ThinkNewsBrands has released a multi-study report to dispel a myth that has led some advertisers to avoid placements in news media.

The marketing body for premium news publishers listed the key takeaways from the research:

• There is no negative impact on a range of performance and brand perception measures from advertising in ‘hard news’
•  Advertisers are sacrificing significant ROI and profit growth by avoiding news
• Dangers of social media are being ignored by the industry’s brand suitability actions reserved for news

Avoiding hard news: Campaign placements not based on facts

The perception around “brand suitability” that has led some advertisers and their agencies to avoid placing ads in news publishing, isn’t based on facts, said Think News Brands chief executive Vanessa Lyons.

“Many brands and agencies avoid completely placing ads in hard news environments,” Lyons told Mediaweek. “That might be crime, the financial crisis, and politics. Brands and advertisers blanket closing off any opportunity to put their brands amongst that content.

“The fear is that placement might negatively impact brand perception and performance.

“Over the past few months, in particular, there have been many international reports dealing with this. There is one particular statement from the outgoing global head of GroupM, Christian Juhl. He talked about hard news avoidance and how advertisers don’t trust it and feel unsafe in that environment.”

Vanessa Lyons

Christian Juhl comments at a US Senate hearing in July, 2024

“One of the marketers’ biggest fears is that years of brand value could evaporate overnight as a consequence of bad ad placement, companies spending millions of advertising dollars do not want to risk their brand on a strategy that could backfire. Brands consistently inform us as their agency, that they do not want to advertise next to hot-button or divisive content. They want predictable, reliable environments.

“Brands generally disfavour advertising next to news. For example, only 1.28% of brand spend is allocated to online news at this point. This is because brands to prefer to avoid advertising alongside common news, content, war, scandal, political division, and also because they do not need to advertise there to reach their target audience. Alternatives such as sports and entertainment provide a better way to reach these same consumers. This is not a left, right or GroupM preference. It is apolitical. It’s an industry-wide preference.”

‘Stunning misrepresentation’

Media agency executive turned Schwartz Media CEO Ben Shepherd told Mediaweek’s Alisha Buaya recently he has had discussions with brands over concerns about appearing near inflammatory opinion pieces, and recommended avoiding specific verticals if there was discomfort. Shepherd said he never encountered a client who wanted to completely avoid the news.

“And I never have had a client categorise news as Juhl did as ‘war, political division and scandal’,” Shepherd added. “This is a categorical misrepresentation that is stunning from the leader of a media agency in control of over USD$60 billion of investment globally.”

See also: Ben Shepherd and Vanessa Lyons slam Christian Juhl’s claim brands avoid news: “Completely out of hand”

Vanessa Lyons continued: “We have proven for a number of years this should not be an issue. We felt the time was right to address this again and just give the facts that will be able to put this myth to bed.

“The evidence strongly contradicts this is an issue.

“One of the things we wanted to do was highlight some of the international research and then support those findings with Australian data including ThinkNewsBrands effectiveness research.”

Data referred to in the ThinkNewsBrands report

• May 2024 research by NAZDAQ-listed company Stagwell, involving 50,000 adults, which shows no negative impact from advertising in ‘hard news’.
The study found placing ads next to stories about conflict, inflation, politics or crime had no discernible difference on purchase intent, favourability or brand perception compared to placing ads next to sport or entertainment. Across 8 key brand metrics, including among others ‘purchase intent’, ‘trustworthiness’ and ‘right values’, the average perception score difference between ‘hard’ and ‘soft’ news was 1.6%.

• Research by Peter Field that shows advertisers that avoid news sacrifice market share, pricing power (quality perception) and profit growth.
According to the Field research, brands that advertised on news platforms from 2018-2022 had an 88% higher profit and market share growth compared to those that did not.

ThinkNewsBrands has combined the latest global and local research from Stagwell/HarrisX, Edelman, NewsWorks, the University of Canberra, FiftyFive5 and ThinkNewsBrands to dispel the “brand suitability” myth.

The thinking around ‘brand suitability’, that has led some advertisers and their agencies to avoid placing ads in news publishing, isn’t based on facts, ThinkNewsBrands comments.

New evidence strongly contradicts claims that brands suffer from advertising in news publishing content.

Furthermore, evidence shows this misconception is leading advertisers to miss out on significant ROI and profit.

Brand suitability actions seem reserved for news, despite other platforms housing harmful content, increasing deepfakes, AI-generated content and misinformation that really can impact brand perception.

Lyons noted in her discussions with agencies and advertisers they had confirmed a reluctance to be seen amongst hard news. She feels this report should shake up that thinking.

“The result for advertising – whether it be ROI, profit, acquisition – for a brand is much stronger when news is in the placement mix.

“Ultimately what we want to do is to start a dialogue. Advertisers should have the correct facts to take back to their C-suite and say it is not a risk to place ads amongst hard news.

“Everyone is operating off a concern and a risk profile. But the risk profile is not based on facts.”

The official Paralympics TikTok account has garnered 4.5 million plus followers in the lead-up to the games thanks to the range of hilarious, entertaining, and informative video edits shared on the platform.

“To get an account with four million followers and 1.8 billion video views is super. Those are people who were probably not engaged with the Paralympic movement beforehand,” Craig Spence, chief brand and communications officer of the International Paralympic Committee (IPC), told Mediaweek.

Spence said it was important for the Paralympics team to engage new audiences, particularly Gen Z, who he called “the sports fans and purchasers of tomorrow.”

He noted that based on the number of followers, engagements, and likes, as a ratio, the Paralympics TikTok account is “the number one sports account in the world right now.”

