Ten has announced its agreement to acquire WIN Network’s Northern New South Wales television licence, marking a significant step in expanding its regional reach. The acquisition will see Ten take over the operation of the licence, ensuring the continued broadcast of its premium content, including channels such as 10, 10 Bold DRAMA, and 10 Peach COMEDY, across key locations in the region, including Newcastle, Taree, Tamworth, Port Macquarie, Lismore, Coffs Harbour, and the Gold Coast.

The acquisition will also maintain local production and the broadcasting of local news updates in areas such as Northern Rivers, Tamworth, Taree, Newcastle, and Gold Coast, ensuring a seamless continuation of services to regional audiences.

Strengthening national footprint

This move follows closely on the heels of another major deal by the network. The network recently entered into an agreement to acquire the television licences of Southern Cross Media Group Limited (SCA) in Queensland, southern New South Wales, and Victoria.

Beverley McGarvey, President of Network 10, head of streaming, and regional lead at Paramount Australia, said: “The acquisition of WIN’s Northern New South Wales television licence ensures that our premium line-up of entertainment, news, and sport content continues to be available to all Australians, while also offering our commercial and advertising partners a national footprint.”

She also noted that this move reinforces the broader commitment of Paramount Global, the parent company of Network 10 and Paramount+, to the Australian market.

WIN’s strategic shift

Andrew Lancaster, CEO of WIN Corporation, explained that the sale was part of WIN’s strategic focus shifting towards its relationship with Nine. “WIN’s strategic focus is on Nine and it no longer makes sense for us to own the 10 Northern NSW business. As an industry, we should be looking to make the buying of advertising easier for our clients, and this transaction should help do that,” he said.

While the price of the deal has not yet been disclosed, Ten confirmed that further details of the acquisition would be released once all necessary conditions are met. The deal will be subject to regulatory approval and due diligence before it can be finalised.

Industry speculation has already begun about the potential ripple effects of WIN offloading its Northern New South Wales television licence. Capital Brief suggested that the transaction could be the catalyst for WIN media mogul Bruce Gordon to convert equity swaps in Nine held with Macquarie Group into shares, which could potentially make him Nine’s largest shareholder.

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ThinkTV, the prominent industry body for Australian television, has announced the departure of CEO Kim Portrate, leaving the organisation’s future in question. Having led ThinkTV since its establishment in 2016, Portrate’s exit comes at a time of significant changes within the Australian television sector and a wider push for improved collaboration across the industry.

Portrate, a seasoned industry veteran, has been a key figure in ThinkTV’s mission to advocate for broadcast television, particularly in an era of declining linear viewership and increasing competition from global digital platforms. Over the last decade, she led numerous groundbreaking research initiatives and campaigns, ensuring that TV remained a top priority for advertisers across Australia. Her leadership cemented ThinkTV’s role as a vocal advocate for the medium, a role that now faces a period of significant transition.

A statement from ThinkTV’s board expressed deep gratitude for Portrate’s contributions: “The ThinkTV board thanks Kim for her unwavering dedication and support over the last 10 years. She has been a powerful advocate for broadcast television, delivering groundbreaking research and campaigns that have ensured TV is the first on and last off the plan for many Australian advertisers. In the past decade, the industry has seen rapid change. To accommodate this, the structure and direction of ThinkTV has also shifted. ThinkTV will continue to champion the benefits of Total TV, and the board will share more details of how the organisation will do this in due course.”

While the statement indicates that ThinkTV will continue to advocate for the benefits of Total TV, questions remain about how the organisation will adapt to a rapidly evolving media environment.

Portrate’s departure follows a challenging period for ThinkTV, which faced a significant blow in 2023 when Foxtel, one of its founding members, defected from the group. This move also included Foxtel’s rejection of the OzTAM ratings system, further complicating the relationship between the organisation and key players in the television industry. The departure of Foxtel has left ThinkTV with three remaining stakeholders: Seven West Media (SWM), Nine, and Paramount, owner of Ten.

New leadership is also emerging on the ThinkTV board, with SWM chief commercial officer Henry Tajer and Nine’s acting chief sales officer Matt James set to join. Both men are relatively new to their roles, with Tajer appointed in January to replace long-time sales head Kurt Burnette, and James stepping into the role in December after Michael Stephenson’s move to ARN. Their appointments mark a new chapter for ThinkTV, but with the organisation facing challenges in an increasingly fragmented media landscape, the next steps will be crucial.

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Sean “Diddy” Combs is taking NBCUniversal to court, suing for $100 million over a documentary he says falsely accuses him of being a serial murderer and sex trafficker.

The lawsuit, filed in New York, slams Diddy: Making of a Bad Boy for making “malicious and baseless” claims, comparing him to Jeffrey Epstein and calling him “an embodiment of Lucifer”. The doco, which premiered last month on Peacock TV, allegedly ignored the truth in pursuit of a sensationalised hit piece.

PEOPLE managed to obtain the complaint and shared some of it on its website:

“[The documentary] shamelessly advances conspiracy theories that lack any foundation in reality, repeatedly insinuating that Mr. Combs is a serial killer because it cannot be a ‘coincidence’ that multiple people in Mr. Combs’ orbit have died,” it claims.

