News Corp Australia is omnipresent this week at the second SXSW Sydney. It is hosting guests under its Growth Distillery banner at The Ideas Dome in Tumbalong Park.
It is also running a series of Growth Distillery podcasts inside the ICC with host Dan Krigstein.
To officially launch the SXSW activity, Lou Barrett hosted a launch event for News Corp Australia guests at the top of Sydney’s new W Hotel. The event was planned to be outside around the hotel’s impressive rooftop pool. However a stormy Sydney Monday night meant the guests had to move inside.
Guests were welcomed by Barrett who detailed some of the highlights at different events across the week under The Growth Distillery umbrella.
“We are thrilled to be a supporting partner of SXSW Sydney and to showcase the power of News Corp Australia’s brands in such a dynamic setting,” said Barrett.
“This event provides a unique opportunity for us to invite our client and agency partners to experience our brands at a consumer level, while immersing themselves in the creativity and innovation that SXSW Sydney brings to the marketing community. It’s an inspiring environment where we can connect, engage, and explore new ways to drive commercial success together.”
Thelma Plum at the W
Barrett then introduced singer Thelma Plum who presented a number of tracks from her new album I’m Sorry, Now Say It Back.
Following the short set, Plum was interviewed by Vogue Australia executive editor Jessica Montague.
News Corp Australia executives at the event alongside Barrett included Pippa Leary, Damian Cleary, Natasha Cormier, Mike Connaghan, Dan Krigstein, Nicholas Grey, Cameron Curtis and Nick Smith.
Industry guests enjoying the rainy views from the top of W Hotel included Accenture’s Mel Fein, Mediabub’s Sue Squillace, American Express’ Emma Malinson and Naysla Edwards, IAG’s Michelle Klein, Massel Group’s Mark Klein, Deloitte’s Carmen Roche, AANA’s Josh Faulks, IAB’s Gai Le Roy, and IMAA’s Sam Buchanan.
We also spotted Mediaweek’s Andrew Mulready and Misfit Greg Graham.
Main photo: Jessica Montague, Thelma Plum and Lou Barratt
Damian Cleary, Gai Le Roy, Thelma Plum, Sam Buchanan, Lou Barrett
Lou Barrett with Sue Squillace and Josh Faulks
Naysla Edwards with Lou Barrett
Lou Barrett and Nicholas Gray
Lou Barrett with Mel Fein
Pippa Leary with Nicholas Gray
See also: SXSW Blog Day 1 – Sessions with Canva’s Melanie Perkins and Meta AI guru Manohar Paluri