“We’re a Paralympic sport. We’re not supposed to be the best account in the world. We’re a Paralympic sport, and people often have, in the same way, they have done with a disability, looked down on and have a stigma towards disability in Paralympic sport.

“We are tearing up the rule book and engaging new audiences,” he said.

“We’ve got loads of comments on there saying, ‘I never knew this happened, I’ll be watching the Paralympics Paris 2024’. If some of those four million people tune in and watch the Paralympic games for the first time, then we’ve done our job.”
 
The account’s success is due to its video formula and the creator behind the clips, known as TikTok Tony.

“It’s proven a winning formula”

Spence said the “three ingredients” that make their videos work are showcasing high-performance sports, the unique ways Paralympians navigate, and the realities of their experience in their fields.

“I’m very clear with the team that we’ve got to stick to three key ingredients, and if we veer away from the ingredients, that’s when we’ll get ourselves into trouble.”

He noted that the traditional ways of showing sports content would not get them as impactful results and engagement numbers as TikTok.

“We have over 13,000 hours of archived Paralympic footage. TikTok Tony knows that archive inside out, taken the three ingredients and added funny, amusing sound beds or noises or trending audio to those clips to drive engagement.

“So far, it’s proven a winning formula,” he added.

TikTok Tony told Mediaweek he had always longed for greater awareness of para sports, having been involved in disability sports since he was 11.

“I am so delighted to see the amount of people who follow and engage with our content on TikTok today.

“Digital media was something I didn’t have in my younger days, and there was a limited representation of para sports, so it is truly an honour to be the person behind it. I’ve created what I didn’t have before,” he said.

Priya Addams Williams

Priya Addams Williams, Shift 20 Initiative lead, told Mediaweek that having a person with a disability and Paralympian run the account cements the authenticity behind the posts.

“People with disability also use and relate to humour and emotion, just like anybody else.”

Shift 20 Initiative, led by the Dylan Alcott Foundation, is a coalition of Australia’s biggest brands supporting greater disability representation.

Among the brands participating in the movement are ANZ, AAMI, Bonds, Kia, McDonalds, Oral-B, nib, Pantene, Uber, and Weet-Bix. While Tourism Australia, Virgin Australia, and TikTok are foundation partners.

Together, they unite to create the ‘Unignorable Adbreak’ by swapping out key scenes in their advertising to include a person with a disability.

For Addams Williams, the account’s global following comes down to a combination of relatability and elite athletes performing at their peak, underpinned by humour.

“It might not be for everyone, including some people with disability, and that’s ok. Not everything needs to be for everyone.”

“We don’t want to be funny just for the sake of it”

Humour has played a significant role in the growth of the account, an element that Spence and his team do not shy away from “just because it involves disability.”

“We fully understand that when you have a global account, not every single video will hit the mark with your audience. We don’t want to be funny just for the sake of it. We’ve got to stick to this formula, and the top of that list is showcasing the best of Paralympic sport.”

The growth in followers and traffic also reflects the feedback seen in the comments section of the posts. Spence said that the best comments are the ones that discover the Paralympics and say, “I’m going to be watching Paris 2024.”

“That’s when we know we’ve landed and done our job. Many comments say, ‘I’m going to hell for laughing at this’. That’s because people have an ignorance towards disability or uncertainty towards disability, and they’re not sure if they’re allowed to laugh at this.”

Spence also noted that the feedback from Paralympic athletes has been positive, with some sharing the content.
 
“We posted a video of US triathlete and Paralympic champion Brad Schneider transitioning from swimming to cycling. As he reaches out for the bicycle, it looks like he’s playing a piano, and we put some Beethoven music on top of it.

“Some people thought we were mocking the athlete. Brad shared it across all his social channels, said it was hilarious, and said he feels like he’s playing the piano when he reaches out for the bike.”

@paralympicsPara Triathlon is swim, bike and air piano. ?♬ original sound – paralympics

Spence noted that as engaging as the posts are, the Paralympics TikTok team have had posts go wrong.

“That’s happened when we’ve gone away from the three ingredients that make the account so special. It’s important that we keep on that tightrope, don’t overstep our mark, and learn from the posts that don’t land right.”

Addams Williams noted that the Paralympics TikTok account has pushed the boundaries of how people without disability think disability can and should be portrayed and that humour plays a significant role.

“People (without disability) often put people with disability in boxes based on their comfort levels, and the Paralympics TikTok has busted through these pre-conceived notions and comfort levels in a big, engaging and thought-provoking way.

“It’s ultimately normalising disability through humour while also educating people about Paralympic sports and hopefully drawing more people to the Paralympics when they kick off on August 28th.”

For TikTok Tony, the inspiration to create hilarious and inspiring content began during the early days of the COVID pandemic, giving him plenty of time to develop ideas for videos.

“I tried tying together viral trending audios on TikTok to moments from the Paralympics I had seen and remember watching previously.

“This started to work, so I kept doing it to make them as short and snappy as possible. I also watch a huge amount of Paralympics footage.”

“His enthusiasm is brilliant”

Behind the hilarious yet informative videos on the account is a Paralympian athlete known as TikTok Tony.

“TikTok Tony is a genius, and we love having a genius in our presence. He was born with a disability and grew up from an early age playing a Paralympic sport. His mind works very differently from ours, and this is where he’s been able to bring humour.

“When you’re in a team environment, and he played a team sport, there’s an element of camaraderie, almost like if you play an able-bodied sport. There are tongue-in-cheek jokes here and there, and he’s almost brought that into the digital world.”

Spence noted that TikTok Tony has an impressive knowledge of the Paralympic archive and constantly searches for appropriate clips, working closely with the digital media team.

“His enthusiasm for what he does is brilliant. I think he loves every day of work at the IPC because he’s living his dream.