Combs’ lawsuit also cites music producer Courtney Burgess, alleging he falsely claimed to have video evidence of the Bad Boy Records founder assaulting celebrities and minors.

“Burgess has never met Mr. Combs and has never had any relationship with anyone in Mr. Combs’s family,” the complaint claims. “Nevertheless, Burgess has claimed on multiple occasions that Kimberly Porter provided him with a copy of her memoir and videos depicting Mr. Combs sexually assaulting inebriated celebrities and minors,” the complaint alleges.

Combs remains behind bars in Brooklyn, awaiting trial in May on federal sex-trafficking and racketeering charges – which he vehemently denies. NBCUniversal has yet to comment.

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Mindshare has promoted Elliott Eldridge to the role of national head of strategy.

In the role, Eldridge will work with the wider strategy and planning team to drive the GroupM agency’s Good Growth agenda and deliver growth for clients He will also be responsible for how the strategy team goes beyond the brief and answers the more pertinent business tensions that marketers are now facing.

Eldridge steps into the national role with responsibility for Mindshare’s Melbourne and Sydney client base, after four years leading strategy for its Sydney office.

He will report into the chief product officer, Gavin Gibson and work closely with the national head of connections planning, Laura Fell, and Sally Hellyer, the national head of business insights, to deliver data-backed strategies for clients.

Gibson said of Eldridge’s appointment: “I’m fortunate to get to partner with such a passionate and innovative strategist like Elliott. His expertise and leadership will continue to further Mindshare’s momentum as the agency continues to deliver on our good growth commitment to our clients.”

Eldridge said of his new role: “I am incredibly honoured to take on this new role, where I will have the privilege of leading our talented and dynamic team across both Sydney and Melbourne. Mindshare has such a strong legacy in strategy.

“Having been part of the team for five years now, I am beyond excited to continue this legacy and together with the incredible strategy team, take the product to the next level.”

Eldridge will continue to support Mindshare’s ongoing success in the market, following key client wins over the last 12 months, including Unilever, Footlocker and Nova.

Top image: Elliott Eldridge

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IAB Australia’s Video Council has today launched a video ad format matrix designed to help buyers and planners more easily understand which environments specific video assets can run. It is hoped that the matrix, which offers a simple visual summary of the formats and the media environments they are offered, as well as a listing of the market’s SSPs, DSPs and Ad Servers, will support the industry and ensure a breadth of investment across multiple channels.

Fourteen formats are detailed in the matrix, ranging from a six-second bumper and 15-second in-stream, to interactive videos, shoppable videos, pre-roll, long-form video, high-impact formats across CTV and outstream video.  Additionally, the matrix includes clear definitions of key video formats to help planners and buyers navigate the nuance of video advertising with confidence.

Vikki Pearce, co-chair of the IAB Video Council and head of digital at Zenith commented “We are excited to share this handy resource. In a space that is becoming increasingly complex we have tried to develop a quick-look document that can support agencies and clients in identifying media opportunities. It is our hope that this can be added to the toolkit to simplify and educate.”

The Video Advertising Council was formed in 2014 to help support the growth of an area of the market that now represents over 50% of digital display advertising. The Council, which has an industry wide representation across publishers, networks and agencies, meets every month to drive projects in relation to advertising standards, best practice, creative and research of streaming ads in all environments across different consumer screens.

Council members include Adobe, Disney, ESPN, Google, GroupM, IAS, Index Exchange, Magnite, Meta, Microsoft, News Corp, Nexxen, Nine Entertainment, OpenX, Paramount, PHD, Publica, Pubmatic, Samung Ads, SBS, SeenThis, Seven, Snap, Teads, The Trade Desk, TikTok, Yahoo and Zenith.

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Toyota Australia has launched the follow-up to its ‘Every Step Matters’ brand campaign that cements its commitment to its customers from the cities to remote communities.

The campaign, by Saatchi & Saatchi Australia, subverts blue roadside signage for rest stops and support services, and instead directs drivers to their nearest Toyota dealership location.

“Having been part of the Australian landscape for decades, we understand Australians don’t just buy a car; they invest in the peace of mind that comes with knowing they can keep moving forward,” Vin Naidoo, chief marketing officer at Toyota Australia, said.

“Regardless of how their lives or the world around them changes, our dealers will continue to be there for our customers for the long run.”

The groundwork of the ad is a data-driven integrated campaign which undertook a comprehensive analysis of 275 dealership locations and their unique service and product offerings.

In its work with Spark Foundry Australia that aligned insights with audience interests and regional nuances, the campaign delivers truly localised creative executions, with over 230 bespoke out of home and digital outputs tailored to communities nationwide.

“In a country of 7.7 million square kilometres, it’s important to know you’re never far from what you need,” Mandie van der Merwe, chief creative officer, Saatchi & Saatchi Australia.

“By tapping into location-specific data, audience interests, dealer offerings and accurate distances and directions, we found a highly contextual way to remind Australians why Toyota is Australia’s most trusted auto brand.”

The campaign will roll out across broadcast, cinema, online video, OOH, digital, radio, social and in-store.

