By Barry O’Brien OAM, chairman at Atomic 212°

Every four years, around this time of the year, a familiar debate is heard between media agencies and their clients: “What we do about the Olympic and Paralympic Games later this year? Do we invest or do we hold our money?”

To me, the answer is pretty simple: the Olympics are one of the greatest shows on earth, they are a great marketing platform and a sound investment, and we will encourage our clients to be part of both the Paris Olympics from 26 July 26 to 11 August and Paralympics from 28 August to 8 September. Why? Let me explain.

If the great Matildas have taught us anything over the past two years, it’s that large audiences will be delivered when top-level Australian sports stars compete at the highest level. Australians love cheering on Australians in sporting competitions. They particularly love it when they win and they don’t even really mind when they lose (as the Matildas also taught us).

Heading into the Paris Games, our Olympic and Paralympics teams have a big number of strong medal contenders across various sports including swimming, rowing, sailing, shooting, skateboarding, diving, basketball and wheelchair basketball, rugby and wheelchair rugby, cycling, canoeing, boxing, BMX, hockey, equestrian, surfing, golf, football with the Matildas and the newly-added sport called breaking, which should be a real highlight.

A lot of Australians will be watching, reading about and listening to the Paris games. Nine’s television, audio, publishing and digital assets will deliver extensive and around-the-clock coverage (mainly free), while the QMS out of home Paris screen network will reach 80% of Australian adults, particularly as they commute to work.

Both Nine and QMS have created affordable packages for marketers who want to get involved with Paris 2024. They aren’t cheap, but both media owners are prepared to be flexible and work with partners to achieve what they need. Besides, Olympics ad packages shouldn’t be cheap: the Olympics is one of the greatest brands in the world, with a proven ability to boost sales, brand awareness, brand association and so on.

As media planners and buyers, we know that sport delivers the highest level of engagement and drives higher recall than any other content. The Olympics and Paralympics always deliver very premium, don’t miss content and big audiences, regardless of time zone differences.

Sport allows brands to connect seamlessly and contextually across large media platforms reaching highly engaged, passionate fans and audiences across moments of unrivalled impact and cultural significance.

And sport is the great leveller: it unites people regardless of their background as they cheer for their team, country or favourite athlete. When the Paris Games kick off, they will deliver amazing achievements, near misses and disappointments, and “Did you see that!” moments that we will all share, as the world’s best athletes across many sporting categories do their best for themselves, their families and their countries.

The Olympics and Paralympics are about commitment, sacrifice and the journey. They inspire and represent inclusiveness and equality, showcasing the value of doing one’s best and living up to the values and spirit of the Olympics. What brand wouldn’t want to be part of that?

NITV show Living Black is more important than ever for First Nations people, host Karla Grant told Mediaweek ahead of the show’s season premiere tonight.

“After a failed Referendum in 2023, it goes to show that there is more education, understanding and awareness needed of Indigenous issues in the wider community,” Western Arrernte woman Grant said.

“While First Nations peoples still face disadvantage in this country, occupy prisons and juvenile detention centres, die in custody, experience poor health outcomes, still struggle to get a good education, live in overcrowded housing, face racism in our own country – there will always be a need for a program like Living Black to continue to shine a light on these issues and hold governments, politicians and leaders to account.”

Karla Grant and Andy Saunders

Now in its 31st season, Living Black is Australia’s longest-running Indigenous current affairs television program.

This 14-episode season will include guests such as musician Emily Wurramara, comedian Andy Saunders, former entertainer and radio broadcaster Candy Devine, photographer Barabra McGrady, artist Blak Douglas, and Cherokee chef, caterer and student of traditional Indigenous cuisines Nico Albert Williams (ᏣᎳᎩᎯ ᎠᏰᎵ Cherokee Nation). 

Grant said her interview with Williams raised similarities between Aboriginal and Torres Strait Islander peoples’ experiences and those of Native Americans, including moves towards Treaties in Australia. 

“Nico talks about food sovereignty and the value of recognising and cooking with native ingredients. There are many parallels between First Nations peoples globally, from cultural practices to topical social justice issues, and this interview scratches the surface, with other great, international stories still to come,” she said.

Powerful investigations will also take centre stage this season, such as uncovering the ‘black cladding’ of businesses across the country – Supply Nation defines ‘black cladding’ as “a non-Indigenous business entity or individual taking unfair advantage of an Indigenous business entity or individual for the purpose of gaining access to otherwise inaccessible Indigenous procurement policies or contracts” – and the impact of the Aboriginal Housing Company’s redevelopment of The Block in Redfern. 

Karla Grant and Barbara McGrady

After 21 years on air and 30 seasons, Grant believes audiences keep coming back to the program because it is a trusted and respected source of information. 

“We have built that trust and respect over many years with our people and communities – they know we will do the right thing by them when we tell their stories and that we take great care when we interview each and every person.

“We have been there shining a light on Indigenous issues when no one else was and told those stories with a great deal of sensitivity and audiences I feel can see that.”

Living Black premieres tonight, Monday 22 April, at 8.30pm on NITV and continues weekly. It is also available to stream for free on SBS On Demand.

See also: Manu Feildel headlines new season of Who Do You Think You Are? on SBS

Many of Sian Whitnall’s ideas about what it means to grow have changed over the years, with the co-CEO at OMD Australia saying, “you can grow without having to move forward.”

Speaking to Mediaweek, Whitnall said OMD is in a unique position of having two co-CEOs – a role she shares with Laura Nice.

“We have dual leadership models across the whole organisation. Dual leadership models really only work if you’re able to get to the point where you can inherently understand the ‘co’ part of who you’re working with, and the whole business is, I feel, benefiting from that.”

As far as mentorship within OMD goes, Whitnall said the team is working to invest in programmes that make sure everybody has the ability to be mentored. 

“We’re trying to do that nationally to make sure that it becomes really accessible, because I’m truly passionate about the fact that experiences and shared experiences are what drives us forward. 

“You need to make sure that everybody has the opportunity to talk, engage, and share.”

