I didn’t think things could get busier than day one, but day two certainly delivered.

Lots of new arrivals and jam-packed sessions covering everything from AI (again!) to workplace culture and mindfulness. While conceptually, those topics may seem worlds apart, all of the sessions seemed to complement each other as the theme of a massive shift in “the work, the workforce and the workbench” started to become clearer.

I was one of the many who started the day with a great session organised by Accenture talking about the future of the customer – and the 8am start time was definitely worth it. The panel discussed five trends that will shape the way we work, shop and interact with each other as a society moving forward.

They spoke about the death of “hustle culture” and the opportunity to finally work smarter, not harder. While the term isn’t new and has become almost a cliche, the panel discussed how AI is making it a reality and giving us more time to be “who we are, rather than what we do”.

The power of connection

Future customers will be seeking out real connections with brands, and more human experiences and emotions such as in-store shopping and more ‘IRL connections’ with people as a counterbalance to the curated worlds served up on digital platforms.

Whether that is enhancing the in-store experience, creating a community, or tapping into cultural connections, it became clear that brands will need to develop closer and real relationships with their customers than ever before if they want to thrive in the new economy.

Unfortunately, I didn’t follow my own advice from yesterday about arriving early at the sessions you know will be popular and was blown away by the queue to hear from VP of Business at Prosperity, Ryan Foutty. 

Hosted by Forbes’ editor in chief, Sarah O’Caroll, Ryan spoke about the shift that is happening in real time in digital marketing, where “click bait “ is becoming less incentivised and authentic, credible content is being rewarded as people shift to platforms that deliver answers rather than information.

Prosperity was founded on the belief that it serves the world’s curiosity, and Ryan believes that those who know the right questions to ask will thrive in the new economy, while those who just want information or use AI as a shortcut will be left behind.

He also spoke very passionately about Prosperity’s vision to work with the most trusted brands and publishers to ensure the answers the platform serves are trustworthy, relevant and objective information.

How do you build a great place to work?

The session was a great lead into the next session facilitated by Rebecca Moulynox from Great Places to Work. We heard from people and culture leaders from Adobe, CarSales and DHL about how they foster a culture of curiosity and innovation in their businesses.

The key to unlocking that culture is creating a psychological safe space for ALL staff to question, test, fail, learn and succeed to deliver better solutions for their customer, but also their employees.

Neil Patel’s myths

The final session of the day kicked off with a bold statement from NP Digital Founder, Neil Patel – Unlearn everything from 2025. He had eight key ‘unlearnings’ for marketers who attended. 

To summarise, the staples of digital marketing most rely on have changed.

In fact, they are now MYTHS. The things we need to unlearn, according to Neil, are:

 – Traffic equals revenue. Don’t look for instant gratification from vanity metrics like clicks and site visitation. Real growth takes time and consistency.

 – Rankings equal revenue. Relevance and authority is what matters in the new AI world.

 – Broader beats specific. Optimising your search strategy towards queries rather than broader keywords is key to winning new customers.

 – One global creative asset. Local nuance and cultural relevance is critical to connecting your brand with customers in global markets..

 – Proof over polish. People are no longer looking for fancy, polished creative – they want real, authentic content that demonstrates why consumers should choose your brand over another.

 – Every touchpoint must convert. Connecting with your consumers through multiple touchpoints at the right moments has a cumulative effect on driving the outcome you want.

 – All AI platforms are the same. Neil spoke about AI platforms becoming more like social platforms, where consumers use different platforms for different purposes. Some are built for deeper insights, while others are built for every day queries.

 – Stop trying to ‘rent’ audiences. Developing communities and creating genuine connections with consumers through real human experiences will help grow your brand.

A long day with lots of sessions and deep conversations, but it was interesting to put the pieces of the puzzle together.

AI is going to impact the way we work and live, however, it will never replace genuine human connection, both in the workplace and outside of work.

Looking forward to seeing everyone tomorrow at Clear Hayes House for our session – Where Did All the Real Intelligence Go?

Has the race for automation and efficiency in the AI era led to businesses leaving ‘real intelligence’ behind? Has this emphasis on efficiency led to a “brain drain,” where the technology is reducing our critical thinking instead of accelerating it?

The truth is, today’s most ambitious brands want collaborators who are hungry, human, and committed to driving real success.

This session will challenge that status quo and explore how shifting from a ‘satisfactory’ to ‘successful’ mindset can empower people, unlock deeper partnerships, and prove that a hungry, human mind is the most powerful tool in any marketer’s arsenal.

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What does it mean to exert influence? How do you do it effectively? These are common questions marketers and communications professionals ask themselves daily (hourly?) and while we all think we have a good handle on it as a concept, life always finds a way to interrupt the effectiveness of what works for us with alarming regularity.

In a SXSW session held yesterday by The Growth Distillery, a panel explored the idea of what influence is and how to best engage with it through a discussion branded as “Influence Disrupted: How the balance of influence has been upended and why that’s become our biggest superpower.”

Moderating the talk was Liza Williams, Head of Growth Intelligence at The Growth Distillery, who was joined by Everyday Massive Group CEO Toby Harrison and Dr Adrian Camilleri, an Associate Professor of Marketing at the University of Technology Sydney Business School and Director of the UTS Behavioural Lab.

After their panel talk, Mediaweek caught up with Liza Williams and Toby Harrison to discuss what communications and marketing professionals should be thinking about in regards to influence and creating affinity.

Mediaweek: Liza, what surprised or fascinated you most from today’s conversation?

Liza Williams: There’s some great examples out there of where people are using affinity. Most of all it was how potent that is as a measure, as an influencing factor, when we’re looking at decision making – I think was what really shocked me throughout the study and also while we were discussing it. Across all of the categories that we tested, it came out as number one.

We’ve looked at food, we’ve looked at finance, and even in the financial sector, affinity is still your most potent source of influence, which I think, for me, was quite shocking.

