Tag: Australia

Australia – SBS has opened applications for SBS Media’s Sustainability Challenge aimed at encouraging brands to normalise sustainable behaviour and highlighting better environmental practices for Australian consumers.

Said challenge offers brands and agencies $500,000 in advertising inventory for the best TV creative normalising sustainable behaviour and highlighting better environmental consumer practices.

Kate Young, national manager of SBS CulturalConnect said, “In launching the SBS Media Sustainability Challenge, we’re asking brands and agencies to work with us to drive positive change to protect our planet by rethinking how they authentically represent sustainability in their marketing campaigns. 

“SBS has made serious inroads in measuring and working to reduce our environmental footprint, but we know change only comes about when we work together, and through this initiative, we’re providing a platform to elevate creative ideas that normalise sustainable practices to Australian audiences.”

Young noted that SBS Media has a history of using such challenges to drive positive change across the industry, stating, “In 2017, SBS Media launched the Diversity Works Challenge designed to encourage Australia’s advertising industry to rethink how diversity is represented in their marketing campaigns.

She added, “We’ve seen the impact inclusive marketing has had in Australia, and we are again putting up significant inventory to help drive creativity and innovative thinking in normalising sustainable behaviours.”

The winning ad will also receive consulting services and training through Sustainable Screens Australia to help ensure the advertisement meets best practice for sustainable production.

Australia – DEPT has hired Christine Watts as its new client director for creative and media in Australia. With over 15 years of experience in leading global agencies, Watts brings a wealth of expertise in client service, business development, and leadership to the team. 

In this new role, Watts will contribute to the marketing and tech services company’s growth leading relationships with clients such as eBay, Ancestry, Canon, Grill’d, and PBS Kids.

Watts has built an extensive career across various roles in the advertising industry. Her journey includes six and a half years in the United States and a leadership position at Wunderman in New York. 

Speaking on her new role, Watts said, “DEPT stands out as a true leader in the industry and I’ve had my eyes on them for a while,” said Watts. “I am thrilled to join an already high-performing team and can’t wait to leverage our expertise in creativity and data to help clients achieve their business goals. Also, there’s the bonus that they’re a B-Corp, it’s something I’m personally really passionate about.”

Meanwhile, Jessica White, vice president of creative and media at DEPT, commented, “It’s not often you find someone that brings such a unique global business perspective and that puts human relationships at the core of their job. We’re sure Christine will have a massive impact on our team and how we continue to put client relationships at the center of how we do business.”

With offices in Sydney and Melbourne and a staff of over 150, DEPT has cemented its position as a booming strategic and innovation hub in the wider APAC region, delivering impactful digital solutions that resonate with the values of its clients.

In addition to Watts, DEPT has also hired Zach Edwards as senior cultural strategist. Zach’s innovative thinking has led to award-winning campaigns for Australia Post, ANZ, Guide Dogs Australia, Dulux, and the VicGov Department of Health. 

Australia – Australia Post in partnership with reo, powered by oOh!media, will trial its first in-store screen retail media network across 60 Victorian locations, transforming its extensive physical footprint into a powerful platform for connecting brands with Australian consumers.

Leveraging reo’s in-class retail media expertise, the in-store screen network will engage Australia Post’s customers at pivotal moments, whether they’re sending or collecting a parcel, or using other Australia Post services.

Providing advertisers with unique opportunities to deliver targeted and contextual messaging, reo’s comprehensive retail media solution, including hardware, software, and services, will enable Australia Post to launch its in-store network quickly and efficiently. 

Moreover, Australia Post will use reo’s experienced sales team to assist with the media sales, allowing Australia Post to focus on core business functions.

One of the country’s most iconic brands, Australia Post has a broad and diverse customer profile, that includes small business owners and those using its service for eCommerce collections. In addition, advertisers can extend their reach by accessing oOh!’s national Out of Home network to influence customers along their journeys to physical post offices.

The agreement with Australia Post represents the latest collaboration with reo and leading Australian retailers reflecting oOh!’s continued mission to play a leading role in the fast-growing retail media sector.

Aimee Dixon, general manager for enterprise brand and retail marketing at Australia Post, said, “Australia Post’s network of retail outlets offer’s brands an innovative way to engage with consumers. By leveraging our physical footprint, we are excited to expand the value we deliver to businesses across Australia, starting with a rollout in 60 locations in Victoria. Our collaboration with reo is a key part of this strategy, allowing us to connect brands with customers through dynamic in-store media solutions.”