Whitnall was a guest on The Growth Distillery vodcast, where she reflected on how navigating her daughter’s health journey has impacted her. Whitnall told News Corp Australia’s director of the Growth Intelligence Centre and independent think tank The Growth Distillery, Dan Krigstein, that, “My previous perspective on growth was the new title, new role, new job, moving upwards – the glitter.

Dan Krigstein and Sian Whitnall

“I also wanted to be the youngest account manager, which wasn’t going to help anyone, because I truly believe that you need to have lived experience to become the full package.”

Since then, Whitnall said that she now lives by the principle that “everything’s a learning moment – which sounds a bit of a cliche, but it’s true. Nobody is a finished article.

“Everybody has their own story, everyone has their own journey, and everyone has their own perception. Understanding what somebody else’s motivation is is a really interesting skill to have.”

Whitnall also told Mediaweek that being a part of the vodcast was “an opportunity to be able to pay it forward” after completing The Marketing Academy.

“The Marketing Academy allowed me to better understand myself, and then in turn, build that into my leadership. That is one of the reasons I thought it was good to share my story.”

–

Top Image: Sian Whitnall

By Kim Portrate, CEO at ThinkTV

After a period of substantial change, television is thriving. Accessible to all, stable audiences are watching a unique blend of content that continues to reflect our community making it central to the lives of Australians.

It’s a medium that has demonstrated it will adapt and grow to meet the needs and tastes of us all, including advertisers of every scale and ambition.

For starters, there’s the undeniable reach and significance of TV. With an audience of more than 19 million engaged Australians weekly, it’s more than the number of active Aussies on Facebook and TikTok. So when we say TV is for everyone, we know it’s true.

And advertisers know it too, especially when it comes to the demographic inclusivity of television. Around 50% of 18 to 24-year-old Aussies tune in to television, a figure that’s impressive given all the distractions vying for their attention and a testament to the continued relevance of TV in the lives of Australians.

The reason so many Australians continue to engage with TV, week in and week out, is the varied and rich content it offers. From the thrill of live sports and the immediacy of news to the immersive worlds of drama, TV reflects the multitude of interests that span our community. Consider the enduring appeal of local dramas which not only entertain but contribute significantly to our economy – Home and Away, anyone? – distinguishing themselves from dramas on streaming networks that look good but add little to boost our local market.

Television has a unique way of bringing people together with programs like The Chase and The Tipping Point coming to mind. In my house, these two shows don’t just reflect, they capture the competitive spirit that is part of our national identity. And we’re not alone in the Portrate household in that we can’t make dinner without watching The Chase. These programs consistently rank in the top 10 most viewed because they make good telly.

Of course, we can’t overlook ratings juggernauts such as Married at First Sight, I’m a Celebrity… Get Me Out of Here! and Australian Idol. These blockbusters consistently pull in Aussie audiences north of a million. I challenge you to show me a YouTube video that has viewers gathered around a screen all at once like that.

That communal aspect of television is at the heart of its broad appeal. Whether it’s family members enjoying a favourite show together, or individually – we get it,
teenagers wouldn’t be caught dead watching with their uncool parents – there’s a clear pathway between communal experience and personal indulgence where no one misses out.

When it comes to advertising, the TV landscape is equally promising and inclusive. TV, unique among video options, offers unparalleled opportunities for advertisers, regardless of their size or budget. The platform’s vast reach – and velocity – coupled with the sophisticated targeting options of broadcast video on demand (BVOD) enable businesses to connect with audiences while tailoring their message to specific local communities.

Platforms such as Nine’s Ad Manager democratise access to TV advertising, making it feasible for start-ups and small businesses to harness the power of television to grow their brands. This accessibility underlines TV’s role not just as a broadcaster of content, but as a partner in growth for businesses looking to make their mark.

For advertisers on the hunt for innovative and effective ways to reach their target audiences, they need not look much further than TV. There’s plenty of evidence to support making it the cornerstone of your media investment. Whether you’re a new online enterprise or a well-established brand, TV offers the scale, flexibility, and creative potential to bring your message home. There’s a place for you in the world of television with a modest budget or an expansive one.

Television is a rich tapestry woven from the threads of Australian society. It reflects our passions, our interests, and our stories, making it a medium that belongs to everyone.

Whether you’re looking to be entertained, informed, or connected, TV has something for you. And for advertisers, big or small, it offers a canvas as vast and varied as the audience it serves.

See also: As marketing budgets contract, beware temptation to save with channel substitution

Australian cashback platform Cashrewards is on the hunt for a new chief marketing officer.

In February, Mediaweek revealed Cashrewards’ then-CMO Nicole Bardsley had left to become head of marketing at Uber, Uber Eats, and Uber Car Share ANZ. Bardsley was at Cashrewards for two years, joining in January 2022. 

Cashrewards is the country’s biggest cashback platform, with 2 million members and more than 2,000 retail brand partners including Apple, Amazon, Myer, Liquorland, Adidas, Bonds, Target, Booking.com and The Iconic. In her time at the brand, Bardsley led her team to reposition and modernise the brand, improve the customer experience, and create a new investment strategy.

Nicole Bardsley

Bardsley is not the only member of the Cashreward’s marketing team to depart the company recently. Around the same time she began the CMO role, the business named Matthew Poulier – formerly of Westpac, M&C Saatchi, and DDB – as its head of brand.

However, Poulier left the business in January to become global head of brand and content at cloud-based HR, payroll and benefits platform, Employment Hero. In January, Cashrewards named Lachlan Brahe as its general manager of retail media.

According to the the CMO job posting on LinkedIn, listed last week, the role involves leading the marketing efforts at Cashrewards with a focus on promoting a “Cashrewards-first” approach.

“The Chief Marketing Officer (CMO) is a pivotal role on the Cashrewards Executive Team responsible for shaping the organisation’s marketing strategy, planning marketing investment, driving customer acquisition and retention efforts and overseeing the execution of all marketing campaigns and initiatives,” the ad reads.

“The CMO plays a critical role in driving business growth, building brand value, contributing to revenue growth and achieving business objectives. As the voice of the customer on the executive team, the CMO is responsible for shaping the ideal customer experience and identifying insights to continually evolve and enhance the product experience for both members and merchants.”

