Adrian Portelli, the LMCT+ founder who made headlines earlier this year for gifting Alex Cullen $50,000, is now principal sponsor of Seven’s upcoming renovation format My Reno Rules.

It’s the very same network Cullen announced he was joining a few days ago.

Portelli will manage the shows live grand final prize draw. It’s an area he’s well experienced in, given his history with The Block in which he spent over $27 million buying eight of the homes last year.

The businessman says his latest partnership with Seven is about creating real opportunities, not headlines, “paving the way for families to get back in the bidding at long last.”

Cullen connection

Cullen was shown the door at Nine at the beginning of the year after it emerged he accepted a $50,000 gift from Portelli for calling him “McLaren Man” on air.

Portelli had been keen to ditch his “Lambo Guy” label and offered the cash to the first TV journalist who played along.

The network immediately sidelined the host, releasing a statement to the media saying they were arranging for the money to be returned to Portelli, adding they were taking the matter “very seriously”.

He was sacked just days later.

While Cullen is not involved in My Reno Rules, Portelli’s new on-air role places both men on the same network less than a year after the incident.

Seven’s next reality bet

Seven is doubling down on its cross-generational reality TV offerings with My Reno Rules.

The network’s Managing Director of Television, Angus Ross, sees My Reno Rules as a natural extension of the network’s hit formats like My Kitchen Rules, combining emotional storytelling with high-stakes spectacle.

“My Reno Rules takes all the heart and heat of MKR and applies it to renovation,” said Ross. “With showstopping house transformations, a life-changing cash prize for our winning team of renovators, and two multi-million-dollar dream homes up for grabs in an electrifying live grand final, we couldn’t be more excited for the premiere.”

The series promises to blend familiar DIY challenges with a high-impact live finale and viewer giveaways. It will be hosted by Dr Chris Brown, the show will feature four teams transforming two rundown homes in suburban Melbourne, competing for a significant cash prize.

“The term ‘life-changing’ can get thrown around a lot on TV, but this is absolutely that,” Dr Brown said. “With the dream of owning your own home still top of the list for most Aussies, I can’t wait to have a front row seat to that becoming a reality. It’s going to be a heartwarming ride.”

Portelli’s part

My Reno Rules also marks the first time LMCT+ brings its major prize model to free-to-air television. As principal sponsor, founder Portelli will oversee the live grand final prize draw, where two Australians will receive the keys to the finished homes.

“LMCT+ has always been about changing the lives of everyday Australians,” said Portelli. “These homes are in a beautiful area and have real potential. With the right teams and vision, they’re going to be incredible.”

Mediaweek has reached out to Seven for comment

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Man of Many has introduced a mandatory user sign-in system and launched eight new newsletter verticals, marking a significant evolution of the platform ahead of the launch of its podcast network.

The updates are part of the publication’s “Man of Many 2.0” roadmap, a strategy aimed at future-proofing its business through audience ownership and first-party data in response to industry-wide shifts driven by AI and zero-click search.

Visitors to the site will be able to read the site freely, but once they reach three articles on the site, they will have to create a login. Visitors will be required to share their email address, country, age, and gender.

“The digital media playbook is being completely rewritten,” said Scott Purcell, Co-Founder of Man of Many. “We’re moving beyond rented audiences on search and social to build direct, lasting connections with our community. In this new era, loyalty is the new scale, and first-party data is the most valuable asset.”

Purcell told Mediaweek that “we looked at our stats pretty heavily and found that encouraging frequent visitors to sign in was really beneficial. We’ve already seen a massive increase in the number of subscribers since implementing it. Having the three article limit still keeps the majority of our content like fully accessible.

“It’s still browsable by Google and doesn’t mess up any of our SEO or anything like that. We worked pretty heavily with Google’s News Consumer Insight programme. They have a lot of best practises around setting up things like subscription paywalls or registration walls.”

The plan to introduce the registration wall began to take shape six months ago with the team working towards it since.

User profiles and AI-powered features

The new sign-in functionality offers a one-click experience via Google, Apple or email. Authenticated users gain access to:

• Personalised profiles to manage preferences and newsletter subscriptions
• Bookmarking for articles and products
• Identity-based commenting to foster community accountability
• A smart registration wall to convert frequent readers without a hard paywall
• AI-powered comment moderation using Google Gemini’s Vertex AI
• AI-driven content recommendations based on individual interests

Alongside the product updates, Man of Many has implemented a privacy-first data approach. The publication has integrated Captify’s contextual engine and partnered with identity providers LiveRamp (RampID) and The Trade Desk (UID2) to support cookie-less ad targeting.

Eight newsletters, one podcast network

The platform now offers eight curated newsletter verticals:

• The Rev Up (Automotive)
• The Wind Up (Watches)
• Hands-On (Technology)
• The Binge List (Entertainment)
• Gains (Health & Fitness)
• A Dram Good Time (Drinks & Whisky)
• The Dress Code (Fashion & Style)
• Compass (Lifestyle & Travel)

These newsletters will serve as key distribution channels for the upcoming Man of Many Podcast Network. The network will launch with a slate of shows, including a new weekly series titled Five Minute Finds, covering a headline, a cultural shift, a wildcard and a product recommendation in each episode.

“We’re not just moving into audio; we’re creating a fully integrated content ecosystem,” said Frank Arthur, Co-Founder of Man of Many. “The new user sign-ins and newsletter verticals will allow us to connect with our audience on a deeper level.”