Mediaweek: What caught my interest was just this idea of wanting a connection with those seen as aspirational and part of that is seeking a connection with people on a human level (rather than people that we have no connection with). My big question is: Do people need to know more scientists in their lives?

Toby Harrison: [laughs] Maybe scientists just need to be a little bit more relatable and human.

I think that’s probably the big deal. When we think about the way that they’re turning up and presenting themselves to the world, I feel really dislocated and kind of not as proximate. I think everyone who’s got high affinity are close enough to our world, so yeah, maybe they just need to do a better job of being a bit more human.

Mediaweek: Through the panel conversation you discussed the idea that people look to their friend groups more than those with authority on topics. How can marketers disrupt those conversations, and maybe a better question: Should they?

Toby Harrison: We talked in our study about how 15-year-old girls in their bedrooms are more powerful now in the world of fashion than Anna Wintour is. What’s interesting about that is they are picking up on the work that marketers are doing, but just the work that the smart marketers are doing, the ones who are understanding their world and the way they inhabit it, and providing them with stuff that feels useful and fun and benevolent to them. That’s what’s creating value.

Marketers have a role to do this, but don’t do it the old way. Don’t bludgeon your way in. You’ve got to go in with something valuable, offer it, become a friend, be a good friend, be a useful friend, and then get out of the way.

Liza Williams: I agree. I think it’s much more now, it’s a two-way street, and brands have to give as well as they take. There’s a real opportunity to become part of those communities, give in a benevolent way, and really contribute to the community to be able to get that payback later on.

Mediaweek: During the panel conversation Toby, you spoke about a marketer charged with selling Pabst Blue Ribbon beer. They went and gave free beers to bike messengers because it was decided that they were among the most connected people in the community and could exhibit influence across their city. 

What happens if the conversation goes in the opposite direction, where the influencers don’t like the product?

Toby Harrison: Unfortunately, that does happen sometimes. Also, you can pick people who are actually very detrimental for your brand as well. I’m not sure if everyone remembers it, but Burberry had billions wiped off their stock when Daniella Westbrook was draped head to toe in it.

There’s a very careful dance you have to do in selecting the audience that you want to provide value to. If you get it right, if you understand what your value proposition is, and you’re delivering it authentically and appropriately, people have the right to choose you or not choose you. But they’re more likely to choose you for the right reasons. If they don’t like you, you can’t win them over if your product doesn’t fit their needs.

No end of marketing can do that.

Liza Williams: That’s the key bit – having a product that fits their needs. First and foremost, it has to be a product that is going to serve what they want it to serve. If it doesn’t do that, then to your point, any amount of marketing in the world is not going to bring them over to your cause.

Mediaweek: A lot of the conversations that people have about influencers usually have that media broadcaster perspective, but I found it interesting that you spoke about influence strategy one-on-one. For those working in marketing and communications, what lessons can they take from their work with the public that they can bring back to their office for one-to-one influence?

Toby Harrison: I wouldn’t think ‘broadcast’ first. Influence is given to people, not denoted by a sense of authority. So if you want to have that ability to have a conversation with someone and be able to build affinity, you’ve got to essentially be in a tranche that they can access and they can come to you and they can have that engagement with you. So thinking about just going out and being broadcast sends completely the wrong signals, saying “I’m everything for everyone”, rather than “I’m actually here for you” and this is what I’m turning up for and this is what I’m providing for you and this is why we could probably be mates.

So that’s probably the big learning I would have out of this.

Liza Williams: I think you mentioned there about working and being in that workplace community. I think as well there’s a differing range across different age groups.

We’ve done a lot of work as well with Gen Z and we talked about it on the panel. People are much more heightened when you’re trying to influence them into a decision that they maybe don’t want to make. I think being aware of who your audience is, who you’re working with, who it is that you’re trying to have that impact on, that influence over, you can adjust some of your tone.

One of the things we didn’t talk about in the panel was the influence archetypes that underpin this piece of work as well. We can see that different types of decisions require different archetypes of influence, different voices, different approaches, and I think being much more aware of what your approach is for your audience is going to give you a much better payoff.

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Southern Cross Austereo’s (SCA) Matthew O’Reilly says the network remains optimistic following the latest radio ratings results, despite a weaker performance for its Sydney stations.

“Clearly, the results for both Sydney stations aren’t what we want. We would have liked to have seen growth,” O’Reilly told Mediaweek. “The positive thing for me is that both breakfast shows are seeing some cume growth. And at 2DayFM, I think it’s five surveys in a row that we’ve seen cume growth into breakfast.”

O’Reilly said the network’s focus remains squarely on the 25–54 demographic – a key commercial audience segment. “The reason we’re focused on it is because 70 per cent of the sales briefs from clients we get want that demographic. So that just makes business sense — if that’s what they want, let’s dominate in that area,” he said.

“I think how we win it is just how focused we are on it. We are celebrating the fact that Melbourne has number one and two stations 25–54 with Fox and Triple M. Same deal in Adelaide where Triple M and SAFM — we actually really do celebrate that 25–54. We look at it above everything else.”

O’Reilly described that focus as “key,” adding: “It’s really well celebrated and championed internally.”

O’Reilly didn’t comment directly on Seven West Media’s motivations in merging with SCA. “I don’t want to comment on what Seven found interesting about the purchase, but I go back to my original point — 70 per cent of clients want that [demographic]. So that’s not information only we would know; I’d imagine most media organisations understand the importance of it.”

While acknowledging that “Sydney is a really challenging market,” O’Reilly said the company is confident change is coming. “Our competitors’ breakfast shows have been in place for a very long time, and all that leads to very little audience movement. But I think we’re going to get a chance at some audience movement next year. We already know of changes coming in the market, so I’m optimistically looking at what could be next year and where we can get that audience from.”

O’Reilly added that the Triple M brand has done “a really good job of broadening the format and being as accessible as possible to the audience,” positioning SCA well to capitalise on any shifts in 2026.