Responsibilities include mentoring a high-performing marketing team, developing comprehensive marketing strategies covering brand management, customer engagement, growth, and more.

It also involves managing the marketing budget efficiently, utilising data-driven insights, fostering a performance-driven culture, and ensuring compliance with legal and regulatory standards.

See also: 
Uber snares Nicole Bardsley as head of marketing
Cashrewards appoints Jaywing for search engine optimisation to drive acquisition

Just seven days before The Kyle and Jackie O Show explodes onto the Melbourne airwaves, ARN has appointed Lachy Mansell to a key role on the show.

The name may not mean much, but Mansell is known to Kyle and Jackie fans and reality TV addicts. He also has an audience from his most recent job as daytime announcer at ARN’s Power FM in Ballarat.

Reality TV winner

Kyle and Jackie often cross to Lachy Mansell for updates on what he has been up to. After his success on a Nine version of The Beauty and the Geek, Mansell worked as a producer on the breakfast show and worked for the street team.

Mansell charmed his way to the top as champion of the 2021 version of The Beauty and the Geek.

They may not have found romance together on Beauty and the Geek 2021, but winning couple Lachlan and Kiera Johnstone admit they’ve formed a connection just as meaningful, Nine.com.au reported at the time.

“I wanted to find love on this show, and we weren’t romantically in love or anything like that but I love Lachlan. The love that we do have for each other, you want to say platonic, but it’s more than that,” Kiera aid.

After that reality TV victory he took up work at ARN at KIIS 106.5.

Keira and Lachy in a tender moment from The Beauty and the Geek

Fast cars: Lachy Mansell’s side hustle

In addition to his media work, Mansell has a side hustle that keeps him busy – especially on weekends.

Chequered Flag Media was launched in 2007 by Mansell. The business offers media, communications and public relations services specialising in the motor racing industry.

Detailing specifically what the business can offer, Mansell said:

Motorsport competitors committed to pursuing a professional career in the sport
Motorsport series that want to stand out from all the others
Teams, motorsport services and other businesses (including sponsors) that want to derive value from their investment in the sport.

Mansell first worked for others in motorsport starting at the Winton Motor Raceway in northern Victoria just over a decade ago. He then worked in PR and later became media manager for Benalla Auto Club Group. He also works as a motorsport commentator and journalist.

Kyle and Jackie with their new Melbourne presenter, Lachy Mansell

Lachy’s new radio gig

Mansell will be the first fulltime Melbourne-based producer for The Kyle and Jackie O Show.

“Pumped to be part of the next chapter for K&J as they expand into another capital city,” he said about the role.

“A massive thank you to the 103.1 Power FM Ballarat team for all their support over the last 10 months. The skills I learned as a radio announcer will be invaluable in my new role.”

After he first got a gig with KIIS in 2021, Lachy said: “Massive thanks to Kyle, Jackie & the entire KIIS 1065 team for bringing me on board. What was initially a very temporary appearance off the back of my reality TV exploits has turned into a much longer-term role, and something that certainly wasn’t on my radar at the start of 2021. As well as being an amazing professional opportunity, it’s also contributed to the (very positive) transformation of my social life.”

The Kyle and Jackie O Show launches on Melbourne’s KIIS 101.1 on Monday April 29.

See also: Melbourne Radio Ratings 2024 Survey 2 – Kyle and Jackie O to start with 6.4% share

ARN is planning the biggest overhaul of commercial FM radio in 25 years. Yet until that happens, it is business as usual for the network.

Helping guide Mediaweek through how the company’s stations performed in Survey 2, 2025 is chief content officer Duncan Campbell.

Keeping Kyle and Jackie O #1

The Sydney hosts of the KIIS 106.5 breakfast show racked up their 42nd consecutive radio ratings victory last week. The show has the biggest audience in one market of any Australian radio show – 834,000. And they want to grow it bigger!

Ahead of their Melbourne launch on April 29, ARN is not about to leave anything to chance.

Duncan Campbell told Mediaweek they are not taking anything for granted when it comes to K&J’s second city. “We are researching the market and that has identified the issues in Melbourne. There is a perceptual issue based on people who aren’t listeners. From a marketing point of view we need to change perceptions of the show.”

ARN’s KIIS and Gold networks have a lot more to offer than just Kyle and Jackie.

Australia’s best radio ratings coverage: Every market, every network, every station

National drive with Will and Woody

The KIIS national drive team Will and Woody are currently #1 overall in Sydney and Adelaide and have a national drive share of 10%. “They have done very well and in a way are our quiet achievers,” said Campbell.

“Will and Woody stepped up just over two years ago when they became more commercially friendly and worked closely with the sales teams. They get involved in client meetings and take sales campaigns very seriously.

“They also found their rhythm from a content perspective. As audiences got to know them over time, they have built up a loyal fan base.”

Campbell recalled the day of his clandestine first meeting with the announcers. “From that day we first met them in Perth, at a secret location, we talked about giving them a national platform. In the years since have achieved considerable success.”

Success of a drive show is often linked to the strength of the breakfast show. Campbell noted what Kyle and Jackie O do in Sydney is provide the drive show with cume. “Will and Woody have to convert those listeners. There is no such thing as an automatic listen.

“If Kyle and Jackie O do well in Melbourne that will provide more cume for Will and Woody and if they can convert them, they should improve there as well.

“Drive can also help breakfast when people get out of their car with KIIS on the radio. It’s a two-way street with both dayparts feeding audience to the station.”

Clairsy and Lisa, Max and Ali, Robin and Kip
Top: Kyle and Jackie, Will and Woody

Brisbane with Robin and Kip

Campbell said earlier this year ARN focused on three stations – WSFM, 97.3 and Mix 102.3. All of them did well in this survey.

The breakfast share for Robin and Kip lifted this survey. “We had a bit of a reset and went for a back-to-basics approach for them. The show lifted a little this survey and we think that improvement can continue. Some of the basic principles of radio can be overlooked at times. We looked at that and the team responded which is great.”

