The Australian Radio Network’s (ARN) Chief Audience and Content Officer Lauren Joyce says Kyle and Jackie O’s show won’t go national until the pair prove themselves in Melbourne.

She has also moved to play down speculation that AI voices could replace on-air talent.

“I’ve said before, until we can prove their success in Melbourne, we won’t be taking them into Brisbane. That sentiment continues,” Joyce told Mediaweek.

Joyce’s reply muddied the waters, slightly, when it comes to theorising what ARN is planning to announce at its upcoming upfront presentation, which they’ve reportedly spent a cool $1.5 million on. For what could be bigger than bonafide K&J expansion? Time will tell.

Meanwhile, on a recent story from The Australian which claimed the company was asking listeners if they would “miss” real presenters if they were replaced by AI, Joyce laughed.

“I think that story earlier in the week was all a bit of bluster, to be honest. It was part of our weekly audience research – just one question among many.

“There was no intent behind it other than understanding how audiences feel about AI voices. Beyond understanding our audiences better, there’s no secret strategy behind it as the headline implied,” she said.

Kyle and Jackie O’s ‘universal appeal’

In Sydney, Kyle Sandilands and Jackie ‘O’ Henderson grew their KIIS 1065 breakfast share to 14.8% in Survey 5, up from 14.3%, consolidating their long-running dominance.

Smooth FM retained the overall Sydney station crown, but KIIS breakfast remains the strongest show in the market.

Despite ruling out further expansion for now, Joyce praised the KIIS breakfast duo’s ongoing strength in Sydney. “We’ve always maintained that Kyle and Jackie O’s content is universally entertaining, and that the location they’re broadcasting from matters less than it would for another show that is highly local,” she said.

Caring for their audience

Joyce said the pair’s success is underpinned by their relationship with listeners, quashing claims Sandilands was running the show off the rails by not winding back smutty content.

“Of course they care. They wouldn’t show up every day and engage with the listeners the way they do if they didn’t. You can hear it in the way they interact with callers and their fans. They really do care about them,” she said.

Building on Melbourne

In Melbourne, KIIS 101.1’s overall share landed at 6.1% in Survey 5, a figure Joyce described as steady but with room to grow.

“6.1 is good but I hope we can move up. I certainly have faith in them as broadcasters. If you look historically at KIIS overall, we’re still sitting within the range we’ve been at,” she said.

“Kyle and Jackie will stay on strategy. We’ll continue to aim to convert the cume we’ve picked up – an additional 21,000 in this book – into P1 listeners. It’s about continuing to drive more cume into the station and rinse and repeat that conversion. Our ambitions are greater than a 6.1, but it’s going to be a long journey to get the increases we’re looking for.”

That result continues a slide from Survey 2, 2024 – the last survey before Kyle and Jackie O debuted in Melbourne – when KIIS 101.1 held a 6.4% share.

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Mamamia has unveiled a major shift in strategy, moving from a “branded house” to a “house of brands” model in 2026. The shift will see the independent publisher invest further in podcasts, video podcasts, and new content verticals informed by what Australian women are talking about.

Announced at its Upfronts presentation this week, the new approach is supported by Mamamia’s proprietary data and findings from its 2025 State of Women survey, which polled 1,500 women aged 16 to 60. The publisher’s aim is to close gaps in content where audience demand is rising, including relationships, Gen X life-stage content, travel and food.

Attending the upfronts, the audience were sold on the ideals that have underpinned the Mamamia brand from the beginning – the idea of smart, honest conversations for women with women. The business likes to echo a statement made by founder Mia Freedman in its early days: it’s about making the world a better place for women and girls.

Behind the scenes, there is a lot of thought being given to taking that ethos and adapting it for a wider, audience where age and gender are being considered with greater inclusivity. This is where the need to become a “house of brands” takes on greater importance for the business.

“There are still people who think that Mamamia is just for parents, like it’s in the title. – a mum blog. Or they think it’s all about Mia, and they don’t relate to a woman in their 50s, right? If you’re in your 20s, you’re like, this thing’s not for me,” Mamamia CEO Natalie Harvey said to Mediaweek.

Harvey used the launch of the launch last year of millennial brand Know as an example of where Mamamia is headed: “If you’re in your early 20s, trying to come into our ecosystem, we’ve got beauty, we’ve got fashion, but some of the broader shows, it’s not gonna be connecting as well. So when we launched Know, we deliberately kept it as non-Mamamia to get that younger audience, but also to make it non-gender specific. So the latest data that we’ve got shows that it is skewing more to younger men, which is really interesting.”

As Mamamia further embraces platforms like YouTube for video podcasts and social video, there will be a natural broadening of audience as viewers discover content based more on subject matter and less through the existing brand. Which isn’t to say that Mamamia as a brand isn’t valuable.

Chief Content Officer Eliza Sorman Nilsson told Mediaweek “Women are our bullseye audience. But as we go more into YouTube, I think that’s also gonna be a halo effect, especially with True Crime Conversations and No Filter. And even the spill that just have more broad appeal, I do think we will see more male audiences from the spaces that we’re playing in for discovery.