Meanwhile, Neil Ackland, chief retail media officer at oOh!, commented, “We’re thrilled to be working with Australia Post to deliver a cutting-edge in-store screen network solution that combines best-in-class media products with unmatched scalability. reo’s advanced infrastructure and extensive media expertise ensures Australia Post can unlock new revenue streams while maintaining focus on serving their customers. Together, we’re setting a new benchmark for contextual, targeted advertising across Australia.”

Australia – One Day, a rising Australian label known for breaking new and emerging artists, will partner with creative innovation company R/GA Australia to develop the brand’s strategy and identity. R/GA will work closely with One Day to support its community-building efforts, define its unique brand relevance and amplify its presence, as it identifies the next Australian breakout talent. 

In May 2024, Universal Music Australia (UMA), a division of Universal Music Group (UMG), announced a strategic relationship with One Day Recordings to support artist development and expand the reach of Australian talent on both domestic and global stages. 

Originally launched in 2013 as an events brand, One Day Entertainment transitioned five years ago into artist and producer management under co-founders Nick Lupi and Adit Gauchan. Known for iconic events like One Day Sundays, which featured international stars such as Anderson .Paak, One Day has evolved into an artist-focused management company with a roster that includes 18YOMAN, ONEFOUR—winners at the 2024 APRA Music Awards—and artists like Chillinit and tiffi. 

The brand continues to champion a nurturing, innovative approach to artist management, cementing its place as a cornerstone of the Australian music scene. One Day is committed to elevating and amplifying the future of Australia’s new creative landscape, inspiring confidence in the next generation. 

Nick Lupi, co-founder at One Day said, “R/GA’s work with We Are Warriors and Nike has been a true inspiration for us, and we quickly recognised they were the perfect partner for the next chapter of our brand. They immediately understood who we are and where we’re headed—empowering artists to build long-term, meaningful careers. We’re thrilled to collaborate with such a talented team of designers, creatives, and innovators to bring a new generation of Australian artists to the forefront.”

Meanwhile, Ben Miles, chief design officer, APAC at R/GA, said, “I have deep admiration for One Day—they’re artist-led, community-driven, and truly go against the grain. They understand that the connection between listener and artist is so much more than a transactional algorithm; it’s about difference, emotional depth, creativity, and building real communities and fans.”

He added, “Partnering with them on their next chapter is an honour, as we bring a fresh perspective to their brand and the evolving Australian music scene. We’re proud to amplify their vision, supporting creativity from the fringes and helping them grow locally and globally. As always, we’re committed to ensuring the people behind this project reflect the audience they’re creating for.”

Australia – Experienced crisis and reputation management expert, Matt Thomas launches Stake: The Reputation Company which aims to help organisations define their purpose and ensure their reputations thrive.

Stake will work across the full spectrum of brand and reputation, offering end-to-end integrated solutions – that are both inspiring and practical – to bring brand reputations to life. Stake’s key services include Brand + EVP Strategy and Storytelling, Reputation Management and Stakeholder Engagement, Crisis and Issues Navigation, and development of End-to-End Brand Campaigns.

Founder Matt Thomas said the newly formed agency bridges the gap between brand and reputation with a unique approach combining both strategic vision and a deep understanding of the ecosystems in which organisations operate. 

According to Thomas, as AI and large language models increasingly gain access to general insights, the real value in today’s fast-paced business world is uncovering the unsaid, the unstated, and the unknown drivers that push or pull people alongside a brand.  Stake, he says will take “a contemporary approach to reputation management.”

Thomas said, “At Stake, we’re done with the empty rhetoric and spin that so often dominates the world of branding and reputation; we’re here to flip that switch and overthrow outdated reputation tactics.  We believe reputation isn’t just built on promises—it’s earned through action, consistency, and connection. Brands can no longer afford to exist in silos.”

He added, “In a world where organisations need to build meaningful partnerships, we understand that a brand isn’t just a static asset—it’s a living, adaptive reflection of how an organisation shows up in the world. We believe an organisation’s brand and its reputation is earned not owned, built experience-by-experience in the minds of its stakeholders; the customers, partners, employees and collaborators who matter.”

Considered one of Australia’s leading brand, corporate communications, and reputation management strategists, Thomas’s work in the corporate communications and behaviour change sectors has been recognised both nationally and globally. 

His expertise in managing complex multi-stakeholder projects has seen him lead some of Australia’s most significant campaigns, including the Victorian Government’s COVID-19 vaccination campaign and a pioneering counter-propaganda strategy against extremist recruitment. In 2024, he was invited to author the reputation chapter for the Oxford University Press Handbook on Social Purpose (2025), cementing his thought leadership in the field.