While sign-in is currently free, the brand confirmed plans to introduce a paid membership tier offering exclusive content, partner discounts and reader events.

Top image: Scott Purcell and Frank Arthur

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Meta has announced a suite of new features aimed at improving safety for teens and children on Instagram, with updates to direct messaging, nudity protections, and expanded safeguards for adult-managed accounts that feature minors.

New DM safety tools for teen accounts

Teen users on Instagram will now see direct messaging safety tips and blocking options more prominently when starting new chats, along with details like when the other account joined Instagram. These additions aim to help teens better assess who they are interacting with and reduce the risk of contact from scammers or bad actors.

Meta is also rolling out a combined “block and report” function, enabling users to take both actions simultaneously. Previously, these were separate steps. In June, teens used existing Safety Notices to block accounts one million times and report another one million, indicating strong engagement with the tools.

Location Notices, introduced earlier this year to flag potential location mismatches between users, were shown one million times last month. One in 10 teens tapped to learn more about staying safe, highlighting growing awareness of online threats like sextortion scams.

Nudity protection shows signs of behavioural change

Instagram’s default-on nudity protection feature, part of its broader effort to reduce unwanted exposure to explicit content, continues to be widely adopted.

Meta says 99 per cent of users have kept the feature enabled. In June, over 40 per cent of blurred images received in DMs remained unviewed. In May, 45 per cent of users opted not to forward blurred content after receiving a warning prompt.

Stronger protections for child-focused and managed accounts

Meta is also extending some teen protections to adult-managed Instagram accounts that prominently feature children, such as accounts run by parents or talent managers. These accounts will automatically adopt stricter message settings and enable Hidden Words to filter inappropriate comments.

Additional measures will make it harder for accounts flagged as potentially suspicious, such as those blocked by teens, to discover or interact with child-focused profiles through search, recommendations, or comment sections. Meta said these updates will roll out gradually in the coming months.

Earlier this year, the company removed nearly 135,000 Instagram accounts that had posted sexualised content targeting such profiles, along with an additional 500,000 Facebook and Instagram accounts linked to them. Meta shared this data with other tech firms via the Tech Coalition’s Lantern initiative to help combat cross-platform exploitation.

These moves form part of Meta’s broader commitment to protecting young users across its platforms by defaulting to safer settings and proactively detecting and acting on harmful behaviour.

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SWIISH is making a play for your ears.

The cult Australian wellness brand, best known for its Instagrammable green powders and community-first approach, is now taking on one of the fastest-growing formats in media with a podcast that promises straight talk on everything from testosterone shots to TikTok gut health hacks.

Wellness Unlocked is hosted by SWIISH co-founders and charismatic sisters Sally Obermeder and Maha Corbett. Each episode will unpack buzzy trends, emerging science and personal wellness stories, with a hard line on separating fact from fluff.

“We’re very trusted in this wellness space, and we want to bring that same trust to the podcast space,” Obermeder told Mediaweek. “We’re not obnoxious wellness sprinklers… we might create these incredible formulations, but we are very relatable people.”

A brand born from survival, now built on story

SWIISH began in 2012, but its real origin story goes back to Obermeder’s breast cancer diagnosis, stage 3, the day before giving birth. Recovery meant overhauling everything, starting with what she put in her body. Homemade smoothies became a lifeline. Soon, they turned into SWIISH’s flagship product: SUPERGREENS.

Since then, the brand has scaled into a fully-fledged lifestyle business, selling high-performance wellness products online and amassing a loyal fanbase. Wellness Unlocked is the next chapter, one less focused on products, more on presence.

“This isn’t like we’re doing the podcast just to fill our days,” said Obermeder. “Our greatest joy is when people say, ‘I feel better, I have more confidence.’ Our job is to help you wake up with that glowing, healthy confidence to live your life.”

No woo, no preaching, just what works

Each episode takes a deep dive into a wellness topic, with expert interviews, science you can actually use, and some personal overshares for good measure. Topics include hormone optimisation, sleep, sex, and emerging treatments that aren’t always in your GP’s vocabulary (yet).

“We’ve always spoken very openly about what we’ve been going through, whether it’s fertility, cancer, whatever,” said Corbett. “We recorded a few episodes that are just us, and we call those The Wellness Diaries. It’s personal.”

One of Corbett’s recent lightbulb moments? A brain sleep expert explaining why the hours before midnight matter. “The brain actually cleans itself during that time,” she said. “Once you hear the science and understand the reason behind it, you’re more likely to do it.”

Small tweaks, big shifts

At its core, Wellness Unlocked isn’t about elite hacks or punishing regimens, it’s about making wellness less overwhelming and more doable.

“I hope people realise they have more control than they think,” said Obermeder. “It’s not as hard as they might imagine. Small tweaks go a long way.”

Corbett adds: “We’re so used to looking after everyone else, but we’re the ones flying the plane. Would you trust a pilot who said, ‘I’m exhausted, but I’ll push through?’ No? Then why do we treat ourselves that way?”

Intimate, imperfect and kind of messy, in a good way

The podcast also leans into the dynamic between the sisters themselves, complete with voice notes, behind-the-scenes chaos, and real talk about what they’re learning (or struggling with).

“There are so many moments where we’d be recording something and send it to each other and be like, ‘this is so good!’” said Obermeder. “That’s why I love the intimacy of podcasts.”

