Tag: Australia

Australia – Nine has announced a major strategic realignment of its streaming and broadcast division, revealing a new leadership structure and operational framework aimed at driving growth, accelerating innovation, and strengthening its market position across free-to-air and subscription platforms.

The announcement, made by Amanda Laing, Nine’s Managing Director of Streaming and Broadcast, is part of the broader Nine2028 transformation program and follows the introduction of the company’s new Group Operating Model and the formal creation of the Streaming and Broadcast Division earlier this year.

Set to take effect from 1 July 2025, the restructure introduces a series of new senior roles overseeing key areas across Channel 9, 9Now, and Stan — marking the first time these brands will be managed under a unified leadership team.

Key appointments include:

  • Michael Healy, Executive Director – Entertainment: With four decades of experience in content creation, Healy will now oversee entertainment across both free and subscription services. His extensive understanding of Australian audiences and local storytelling will be central to programming strategies across all platforms.
  • Cailah Scobie, Executive Director – Entertainment Content Acquisitions: Scobie brings a strong background in both free-to-air and paid media, known for her negotiation skills and ability to secure high-performing content that drives both advertising and subscriber growth.
  • Fiona Dear, Executive Director – News & Current Affairs: Dear continues her leadership of Nine’s news and current affairs division, tasked with further transforming 9News and ensuring strong editorial performance across all broadcast and digital channels.
  • Brent Williams, Head of Sport Production: Sport remains a major investment pillar for Nine, and Williams will unify the production capabilities of Wide World of Sports and Stan Sport to optimise output and resources. Amanda Laing will also lead strategic initiatives across the wider sports business, focused on rights, advertising, and partnership growth.

Two additional executive roles are being created to support the division’s commercial and brand strategies:

  • Chief Strategy Officer – Streaming and Broadcast: Recruitment is underway for this new role, which will support strategic planning and execution across Nine’s suite of products.
  • Chief Marketing Officer – Streaming and Broadcast: A new marketing leader will be appointed to coordinate brand strategies across platforms and enhance audience engagement.

In a further shift, Nine’s State Managing Directors — Kylie Blucher (QLD), Clive Bingwa (WA), and Sean O’Brien (SA) — will now report directly to Amanda Laing. This realignment aims to support market-specific growth across Nine’s streaming and broadcast businesses in those regions.

Profit and loss accountability has also been redefined, with three executives overseeing the group’s core platforms:

  • Hamish Turner, Executive Director – Channel 9, 9 multi-channels and 9Now: Turner assumes financial and strategic responsibility for Nine’s free TV and streaming services.
  • Dan Taylor, Executive Director – Stan: Taylor continues to lead Stan, a key growth asset for the group, with full P&L accountability.
  • Tom Malone, Managing Director – Radio: Radio operations remain under Malone’s leadership, contributing revenue and EBITDA to the broader Nine Group.

Commenting on the changes, Laing said: “There is immense opportunity to drive growth for the Nine Group, and we are already building strong momentum. While our streaming and broadcast brands have each performed well independently, our greatest strength lies in how we bring them together under the power of the Nine Group.

“These changes are the first step in unlocking that potential. We’re fortunate to have some of the industry’s most talented leaders, and I’m excited to harness their experience as we move into this next phase.”

The new structure is designed to streamline decision-making, promote synergy across platforms, and align Nine’s strategic and operational efforts more closely with evolving audience and advertiser needs.

Australia – Sydney Airport has launched its latest campaign via independent media agency Bench, in partnership with travel search engine Kayak and creative agency Common Ventures.

Built around the energising brand platform “Life Takes Off When You Do”, the campaign invites Sydneysiders to embrace their next journey – be it a long-haul escape or a spontaneous getaway – by reawakening the excitement of travel.

Bench designed a media strategy that places the campaign at the intersection of innovation and immersion, with a heavy focus on high-impact, contextually relevant formats across multiple touchpoints designed to inspire travel at every turn.