The AI factor

Responding to reports broken by Mediaweek that Southern Cross Austereo’s (SCA) newsroom restructure was driven by artificial intelligence, O’Reilly said the changes are about streamlining operations and reinforcing local output, not replacing journalists.

“There are certainly no plans for that now,” O’Reilly told Mediaweek. “What we have done is put news hubs into metro and provincial locations. We’ve taken a close look at what audiences want from news — how they want to consume it and what the competitive landscape looks like.”

O’Reilly said the new model ensures SCA remains “far more local than our competitors,” noting the company has “actually increased the number of local bulletins.”

Addressing concerns about AI involvement, O’Reilly clarified that “all bulletins are fact-checked, edited, read, and reviewed by journalists. It’s really just about how we’re gathering the stories.”

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After a turbulent year for ARN, one marked by cost cuts, competitive pressure, and the announcement of CEO Ciaran Davis’s departure, Chief Audience and Content Officer Lauren Joyce says the network is focused on stability and rebuilding audience momentum heading into 2026.

Her comments come after a mixed Survey 6 for ARN: KIIS continued its FM breakfast dominance in Sydney, but the network faced market softness elsewhere as 2GB reclaimed the overall crown and 3AW extended its Melbourne lead.

Holding ground in Sydney

In Sydney, KIIS 1065 posted an overall share of 9.8%, down from 11.1%, with a weekly cume of 1.119 million listeners, a fall of 46,000. On Breakfast, Kyle & Jackie O remained the undisputed FM leaders despite easing from 15.3% to 13.6%.

Joyce said that while there were fluctuations, the consistency of ARN’s Sydney brands remains encouraging.

“I think that Jonesy and Amanda in particular have done a really good job of holding things really steady this book,” she told Mediaweek.

The team, who will move to the Drive shift in 2026 to make way for Melbourne’s Christian O’Connell, recorded 8.1% this survey, compared to last survey’s 8.2%.

“We’ve seen some ups and downs across the market, so for them to remain consistent is a really good thing.”

“I think that shows that the product obviously has that 25–54 appeal, which is what we want. So, I’m with where that’s landed,” Joyce said.

KIIS holds but growth slows

Joyce said KIIS’s FM dominance continues, but audience growth has tapered after several strong books.

“On KIIS in Sydney, Kyle and Jackie O have now recorded 54 survey wins. They’re also just so far and away ahead of the competition,” she said.

“ On a 25–54 basis, it’s more than 10 share points between them and the next show. And then on a 10+ basis, they’re 4.4 points ahead of the closest competitor.”

Meanwhile, it’s a different story in Melbourne, where KIIS 101.1 dipped slightly from 5.6% to 4.9%, but added 21,000 listeners, reaching 967,000 weekly cume.  Kyle and Jackie O Breakfast show softened to 6% (from 6.1%).

It’s movement… barely.

But Joyce isn’t too bothered, adding it’s important not to judge results in isolation.

“I try not to look at one survey on a standalone basis,” she said. “If you actually look at today’s result, it’s not outside of our historical performance range. There’s many highs in there that I’m happy with, and I’ll focus on what we need to do to capitalise on those.”

As for the grand national plan? Well, according to Joyce that’s still in place, albeit with a few caveats: “I’ve always said the show stands on its own two feet. It’s universally entertaining content and, you know, when the time is right, we’ll absolutely be playing it to its strengths.”

Meanwhile, Melbourne’s sister station Gold 104.3 once again proved a rock-solid performer for ARN, steady at 11.2% overall, with a cume rise of 71,000 to 1.224 million listeners. The Christian O’Connell Breakfast Show also climbed from 10.1% to 10.9%, reinforcing its position among Melbourne’s strongest FM programs. And soon Sydney’s, if those stats are anything to go by.

Resetting for 2026 amid leadership change

Joyce described 2025 as a “rebase” year – one focused on cutting costs, refining content strategy, and rebuilding ARN’s momentum.

“I think the Upfronts (set to be held later this month) represent a really great moment in time for ARN,” she said.

“It’s no secret that we’ve had a really tough year and we’ve worked incredibly hard to kind of rebase the business, taking a lot of cost out and evolve with the media market.”

Her comments come as ARN prepares for a major leadership transition: long-time CEO Davis will step down in early 2026, with Michael Stephenson, the network’s current COO and former Nine commercial chief, set to take the reins.

Joyce said the change, combined with ARN’s 2026 roadmap, marks a turning point for the business.

“Looking ahead to 2026, we couldn’t be more excited. In a couple of weeks’ time, we’ll be revealing a lot of our plans,  then it’ll be the catalyst for momentum going into 2026,” she said.

“This is the real kind of line in the sand for ARN and allows us to step up and move forward as a business.”

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The common discussion around AI search has been focused on the broader consumer shift from searching content on a platform like Google to instead seeking direct answers. It’s a philosophical distinction, but one that speaks directly to how everyday people are seeking information to support their lives.

But search is more than just finding answers from Google, Bing, AskJeeves (Mediaweek’s tongue is firmly in cheek on that one), ChatGPT, Claude, or Perplexity. AI Search has the capability of broadening the user experience across every type of website.

Mediaweek was especially impressed by the ‘Search AI’ integration into US news website USA Today. It uses DeeperDive AI, a platform built by the team at Taboola and can be used by readers to get deeper insights on news stories and to use the existing USA Today archive to drive deeper understanding of today’s news. It’s a great example of mining value out of work that previously had limited attention in a deep archive of data.

Similar value can be extracted from retail websites. The introduction of Search AI can benefit the customer experience directly through being able to find products that better match the experience they desire, or through other areas of the online retail experience like after-sales support. By better understanding meaning, context, and intent, Search AI has the capability to deliver more relevant, intuitive, and scalable experiences.

Elastic is an open-source Search AI platform working at scale to deliver instantly searchable results, AI driven relevance, and real‑time analysis. It bills itself as a solution to improve search, observability, and security. Mediaweek spoke with Jeremy Pell, AVP – ANZ at Elastic about what is possible from a retail perspective when it comes to Search AI.