Adelaide with Max and Ali

“We reset the strategy in Adelaide at the beginning of the year,” said Campbell about Mix 102.5. “We changed the dynamic of the show for the audience to better understand the two hosts. Max Burford has transformed the way he works which was the right move. Ali Clarke has always been a great broadcaster and together now they are producing some great results. Both the station and breakfast went up, so we are very happy with Adelaide.”

Perth with Clairsy and Lisa

96FM is sold to advertisers as part of the KIIS network, but its music means it also attracts some of the same sort of audience as Gold and WSFM. Hosting breakfast are long-time Perth presenters Lisa Shaw and Dean Clairs.

“The result this survey was flat. But that was a good outcome given the dip the station took in Survey 1. It is now well positioned to have an increase next survey. It would be good to get it back to being #2 in Perth.”

ARN hopes to acquire the Triple M network from SCA soon. What could that mean for 96FM, we asked Campbell. “We wouldn’t reposition the station,” Campbell said. “It would be crazy to reposition what is close to the #2 station in Perth.”

Jonesy and Amanda, Christian O’Connell

Gold…but not in all dayparts

The Melbourne FM leader had another good survey. Afternoon with Toni Tenaglia is #1 overall in the market. So is drive with Higgo. Yet Christian O’Connell at breakfast was unable to steal back top FM spot from Fox. “The Melbourne market is about to really heat up. It’s always been very competitive. Fox has consistently been stronger in the back half of 2023 and this year. Smooth too had a good book which has put a bit of pressure on Gold breakfast.

“Christian was in this position last year and he will bounce back. There is a strong content plan in place in addition to a strong marketing strategy. Gold is a very strong station, it just didn’t continue like we thought it would after Survey 1.”

WSFM with Jonesy and Amanda

Another good survey at the Sydney station shows how much breakfast with Jonesy and Amanda fluctuates in the survey results. Campbell explained why.

“They share some of the audience with Smooth which is a very strong station in Sydney. It’s a marketing-driven AC format. To keep it top of mind you need to continually market it. WSFM is vulnerable to that when we don’t market the station as strongly as Smooth. It did recover well this survey thanks in part to some great content on WSFM breakfast.”

Former KIIS hosts Jase and Lauren in their new Nova home

Nova 100 with Jase and Lauren

No, this isn’t an ARN acquisition in the big radio shakeup. But as a former ARN property that was put together by Campbell, we asked about Jase and Lauren’s initial Nova survey result.

“I don’t want to sound unfair when I say this, but the survey only had three weeks of them in it. It’s a little premature to allocate the whole result to them. What it does show is that there is a fair bit of churn around at the moment.”

Virgin Australia has rolled out the next phase of its ‘Bring on Wonderful’ brand platform, first introduced in 2022, via creative agency, Special.

The campaign story is told through the eyes of a typically reluctant teenager about to embark on a family holiday, who is pleasantly surprised by the airline‘s baggage handlers spontaneously breaking out into a dance.

The campaign will be in-market for six weeks, rolling out across TV, outdoor and digital.

Virgin added that over the past year, it has consistently invested in customer innovation to align with the brand platform. This includes introducing features like baggage tracking technology, Apple Pay, and Rapid Rebook, a self-service tool for managing disruptions. The airline also recently revealed plans to become the first in Australia to allow pets onboard flights. 

Virgin staff have been recognised with Airline Ratings’ Best Cabin Crew award for six consecutive years.

The campaign follows a number of new campaigns from Special, including Special PR partnering with Pepsi to launch ‘The Pepsi Pulse Runway Collection’, and reintroducing the ANZ Falcon.

See also: 
Pepsi launches new look in first major work with Special PR
ANZ falcon returns in ‘DoppelFalcons’ via Special and PHD

Credits:

Virgin Australia Group 
Libby Minogue: Chief marketing officer
Paul Jones:  Chief customer and digital Officer
Ange Grant: Head of group paid media
Erina Chapman: Brand marketing leader
Summer Skelton: Brand marketing specialist

Special Australia
Tom Martin and Julian Schreiber: Chief creative officers
Simon Gibson and Nils Eberhardt: Group Creative Directors    
Dave Hartmann: Strategy partner
Tori Lopez: Managing director
Rachel McEwen: Team lead
Greig Carlow: Business director
Brynee Roche: Business manager
Abbie Dubin-Rhodin: Senior strategy director
Sevda Cemo: Executive producer
Alyce Guy: Senior film producer
Nick Lilley: Head of stills production

PHD
Erin Hudson: Group business director
Remi Baker: Head of strategy – Sydney
Jeremy Hooper: Business director
Riya Thakerar: Planning director
Hugh Davidson: Investment manager
Lauren Sawyer: Planning manager
Lily Trainor: Senior digital manager

Production Company – Exit Films
Stefan Hunt: Director
Leah Churchill-Brown: Executive producer
Alice Grant: Producer
Vanessa Marian: Choreographer

Edit House – ARC Edit
Lucas Baynes: Offline editor
Harrison Carr Assistant: Offline Editor
Kani Saib: Post producer – offline

Post Production – Alt VFX
Dave Edwards:  Post production and VFX supervisor
Martina Joison: Post producer VFX and online

Music – Sonar
Jono Ma: Music composition
Louis Moore: Music producer

Sound – Rumble Studios
Daniel William: Sound designer
Siena Mascheretti: Audio post producer

Photography – Pool Collective
Ingvar Kenne:  Photographer
Lauren Simpson: Producer

A year since the passing of Father Bob Maguire, the Australian Roman Catholic priest from South Melbourne renowned for his community work and media presence, Father Bob’s Foundation has undergone a brand refresh via creative agency Thinkerbell.

Thinkerbell created and designed the rebrand, which included a new logo that aims to highlight Father Bob’s rebellious spirit. It also includes branding assets and his famous sayings incorporated across the Foundation’s communications, most notably his core belief that “nobody should be left behind.”

Thinkerbell founder Adam Ferrier said that the team wanted to honour Father Bob’s legacy “by capturing the strength of the Foundation with his defiant spirit throughout the Foundation’s materials.”