With a 25-year career spanning senior roles in Australia’s top communications agencies (Ex Havas Red, Think HQ + Icon Agency), Government and the arts, Thomas has advised some of the world’s most iconic brands, including Netflix, Nike, Toyota, Amazon, Airwallex, Roche, Fujitsu, and The Body Shop as well as all levels of Government, supporting start-ups and not for profits. 

His expertise extends across brand strategy, crisis and issues management, media and PR, and stakeholder engagement and his strategic leadership skills has shaped reputation-defining initiatives, from guiding major organisations through high-stakes crises to leading executive profiling and thought leadership programs.

At Stake, Thomas and his team will work at the intersection of brand, reputation, and purpose—crafting strategies that don’t just manage perception but transform organisations from the inside out. And expanding the idea of purpose is central to the agency’s ideals.

Thomas continued, “At Stake, we believe that a sole focus on an organisation’s financial stakeholders is a thing of the past; we are passionate about extending the idea of equity to ensure that organisations meet their financial goals, but that they don’t do so at the expense of people and the environment.”

He added, “We aim to redefine how organisations build, protect, and leverage their reputations—not as passive assets, but as powerful drivers of impact and leadership. Our work ensures organisations are not only seen but believed; not just noticed but trusted. And in an era where trust is the ultimate currency, it’s what makes all the difference.”

Australia – Buy-now-pay-later (BNPL) platform Afterpay unveils the second phase of its latest brand campaign, ‘Own It’. This bold brand platform is designed to celebrate and empower a new generation of financially savvy Australians who are redefining modern payment solutions.

In collaboration with creative agency 72andSunny, the ‘Own It’ brand film takes centre stage, following a confident protagonist through a reimagined Afterpay purchase moment. This hyper-stylised narrative showcases Afterpay users as informed, proud, savvy consumers, challenging outdated perceptions of BNPL users.

More than just a marketing initiative, the ‘Own It’ campaign is a movement that highlights the empowerment Afterpay provides its users. By offering extended payment windows and a modern alternative to traditional credit, Afterpay allows customers to enjoy the things they love while managing their spending effectively. 

Joel Moran, vice president of marketing for international maarkets at Afterpay, said, “Our ‘Own It’ campaign is not just about making a statement, it’s about reshaping the narrative. A new generation is redefining financially savvy behaviour, using their inside knowledge to access opportunities to get ahead, and this is what we wanted to highlight.”

He added, “Afterpay is a smart, modern way to pay that empowers users to make confident spending choices. By playing the system, now our customers aren’t the ones being played. Our goal is to champion those who are ‘in the know’ and to inspire more Australians to take control of their spending. We invite everyone to join us in celebrating this new era of financial empowerment.”

The campaign is being rolled out across a comprehensive mix of channels to ensure maximum reach and engagement. The brand film is already live on television and digital platforms such as Meta, TikTok, YouTube, and Snapchat, as well as BVOD. An additional push through out-of-home (OOH) is scheduled for March ensuring the ‘Own It’ message resonates throughout the year.

Australia – McDonald’s in Australia is giving fans the chance to show their love for their favourite Macca’s side, with the new McSmart Meal campaign–done alongside DDB Sydney–featuring a selection of fan favourites. 

This year, customers can personalise their meal more than ever, getting a Cheeseburger, Small Fries and a Small Soft Drink, and then choosing from four iconic McDonald’s sides – 3pc Chicken McNuggets, a Cheeseburger, a Chicken ‘n’ Cheese, or a Small Sundae – all for $6.95. 

The campaign also celebrates this next level of choice with some unique personalities demonstrating their passion for some of Macca’s most-loved sides, whether they’re Sundae stans, Nug lovers, Cheeseburger buffs or Chicken ‘n’ Cheese fiends. 

Tobi Fukushima, head of value, promotions and delivery Marketing at McDonald’s, said, “We know our fans love variety and value, so we’ve added more choice to the McSmart Meal. This campaign is designed to give our customers the flexibility to enjoy their meal, their way.” 

Meanwhile, Jack Nunn, Creative Partner at DDB Sydney, said, “McSmart is a great deal and tapping into Macca’s fandom has been a great deal of fun.” 

Available for a limited time, the McSmart Meal campaign runs until March 4th. 2025. 

Australia – Think HQ has significantly expanded its remit with global tea brand Lipton Teas and Infusions in the Australian market, retaining hero brand Lipton and adding true blue brew Bushells and premium herbal tea range PUKKA to its roster after a competitive four-way pitch for the family of brands.

Under the broadened remit, Think HQ will deliver strategic planning, creative, social, activations and PR for all three brands.

The work will build on the success achieved for the Lipton brand over the past four years by Sydney-based agency LOUD, and more recently, by Think HQ after it acquired the business last year.

