Tag: Australia

Australia – Nearly two-thirds of Australians or around 62% have said they would pay more attention to contextually relevant ads compared to other alternatives, signaling a clear message to marketers: contextually relevant ads, delivered alongside the content viewers are consuming, are preferred. This is according to the latest data from contextual-first advertising company GumGum.

The report also highlights that trust in contextually relevant ads was considerably higher, with 70% of non-neutrals saying they put more faith in the former than the latter.

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

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

Moreover, the data 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. 

Meanwhile, Niall Hogan, general manager for JAPAC at GumGum, commented, “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.”

Australia – As the home of all live ICC matches in Australia, Prime Video is bringing The ICC Men’s Champions Trophy to cricket fans nationwide, launching its ‘Go Full Cricket’ campaign featuring Australian men’s cricket captain and Prime Video ambassador Pat Cummins. The campaign was conceptualised by the team at Leo Australia.

In creative collaboration with Pat, the campaign is told in a series of six adverts and through a playful, paparazzi-style lens, fans are given an inside peek into Pat’s cricket obsessed life off the field. 

From practising his sweep shot with a rolled-up newspaper to rehearsing his sledges in the mirror after a shower, the humorous and honest insights are peppered with cricket nuances throughout, celebrating the game’s spirit and tradition.

The campaign is launched ahead of the ICC Men’s Champions Trophy tourney, which will see the world’s top ODI teams descend on Pakistan and the UAE from 19 February – 9 March. Making its long-awaited return to the international cricket calendar, the 15-match tournament will be staged for the first time in eight years.

Speaking on his involvement in the campaign, Pat said, “I had a lot of fun working with the Prime Video team to create these ads to support the return of the ICC Men’s Champions Trophy tournament in February, and I hope they show the passion Australian cricket fans have for the game.”

He added, “This year’s tournament will no doubt be full of drama, and with every match live at 8pm AEDT, it’s easy to watch along, live and exclusive on Prime Video in Australia”.

Meanwhile, James Beswick and Rowan Foxcroft, associate creative directors at Leo Australia, commented, “Our latest campaign shows a side of captain Pat Cummins we’ve never seen before, giving fans a little glimpse into the inner workings of his mind, whilst drumming up excitement for the first of many great ICC Cricket tournaments Prime Video have in store for 2025. If anyone’s seen where the Brett Lee portrait went, do let us know.”

Australia – Warner Bros. Discovery (WBD) have appointed Special as their creative agency of record to lead the launch of Max in Australia, working across brand strategy, advertising, earned media and content, following a competitive pitch. 

This agency appointment recently follows WBD’s appointment of EssenceMediacom as its media agency for the streaming service’s launch in Australia this year.

Sasha Mackie, senior director of marketing and publicity for ANZ at Warner Bros. Discovery said, “Launching a brand like Max is a once-in-a-lifetime, so we needed an agency as bold as the opportunity.  Enter Special: from day one, they nailed it with a pitch concept that’s punchy, innovative and unapologetically Max. We can’t wait for Australia to see what’s coming – it’s going to be special in every sense of the word.” 

Meanwhile, Lindsey Evans, partner and CEO at Special Australia, commented, “From the outset the Warner Bros. Discovery team inspired us with their smarts, passion and ambitious drive to set a new standard. This, coupled with their premium product offering, creates a unique opportunity to engage in the conversations and moments that matter to people, leaving lasting cultural impact and extraordinary value creation.”

Sydney, Australia – Neilson Financial Services has appointed Nunn Media to manage its media strategy, planning and buying to drive brand growth after a competitive pitch.

A global business with offices in the USA, Canada, Ireland, Australia, and the UK, Neilson Financial Services is expanding its presence in Australia with a new suite of products, including Golden Insurance, Dignity Insurance, and Direct Cover. Nunn Media will oversee media investment for these brands, supporting a series of launches that began in January.

Neilson Financial Services provides innovative insurance solutions and Nunn Media’s expertise in response-driving media will connect Neilson’s offerings with their audiences in Australia.

David Rees, chief marketing officer at Neilson Financial Services, said, “We are excited to partner with Nunn Media as we look to grow in the Australian market. Nunn’s deep understanding of our products and their approach to media will play a key role in reaching new customers and reinforcing our commitment to providing accessible, transparent insurance options. We believe Nunn’s approach will ensure our products, from Golden Insurance to Direct Cover, get the attention they deserve.”