There we go. Okay, so part of what I guess was sort of pitched at me to talk about was search, well, Search AI from a retail perspective. So we might just sort of talk about that first, but then also maybe just find a few ways to sort of talk a bit further about some of the possibilities in search, Search AI.

“It’s worth thinking about the market and where things are happening versus what we’re actually doing, because we’re just meeting the customer expectations now,” Pell said. “Even if you just look at your daily life and how things change, more than ever, everything’s starting with search now. And the introduction of the likes of the LLMs that have come through have only meant that customers want a better search experience.”

Where Pell has noticed a change is in the level of expectation consumers have now while accessing retail sites. He reckons we are seeing the death of the keyword.

“Keywords just aren’t really cutting it. Customers want to have context… ‘try and think about what I want before it comes,’” he said. “That’s what Search AI is basically doing. It’s grabbing a deeper insight of the customers to be able to find the right product for that customer faster.

“Brand loyalty is somewhat dying, you know, you can go and buy it from any other site. If you don’t get that answer you want quickly, you’ll go to somewhere where you’re going to be able to get it from.”

Of course, greater information and context goes both ways. While customers are able to search sites with greater efficiencies to find the most-suitable products with less friction, online retail store owners can also use this greater context about audience interests to target them with specific products.

For example, customers on a shoe website may tell a chatbot that they want my pair of running shoes that are going to be good for wet weather and through the language used or the location of the customer, the system may identify that it is a high margin customer that might be willing to spend that little bit more.

Pell further identifies other retailer benefits: “It could also be things like when there’s a glut of stock, to be able to get stock off the shelf. Being able to do geolocation or better still, the positive thing, when you can exclude areas that isn’t in stock. Because how bad is that experience when you search for something, you finally go to the checkout, it says, ‘oh, we don’t have your size 11 sneakers’. But you’ve already got your heart on it. So it’s about putting those guardrails and pointing it in the right direction.”

Next month will see the Christmas sales season kick-off with Black Friday on 28 November, which then leads into Cyber Monday, and then the month-long online drive towards the pre-Christmas Australia Post cut-off date. Websites these days are pretty reliable in terms of their uptimes, but with Search AI being introduced into the online retail environment, could we see greater risk this year of sites failing to cope with the server load. After all, AI can be very compute-heavy.

Pell took this as an opportunity to talk about his platform Elastic and its track record with managing traffic at scale. He’s confident.

“We work with DocuSign – they’ve got 1 billion users that use our product across 180 countries, and that’s processing millions of agreements every single day from a whole bunch of different unstructured data, be it email, be it SharePoints, etc. So we’ve already got scale built into the platform.

“We don’t put the data on the customer-facing applications – we have the data sitting in the Elastic platform and query the data when we need it to send it to the customer-facing site. So there’s no additional load that goes to the customer-facing application.”

Beyond retail, there are an endless range of opportunities for using Search AI. In thinking about the Mediaweek audience, one use could be for radio industry professionals to consider radio ratings, which offer years of regular listener surveys. This extensive data could be overlayed with, for example, weather data to determine audience moods to see if that is impacting listening trends.

“Where I’m really excited about Search AI is, consider [your team’s] data scientist who’s probably overworked and you’ve got to raise a ticket to speak to them. Or they want to understand who the analytics are. Imagine a world where Search AI opens it up to everyone, not just the technical staff, being able to talk to her and ask: ‘What does the weather look like? When you look at weather overlaid with this rating, what does that look like?’ Or from a campaign perspective: ‘Can you optimise my performance in that campaign by 20% or what could I do?’ I’m really excited about where the LLMs are going to be able to make data available to everyone and what that means for brands to be able to get optimisations, but also increase performance as well.

The idea that Search AI is about the democratisation of access to data is something every professional working in a wider team can probably get behind.

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After three decades in journalism, Shelly Horton has done it all: crime reporter, TV presenter, author, MC, and now, media trainer.

“I’m a journalist and have been for 30 years,” Horton told Mediaweek’s Newsmakers.

“I actually started in ABC Radio as a crime reporter, and I loved a dead body,” she laughed. “I do miss those crime days, and it was before True Crime podcasts were even a thing.”

But after years of newsroom deadlines and a few too many creative clashes, Horton decided to take control of her own story. “About 10 years ago, I flipped the switch. The problem I had with working in the media was that I was always arguing with my bosses. And I know we’re trained to argue, but you know the best solution for that? Become your own boss.”

That decision led to the creation of ShellShocked Media, which she co-founded with her husband Darren Robinson. “We train people to speak well – whether they’re being interviewed by the media, going on TV, or just small business owners learning how to describe what they do clearly.”

Kicking perimenopause ‘in the ovaries’

When Horton isn’t training executives, she’s making noise about women’s health. Her book, I’m Your Peri Godmother: A Happily Ever After Guide to Kicking Perimenopause in the Ovaries, mixes humour with hard truths.

“I think that title really sets the tone for the whole book. It’s conversational, but it taps into a time in my life where I got absolutely kicked to the ground, and had to claw my way back up,” she said.

That experience pushed her into activism. “I didn’t just get mad; I went to Parliament,” she recalled. “In 2023, I was part of the very first parliamentary roundtable on menopause. And can you believe that only two years ago was the first time menopause had ever been mentioned in Australian Parliament?”

Her frustration still lingers. “Part of what I campaigned for was compulsory education for GPs, because, believe it or not, if your doctor is Gen X or older, they’ve probably had less than one hour of training on perimenopause.”

For Horton, advocacy comes without a paycheck but with purpose. “It’s important for people to know that when you become a health advocate, when you have meetings with people like the Federal Health Minister, Mark Butler, you don’t get paid for that. You do it because you don’t want other women to suffer the way you have.”

