Here’s a headline I didn’t think we’d see: Steve Bannon, the far-right media mastermind and former Trump adviser, going after Elon Musk, one of Trump’s richest and loudest supporters. But is this just another political spat—or something bigger?
Let’s break it down.
Musk, the South African-born tech billionaire behind Tesla, SpaceX, and X (formerly Twitter), has been a key figure in Trump’s camp, throwing hundreds of millions of dollars behind his re-election campaign. But his support for H-1B visas—which allow companies like his to hire highly skilled foreign workers—has put him at odds with MAGA hardliners like Bannon.
Bannon didn’t hold back. In an interview with the Corriere della Sera, as republished by Breitbart, he called Musk “truly evil” and accused him of trying to create “techno-feudalism on a global scale.” He even went as far as to say Musk should “go back to South Africa.”
Musk’s image as a tech visionary and disruptor is part of his brand appeal, but being labeled “evil” by a key MAGA figure isn’t exactly ideal PR. For Tesla and SpaceX, whose reputations are closely tied to Musk, these political dramas could spill over into consumer sentiment. And for X, the platform Musk owns, the fallout raises questions about how political infighting might affect its position as a hub for free speech.
But here’s the thing: Musk—and likely Trump—might not care at all. Both are known for brushing off criticism and ploughing ahead with their agendas. Bannon’s remarks, while fiery, might barely register on their radar. This indifference could render Bannon’s comments ineffective, potentially sidelining him from the very narrative he’s trying to control.
Bannon’s attack isn’t just about Musk’s immigration stance—it’s a fight for control of the MAGA narrative. His comments, amplified by platforms like Breitbart and his War Room podcast, show his skill in shaping messaging for his base. For media and marketing professionals, it’s a reminder of how critical storytelling and audience alignment are in any campaign.
But with Musk and Trump likely to ignore him, Bannon’s relevance in this saga may be more limited than it appears.
This feud offers key lessons for media and marketing professionals:
• Reputational risks are real: CEOs like Musk, who double as public figures, carry significant risks for the brands they represent. Marketers need to carefully evaluate these associations.
• The power of messaging: Bannon’s ability to weaponise media shows the importance of clear, targeted storytelling. But even powerful messages can falter without an engaged audience.
• Platforms aren’t neutral: Musk’s ownership of X positions him as a major player in public discourse, but that visibility comes with high stakes for advertisers.
The Musk vs. Bannon saga is far from over. But with Musk and Trump likely to continue on their paths undeterred, the question is whether Bannon’s critique will have any lasting impact—or simply fade into the background noise.
For now, it’s a fascinating case study in politics, power, and PR that marketers and media professionals should keep an eye on.
So, what do you think? Is this a cautionary tale about the dangers of mixing business and politics—or just another day in the unpredictable world of Elon Musk? Let’s keep the conversation going.
Concerned WPP employees have hit back at CEO Mark Read and the global directive to return to the office four days a week with a Change.org petition that has gained more than 10,000 signatures since its launch on 9 January.
The WPP staffers called the company’s mandate a “step backwards in supporting employee wellbeing and work-life balance” and called out the advertising company for “citing anecdotal data that either does not exist or has been misrepresented.”
“We call on Mark Read and the decision-making body at WPP to reconsider this mandate and adopt a policy that respects and prioritises the well-being and preferences of its employees. It’s time to move towards a future of work that’s flexible, mindful, inclusive, and evidence-based.”
The petition has also launched a short and anonymous survey asking responders about the effectiveness of returning to the office, the impact on growth and employee engagement.
Mediaweek has reached out to WPP for comment.
The launch of the Change.org petition comes after Mark Read addressed the focus on the culture of WPP in an internal memo to the company’s staff.
“I believe that we do our best work when we are together in person. It’s easier to learn from each other, it’s a better way to mentor colleagues starting out in the industry, and it helps us win pitches as a truly integrated team,” he said.
