The Australian Financial Review (AFR) has launched its first major brand campaign in three years, positioning itself not just as a news outlet, but as a daily ritual for Australia’s most driven audiences, and a cornerstone of Nine’s premium publishing strategy.
Unveiled today, the campaign, titled It’s Not For Everyone, signals a deliberate shift in how Nine’s flagship business masthead frames its value.
The message is blunt and confident: This is a publication for those chasing progress, wealth, and influence.
Developed with creative agency Howatson+Company, the national campaign spans television, streaming, audio, out-of-home, digital, print and social, supported by editorial integrations, subscriber initiatives and special newspaper wraps designed to embed the message directly within the AFR journalism ecosystem.
Source: AFR
Nine doubles down on premium audience positioning
At its core, the campaign reflects Nine’s broader strategy to strengthen the AFR’s position as a premium product.
James Chessell, editor-in-chief of The Australian Financial Review, said the campaign underscores the masthead’s role in chronicling the people shaping Australia’s economic future.
“The campaign reflects our core belief that entrepreneurship is the most important driver of Australia’s future prosperity. We report on all aspects of business, so it’s great to do something that is unapologetically focused on telling stories about people who will shape this country in the coming decades,” he said.
The campaign arrives amid continued subscriber and audience growth for the masthead, reinforcing its value within Nine’s publishing portfolio as a high-yield asset that attracts both premium readers and premium advertisers.
Reframing success from place to mindset
The creative platform deliberately moves away from traditional corporate imagery, instead portraying ambition as a personal and emotional pursuit.
The hero film follows multiple characters navigating moments of pressure, obsession and breakthrough, an attempt to capture what the brand describes as the psychological reality of success.
Vera Straubinger, Nine’s head of brand and acquisition, said the campaign reflects a fundamental shift in how the Financial Review understands its audience.
“The power of this campaign is in its honesty,” she said.
“The acknowledgement that ambition doesn’t look the same to everyone, and what unites our audience today isn’t their job title or rung on the corporate ladder, but their drive for progress. The grit and determination to realise their dreams. At its heart, this campaign is essentially a love letter to the pursuit.
“Our strategy shift moves success from a place (the boardroom) to an attitude (the success mindset). And by admitting that the AFR isn’t for everyone, we’re doubling down on exactly who it is for – Australians looking to the Financial Review for the knowledge and insights to help them get ahead in every aspect of their lives.”
Source: AFR
Campaign built across content, creative and credibility
Directed by Dylan Duclos and produced by Collider, the hero film will run in 15, 30 and 60-second formats, supported by still photography from renowned photojournalist Adam Ferguson.
The imagery and cinematography aim to emphasise emotional authenticity over polished corporate tropes.
The campaign will also extend into editorial and subscriber touchpoints, including curated editorial collections, subscriber notes and special newspaper wraps designed to connect the campaign’s messaging directly to real-world success stories featured in the publication.
Richard Shaw, deputy chief creative officer at Howatson+Company, said the work intentionally embraces the masthead’s exclusivity.
“The Australian Financial Review is not only iconic, but it delivers the insight and coverage to achieve success. This campaign celebrates the truth that modern success has many forms, but one defining quality: an unstoppable drive. Some have it, some don’t, and that’s okay. After all, like everything in life, not everything is for everyone. It’s bold, honest and true to a publication that stands by the statement ‘the daily habits of successful people.’”
As Nine continues reshaping its media portfolio – including divesting legacy assets while investing heavily in premium publishing and out-of-home – the AFR stands as one of its clearest demonstrations that depth, not just scale, remains a powerful commercial proposition.