the way businesses approach advertising’

Nicola Mendelsohn, Meta’s head of global business group, recently visited the tech giant’s Singapore headquarters and reiterated Meta’s commitment to innovating performance for advertisers in a press conference.

“We believe that AI has the potential to revolutionise the way businesses approach advertising. With these new tools, we’re making it possible for more advertisers to access and test the benefits of AI-driven optimisation and personalised guidance,” she said.

Mendelsohn also noted that advertisers will be able to manually adjust settings in the new look Advantage+ setup.

“Advertisers don’t have to run Advantage+ sales campaigns if they’d prefer to turn off our most advanced AI-optimisations. In this new setup, they can easily see when Advantage+ is ‘off’ with the toggle on the right hand rail.

“That said, Advantage+ shopping campaigns is one of our fastest growing ad solutions and has widely proven its ability to drive ROI – with studies showing a 4x higher ROAS for APAC advertising campaigns when they adopted Advantage+ shopping campaigns

“Our priority as we enter a new era of AI-driven ad tools is to make sure we’re helping advertisers optimise their campaigns for what they value most. Which is why we’ll continue to invest in tools that help advertisers guide our AI to deliver on their goals,” she said.

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.

News Corporation (Nasdaq: NWS, NWSA; ASX: NWS, NWSLV) has reported a robust fiscal second quarter for 2025, with revenues growing by 5% year-over-year to $2.24 billion. The company’s net income from continuing operations surged by 58% to $306 million, driven by strong performances across its Digital Real Estate, Dow Jones, and Book Publishing segments. Total Segment EBITDA saw an impressive 20% rise to $478 million.

Key performance drivers

• REA Group’s record quarter: The company’s Digital Real Estate Services business, led by REA Group, posted record revenues of $343 million, up 17% year-over-year, powered by a strong Australian residential market.

• Dow Jones growth: Revenues at Dow Jones hit $600 million, reflecting a 10% growth in its Energy division and an 11% rise in Risk & Compliance services. This segment benefited from increased circulation and higher professional information business revenues.

• Book publishing expansion: Revenues in this segment climbed 8%, while Segment EBITDA rose 19%, driven by continued demand for both physical and digital books.

• News media challenges and cost discipline: While News Media revenues faced a slight decline, the company highlighted rigorous cost controls and digital development as factors helping to improve overall margins.

Strategic move: Foxtel sale to DAZN

In a major strategic shift, News Corp announced the sale of its Foxtel business to global sports streaming provider DAZN for an enterprise value of A$3.4 billion. The transaction, which positions News Corp for greater focus on its core growth areas, reflects Foxtel’s successful digital transformation and is expected to create long-term value for shareholders.

Commenting on the sale, News Corp CEO Robert Thomson said: “This agreement is tangible recognition of Foxtel’s successful digital transformation, and should surely benefit our shareholders, our partners at DAZN, and all Australian sports fans.”

AI and content monetisation

Thomson also addressed the company’s position in the evolving AI landscape, emphasising News Corp’s commitment to protecting content rights.

“We are providing priceless content for Generative AI, and remain vigilant in our pursuit of degenerative AI,” he said, pointing to the company’s ongoing legal battle against AI platform Perplexity while also recognising the significance of partnerships like the one with OpenAI.

Stockholder value and future focus

The company’s move toward streamlining operations and strengthening its digital assets is expected to drive long-term stockholder value. With continued growth in its key pillars—Digital Real Estate, Dow Jones, and Book Publishing, News Corp is positioning itself as a leader in premium content and digital services.

With a keen focus on margin improvements, digital development, and strategic asset optimisation, News Corp’s fiscal Q2 2025 results underscore its ability to navigate industry shifts while capitalising on emerging opportunities.

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.

Investigative journalist Hedley Thomas has announced a third season of his investigative podcast series Bronwyn.

Thomas, who is best known for his podcast The Teacher’s Pet, revealed the series was “shaping up to be the most exhaustive podcast series we’ve done”.

In an email sent out by The Australian, the masthead behind Thomas’ podcasts, Thomas went on to explain that the new series will feature “new witnesses and new evidence” which “have helped to bring us closer to finding what happened to Bronwyn.”

The series centres around the 1993 disappearance of Lennox Head mother Bronwyn Winfield.

Thomas explained: “Bronwyn was a mother of two little girls. They lived in the coastal enclave of Lennox Head near Byron Bay. Important stories like this one have a long tail and Bronwyn’s goes back almost 32 years.”

Thomas revealed that he first head about the case seven years ago “while sitting in a comfortable chair in the home of a retired senior magistrate and coroner”.