Nate Vella, brand strategy lead at Bench said, “This campaign celebrates the emotional and physical lift-off that comes with travel.  We set out to design a media experience that doesn’t just show the journey – it feels like the start of one, encouraging inspiration and immersion from the outset.”

Bench showcased the campaign’s hero video asset within Netflix’s premium, full-screen ad environment, and leaned into increased foot traffic across the city during Vivid, by delivering sound-on video across JCDecaux’s XTrack TV network in the CBD and Eastern Suburbs, capturing attention in high-density transit zones. 

This combined with Kargo’s standout Lighthouse and Runway formats – which use dynamic, full-screen creative to connect with travel intenders as they browse and scroll – bring the scenic and emotive visuals of the campaign directly into the daily lives of Sydney-siders.

Shane Hodges, general manager of strategic aviation development at Sydney Airport, said, “This campaign is designed to reignite the excitement of travel, starting with the moment you begin planning your trip, and we’re extremely proud that in that journey, Sydney Airport as Australia’s premier international gateway, plays a key role in making it all happen.”

The campaign is live in Sydney across BVOD, SVOD, DOOH, and High Impact Display over curated publishers for the remainder of 2025.

Australia – Media agency, Initiative has announced a two-year contract extension with wellbeing company, Australian Unity, further strengthening its strategic partnership which commenced in March 2022.

Under the extended agreement, Initiative will continue to manage media planning and buying across Australian Unity’s brand and private health insurance portfolio. The new contract also sees the agency expand its remit to include media services for Australian Unity’s growing home health platform.

Megan Davey, head of Melbourne at Initiative said the agency was proud to be continuing its work with one of Australia’s most respected wellbeing companies whose core mission to make a positive impact on the wellbeing of people and communities, aligned closely with Initiative’s ethos.

“We’re delighted to continue our partnership with Australian Unity. Over the past three years we’ve worked in close alignment to drive real brand growth and realise its ambition to be Australia’s most trusted wellbeing company. With the expansion into Home Health, we’re excited to support the company’s next phase of growth in what remains a highly competitive category,” she said.

Meanwhile, D’arne Buckley, head of brand & content at Australian Unity also welcomed the extension and the deepening of its agency partnership with Initiative.

“Initiative has proven to be a committed and strategic partner. Their work on last year’s Masterbrand campaign has helped reshape how we communicate the real value of wellbeing to Australians. We’re excited to continue the momentum and opportunities ahead to connect with audiences in more meaningful ways,” Buckley said.

The contract extension is effective immediately.

Australia – Australian marketers are grappling with widespread underutilisation of marketing technology, capability gaps in first-party data, and mounting pressure to adapt to emerging AI technologies, according to a new report from digital consultancy Arktic Fox.

The Digital, Marketing & eComm in Focus 2025 report, released today in collaboration with recruitment firm Six Degrees Executive, surveyed over 200 senior marketing and business leaders nationwide. Now in its fifth year, the report paints a sobering picture of the challenges facing the industry, with only 19% of brands reporting semi or strong utilisation of their martech tools.

The findings suggest many brands are falling short in converting technology investments into business impact. While 51% of brands say they’re focused on implementing existing tools rather than acquiring more, utilisation remains low, and nearly half of respondents feel pressured to prove return on investment. Arktic Fox founder Teresa Sperti says the disconnect points to broader strategic and organisational issues.

“Despite significant investment in martech and data, many aren’t seeing meaningful returns. Maturity gaps across key areas like analytics, customer experience, and AI readiness are holding brands back,” said Sperti.

AI adoption accelerates, but sophistication remains elusive

The report reveals that 59% of brands are experimenting with or scaling their use of AI and generative AI, particularly in personalisation and content generation. However, Sperti warns that many efforts are still efficiency-led and lack strategic depth.

“Brands are beginning to embed AI into workflows, reskill teams and establish governance,” she said. “But without strong data foundations—like a unified customer view—more advanced AI applications remain out of reach for most.”