Meanwhile, Chris Walton, managing director of Nunn Media, commented, “We are really looking forward to working with Neilson Financial Services. Their ambition for ANZ is inspiring, and our team is excited to bring a tailored approach to media to the table, with a focus on both acquisition and brand growth.”

Neilson Financial Services is the latest new business win for Nunn Media and follows its appointment by SunRice to manage media planning and buying last month. In November last year the agency also acquired digital marketing agency Indago Digital which will integrate its digital media, enterprise SEO, data, web development and analytics services into Nunn’s international digital agency, Alley Group.

Australia – To remind Sydneysiders how important quality water is to their lives, and the role Sydney Water plays in delivering it to them, agency It’s Friday has created an educational and entertaining campaign featuring three time/3 x Olympic Gold Medallist, Jess Fox.

For Sydney Water, the campaign addresses the status quo of how Few Sydneysiders ever stop to think about the water that comes out of their tap. And even fewer are aware of all the steps Sydney Water goes through to make sure that everyone in Sydney can enjoy some of the best and safest water in the world.  

Starting on a beautiful Sydney waterway, Jess takes us on a tour of the city with a twist: she’s in a canoe that can be rowed to any location in Sydney, whether it’s a tabletop or a garden bed.

Over the course of the commercial, she unexpectedly rows into the lives of several water users. Each of them ends up joining Jess in her canoe as she rows across Sydney, including one of the dedicated experts at Sydney Water, who filter, clean, and test Sydney’s water at every stage of its journey from dam to tap.

Jess’s journey makes a simple point that few think about: water is an essential part of Sydney life. And Sydney Water works tirelessly to look after that water.

Whilst delivering an important message that Sydney’s water doesn’t simply come straight out of a dam, the campaign is light and fun in tone, reflecting the way water helps us enjoy so much of Sydney life.

Speaking on her involvement in the campaign, Jess said, ”If you live in Sydney, your life is tied to water. But it’s not just about our lakes, rivers and beaches. We need clean and reliable water for our morning coffees, parks and gardens, backyard pools – it’s part of everything that makes Sydney great. That’s why this campaign is so important. It lets everyone know what Sydney Water does, and why we should never take our water for granted.”

Elise Barker, head of brand, media and marketing at Sydney Water said, “As Sydney grows so does its demand for water. So it’s more important than ever for people to understand the role we play in delivering drinking water that’s clean and safe to our 5.4 million customers. Because without our water, Sydney just wouldn’t be Sydney.”

Meanwhile, Vince Lagana, CCO of It’s Friday, commented, “Sydney’s water isn’t just any water, it’s the life force of everything we love about our great city. To help Sydneysiders realise its importance, the campaign leads them on a fun journey educating and reminding them how vital water is to the city and that it doesn’t just come straight out of a dam.”

Australia – Think HQ has announced social research specialist and business strategist, Isabel Zhang is joining its growing team. Based at its South Melbourne campus, Isabel will be Think HQ’s head of cross-cultural research. 

With over 20 years of research experience across the Asia-Pacific region, Isabel has been at the forefront of championing multiculturalism and cross-cultural in-depth understanding that amplifies the voices of multicultural communities in Australia and across borders. 

Isabel will bring a wealth of industry and sector experience spanning government, education, travel and tourism, retail, property, FMCG and financial services. Her expertise lies in empowering organisations to effectively navigate complex multicultural environments by providing invaluable insights into cultural nuances that enable strategic planning and policymaking. 

She Isabel joins Think HQ after over six years at Bastion as General Manager – Cross-Cultural Research. Following her move to Think HQ, she will continue her leadership role within the Australian Institute for Diversity in Mental Health, where she works to reshape mental health approaches to better support multicultural communities. 

At Think HQ, Isabel will sit within the agency’s Strategy & Insights team and also work closely with the agency’s multicultural communications arm, CultureVerse.

Speaking on her new role, Isabel said, “My entire career has been focused on acting as a vital bridge to help organisations, business and brands connect meaningfully with multicultural communities both here in Australia and globally. Think HQ is uniquely positioned to connect with today’s Australia, so joining a fantastic team at a truly rare agency was an opportunity I couldn’t pass up. I’m here and I’m ready to get to work!”

