After three years leading Australian Associated Press through a period of transformation and recovery, CEO Lisa Davies will step down in June.

The former Sydney Morning Herald editor, who began her journalism career at AAP more than two decades ago, has played a central role in securing the national newswire’s future following an existential funding crisis.

In a note to staff, AAP chair Gail Hambly confirmed Davies’ last day will be Friday, 6 June.

General counsel Emma Cowdroy will return as interim CEO while the organisation conducts a search for a permanent successor.

A career full circle

Davies’ connection to AAP is deeply personal. She began at the wire service in 2000, first as an editorial assistant in Brisbane and then as a cadet reporter in Sydney.

Her career path took her to The Daily Telegraph as chief court reporter, and later to The Sydney Morning Herald, where she rose through the editorial ranks to become editor in 2017.

In 2022, she returned to AAP as CEO during a critical moment in the organisation’s history.

Two years earlier, shareholders News Corp and Nine Entertainment Co had withdrawn support, placing the newswire at risk of closure. It was ultimately saved by a consortium of philanthropists and investors and relaunched as a not-for-profit.

Under Davies’ leadership, AAP secured $33 million in federal funding, $11 million annually for three years, bolstering its role as an independent provider of fact-based journalism.

She also oversaw the revival of AAP’s cadet program and helped bring Nine Publishing back on board as a commercial customer.

In her farewell note, Davies said it had been “an honour and a privilege” to lead the organisation where she first learned the principles of impartial journalism, adding she would “always be an advocate” for AAP and its public interest mission.

Leadership continuity and next steps

Cowdroy, who previously served as AAP CEO when the company relaunched in 2020, will take reins on an interim basis.

Cowdroy, a long-time executive and former solicitor with Gilbert + Tobin and Sparke Helmore, has been with AAP for more than two decades. She described her return to the leadership role as “a privilege”.

While Davies declined to comment further, industry observers note that her exit comes at a time of renewed confidence in the wire service’s financial and editorial direction.

AAP’s next chapter will require balancing its public interest charter with commercial resilience, an ongoing challenge in a fragmented media economy increasingly reliant on trusted content partnerships.

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Ant Keogh, Paul McMillan, and Michael Derepas have teamed up to launch their independent agency, Kerfuffle, based in Flinders Lane, Melbourne.

The trio, recognised as one of the most awarded agency teams in the country, spent seven years at the helm of The Monkeys Melbourne, following hugely successful long-term stints at BBDO Melbourne and George Patts.

Joining them are Group Account Director Jessie Roper, Senior Copywriter Carly Dallwitz, Senior Producer IIona Phyland, along with Creative Partners Josh Stephens and George Freckleton.

“At Kerfuffle, we are unashamedly about creativity,” Keogh said. “At a time where the industry is under threat from all angles, we are doubling down on what creativity can do for business and aim to be a safe haven for the best creative minds in the country. In the great battle for attention, creativity wins.”

Derepas added: “At the end of the day, the best strategy is only as good as the work it creates. To earn brands their precious piece of mental real estate, you need rock-solid strategic foundations. Only then, can the creatives leap further, and release big creative ideas that command actual human attention – the kind of work we want to create at Kerfuffle.”

On the origins of the name ‘Kerfuffle’, Keogh said: “Our clients need to make a noise, get noticed, create a commotion. Unless you do that first, everything else is academic. It comes out of that. Or maybe we just thought it sounded funny.”

McMillan added: “Kerfuffle is a small group of smart people with huge experience. Collectively we have made a lot of great work with many wonderful agencies, clients and colleagues… now it’s super exciting to be backing ourselves and having a crack as an independent.”

The combined experience of the group spans strategy and/or creative for iconic brands including Carlton Draught, Corona, Great Northern, Pure Blonde, Victoria Bitter, Dare Iced Coffee, Farmer’s Union, Big M, Snickers, Mars, Mars Pet, Cadbury, Bega, Lion, BCF, Rebel Sport, Target, Macpac, Remedy Drinks, Yoplait, AHM, iSelect, Bupa, NAB, Coles, Target, Telstra, General Motors, Supercheap Auto, Visit Victoria, Australian Defence Force, TAC, Australian Government, Victorian Government, and many more.

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It’s official! The three young lead actors have been announced for HBO’s upcoming Harry Potter TV series.

Dominic McLaughlin will play boy wizard Harry Potter, Arabella Stanton will be Hermoine Granger, and Alastair Stout plays Ron Weasley.

Daniel Radcliffe, Emma Watson, and Rupert Grint became household names playing the characters in the Warner Bros film series.

Being so young, all three are relative newcomers, but Arabella Stanton has developed a minor profile playing the title role in Matilda The Musical in London’s West End.

Each season of the new TV show, set to stream exclusively on HBO Max, will be a faithful adaptation of the book series by J.K. Rownling.

The series is set to debut in late 2026 or 2027. With seven books in the series, we will likely watch these young actors grow up on screen, through to at least 2034.