“I remember when we interviewed him, he was passionate about wanting to build great awareness of Paralympic sport.

“TikTok Tony has been a revelation since he joined us, and what’s been great to see is how that person has grown in the role. It’s great that the account he created and works with his colleagues is now getting the credit it deserves.”

TikTok Tony said he hopes the videos encourage audiences to tune in and watch the Paralympic Games.

“I want the content to entertain and showcase how good the athletes are. I want fans to be aware of the different sports and the adaptations made for a para-athlete to compete.

“If one of my videos piques your interest and leads to you becoming invested in the Paralympics as a fan or even as a future Para athlete, I have done my job,” he added.

–

Top image: Craig Spence

The global newsbrand The Guardian will soon be reporting more than a doubling of its annual loss, according to a UK report.

The analysis comes from a former chief executive of Australia’s biggest magazine publisher. UK media executive Colin Morrison moved to Australia in the 2000s where he ran ACP Magazines for five years. The company was later acquitted by the Bauer Group and now trades as Are Media following private equity investment.

Morrison these days runs a newsletter called Flashes & Flames which is where the report about The Guardian appeared.

The Times also picked up the report from Morrison on the weekend under the headline ‘Guardian staff braced for job cuts as GMG to report nearly £40m in losses’.

The Times reported The Guardian, which is owned by the Scott Trust, a charity founded in 1936 that funds the newspaper “in perpetuity”, is expected to report a cash outflow of £39 million in the financial year to the end of March when it files the accounts at Companies House at the end of September. Last year the cash outflow was £17 million.

Alongside the latest annual results next month, the media group will also announce a reorganisation plan which is expected to involve cuts in staffing and operating costs, according to Flashes & Flames.

Morrison wrote about how The Guardian’s move to become “more global” might have contributed to the poor performance.

“It is almost too ironic that the 2022-23 results announced in July last year had boasted of revenue growth, careful cost management and commitment to a three-year strategy to become ‘more global’ with more jobs. Fast forward to 2024 and the company is braced for cuts,” Morrison said.

“At a time when most other traditional media have continued to reduce headcount, GMG [Guardian Media Group] has been doing the opposite. Staffing now accounts for an estimated 55 per cent of total GMG costs, compared with 49 per cent in 2020.”

The Guardian responds: Global strategy not about to stop

A Guardian spokesman was quoted in The Times: “We have not yet published our financial results and do not recognise some of the claims sourced from the blog mentioned in this article. The Guardian has had a record year for reader revenue and our supporter base is growing. This compares to many other news organisations that rely more heavily on a challenging advertising market.

“We are making key investments over the next few years as we concentrate on our strategy to be more global, more digital and more reader-funded. Like all news titles, we are looking at our business costs so we can adapt to changes in our industry.”

Earlier this year Mediaweek reported the parent company of the Guardian is set to make a £39m ($75.5m) loss amid a slump in the digital advertising market.

Guardian staff were told back then the Scott Trust, the charitable organisation that owns the newspaper and its sister title The Observer, considers the current finances “beyond acceptable or sustainable”, sources said.

The publisher lost £36m in the last nine months of 2023 and is projecting a cash outflow of £39m by the end of the financial year next month. Katharine Viner, the editor-in-chief, is said to have told her troops they “should worry but not panic”.

Guardian Australia celebrated its tenth birthday last year.

Speaking to Mediaweek 12 months ago, Australian editor Lenore Taylor told us “Revenue, like audience growth, was up strongly in Australia in the past year – both ad revenue and reader revenue.”

Former acting managing director Mason Rook told us at the same time: “Our revenue was up 24% YOY, just hitting the $50m mark. As Lenore noted, that was driven by strong reader revenue as well as advertising products. Reader revenue accounts for just over 50% of business revenue.”

Rook left the business earlier this year and Rebecca Costello is now Guardian Australia managing director. Rook recently joined Nine Entertainment to run Pedestrian.

See also: How The Guardian Australia continues to grow without going behind a paywall

The radio industry opens itself up for examination again this week with the release of more radio ratings. The survey year is into its second half with the fifth of eight surveys dropping on Tuesday.

The Surveys are conducted by GfK and released by Commercial Radio & Audio.

Eight surveys do seem a lot seeing they start in mid-January and run until mid-December. However, if you suggest to TV people that radio is measured too much they laugh heartily. TV of course is measured every minute every day of the year.

Data from Survey 5, 2024 will help radio content heads plan the shape of their programs and stations for the year ahead. If there is an on-air combination not hitting its target ratings by this stage of the year, it’s unlikely to spark into life now. Or is it?

Radio executives will tell you how it takes time for an audience to change listening habits. It also takes time for the chemistry to work for a radio duo or team. That will happen until that day when the plug is pulled with time up. Sometimes a decision made by the board, or a frustrated programming executive tired of hearing from sales that they need some ratings figures to take to market.

Below is a look at the under-achievers and over-achievers in the two critical radio markets Sydney and Melbourne.

See also: Sydney Radio Ratings 2024 Survey 4: 2GB stays far and away at #1

WSFM’s Jonesy and Amanda

Sydney Radio Ratings preview

Who needs to improve: This is an easy one in Sydney. The SCA duopoly has long been a focus as a number of shows at both 2Day FM and 104.9 Triple M have been rolled out over the years. With just six FM licences in Sydney, ranking five or six is not where you want to be. 2Day has already pulled the plug on Hughesy, Ed and Erin. Jimmy and Nath are holding the fort at present and perhaps favourites to get the toughest gig in radio. Don’t overlook Mike E and Emma though who have just moved to weeknights and weekend breakfast at 2Day.