Still, she’s quick to recognise progress. “We had the Senate inquiry, and there was a risk the government would just say, ‘Too hard, not interested.’ But they said yes. And yes, it was an election year – but the Liberal Party also said yes. So, it’s happening. They’ve put half a billion dollars into women’s health, which is amazing.”

She smiles, but with caveats. “I’m not giving them a full pat on the back – I’m still nipping at their heels a bit. We will make change.”

And that change, she says, is already visible. “One of the important HRTs (Estradiol) has been added to the PBS. I went into my pharmacy, got my HRT, and then posed for a photo saying, ‘It’s 50% off now, thank you very much!’ That’s when you know you can make real change.”

Teaching CEOs the five Ps

From the corridors of Parliament to the boardroom, Horton’s energy is relentless. Her focus also includes helping CEOs and C-suite leaders find clarity, warmth, and confidence when speaking.

“Usually their biggest fear is that they’ll make a fool of themselves” she said. “My best advice? Don’t wing it.”

Horton’s golden rule applies to anyone in the spotlight: “Whether I’m teaching media training or presentation skills, that’s the golden rule. Very few people can just get up and perform without preparation.”

Her framework is simple but sharp. “Put in the time – whether it’s for a Christmas party speech, an uncomfortable conversation with a staff member, or talking about your company on television. Preparation matters. I call it the five Ps: Prior Preparation Prevents Piss-poor Performance.”

She encourages executives to keep it human: “Remember, you’re having a conversation. It’s not about jargon, acronyms, or CEO-speak that doesn’t cut through. Tell me a story. Share an anecdote, something that happened to you or someone in your workplace. That’s what people will remember. Not stats. Not spin. Humans remember humans.”

And for those who panic under pressure? She’s got a hack for that too. “If you get put on the spot and go blank, here’s my trick: when something meaningful happens, jot it down in your phone’s notes. Just dot points. That way, you’ve got a library of stories to draw on later.”

A journalist at heart

For all her success as a business owner, mentor, and advocate, Horton’s storytelling roots still show. And that early training in observation, rhythm, and restraint still underpins her philosophy today.

“Being overly critical isn’t helpful. Instead, look at things through the lens of: how can I improve?” she advised.

“Maybe you’ve got a repetitive hand gesture you didn’t even realise you were doing – it’s just nerves. You see it on playback, and you fix it next time. You prepare. You breathe.”

For the full episode, including all of Horton’s tips for public speaking, check out Mediaweek’s Newsmakers wherever you get your podcasts.

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Ahead of the scheduled social media ban for teenagers in Australia aged 16 and under, Meta has announced an update to Instagram that will make it easier for parents and guardians to set appropriate permissions for their children’s accounts.

All teens under 18, living in Australia, the US, UK and Canada, will be automatically placed in a 13+ content setting. This default setting will limit exposure to material deemed inappropriate for under-18s and cannot be changed without parental approval.

While the updates will start rolling out for users from today, Australian teens aged under 16 will be locked out of Instagram when the social media ban comes into effect in Australia from 10 December. Once the ban is in effect, restricting all teen content to material suitable for younger teens seems like an ill-fit for an Australian audience.

US PG-13 standards become the benchmark for Instagram

Instagram will use US-style PG-13 movie ratings as the guiding framework for moderating age-appropriate content on teen accounts. In Australia, the PG classification is assigned to content that is not recommended for viewing by children under the age of 15 without guidance of a parent or guardian.

Australia also makes use of the MA15+ classification, which is more appropriate for an audience of teens aged 16 and above. The classification allows for more mature content inclusive of ‘strong themes, violence, coarse language, sexual references, or drug use.’

Meta claims the changes to content moderation align more closely with parental expectations, drawing on global feedback from thousands of families. It has cited a poll by Ipsos, commissioned by Meta, which found that 95% of US parents of teens believe the updated settings will be helpful, with a further 90% saying the PG-13 reference point will make it easier to understand the kind of content their teen is likely to see on Instagram.

It is the most substantial overhaul to Instagram’s Teen Accounts since their launch last year.

While some suggestive content or strong language may still occasionally appear — as it does in PG-13 films — Instagram said such instances would be rare.

In addition to existing restrictions around sexually suggestive material, violent imagery, and the promotion of adult products, Instagram will now de-emphasise content featuring strong language, dangerous stunts, or paraphernalia linked to drug use. Posts that go against the revised standards will be hidden across Explore, Reels, Stories and in-feed, even if shared by someone a teen follows.

Instagram will also deploy age-prediction technology to help enforce these settings, including for users who falsely list their age as over 18.

New ‘Limited Content’ mode for stricter controls

For parents seeking greater restrictions, Instagram has introduced a new setting called Limited Content. This stricter option filters even more content from a teen’s experience and disables commenting entirely. It will also tighten guardrails around AI interactions starting next year.

According to a September survey commissioned by Meta, 96 per cent of US parents said they valued having the additional Limited Content option.

Better tools for parental feedback

Instagram is also expanding ways for parents to shape their teen’s experience. Through the platform’s supervision tools, parents will be able to report specific posts they believe should be hidden from teen audiences. These posts will be prioritised for review, with outcomes shared back to the parent.

Ongoing feedback will be collected via in-app surveys that ask parents to assess whether specific content is appropriate for teens. Meta said it received more than 3 million content ratings from parents globally during testing, which helped inform the new PG-13 aligned policy.

Global rollout by end of year

The new teen safety settings are being gradually introduced and are expected to be fully implemented across Australia, the US, UK, and Canada by the end of 2025. Meta plans to expand these protections globally and bring similar measures to Facebook teen accounts.

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Nine Radio’s Head of Content Greg Byrnes says there’s more behind 2GB and 3AW’s latest ratings surge than a strong football finals season – although he’s the first to admit it didn’t hurt.

In the latest GfK radio ratings, Nine Radio’s 2GB and 3AW continued to dominate their respective markets, cementing their positions as the country’s leading talk stations.

In Sydney, 2GB surged from 11.4 to 14.2 overall to reclaim its place at the top of the market. Its breakfast program also strengthened its lead, climbing from 14.2 to 16.8, extending its dominance over the FM competition.