Asked for her go-to self-care rule, she’s quick: “Think of self-care like brushing your teeth. You don’t feel bad for brushing your teeth, it’s just a thing you do.”

Corbett is even more direct: “You’ve only got one body. Don’t you want to squeeze the juice out of every day?”

New format, same mission

Wellness Unlocked is SWIISH’s first major content play outside its usual product range, and it arrives at a time when more health and beauty brands are building out editorial arms and podcasts to deepen customer engagement.

Still, Obermeder and Corbett insist this isn’t about keeping up, it’s about showing up. “Wellness, for us, encompasses everything from supplements to eating well, sleeping, moving, and looking after your mental health,” said Obermeder. “It’s all connected.”

The podcast will be available on Apple Podcasts and Spotify, with new episodes released weekly.

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Google has launched a new national campaign with creative agency 72andSunny Australia, showing how its latest Search tools help Australians connect through curiosity.

The campaign, Just Ask Google, focuses on everyday moments where Search bridges personal interests and relationships.

The ad follows a parent learning about K-Pop—specifically girl group LE SSERAFIM—to connect with their teenager, using tools like Google Lens, Circle to Search and AI Overviews.

Another film, featuring The Block alumni Maddy and Charlotte Harry, documents the duo renovating their grandfather’s home. This marks the first collaboration between Google and The Block, produced with 72andSunny and Nine Powered Studios.

“With more AI-powered features, Google Search is meeting the evolving search needs of our users, empowering Australians to find the answers they need seamlessly,” said Leah Ferris, Head of Search Marketing, Google Australia.

“This campaign highlights how Search helps everyone navigate their world, making discovery and connection more effortless and meaningful.”

72andSunny Australia Chief Creative Officer, Wesley Hawes, added: “Whether it’s a parent trying to learn the rules of their kid’s new favourite sport, a partner researching vegan baking, or someone diving into the world of K-pop, the campaign brings to life how Google Search can empower people to better understand those they care about the most.

“It’s not about knowing everything — it’s about wanting to know. Search almost becomes an act of love.”

The campaign runs across TV, online video and as part of Google’s sponsorship of The Block, showcasing how Search innovations help Australians explore topics that matter to them and their loved ones.

This work follows a period of momentum for 72andSunny Australia, including new accounts with Big W, Princess Cruises, Stake and REA, and senior hires Alexandra Nel (Executive Strategy Director) and Sophie Sykes (Managing Director).

The campaign is now live across Australia.

Creative Credits
Client: Google Australia
Creative Agency: 72andSunny Australia
Production Company: Photoplay
Director: Michael Gupta
Casting: Citizen Jane
Post Production: The Editors
Audio: Otis Studios
Music Supervisor: Chris Chalmers @ Charmed Im sure
Media: MediaFuturesGroup, part of EssenceMediacom

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I started my PR career in 1999. After roles held both in-house and agency side, I started my own consultancy in 2007. I named it Agent99, a nod to the iconic Get Smart TV character, but also to the pivotal year I found and fell in love with my vocation in PR.

‘99 was a major year. The Matrix had just come out, a new millennium was on the horizon and the internet had officially entered our homes and workplaces in an irrevocable way. Many were terrified about what the year 2000 was going to bring, and what the growing force of the internet was going to do to our jobs and daily operations. (Do you remember people thinking entire systems were going to crash when the calendar turned from December 31, 1999, to January 1, 2000? Pretty crazy when you think about it).

Flash forward to 25+ years later, and I can safely say the world – and the communications industry – is a very different place because of the internet. I was just starting out during its inception and throughout the many years of running my independent PR agency, I have seen communications evolve alongside it in both positive and negative ways.

Now, we’re at a new technological frontier. AI has entered our homes and workplaces and there is no turning back. We’re afraid it’s going to steal our jobs or worse – where we don’t want to engage with it at all. But, instead of running scared or watching these evolutions unfold from the back seat, PR pros can learn from past mistakes and write the script for how we want to work with this new tech behemoth, to maintain the longevity of our industry.

I’m breaking down mistakes PR pros made during the 90’s internet disruption and how we can avoid them during the current AI revolution.

Then: Comms and PR teams waited too long to engage with tech change.
Now: We must step out of our comfort zone, upskill, experiment, and own the AI narrative early.

When the internet emerged, many PR teams stood back, assuming the disruption was temporary or someone else’s problem. By the time digital became mainstream, we were playing catch-up and fighting for relevance. With AI, we can get ahead of the curve. We must upskill now, empower our teams to experiment safely, and position ourselves as leaders shaping the narrative, not reacting to it.

Then: IT drove the tech innovation and PR responded to the consequences.
Now: Comms teams need a seat at the AI table and to speak up before risks materialise.

Historically, PR was (and still is) brought in after decisions were made. We’re usually called on to manage fallout and put out fires, rather than prevent them.

AI’s involvement with business is going to have a ripple effect on brand voice, audience trust, and stakeholder relationships. We know this already. We also know this the best out of any industry.  Comms leaders must be involved in early AI decision-making to spot red flags, steer responsible messaging, and protect reputation from the outset.

Then: Ethics came after integration.
Now: Make sure you build an AI roadmap for your team and be transparent with stakeholders about how you’re using it.

We’ve seen what happens when ethics are an afterthought. We experience a pile up of data breaches, misinformation, and brand backlash. As AI tools become embedded in comms processes, transparency isn’t just a legal checkbox; it’s a brand differentiator.