While there has been speculation about new Triple M breakfast in Melbourne, will SCA stick with Mick & MG in Sydney? If they don’t, Matt and Alex could be a good option given they already host an all-day breakfast podcast and are linked to the Triple M brand.

Quiet achievers: (Let’s ignore the compelling argument there are no quiet achievers in radio.) 2GB’s Ben Fordham has quietly snuck away to a massive breakfast share of 17.0% after slipping behind Kyle and Jackie O earlier this year. WSFM’s Jonesy & Amanda don’t do much wrong and a 9.1% breakfast share doesn’t get the recognition it deserves. Similarly longtime Nova 969 hosts Fitzy and Wippa, now with Kate Ritchie, have built a very successful competitive brand across 13 years. Breakfast with Bogart Torelli at sister station smoothfm 95.3 also deserves a nod. Both Nova Entertainment breakfast shows rank #2 and #3 in cume audience size in the market. Finally, what about Vossy and Brandy at SEN 1170 where share has climbed to 2.4%. They are not about to threaten Ben Fordham, but it’s an all-time high at the sports specialist.

Nova 100’s Jase and Lauren

See also: Melbourne Radio Ratings 2024 Survey 4: 3AW on top, Kyle & Jackie O flat

Melbourne radio ratings preview

Who needs to improve: This a little more challenging for the market in the midst of a radio war. It seems churlish to list Kyle and Jackie O here, but the fact is their station and the breakfast show are ranked six out of six commercial FM stations. That would then mean that Triple M needs a shake-up too at breakfast. Something which is well underway where the speculation seems to be that Dave Hughes might switch networks and appear on a station where he is yet to host a show. Rosie, Wil & Daisy are filling in now with Anderson unlikely to ever commit to fulltime breakfast radio again. For now.

It is also a bit rude to point of that three of the five commercial AM stations in the survey have a breakfast share below 1.0% of the market. It’s a tough gig selling AM in a largely FM world, but that is the challenge facing RSN 927, Magic 1278 and 3MP 1377.

Quiet achievers: A few to list here. Starting with #2 FM breakfast in the market. Given the hype and marketing spend behind Jase and Lauren they are hardly quiet achievers. But that doesn’t mean the size of their achievement hasn’t been a little bit underappreciated. Are they still enjoying a radio honeymoon, and how long will they need to perform before they are considered the real deal? Sister station smoothfm 91.5 is perennially overlooked. The station ranks #2 FM and breakfast with Mike Perso who is #4 but with a strong 8.6% share. That’s a good result against the marketing muscle flexed by the KIIS, Gold, SCA and Nova brands. SEN 1116 breakfast with Garry and Tim (and Bucks, Kane and Kingy on some days) is also firing this football season with share pushing above 5% last survey which must be close to an all-time high.

SEN’s Melbourne breakfast with Garry and Tim

SXSW Sydney has unveiled a new round of speakers and sessions, and expanded professional development and networking opportunities for its 2024 program, running from Monday, October 14, to Friday, October 18, 2024.

As one of the latest program additions, Australian tennis star Nick Kyrgios will discuss his passage from sport to business through investments in early-stage startups and what he and other professional athletes look for when seeking to invest. In addition to his tennis career, he now has significant interests in various startups all over the world and is a noted sports commentator.

Devika Bulchandani, marketer and global CEO of Ogilvy, will take to the SXSW Sydney stage to discuss AI’s transformative power in the marketing world, posing the question: Will artificial intelligence overshadow human creativity, or can the two forces combine to achieve groundbreaking results?

This fireside conversation will see Bulchandani explore the collaborative potential of this technology, the evolving role of human insight, and how AI can become a powerful ally in unleashing creativity’s full potential. Under her leadership, Ogilvy was named Network of the Year at the 2022 Cannes Lions International Festival of Creativity, earning this honour by producing work that upended the status quo, altered the conversation, and created meaningful change.

New Zealand-born actress, Lucy Lawless—famous for her role as Xena the Warrior Princess—will take part in an ‘In Conversation’ to discuss her directorial debut, Never Look Away, a documentary film about the life of CNN camerawoman, Margaret Moth.

Wesley Chan, Google Analytics and Google Voice founder, joins a panel titled Insider Advice for Entrepreneurs Wanting to Expand to the US, alongside Marisa Warren (ALIAVIA Ventures), Doug English (CultureAmp), and Karen Jacobson (the Australian voice of Siri).

Chan, the co-founder and managing partner of FVP Ventures, was an early investor in five $10B+ Decacorns and over 20 $1B+ Unicorns, including Canva, Guild, Dialpad, and AngelList, and currently sits on the board of Canva.

MIT Technology Review CEO and publisher, Elizabeth Bramson-Boudreau, is set to share the latest tech innovations being developed in the world’s leading labs and research centres so that the SXSW Sydney audience can better understand how their lives will change over the next years and decades. She’ll speak across fields that include AI, biomedicine, climate science, robotics, and more.

Intel Corporation’s first-ever futurist, Brian David Johnson, will show us how to think like a futurist—from AI to safety. His work is called futurecasting, using ethnographic field studies, technology research, cultural history, trend data and more to help organisations develop an actionable 10–15 year vision.

Newly revealed podcasts include writer, editor and podcaster Clare Stephens in conversation with Olympic gold medallist Noémie Fox for a live recording of ‘But Are You Happy?’, Lucy Jackson and Nikki Westcott live on stage with ‘Happy Hour with Lucy and Nikki’, and‘Welcome to the Future with Charles Firth & Dom Knight’, with more to be announced.