Read said that data from across the WPP agencies indicated higher levels of office attendance were associated with stronger employee engagement, improved client survey scores and better financial performance.
“For all these reasons, spending more time together is important to all of us, and we are making a change to help that happen. From the beginning of April this year, the expectation across WPP will be that most of us spend an average of four days a week in the office.”
“There will be a clear process to request additional flexibility — including for those with caring responsibilities, health issues and other considerations. Some roles that have always been fully or largely remote will continue as they are.”
The new policy will come into effect from April, allowing WPP staffers to the time to make necessary arrangements and to adjust to new routines.
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Top image: Mark Read
Vinyl Group (ASX: VNL), Australia’s only ASX-listed music company, has signed an exclusive licensing and representation agreement with Refinery29, the globally renowned women-focused lifestyle media brand. The deal marks Refinery29’s highly anticipated return to the Australian and New Zealand markets with a fresh local edition, complemented by representation of ANZ inventory across its international platforms.
The agreement signals Vinyl Group’s entry into the women’s lifestyle media category, diversifying its media portfolio in alignment with its growth strategy. Refinery29, owned by Sundial Media Group, is celebrated worldwide for its bold and culturally relevant content on fashion, beauty, wellness, and lifestyle, empowering women and underrepresented communities.
Under the deal, Vinyl Group will establish a local editorial team to produce premium original content tailored to ANZ audiences while staying true to Refinery29’s distinctive voice and editorial standards. The multi-year agreement includes performance-based extension options, ensuring long-term collaboration.
Vinyl Group CEO Josh Simons said: “This partnership with Refinery29 marks a significant milestone for Vinyl Group as we expand into the dynamic women’s lifestyle media space. Refinery29’s unique voice and compelling storytelling make it an ideal addition to our portfolio, helping us connect with new audiences while driving meaningful engagement for our partners.”
Batoul Peters, head of partnerships for Vinyl Group’s The Brag Media: added, “Refinery29 has long championed stories that spark conversations and drive cultural change. Bringing this influential brand back to the ANZ market allows us to provide a platform for diverse voices while offering advertisers access to a highly engaged and influential audience.”
Ashley Meade, Refinery29’s chief revenue officer, commented: “We are thrilled to partner with Vinyl Group to reignite Refinery29’s presence in ANZ. Our shared vision for smart, bold, and empowering content will foster meaningful connections with audiences and partners, building on Refinery29’s global success.”
This partnership solidifies Refinery29’s role as a vital platform for cultural storytelling in the ANZ region and highlights Vinyl Group’s commitment to leveraging internationally recognised brands to drive local growth.
This publication is owned by Vinyl Group.
The Australian Financial Review’s lifestyle coverage has been strengthened with four key appointments.
Lauren Sams will take the reins as editor of Fin Magazine, the Financial Review’s seasonal glossy publication.
Sams, who has been the Financial Review’s fashion editor since joining the masthead in 2019, will replace Matthew Drummond. Drummond will continue as editor of the monthly AFR Magazine.
As for her plans for 2025, Sams is promising to give the magazine a fresh look with the addition of “new formats and features, including beauty and wellness.”
Before joining the Financial Review, Sams was features director at ELLE Australia and has also worked at Cosmopolitan and delicious.com.au.
Anna McCooe has been appointed senior travel writer at the Financial Review.
The experienced travel journalist will take on a newly created role overseeing travel content across the masthead, including afr.com, the daily newspaper, Life & Leisure, AFR Magazine, and Fin Magazine.
In her most recent role, McCooe was deputy editor of Gourmet Traveller. Prior to that, she was travel and lifestyle editor at Marie Claire, where she launched Marie Claire Lifestyle in 2019.
Jessica Beresford will step into the role of associate editor of Life & Leisure.
Beresford joins the Financial Review’s weekly lifestyle insert from the Financial Times, where she served as a contributing editor and fashion features editor for its luxury glossy, HTSI.