Teams must define internal AI guardrails and clearly communicate how tools are being used to clients, partners, and the public. At Agent99 we’ve appointed a team member to lead initiatives around AI ethics and education to ensure we’re all on the same page with the technology, know how we are okay to use it across client work, and how we’re communicating its integration into our campaigns.

Then: We got distracted by the new and flashy.

Now: Earned content is still king (especially now).

As inboxes, feeds and pitches become increasingly AI-generated, authentic earned coverage will stand out more than ever. PR pros should be triumphing earned media coverage more than ever, trying to secure their brands in relevant publications, encouraging customer testimonials and connecting with their clients’ audiences on a grassroots level through forums and social commentary. AI will prioritise genuine human storytelling and content – and so will the public. Organic storytelling isn’t dead, we just once again need to shift the avenues in which we’re channelling the stories.

AI is here to stay, so the sooner we adapt and galvanise the industry to get on board with these changes, the better we will all be.

And I, for one, can’t wait to see where we all are 25 years from now because of it.

Sharon Zeev Poole is the Founder and Director of award-winning independent PR agency Agent99.

Anytime Fitness Australia appointed Akcelo as its agency of record, tasking the brand experience agency with leading a wide-ranging marketing transformation across brand, lead generation, customer experience, digital, social, and CRM.

The agency has delivered several key initiatives, including the Day Zero Sale—now the brand’s most successful sales campaign—an Apple Fitness+ partnership launch, and a redesign of core CRM journeys.

The partnership began with a brief to elevate Anytime Fitness’s Tread As One fundraising initiative in support of RUOK?.

In response, Akcelo developed Tread Mates, a podcast featuring guests such as Turia Pitt, Osher Günsberg, and Troy Sachs OAM discussing mental health. The campaign was supported by national PR efforts, reaching more than 90 million people.

The work has since expanded into a broader customer experience strategy. Backed by in-depth audience research, Akcelo is helping shape the next phase of the brand experience, to be rolled out across Anytime Fitness’s 585+ clubs nationwide.

The program aims to enhance both in-gym and digital interactions, while reinforcing the brand’s focus on accessibility and community.

“With a goal to inspire one million healthier lives by 2030, we needed more than just a traditional advertising agency,” Caitlin Bancroft, Group Chief Brand & Marketing Officer at Collective Wellness Group, said.

“We wanted a partner that understands and can deliver against the entire customer journey, from our brand marketing to our CX & CRM work, through to the in-gym experience.

“Partnering with Akcelo has helped us reframe how we connect with our prospects and members across every stage of their journey, and we’re excited about the great work we’re creating together.”

Next, a new brand campaign will launch under the current Find Your Fit platform, designed to position Anytime Fitness as a leading player in Australia’s wellness space.

Aden Hepburn, CEO and Founder of Akcelo, said: “Anytime Fitness is a brand with an incredible purpose – to inspire Australians to live healthier lives.

“We’re excited to help them further evolve into a modern wellbeing brand with a roadmap of incredible work and experiences as we work hand in hand to transform the business.

“As someone who’s started on their own wellbeing journey, I’m excited to deploy the full power of Akcelo to shape the future of fitness, both in Australia and beyond.”

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Magic has been appointed to oversee the paid media responsibilities for fast food chain El Jannah and jewellery retailer Zamels.

The wins follow detailed audits by the independent media agency into each brand’s advertising performance.

For El Jannah, founded in Granville in 1998, operates across NSW, Victoria, and the ACT, the agency reviewed paid social media channels, return on ad spend, customer retention, and business outcomes.

For Zamels, which has more than 40 stores nationwide and a strong online retail presence, the review focused on media efficiency, omnichannel performance, and optimising account structures for future growth.

Both brands selected Magic for its data-led approach and ability to map future marketing strategies based on performance insights.

“From the outset, Magic impressed us with their strategic thinking and fresh perspective. What began as a straightforward review of our paid social media strategy quickly evolved into something far more impactful,” El Jannah’s CMO, Adam Issa said.

“The team demonstrated a deep and unique understanding of performance marketing and a clear ability to challenge the status quo, helping us uncover new ways to drive efficiency and cut through. Magic has since become a trusted partner and an integral part of our broader growth strategy.

“As we continue to expand, we look forward to working closely with the team to unlock smarter, more creative ways to approach media, maximise return on investment, and push the boundaries of what’s possible in channel performance.”

Zamels CEO, Mudit Vora said: “We were looking for a digital media partner with a deep understanding of our platforms and how we could take the business to the next level, and Magic was able to demonstrate the capability and expectations around business goals.

“In Magic, we’ve found an agency partner that not only understands our paid digital media activity on a forensic level, but has provided a roadmap for how we can harness our advertising spend to improve omnichannel sales and overall business growth.”

Magic CEO, Shahram Ghaffurian, said: “We’re excited to welcome both El Jannah and Zamels to the Magic family. We’ve been working with both organisations for quite some time, as we’ve undertaken vigorous reviews of their marketing activity. Both reviews uncovered opportunities for El Jannah and Zamels to get more value out of their paid advertising accounts and strategy, along with opportunities to test and learn.

“Now, our focus is on implementing what we’ve learnt – and we’ve already started to see significant growth. We’ve seen strong early results for Zamels, exceeding targets since the second week of our partnership, while our work with El Jannah has helped determine the true value of its platform media spend, which will become critical in the coming months as it looks to expand its presence nationwide.”