Additional speakers added to the lineup include actor and musician Tim Minchin, playwright and librettist, Suzie Miller, Australian boxer Harry Garside, author and campaigner Grace Tame, Intuit Mailchimp CMO Michelle Taite, co-founder of HumanRace Rachel Muscat, Australian radio personality and author John Safran, NBA’s head of strategy APAC Rajah Chaudhry, climate leader and political activist Simon Holmes à Court, and more.

SXSW Sydney is also expanding its professional development offering, with dozens of new workshops, meetups, mentoring, and networking opportunities added to the program. SXSW Sydney mentoring sessions offer badgeholders personalised, 15-minute one-on-one coaching from industry leaders and top organisations designed to accelerate professional and business growth.

Advance sign-up is required and space is limited. RSVPs open early September through the website.

On top of mentor sessions there will be more than 30 workshops to choose from, including ‘The Power of Stupid Ideas: How to Unlock Creative Brilliance’, ‘Competitive Advantage and Intellectual Property: Protecting Your Investment’, and ‘Cyber Siege: Prepping the C-Suite for Digital Battlefields: Does Your Board Have the Necessary Skills to Respond to a Cyberattack?’. With plenty more to be announced. 

New wave of SXSW sessions announced

• Securing Your Financial Future in a World Where Wages Won’t Keep Up – Hosted by You’re in Good Company’s Sophie Dicker, this expert panel—featuring CEO of Stake Jon Howie, Senior Investment Specialist at Morningstar Shani Jayamanne, and Co-Founder of Equity Mates Bryce Leske—will explain the importance of building your finance and investing skills to reach (and even exceed) your ambitions.

• Do We Belong in the Mainstream? – Is there a seat in the global market for First Nations content and artists? Dive into the discussion with First Nations filmmakers and artists as they explore how to market Bla(c)k, First Nations stories to the world. With former Artistic Director of Bangarra Dance Theatre, Stephen Page and Australian actor Hunter Page-Lochard.

• Avant-garde AI: Creative Ownership in the Second Wave – As engineers rapidly build the functionality in AI platforms, tuning in to the expectations of demanding creatives, many artists are busy pulling apart the wiring and seeing what breaks first. This panel brings together Head of Research at Leonardo AI Martin Bell, senior creative technologist Jessie Hughes, artist and educator Petr Joura, and Moderator Damian Gascoigne to discuss the genesis of AI image generation and explain how they are getting ahead of the second wave with exploratory, cross-disciplinary work.

• Can Australia be the Energy Superpower that Saves the World? – Australia is poised to lead the global charge into a zero-carbon future. This panel will delve into how groundbreaking digital tools and innovative solutions are helping to accelerate Australia’s energy transition, and how rapid progress will enable us to become a global economic and industrial superpower that helps decarbonise the world.

• The Neurotechnology Revolution is Here: What Do We Do Now? – We are living in the midst of the Neurotech Revolution. Over the past decade, there has been an explosion in the amount of resources dedicated to the development of “neural interfaces,” devices that interact with the brain or nervous system of an individual. Hear from world-leading Australian innovators about their quest to develop a brain computer interface.

• The Habit Revolution: Master the Science of Change – Join Australia’s only habit researcher, Dr Gina Cleo, for a transformative journey into the fascinating realm of habit change. Drawing from the latest research in neuroscience, psychology, and cutting-edge technology, this engaging 60-minute session will offer a fresh perspective on how habits shape our lives and how we can reshape them in turn.

• Can AI Win a Court Case? – In this workshop, Join Australian law firm, Lander & Rogers, for a live mock trial which will see a skilled legal practitioner go head to head with AI in front of a registered judge and see who prevails.

Hundreds of world-class speakers, covering a diverse yet interrelated array of timely and relevant topics, have been announced so far for SXSW Sydney Conference, including bestselling author Johann Hari, human rights lawyer Jennifer Robinson, Australian Astronaut Katherine Bennell-Pegg, billion-dollar founder Min-Liang Tan, Australian race car driver Molly Taylor, Australian actor Luke Hemsworth, Google DeepMind AI researcher Clare Bycroft, Twitch CEO Dan Clancy, and many more.

Newly announced partners

SXSW Sydney badgeholders can take a break in between sessions, relax, explore and connect with fellow attendees in various lounges scattered throughout ICC Sydney.

2024 lounge partners announced today include AWS Innovation House, showcasing the “Art of the Impossible” through thought provoking talks in a relaxed setting; the CyberCX Lounge, featuring an exciting mix of panels and demonstrations around the latest in cyber security; Procore, providing an immersive, audio-visual experience that illuminates how connected technology is advancing construction; and the Accenture AI Lounge – where creativity, technology and innovation converge and badgeholders can relax, recharge and dive into interactive experiences that showcase the transformation power of artificial intelligence.

Plus, get closer to culture with TikTok House at SXSW Sydney 2024. As the leading destination for short-form mobile video, TikTok is taking over the Old Clare Hotel with exclusive invite-only panels, lunches and happy hours exploring creativity, advertising effectiveness and culture.

On the eve of the new season, Seven has revealed its AFL Women’s commentary team for season nine of the competition. 

Dual AFLW best and fairest award winner, Erin Phillips, will join Seven’s AFLW team for the 2024 season following her first full season behind the mic for Seven’s men’s AFL coverage.

Fresh off the back of her decorated career with Adelaide and Port Adelaide, Phillips will be part of Seven’s commentary team for the opening clash between the Sydney Swans and Collingwood at North Sydney Oval from 7.00 pm AEST live on 30 August on Seven, 7mate and 7plus.

In addition to the team’s new recruit, Seven also welcomes back a lineup of the game’s best callers and experts in 2024, including Jason Bennett, Libby Birch, Nigel Carmody, Natalie Edwards, Melissa Hickey, Abbey Holmes, Sam Lane, Kate McCarthy, Alister Nicholson, Sarah Olle and Jo Wotton.