Campaign Credits:
Client: Toyota Motor Corporation Australia
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist: Amber Mottram
Brand Specialist: Ruby Cowling 

Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officers: Mandie van der Merwe, Avish Gordhan
Creative Director: Piero Ruzzene
Creative: Rosita Rawnsley-Mason, David Govier, Tristan Cornelius
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Tamara Kennon
Chief Client Officer: Ben Court
Executive Strategy Director: Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Lauren Ellis
Business Manager: Charlotte Brasington
Business Executive: Jess Trajkovska

Media: Spark Foundry Australia

Production Company: Revolver
Director: Matt Devine
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Anna Mannix
Producer: Caroline Kruck
Director of Photography: Jeremy Rouse
Art Director: Lucinda Thompson
Wardrobe: Sophie Knox

Post Production: ARC 
Editor: Jo Scott
Colourist: Matt Fezz
Flame Artist: Eugene Richards
Post Producer: Winnie O’Neil

Audio: Sonar
Senior Sound Designer: Andy Stewart
Music Editing: Josh Pearson, Joel Dias
Executive Producer: Sophie Haydon

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In November 2024 Prime Minister Anthony Albanese stood before the Australian people and delivered this message: ‘We want Australian children to have a childhood’. He was, of course, announcing the decision to legislate a social media ban for anyone under the age of 16.

Getting the bill passed, like all things in politics, was a slow-burn, but it arguably would never have happened without the tireless support of Michael ‘Wippa’ Wipfli and Finch CEO Rob Galluzzo.

Wipfli – otherwise known as one half of Nova 969‘s breakfast show Fitzy and Wippa – first became interested in the idea of a social media ban while thinking about his oldest son, Ted.

“I just had this image in my mind of my oldest sitting in the corner of the room, which he does, in a chair with his head down, looking at a screen,” Wipfli told Mediaweek. “And I can’t control it, and I don’t know the impact it’s having on him, and that scared the hell out of me.”

The broadcaster says he was inspired to “do something” because he “was in a position where we could open the right doors and have the right conversations”.

It was around this time that Wipfli says stories about the negative impact of social media on children began making headlines. He says that after chatting with Galluzzo, the pair started considering what Wipfli called an “impossible hypothetical” at the time.

“We thought, would it be possible to ban social media for kids under the age of 16?” he said. Soon, there was movement regarding the idea in the political sphere prompting the pair to “pull the trigger on trying to share the message and get it out there for some type of reform.”

The pair went on to launch the movement 36 Months – the figure referring to the time between the ages of 13 and 16. An online petition was launched amassing more than 127,000 signatures in less than six months.

Riding high on the wave of public support for the cause, Wipfli and Galluzzo took their campaign to Canberra, bringing with them grieving families who have been impacted by social media, including Mat and Kelly O’Brien.

Their 12-year-old daughter Charlotte took her own life after allegedly being bullied at school.

“You know, it was hard to hear these parents blame themselves,” he said. “But the other danger that was extremely confronting to hear was the roller coaster of how their kids were happy one minute, and then, because of the social media impact, they were in another world the next.”

With the ban not set to be rolled out until at least the end of the year, the question now turns to how exactly tech giants plan to enforce the new guidelines.

But for Wipfli, that’s not an issue parents should concern themselves with.

“The reliance can’t be on the child or the parents,” he said. “The technology is there – so we need to be putting the pressure back on the platform to find a solution.”

As for any advertisers or brands who may take umbrage with the ban and prospective loss of audience, Wipfli is instead urging them to “take a stand”. “This isn’t an issue where you need to decide whether or not it’s a good or a bad thing – it’s a bad thing,” he said.

In the meantime, Wipfli and Galluzzo have gone on to launch a podcast exploring the origin of 36 Months and the journey they went on to make it law.

But that’s not all.

“The podcast is more than a conversation about social media,” Wipfli said. “It’s a conversation about parenting, trends, and what we experience on a day-to-day basis as parent.”

The monthly podcast is available now.

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OMG Australia made internal promotions to its specialist business unit, OMG Content, to support the growth and expansion servicing all the group’s agencies.

Sophie Walsh has been promoted to head of OMG Content Sydney, Hayley Pyper steps into the role of head of Shape, while Erin Fletcher moves into the role of head of Drum Sydney.

Nick Hurley has been elevated to head of Create Sydney – Partnerships, Lisa Leicester steps up as head of Create Sydney – Social & Innovation, as Lauren Easton is promoted to Head of Made.

Thomas Hutley, managing director, OMG Content, said: “OMG Content is on a rapid growth trajectory focused on creativity, innovation and ultimately delivering enhanced business outcomes for our clients. I’m exceptionally proud of the best-in-class work we’re consistently delivering for our clients, and the trust we have built in our offering.

“These promotions are testament to the depth of expertise and leadership we have built within our business.”

Kristiaan Kroon, COO, OMG Australia, added: “Brands increasingly need high quality media executions that cut through the exponential growth in advertising inventory served to consumers.”

“Our amazing OMG Content teams are responsible for crafting and executing market leading creative solutions that challenge convention, consistently delivering growth for Brands. Sophie, Hayley, Erin, Nick, Lisa and Lauren’s promotions are recognition of their amazing work to date and the growth they will deliver in 2025.”