Just 14% of brands reported having a mature, unified view of the customer. While most respondents rank customer data strategy as a high priority, 53% admit their capabilities in this area are lagging.

Data strategy misalignment and privacy readiness lag

The findings also highlight a growing tension between data ambitions and execution. While 83% of brands view first-party data as critical over the next two years, only a minority are investing in identity resolution—a foundational step toward creating a unified customer profile.

Billy Loizou, area vice president at Amperity, said the misalignment is a major red flag. “Without identity resolution, personalisation falls apart. Brands can’t grow without it. Closing that gap is no longer optional.”

Privacy compliance is another pain point. Fewer than half (47%) of surveyed leaders believe upcoming changes to the Privacy Act are well understood by their teams, and only 4 in 10 say they have a plan in place to adapt.

Talent and skills gap deepens

Adding to the challenge is a widening skills gap. For the first time in the report’s history, ‘emerging technologies’ overtook data and analytics as the most urgent skills gap across marketing teams. This reflects the growing pressure on marketers to adapt to rapid technological change and the AI revolution.

Meanwhile, e-commerce maturity continues to lag, with 75% of respondents saying they trail behind global leaders. Trust in retail media networks is also low, with only 46% expressing confidence in these platforms.

Shift toward composable martech stacks

In response to rising frustration with monolithic martech platforms, the report found a shift toward more flexible, composable stacks. Brands that embraced this model reported higher levels of utilisation and impact. However, Sperti noted that IT departments often remain a barrier.

“Too often, IT drives martech decisions based on control and cost rather than business impact,” she said. “Aligning IT and marketing strategy is critical for driving value from these platforms.”

Outlook: ambition outpacing execution

While many brands understand the strategic imperatives—AI, data unification, privacy compliance—the report concludes that execution remains the primary barrier to progress.

“There’s a disconnect between ambition and capability,” said Sperti. “Investment must now shift from tools to skills, strategy, and activation if brands want to close the maturity gap and unlock value.”

With economic pressures rising and competition intensifying, the report serves as both a wake-up call and a roadmap for brands looking to evolve.

Perth, Australia – Curtin University has appointed S4 Capital’s operating brand Monks, as its strategic digital experience agency to elevate the online experience of its recruitment website, as part of its commitment to deliver a digital journey for the university that aligns with its strong global reputation.  

The partnership will focus on creating a personalised and inspirational experience that mirrors the dynamic and innovative learning environment Curtin offers its students.

Moreover, Monks’ remit includes a digital experience strategy, a UX refresh of the recruitment website and a digital experience roadmap. At the heart of the partnership is a shared commitment to creating digital experiences that raise a new standard of excellence within the higher education sector.

Marco Schultheis, chief strategy and marketing officer at Curtin University, said, “Curtin’s digital experience is a critical enabler to our role as a global leader in education. This partnership reflects our commitment to delivering a seamless and engaging digital journey that meets the evolving expectations of future students.”

He added, “By investing in a best-in-class digital experience, we are ensuring that every prospective student has the tools, insights, and confidence to make informed decisions about their future.”

The appointment builds on Monks’ history of experience within the field of higher education worldwide, a sector that is increasingly internationalising and has a growing need for sophisticated digital engagement.

Meanwhile, Marielle Bouwman, director of client partnerships at Monks, says, “Our work in the higher education sector has given us a deep understanding of the challenges and opportunities facing universities today. We have seen the increasing demand for flexible learning options, self-paced study, and lifelong learning, and the increasing competition to attract domestic and international students.”

She added, “Universities are also increasingly looking to internationalise their programs and attract a more diverse student body. We are excited to be working with Curtin, as one of the leading international universities, which also shares our vision for establishing a world-class digital experience for future students.”

Australia – Mountain Dew has launched its latest zero-sugar flavour, Mountain Dew Berry Spark, designed for millennial parents who are constantly racing to keep up with their fast-moving Gen Alpha kids. 