Seven’s AFLW team will also include 7NEWS’ Ryan Daniels, Theo Doropoulos, Anna Hay, Kate Massey, Alissa Smith and Laura Spurway for matches in their home states. Joining them will be former AFLW player Akec Makur Chuot, in her commentary debut.

Throughout Round One, a group of the game’s most well-known voices – Matthew Richardson, Dale Thomas and Nathan Jones – will also form part of Seven’s commentary.

Following Round One, Seven will launch its new weekly AFLW talk show, Talking W, starring host Abbey Holmes and expert panellist Kate McCarthy, alongside a rotating group of current and former players.

Every Monday night, Abbey and Kate will be met by a special guest to tackle all the biggest women’s footy headlines dominating the news cycle, while providing expert match analysis from the previous round, live and free on 7plus.

Holmes said: “After an unbelievable 25 weeks of the AFL season, I couldn’t be more pumped to have arrived at the beginning of another AFL Women’s season.

“The players have been working incredibly hard throughout a long off-season to ensure they are prepped, primed and ready to roll, so we can all be assured the game will go to yet another level in season nine.

“North Melbourne, Adelaide and Brisbane are once again three sides that I feel will be the hardest to beat this season, however I’m very excited to see what a young Hawthorn group can do under the new leadership of Daniel Webster,” she said.

Network director of sport, Chris Jones said: “This season, Seven will deliver footy fans more AFL Women’s content than ever before, and we couldn’t be more excited.

“As we embark on a new digital era for sport in Australia, where everyone can stream every round of the footy and the Australian summer of Cricket live and free on 7plus, there’s never been a more exciting time,” he said.

Foxtel Media has revealed the line-up for its 2024 Summer of Cricket, with Adam Gilchrist kicking off proceedings in Perth.

Speaking to a select group of industry insiders in Perth, Gilchrist spoke about his cricket tenure, his return to commentating, the anticipation around the upcoming season with India and Pakistan on tour in Australia, and Perth hosting the final games against the West Indies.

With full rights to the 2024-2025 Australian summer of cricket, Fox Cricket remains the only place to watch every Australian Men’s & Women’s international match, plus every KFC BBL and Weber WBBL match live, available via Foxtel and Kayo Sports.

Foxtel Media CEO, Mark Frain said: “Fox Cricket is the number one destination for cricket this Summer, where sports passion meets watchability and connectivity. This summer, Fox Cricket will also have more exclusive Australian Cricket than ever before.

“We’re committed to delivering a superior viewing experience for fans with no ad breaks in live play for key tournaments and providing comprehensive analysis and storytelling around each and every match.

“For advertisers, this means a premium environment with less clutter and a plethora of sponsorable integration elements to engage with fans who are immersed in the action.”

David Warner will officially join Fox Cricket in a full-time capacity this season following his recent retirement from international cricket. Returning commentary regulars include Mark Waugh, Isa Guha, Kerry O’Keefe, Mike Hussey, Mark Howard, Brett Lee, Brendon Julian and Ian Smith.

While Usman Khawaja will be busy with field duties, he will also be involved with FOX Cricket providing expert commentary in a number of matches across the Big Bash League. Meanwhile, Harsha Bogle will be joined by the Indian cricket heavyweight Ravi Shastri, providing coverage to the Indian Test Tour of Australia – Border-Gavaskar Trophy.

Fans will see Australia and India, respectively number one and two in the World Test Rankings, compete against one another.

Fox Cricket’s Summer of Cricket lineup includes:

• India’s Test Tour of Australia (Men’s Border-Gavaskar Trophy)
• 2024 Men’s and Women’s Big Bash Leagues
• ODI Series Australia vs Pakistan
• T20 Series Australia vs Pakistan
• The Women’s Ashes Series
• Women’s ODI Series

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Top image: Adam Gilchrist and Mark Frain

Are Media has announced the inaugural The Australian Women’s Weekly Health Summit sold out in less than 10 days, making it the fastest-selling consumer event in Are Media history.

The Australian Women’s Weekly Health Summit was created in response to The Weekly’s 2023 Voice of Australian Women Survey, which found women are more focused on mental and physical health than ever before while also feeling unprepared for and uninformed about menopause.

The event, sponsored by Priceline Pharmacy in partnership with Jean Hailes and McKenzie’s Foods, will take place at Sydney’s Museum of Contemporary Art Australia on Saturday 31 August, with a focus on health topics that are of most importance to women, including menopause, wellness and mental health, physical health, financial health and healthy eating.

It will include a series of panel discussions, cooking demonstrations and participatory sessions featuring experts, special guests and The Weekly team.

Australian Women’s Weekly editor Sophie Tedmanson

Event host and editor of The Australian Women’s Weekly, Sophie Tedmanson, will be joined by MC Jessica Rowe along with wellness experts including celebrity cook Julie Goodwin, fitness trainer Michelle Bridges, actress Jodi Gordon, radio and television personality Myf Warhurst, former model and podcaster Alison Daddo, TV GP Dr Ginni Mansberg, financial expert Effie Zahos, First Nations social and emotional wellbeing counsellor Dr Liz Dale, and CEO of Jean Hailes for Women’s Health, Dr Sarah White.

The Health Summit will be part of a fully integrated campaign, amplified across The Australian Women’s Weekly brand through editorial and native features, advertising, video, social media and publicity.

Are Media’s Andrew Cook

Are Media director of sales, Andrew Cook, said “We are truly thrilled with the overwhelming response to our first The Australian Women’s Weekly Health Summit. As Australia’s leading omnichannel content and commerce company for women, we are committed to championing the lives, lifestyles and health of women across all ages.