“If we can always nail the zeitgeist, that is what’s servicing the algorithm. And what you’ll see in our content slate this year and moving forward is a real strip away from evergreen.”

Growth in audience and engagement

The new slate follows strong network growth for Mamamia. It reports:

• 7.5 million Australian women reached monthly, plus 2 million men
• +3.5 million podcast downloads across FY25
• +5 per cent YoY growth in Australian podcast listeners
• Record monthly podcast audience in May 2025
• +1.8 billion organic social impressions
• +81 per cent YoY growth in social interactions
• +8 per cent rise in website and app page visits
• Newsletter open rates exceeding industry benchmarks up to 3x

Content expansion highlights

Mamamia will significantly expand The Spill entertainment brand, hosted by Laura Brodnick and Em Vernem, which saw a 16 per cent lift in downloads over the past quarter. New offshoots include:

• The Spill Morning Tea, hosted by Ash London, delivering daily celebrity news.
• The Spill: Reality Recaps and The Spill: Watch Party, diving into popular TV and film releases.

New verticals launching in 2026:

• This Is Why We Fight – Australia’s first therapy-based relationship podcast, hosted by Clinical Psychotherapist Sarah Bays. Launching October 2025.
• Parenting Out Loud – a spin-off of Mamamia Out Loud, hosted by Monique Bowley, Amelia Lester and Stacey Hicks. Available now.
• Unleashed by Mamamia – a Gen X-focussed ecosystem including podcast, social and events, expanding on the Very Peri brand. Launching early 2026.
• Retreat and Eats by Mamamia – mood- and need-based travel and food content, featuring travel contributor Paige Carmicheal. Launching February 2026.

Returning initiatives

Popular formats will also return, including Hot Pod Summer, which saw a 30 per cent year-on-year spike in downloads over the 2024–25 summer. Health brand Well by Mamamia will continue after research showed 57 per cent of women exposed to the content made or intended to make a lifestyle change.

New ad formats and brand partnerships

“This is about unlocking new rules for brand relevance,” said Georgie Nichols, Chief Revenue Officer, Mamamia. “From podcasts to vodcasts, shoppable video, and beyond, our partners have more ways than ever to engage deeply with our audience across any platform.”

Eight of Mamamia’s biggest podcast brands will be available in full-length video by the end of 2025, with investment continuing in vodcasting as a mid-term strategic growth area. Key titles moving to video include Mamamia Out Loud, You Beauty, Nothing to Wear, and No Filter with Kate Langbroek.

Mamamia will partner with Vudoo for new suite of shoppable ad products. This move aims to seamlessly
blend content and commerce, enabling brands to convert audience connection directly into sales.

“Our partnership with Vudoo supercharges the ability for brands to close the transaction,” said Michael De Silva, Head of Trading and Commercial Operations, Mamamia. “This isn’t just a shoppable video — it’s an evolution of the traditional sales funnel.”

Global expansion and video strategy

As part of its international push, Mamamia highlighted growth in global markets including New Zealand, the US and the UK. It is now offering programmatic access to international audiences across all its platforms.

The company has also expanded its video strategy, investing in two purpose-built podcast studios. Eight of Mamamia’s biggest podcast titles will be available in full-length video by the end of 2025.

Shows like You Beauty, Nothing to Wear, The Spill, Watch Party, Reality Recaps, and No Filter with Kate Langbroek will be fully vodcasted with integrated advertising opportunities.

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On Tuesday afternoon Mamamia CEO Natalie Harvey led her content and sales team on stage for its annual upfronts presentation. During the presentation, Mamamia emphasised a slight strategic shift to embrace a “house of brands” approach, while also talking up its expanding podcast lineup, and the introduction of shoppable ad products.

Sitting through the presentation, there was a lot to admire about Mamamia as it marches towards 20 years of publishing, but there were a few thoughts that were hard to shake.

The message from the upfronts didn’t feel 2026 specific

Messaging at upfronts presentations are a difficult juggling act – there’s a need to balance out what the organisation is and what it stands for, while also delivering an exciting message about what is coming in the year apart. For Mamamia, that is a difficult proposition because the entire business is based on being reactionary.

Across news/opinion articles, podcasts, and social video, it is a publisher that taps into the mood of the moment and builds from that – it’s impossible to tell an audience of media buyers what it will be talking to its audience about six months from now when two days from now can be equally murky.

Instead, it was left to rely on promotion of new podcasts rolling out – spin-offs from pop culture podcast The Spill, the spin-off from flagship Out Loud podcast titled Parenting Out Loud, and a smattering of other podcasts with the most interesting being couple relationship therapy podcast This Is Why We Fight.