Top image: Shahram Ghaffurian

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With inflationary pressure and higher living costs continuing to bite, people are paying closer attention to how and where they spend. But at the same time, they’re being bombarded with more sales-focused messages than ever before.

This paradox creates both challenge and opportunity for brands. It’s not just about cutting through the noise; it’s about saying something that matters when you do.

If marketers want to build lasting loyalty this financial year, it’s time to shift from broadcasting offers to creating meaningful and well-timed connections. Here’s how.

Turn overwhelm into opportunity

Let’s start with the numbers. Price remains the most important factor for almost 4 in 5 shoppers (77%) according to Intuit Mailchimp’s report “The New Ecommerce Calendar”. But in a world where discount fatigue is real and inboxes are overflowing, shouting about price alone won’t get you far.

Australia is leading the world in retail overwhelm, with 49% of consumers feeling saturated by promotional messaging. That’s not just a statistic—it’s a red flag. And it helps explain why 1 in 4 shoppers globally now actively avoid shopping during major sales events.

Instead of adding to the noise, marketers have a real opportunity to do the opposite: bring clarity. It starts with showing value beyond price. Think ease, trust, and familiarity. These are the forces behind repeat purchase behaviour, even when customers aren’t consciously loyal. Intuit Mailchimp’s Science of Loyalty report shows that 78% of Australian consumers will only buy from brands they trust. That makes credibility a must, and building it should be part of every interaction.

So rather than chasing loyalty with bigger, louder and more frequent campaigns, earn it by being consistently helpful. Make buying from you the simplest choice, whether that means streamlining the journey, tailoring your offers, or reinforcing your purpose.

Lean into non-traditional retail moments

It’s tempting to think big when it comes to seasonal marketing: EOFY, Black Friday… But many consumers are tuning out during these peaks, making it harder (and more expensive) to be heard. In fact the most valuable moments to connect may not be the loudest ones on the calendar.

Think about your brand beyond its product. What does it stand for? What values does it champion? What small but significant days align with your mission or your customers’ lifestyles?

For some, this might mean showing up during local cultural events or holidays that matter more to a niche community than the masses. For others, it’s about tapping into life stages: new jobs, house moves, even slow weeks when inboxes are quiet. When you shift the spotlight away from mega-sales and onto human moments, your message lands with greater authenticity and less competition.

By understanding your customer’s personal and cultural rhythms, you can connect in ways that feel considered rather than commercial.

Leverage data for meaningful connections

Knowing when to speak is only half the equation. The other half is knowing who you’re speaking to—and how to reach them. That’s where smart segmentation comes in.

Segmentation doesn’t necessarily mean splitting your list into ‘men’ and ‘women’ or ‘new’ and ‘returning’ customers. Brands should look at behaviours, preferences, and patterns. Looking into what content your subscribers engage with, what they have bought or what they haven’t; these are the signals that can show what really matters to your audience.

Executed well, segmentation is more than a spreadsheet exercise. It’s a practice in empathy. It’s about recognising the needs behind the data and using that insight to deliver more relevant experiences at scale.

To do this well, you need the right tools. Campaign performance tracking and reporting features can help you test, learn, and refine, so you’re always getting sharper. Meanwhile, automation allows you to respond to customer behaviour in real time without creating extra labour for your team—whether that means following up on an abandoned cart, celebrating a birthday, or offering timely content based on browsing history.

Forward-thinking marketers are already doing just that. Across North America, Europe and Oceania, 89% of Revenue Leaders—top-tier marketers who drive significant growth within high-revenue organisations—automate nearly the entire customer journey, from initial contact to post-purchase engagement, according to Intuit Mailchimp’s “The Revenue Blueprint” report.

Ultimately, the goal isn’t necessarily volume; it’s connection and continuity.

What next? Use loyalty to drive resilience

Here’s something not often said: loyalty looks different in every industry, for every business and for every customer. Understanding what it means for your category, for your unique business, and for your ideal customer is crucial for maximising results.

In uncertain times, loyalty becomes more than a nice-to-have. It becomes a stabiliser for your business. But loyalty is never achieved through a single campaign or incentive. It’s the result of showing up consistently, understanding your customer, and offering them value that goes beyond a price point.

So as we navigate the year ahead, consider how your marketing programmes can serve your customers better. Not just when it’s loud, but especially when it’s quiet. Let FY26 be the year your brand becomes the one they don’t need to think twice about.

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Ludo Studio, the Emmy and BAFTA award-winning Queensland production company behind Bluey and Thou Shalt Not Steal, has begun principal photography on its first locally made live-action feature film, Allen (working title), for Netflix.

Filming is taking place in Brisbane and the Gold Coast, supported by the Queensland Government through Screen Queensland’s Production Attraction Strategy and Post, Digital and Visual Effects (PDV) Incentive.

Created by Daley Pearson (Talk to Me, The Strange Chores, Content), the film is described as a heartwarming tale of friendship and adventure set in a coastal Queensland town. Pearson co-directs with Jeffrey Walker (Apple Cider Vinegar, The Artful Dodger), and co-writes the script with Sophie Miller (Thou Shalt Not Steal).

Pearson and Charlie Aspinwall are executive producing for Ludo Studio alongside Miller. Sam Moor and Ross Allsop are producing, with Lauren Brown serving as co-producer.

“Allen is really a story about love, family and all those big and small moments from childhood that end up shaping who we are when we grow up,” Pearson said. “Getting the opportunity to make this story in this part of the world – in the town where I grew up in… is a dream. We’re creating Allen for families to watch together.”