In Melbourne, 3AW recorded similar success, rising from 13.5 to 14.6 overall to maintain its number-one position. At breakfast, the station delivered its best result of the year, increasing from 19.0 to 20.3.

Byrnes acknowledged that football played a role in the network’s strong performance, but said it was just one part of a bigger picture.

“Football has played a big role this survey period. The finals series was incredibly exciting across both the NRL and AFL, and the strength of our football coverage has really shone through,” he told Mediaweek.

“Great games on the field have also translated into great listening results.”

He also pointed to Nine Radio’s growing focus on technology and listener experience, noting the success of a new feature that syncs live radio commentary with the TV broadcast.

“We also rolled out our new in-play audio sync feature on the app, which lets you watch the game and listen to our live commentary at the same time,” Byrnes said.

“I’m biased, but there’s nothing quite like live radio commentary – and the feedback has been overwhelming. The feature uses a simple slider so you can sync perfectly with your TV or stream.

“There’s a fair bit of tech behind it, but it rolled out smoothly during the finals, and I think it’s helped strengthen our football coverage nationwide,” Byrnes said.

2GB and 3AW continue to dominate

Byrnes said that while sport has helped, the real story is one of consistency and connection.

“We know how ratings can ebb and flow, but our breakfast programs in Sydney and Melbourne have dominated all year – and that dominance is set to continue through the end of the year,” he said.

“We’ve got the number one breakfast shows in both cities, number one in mornings, and today’s result for Mark Levy is particularly impressive – up 14.9 from 11.5 – a big increase that makes him the clear number one.”

He described the network’s success as the result of simple but powerful fundamentals.

“Consistency, passion, localism, engagement, entertainment, companionship, and trust – that’s what it all comes down to,” he said.

That approach, he added, has helped 2GB maintain strong growth across multiple shifts.

“Across the board, 2GB’s had a really strong day. Every show is either number one or has seen a big lift – and in many cases, both,” he said. “Jacqui (Jacqui Felgate) in Melbourne also deserves a mention for taking out number one in Drive.”

Meanwhile, Brynes has nothing but praise for the Breakfast team at 3AW who “delivered its best result of the year – 21.6 share. It’s extraordinary.”

He noted how the program has not only held its long-time dominance but pushed it even further. “They’ve managed to go from the highest of highs to even higher, especially considering where they were earlier in the year. From one of the lowest points to now smashing it – that’s an incredible turnaround.”

Mark’s momentum

A major highlight for the network was Mark Levy’s rise on 2GB Breakfast, which recorded the station’s best result of the year at 21.6.

“There’s been a lot of attention around Mark, and today’s results speak for themselves – he’s had a significant increase and is now the clear number one. It’s really pleasing and really reassuring to see,” Byrnes said.

He added that despite Levy’s own hints about future ambitions, he remains firmly focused on 2GB Breakfast.

“He’s spoken on air about always thinking ahead and considering what’s next, but for now and the foreseeable future, he’s fully committed to 2GB Breakfast – and we’re very lucky to have him in that role.”

Listeners are staying longer

Byrnes said another standout trend has been the growth in time spent listening (TSL) across the network, up three hours on last year – the strongest figure of 2024.

“We’ve seen a big increase in TSL – up three hours on last year –  which is the best result we’ve had all year,” he said.

For Byrnes, the rise can be explained by the network’s renewed focus on content structure and engagement.

“When we see TSL rise across most of the business, particularly at 2GB, it’s a great sign that the content’s connecting,” he said.

“What we tell our content teams is that you can’t control how many people tune in, but you can control how long they stay.

“That comes down to structure  teasing into breaks and out of them, planning interviews and content, treating the show as a full three-hour experience rather than half-hour chunks,” he said.

For Byrnes, the rise in listening time confirms the strategy is working.

Reflecting on the network’s success, Byrnes said the key ingredients haven’t changed much – but the execution has evolved.

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Nova Network Group Programming Director Brendan Taylor says the network’s latest ratings results reflect both the challenges and resilience of a competitive FM landscape – and he’s taking the long view.

In the latest radio ratings, Nova 96.9 Sydney lost ground, falling from 7.4% to 7.1%, while in Melbourne, Nova 100 also dipped slightly, down from 8.2% to 7.1%.

The network faced a tougher survey overall, as talk stations strengthened their hold in both cities and FM audiences shifted across several key markets.

Taylor said he’s taking the long view, describing the results as “a wave of highs and lows” across the network.

“Obviously there have a few speed bumps, but in the overall scheme of things, I actually couldn’t be happier with the results today,” he told Mediaweek. “I know it’s a bit cliché, but it’s really pleasing to see the effort the team’s putting in to get rewarded from a numbers position.”

Sydney’s momentum

Taylor credited the Fitzy & Wippa with Kate Ritchie team for a strong performance in a highly competitive Sydney market.

He added that while Kate Ritchie’s return to radio has generated plenty of buzz, the team’s success also reflects Nova’s loyal listener base.

“It’s fantastic that she’s back but it’s also a really nice showing that the listeners are so loyal,” Taylor said.

“Kate being back included in this wave –  so to see 80,000 new people coming into it, and to be number two in the market from a cume perspective and only 90,000 away from Kyle & Jackie O is a great result”.

In Drive, Taylor said Chrissie Swan’s success has been another bright spot. “Chrissie, number one, rightly so – she’s a class act,” he said.

“Chrissie puts so much into it. It’s just really nice to be seeing those results in the afternoons.”

‘A few speed bumps’

In Melbourne, Jase & Lauren for Breakfast recorded a softer result, but Taylor said he remains confident in the team and the show’s long-term trajectory.

“Jase, Lauren and Clint – they’re world-class broadcasters,” he said.

“It’s such a competitive marketplace, so you’ve got to ride the highs and lows. We can see there are certain elements of the show we need to fine-tune, which we naturally do over time. But we are absolutely confident that things will reverse in the next survey.

