Southern Cross Media Group has launched a multi-platform commercial partnership with digital bank ING, marking one of the first fully integrated cross-channel campaigns since the merger of Southern Cross Austereo (SCA) and the Seven Network.
The deal, brokered by Universal McCann (UM), went live on 1 July 2026.
The partnership extends ING’s existing Sunrise integration – a twice-daily finance segment that has run since April 2024 – into SCA’s LiSTNR audio ecosystem.
Finance updates from Sunrise will be dynamically adapted and distributed within The Briefing, LiSTNR’s news podcast, alongside targeted streaming and social amplification across both SCA and Seven channels.
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What the campaign includes
The campaign spans five touchpoints: Sunrise broadcast integrations featuring ING’s finance commentator; contextual placement of finance content within The Briefing; amplification across LiSTNR’s targeted streaming network; social extensions across both SCA and Seven channels; and long-form monthly content and consumer engagement mechanics.
ING’s Chief Marketing Officer Carly Yanco said the expanded partnership is part of a broader digital engagement strategy.
“ING is a digital leader with a long history of advocating for customers, and that means showing up in places and formats that feel natural, useful and trusted,” Yanco said.
“Our expanded partnership with Seven and SCA is just one part of a wider digital engagement strategy, from platforms and content to creators and conversations, designed to demystify money and help Australians make sense of everyday finance. Having Matt Bowen continue that conversation brings financial news and education to life in a way that’s accessible, relevant and genuinely helpful.”
Merger puts cross-platform plays in motion
SCA’s Head of Audio Sales Luke Minto said the deal reflects the group’s post-merger thinking.
“This partnership is a clear demonstration of what’s now possible as a unified SCA and Seven Network,” Minto said.
“We’re no longer thinking in silos. We’re taking proven, high-quality content and extending it across platforms in a way that feels native, contextual and seamless for audiences.”
SCA’s Head of Audio Sales Luke Minto
Seven’s National Sales Director Katie Finney said the campaign builds on a longstanding commercial relationship.
“ING has been a valued Sunrise partner for many years. This next evolution ensures their message continues to resonate while tapping into new audiences across audio and digital platforms. It’s a powerful example of how our combined ecosystem can drive both scale and efficiency,” Finney said.
Seven’s National Sales Director Katie Finney
UM’s Senior Creative Connections Director Monique Chirgwin said the partnership demonstrated the reach of the merged group’s offering.
“We’ve not only seamlessly extended ING’s trusted financial content but are now reaching new audiences with unparalleled efficiency and contextual relevance, genuinely optimising impact across their entire daily media journey,” Chirgwin said.