“We wanted the logo to encapsulate his bold ‘punk in priest’s clothing’ character to express his passion for leaving no one behind,” he said.

Chairman of Father Bob’s Foundation, Adrian Kinderis, said with his passing, the foundation carries the responsibility of upholding the legacy of its namesake: addressing food and emotional poverty.

“With mental health concerns and the cost-of-living crisis at worrying levels, these issues coupled with social isolation and loneliness, we are seeing the work of the Foundation expand beyond the traditional Port Phillip boundaries,” he said.

“Father Bob’s Foundation’s job moving forward is to crystallise its purpose in the absence of its dynamic leader.”

The brand refresh for Father Bob’s Foundations follows a string of recent work by Thinkerbell, including a mid-autumn campaign with Lion for XXXX Summer Bright Lager, as well as a social series featuring US rapper Latto for Menulog.

See also:
XXXX is ‘summer beer you can drink all year’ in latest from Thinkerbell
Rapper Latto ‘Talks Snacks’ in Thinkerbell’s latest for Menulog

Credits:
Brand strategy: Thinkerbell
Head craft Tinker: Keir Vaughan
Lead design Tinker: Jared McDowell
Head of studio: Jamie Lane
Thinker:  Alex McNamara

Last night, Debate Club asked the question: Creative versus data – which contributes more to campaign success?

Fabulate’s Steph Darmanin, Mediaocean’s Jack Scrivener, and Adform’s Sara Muller argued for creativity, while, iProspect’s Heloise Parlett, Just Egg’s Alex Martin, and Uber’s Julia Edwards made the case for data.

IAB’s Gai Le Roy, Futur’s Willian Vargas, Criteo’s Taran Singh and Nola Solomon, Flashtalking’s Georgia Brammer, and Mediaweek‘s chief growth director Ricky Chanana made up the judging panel.

While the respective arguments for creative and data were compelling, the audience and judges ultimately voted in favour of the creative team.

Arguing for the creative side, Scrivener highlighted the infamous Pepsi commercial featuring Kendall Jenner, which he noted was “fed by data”.

“This campaign touched on a very emotional and very important movement, the Black Lives Matter movement; it was completely tone-deaf and completely tanked.

“So, if they have the best data in the world, and the creative they ran was completely tone-deaf, and this creative was fed in by the data and led to millions of losses, was this data wrong?

“The creative is what will make or break your campaign.”

Darmanin cemented the case for creative, adding: “Data can be useful, but only through the story we give it, coloured by our personal experiences and interpretation.

“Data only becomes valuable when transmitted through our creative vision. Something that I thought was really beautiful is that creativity is the oxygen of marketing. People are more likely to purchase if they’re emotionally connected to a brand. I would say that the creative aspects of the campaign are the secret sauce to winning your audience over.”

Debate Club’s partners include Mediaweek, and IAB Australia, with the first debate of the year held in Feburary.

That debate – will programmatic rule in 2029? – featured Chanana as a debater, who argued for the rapid adoption of programmatic in traditional media channels such as out of home and connected TV alongside Caitlin Huskins, commercial director at Azerion JAPAC, and Hillary Xu, senior DV360 Lead at Google.

“The point we’re trying to make here is [that programmatic] will be the default. That means 90-95% of all buying will go to programmatic by default,” Chanana argued.

See also: Advertising Debate Club: Will programmatic rule in 2029?

Meta has launched its free virtual assistant, Meta AI, for users in Australia across Facebook, Instagram, WhatsApp and Messenger.

Meta AI is a free virtual assistant that Met said can help “answer questions, inspire creativity, research, plan a trip, write a photo caption and more”. It can be found across the company’s apps as a blue circle icon or by typing @meta ai within chats.

Mark Zuckerberg, founder and CEO at Meta, said in a video on Facebook that the tech company’s goal is to “build the world’s leading AI and make it available to everyone.”
 
He said that the virtual assistant AI has been upgraded with Llama 3, the company’s new AI model, which is being open-sourced. Zuckerberg said: “The bottom line is that we believe that Meta AI is now the most intelligent AI assistant that you can freely use.”

He noted that Meta AI has integrated real-time knowledge from Google and Bing into answers and that access to it across its apps is being made easier.

“We built into the search box that’s right at the top of WhatsApp, Instagram, Facebook and Messenger so anytime you have a question you can just ask it right there and we built a new website, Meta.AI, for using it from the web.”

Zuckerberg also noted that they are releasing new creation features. “Meta AI now creates animations and it now creates high quality images so fast that it actually generates and updates images for you in real time as you were typing,” he said in the video. This feature will first roll out in the US on WhatsApp and the Meta AI web experience.

He explained that the company is “investing massively” in building AI and that responsibly open sourcing its models is an important part of the company’s approach.

“The tech industry has shown over and over that open source leads to better safer and more secure products, faster innovation and a healthier market Beyond improving meta products these models have the potential to help unlock progress in fields like science, healthcare and more.”

William Easton, managing director of Meta Australia and New Zealand, said: “We’re excited to bring Meta AI, one of the world’s leading AI assistants to our Australian and New Zealand users across Facebook, Instagram, Messenger and WhatsApp.

“Built with Meta Llama 3, Meta AI will be available for free, so millions of people can use it to get things done and access real-time information, without having to leave the app they’re using. Australia and New Zealand are some of the first countries outside of the US to get access to Meta AI, and we can’t wait to see how it enhances people’s lives.”

By Jason Leonidas, Vice President of South Pacific region at New Relic

Live sports are a global phenomenon, bringing fans together to witness moments of awe-inspiring skill and heart-stopping suspense. The surge in demand for live sports coverage during major events is undeniable, and broadcasters must ensure they are prepared to meet this demand.

Looking to the 2024 Paris Olympics, new innovations and technologies have set the stage for the most immersive games in Olympic history, which will redefine how viewers experience this global event. Imagine the agony of missing a game-winning shot because your streaming service falters, or the action on the field being eclipsed by buffering screens and frozen replays.

In this era of technology-driven experiences, observability stands out as the game-changer that can elevate the viewing experience and take live sports to the next level.