These appointments reflect OMG Content’s position as a team of 70+ experts nationally delivering award winning work across partnerships, social, content and multicultural communications.

The division, responsible for recent award-winning campaigns; Telstra – Free calls to Santa (current 2024 MFA Grand Prix) and AAMI to the Rescue, has bolstered its leadership structure.

Top image: Hayley Pyper, Lauren Easton, Sophie Walsh, Lisa Leicester, Nick Hurley and Erin Fletcher

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The Choose Happy campaign for Les Mills on TikTok achieved a 53% ROI and 700% return on TikTok with a blend of organic and paid strategies that maximised and maintained the brand’s visibility.

The campaign for the international fitness brand, founded by Kiwi Olympic athlete Les Mills, is a finalist at this year’s TikTok Ad Awards in the Greatest Performance Campaign for it’s campaign, recognising how the brand leveraged the platform as a channel in its strategy.

“Don’t underestimate the ability of TikTok to drive full-funnel impact… you will find that it drives some amazing results,” Luke Waldren, CCO of Les Mills International, said.

“We’re now building creator-led content into our always-on paid and organic content activity.”

The opportunity to engage

Over the brand’s 50 years, it has dedicated itself to revolutionising the fitness industry, amassing 20,000 clubs and 130,000 instructors who deliver workout programs in-person and online with its LES MILLS+ app, with flexible access to workouts and fitness programs.

Les Mills consistently shares content on TikTok for its more than 77,000 global followers, from exercise tips to behind-the-scenes content. The brand spotted the opportunity to engage with its community and boost awareness of the app.

Engaging viewers with empowering fitness

To turn their engaged viewers into subscribers, Les Mills leveraged TikTok’s Spark Ads and Top-View Ads to ensure content of creators inspired curiosity and build trust with users.

Through its partnership with TikTok’s creator services (TikTok Creative Exchange and TikTok Creative Centre), Les Mills launched its Choose Happy campaign that celebrates the empowerment fitness brings and the brand’s position as a champion of positive movement.

Among the creators tapped to be part of the campaign were actors Taylor Lautner and Paul Wesley, and singer Pia Mia.

TikTok noted that this precedence of working with creators with bigger reach was set by previous campaigns as macro creators (with more than 100,000 followers) and celebrities drove better business because their larger, more engaged followers boosted visibility while their credibility and influence enhanced brand perception, leading to stronger conversion rates.

ROI and nostalgia

The campaign’s presence on TikTok achieved conversions for Les Mills as well as developed future groundwork for future growth on the platform.

The creator content was also able to outperform traditional ads, with a 20% higher ROI across all funnel stages. TikTok noted that the success also resulted in increased investment into the platform from Les Mills to scale efforts and build on creator-led content into strategy.

The campaign also sparked organic conversations around fitness and wellness all over the world, further strengthening the brand’s reputation as a fun, empowering, and accessible.

In addition to ROI, increased brand awareness, the campaign sparked unexpected audience reaction and viral moments. Nostalgia was reignited for Twilight fans on Taylor Lautner’s posts, which led to engaging debates in the comments section between Team Jacob and Team Edward.

Lautner’s content also featured his wife Taylor, which gave an authentic insight into their relationship and real workout experience.

Top image: Taylor Lautner, Pia Mia, Paul Wesley

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The Media Federation of Australia (MFA) has made key leadership changes for 2025, appointing Mark Coad as chair and re-electing Virginia Hyland, CEO of Havas Media Group, as deputy chair.

Coad steps into the role of chair following Peter Horgan’s decade-long tenure at the MFA. Horgan, who served five consecutive two-year terms, will remain on the board until his tenure at Omnicom Media Group concludes.

Sophie Madden, CEO of the MFA, said: “Our industry remains strong and resilient, and that’s a testament to the leadership of the MFA Board. “I look forward to working alongside Mark and Virginia as we continue to tackle the key challenges and opportunities shaping our industry’s future.”

Coad said: “Our business model is being stretched into new areas, new deal structures are emerging, and our contractual relationships with clients are undergoing fundamental shifts.

“Now more than ever, we must remain dedicated to the things that matter to ensure our industry continues to shine.”

Hyland, added:  “The We Are The Changers EVP has played a crucial role in uniting our dynamic industry, elevating the work we do for clients, and fostering a diverse talent pool. I am honoured to be re-elected deputy chair and look forward to continuing to drive forward the opportunities that make our industry great.”

The MFA is set to continue its impactful initiatives in 2025, including the launch of the Psychosocial Safety Industry Code of Conduct to foster safe and supportive workplaces across the media and marketing supply chain. The highly anticipated return of the MFA Awards and MFA EX event in September, which previously attracted over 2,500 attendees, is also on the horizon. Additionally, the MFA will continue its work to promote sustainable industry practices through the adoption of Ad Net Zero principles.