None of the products felt especially buzzy. And they might perform well, but that will be off the back of the Mamamia podcast network effect. That brings the message back to the strength of the Mamamia brand, which leads the upfronts presentation to being more about the overall Mamamia proposition. With that proposition still being more or less the same last year and will likely be the same again next year, there wasn’t a clear message about what Mamamia is about right now.

Mamamia is in a transition phase

Shifting Mamamia away from the one key brand to being a “house of brands” is a giveaway that Mamamia is actively repositioning itself to survive a media landscape where consumers are moving towards centralised content distribution platforms.

Mamamia is embracing video distribution via YouTube (and Spotify, which can be harder to monetise), following the consumption trends we have all seen. But with that means an audience who will discover Mamamia content through the YouTube algorithm and not the “branded house.”

That’s a more difficult sell to buyers. And, to be fair, Mamamia isn’t all in on that as a distribution mode just yet. It is clearly where the business is moving and Mamamia will be well-placed as consumer behaviour further evolves in this direction.

Wait… can you tell me more about THAT

There was an interesting moment in the upfronts that Mamamia brushed past, which had the business (during part of a sizzle reel) bragging that it knew Labor would win the last election because they could see what their audience was doing.

Mamamia has a wealth of information on the interests and practices of its audience. Sitting in the audience, I would have liked to learn more about how Mamamia can track and predict trends based on the metrics it can see internally.

That sort of information has tremendous value for buyers and partners. Especially as companies start to look at how they can best leverage the new shoppable opportunities Mamamia was touting at the event.

Where was the talent?

It isn’t easy wrangling talent to come along to upfronts events, but even so, at every upfronts event there is usually a mix of audience-facing talent and those who work behind the scenes to actually make it all work.

We had one section of the upfronts dedicated to pop culture podcast The Spill with hosts Laura Brodnik and Em Vernem on stage together, but the entire event felt like it needed more from the voices of the podcast side of the business which feels very much like the growth engine for Mamamia. Where was No Filter host Kate Langbroek, any of the trio of hosts from Out Loud, or Psychotherapist Sarah Bays who hosts the upcoming This Is Why We Fight?

The future is still female

Broadly, the Mamamia upfronts presentation was a success. It was very firm in establishing the difference between Mamamia and other leading Australian publishers. It has the inventory with an ever-increasing number of podcasts and as it further embraces video, there will be a growing opportunity to further build upon its slate.

Despite the expansion in programming, the overall Mamamia offer still feels curated and still meeting its mission statement to make the world a better place for women and girls. It is a business with runs on the board and there was nothing in the upfronts that suggested that was going to change anytime soon.

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A good old-fashioned pearl-clutching moment is hard to come by these days, but for Nine Radio, last survey delivered exactly that.

Melbourne’s 3AW – long billed as the city’s voice – was knocked from its perch by GOLD104.3 – which surged to number one for the first time since 1992.

3AW back on top

This time around, things look far more familiar.

3AW has stormed back to the top in Survey 5 with a 13.5% share, up 1.6 points from its stumble to 11.9%.
GOLD, meanwhile, slid to 11.2%.

Nine’s National Content Manager Greg Byrnes was bullish about the rebound: “The powerhouse, 1.6 up overall, TSL up, 40 plus up,” he told Mediaweek.

When pressed on the reason behind last survey’s dip, he was typically philosophical: “That’s just the nature of surveys and the waves. What’s impressive today is that it normally takes maybe two surveys for a result like that to wash through. We’re on the up, that’s not a guarantee, but that’s a good position heading into survey six.”

2GB struggles in Sydney

In Sydney, the story is less rosy.

2GB dropped another 0.2% to 11.4%, with Ben Fordham down half a point in breakfast and Mark Levy struggling in mornings, slipping 1.5% to 11.5% behind Smooth’s Ty Frost on 13.8%.

Byrnes again was practical in his analysis: “That’s the methodology, and that’s what we’re all working with. It can be frustrating. They can be the highest of highs, and you can come off those pretty quickly, and that’s why averages are important. And that’s just the methodology.”

He also pointed to football as a critical driver of Nine’s strength: “Big games, afternoons, strong weekends, overnights, football. We put a lot of resources and a lot of time into it because we know they’re important fabrics to our markets.”

Speculation and AI

On speculation about Nine snapping up SCA talk stations, Byrnes waved it off: “Other than that we’re a high-profile media asset, so there was always speculation around our talk stations.”

But he did reveal the network is actively testing AI in production. “We’re exploring how AI can assist… but the key for us is starts with a human, ends with a human. Trust and authenticity are so important for our form of content. There is a role to play, no doubt, and that’s what we’re exploring at the moment.”

Main image: Greg Byrnes

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18 months.

That’s how long Southern Cross Austero’s (SCA) Head of Broadcast Content Matthew O’Reilly reckons content directors should give new shows before sitting down to have the hard chat.

O’Reilly was responding to Mediaweek’s question following the latest radio ratings results, which showed SCA’s Sydney breakfast shows were still struggling to find their groove.