Additionally, Maria Shollenbarger will contribute a regular travel column for AFR Magazine. Alongside her contributions to both AFR Magazine and Fin Magazine, Shollenbarger is the travel editor for HTSI at the Financial Times.
The masthead’s editor, Matthew Drummond, stated, “The appointments demonstrate our commitment to ensuring the Financial Review’s lifestyle offering has the same authority as the rest of our award-winning journalism.”
According to the latest Roy Morgan readership figures for the September quarter, the Financial Review had a combined print and digital readership of 3.5 million. AFR Magazine recorded a print readership of 502,000, up 1% year-on-year, and is now more than three times larger than its main competitor. Fin Magazine reported a readership of 101,000, up 7% year-on-year.
The much-loved reality TV phenomenon Married At First Sight Australia is back for its 12th season, premiering on Monday, 27 January, at 7.30 pm on Nine and 9Now. This milestone season marks a decade of the groundbreaking social experiment that has become one of Australia’s most talked-about TV shows.
This year promises even more drama, romance, and heart-stopping twists as new brides and grooms embark on their journey to find love. The season kicks off with explosive wedding moments, where instant sparks ignite for some couples, while others face the dreaded friend zone.
Season 12 also introduces a brand-new twist: Final Test Week, a new addition to the experiment. This intense challenge will push even the strongest couples to their limits, testing their commitment like never before. Will love conquer all, or will relationships crumble under the pressure?
A fresh cast of 20 hopefuls, carefully matched by relationship experts John Aiken and Mel Schilling, along with clinical sexologist Alessandra Rampolla, will take the plunge and say “I do” to a stranger. These couples will share their most honest and vulnerable moments, giving viewers an intimate look at their fast-tracked relationships.
From the iconic Dinner Parties to the emotionally charged Commitment Ceremonies, this season promises laughter, tears, and jaw-dropping revelations. Expect shock twists and unforgettable moments that will have Australia glued to their screens and buzzing with conversation.
Celebrating 10 years on air, Married At First Sight Australia continues to captivate audiences with its unique blend of love, heartbreak, and human connection. Produced by Endemol Shine Australia, a Banijay Entertainment Company, the show remains a cultural phenomenon that gets Australia talking.
Mark your calendars for Monday, 27 January, and get ready to immerse yourself in the most explosive season yet of Married At First Sight Australia.
Adrian, 30. E-Commerce Business Owner, NSW.
Ashleigh, 34. Dance Studio Owner, QLD.
Awhina, 30. Aged Care Worker, WA.
Billy, 31. Plasterer, WA.
Carina, 31. Digital Marketing Manager, WA.
Dave, 36. Builder, VIC.
Eliot, 35. Business Owner, QLD.
Jacqui, 29. Consultant, NSW.
Jake, 30. Teacher, WA.
Jamie, 28. Account Manager, VIC.
Jeff, 39. Electrician, VIC.
Katie, 37. CEO, QLD.
Lauren, 37. Business Owner, QLD.
Morena, 57. DJ / Fitness Instructor, VIC.
Paul, 30. Wellness Advisor, WA.
Rhi, 34. Account Manager, VIC.
Ryan, 36. Project Manager, NSW.
Sirerah, 31. Financial Associate Advisor, VIC.
Tim, 38. Primary School Teacher, VIC.
Tony, 53. Charter Captain, NSW.
WPP staffers worldwide have been told they will need to return to the office four days a week as the holding company gears up for a “year of opportunity.”
In an internal memo to the company’s staff, CEO Mark Read addressed the focus on the culture of WPP.
“I believe that we do our best work when we are together in person. It’s easier to learn from each other, it’s a better way to mentor colleagues starting out in the industry, and it helps us win pitches as a truly integrated team,” he said.
Read said that data from across the WPP agencies indicated higher levels of office attendance were associated with stronger employee engagement, improved client survey scores and better financial performance.
“For all these reasons, spending more time together is important to all of us, and we are making a change to help that happen. From the beginning of April this year, the expectation across WPP will be that most of us spend an average of four days a week in the office.”