The MFA Board

The MFA Board is made up of a talented group of industry leaders committed to the success and transformation of the media industry. The full Board includes:

• Sophie Madden, CEO, MFA

• Aimee Buchanan, CEO, GroupM ANZ

• Mark Coad, CEO, IPG Mediabrands Australia (chair)

• Virginia Hyland, CEO, Havas Media Group (deputy chair)

• Peter Horgan, CEO, Omnicom Media Group ANZ

• Megan Brownlow, Non-executive Director

• Imogen Hewitt, CEO, Spark Foundry

• Peter Vogel, CEO, Wavemaker ANZ

• Michael Rebelo, CEO, Publicis Groupe ANZ

• Jimmy Hyett, CEO & Founder, This Is Flow

• Mark Jarrett, CEO, PHD Australia

• Sarah Keith, Managing Director, Involved Media

• Fiona Johnston, CEO, Dentsu

• Anathea Ruys, CEO, UM Australia

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QMS, one of Australia’s leading digital outdoor advertising companies, has made a significant leap forward in its Sydney network expansion. This year, QMS officially secured nine highly coveted digital out-of-home (DOOH) assets from Transport for NSW, marking a major milestone in its growth.

The new partnership sees QMS adding digital advertising locations at some of Sydney’s most high-traffic and strategic sites. These include prime locations at Cremorne on Military Road, Crows Nest on the Warringah Freeway, Maroubra on Anzac Parade, North Ryde on Epping Road, Wiley Park on King Georges Road, and Blakehurst on the Princes Highway. Notably, each of the nine new digital billboards will be powered by 100% Green Power, highlighting QMS’s commitment to sustainability in its operations.

This addition significantly increases QMS’s reach, contributing 20 million extra impressions each week. The expanded digital network now enables QMS to reach a staggering 92% of Sydney’s population every week, further solidifying its dominance in the market. According to MOVE 1.5 2024, the expanded network is poised to have an even greater influence over the Sydney audience, becoming an essential tool for brands and advertisers.

Tim Murphy, QMS’s chief sales officer, expressed his enthusiasm about the expansion, stating, “QMS is now the home of Sydney’s most prestigious digital out-of-home assets, situated in the most sought-after locations. This partnership with Transport for NSW, along with our existing high-profile collaborations with entities like the Australian Turf Club’s Rosehill Gardens Racecourse and the City of Sydney digital street furniture network, positions QMS as a significant player in the market.”

Murphy further highlighted the rapid growth of QMS’s digital network, noting that the company’s large-format digital presence in New South Wales has expanded by over 40% since mid-2023. With exclusive control over assets such as the M2 Motorway and a substantial presence in the City of Sydney, QMS is now in an unmatched position to influence audiences across the region for years to come.

The partnership with Transport for NSW has already generated significant interest, with high demand for these premium digital assets from agencies and clients. Murphy added: “This new partnership is a game changer for QMS. We’ve had a clear strategy to build a compelling and balanced network for our clients and agency partners in Sydney. Our enhanced Sydney solution is already being embraced by brands as they effectively influence a broad range of audiences at scale through our premium digital network.”

Source: MOVE 1.5 2024, P14+

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Thinkerbell is the latest independent agency to join the ranks of the Independent Media Agencies of Australia (IMAA).

In addition to creative, Thinkerbell has embraced media planning, buying and optimisation since it was established seven years ago.

While the agency has 200 people in offices in Sydney (North), Melbourne (South) and Auckland (East), it also boasts a raft of clients that have taken to its media offering, and the agency understands some clients prefer to work with separate creative, PR, and media agencies.

“Media is not the poor cousin of marketing communications, it’s creative’s dance partner, not a wall flower waiting to be thought about,” Margie Reid, CEO, Thinkerbell, said. “At Thinkerbell all of our processes and people ensure we think of medium and message as entwined entities, working together.”

Sam Buchanan, CEO, IMAA, said: “The IMAA welcomes Thinkerbell with open arms. Thinkerbell is a unique creative company, few if any have fused creative and media thinking together to the scale they have.

“We look forward to seeing them contribute to the 175+ agency community that we’ve built,” he added.

Thinkerbell’s addition to the IMAA comes ahead of co-founder Adam Ferrier’s keynote on ‘3+ and other media mistakes’ at the Indie-Pendence Day conference.

The conference, to be held on Wednesday, February 19 at HOYTS in Sydney’s Entertainment Quarter as well as live streamed, will offer insights into what to expect across the sector this year from several Australian media leaders and experts.

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Rodrigo Pires joins Spinach as its connections and investments manager.

In the role, he will oversee the Melbourne-based integrated agency’s internal trading desk, leveraging large-scale data to drive sophisticated marketing technology solutions for clients.

Pires will collaborate with Digital Balance, the MarTech consultancy Spinach acquired in 2023, to enhance the agency’s capabilities.

He brings two decades of marketing experience to the role and joins the agency from Resolution Digital where he was Activation Manager

Pires was previously at OMD and Nunn Media, where he worked across major brands including Mazda, the Victorian Government, and JB Hi-Fi. He originally cut his marketing teeth at his family’s retail business in São Paulo, Brazil.

“Rod doesn’t just bring extensive media knowledge – he’s exactly the right fit for Spinach,” Ben Willee, general manager and media director at Spinach, said.