At the other end of the dial, 2DayFM’s music reboot continues to battle for traction, edging down to 4.1% from 4.3%, while Triple M Breakfast inched up to 5.3% from 4.5%. In Melbourne, Fox FM nudged higher to 9.0% from 8.9%, with Triple M also rising to 7.7% from 7.4%.

Early days in Sydney

O’Reilly was quick to temper expectations around Sydney, pointing out that meaningful change takes time.

“I think it is very early, like I would say minimum 18 months before you can have a definitive read on how things are going. So yeah, very much consider it early days.”

That perspective also applies to 2DayFM’s refreshed playlist, which only launched in mid-March. “It’s the start of a rebuild,” he said.

“We talked about 18 months as being the time for change. But what I would say with Sydney, we saw some tune increases on 2Day. The 18 to 34 figures continue to grow, which is what that station is targeted at. We had to market the music format because it was so unique and different, and in the areas we’re laser focused on we’re seeing green shoots,” he said.

Strategy and new shows

SCA’s Breakfast hosts Jimmy & Nath and Emma are also part of that rebuild.

O’Reilly said success starts with structure. “I think it’s having a clear strategy, which I’m not going to divulge, but it means they know what they need to do on a daily basis. We’ve had a music format for less than six months and we’re seeing growth 18 to 34.

“We’ve only just started marketing the breakfast show. We believe in being live and local. They are both really up for the challenge and I’m confident both shows will do everything in their power to win,” he said.

He added that while market forces play a role, change is coming. “The reality is there’s a lot out of our control. What excites me is knowing there’s change coming in 2026 and giving our best shot to capitalise on that.”

That commitment extends to the new wave of talent across the network. “We launched six shows at the start of this year, not all breakfast, but a lot. We are leading the way with bringing fresh talent to the industry. They need clear parameters and guidelines on what to deliver every day. I think we’ve done an exceptional job of setting our new shows up for success.”

Standout results for Triple M

Outside of Sydney, Triple M posted strong numbers, particularly in Brisbane and Adelaide.

Marto, Margaux & Dan climbed to a 13.8% share in Brisbane – the station’s best breakfast result since 2018 – while in Adelaide, Roo, Ditts & Loz lifted to 14.8% to reclaim the number one station crown.

O’Reilly said the brand’s performance was encouraging.

“I think it’s been a great day for Triple M. We’ve got the number one station in Brisbane and Adelaide, number one breakfast shows in Brisbane and Adelaide, and it’s great to see rises in Sydney and Melbourne. The new shows we put in at the start of the year are clearly resonating early. Triple M Melbourne is the number one station, 25 to 54,” he said.

He admitted Perth was more challenging, but still in positive territory. “Perth is going backwards, but for us, that’s still the second best breakfast result since we launched Triple M. So still very much on the high end of what we would want.”

Lou and Jarch on the rise

Afternoons also delivered growth, with Lou and Jarch climbing nationally. “National figures are hard to move because they’re averaged across five markets, but they’ve gone from an 8.6 to a 10.4 in the 2-4pm slot,” O’Reilly said.

There’s been speculation about whether the pair could move into breakfast, but O’Reilly said patience was key.

“We need to give them more than two months – for their fairness and for ours as well. That said, I think the show sounds great. It provides a point of difference and no doubt there’s a big future here for them. I just don’t think the time’s right now,” he said.

Using AI in radio

O’Reilly said SCA, like most media businesses, is experimenting with AI but cautiously.

“I think every business is using AI. How we use it is different. I’m a believer in the human connection, the personal connection, the emotional connection of radio. In the creative and connection space, that’s not something we’ll go to any time soon. But there is a role to play in production. That’s what we’re exploring at the moment,” he said.

Main image: Matthew O’Reilly

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Mutinex has confirmed the return of its invite-only Marketers & Money summit on 25 November in Sydney, with Mark Ritson and Asahi’s Brian Phan locked in as headline speakers.

The one-day event brings together senior marketers and analytics leaders to tackle growth, accountability and transparency in marketing effectiveness.

Ritson, founder of MiniMBA, and Phan, chief growth officer at Asahi Beverages, will deliver keynotes alongside Mutinex CEO and co-founder Henry Innis, who will also reveal a new product release on stage.

“We’re here to get Marketers energised about the opportunities of the next two years,” Innis said.

“Marketing Effectiveness is coming to the fore and getting the recognition it deserves. Marketers & Money is about bringing that community together, and building it up — and we want to ensure every marketer is able to access the effectiveness revolution.”

Innis said the event is designed for marketers who want “real answers to the commercial questions they face every day. Marketers & Money is built for growth conversations — about budgets, media, and proving marketing’s impact in language the board understands,” Innis said.

Panels featuring senior industry leaders will be announced in the coming weeks. Mutinex will also use the event to debut GrowthOS updates, including benchmarking across Open Source models via the Open Source Evaluation framework.

Head of Product Peter Photinos said: “We’re using this event to showcase our investment in robust model evaluation, moving beyond the ‘statistical witch doctor’ approach of MMMs.