At the centre of the launch is an infomercial-inspired film, blending early-internet weird with Y2K-core absurdity, created to give exhausted parents the energy boost they need to keep pace with their skibidi-speed children. 

Moreover, the film taps into the chaos and humour of modern parenthood, making it the ultimate pick-me-up for parents juggling the thrill of adventure and the relentless demands of family life. 

Built on the insight that today’s millennial parents are rewriting the parenting playbook, opting for thrill over stillness and energy over exhaustion, the campaign introduces ‘Performance Parenting,’ a platform that positions Mountain Dew Berry Spark as the go-to drink for parents who refuse to slow down just because they’ve had kids. 

@mountaindewau

Mountain Dew Berry Spark: engineered for those who now chase toddlers instead of thrills.

♬ original sound – Mountain Dew Australia – Mountain Dew Australia

Rachel Siu, brand manager at Mountain Dew, said, “Millennial parents aren’t just raising Gen Alpha, they’re desperately trying to keep up with them. Berry Spark is our tongue-in-cheek answer to the chaos; an energetic pick-me-up for parents who are performing at their absolute limit, every single day.” 

Backed by research showing that 48% of millennial parents actively seek out family-friendly adventure experiences, the campaign speaks to a generation rejecting the buttoned-up parenting norms they were raised with. 

Meanwhile, Karen Coleman, country manager at VaynerMedia Australia, commented, “We’re tapping into the thrill-seeking, meme-savvy, chaos-embracing spirit of today’s parents and giving them something they can laugh at, relate to and drink.”

The campaign is currently live across TikTok and Meta with a rollout of additional content-style infomercials dropping over the coming weeks. 

Australia – Leading Aboriginal voices, creatives and mental health professionals have come together with Apparent and Photoplay to launch an awareness initiative focused on the staggering rate of suicide in Aboriginal communities – and the role culture plays in reversing the crisis.

The Westerman Jilya Institute for Indigenous Mental Health, founded by psychologist Dr. Tracy Westerman AM (Nyamal), has partnered with Aboriginal creative talent including director Warwick Thornton (Kaytetye), poet Dakota Feirer (Bundjalung-Gumbaynggirr), actor Pedrea Jackson (Jingili-Mudburra-Waramungu) and songman Fred Leone (Butchulla), to develop a campaign aimed at the hearts and minds of all Australians.

The campaign, led by a short film, aims to change the direction of Aboriginal mental health by pointing to Jilya’s solution: more Aboriginal psychologists to improve screening and suicide prevention within Aboriginal communities. The Institute funds scholarships for Indigenous people in high-risk communities to become psychologists in places that desperately need them, with a vision to ‘build an army’ of Indigenous psychologists.

“The broken mental health system in this country has been built by the privileged; to favour the healing methods of the most privileged, but delivers its services to the least privileged of us,” said Dr. Westerman. “It’s time to rebuild it from the ground up, with Aboriginal excellence leading the way.”

The short film centres on a poem, written in collaboration between Apparent and Dakota Feirer, that uses a palindrome to turn from negative to positive through the power of cultural connection. 

Hamish Stewart, chief creative officer at Apparent, said, “The team were committed to doing something to help address an issue that has been overlooked for too long, but were equally conscious that it’s not our story to tell. We’re so grateful to every member of the community who not only understood the intention, but embraced the project, brought their artistry to it, and truly made it their own.”

Meanwhile, Jackson Long, creative director at Apparent, commented, “Australia has gotten used to hearing from non-Aboriginal people about all the negative and failed ways to ‘fix’ Aboriginal issues. This initiative encourages all Australians to listen and respond to Aboriginal voices about Aboriginal issues.”

One of Australia’s leading filmmakers, Cannes Film Festival winner Warwick Thornton, brought the poem to screen.

“You want this conversation to get to the breakfast table, to happen at a bar, amongst friends and strangers,” says Thornton. “To talk about what’s going on with the younger generation of Indigenous people. That’s what this project will do.”