Read noted that one of the most notable learnings from the pandemic was the flexibility in working life and being trusted to balance work and personal commitments.
He said that flexibility and trust will be maintained while approaching the transition to four days in office with “pragmatism and an understanding of people’s different circumstances.”
“There will be a clear process to request additional flexibility — including for those with caring responsibilities, health issues and other considerations. Some roles that have always been fully or largely remote will continue as they are.”
The new policy will come into effect from April, allowing WPP staffers to the time to make necessary arrangements and to adjust to new routines.
“There is also work to do between now and April to ensure we make the best use of our workspaces. Our WPP campuses offer superb working environments in beautifully designed buildings with leading environmental credentials.”
This comes after WPP Australia moved campuses from North Sydney to Shelley Street in Barangaroo last week.
The holding company shared a glimpse of the new digs on LinkedIn, calling it a “state-of-the-art space” for WPP’s 13 agencies and over 1300 employees.
Poh Ling Yeow is the Northern Territory’s newest ambassador, inspiring Australians to discover a holiday that’s ‘different in every sense’.
As Tourism NT ambassador, she will spotlight the Territory’s unparalleled beauty, rich cultures, vibrant food scene and artistic heritage, inspiring travellers to experience its unique magic firsthand.
The beloved Australian cook, artist, author and TV presenter steps into this role after gracing the cover of The Australian Women’s Weekly Christmas 2024 issue.
Chef and MasterChef season 1 runner-up Poh Ling Yeow has signed on to become an ambassador for Tourism Northern Territory. Poh pictured at Simpsons Gap near Alice Springs. Picture: Toby Zerna/Tourism Northern Territory
The milestone moment, which was the magazine’s first Outback Christmas cover, captured the stunning landscapes of Rainbow Valley Conservation Reserve and Simpsons Gap in Tjoritja/West MacDonnell National Park near Alice Springs (Mparntwe).
Poh has taken an unforgettable adventure across the Northern Territory – travelling through the Top End, to iconic destinations such as Litchfield National Park, Finniss River Lodge and the Territory’s tropical capital, Darwin.Her journey also led her her into the Red Centre, where she discovered wonders, including Alice Springs (Mparntwe), Hermannsburg (Ntaria), Ormiston Gorge, Ellery Creek Big Hole, Rainbow Valley Conservation Reserve, and the majestic Uluru-Kata Tjuṯa National Park
“As someone who adores travel, learning, and finding inspiration in new places, the NT is a dream destination. From the breathtaking Top End to the awe-inspiring Red Centre, I’ve fallen in love with it all – and I couldn’t be prouder to showcase everything this extraordinary place has to offer!” Poh said.
Tourism NT chief marketing officer Tony Quarmby said: “Poh’s passion for food, art, culture, the outdoors and exploration perfectly capture the essence of the Territory. Everywhere she went, she connected effortlessly with visitors and locals alike, with fans from Australia and around the world flocking to meet her.
“Poh’s genuine warmth, authenticity and deep connection to the landscapes and stories of the Territory make her the perfect inspiration for others to explore our incredible destination.”
Poh’s adventures in the Top End and the Red Centre will be brought to life across social media and other platforms, giving audiences a front-row seat to the magic of the NT.
The Association for Data-Driven Marketing and Advertising (ADMA) has appointed leading legal, policy and regulatory affairs expert Sarah Waladan as its new head of regulatory and advocacy.
She takes over from Sarla Fernando, who has moved to a customer communications advisory role at the Commonwealth Bank and will remain a member of the ADMA Regulatory and Advocacy Working Group (ARAWG).
Waladan brings nearly two decades of experience in communications law and public policy, her expertise covering areas including privacy, copyright, online safety and content regulation.
Most recently, she served as director of policy and regulatory affairs at the IAB, where she supported member organisations and the global IAB network on key legal and policy matters shaping the digital advertising ecosystem. She has also held leadership roles, including head of legal and regulatory affairs and joint company secretary at Free TV Australia.