“We’re excited to ensure that models are being robustly tested and evaluated, and to showcase model evaluations similar to the way credit, language and other models are evaluated objectively and at scale. We look forward to releasing some revealing benchmarks at the conference.”

The event is free and open by invitation to senior marketers, with expressions of interest now open via the Marketers & Money 2025 site.

Top image: Mark Ritson, Henry Innis, Brian Phan

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Survey 5 2025 delivered a mixed but largely positive book for Nova Entertainment, with standout gains in Perth and Brisbane and steady momentum in Melbourne.

While Sydney remains a crowded market, Nova Network Group Programming Director Brendan Taylor told Mediaweek the business is focused on “running its own race” – and keeping live voices central, despite industry chatter about AI.

Sydney success for Smooth and Nova

Smooth FM once again led the Sydney market on 11.8%, with Nova holding firm. Taylor said the Smooth team deserves credit for building such a passionate audience and pointed to Nova’s own steady gains.

“Sydney’s a great credit to the team. For Smooth to be sitting at 11.8 from a share perspective, market number one, it’s just incredible. And I think if you look at the cume of 1.383 million, it’s just outstanding,” he said.

Taylor also said Nova has been doubling down to sharpen its Sydney breakfast content, with Fitzy & Wippa + Kate Ritchie lifting from last survey’s 7.1% to 7.5% in this book.

“We’ve worked really hard this year to focus in on the show and reinvigorate some of the benchmarks and we’ve had some great support from our Nova talent,” he said.

Taylor stressed that much of Nova’s momentum comes down to investing in culture and people.

“We’ve spent a lot of time, particularly over the last two years, building the culture and forming that connection amongst the teams. We’re really lucky in that we’ve got a great stable of incredibly talented broadcasters,” he said.

Time spent listening and brand strength

Taylor said Nova is paying close attention to time spent listening (TSL) and how programming choices affect engagement.

“These are all things we look at and, in some way, we obsess over these numbers. But it’s also pleasing when you see days like today, with the work that goes into TSL around content and tactic placements within a show, pay off and put us in a good position.

“And if you put the combination of Smooth and Nova together, it’s market-leading and really beneficial to our commercial partners,” he explained.

Jase and Lauren in Melbourne

Melbourne continues to be a bright spot for Nova, with Jase & Lauren in breakfast building on their strong brand.

“There’s no doubt that they’re doing all they can to have a connection with the audience. This survey they recorded a cume of 722,000 – that’s all those people connecting with the breakfast show in a competitive market,” Taylor said.

Although the result was good, it was down on last survey, which had the team pulling a cume of 764,000.

Rumours and lineup speculation

Taylor was also quick to brush off chatter about possible lineup changes across the network, including suggestions that Fitzy & Wippa + Kate Ritchie would be moving to Drive, while the network’s current Drive show featuring Ricki-Lee, Tim & Joel ,will head into the Breakfast slot.

“Look, it’s that time of year. I obsess over our shows, and there’s no doubt I’m constantly thinking about what our long-term success is. There’s constant interest and talk about what will be next, but the numbers we’re delivering today show that all our teams are in a really strong position.

“When it comes to the rumours, I don’t buy into them. When there’s something to say, we’ll say it. But right now, I’ll just leave it at that – rumours,” he said.

On AI

Taylor was clear about Nova’s position when it comes to employing artificial intelligence, or at least merging it into radio.

“We work in medium with live voices and human interaction. That’s what I believe in. Over time, things could absolutely change as technology and audiences evolve. But from Nova’s perspective right now, we’re obsessed about our shows being live, and having that human connection,” he said.

Main image: Brendan Taylor

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BBC Studios ANZ has finalised a multi-title agreement with HBO Max, securing both pre-sale and territory premiere rights for a slate of British comedy and drama titles. The deal is BBC Studios’ first with the newly launched HBO Max platform in Australia.

Cheaters

The package includes high-profile releases such as How Are You? It’s Alan (Partridge) and Make That Movie, along with new seasons of Alma’s Not Normal and Cheaters. It also features the two-part political drama Brian and Maggie and a catalogue of legacy Alan Partridge content.

Make That Movie, a six-part comedy from London’s Blink Industries, stars Australian comedian Sam Campbell as a director seeking the next big film idea across the UK. Fellow Aussie Aaron Chen also appears in the series.

Make That Movie

Meanwhile, How Are You? It’s Alan (Partridge) sees Steve Coogan reprise his iconic role as Alan Partridge, who returns to the UK after a stint in Saudi Arabia to direct and present a documentary on mental health—billed as Britain’s first on the topic. In a coup, Australia is the first territory outside the UK that How Are You? It’s Alan (Partridge) has sold to.

How Are You? It’s Alan (Partridge)

The slate continues with the second seasons of Cheaters and Alma’s Not Normal, and the premiere of Brian and Maggie, starring Coogan and Harriet Walter as journalist Brian Walden and former UK Prime Minister Margaret Thatcher, respectively.

