Jamie Durie has joined LeadStory as part of the platform’s global talent roster, in a move designed to expand its premium lifestyle and sustainability content offering.
The designer, environmental advocate and media personality will develop and present original programming focused on environmental innovation, sustainable living, architecture and design for audiences across LeadStory’s global distribution network.
The appointment adds a lifestyle content layer to the streaming platform’s existing news proposition, which combines AI-led personalisation with verified journalism from international broadcasters.
A sustainability focus with global reach
For Durie, the partnership aligns with a long-running focus on sustainability and design, paired with a platform built around connected viewing habits and international reach.
“I’m excited to be joining the team at LeadStory. What excites me most is the opportunity to bring the stories behind sustainability, design and environmental innovation to a global community, across multiple viewing platforms,” Durie said.
LeadStory delivers curated local and global news content across connected TV, mobile, digital and in-car environments, drawing on content from broadcasters including CBS, CNBC, Reuters, Bloomberg, Deutsche Welle, Al Jazeera, Network 10 and France 24.
The platform describes itself as a hyper-personalised, on-demand news service built around viewer preferences and verified journalism.
Heidi Sayers
Expanding premium content ambitions
Heidi Sayers, chief commercial officer at LeadStory, said Durie’s profile fits the kind of globally relevant talent the business is looking to build around.
“Jamie sits at the intersection of design, sustainability and storytelling in a way very few people do. He is not just a talent, he is a trusted, globally recognised authority with strong audience resonance across Australia, the US and Asia,” Sayers said.
“At LeadStory, we are focused on elevating premium content that informs, inspires and carries cultural relevance. Jamie’s credibility and global perspective strengthen that ambition.”
The announcement comes as LeadStory continues to expand internationally, with its FAST channels now available on Samsung TV Plus, LG Channels, and Vizio across multiple markets.
Growth across screens and sectors
Founded in 2021 by Cameron Price and Cheyne Wallace, LeadStory says it has now surpassed one billion minutes watched on connected TV.
The company has also expanded through automotive partnerships with Skoda Auto, Mercedes-Benz and Volvo Cars, as well as connected device partnerships with Kogan.com and HP Inc..
Its branded storytelling division has also worked with organisations including Tourism Fiji, Sydney Water, Tourism NT, Origin Energy and American Australian Association.
Durie’s content is expected to roll out across LeadStory’s platforms in the coming months.
Top Image: Jamie Durie