In her new role, Waladan will lead ADMA’s advocacy and regulatory initiatives during a critical period of change for the industry.
“We’re delighted to welcome someone of Sarah’s experience and industry expertise as we double-down on our commitment to supporting marketers through the challenges of privacy reform and the rapid evolution of data regulation,” Andrea Martens, ADMA CEO, said.
“With Sarah’s leadership we’re strengthening our advocacy efforts to not only address immediate regulatory changes but also help marketers build trust and drive responsible innovation. Sarah’s appointment reflects ADMA’s focus on ensuring the industry moves towards more responsible marketing practices, and I look forward to this new era of regulatory leadership.”
Waladan said of her appointment: “I’m very excited to be joining such a high calibre team of industry leaders during a time of significant regulatory upheaval and technological change. With growing regulatory demands and heightened consumer expectations reshaping the industry’s practices, including in areas such as Privacy and AI, this role provides an opportunity to steer the industry through these challenges, and to deliver value for both businesses and their audiences.
“I look forward to working closely with ADMA’s members, the team and Government to ensure the industry continues to build trust with consumers through responsible data practices, and seamless delivery of the valuable content and services that these practices enable.”
Waladan will lead ADMA’s regulatory team, which includes Dr Rob Nicholls, regulatory and policy manager and supported by Dr Peter Leonard, chair of ADMA’s Australian Regulatory and Advocacy Working Group (ARAWG).
Together, they are focused on shaping policy and championing responsible marketing practices to support industry growth and consumer trust. Waladan will commence her new role on January 13, 2025.
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Top image: Sarah Waladan
Initiative Australia has retained Goodman Fielder’s media account and will continue overseeing the company’s ATL media, including strategy, planning, buying, implementing and reporting, plus BTL media, as well as retail marketing planning.
The media agency was first appointed as Goodman Fielder’s ATL partner in 2020 and awarded its BTL retail marketing planning in early 2023. The new contract has already commenced.
Jo McAlister, CEO, Initiative Sydney said in today’s challenging market, the strength of client-agency partnership and the trust a client must have in its agency’s strategy and capabilities comes to the fore.
“We are delighted Goodman Fielder has placed its business for a further 12 months firmly back in our hands, enabling Initiative to fulfil the brand’s ambition to take a more holistic approach to its media strategy and investment.
“Since taking a more universal approach to Goodman Fielder’s investment, we have been able to ensure ATL, at-shelf and at-home work seamlessly together to deliver stronger results for the brand and create a true consumer-first end-to-end solution. The results speak for themselves.”
Christine Fung, Goodman Fielder’s CMO, said: “Initiative is a forward-thinking agency with excellent account management that really create community with their clients. We are delighted to maintain our long-term collaborative partnership, with shared drive for learning as we continue our growth journey.”
In 2024, Initiative has taken home the metal for several innovative Goodman Fielder campaigns, including MFA Awards 2024: Best Use of Screens Initiative and Kinesso, Wonder: Turning BVOD from Brand Builder into Brand Seller, Goodman Fielder. As well as launching the media for Praise’s new brand platform of “Give It Some Mayo”.
Initiative’s successful retention of Goodman Felder comes after Volvo awarded its media account to Initiative after 25 years with incumbent WPP’s Mindshare.
The account spans key markets, including the U.S., U.K., Germany, Sweden, Japan, Australia, and Korea. Work will begin in 2025 after a brief transition period.
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Top image: Jo McAlister
Orange Line has been named the digital marketing partner for The Australian Institute of Personal Trainers (AIPT) and Foundation Education, marking a significant win for the agency in the education sector.
Work has already commenced, and the independent digital marketing agency is managing paid media, SEO, CRO, content and data & analytics for both brands, leveraging their expertise to drive growth and enhance digital performance.