Observability for the win

Observability provides a granular view into the entire technology stack and the ability to gain insights into its performance and health. It encompasses monitoring, tracking, and analysing various components such as servers, networks, applications, and user experiences in real-time.

A robust observability platform allows broadcasters to anticipate these surges in demand by analysing historical data and sporting event schedules, and proactively scaling resources accordingly. This approach ensures smooth streaming, even during peak viewership times; allowing fans to witness every nail-biting moment.

With the nation’s passion for live sports far from abating, having a strong observability platform is not just an advantage – it’s a necessity. Paris 2024 is expected to produce over 11,000+ hours of broadcast coverage available over the 17 days of the games. Observability enables broadcasters through their digital platforms to put those 11,000+ hours of sports online and meet the viewing demand of a wide range of sports.

This presents a huge opportunity for broadcasters to capitalise on this content as much as possible over these 17 days and reach a wide spectrum of sporting fans.

Scaling to stream billions of minutes of live sporting events

It is paramount for media and entertainment platforms to deliver an engaging and uninterrupted user experience for every single viewer across every device – laptop, smart TV, mobile phone, or tablet. Even a second of delay or unavailability can lead to poor reviews, high dropout rates, and loss of a significant portion of subscribers, which ultimately impacts revenue and profitability.

A record-breaking win for live streaming

In August last year, Seven’s coverage of the 2023 FIFA Women’s World Cup was hailed as the biggest broadcast and digital viewing event in Australian history with 18.6 million Australians watching the tournament. 14.76 million of these viewers were reached on broadcast TV and 3.82 million on 7plus.

The Matilda’s semi final match against England on 16 August was the most watched TV program in more than two decades with an average audience of 7.2 million people. It was also the most streamed Australian event ever, reaching a record 957,000 viewers on 7plus.

When it comes to scaling for these record breaking events, observability provides crucial insight and visibility into the pain points impacting the teams behind the scenes. It creates visibility into the entire system in one place and delivers an excellent customer experience.

Another example is Australia’s most diverse multi platform broadcaster SBS, which reaches more than 10 million Australians each month across its television network. SBS was the exclusive broadcaster of all 64 matches of the FIFA World Cup Qatar 2022 in Australia, live and free-to-air. This included a total of 500 hours of content. More than 800,000 people signed up to the broadcaster’s SBS On Demand platform to stream matches, highlights, analysis and commentary.

To prepare for this high-demand, high-traffic event, SBS needed to maximise the uptime and availability of its video streams and have full visibility of application performance, monitor the number of users accessing its platform, and determine which medium they were using to access the content. The team knew the stakes were high.

“We were acutely aware that any major outage or a failure during a match could impact our credibility as a broadcaster,” said Jeremy Kelaher, architecture and support manager, enterprise digital services at SBS. “This made it critical for us to invest in systems which could help us to identify and mitigate any anomalies before they occurred.” 

As Australian broadcasters gear up for a massive year of live sports ahead, investing in observability is not just a strategic move; it’s a commitment to delivering a world-class live sports experience.

Broadcasters should consider a proactive observability tool that offers real-time insights, predictive analytics, and proactive issue resolution capabilities, so they can identify potential bottlenecks well before they become a problem.

The next time you tune in to that must-watch match, remember – behind the scenes, observability is working tirelessly to keep the game on, allowing you to experience the full spectrum of emotions live – the joy of victory, the agony of defeat, and everything in between.

See also: ‘Biggest undertaking in the history of Nine’: Nine’s Paris Olympics plans, 100 days out

iProspect has partnered with MOOD tea to support the social enterprise, including business strategy and media partnerships.

Ultimately, the partnership is designed to build the brand’s salience, drive retail distribution and purchase, and empower the advertising and media community to make a difference in youth mental health.

Marcelle Gomez, managing director of dentsu’s iProspect, said the business is focused on driving accelerated growth for its clients.

“Core to our culture and values as a team is to be a force for good, with our entire team galvanised in their desire to use the power of our industry to drive real societal change. We felt there was no better opportunity for us to realise this ambition, which is why we have partnered with MOOD tea.

“We have been so impressed with what MOOD tea has achieved for young people since its creation in 2021 and we just had to be a part of that story.”

MOOD tea, which was established in 2021, has funded 12 programs, and given 2,025 young people the vital tools and skills they need to manage their own mental health.

Rachel Troy, general manager of MOOD tea, said the business was looking forward to working with the agency. “Its desire as an agency to do good in the world makes us a perfect team as we look to harness the power of the broader advertising industry to make a difference to youth mental health and leave the world a better place than we found it.

“We extend a huge thanks to all our agency, production and media partners who have supported us since inception. The support has allowed us to drive very real action for young people struggling with mental health and we cannot wait to see what we can continue to achieve.”

MOOD tea also works with other agencies in the dentsu group including Dentsu Creative, which worked on the brand’s 2023 campaign with the tongue-in-cheek idea that you don’t have to be a good person to buy the for-good tea.

iProspect and MOOD tea are actively seeking support from the advertising industry for the upcoming May campaign via placement donations and integration opportunities. To participate, please reach out to Luke Amasi or Vera Manalac from iProspect.

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Top image: iProspect team 

Digital-out-of-home and electric vehicle charging network, JOLT, has announced the appointment of Alicia Proebstl as group sales manager in Melbourne.

Proebstl’s appointment is effective immediately, and her role will see her responsible for managing end-to-end media sales across JOLT’s Melbourne client base, while also growing market share and revenue. 

She will report to JOLT’s Victorian sales director, Tim Debenham.

Proebstl has more than 10 years’ media sales experience, most recently working as national media sales executive for retail property group Vicinity Centres. She has also worked in sales manager roles at Urban List, SCA, and Bauer Media.

Debenham said Proebstl’s appointment was “really exciting,” and that “it will allow us to double down on the momentum we’ve built over the past couple of years.”

“Alicia brings a wealth of skill, passion, and experience to our growing Melbourne sales team. Her appointment will really help lay the foundation for future growth and business expansion across the Victorian market,” Debenham said.