Netflix’s Vice President of Content APAC (excluding India), Minyoung Kim, said: “The team at Ludo Studio are among Australia’s most exceptional storytellers, injecting this film with their characteristic relatability and wit. We are delighted to create a film that the entire family can enjoy, and the Queensland coast provides the perfect, heartwarming backdrop for this tale.”

John-Paul Langbroek, Queensland Minister for the Arts, added: “Ludo Studio is a Queensland entrepreneurial success story. The Crisafulli Government, through Screen Queensland, is thrilled to support their first locally made, live-action feature film. Filmed at Screen Queensland Studios in Brisbane, this Netflix production will share our state’s stories and showcase our beautiful Gold and Sunshine Coasts to the world.”

Allen joins a growing slate of Australian Netflix titles, including The Survivors, Territory, Boy Swallows Universe, and the upcoming Son of a Donkey, Heartbreak High season three, and the newly announced adaptation of My Brilliant Career.

Allen will be released globally on Netflix. A release date is yet to be announced.

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The Independent Media Agencies of Australia (IMAA) has announced the speaker lineup for its first Melbourne Sound-Byte conference, a dedicated audio industry event for independent media agencies.

The event, to be held on Wednesday, July 30 at Half Dome’s Melbourne office, is supported by Commercial Radio & Audio (CRA) and will feature representatives from ARN, Southern Cross Austereo (SCA), NOVA Entertainment, Nine, and Mamamia.

The Melbourne edition builds on the success of the inaugural Sound-Byte held in Sydney last month, and will bring together radio hosts, podcasters, and audio executives to explore trends, tools, and opportunities in the evolving Australian audio market.

Triple M Melbourne breakfast hosts Nick Riewoldt and Rosie Walton will deliver a keynote session. Riewoldt, a former AFL player, joined the show last year, while Walton is a long-time Triple M contributor with three decades of radio experience.

Half Dome Founder & Head of Clients Will Harms will moderate a panel on “Content is Still King: The Art of Entertainment,” featuring Nova’s Joel Creasey, podcaster and former MAFS contestant Ella Mae Ding, radio announcer Craig Huggins, and Mamamia’s Eliza Sorman Nilsson.

CRA CEO Lizzie Young will host a discussion on the future of audio, covering AudioID and measurement, with panellists from SCA, NOVA, and ARN.

The podcasting market will also be in focus, with ARN’s Corey Layton leading a session alongside executives from Mamamia, LiSTNR, and NOVA Entertainment.

IMAA CEO, Sam Buchanan, said: “The Australian audio industry continues to grow, particularly across digital formats like streaming and podcasting, while traditional radio also remains a growing medium. The ongoing growth of the sector means it’s important for our members to understand the value of audio in their media planning and how they can leverage audio channels to deliver results.

“Our Melbourne Sound-Byte event is an opportunity for our Victorian members to exclusively hear from some of the local audio industry’s most experienced talent, both on-air and behind-the-scenes, to get some fresh insights into the future of the sector and why they should invest in audio.”

CRA CEO, Lizzie Young, said: “Audio is known for its intimacy, immediacy, and innovation. Sound Byte is a great opportunity to learn about audio’s evolution and how brands can best harness its power to deliver results that drive business growth, whilst investing in local media that funds the content communities rely on.”

The Sound-Byte events are part of IMAA’s popular Byte series, which launched with the Digi-Byte events last year. The Melbourne Sound-Byte event will be held on Wednesday, July 30.

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SBS has confirmed it will advance several shortlisted proposals as part of its search for a future site for its Western Sydney production hub, following a nationwide expression of interest (EOI) process.

The project, which aims to establish a world-class television, digital, and audio production facility in one of Australia’s most diverse regions, will now move into a formal request for proposal (RFP) phase. This will allow SBS to more deeply assess the operational feasibility and community alignment of each potential location.

Submissions were evaluated against a range of strategic and functional criteria, including the ability to support high-end media production infrastructure and to reflect SBS’s mission to serve Australia’s multicultural communities.

Darren Farnham, Chief Technology Officer at SBS, said the organisation was “incredibly encouraged” by the calibre of responses received. “This next stage brings us closer to creating a production hub that will amplify First Nations and multilingual voices, support new content partnerships, and foster the next generation of diverse media talent.”

Simon Hayes, SBS Western Sydney Project Director, added that the RFP phase would explore “how each potential premises can support SBS’s specialised and highly technical operational needs and community impact objectives.”

A final site selection is expected by late 2025, pending the outcomes of the RFP process and approval milestones. The selected site will underpin a detailed business case to be submitted to the Australian Government as part of funding considerations.

The proposed hub is set to become a home for content across SBS’s portfolio, including news and current affairs, First Nations storytelling, multilingual programming, and community-led initiatives, while also supporting local jobs and education pathways.

More information about the project is available here.

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Greg Wallace has been appointed executive director of Ad Standards, taking on the role from August 2025. Wallace brings over three decades of senior leadership experience spanning marketing, government, and the not-for-profit sector.

Most recently, Wallace served as general manager of the Indigenous Marathon Foundation, where he led social impact initiatives focused on community empowerment. His diverse background is seen as a strong asset as Ad Standards navigates increasing regulatory complexity and evolving public expectations.

“Greg’s expertise in marketing, governance, and community engagement makes him an ideal leader for Ad Standards,” said Gillian Franklin, Chair of Ad Standards. “He joins us at a time when the advertising landscape is rapidly evolving.”