“It was shortly before Christmas, 2017 and I was doing early interviews for an investigation into the disappearance of another missing woman, Lyn, for a podcast called The Teacher’s Pet. By chance, the same coroner had run two inquests a year apart, in 2002 and in 2003, into the presumed deaths of Bronwyn and Lyn. I wanted to delve deeply into Bronwyn’s disappearance for a podcast series as soon as I heard about it.

“We have covered a lot of ground and revealed damning evidence in the Bronwyn podcast series. We have uncovered appalling failures during the early police investigations. In Season 2, we found compelling clues which we believe are pointers to the possible location of Bronwyn’s body. Jon Winfield, who was Bronwyn’s estranged husband at the time, has always emphatically denied wrongdoing.

Season 3 will be released to The Australian subscribers first on February 7.

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.

Campbells launched its new campaign aimed at reigniting small business owners’ awareness of the brand, and its position as a foodservice wholesaler.

In collaboration with creative marketing agency Paper + Spark, the ‘We’ve Got You’ campaign that empathises with the challenges of running a small business and keeping stock levels in check.

The campaign positions the foodservice wholesaler as a champion of convenience, ease, and service that make a real difference to busy business owners.

“At Campbells, we make it our business to help your business run smoothly. We’ve got you,” said Anthony Russo, marketing, Campbells.

“We understand the daily pressures of small business owners, and this campaign reinforces that we’re here to make their lives easier with our exceptional service and depth of product offering, while continuing to offer value for money across our range,” he added.

Paper + Spark’s creative delivers the ‘We’ve Got You’ message to life through a series of 30-second ads that show how Campbells flexibility and commitment to supporting business owners. The campaign marks a new brand positioning for the wholesale foodservice business, setting it apart from competitors that focus primarily on price.

Paul Everson, director at Paper + Spark, said: “Small business owners don’t just want the cheapest option—they want reliability, service, and efficiency.

“Campbells understands that, and ‘We’ve Got You’ delivers that message with humour, insight and impact,” he added.

The new campaign has now rolled out across digital, social, and in-store channels, and reinforces Campbells’ role as the wholesaler that best understands and supports Australian small businesses, doing everything they can to support their success.

Campaign Credits:

Agency: Paper + Spark
Client: Campbells
Production: Condi Bro’s Production

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.

Claxon has revealed its rebrand as the agency finalises its integration of creative and brand agency Embark, after it was acquired last year.

As part of the final phase, James Coulson steps into the role of brand strategy director, while Claxon’s creative arm is bolstered with the appointment of Phil Coulson as creative director.

Phil Coulson led the rebrand to reflect the Gold Coast-based agency’s identity as a “bold, provocative growth agency that cuts through the noise”.

“When I took on the role of Creative Director, I saw an opportunity not just to refresh the brand, but to ensure it truly represented who Claxon is today and where we’re headed,” Phil Coulson said.

“Claxon is about growth, not just for our clients but for ourselves. The best brands evolve alongside their businesses, and our new identity is an intentional step forward. We didn’t want a full reinvention, but rather an elevation – refining what makes Claxon unique and amplifying it,” he explained.

“The homepage imagery, inspired by sound waves, represents how we disrupt traditional marketing approaches. The refined colour palette and contrasting typefaces are designed to enhance the brand’s sharp, dynamic presence,” Coulson added.

The agency’s CEO Daniel Willis, the rebrand is a bold declaration of what Claxon stands for. He said: “We’ve never been just another marketing agency. We see ourselves as a chainsaw among apples and oranges, and our new brand reflects that sharper edge.”

“Claxon has always been a growth agency, but in the past that aspect of our brand that sat in the background – now, it’s front and centre where it belongs.  If a business is only looking for a marketing partner, we’re probably not the right fit, but if they’re seeking commercial performance and sustainable growth, using marketing as the vehicle, then Claxon is the perfect partner.”

Claxon experienced plenty of growth and momentum in 2024 with the addition of Eckersley, Phizz and Sisu Clinics to its client roster, appointments to its senior leadership team, strategy and creative arms, garnering Deloitte Tech Fast 50 status for the third consecutive year and in recent weeks its 4-day week for all employees.

The rebrand is effective immediately, with the new identity currently rolling out across all Claxon touchpoints.

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.

Sports Entertainment Network (SEN) is to bring comprehensive live coverage of Super Bowl LIX, marking its eighth consecutive year broadcasting the NFL’s biggest game.