Meanwhile, Jen Sharpe, founder and managing director at Think HQ commented, “I’ve been admiring Isabel’s work and contributions to our industry for years. 2025 marks our 15th anniversary and I can’t think of a better way to kick things off than by welcoming Isabel to the team. Isabel is a fantastic researcher with an enviable reputation across Australia and the wider APAC region, and I know that her research pedigree and commercial smarts will make a big impact at Think HQ and the value we can offer the market.”

Australia – Qantas has announced plans to redesign its uniform for the first time in over a decade, as the airline moves forward with its fleet renewal program, ongoing customer investments, and preparations for the upcoming Project Sunrise initiative.

For this project, Qantas has announced it is searching for a new Australian designer to lead the redesign of its uniform, a significant move aimed at updating one of the most important visual representations of the airline’s brand.

Placing its workforce at the core of the redesign, Qantas will survey its 17,500 uniformed employees to help shape the development of the new uniform, which will reflect the airline’s future direction.

The new uniform design will coincide with Qantas’ ongoing fleet investments, including more than 100 aircraft on order across the group over the next decade, alongside significant upgrades to its existing fleet.

Vanessa Hudson, group CEO of Qantas, said, “We have ambitious plans for the future, and transforming the way we reflect the brand is critical to that. Our uniform represents the Qantas spirit all over the world. With a vast and growing international and domestic network, a historic fleet renewal program underway, and the final frontier of global aviation just around the corner, it’s time to define a new look for our people that reflects where we are heading.” 

Qantas will announce the new uniform designer in the coming months, with plans to debut the redesigned uniform in 2027. The airline will engage multiple Australian designers to assess the requirements and lead a selection process for the eleventh uniform in its history.

Previous designers of the Qantas uniform include Peter Morrissey, Yves Saint Laurent, George Gross, Harry Who, and Emilio Pucci, with each design reflecting significant milestones in the airline’s 105-year history.

“Since our beginnings, the way we represent the brand has evolved significantly. While the uniform style may have changed, what hasn’t changed is the pride our people have in wearing it, which is why we are putting them at the core of the design process. Our people have loved wearing the current design, which was created by Martin Grant in 2013, and I want to thank him for his partnership over the course of the last decade,” Hudson added. 

Australia – Uber Eats has launched the latest iteration of its ‘Get almost, almost anything’ campaign via Special and Essence Mediacom. The campaign, featuring Cher, reminds Australians that Uber Eats can deliver more than their favourite takeaway meal.

In the campaign, Cher is seen humming along to one of her most famous songs and pining for her heyday of the 1980s. After using Uber Eats to order a time machine, she seems to get her wish until it becomes clear that she’s turned back the clock a few decades too far, and landed somewhere she doesn’t quite belong.

Pop icon Cher’s unexpected journey continues in a series of social spots which further illustrate the perils of the 17th century, and the array of items available on Uber Eats in the 21st – from retail, grocery, alcohol, convenience and of course, restaurant cuisine.

A teaser launched during the premiere episode of Married at First Sight, complemented by a series of audio ads and social spots rolling out across various platforms.

Previously fronted by Kris and Kendall Jenner, Tom Felton, Nicola Coughlan, Jason Alexander and most recently Andy Murray, ‘Get almost, almost anything’ is a self-deprecating admission that there are some things Uber Eats don’t deliver – demonstrated through the chaos that would ensue if some people’s desires were, in fact, available on the app.

“I get approached to do commercials all the time – but the creativity and hilarity that Uber Eats presented appealed to me right away. I am really proud of the final product. I sincerely hope Uber will get me back my boots,” Cher said during her involvement with the campaign.

Channa Goonasekara, brand lead for ANZ at Uber Eats, said, “There’s not a single syllable in showbiz that projects more starpower than Cher. We reached for the stars and found a way to bring one of her most nostalgic songs and some of Cher’s most iconic outfits from her enduring career into our latest campaign. This is a high watermark for our Get Almost, Almost Anything series. Cher’s performance reminds audiences that while Uber Eats can get you thyme delivered, we can’t turn back time – and as it turns out that’s probably a good thing.”