“This event underscores the strength of The Weekly brand, with ticket sales reflecting just how important these conversations are to women. We’re proud to be the brand they turn to for that powerful connection and to deliver this new tentpole to drive engagement and awareness across Are Media’s platforms.

“We’re delighted to partner with Priceline Pharmacy, Jean Hailes and McKenzie’s Foods on this important initiative and we look forward to a morning filled with inspiration, insights and empowerment,” he said.

Think HQ has achieved its B Corp certification, becoming one of the latest Australian agencies to join the community founded on the principle of only working on business for good.

The agency, which has nearly 100 employees, earned its certification under the advertising and research classification for agencies with 50+ employees.

B Corp certification measures a company’s entire social and environmental impact through verified standards of performance, accountability and transparency. It also underscores Think HQ’s commitment to driving positive change for people, places, and planet.

The achievement measures its approach and commitment to using communication to drive positive change and the beginning of a new era of increased accountability and innovation.

Having the B Corp certification allows Think HQ to deliver impact through ethical purposes with work designed to reach all Australians by recognising diversity is mainstream.

“As an agency, one of our values is being authentically authentic,” Think HQ founder and managing director Jen Sharpe, said. “B Corp certification further validates who we are and what we have always stood for – positive social change.”

Fiona Nixon, Think HQ chief strategy officer, said: “The entire Think HQ team spent the past year collaboratively considering how we create impact and re-engineering agency-wide processes to align with the B Corp framework and set ourselves up for ongoing improvement as we join and learn from the B Corp community of businesses.”
 
“The process of becoming a B Corp is extensive and rigorous, and it’s a true testament to who we are. B Corps around the world set the gold standard for positive impact, and we’re thrilled to now be a part of that community – one aligned in values, and dedicated to the social and environmental betterment of our world,” Nixon added.
 
Think HQ’s B Corp certification comes after it was appointed as the communications partner for The Butterfly Foundation, the charity for Australians impacted by eating disorders and body image issues.
 
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Top image: Think HQ

Social Ventures Australia (SVA) has undergone a brand refresh through Principals to reflect the energy and impact of the organisation it has become since its founding in 2002.

SVA is an innovative social impact organisation created to solve systemic social problems by redesigning systems, helping institutions think differently, and working with partners and communities to take action on social change.

The branding design agency assisted with the not-for-profit’s strategy, tone of voice development, a website UX audit and competitive analysis.

“At SVA, we have a history of innovation: from helping to create one of Australia’s largest social enterprises to scaling a diverse set of impact initiatives, building a social impact consultancy and social impact investment markets,” Suzie Riddell, SVA CEO, said.

“Last year, we were awarded Best CSR Innovation by the Australian Financial Review. By working together with a wide range of partners, we can help solve some of the most challenging social issues. We wanted to articulate this process and have the brand better reflect these skills and achievements.”

The branding agency’s work began with the development of a brand strategy that defined a core positioning to reflect SVA’s focus and impact – “Leading the charge against too hard” – informed by design research with clients and stakeholders.
 
The elevator pitch and tagline – “Innovators for good” was shaped to maximise the brand’s impact and to attract more clients and partners. This was followed by the development of the look and feel for the SVA website as well as brand asset creation.

“SVA applies its energy and creative problem solving to address entrenched social issues. The refreshed brand identity reflects this,” Principals strategy director and principal Moensie Rossier said.
 
“The brighter and more distinctive design adds warmth and compassion, showing that SVA is a trusted partner and truly makes an impact.”
 
Riddell added: “The evolution of the brand embodies the essence of who we are today and positions us to support our mission as we continue to evolve and tackle social disadvantage in Australia.”

Lendlease has launched a new brand identity and campaign for VicX, a mixed-use precinct in North Sydney, via strategic brand and creative agency, Houston Group: X marks the spot.

VicX opened to the public in late August, introducing 15 new retailers, with an additional seven food and beverage venues and redesigned public spaces and pedestrian walkways expected to be completed by 2025.

Houston Group was tasked by the construction and real estate giant with developing a brand that would position VicX as a vibrant and inviting destination.

The campaign uses the abbreviation of the precinct’s name to create messaging aimed at inspiring curiosity and connection, with the ‘X’ serving as a call to action, encouraging residents, workers, and visitors to ‘find your way here.’

Its logo and visual elements centre around an ‘X’ device designed to function as a marker for the area.

The initiative comes as The Victoria Cross Metro Station, which recently opened, signals the ongoing transformation of North Sydney. The station is expected to change the way people move around the area and contribute to North Sydney’s revitalisation as a hub for commercial, retail, and residential activity.

“North Sydney has always suffered somewhat of an identity crisis but Victoria Cross is a game-changer,” said Stuart O’Brien, CEO and founder of Houston Group.

“Our job was to create an energetic brand that established a sense of place and personality and inspired people to connect with this next chapter.”

He continued: “The project was so much more than establishing Victoria Cross as a destination, it was also about providing new dimensions of meaning and character to a precinct designed with people in mind – and bring a human spirit to a transformative building development.”

The design system developed by Houston Group is also intended to support different communication and creative needs for Lendlease, with a dynamic ‘X’ symbol that can be used across different types of content. 

The latest work follows Houston’s June launch of a new brand identity for PCYC NSW, a youth charity that empowers young people to reach their potential through community partnerships: Belong somewhere life-changing.