The expanded remit is testament to the strength of the agency-client relationship, the quality of work, and the seamless transition of the LOUD team into Think HQ that provides Lipton with both continuity of service for its hero brand, and access to a broader array of capabilities for its brand portfolio under Think HQ’s all-in-house, fully integrated offering.

Work is already underway on each of the distinct trio of brands – with global powerhouse Lipton the world’s number one tea, the everyday value positioning of much-loved Australian heritage icon Bushells, and PUKKA, one of the leading brands in the fruit and herbal teas segment that is rapidly expanding as consumers seek healthy beverage options.

Jen Sharpe, founder & managing Director at Think HQ said, “What a sensational way to kick off our 15th year in business! This was our first major pitch since acquiring LOUD last year and is a great endorsement by the Lipton team that they believe in our unique blend of purpose and integrated thinking.”

Meanwhile, Wellison D’Assuncao, creative director at Think HQ added, “We are so glad that we can keep building on the great work we’ve done with Lipton and that we have been able to bring two additional iconic brands into the agency in Bushells and PUKKA.”

Lastly, Sarah Shen, head of marketing for ANZ at Lipton Teas and Infusions said, “We chose Think HQ as we have been so impressed by what they’ve already done with Lipton, and for their superior pitch for PUKKA and Bushells. Think HQ’s integrated services offering across strategy, creative, social, activations and PR, is the right fit for Lipton’s portfolio of brands, giving us confidence that we have the right partner to continue to drive our growth and investment in the Australian market.”

Australia – Integrated growth agency Claxon has unveiled a new rebrand, marking an important evolution in its agency journey. It also coincides with the final phase of Claxon’s integration of creative and brand agency Embark, following its acquisition in April last year. 

As part of this final transition, James Coulson has been appointed brand strategy director, while Phil Coulson moves into the role of creative director, further strengthening Claxon’s creative offering.

The rebrand, led by Coulson, reflects the agency’s identity as a ‘bold, provocative growth agency that cuts through the noise’. From a striking, modernised visual identity to provocative copywriting, every aspect of the rebrand reflects Claxon’s personality in an industry cluttered with sameness.

“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 said.

He added “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.”

Coulson also noted that Claxon’s homepage imagery, inspired by sound waves, represents how theur disrupt traditional marketing approaches. “The refined colour palette and contrasting typefaces are designed to enhance the brand’s sharp, dynamic presence,” he said.

For Claxon CEO Daniel Willis, the rebrand is more than just a visual refresh – it’s a bold declaration of what Claxon stands for. 

The rebrand builds on the agency’s rapid 2024 momentum when it added Eckersley, Phizz and Sisu Clinics to its burgeoning client roster; boosted its senior leadership team and strategy and creative offerings; achieved Deloitte Tech Fast 50 status for the third consecutive year; and more recently announced a 4-day week for all employees.

“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,” says Willis. 

“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.”

Australia – Braze has announced the launch of its new Sydney data centre and ANZ headquarters, underscoring its deepening commitment to the Australian and New Zealand (ANZ) market. These strategic investments aim to help companies navigate evolving privacy regulations and enhance customer connections.

ANZ has become a priority market for Braze—its fastest-growing region in APAC—thanks to successful partnerships with brands including Wesfarmers, Canva, REA Group, David Jones, and Cashrewards.

Since its acquisition of local reseller NorthStar in June 2023, Braze has seen robust growth in the region, driven by increased demand for improved data security, and customer engagement solutions. The new data centre and headquarters further bolster Braze’s ability to support Australian businesses as they adapt to changes in privacy and data management.

For the company’s new headquarters, the expansion follows the scaling of its ANZ-based team to 70 professionals across Melbourne, Queensland, and Sydney. The move reinforces Braze’s long-term commitment to the ANZ market and its plans to drive continuous growth and innovation in the region.

Meanwhile, the newly-launched Sydney-based data centre—hosted on AWS—will provide customers with the flexibility needed to align with any internal policies, business needs, or data residency requirements they may have. The facility empowers brands to take control of their data, reduce risk, and build customer trust by storing information locally and following best practices. 

Built for high capacity and robust performance, the centre offers local data storage and high performance, real-time data processing for customers with one to hundreds of millions of users. By keeping customer data within Australia, organisations can better align with consumer expectations around data privacy and sovereignty, while enhancing their engagement strategies.

Lewis Barnes, general manager for Australia and senior director of 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.”

He added, “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.”

Meanwhile, Shahid Nizami, vice president for Asia Pacific & GCC at Braze, commented, “The launch of our new data center 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.”

He added, “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.”