Mediaweek HOT List September 2023: Initiative Media, Innocean & Paper Moose, Publicis Groupe, and The Mavens

Mediaweek MW Hot List - logo

Darren Woolley celebrates the media and creative agencies turning up the heat in his first HOT List

In this brand-new HOT List of 2023, Mediaweek Marketing & Agency editor-at-large and founder and CEO of TrinityP3 Marketing Management Consultants, Darren Woolley highlights and acknowledges the media and creative agencies turning up the heat.

What makes something hot in advertising? Well from my science background we know heat is energy. So, to be hot you need to be generating the type of energy that people can feel. Heat that can be measured. The type of energy that cannot be ignored. The energy required to disrupt the status quo. Heat energy transforms solids into liquid and liquid into gas, sometimes with explosive results.

This month’s Hot List is the start of something transformative and explosive. (See criteria below).

Sizzling HOT

Media agency

Hot List initiative logo

Initiative Media

Initiative Media is running hot, not just for being named Global Agency of the Year back in May this year, but for their on-going support for their clients. In this case supporting NRMA in their commitment to the Beyond 3 percent initiative (there is that word again) of investing at least 3 percent of their media spend with First Nations media and content.

With so much corporate support for the looming Voice to Parliament Referendum on October 14, it will be interesting to see how many of the large corporates supporting the referendum, manage to extend that into on-going support for the First Nations media sector of Australia?

Beyond 3%

So HOT right now

Creative Agency

Innocean & Paper Moose

It is not just crocodiles who eat their young. The advertising industry in Australia is well known for killing creative enthusiasm and mental well-being with toxic and personal attacks. This is why the survey launched by Innocean (creators of Fck the Cupcakes) and B Corp agency, Paper Moose is so hot.

Rather than simply calling for a ban on hate filled, troll-like anonymous comments, the two agencies have created a survey for the creative community to gather information and better understand the issue. The survey will be open until September 22.


Holding Company


Publicis Groupe

Publicis Groupe Australia

In a market where “best place to work” or “employer of choice” awards feels as common as “agency of the year” the fact Publicis Groupe Australia has done so three consecutive times at the Australian Business Awards is hot.

The Employer of Choice (EOC) from the Australian Business Award recognises organisations that develop workplaces that maximise the full potential of their workforce through established policies and practices that demonstrate effective employee recruitment, engagement, and retention.

With all the talk about indie agencies offering better place to work, having a holding company group win this award not just once, but thrice is worthy of being recognised.

Also HOT

Industry group

The Mavens

Independent, volunteer-run industry group, Mavens is launching Volume 2 magazine following on from last year’s sell out Volume 1. The 160+ page print magazine, with a 400-copy distribution, is being launched at an event, this Thursday September 21, in Melbourne, to champion the gender equality movement in adland.

Anyone who has been involved in publishing, while holding down your other full-time job, will know what an achievement this is. Mavens design director Vanessa La Delfa and founding editor Leah Morris, a senior copywriter based in Melbourne – that is hot.

Making a difference? Going above and beyond? We would love to hear from you – send details to [email protected].

Criteria for making the Mediaweek Hot Lists
• Making a difference to clients, staff, the industry, and society at large
• Breakthrough campaign or idea that is a category game changer
• Challenging the status quo to drive innovation.

To Top