Wallace said he was honoured to lead the self-regulatory body, which plays a key role in maintaining trust in Australian advertising. “I’m passionate about the power of advertising to inform, inspire and connect, and equally committed to maintaining high industry standards that foster trust and accountability.”

In addition to his professional work, Wallace is a committed ultra-marathon runner. He recently completed a 1400km charity run across Thailand for Hands Across the Water and is an organiser of the 240km Coast to Kosciuszko ultramarathon, underscoring his long-standing commitment to community and resilience-driven causes.

Under Wallace’s leadership, Ad Standards aims to strengthen its ties with both industry and the wider community, ensuring advertising continues to reflect public values and expectations.

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The Association for Data-Driven Marketing and Advertising (ADMA) has confirmed marketing veteran and television presenter Todd Sampson as the closing keynote speaker for the ADMA Global Forum 2025, to be held on 9 September at Sydney’s Sofitel Wentworth.

Sampson will deliver a live, in-person session titled Brain Power, exploring how marketers can use storytelling, emotion and tension to build attention and belief in an increasingly data-led environment.

Also joining the speaker lineup is MECCA Chief Marketing Officer Kate Blythe, who will present on how the brand is using data and empathy to strengthen customer connections and drive loyalty.

The Forum will feature panels with senior marketing leaders from NAB, PepsiCo and Optus, focused on how marketers are navigating capability challenges to build high-performing, future-ready teams.

Confirmed panelists include:
• Emma Jensen, Vice President, Small Business at Optus, who will discuss building adaptable marketing teams amid industry change.
• Susan Press, Marketing Director at PepsiCo, on addressing critical skills gaps in FMCG.
• Natalie Lockwood, CMO at NAB, on how marketing can build trust in highly regulated sectors.

Other confirmed speakers include marketing commentator Tom Goodwin and leadership strategist Holly Ransom. Additional speakers and insights, including early findings from ADMA’s new AI research, will be announced in the coming months.

Andrea Martens, CEO of ADMA, said: “We’re thrilled to bring an incredible lineup of powerhouse marketing leaders to the stage once again. There’s a reason ADMA Global Forum has become the must-attend event for ambitious marketers – we’re challenging assumptions, bridging disciplines, and equipping marketers to navigate change and deliver with confidence.

“This year’s agenda is a bold mix of strategy, innovation, and creative prowess, spanning everything from B2B transformation to customer trust, regulatory reform, and AI. Our speakers aren’t just talking about the future; they’re building it. Whether you’re wrestling with regulation, closing capability gaps, pushing for sharper CX, or enhancing your team’s potential through AI, you’ll walk away with the clarity and capability to lead with confidence, armed with insights you can act on immediately.”

Virtual attendees will have the option to stream selected sessions across the day, with student passes also available as part of ADMA’s industry capability push.

Top image: Todd Sampson and Kate Blythe

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In this candid and thought-provoking conversation on Uncomfortable Growth® Uncut, Louise Cummins shares what it truly means to grow — not in ease, but in discomfort.

Having navigated seismic industry shifts throughout her marketing career — from introducing DVDs and Invisalign to now leading in AI — Louise reflects on how each pivotal leap began in deep discomfort. Her story is a powerful reminder that growth rarely comes wrapped in comfort; instead, it shows up as fear, uncertainty, and resistance.

Louise talks about her deliberate “year of yes,” when she challenged herself to say yes to opportunities that scared her — from public speaking to deeply personal interviews. It was uncomfortable. It was raw. But it became a turning point. That year sparked a cascade of unexpected doors opening, each one building on the last.

She and Rowena also unpack the vulnerability of stepping out from behind a company name to become the brand yourself — a transition many find confronting. Louise’s reflections highlight the tension of putting yourself out there and risking criticism, knowing not everyone will applaud, but also recognizing the deeper reward: authenticity and connection.

At the heart of the conversation is a call to separate your identity from your title. In a world of layoffs, AI revolutions, and career pivots, Louise urges us to ask: Who am I beyond my role? Because when things shift — and they will — the grounding force is not your resume, but your self-awareness and adaptability.

My three favourite quotes from Louise’s story are:

“When you’re outside of your comfort zone, that’s when the magic happens.”

“All we can control is right now and being present.”

“Don’t try and look at another person. Don’t copy. Just be really clear about what it is you want.”

This episode is a must-listen for anyone looking to navigate their own path of uncomfortable growth® and find meaning in their professional and personal lives.

The world doesn’t need more stories of success; it needs honest conversations about hard challenges, vulnerability, and proof that trials can ultimately become triumphs.

That’s why the Uncomfortable Growth® Uncut podcast was born. It’s a reminder that struggle and success are intrinsically linked, that growth is rarely easy, and that the moments we feel most uncomfortable are where our greatest breakthroughs lie

Learn more about Uncomfortable Growth® & Rowena here.

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Uber Eats has teamed up with Petbarn to mark the pet retailer’s arrival on the platform with a head-turning campaign featuring an unlikely delivery driver: a dog.

To highlight Uber Eats’ “Get Almost, Almost Anything” brand promise, the launch saw Bodhi, a professionally trained dog, deliver Petbarn products in a custom vehicle designed to look like he was behind the wheel.

The result was a made-for-media moment that resonated nationwide, driving awareness for the brand’s biggest category expansion to date.