Research from the Jilya Institute shows that 1 in 4 Indigenous youth who have presented for mental health services have attempted suicide, while 42% have had suicidal thoughts. The suicide rate among Aboriginal adults has risen 30% in the past 5 years to an all time high – more than double that of non-Aboriginal Australians. Evidence also suggests the outcome of the ‘Voice’ referendum in 2023 has contributed to the rise.

The film and campaign launched nationwide leading into National Reconciliation Week 2025. It is an entirely pro-bono media plan across TV and streaming services (Seven Network, Nine Network, Foxtel, Binge, SBS, NITV, ABC) and OOH (oOh!media, QMS, JCDecaux, Val Morgan Outdoor).

Andrew Every, chief strategy and retail media officer and RAP executive sponsor at oOh!media said, “oOh!media is proud to support this vital initiative by amplifying it across our national digital network which we hope will support a lasting change for Indigenous mental health.”

Ads will run in The Sydney Morning Herald, The Age, The Australian, Qantas Magazine, and 125 cinemas around the country (Val Morgan). 

Qantas was also involved, ensuring Change Direction will play as a pre-show short feature before all Australian movies in June and July across the entire fleet. An accompanying social campaign featuring endorsements from Adam Goodes, Cathy Freeman, Tim Minchin, Zoe Foster Blake and many more high profile Australians.

The official launch took place at the Change Direction premiere at Hoyts Entertainment Quarter (Val Morgan, Hoyts Group) on 21 May.

Florence Tourbier, executive producer at Photoplay, said, “It was a privilege to work on this project with Apparent and Warwick, and we’re so grateful to all the collaborators who brought their unwavering care and dedication to create this beautifully chilling, yet hopeful film. We wish for it to inspire meaningful change for a better mental health future.”

Singapore – Brand and consumer strategy consultancy Wolfzhowl has announced its expansion to Southeast Asia and Australia by bringing in Waheed Bidiwale as global CEO and Jean Paul as CEO for Southeast Asia, with Singapore as its regional hub.

With over two decades of leadership in martech, data and AI across Australia, USA, Europe, Middle East, and Asia-Pacific, Waheed who was last the global CSO of Verticurl, will now lead Wolfzhowl’s #Stratech vision globally.

“I’m thrilled to join Wolfzhowl at such a pivotal time. We’re here to prove that businesses don’t just grow when strategy meets technology; they transform. Stratech is more than a methodology; it’s a movement,” he stated.

Meanwhile, Jean a business leader who thrills in orchestrating people, product & profit, with over 20 years of experience across Publicis, Omnicom, Dentsu networks in APAC markets, will drive the Southeast Asia growth from Singapore.

“Southeast Asia is full of ambition and complexity, and that’s exactly where orchestration thinking thrives. I’m excited to shape Wolfzhowl’s growth here and help brands win by being behavior-led and tech-enabled,” he stated.

Speaking about this appointments, Kalyan Ram Challapalli, founder and strategy chief at Wolfzhowl, commented, “Our Australia & Southeast Asia entry is a critical chapter in Wolfzhowl’s evolution. With Waheed and Jean onboard, we are ready to scale our Stratech philosophy to a new breed of clients looking for insight & tech transformation.”

Australia – As artificial intelligence continues to disrupt traditional retail and marketing landscapes, industry leaders are turning their focus to how AI can future-proof loyalty programs. The Australian Loyalty Association (ALA) has confirmed that artificial intelligence, personalisation, and customer data ethics will headline discussions at the upcoming 2025 Asia Pacific Loyalty Conference.

Recent ALA research reveals a growing tension between consumer expectations and trust. Nearly half of members (46%) expect brands to understand their preferences, while 58% are willing to share their data in exchange for more relevant offers. 

However, 53% remain uneasy about the sheer volume of data collected by loyalty programs. Communication preferences also signal a need for brands to tread carefully: 75% of consumers prefer email updates, but only 35% are open to receiving texts, with 68% limiting SMS to urgent matters.