See also: Houston Group unveils brand refresh for PCYC NSW, ‘Belong somewhere life changing’

Credits:
Agency: Houston Group
Stuart O’Brien – CEO/Founder
Daye Moffitt – Executive Strategy Director
Alex Toohey – Executive Creative Director
Isabelle Robison – Senior Designer 
Michelle Teh – Design Director 
Gretel Maltabarow – Managing Director
Cate Patterson – Senior Account Manager 
Michael Thebridge – Copywriter 
Max Russell – Finished Artist  

Client: Lendlease
Rebecca Sloan – Project Marketing Manager

Shopify has launched a brand campaign across Australia via independent creative agency Chello: From Entrepreneur to Enterprise.

The work is intended to showcase the e-commerce platform‘s capability to support a broad range of businesses, from small local entrepreneurs to large enterprises.

The campaign, which spans the Asia-Pacific region and was recently launched in Singapore, features three Australian brands – LSKD, Petstock, and Toys “R” Us – that have used Shopify’s platform to expand their operations.

“We worked closely with the Shopify team to go deep on recent merchant research to understand both the brand equity that Shopify had achieved with APAC chief technology Officers to date, as well as the barriers some businesses needed to overcome to make the transition to Shopify as their commerce platform,” said Chello creative director, Tristan Velasco.

“Shopify has always endeavoured to put its merchants first, however this was the moment for the brand to step into the sun while still celebrating success in tandem with its biggest success stories.” 

The campaign centres around hero videos that are being distributed across digital platforms including Meta, LinkedIn, Reddit, ITNews, Spotify, Google Discovery, and YouTube.

The digital efforts are further complemented by OOH placements in key locations across Melbourne and Sydney, running through November.

In Melbourne, the campaign includes tram wraps, the 3D billboard at the corner of Flinders and Elizabeth streets, and other OOH placements along the Tullamarine Freeway. In Sydney, the campaign features bus wraps, Light Rail panels, and the Bondi Junction Super Screen.

“Shopify powers over 25% of all ecommerce in Australia, underpinned by our support for businesses of all sizes, including the demands of enterprise,” added Shaun Broughton, Shopify MD of APAC and Japan.

“With more innovation, speed and reliability than any other platform, this campaign is a great reminder that leading enterprise brands like LSKD, Petstock and Toys “R” Us are using Shopify to reach new heights. When we work with retailers, there’s no enterprise too big, and no entrepreneur too small.”

See also: Atomic 212°, Chello & My Muscle Chef join forces for new campaign

Credits:
Shopify 
APAC Regional Marketing: Ashleigh Levett 
Senior Digital Marketing Manager: Vivek Bharti 
Senior Lead, Revenue Marketing: Taylor Graham 

Chello 
Executive Creative Director: Tristan Velasco 
Creative Director: Catherine Tubb 
Senior Account Director: Drou Angelides 
Senior Account Manager: Ellie Walton
Senior Copywriter: Charlie Roberts 
Senior Motion Designer: Joel Stylis
Motion Designer: Isabelle Coury
3D Modeller: Guy Robinson 
Senior Designer: Natalie Wong 
Design Lead: Chesca Ruta 
Finished Artist: Richard Spencer
Senior Producer: Ceri Jones 
Production Assistant: Lauren Barrett 

Thursday 22 August 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s NRL – Tigers v Sea Eagles recorded a total TV national reach of 1,348,000, a total TV national audience of 576,000, and a BVOD audience of 63,000.

Nine’s 9News recorded a total TV national reach of 1,853,000, a total TV national audience of 1,143,000, and a BVOD audience of 91,000.

Seven News recorded a total TV national reach of 2,105,000, a total TV national audience of 1,280,000, and a BVOD audience of 65,000.

Seven’s Home & Away recorded a total TV national reach of 1,538,000, a total TV national audience of 847,000, and a BVOD audience of 109,000.

10’s airing of Dogs Behaving (Very) Badly recorded a total TV national reach of 1,008,000, a total TV national audience of 403,000, and a BVOD audience of 12,000.

People 25-54

Nine’s NRL – Tigers v Sea Eagles:
• Total TV nation reach: 489,000
• National Audience: 208,000
• BVOD Audience: 38,000

Seven’s Seven News:
• Total TV nation reach: 545,000
• National Audience: 296,000
• BVOD Audience: 34,000

10’s Dogs Behaving (Very) Badly:
• Total TV nation reach: 353,000
• National Audience: 135,000 
• BVOD Audience: 7,000

Seven’s Home & Away:
• Total TV nation reach: 531,000
• National Audience: 278,000
• BVOD Audience: 61,000

People 16-39

Nine’s NRL – Tigers v Sea Eagles:
• Total TV nation reach: 236,000
• National Audience: 96,000
• BVOD Audience: 24,000

Nine’s A Current Affair:
• Total TV nation reach: 153,000
• National Audience: 87,000
• BVOD Audience: 21,000

10’s Dogs Behaving (Very) Badly:
• Total TV nation reach: 130,000
• National Audience: 49,000 
• BVOD Audience: 3,000

Seven’s Home & Away:
• Total TV nation reach: 254,000
• National Audience: 131,000
• BVOD Audience: 38,000

Grocery Shoppers 18+ 

Nine’s NRL – Tigers v Sea Eagles:
• Total TV nation reach: 1,009,000
• National Audience: 428,000
• BVOD Audience: 48,000

Seven’s Seven News:
• Total TV nation reach: 1,678,000
• National Audience: 1,040,000
• BVOD Audience: 52,000

10’s Dogs Behaving (Very) Badly:
• Total TV nation reach: 788,000
• National Audience: 319,000 
• BVOD Audience: 10,000

Seven’s Home & Away:
• Total TV nation reach: 1,209,000
• National Audience: 666,000
• BVOD Audience: 87,000

Data © OzTAM and Regional TAM 2024. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.