Meanwhile, Nicole Bardsley, head of marketing at Uber Eats, commented, “Uber Eats is on a mission to bring people thyme and to save them time, I can think of no better ambassador than Cher. Given her timeless appeal it is our hope that this campaign will resonate instantly and remind Australians of the host of everyday items you can get delivered with Uber Eats.”

James Sexton, creative director at Special added, “This platform continues to evolve and provide heaps of opportunities. Who would have thought three years ago that we’d be sending pop icon Cher back to the dark ages.”

Lastly, Harry Neville-Towle, creative director at Special, stated, “Cher is the epitome of glamour, and the 1680s, well it’s anything but. Throwing them together felt wrong, but so very right.”

Australia – Independent media agency, Bench Media, has announced two senior promotions plus the addition of five new team members to its team.

These changes come as the agency experiences continued growth, including the addition of Genea Fertility and Hays Recruitment to its client roster; as well as expanding the agency’s offering, adding SEO, influencer marketing and marketing auditing and consultancy to its product services capabilities.

Jamison Milessis has been promoted to performance project lead from senior performance manager, a new role focusing on expanding the agency’s marketing consultancy and advisory services. Jamie Auciello has also been promoted to team lead of performance, from senior performance manager.

Milessis joined Bench four years ago, bringing several years of industry experience. He began his career in Media as an associate programmatic trader at News Xtend in 2018, steadily advancing to senior roles across the media and data landscape.

Auciello launched his career in 2021 as a digital account executive, progressing to a performance associate role before joining Bench as a performance manager. Over the years, he has honed his expertise and grown into his current role as team lead.

Aaron Jansen, head of performance at Bench Media, said: “Since we released Bench Blueprint, we have seen increased demand from clients for audit and technical assistance with their advertising and marketing technology. Jamison naturally evolved into such a role, and we are very excited to see him grow into this new position.”

He added, “There is an important need for new leaders to emerge and drive the team forward. Jamie is a natural leader and has already taken a few new Performance team members under his wing. We can already see those team members learning so much and flourishing under Jamie’s management. I’m delighted to see Jamie grow and evolve into this new role, which brings a solid foundation to our growing team.”           

Australia – Travel experience Journey Beyond is bringing the iconic experience of The Ghan to the heart of Melbourne this summer, with an immersive activation and accompanying integrated campaign from creative agency Town Square.

As a broadcast sponsor across Nine’s summer of tennis and the first Grand Slam of the year, Journey Beyond is inviting tennis fans visiting Melbourne to step inside a reimagined Ghan train carriage and embark on a sensory journey through the legendary landscapes of Australia’s outback.

Taking advantage of one of Melbourne’s busiest times during the Australian Open, the activation recreates the magic of The Ghan, one of the world’s most revered train journeys. Outside, visitors will be greeted by a façade inspired by The Ghan’s iconic exterior. Inside, a two-minute experience, crafted in collaboration with Boom Studios and Finch, offers a captivating taste of the three-day adventure that takes guests from Darwin to Adelaide.

Going beyond just visuals of the train, it replicates real elements of The Ghan, from the window-framed walls, to the all-encompassing rockface of Nitmiluk Gorge and the scents and crunch of the red desert dirt. 

The film also invites the audience in through POV cinematography, creating a first-person perspective of the journey and the sensation of being a traveller embarking on this adventure for the first time.

The activation is the centrepiece of a broader integrated media campaign, developed by Town Square, that launches Journey Beyond’s 2026 season. In addition to its broadcast sponsorship, Journey Beyond will leverage metro and regional TV with 30- 15- and 10-second spots, including an in-show sponsorship and live cross with the Today Show, outside broadcast and competition with 3AW, BVOD, OOH, print, radio, digital, social media, and live event coverage to connect with Australian and international visitors alike.

Brendan Day, executive creative director at Town Square, said, “Everyone has heard of The Ghan, but few have experienced it firsthand. This activation invites people to literally hop onboard and feel what it’s like as this legendary journey travels north to south across our iconic Australian landscape.”

Meanwhile, Justine Lally, executive general manager, marketing at Journey Beyond, commented, “This activation is more than just a glimpse into a train journey – it’s a celebration of Australia’s breathtaking landscapes and The Ghan’s enduring appeal. We’re thrilled to bring a taste of this iconic experience to Melbourne as part of our broader campaign to capture the hearts and imaginations of travellers worldwide.”