“Our clients expect senior, highly experienced professionals to work hands-on with them every day. That’s been a key part of Spinach’s DNA from the beginning. With his background spanning major brands and diverse sectors, Rod’s skills and approach add immense value to our team and our clients.”

Pires said he was drawn to Spinach’s unique integrated approach to media and creative.

“Spinach stands apart from other agencies by viewing a client’s business holistically. That allows us to challenge conventional thinking. I’m excited to grow my career in this dynamic environment and support my team’s development as well,” he added.

The new appointment at Spinach comes after the agency worked with Mamamia for an integrated campaign to help parents to boost their kids’ veggie intake with Nutri V, single-ingredient powder pouches make it easy to add vegetable intake.

Top image: Rodrigo Pires

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A year ago Mark Ritson revealed his groundbreaking findings at the Commercial Radio & Audio (CRA) conference, HEARD 2024.

He told a packed crowd that by investing “just 11%” of a campaign’s advertising budget in radio, brands can double the effectiveness.

“Radio has been underrated in maximising the overall impact of your marketing,” Ritson said. “For the best bang-for-buck, marketers should consider radio as an integral part of the channel mix – and an 11% investment can double your campaign’s impact.”

Now, a year later at HEARD 2025, it was the turn of Andrew Tindall, Senior Vice President of Global Partnerships at System1 to take that theory a step further and “double the double”.

The key, according to System1’s new research, conducted in partnership with Commercial Radio and Audio (CRA), is Creative Fluency – ads that forge emotional connections, are memorable, and unmistakably tied to a brand through effective sonic branding.

The research shows that when you pair creative fluency with that increase in radio spend of 11% of your media budget, you can “double the double” in terms of the improvement in ROI.

System1 tested Australian radio/audio campaigns – and Tindall was surprised by the results.

The methodology

“An audio ad is played to 150 people and they emotional and brand response is measured second-by-second and that data is then turned into three creative metrics.”

Star rating

“This predicts the in-market effects, long -erm from audio campaigns. That’s basically how built from how positive or not negative or neutral listeners are left to after being exposed to an ad. So if it leaves you feeling great and not negative or neutral, you get higher star rating that plays into building longer term effects for an ad.”

Spike rating

“We also have our spike rating, which I will call how commercially interesting an ad is. Is it well branded early on, and is it emotionally engaging to capture that in market demand, which is, we’ll get to a really interesting finding with this today. And also we get our fluency rating, which is the percentage of correct brand recall after listening to an ad once.”

Fluency Rating

“This is the percentage of correct brand recall after listening to an ad once.”

Tindall has then applied the UK methodology to Australian campaigns, with an Australian audience – but the results were worrying for Australian brands.

Despite radio’s strength to double campaign effects, System1’s analysis of 56 Australian audio campaigns with more than 8,000 Aussie listeners has uncovered a huge opportunity to double the double.

None of the ads achieved “Strong” or “Exceptional” fluency (% of listeners correctly recalling the brand), with the average Australian audio campaign achieving 68% fluency.

Tindall’s insight is simple and, he claims, effective.

“People need to slow down and say their brand name clearly. It sounds stupid, but when you orientate yourself to the ears of the consumer, they don’t sit with your brand all day long.

“People need to slow down and include their sonic brand assets early and often.”

Tindall cited ALDI in Australia and BCF as brands who work well in this area.

Tindall also revealed the collected data proved that the most successful audio ads moves listeners emotionally, changing their behaviour.

“If we really want to grow our effects in market, we have to change behaviour,” he said.

“We found radio ads with higher than average star ratings, those that left people feeling more positive, led to significant changes in consumer behaviour. This included buying a brand, visiting a store, searching for a brand, and radio campaigns, which didn’t leave people feeling great, did not change behaviour.

“This, again, points to how advertising works. If you leave people feeling positive and build positive memory structures, when the brand comes to mind in the future, it feels like the right choice and it changes behaviour. This is a key way to double the double!”

Unfortunately, Tindall doesn’t believe many Australian brands are hitting the mark at the moment.

“We’ve tested a lot of audio campaigns in Australia, and 50% of them are actually one star. There’s a huge opportunity here. We expect these one star campaigns to be unable to change behaviour.

“Yet we’re still seeing this double effect. So if we manage to just get some audio campaigns that leave people feeling more positive, we’ll see a doubling of that double.”

Tindall’s key strategies to maximise radio’s effectiveness

Consistent Branding – Many brands fail to integrate their distinctive sonic brand assets clearly, consistently, early and regularly enough in ads. Tindall cited BCF’s “A to Z” campaign as a good example of how branding throughout promotes recall.

Positivity – Emotionally engaging ads leads the audience to feel positive about a brand and will be shared and discussed, increasing reach.

Entertain your audience – Ads with more entertaining “right-brain” features with a character, story, dramatic pause and humour with music improves our positive emotional engagement, leading to more listener behaviour change.

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Reality TV fans, rejoice! Nova Podcasts’ hit show Back to Reality is back on 13 February, smack bang in the middle of Australia’s biggest reality TV season.

With a brand-new lineup, expect must-hear exclusives, behind-the-scenes gossip, and unfiltered chats with the biggest names in the game.