Brian and Maggie, Alma’s Not Normal, and an expanded Partridge library including I’m Alan Partridge, Alan Partridge’s Mid-Morning Matters, and This Time with Alan Partridge are all available now on HBO Max. Cheaters seasons one and two will be added to the service from 15 September.

Deborah Tod, Director of Content Partnerships and Sales at BBC Studios ANZ, said the deal reflects rising local demand for British storytelling: “The local appetite for high-end British content is only getting stronger here in Australia, so we are
thrilled to have established this package with HBO Max as an avenue to deliver this sought-after storytelling to their growing audience. This exciting slate of territory premiere titles and pre-sales, from the return of fan-favourites to fresh new series, is testament to the power of strong, local collaborations, and we’re proud that this distinctive, talked-about content has
found its home on HBO Max.”

The partnership comes as BBC Studios ANZ continues to build creative, region-specific deals across platforms to bring UK content to local audiences.

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OMD has appointed Rob Frost as Chief Strategy Officer, a newly created role within the Omnicom Media Group agency.

His appointment follows the February launch of OMD’s We Create What’s Next positioning, which sharpened the agency’s focus on creativity and brand experiences.

Frost joins the Omnicom Media Group agency from EssenceMediacom, where he spent more than a decade in strategy roles across Sydney and New York. His career spans the UK, US and Australia, leading strategy for brands including Budweiser, Uber, Coca-Cola and Volkswagen.

OMD said Frost’s appointment strengthens its strategic capability, which has delivered campaigns such as Macca’s Squid Game Meal and Telstra’s Free Calls to Santa, and earned 27 award wins and 23 shortlists in 2025.

Sian Whitnall, co-CEO of OMD Australia, said: “At the heart of transforming businesses, OMD is redefining the delivery of creativity and effectiveness for clients. Rob will lead the charge in co-creating innovative experiences and helping our clients make lasting connections with their audiences through storytelling and strategy.

“In his previous roles, Rob has consistently driven strategic innovation, delivered business growth, and produced award-winning work. We know his expertise and leadership will make a transformative impact here at OMD.”

Frost said of his appointment: “I’ve always looked at both OMG and OMD with a great level of respect – it’s hard not to, particularly here in Australia! From the outside, they clearly had great data, tech and tools, as well as amazing relationships with a roster of clients that anyone in our industry would jump at the chance to work with.

“But it was the people that really made me want to be part of creating what’s next. I’m used to hearing about OMD’s great team and expertise from media partners, but when I got the chance to meet Sian and Laura myself, I instantly felt like it was the right place for me, with a clear and exciting vision ahead that I couldn’t wait to be part of.”

Top image: Rob Frost

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QMS will consolidate MediaWorks’ out-of-home (OOH) operations into Australia as it transitions the New Zealand business to the QMS brand from 1 October 2025.

The move follows MediaWorks’ recent win of the Auckland Transport street furniture contract.

QMS will apply its operational experience from managing the City of Sydney street furniture concession to deliver outcomes for Auckland Transport and expand its presence in New Zealand.

The alignment means QMS now holds both the Auckland Transport and City of Sydney contracts, making it the first operator in ANZ to manage the two marquee street furniture concessions simultaneously.

Wendy Palmer, CEO of MediaWorks, said: “Aligning our OOH division with QMS makes strong strategic sense. With QMS’ scale and proven capability, we know our OOH portfolio will go from strength to strength.

“At the same time, Radio is in an incredibly strong position. We’ve just achieved our largest-ever survey share, revenue is growing every quarter, and we are continuing to invest in local markets and our digital platform, Rova.

“I want to acknowledge the dedication of our people and thank them for their contribution and leadership as we take this exciting next step forward.”

Barclay Nettlefold, Chairman of MediaWorks and QMS, said: “This is a positive move for MediaWorks and QMS. Radio is standing tall, delivering consistent results and growth, while our OOH operation gains the backing of one of the most experienced and capable outdoor businesses in Australasia.

“Together, this positions both sides of the business for long-term success. The changes ensure that Radio continues to stand proudly on its own two feet, while OOH benefits from the strength and scale of QMS.”

QMS continues to strengthen its position as a leading digital OOH operator, with a national Australian portfolio alongside its growing New Zealand footprint.

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News Corp Australia has rolled out text-to-speech functionality across its major mastheads, giving audiences the option to listen to articles as well as read them.

The new “Listen to this article” feature is live on both web and app for The Australian, News.com.au, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, and regional titles including The Mercury, NT News, Cairns Post, Gold Coast Bulletin, Toowoomba Chronicle, Townsville Bulletin, Geelong Advertiser, The Weekly Times, and CODE Sports.

The AI-powered tool enables thousands of articles each week across categories such as news, sport, business, entertainment, opinion, health, and education to be consumed in audio form.

The voices are modelled on journalists from News Corp’s newsrooms, created in partnership with text-to-speech company BeyondWords.