Kicking off at 9am AEDT on Monday 10 February, SEN’s on-the-ground commentary team will deliver expert analysis as the Kansas City Chiefs chase a historic three-peat against the Philadelphia Eagles at New Orleans’ Caesars Superdome.

Gerard Whateley, Ben Graham, and Larry Fitzgerald Sr. lead the call, with Graham – the first Australian to play in a Super Bowl – providing insider perspective, while Fitzgerald Sr., one of American football’s most respected voices, adds expert breakdowns.

Adding to the intrigue, Australian Jordan Mailata, a key Eagles offensive lineman, is on the verge of making history as the first Aussie to win a Super Bowl, while the Chiefs look to further solidify their dynasty status.

In the lead-up, Whateley has been broadcasting live from New Orleans all week, hosting Whateley from Radio Row at 9am AEDT daily, giving fans unparalleled Super Bowl access. Meanwhile, SEN’s All American Hour has been airing each morning from 5am to 6am AEDT, with Jordan Kounelis and David ‘The Chief’ Alcaro delivering the latest news and interviews straight from the heart of the action.

“There’s nothing quite like the Super Bowl,” said Whateley.  “It’s the biggest annual stage in world sport, and to be here covering it live is always a privilege. Mailata, continues the quest to be the first Australian to play in a winning Super Bowl team, while the Chiefs are chasing a history-making third straight championship.  It’s loaded with drama and storylines and we’ll take our listeners right to the heart of the action.”

SEN’s Head of Sport, Julian Bayard, added: “Our eighth consecutive Super Bowl broadcast reflects SEN’s commitment to delivering world-class coverage of the world’s biggest sporting events. With a star-studded call team and unrivalled access live from New Orleans, fans across Australia will have everything they need to be a part of the action.”

SEN’s Super Bowl LIX broadcast will run from 9am to 3pm AEDT on Monday 10 February, with the game kicking off at 10.30am AEDT.

Fans can tune into SEN’s comprehensive Super Bowl LIX coverage across all SEN stations, including; SEN 1116am Melbourne, SEN 1170am Sydney, SENQ 693am Brisbane, SEN Gold Coast 1620am, SEN SA 1629am, SEN Tassie 1629am, SEN Top End 1611am, SEN Mt Gambier 1629am,SENSpirit 621am Bunbury, SENSpirit 1494am South West, SEN Peel in Mandurah DAB+, SEN Goldfields 1611am Kalgoorlie, SEN Fanatic on DAB+, and the SEN App.

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.

Braze has unveiled its new Sydney data centre and ANZ headquarters, reinforcing what it claims is its growing investment in the Australian and New Zealand market. The company says the move is designed to help brands navigate shifting privacy regulations and enhance customer engagement.

ANZ is now Braze’s fastest-growing region in APAC, with major brands like Wesfarmers, Canva, REA Group, David Jones, and Cashrewards leveraging its platform.

Since acquiring local reseller NorthStar in June 2023, Braze has seen strong regional growth, driven by rising demand for data security and personalised customer experiences. Braze says the new data centre and headquarters further cement its commitment to supporting Australian businesses in a rapidly evolving digital landscape.

Lewis Barnes, who is the general manager Australia and senior director, customer success at Braze, said: Australia stands at the forefront of digital innovation and evolving privacy standards. Our new Sydney data centre and ANZ headquarters are a direct response to the unique needs of the Australian market. We’re not only providing the robust, local infrastructure that can support data sovereignty, but we’re also empowering our clients to drive customer engagement and growth in an increasingly competitive landscape. Our investment here underscores our belief in Australia’s potential and our commitment to supporting its digital transformation.”

Sydney-based data centre

Hosted on AWS, Braze’s Sydney-based data centre will give brands greater flexibility, security, and control over their data to meet internal policies, business needs, and data residency requirements.

Designed for high performance and scalability, the new facility enables real-time data processing for businesses of all sizes – from startups to those managing hundreds of millions of users. By keeping data within Australia, brands can better align with consumer privacy expectations, reduce risk, and strengthen customer trust, all while enhancing engagement strategies.

Shahid Nizami, who is the vice president, Asia Pacific and GCC, said: “The launch of our new data centre in Australia is a major milestone for Braze and a testament to our strong commitment to the Australian market. Australia is a key player in our APAC operations, and we’re dedicated to providing our Australian customers with the best possible experience. This data center should enhance performance, support data sovereignty, and enable us to better serve the growing demand for our customer engagement platform in the region. We’re excited to continue investing in Australia and empowering our customers to build stronger connections with their audiences.”

Sydney HQ

Braze’s new ANZ headquarters sit in a 12,500 sq. ft. Sydney CBD office, marking a major milestone in its regional growth.