Commenting on her appointment, Proebstl said it was “a great time” to be joining the JOLT team, “as it experiences this trajectory of hyper-growth, both nationally and worldwide.”

“JOLT’s unique, authentic, and sustainable proposition is a story with a vision – it’s one with purpose and one that I’m passionate about,” she said.

“Getting in at the ground floor, working with and building a team of enthusiastic, clever and driven individuals in an environment that is more than just media is really exciting.”

JOLT’s multi-channel offering has continued to attract brands from both Australia and overseas, including Audi, Telstra, Woolworths, Amazon, Nine Network, Government, Macquarie Bank, Mercedes, Commonwealth Bank, Binge, Polestar, Myer, Stan, Origin, NAB, GWM, Cool Ridge, Classic Laddie, Queensland Tourism, Live Nation, Snooze, Suncorp, ALDI, Allianz, BMW, Landrover, Mazda, Bunnings, Officeworks, Deakin University, Hostplus, RACQ, NRMA, and Felix.

See Also: Jolt targets EV range anxiety in campaign with Polestar

Are Media has unveiled the list of nominees for the inaugural marie claire Sustainability Awards, in partnership with Volvo Australia, including fashion designer Maggie Marilyn, skincare brand Emma Lewisham, and drinks brand Imbibe.

The marie claire Sustainability Awards champion businesses and products that implement genuine change and build a better tomorrow.

Finalists were selected across eight categories by four judges: marie claire editor Georgie Abay; sustainability expert, founder of eco-friendly business Banish and 2023 marie claire Eco Warrior of the Year, Lottie Dalziel; activist, author and change maker, Clare Press; and Thread Together founder and chair, Andie Halas.

The judges will select one winner per category, with the winners to be announced on 2 May. The winners and a Hall of Fame inductee will then be honoured at the inaugural MCSA celebration event in Sydney on 6 June.

Abay said: “When Australian brands come together to advocate for a healthier planet, consumers get with the information and capability to make sustainable choices.

“As part of our commitment to this cause, marie claire’s digital hub will be dedicated to the marie claire Sustainability Awards from April to June, with new editorial added regularly. The June issue and cover of marie claire will also be focused on sustainability to make sure this key message reaches as many readers as possible.

“We couldn’t be more excited to celebrate the remarkable and very important efforts of these Australian businesses. Congratulations – and thank you – to all the nominees.”

Dalziel said: “Through the introduction of these awards, marie claire strives to highlight a cohort of brands, businesses and people who are redefining business as usual within their industry, operating for purpose, people and planet. These are the visionaries, pioneers and trailblazers who strive for the greater good, pushing the boundaries and proving that impact and business can, indeed, go hand in hand.”

Volvo said it is committed to making a difference to the planet and its people, and making the transition towards becoming a fully electric car maker.

Stephen Connor, Volvo Australia managing director, said: “We’re committed to rethinking sustainability in our operations, in our cars and in society. And we’re really proud to partner with marie claire to help highlight other Australian businesses who have also made a pledge to put the planet first.”

The nominees for the inaugural marie claire Sustainability Awards are:

Fashion:
• Maggie Marilyn
• Magpie Goose
• Jam The Label
• Recreate

Food and Drink:
• Ugly Vodka+
• Hidden Sea Wines
• Hitch
• Imbibe

Home and Lifestyle:
• Animals In Charge
• Bhumi
• 35MM Co
• Pleasant State

Beauty, Health and Wellness:
• Emma Lewisham
• Lashes Of Change
• Soap Aid
• ReMI Beauty

Parenting:
• Sande Kids
• Milari
• Toy Libraries Australia
• Malo Baby

Travel:
• Freycinet Lodge
• Daintree Eco Lodge, Queensland
• Karijini Eco Retreat, WA
• Solgaard

Accessories:
• Natalie Marie Jewellery
• Local Supply
• By Charlotte
• Blakbird Designs

BBC Studios Productions Australia has hired Lexi Landsman as development executive, unscripted. 

Landsman joins Deb Spinocchia’s team developing formats and originals across factual, entertainment, and reality. 

Kylie Washington, general manager and creative director at BBC Studios Productions Australia, said: “Lexi is an accomplished and experienced television executive with an in-depth knowledge of the global unscripted marketplace and a proven track record of adapting and refreshing existing formats as well as developing original programmes, and I’m delighted that she is joining the team.

“Our unscripted business has gone from strength to strength under Deb’s leadership and now is the right time to further bolster the team to continue our growth.”

Formerly head of development, unscripted for Fremantle Australia, Landsman played a key role in the commission of multiple new series including Tony Armstrong’s Extra-Ordinary Things (ABC). Prior to that, Lexi was a senior development producer at ITV Studios where she worked on the development and commission of shows Alone (SBS), My Mum, Your Dad (Channel 9), My Kitchen Rules (Channel 7) and Sydney Airport (SBS). 

She spent 10 years at the Seven Network in factual and reality production and development, where her credits include Border Security, Emergency Call, World’s Richest Dogs, Towies (Netflix), Airways, and Con Girl (CJZ/Channel 7/Paramount+ UK) which she co-created. 

“I am thrilled to be joining the BBC Studios team, who have grown exponentially over the past five and a half years, with the creation of 600 hours of television,” Landsman said.

“I look forward to working with Deb and Kylie, and continuing their expansion of the unscripted slate of innovative and bold ideas, spanning factual, reality and entertainment.”

The unscripted division of BBC Studios Productions Australia is currently in production on Top Gear Australia for Paramount +, Dancing With the Stars for Seven Network; and Mastermind for SBS.

See also: Making Aussie content that works for FTA and streamers, locally and globally: BBC and Werner

Yahoo Advertising has launched Yahoo Identity Solutions for connected TV (CTV) environments, including Paramount.

The move will see Yahoo ConnectID and Next-Gen Solutions products made available for STV buys through the Yahoo DSP in Australia.

The solution will allow advertisers to better target and measure the omnichannel performance of their campaigns across CTV environments as well as other addressable and non-addressable channels. 

Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said: “As CTV investments increase, identity signals are declining, impacting targeting and performance across channels, including CTV.