The tech allows users to set playback speed, skip forwards or backwards by paragraph, and continue listening on mobile while navigating away from the article.

Rod Savage, News Corp Australia’s Director of Newsroom Innovation, led the project and said: “We are always looking for new ways for audiences to consume our content.

“The ability to use AI technology to offer brand-specific voices of journalists – which sound remarkably realistic – and automatically enable audio for thousands of our articles will change how our audience connects with our content.

“After a successful smaller scale trial for the past year on The Australian, we’re looking forward to learning what our broader audience thinks. We believe our vision for future functions and upgrades is truly compelling and will excite our audience.”

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Nine has confirmed that Clint Stanaway will leave the network at the end of 2025, closing a television career that has spanned almost a quarter of a century.

The Weekend Today co-host and 9News Melbourne Weekend Sport Presenter will step away to focus on his full-time role in radio.

From newsroom beginnings to major events

Stanaway began his career in the news library at GTV9 Melbourne before heading to WIN Television in Bendigo to sharpen his reporting skills.

Returning to Nine, he worked as a general and court reporter before moving into sport, where he was appointed 9News Melbourne’s Weekend Sport Presenter in 2010.

Over the years, he has covered some of the world’s biggest sporting moments, from Olympics and FIFA World Cups to AFL Grand Finals, Melbourne Cups and tennis Grand Slams.

In 2021, Stanaway expanded into breakfast television, co-hosting Weekend Today while continuing as sports anchor for Melbourne’s top-rating 6pm bulletin.

Reflecting on his time, Stanaway said: “I’ve always treasured my job, be it on 9News, as co-host of Weekend Today or as part of the Wide World of Sports team. I’ve met so many wonderful people, shared some incredible stories and experienced the most unforgettable moments. The thrill of live television is so addictive, it’ll never leave me.

“It’s been a huge workload juggling both TV and being part of the Melbourne Nova breakfast team over the past couple of years. I am passionate about my new found love for radio and have decided to give it priority moving forward, while I also look to strike a better work/life balance. Unfortunately that means leaving Nine at the end of the year.

“While I step away with a heavy heart, I suspect it won’t be forever. The Nine family has been so good to me, and for that I’ll be forever thankful,” Stanaway said.

Nine pays tribute

Hugh Nailon, Nine’s National News Director, praised Stanaway’s contribution across the newsroom and beyond: “Clint’s career at Nine is a stellar example of what can be achieved through sheer hard work and dedication. From the news library to the host chair of Weekend Today, he has excelled in every role.

“He’s a brilliant journalist and storyteller, and an equally brilliant presenter. He has a terrific instinct for a story and has been a wonderful mentor to many in our newsroom.

“While he will be sorely missed by the Nine family, we wish him every success in his next chapter and thank him for his outstanding service,” Nailon said.

Stanaway’s departure will mark the end of a significant era for Nine, but as both he and his colleagues have suggested, it may not be the last time viewers see him on their screens.

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The Comfort Group has appointed Kaimera as its strategic media partner, launching the relationship with a national campaign for SleepMaker’s new Smart Suspension Technology (SST).

The independent agency will lead strategy, planning, buying and optimisation across all channels in Australia.

The SST campaign highlights SleepMaker’s patent-pending combination of SmartCell foam and engineered springs, designed to reduce partner disturbance, improve airflow and deliver targeted body support.

The appointment expands Kaimera’s footprint in Melbourne, where the agency continues to build its presence with premium brand partnerships.

“This partnership is a real milestone for our Melbourne team. SST is not just another mattress technology – it’s a true evolution in sleep innovation,” Garth Moring, General Manager Melbourne at Kaimera, said.

“We’re excited to translate that into a campaign that connects cleverly with consumers and drives results.

“It’s also a testament to the growth of our Melbourne office – joining Nando’s, Luv-a-Duck, GSK, and others in our client lineup, The Comfort Group adds further credence to our presence in the lifestyle and home space.”

Felicity Turner, General Manager Marketing at The Comfort Group added that “Sleep is central to wellbeing, and SST is a bold leap forward in delivering Australians exceptional comfort, temperature control, and support.

“We chose Kaimera for their strategic smarts, creative insight, and track record with premium brands – they’re the ideal partner to bring SST to life.”

The Comfort Group is Australasia’s largest bedding manufacturer, with brands including SleepMaker and Sleepyhead.

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Australians are embracing generative AI in shopping but are still split on how much they trust brands to use it responsibly, according to new research by independent media agency, Bench Media.

The report, What Consumers Expect from Brands in the Age of AI, found three in four Australians are using tools such as ChatGPT and Google Gemini to research or compare purchases. Nearly half (47%) want brands to disclose when AI is in play, and 82% believe companies should face stricter regulation.

Ori Gold CEO and Co-Founder, Bench Media said: “AI will only be as powerful as the trust and connection it builds with consumers. Our research shows Australians are not asking whether AI should exist in marketing, they are asking how it is used, how it is disclosed, and whether it aligns with brand values. That is the challenge CMOs need to solve.