“You’ve got to be able to take the knocks, learn from them, to make yourself better.”

Building reach and loyalty

Taylor said Nova’s focus remains on growing reach and engagement, rather than chasing short-term spikes.

“We do really try and hook the listeners in,” Tayloe said, adding that’s why “cume is so important.”

“It’s a starting point for people having a touchpoint with your station.”

He said the next step is to deepen those relationships through stronger content and longer listening.

“Now we just want as many people as we can coming in, interacting, engaging, and connecting with our shows. And through that we build loyalty,” he said.

“We want to build time spent listening for people to spend more time with us. That’s where the share will come into place.”

Taylor also praised Nova’s programming and music teams, led by Scott Baker-Smith, for striking the right balance between music and personality.

“We obsess over the music voices. Music plays such a big role in our shows,” he said. “The amount of music-based content, we really strategise on making sure we’ve got the right balance.”

The AI world

As the radio industry experiments with AI, Taylor said Nova’s strength lies in staying human.

“Right now,  our strength is with the teams that we have, and the human connection from our music and our broadcasters,” he said.

“And, look, I’m not saying that AI won’t have touchpoints in the future, but right now our focus is on human contact.”

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Attendees yesterday were gripped by half-an-hour of the silliest, most-engaging SXSW panel in the history of the medium as Andrew “Bucky” Bucklow took to the stage for a movie and TV trivia competition to further News Australia’s fan engagement around free streaming service Tubi.

Bucklow was joined on stage by three contestants: Loren Barry, co-host of ‘The Hot Hits with Nic & Loren’ on The Hit Network, influencer Mitchell Coombs, and audience ring-in Christina – an accountant from Brisbane.

What became evident from Bucky as he steered the audience through very important (some would say ridiculous, but Mediaweek would never) questions about topics as far ranging as Titanic 2 and The Mighty Morphin’ Power Rangers, is that he really missed his calling as a game show host.

Mediaweek caught up with Bucky just after the game show. Not only did he delight on stage, but he’s also Australia’s leading expert on all things Tubi, so we obviously had questions.

Mediaweek: What’s your top three Tubi recommendations?

Bucky: Well, it’s really tough. The movies change quite often. I think American Gangster starring Denzel Washington and Russell Crowe is awesome.

I really like some of the dodgy horror movies that you can see on there, like Chopping Mall. It’s stuff that you can have a few drinks with your friends, watch it and just be like: “How did this ever get made?” And I do love a little bit of trashy TV. So, The Simple Life starring Paris Hilton and Nicole Richie was so big when I was going through school and to be able to re-watch that… iconic.

Mediaweek: The title that everyone mentions seeing is Titanic 2. Have you watched it?

Bucky: I haven’t watched it. I’ve read the blurb and I was like: “Well, I have to save that for a special night. And I haven’t got to the special night yet.

I believe it’s set 100 years after the Titanic disaster. So, it’s not like Jack is clinging on to the door and that’s the beginning of the movie.”

Mediaweek: What’s the most surprising thing you have seen?

The thing about Tubi is it really is like a rabbit hole. You just Google something you kind of like on there or go on Tubi and search for something you like there. And you just find all these random, random things related to it.

And then you spend seven or eight hours. I love Michael Jackson, right? And I was like, I wonder if there’s anything Michael Jackson-like. And they’ve got this Michael Jackson documentary on there called, I think it’s called Ungloved.

And I spent like half an hour watching that. And I’m just like, I didn’t even plan to watch a documentary today. Whatever your interest is, you can usually find something on Tubi that relates to it.

Mediaweek: When people ask you, what is a Tubi? How do you explain it?

Bucky: It’s like every other streaming service, but it’s completely free.

And you can’t get a better deal than free these days. I’d say it’s full of not only good content, but also random content. Just go on there and have a look and you’ll find something you like.

And it’s free. The woman who just took part in our quiz today, she was like, “I didn’t even know what Tubi was”. She was saying: “we always just have one streaming service for a month because we can’t afford others.”

And I was like: “Now you can have Tubi for free all the time and get your kids entertained.” And she was like: “Yeah, that’s a win.” She also won a $300 voucher.

Mediaweek: What makes for a good quizmaster?

Bucky: I think the ability to just roll with the punches. And if something goes wrong, to make light of it. Because at the end of the day, we just need to have fun and entertain people.

Mediaweek: How did you prepare for today? Did you load up YouTube for examples?

Bucky: I didn’t actually. No. But I grew up watching people like Larry Emdur. Who else did I love? Burgo. They were my quiz show icons. Hopefully I had a little bit of Larry in me today. That sounds bad.

Mediaweek: Have you watched any game shows on Tubi?

Bucky: I’m sure there are some. But I haven’t.

I’m too busy watching things like Titanic 2 and Michael Jackson.

Mediaweek: May I recommend loading up Tubi’s greatest game show? The compilation TV’s Greatest Game Shows.

Bucky: They’ll have to do an updated version and see if we make it in.

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Liana Dubois, a seasoned commercial and creative executive who was most recently the chief marketing officer at Nine Entertainment, has joined global production management company Entertainment Partners as its new managing director of Australia and New Zealand.

Her appointment ushers in a new chapter of leadership in what the company described as one of the world’s most dynamic production markets.

Dubois has over 25 years of experience in media and entertainment, including 12 years at Nine. There, she unified 19 brands into a cohesive ecosystem, introduced emerging technologies including AI into marketing and operations, and developed integrated creative and commercial strategies that strengthened audience engagement and advertiser partnerships.

Last year, Nine Entertainment refreshed its operating model, resulting in Dubois’ departure, among other executives.

President and CEO of Entertainment Partners, Markham L. Goldstein, said her appointment reflects the company’s long-term commitment to the Australian and New Zealand production communities.