Married at First Sight fan favourite Selina Chhaur returns to the mic, this time joined by brand new
co-host, fellow MAFS alum Tahnee Cook. Together they dive into the highs, lows and shocking
truths of reality television.

Armed with insider intel and firsthand experience, Chhaur and Cook are bringing fans the unfiltered truth straight from the stars who lived it.

Chhaur said she can’t wait to return to the podcast, this time with her close friend Tahnee: ” Watching reality TV hits differently when you’ve been through the madness yourself, and I know our listeners are going to love hearing the raw, unfiltered truth from the people who’ve actually lived it.”

Meanwhile, Cook said she was excited to bring fresh insights to one of her favourite podcasts: “I’m so pumped
to join Selina in the studio and spill all the behind-the-scenes tea on Australia’s biggest reality TV moments. There’s so much more to these shows than what you see on screen, and we’re diving deep to uncover it all.”

Back to Reality is an original Nova Podcast, relaunching on Thursday 13 February, with new
episodes dropping every X. The podcast is available on the Nova Player or wherever listeners get their podcasts.

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Simplot Australia has appointed CHEP as its new creative agency. The partnership marks a new chapter for Simplot, a household name that has been an integral part of Australian and New Zealand lives for generations.

Simplot Australia is renowned for its commitment to quality food manufacturing, bringing iconic products to tables across Australia and New Zealand. With a focus on maximising the value from premium Australian-grown produce and global seafood, Simplot has built a reputation for delivering delicious and nutritious products that families love. Its dedication to forging long-term partnerships with local Australian farmers and the wider supply chain has been key to its ongoing success.

The company’s focus on people, partnerships, and mutually beneficial customer relationships has helped maintain its standing as a leader in the food industry. With CHEP at the helm of their creative efforts, Simplot is poised for even greater success, with the two companies collaborating on new campaigns and projects to further elevate its brand presence.

A new chapter with CHEP

The appointment of CHEP as Simplot’s creative agency follows a competitive pitch process, highlighting the shared vision and potential of the two businesses. Work will begin in February, with CHEP responsible for strategic direction, ideation, and production of brand campaigns, product launches, and ongoing marketing activity.

CHEP CEO, Lee Leggett, said: “We are thrilled to be partnering with Simplot – their business and brands are iconic. The pitch process was brilliantly run, and we’re looking forward to collaborating with their team to build a brand that not only resonates with our consumers but also drives lasting growth through bold creativity and strategic thinking.”

A vision for future growth

CHEP’s managing director for Melbourne, Thomas Penn, added: “We look forward to helping Simplot continue to build on the incredible success of the amazing brands that make up its business. It’s going to be a lot of fun.” This collaboration promises to bring fresh ideas and innovative approaches to Simplot’s well-established portfolio of products, paving the way for even greater consumer engagement.

With the combined expertise of Simplot’s rich food heritage and CHEP’s creative prowess, the future is looking incredibly bright for the partnership. As they work together to craft impactful marketing strategies, product campaigns, and customer-focused initiatives, Simplot’s iconic brands are set to resonate even more deeply with consumers across Australia and beyond.

As 2025 progresses, the collaborative energy between Simplot and CHEP is certain to lead to dynamic growth and continued success for one of the country’s leading food manufacturers.

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KINESSO has appointed Charlie Ransom to the newly created role of national trading and operations lead, search.

Ransom will be responsible for leading the development and delivery of innovative Search best practice; and creating a robust L&D agenda across Search for the agency nationally.

He brings more than six years of SEM experience to the role, specialising in market-leading strategies and end-to-end processes for international brands, and was previously at KINESSO UK&I.

Kim Kho, general manager of trading and global capabilities centre, KINESSO said Ransom’s focus on addressing the shift in user engagement with Search across all digital platforms, specifically championing KINESSO’s ‘OneSearch’ strategy and proprietary tech, to prioritise client growth as Social Search continues to grow.

“Adding Charlie’s expertise to our team comes at a pivotal point in KINESSO’s evolution,” Kho said. “Charlie’s innate ability to simplify the complex and be able to tell stories from the numbers, brings a unique skill set and specialisation to the agency which will clearly benefit our clients.”

“With AI as a core focus, Charlie will closely collaborate with senior leaders and stakeholders, to drive the vision, strategy, and execution of KINESSO’s Search roadmap, ensuring alignment across all client and partner goals.

“As AI technology advances, Charlie is dedicated to identifying the most effective AI capabilities that support both agency and client needs, ensuring an optimal balance between innovation and practical application,” Kho added.

‘I can’t wait to get started’

Ransom’s most recent role was as paid search account director at KINESSO UK&I where he earned his stripes specialising in development of market-leading strategies and end-to-end processes for international brands. He has worked across diverse range of clients, including NatWest, Amazon, LV Insurance, Mattel, and Kenvue, driving strategic planning, activation, and innovation within the Search space.

Ransom said of his new role: “Joining KINESSO’s Australian team is a dream come true, they are smart-thinkers and innovators, and I am excited to lead the charge and ensure specialisation within each of KINESSO’s biddable channels and across the wider Mediabrands family.