“The smartest brands in 2025 will not be the ones with the most AI, they will be the ones that use it with the most emotional intelligence,” he added.

A generational divide is clear. Younger Australians, especially 25–44-year-olds, are adopting AI for shopping, travel, dining and work tasks. Gen Z also leads in weekly usage, though 44% say humans remain better at creativity. In contrast, older Australians are more cautious, placing higher value on human interaction.

The white paper delved into four key parts, concluding with a clear message for marketers that AI is not a one-size-fits-all solution. Key highlights include:

• Nearly one in five Australians uses generative AI daily to help decide what to buy. For younger demographics, particularly 25 – 44-year-olds, AI is becoming the default tool for shopping, planning travel, and even making dining choices. Among 18–24s, six in ten use AI at least weekly for product research.
• While 54% of Australians say they trust generative AI platforms for product research, 22% express outright distrust. That scepticism is amplified in lower-income households, where concerns about data use and digital literacy remain significant barriers.
• Gender adds another layer of complexity, with women using AI more frequently than men, with 52% of women reporting weekly use compared to 42% of men.
• Gen Z, often positioned as “digital natives,” frequently use AI, but are more likely than any other demographic to doubt its creative ability, with 44% of 18 – 24-year-olds believing humans still do a better job.
• Nearly half of Australians (47%) say they want brands to clearly disclose when AI is being used, while 60% believe that all AI-generated advertising should be clearly labelled.
• This demand for openness reflects deeper concerns around data and authenticity, plus regulation is another area of rare consensus. Across age, income, and gender, 82% of Australians believe brands should be more strictly regulated in their use of AI.
• More than half (51%) of Australians say they are comfortable with AI models or visuals in ads, and 57% believe AI can be just as creative as humans. Yet three-quarters believe AI-generated models promote unrealistic beauty standards.
• The study found that while 30% of Australians believe the ideal customer experience blends AI-driven efficiency with human empathy, this preference is especially pronounced among older Australians who value human interaction. Younger consumers, by contrast, prioritise speed and convenience, but only if it comes with transparency and creative integrity.

Industry leaders have welcomed the research as a timely contribution with Jonas Jaanimagi, Technology Lead at IAB Australia, described the white paper as “a solid start for those looking to embrace the core capabilities within this fast-evolving space,” noting its balance of data-driven insights with practical guidance for empathetic campaigns.

Associate Professor Ofer Mintz of UTS added that marketers need to “consistently consider the customer-based reactions to the latest AI trends” to ensure their organisations remain customer-centric.

Gold said: “AI is no longer a futuristic concept, it’s already reshaping how marketers connect and engage with audiences.

“This research underscores the importance of combining technological capability with human understanding, which is exactly where the real competitive advantage will lie.”

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Opollo has become the first Australian digital marketing agency to partner with Semrush Enterprise, adopting its new AI Optimisation (AIO) solution amid major shifts in online search and digital visibility.

The partnership positions Melbourne-based Opollo to help clients respond to the rise of AI search platforms such as ChatGPT and Google’s Gemini, which are reshaping the way consumers find information, make decisions and engage with brands.

With digital ad spend rising and organic traffic declining, AIO tools offer an alternative path for businesses to maintain visibility without escalating costs. According to Steven Morey, Opollo founder and CEO, the urgency is clear: “Traffic is dropping, ad spend on Google is up more than 20 per cent, and yet it’s still not working. The future has arrived, so we acted fast.”

Opollo’s partnership with Semrush gives its clients, primarily IT and managed service providers (MSPs), access to AI-driven SEO and content strategies designed to perform in an AI-first landscape. The approach combines traditional SEO with artificial intelligence capabilities to better predict, align, and optimise content for the evolving algorithms powering generative search tools.

Christian Knolder, Senior Account Manager at Semrush Enterprise, said Opollo’s early adoption gives its clients a genuine advantage. “The real impact of AIO is helping clients stay visible and relevant in a market where AI platforms are already shaping decisions,” he said.

Digital urgency and opportunity

• Google Ads spend is up 20 per cent in six months.
• AI platforms are shifting user behaviour in search and discovery.
• AIO strategies are quickly becoming essential rather than optional.

“Massive shifts are happening, and agencies across Australia are panicking,” Morey added. “Look up GPT, AI SEO, AEO, AIO, and it’s happening right now.”

To help businesses better understand the technology, Opollo will host an exclusive AIO Webinar on 1 October 2025. The session will outline the mechanics of AIO and how early adopters can position themselves for AI-era discoverability.

About the partners

Formerly known as LeftLeads, Opollo specialises in digital marketing for IT and MSP businesses, combining brand, content, and now AI-first strategy to help clients stand out in competitive B2B spaces.

Semrush is a global online visibility management platform, supporting SEO, content marketing, advertising, and competitive intelligence for over 10 million users worldwide.

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