“This wasn’t just about launching a new retail partner, it was about owning the conversation,” said Lucas Groeneveld, Regional GM Retail, Uber Eats ANZ.

“Petbarn on Uber Eats is a real game-changer for Aussie pet parents, and we knew the best way to tell that story was to make people feel something first. The campaign delivered on that, in spades.”

The campaign, created by integrated agency Hello, aimed to deliver national attention through a bold, earned-first strategy supported by social content and influencer outreach.

Lucas Groeneveld: ‘Petbarn on Uber Eats is a real game-changer for Aussie pet parents, and we knew the best way to tell that story was to make people feel something first.’

Dave Varney, Creative Director at Hello; “I bloody love this work! This hairbrain idea to create the world’s first delivery dog driver on Uber Eats just never died. Then some super smart people, and a dog, made it actually happen!”

A hero video of Bodhi’s delivery run was shared across Uber Eats and Petbarn’s social channels, with additional content delivered to furry influencers and TV vet Dr. Chris Brown.

The campaign marks one of Uber Eats’ biggest category expansions to date, and was developed to work across media, PR, influencer and creative, all under Hello’s newly unified agency model.

 

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A post shared by Chris Brown (@drchrisbrown)

Credits

Client – Uber Eats
Head of Marketing ANZ, Uber & Uber Eats – Nicole Bardsley
Global Creative Director APAC – Adam Ledbury
Marketing Manager – Holly Dover
Communications Manager – Joshua O’Connor
APAC Social Media Lead – Chanelle Murray
Social Media Manager ANZ – Haley Evirgen
Account Director – Leteesha Stallard

Integrated Agency – Hello
Managing Partner – Sam Kelly
Director of Client Experience – Maddie Marovino
Executive Creative Director – Daniel Fryer
Creative Director – David Varney
Head of Publicity – Allex Conley
Group Account Director – Nicola Hanlon
Account Director – Isabella Ziino

Film Production – We Know Video

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Sara Lee has unveiled a refreshed visual identity and campaign platform, with independent agency Molasses appointed to lead the strategy, positioning, and creative execution behind the update.

Launched under the banner ‘Bring the Love’, the brand refresh aims to reassert Sara Lee’s place in Australian households by celebrating everyday dessert moments. The campaign includes a new visual identity system, shopper communications, and point-of-sale collateral.

The dessert brand, which has been a staple since 1971, remains family-owned and proudly Australian-made. Known for its cheesecakes, pies, crumbles, and ice creams, Sara Lee emphasises traditional recipes crafted by bakers using ingredients like real eggs and fresh cream.

Dan Parritt, co-founder and brand director at Molasses, said the creative needed to honour Sara Lee’s heritage while making it relevant to today’s consumers. “With a brand as loved as Sara Lee, we needed to create something iconic. Eating is one of the most emotional things we do everyday, and we wanted to celebrate, reconnecting through a brand promise of ‘Bring the love’ with Sara Lee,” he said.

“This is more than a tagline, it’s a visual identity system. A flexible platform that builds a dialogue across the customer journey.”

The work follows extensive market research and brand immersion by Molasses, which developed the ‘Bring the Love’ positioning to tap into the emotional connection Australians have with shared food moments.

Tarryn van Romburgh, category and brand strategy manager at Sara Lee, said Molasses brought the vision to life. “Their deep understanding of the shopper journey made every creative touchpoint purposeful, strategic, and memorable.” she said.

Credits
Client: Sara Lee
Owners: Klark and Brooke Quinn
Category & Brand Strategy Manager: Tarryn van Romburgh
Assistant Brand Manager: Sarah Maxwell
Commercial Director: Karl Davies

Agency: Molasses
Co-founder & Brand Director: Dan Parritt
Co-founder & Creative Director: Kent Stewart
Client Director: Nichole Donovan

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Maureen Callahan is saying the quiet part out loud, and people (including this author) are obsessed.

If you’re not already listening to The Nerve, Callahan’s no-holds-barred podcast, you’re missing the cultural reckoning we’ve all been waiting for.

You might know her from Vanity Fair. Or SPIN. Or The New York Post, where she’s built a reputation as one of the only mainstream columnists unafraid to name names and call out hypocrisy at the top of the media food chain.

Now, in the latest episode of Mediaweek’s Newsmakers podcast, Callahan opens up about everything, cancel culture, celebrity journalism, the women the Kennedys destroyed, and why she thinks true crime is in danger of becoming emotionally dishonest.

“I used to think I was weird,” she tells Mediaweek. “Then I had an editor who told me, no, that’s your superpower.”

She talks about the moment Brad Pitt’s team leaked a deeply personal story about his adopted sons, and why not one entertainment journalist asked him to explain it.

“Nobody followed up. Nobody asked a thing. I thought, what are we even doing here?”

She talks about why she had to sue the FBI to tell the full story of Israel Keyes in her book American Predator, and why so many female victims’ stories have been erased from history.

And she doesn’t hold back on the Kennedy dynasty, either.

“After JFK Jr’s plane crash, they tried to blame Carolyn Bessette for being late because of a pedicure. And we all just swallowed it. That’s institutionalised misogyny. Pure and simple.”

Callahan’s podcast is not about being shocking for clicks. It’s about something more rare: honesty. The kind of honesty that doesn’t need approval. Doesn’t chase virality. And doesn’t apologise.

So if you’ve ever felt like you’re the only one seeing through the spin, this episode of Newsmakers is your permission slip.

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