“She has an outstanding record of creative and commercial leadership, and with Australia and New Zealand continuing to grow as global production hubs, Liana’s leadership and deep industry experience position us perfectly to serve our clients and partners in even greater ways.”

Dubois succeeds Jane Corden, who will be retiring at the end of the year. The pair will work closely together through a transition period to ensure a seamless handover.

“I’m incredibly honoured to be joining Entertainment Partners at such a pivotal time for the industry,” Dubois said.

“Australia and New Zealand are not only creative powerhouses but increasingly central to global production. What drew me to EP is its people-first culture and commitment to innovation, helping productions run smarter, more efficiently and more inclusively.

“I’m excited to build on the strong foundation Jane and the team have created, and to work alongside our clients and partners to shape the next chapter of growth for the region.”

Beyond her corporate career, Liana contributes her expertise through advisory and board roles for organisations focused on inclusion, community impact and media excellence, including Women in Media Australia and Inclusively Made.

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Digital outdoor media leader QMS has announced the appointment of Ben Gibb as National Sales Director, New Zealand, effective January 2026.

Reporting to QMS Chief Sales Officer, Tim Murphy, Gibb will lead the sales function for QMS’ growing New Zealand out-of-home (OOH) business, overseeing sales strategy, client partnerships, and revenue growth.

The appointment comes as QMS continues to integrate and transition the MediaWorks OOH division under its own brand.

A respected figure in the New Zealand media landscape, Gibb brings more than 20 years’ experience across television, digital, magazines, and OOH.

He joins QMS from Sky New Zealand, where he was Head of Ad Sales, and has previously held senior roles at oOh!media, Adshel, and Yahoo.

Murphy said Gibb’s appointment marked a major milestone for QMS’ expansion across the Tasman.

“Ben is a significant hire for us – in every way,” Murphy said. “He’s one of the most respected operators in the New Zealand market and his experience, reputation and leadership will play a key role in building the QMS brand across our leading portfolio of assets, including Auckland Transport’s four prized out-of-home concessions: vehicular-based media, transport hubs, billboards and the newly appointed street furniture network.

“His deep understanding of both the OOH and media landscapes will be invaluable as we transform our offering, providing greater opportunities for our media agency partners and their clients to plan and buy across New Zealand’s #1 OOH network.”

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Arnott’s has unveiled The Bikkie Belt, a new wearable snack holster designed to keep fans’ favourite biscuits within reach, as part of its ongoing partnership with The Block and Network Nine.

The tongue-in-cheek “snackwear” item premiered during last night’s episode of the renovation series, marking the latest brand integration between Arnott’s and The Block. It follows previous activations such as Big Bikkies – which offered $10,000 for every perfect renovation score – and the Tradie Treat Trailer.

Developed by Saatchi & Saatchi and Spark Foundry, both part of Publicis Groupe’s The Neighbourhood, the campaign extends Arnott’s brand presence both on-screen and in real-world engagement. Each pocket of *The Bikkie Belt* is designed to fit a different Arnott’s snack, from Tim Tams to Monte Carlos, reflecting research that found nearly nine in ten Australian tradies and DIYers snack while working.

The belt was showcased in a themed challenge on The Block, where contestants competed for a $10,000 prize and their own limited-edition belt. Fans can also enter online to win one of the collectible items at arnotts.com/bikkiebelt.

Jenni Dill, CMO, The Arnott’s Group, said the activation builds on the brand’s connection with viewers. “Our partnership with The Block has always been about creating moments that resonate with fans,” Dill said. “With the Bikkie Belt, we wanted to celebrate the everyday rituals of tradies, DIYers, and Arnott’s lovers alike.”

Toby Aldred, Managing Director of Saatchi & Saatchi and Chief Client Officer of The Neighbourhood, said the concept was designed to bridge creativity and practicality. “We wanted to create something that felt authentically Arnott’s, but was also genuinely useful and a little bit hilarious,” Aldred said. “The Bikkie Belt is a celebration of Aussie ingenuity, tradie culture, and of course, biscuits.”

The integrated campaign spans PR, digital, and influencer engagement, targeting renovation enthusiasts, tradies, and The Block’s fan base. Execution was led by Saatchi & Saatchi (creative), Spark Foundry (media), and Herd MSL (PR and influencer).

Campaign credits:
Client: The Arnott’s Group
Creative: Saatchi & Saatchi
Media: Spark Foundry
PR: Herd MSL

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GWM has launched the Tank 500 Plug-in Hybrid under the rallying cry ‘Be More Tank’, in new work created by independent agency Thinkerbell. The campaign builds on GWM’s brand platform ‘Go With More’, continuing a string of new model launches for the brand this year.

The campaign seeks to inspire Australians and New Zealanders to embrace adventure and rediscover their outdoor spirit. The Tank 500 Plug-in Hybrid features the brand’s Hi4-T 4×4 technology and multiple intuitive off-road driving modes designed to make rugged exploration more accessible.

As part of the campaign rollout, GWM is activating Australia’s growing Tank Clubs, which have organically developed across social media platforms. Members will be invited to share user-generated content that embodies the ‘Be More Tank’ mindset, with selected clips to be edited into the hero film.

“In the Tank 500 Plug-in Hybrid, you can get out there and BE MORE TANK thanks to the global tech innovation of our Hybrid Intelligent 4WD (Hi4T) system which sets a new benchmark in performance for electrified off-roaders,” said Steve Maciver, Head of Marketing and Communications at GWM.

Sean McNicholas, Head Tinker at Thinkerbell, added: “We are not just launching a machine, but a mantra that can be whispered to yourself (and shouted at others) when it’s time to stand up and have a crack at the next adventure. It’s a banner the entire GWM Tank range can sit proudly under for years to come.”

The work went live across TV, BVOD, digital screens, and outdoor this week, supported by a hero film directed by Adam Stevens through Good Oil, with sound by Electric Sheep.

Credits:
Creative agency: Thinkerbell
Client: GWM
Production: Good Oil
Director: Adam Stevens
Soundhouse: Electric Sheep

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