With its ANZ team now at 70 across Sydney, Melbourne, and Queensland, Braze says the move showcases its long-term commitment to the market and its focus on driving innovation and expansion across the region.

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.

72andSunny has been appointed to accelerate growth for the global workplace management tech platform, Deputy.

Deputy is an Australian-founded tech platform that helps businesses, particularly those with shift workers, with rostering, timesheets and HR. Founded in Australia in 2008, the company has achieved significant global growth, achieving a billion-dollar valuation and unicorn status in 2024.

The creative agency’s Australian team will develop the company’s first ATL advertising campaign. Deputy has previously managed all advertising in-house and sought an agency as it looks to accelerate growth and defend market share against competitors.

The appointment builds on 72andSunny’s tech experience, globally and locally, with recent local projects including Google, Afterpay, realestate.com.au, and Culture Amp.

“We were looking for a creative agency who understood our market, our customer and our purpose as a company. 72andSunny stood out from the pack and their belief in Optimism resonated with our internal culture,” Kesh Vallot Shannon, senior vice president of global marketing of Deputy, said.

Ross Berthinussen, president ANZ, 72andSunny, said: “We’re enjoying putting Optimism into action to unlock possibilities with this ambitious team. Shift workers are a huge part of the workforce and are underserved by innovation. Deputy makes a significant difference to the experience of both the businesses who use it and the shift workers they employ.”

The work is in development now and will launch in April 2025.

The news follows the recent announcement of 72andSunny as the creative partner for the AFL to launch the 2025 Toyota AFL Premiership Season.

The creative agency has been tasked with developing a new brand campaign to inform the league’s activity in 2025, commencing with the season’s Opening Round.

72andSunny’s appointment builds on experience in sport. Globally, the agency has worked with brands such as Adidas, Under Armour, and the NFL.

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 Oasis Committee is back to build on the positive community impact created after a successful 2024.

Chairperson Michelle Testa, client partner at Carat, has led the committee for the past six months, analysing and reimagining greater success this year.

“We were absolutely thrilled with our outcome in 2024, raising a record-breaking $162,190, and more importantly, refocusing the event around its core purpose,” said Testa.

“Since September, we’ve been reviewing every aspect of the event, identifying key successes, and exploring new opportunities to take the event to the next level.”

A key factor in the Committee’s success has been its innovative “Squad and Sprint” approach.

The 17-member team is divided into three specialised squads, each focused on specific areas and led by emerging senior leaders, The Brand Agency’s Eloise Cribb leading marketing, Urban List’s Lelani Vakaahi leading revenue and Alicia Campbell from Seven West Media leading the event squad.

These squads work in “sprints” between major committee meetings, allowing for a more focused, agile approach and ensuring continuous progress towards the event’s goals.

“The response to join the Committee after the 2024 event was truly overwhelming,” Testa said. “It’s a clear testament to our ability to show that our industry can make a real impact for good, with new members eager to get involved and contribute.”

Guy Rees, state manager – WA Youth Services, The Salvation Army Australia Territory, said: “I would like to recognise the passion, commitment and immense contribution of the past, present and future members of the Oasis committee. We are truly blessed to have such a wonderful long-term relationship that has gone from strength to strength and I am really excited to see this continue to grow.

“Thank you just is not quite enough but I am truly grateful for the leadership and commitment of Michelle and the incredible work put in by the committee to host such an amazing event – and the significant contribute this brings to change the lives of young people in WA.”

Testa added: “I would like to take the opportunity to acknowledge the support and contribution made by outgoing 2024 Committee – Bronte Davy (Rare), Evelyn Dalton (Moonsail), Luke Whelan (Perth Is OK!) and Reyne Thompson (The Brand Agency).”

The Oasis Committee raises awareness and funds for the Salvation Army’s efforts to help support disadvantaged youth.

The Salvation Army’s WA Youth Programmes are designed to serve some of the most disadvantaged young people within our community. These young people’s lives have been severely impacted by their parents’ or guardians’ alcohol and drug addiction, mental health and unstable home environments. As a direct result they experience family violence, abuse, neglect and abandonment. The focus of the Oasis Project is Oasis House in Mirrabooka, with funds raised supporting a range of initiatives aimed at giving young people a safe and stable environment in the first instance and help them transition to independent living.

The Oasis Committee is excited to once again deliver a powerful industry event this year, with a new theme to be announced shortly complemented by some new initiatives intended to support the fundraising efforts.