ALA Founder and Director Sarah Richardson said the growing complexity of customer expectations demands a smarter, tech-driven response from loyalty professionals. “AI is not just a tool—it’s a transformative force in the loyalty ecosystem,” she said. “To remain competitive, loyalty leaders must embrace new technologies while being deeply mindful of consumer comfort and trust.”

As AI reshapes every stage of the loyalty journey—from data strategy to seamless customer experience—the 2025 Asia Pacific Loyalty Conference will serve as a critical forum for brands seeking to stay ahead in an increasingly intelligent and customer-centric marketplace.

The 2025 conference agenda opens with a Fireside Chat featuring Robert Lopez, Chief Marketing & Innovation Officer at Norths Collective, and Lucinda Acheson, Customer and Loyalty Strategy Lead at Salesforce. The session will explore how AI technologies such as predictive analytics and machine learning are reshaping customer experience and loyalty across the Asia Pacific region—highlighting strategies to balance innovation with transparency and ethical data use.

Robert Pope, General Manager of Customer at Myer, will also speak on adapting loyalty strategies during an economic downturn. His session will delve into how brands can remain agile in the face of inflationary pressures while continuing to deliver meaningful value to their members.

“In this session, we will explore how the AI era is reshaping customer experience and member loyalty,” said Pope. “Attendees will leave with practical strategies to apply AI in creating more efficient, personalised and trusted loyalty experiences.”

With over 30 expert speakers and 200 brands represented, the event promises insights into the future of loyalty across multiple dimensions—including emotional loyalty, omnichannel engagement, and data-led personalisation.

MARKETECH APAC is also hosting its What’s NEXT in Marketing conference series, which highlights the future of marketing in APAC this 2025 and beyond, as well as the Retail & E-Commerce Innovation series, highlighting the convergence of retail and e-commerce for brands in Southeast Asia.

Australia – UM Australia has announced the appointment of Lisa McMillan as managing director, government, responsible for leading the agency’s work across the Australian Federal Government and ACT Government accounts. 

McMillan’s remit includes strategic leadership of UM’s Government practice, overseeing the Federal and ACT Government accounts and guiding a national team of over 80 specialists in policy-driven media communications and public sector engagement.

With more than 20 years experience, McMillan is a seasoned leader in media, marketing and communications strategy. She has served as a trusted advisor to major organisations navigating complex regulatory and public interest environments.

She is currently the chief client officer at M+C Saatchi Group’s Bohemia and previously held senior roles at Starcom and Spark Foundry, working with global and national brands including Procter & Gamble, Mondelez, Mars Wrigley, and Brown-Forman. 

Throughout her career, she has consistently driven impact through strategic communication connecting with diverse communities and stakeholder groups.

Anathea Ruys, CEO at UM Australia, said McMillan’s appointment reflects the agency’s commitment to deepening its partnership with government clients and continuing to deliver impactful, community-focused media solutions. Lisa brings a unique blend of strategic leadership, commercial nous and a deep understanding of navigating complex organisational structures.”

She added, “She’s led teams through fast-paced and high-pressure environments, and is passionate about media’s role in shaping informed, inclusive communities. We’re delighted to have someone of her calibre lead UM’s Government work.”

Meanwhile, McMillan said she is honoured to lead UM’s Government practice, partnering with the Australian and ACT Governments on communication strategies that inform, engage and serve the public.

“It’s a privilege to work with clients who shape public policy and deliver essential services to Australians every day. The media landscape changes so rapidly, and government communication needs to balance attention, responsiveness and integrity within that challenging environment,” she said.

McMillan added, “I’m excited to lead UM’s talented team as we deliver data-informed, people-centric media solutions that support national priorities and public trust. I’m looking forward to delivering meaningful outcomes for our government partners.”

Based in Sydney, McMillan commences in the role on June 30th and reports directly to Anathea Ruys. She replaces Brett Elliott, who left earlier this year.