AIPT and Foundation Education are renowned leaders in delivering high-quality, nationally accredited education programs across Australia. AIPT specialises in personal training and nutrition programs, while Foundational Education provides flexible online courses spanning a variety of industries, including health, business and professional development.
David Einstein, co-founder of Orange Line, said: “This partnership is an exciting opportunity for us to bring our digital expertise to two brands that play a pivotal role in shaping Australia’s health and fitness industries through education.
“Our remarkable growth over the past 12 months is a direct result of our talented team, our specialised expertise and our commitment to solving complex problems for both local and global clients.”
This appointment further solidifies Orange Line’s position as a trusted digital marketing partner for leading global and national brands, following recent partnerships with Abano Healthcare, Skyscanner and Fantastic Furniture.
The win also comes after Orange Line appointed Brian Collins as head of growth to oversee the global expansion of its innovative product offerings, with a strong focus on scaling in the United States.
Collins brings 14 years of experience in digital strategy and growth marketing to the role, excelling in securing global accounts, scaling teams and driving revenue. His role will focus on identifying growth opportunities, building new business and enhancing Orange Line’s presence across international markets. Collins will report to general manager Aishling Farrell.
.au Domain Administration Limited (auDA), has launched its new website, with digital customer experience (CX) design by Thinkerbell.
The .au Administor’s new site is the most visible channel for Australians to connect with auDA online.
In collaboration with Thinkerbell, auDA designed the website to provide an enhanced CX, help users easily choose .au domain names, and find information about auDA and its work.
auDA research shows that websites with a .au are more trusted by Australian consumers online, supported by .au’s position as one of the most secure domains globally. Building and maintaining trust, upholding good governance and reinforcing auDA’s purpose and impact, lies at the heart of the site’s new design.
Through a new design language, reworked user journeys, renewed content and new and improved digital tools, the site recognises auDA’s long standing expertise at the forefront of technology and supports the digital revolution that’s well underway.
“auDA’s new website delivers on auDA’s purpose to administer a trusted .au for the benefit of all Australians,” Bruce Tonkin, auDA chief executive officer, said.
“auDA worked collaboratively with the Hardhat [now Thinkerbell] team to improve our user experience and the accessibility of content on our new website, allowing everyone to better engage with auDA’s initiatives and access information about .au and auDA.”
Reece Ryan, executive CX Tinker, added: “Every site requires a level of audience consideration, but it’s not often that the audience is ‘the whole of Australia’. We relished the challenge and responsibility of delivering an experience that was befitting of the peak body for all things .au in Australia and adding Measured Magic, with the support and validation of user testing, to experiences that could easily be boring and transactional.”
Credits
Creative agency: Thinkerbell
Client: .au Domain Administration Limited (auDA)
Developers: Arcadian Digital
Macdonald is known for his varied and impressive journalistic experience, having worked as a foreign correspondent covering major events such as the uprisings in Hong Kong and Egypt, the nuclear disaster in Japan, and conflicts in Afghanistan and Ukraine. He’s also a regular presenter on The Project.
As reported by Daanyal Saeed at Crikey, Aunty has yet to confirm or deny the rumours, teasing only that an “announcement was imminent.”
The minister spoke with ABC RN about the tech giant’s decision to scrap its program, a move that has prompted widespread criticism.
During the discussion with host Kylie Morris, Minister Rowland said, “We have been advised by Meta Australia that there’s no immediate plan to end the third-party fact-checking program in Australia, including prior to a federal election.”
The decision comes just days after it was revealed that the third-largest masthead in the United States had fired around 4% of its workforce.
Rubin, 62, resigned from the Jeff Bezos-owned publication on Monday, and in her final act, she delivered a pointed parting shot at its billionaire owner.
TV Tonight crunched the numbers for its annual awards, revealing that its readers wanted to see programs like a late-night or variety show added to regular programming.
The publication’s David Knox also highlighted other surprising findings from the awards, including a call for Australian television to “take more risks.”