–

Top image: Back Row – Jodie Allen (Match & Wood), Ebony Lane (Perth Is OK!), Carma Levene (Marketing Consultant), Sophia Taylor (Moonsail), Sophie Park (Carat), Kylie Macey (303MullenLowe), Chris Perera (Steam Outdoor)

Front Row – Caitlin Buck (Val Morgan), Dom Driscoll (oOH!), Leilani Vakaahi (Urban List), Alicia Campbell (Seven West Media), Michelle Testa (Carat), Sophie Fielding (The Brand Agency), Eloise Cribb (The Brand Agency), Tia Sullivan (Initiative), Jess Cameron (ARN)

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.

William Buck has launched its first recruitment campaign for NSW with creative agency Focus Creative (part of Focus Group).

The campaign seeks to position the accounting and advisory firm as a progressive company that strikes the perfect balance between being one of Australia’s top advisory firms while also providing some of the most progressive employee benefits in the industry.

The firm had an extensive review of its operations, including staff interviews, employee benefit schemes and service offerings, which yielded the communication framework for the campaign.

“Conducting the research ensured we came from a genuine place. We didn’t need to overstate to get our messages across. Every idea put forward is reflective of real experiences that William Buck employees have,” Ellie Moss, Focus Creative strategy director, said.

Bryony Vandepeear, partner and head of marketing NSW at William Buck, noted the importance of getting their first high-profile campaign right: “We wanted the campaign to avoid the clichés that you often see in our industry.

“It was critical that we balanced the tangible outcomes that we deliver with the informal style that underpins our culture. We love what the team at Focus Creative has developed. It’s got a playfulness to it, while also hitting all the important points we want to deliver.”

The campaign is live across light rail, train stations and digital displays and features real William Buck employees demonstrating the William Buck difference.

Client: William Buck
Partner (Marketing): Bryony Vandapeear
Marketing Coordinator: Georgia Solway

Agency: Focus Creative
Creative Director: Carlos Jonmundsson
Lead strategist: Ellie Moss
Design: Alex Ferguson-Kang
Account Manager / Producer: Olivia Colantonio

Production Agency: CactusCan
Production Coordinator: Artyom Chichkovskiy
Photography: Hayden Buchanan
HMU: Diana Nguyen Artistry

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.

Australians pay more attention to contextually relevant ads, delivered alongside the content they are consuming over than other forms of advertising.

The latest Digital Advertising Pulse Check from GumGum, the contextual intelligence company, surveyed 1,003 consumers in Australia aged 18 and revealed a snapshot of how people feel about digital advertising in 2025.

The report found 62% would pay more attention to contextually relevant ads compared to other alternatives. Trust in contextually relevant ads was considerably higher, with 70% said they put more faith in the former than the latter.

As privacy concerns rise, 82% of those surveyed said protecting their personal data when engaging with ads is extremely or somewhat important, making contextual advertising a powerful way to engage Aussie audiences without compromising trust.

The report also found that 63% would reduce or stop using a brand’s services if its ads felt too intrusive.

The report further outlines that consumers have a negative impression of traditional tracking-based ads, with 69% describing it as either “invasive” or “unsettling.”

“This discomfort reflects consumers’ heightened awareness of privacy issues, as people now expect brands to prioritise data protection and respect people’s boundaries,” said Matt Coote, country manager for Australia at GumGum.

“Advertisers need to meet consumers where they are, using advanced contextual advertising that aligns with the content people are viewing rather than relying on personal data. It’s about creating a respectful and relevant experience that builds trust,” Coote added.

The research also demonstrated the need for advertisers to avoid awkward situations with their target audiences, as doing so can risk losing customers entirely. When asked how they felt about ads that seem overly personal — such as those reflecting recent shopping habits or browsing history — more than three-quarters (78%) of respondents viewed these ads negatively. Additionally, 61% found ads targeting personal relationships or health topics to be off-putting, with 41% considering the ads a violation of privacy.

“The repercussions for brands are substantial. If an ad feels too intrusive, nearly two-thirds of Australians say they’d be likely to reduce or even stop using that brand’s services. This shows just how important it is for advertisers to strike the right balance—effective targeting must go hand-in-hand with a strong respect for consumers’ privacy,” added Coote.

“Overall, these findings clearly reveal that contextual advertising resonates more effectively with Aussie consumers. Marketers absolutely have to build trust by delivering ads that are relevant and impactful without compromising privacy. By prioritising trust and creativity, brands can forge stronger, more meaningful connections with their audiences without crossing the line into invasiveness.” said Niall Hogan, General Manager, JAPAC, at GumGum.

–

Top image: Matt Coote

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.