“One of my immediate tasks is to foster synergy between Paid and Organic Search and identify key areas to prioritise media spend and on-site optimisation, to enhance overall Search coverage and efficiency. I can’t wait to get started.”

Kho concluded: “More than anything Charlie is just a great guy to have around, and his banter and sense of humour brings a sense of fun to the team every day.  We welcome him on board.”

Top image: Charlie Ransom

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Honeycomb Strategy has revealed a new brand look developed in-house and in partnership with Canyon.

The rebrand for the market research and behavioural science agency features an updated logo and brand solution, with a pink colour palette, modern font and brand appearance, designed to highlight the company’s commitment to innovation, enabling its clients to do the same.

The revamped branding, which is featured across all communications and a refreshed website, directly aligns with Honeycomb Strategy’s mission of combining research, behavioural science and cutting-edge AI technology, to deliver insights that empower brands to grow.

This is the first brand refresh for the agency since its launch in 2016 and follows client growth and operational momentum across the business.

“Our refreshed brand identity isn’t about a change in who we are; it’s about more clearly reflecting the way we’ve always worked,” Renata Freund, Honeycomb Strategy founder, said.

“We’ve always focused on uncovering solutions to help real problems, whether it’s helping brands achieve product-market fit, refining their go-to-market strategies or building stronger brand connections, our focus is on helping clients refine strategies to solve complex challenges, engage customers and drive measurable outcomes. This brand evolution simply ensures our clients see that approach reflected in every interaction with us.”

The new brand is underpinned by the agency’s three guiding principles: first principles methodologies built from the ground up, methodology agnostic tailored research frameworks, and human-centric insights presented creatively and with a focus on stakeholder engagement and actionable recommendations.

The brand refresh kicks off a busy year for Honeycomb Strategy, with new senior hires set to be announced in the coming weeks.

Last year, the agency became one of just a handful of research companies in Australia to achieve B Corp Certification.

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Medium Rare has launched a sponsorship and experiences division, locking in Liquid I.V. as Bondi Beach’s official hydration partner.

In a first-of-its-kind deal with Waverley Council, the No.1 powdered hydration brand in the U.S. secures exclusive branding at Australia’s most iconic shoreline – a global hotspot for sun, surf, and now, electrolytes.

Head of Medium Rare sponsorship and experiences, Chris Joy said: “Our purpose is to bring innovation and creativity to sectors traditionally untapped by sponsorships. This partnership marks a historic first for Bondi Beach with Waverley Council creating unique intellectual property to support this and future collaborations.

“By creating a platform for brands to authentically align with one of the world’s most iconic locations, we’re setting a new standard for partnerships that deliver value to both clients and the local community.”

The 12-month deal brings branded water fountains, product sampling, and a custom mural to Bondi, plus a boost for live music with the Liquid I.V. Sunday Summer Sounds series. Hydration meets beach culture – seamlessly.

Liquid I.V. Australia marketing manager, Harrison Power said: “At Liquid I.V. our mission is to elevate the vitality of people and the planet. Since launching Liquid I.V. in Australia last year, the brand has focused on forming deeper connections with local communities, be it sampling at music festivals or partnering with local running clubs.

“Our approach to this partnership is focused on connecting with the Bondi community and its many visitors. We want to delight the community as we bring the assets of this partnership to life.”

Waverley Council executive manager, Tanya Goldberg said: “This first-of-its-kind collaboration between Bondi Beach and Liquid I.V. enriches our dynamic home by supporting arts, culture and local talent. We look forward to maximising the opportunities it provides for our vibrant community.”

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The limited Aussie series Apple Cider Vinegar – inspired by the wild story of wellness influencer Belle Gibson -has taken off since dropping last Thursday.

Produced by See-Saw Films and Picking Scabs’, the show has already racked up 3.8 million views, landing at #5 on the global Top 10 English TV list and claiming the #1 spot in Australia.

See-Saw Films head of film and television (AUS), Liz Watts, said: “We couldn’t be more delighted to see Apple Cider Vinegar embraced by such a large audience around the world and landing in the global Netflix Top 10 after just a few days. It’s a true testament to the incredible talent and dedication of Samantha Strauss, whose writing brought this story to life in such a compelling way, and to the entire creative team.”

Filmed in Melbourne, the Australian drama tells the “true-ish” story of a wellness empire’s meteoric rise – and the scandal that brought it crashing down.

Starring Kaitlyn Dever,  Apple Cider Vinegar is written and created by Australian Samantha Strauss, known for her work on The End, Nine Perfect Strangers, and Dance Academy.

Set at the birth of Instagram, the show follows two young women who set out to cure their life-threatening illnesses through health and wellness, influencing their global online communities along the way. All of which would be incredibly inspiring if it were all true.

Apple Cider Vinegar is the latest Australian series to feature in the Netflix Top 10, with Territory peaking at #2, Heartbreak High S2 peaking at #5, and Boy Swallows Universe peaking at #3 on the global Top 10 English TV list.

Other Australian productions recently featured in the Top 10 include hits Surviving Summer Seasons 1 & 2, Love is in the Air, Fisk, Run Rabbit Run, Wellmania, True Spirit, and The Stranger.

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