“Yahoo is committed to helping advertisers evolve with the landscape, safeguarding addressability and measurement for our partners while supporting consumer privacy. Today, we’re excited to introduce Yahoo Identity Solutions to CTV environments, furthering its momentum across the industry.”

Leo O’Connor, SVP of advertising at Paramount, added: “Implementing the Identity Solution exemplifies Paramount’s commitment to providing best-in-class programmatic activation.

“The enrichment of our premium inventory with Yahoo ConnectID will allow our clients to optimise their campaigns with precision targeting and accurate performance insights.”

Identity Solutions takes an integrated, omnichannel approach to the identity-constrained world and consists of two components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable. 

Yahoo ConnectID is a first-party data-powered identity solution, fueled by direct consumer relationships with more than 55 million authenticated users in Australia and Southeast Asia. The ConnectID expansion on CTV bridges the gap between CTV and other digital channels.

Next-Gen Solutions is an AI-built solution for non-addressable environments, when user identity is not available. It leverages ConnectID users as a panel audience and creates inferences for targeting, optimisation and measurement to ensure campaign effectiveness when user identity isn’t available.

In the US, the new CTV solution will extend to networks and environments including Tubi, NBCUniversal, and FreeWheel, with more expected to be made available.

See also: Paramount is ‘unshackling from FTA competitors’ with ad tier launch

Samsung Ads has launched a data clean room solution powered by data collaboration platform InfoSum.

The partnership enables clients from Samsung Electronics’ advertising division to maximise the performance of their data-driven advertising strategies within InfoSum’s privacy-focused environment.

Samsung Ads’ advertising partners will be able to match against Samsung’s Smart TV footprint and its demand side platform (DSP) with a focus on data integrity through InfoSum’s decentralised data clean room technology.

The platform’s privacy and security capabilities allow targeted and measurable ad campaigns while prioritising end-to-end protection. Its patented “non-movement of data” approach allows each stakeholder to help keep their own first-party data separate in a privacy-focused manner.

Richard Knott, GM ANZ at InfoSum, said the partnership will empower the smart TV company to use its first-party data and offer high-performing advertising solutions while protecting consumer privacy.

“This launch reinforces Samsung Ads’ commitment to delivering an effective and sustainable data strategy in a privacy-focused world. As a result, our clients can now match with the leader in the category and benefit from even better data-driven outcomes.”

Alex Spurzem, managing director, Samsung Ads ANZ and SEA, added: “The CTV landscape is evolving at such a rapid pace and more brands are investing in their own first-party data programs. Our collaboration with InfoSum offers them an increasingly holistic view of their target audiences in a privacy-preserving environment.”
 
The news follows InfoSum’s partnership with Annalect to create a neutral clean room solution for Asia Pacific clients.
 
InfoSum capabilities will be integrated into Omni, Omnicom Media Group’s marketing orchestration operating system, and will enable privacy-safe utilisation of data across the entire marketing workflow, from planning to activation and optimisation.
 
See also:
Annalect and InfoSum partner to create neutral clean room solution for APAC clients
How InfoSum is responding to major changes in the data space

TV Report 21 April, 2024:

Nine TV Report

LEGO Masters: Australia vs The World

Nine’s evening began with an elimination episode of LEGO Masters.  

Teams were faced with a back-to-back elimination as they tried to perfectly replicate a real object out of LEGO.

The teams had to select one item from Hamish and Brickman’s French bakery and replicate it in LEGO. At the end of the build, special guest Sophie Monk was tasked with guessing which items were real and which were fake. 

French duo Camille and Caroline were awarded 15 points out of 20 by Brickman, and were overtaken by Aussies Charlie and Hayley and were eliminated from the competition. 

60 Minutes

Over on 60 Minutes, the team if Australia’s $3.5b fleet of Taipan helicopters are dangerous duds and looked into how artificial intelligence wiped with the smile off Willy Wonka’s face. 

Seven TV Report

Farmer Wants a Wife

Over on Seven, Farmer Wants A Wife saw the farmers and ladies put their games faces on for the first get-together at the annual Morrissette Country Show. 

As the ladies and the farmers were getting reacquainted in the showgrounds, Farmer Dean received a bombshell anonymous text: “Teegan, who you are currently filming with, has a boyfriend. She might be leading you on.”

After the news moved fast, a perturbed Teegan said: “A whole other farm has been talking about it. It just makes me worry that he’s going to question everything. My biggest fear is Dean will always doubt myself and not trust me.”

Seeing Teegan upset, Dean went to comfort her, which led Hayley to quit: “It’s so obvious that him and Teegan’s connection is like, very strong already. Is it worth waiting for a date?”

7NEWS Spotlight

Anne Hegerty from The Chase revealed childhood secrets that shocked plus Charles Wooley showed his amazing adventures on the Murray River.

10 TV Report

The Sunday Project

The Sunday Project saw the program chat with Julie Goodwin, Nicola Coughlan and Luke Newton from Netflix’s Bridgerton. 

I’m A Celebrity… Get Me Out Of Here!

On 10’s I’m A Celebrity, social media star Skye Wheatley was named the 2024 I’m A Celebrity winner and had the jungle crown placed atop her head. 

With the votes tallied, it was time to say goodbye to Callum, who came an honourable third place. With two left standing, there could only be one winner, and for 2024 that winner was Skye Wheatley, who won $100,000 for her charity, Bully Zero.

Looking back on her time in the jungle, a tearful Skye said, “I’m so blessed to have experienced that. I want to say thank you to everyone here for having me.”

When it came to picking a highlight, Skye couldn’t pick just one, instead, she said the entire experience was just one big highlight. “I feel like the whole journey, the whole experience has taught me so many things, and I just can’t wait to apply those things I’ve learned in the jungle in my everyday life.”

See also: I’m A Celebrity… Get Me Out Of Here! 2024: Meet the cast

ABC

Vera

Vera investigated a puzzling case when the body of the co-owner of a chip shop is found in his own freezer.

SBS

Storyville

An ordinary archaeological dig in East Anglia turned up a sensational discovery when the best-preserved example of Roman crucifixion ever discovered was unearthed.