Showrunner Francesca Gardiner (His Dark Materials) and series director Mark Mylod (Succession, The Menu) issued this statement about the casting process:

“After an extraordinary search led by casting directors Lucy Bevan and Emily Brockmann, we are delighted to announce we have found our Harry, Hermione, and Ron. The talent of these three unique actors is wonderful to behold, and we cannot wait for the world to witness their magic together onscreen. We would like to thank all the tens of thousands of children who auditioned. It’s been a real pleasure to discover the plethora of young talent out there.”

The adult cast for the show is set to include Paapa Essiedu as Snape, John Lithgow as Dumbledore, Janet McTeer as Minerva McGonagall, and Nick Frost as Hagrid.

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IKEA is celebrating its 50th anniversary in Australia with the release of a limited-edition Meatball Party Pie, available free in all ten IKEA stores nationwide on Saturday, 31 May. The offering fuses two culinary staples, the traditional Australian party pie and the iconic IKEA Swedish meatball.

The commemorative snack includes IKEA’s classic meatball, gravy sauce, and a flaky crust, topped with Swedish lingonberry jam. A plant-based version using IKEA’s Plantball will also be available.

First introduced in 1985, IKEA’s meatball remains one of its most popular products, with 3 million plates sold at IKEA Australia last year.

Complementing the celebration, IKEA will also offer its hot dogs at a discounted price of 50 cents on Saturday, 31 May and Sunday, 1 June.

Tim Prevade, Country Food Manager for IKEA Australia, said: “Australians have embraced our food as much as our high quality, affordable home furnishings in the last 50 years… The Meatball Party Pie is a fun, flavour-packed way to celebrate that.”

The new product was developed in collaboration with local supplier Loftus Pies, based in Sydney’s Sutherland Shire.

John Tsoutsas, Chief Pie Officer at Loftus Pies, noted the partnership’s creative process: “The Meatball pie is certainly not something we’ve done before, so we spent time with the IKEA food team perfecting the recipe for the right amount of meatball to gravy to pastry,”

Visitors to IKEA can try the limited-edition Meatball Party Pie by showing their IKEA Family membership in-store on Saturday, May 31, while stocks last.

The initiative reflects IKEA’s continued focus on integrating food into its brand experience, with internal research indicating 54% of Australians have dined at IKEA.

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Paper Moose has unveiled its new brand platform, ‘Wildly Effective’, marking a strategic shift towards uniting creative development with rigorous marketing science. The initiative reinforces the agency’s commitment to delivering impactful ideas backed by empirical testing.

The platform is the culmination of Paper Moose’s 14-year evolution. It aims to address growing demands from CMOs for higher efficiency and efficacy in campaign development, particularly for values-aligned brands.

Moose Review

A central feature of ‘Wildly Effective’ is Moose Review, a proprietary AI pre-testing platform. It simulates synthetic focus groups and tests creative outputs against a suite of best practice marketing science methodologies. The tool enables rapid and cost-effective iteration, offering clients a way to enhance campaign effectiveness before production.

Nick Hunter, CEO and co-founder of Paper Moose, said the platform brings together the agency’s entertainment roots and its methodical development of full-service capabilities. “Wild ideas win hearts: they make you sit up, take notice, and feel something. It feels like a full circle moment, having begun in entertainment and slowly and methodically designing an agency from first principles that can bridge the gap from brilliant ideas to results in the most effective way possible.” Hunter noted.

Josh Flowers, Invention Chief and co-founder, added that Moose Review represents a next-generation solution: “It lets us and our clients rigorously test and iterate ideas in minutes rather than weeks at a fraction of the cost.”

The launch follows a series of new business wins and senior hires at the agency. With ‘Wildly Effective’, Paper Moose aims to sharpen its focus on client growth through emotionally resonant and scientifically validated campaigns.

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Australian independent media agencies are anticipating a rise in advertising expenditure for the 2025–26 financial year, according to the latest Indie Census from the Independent Media Agencies of Australia (IMAA).

The annual census, released on 28 May, gathered responses from 157 agencies nationwide, offering insights into industry sentiment, channel expectations, and business plans for the year ahead.

Revenue growth signals industry momentum

The data reveals that 77% of IMAA members expect advertising spend to either increase or remain flat in FY26. Notably, 32% predict a year-on-year increase of up to 10%.

This aligns with growing agency billings, as nearly two-thirds now report annual revenues above $11 million. The proportion of agencies billing between $30 million and $50 million doubled in the past year to 16%.

Media channels poised for expansion

Growth is expected across several media channels, particularly in connected TV/BVOD, programmatic out-of-home (OOH), podcasts, digital video, and social media.

Almost 70% of respondents forecast up to 25% growth for CTV/BVOD, while over 60% anticipate similar growth for audio and podcasts. Programmatic OOH is becoming a standard inclusion, with three in four agencies adding it to media plans.

Recruitment plans indicate confidence

Recruitment is also trending upwards. More than 70% of indie agencies plan to increase staff numbers, with 60% looking to add up to five employees.

Strategically, just over half (50.92%) of agencies reported a unified approach to audio planning and buying, spanning broadcast radio, streaming, and podcasts. Meanwhile, 60.1% intend to manage retail media buying directly, reflecting continued diversification in buying responsibilities.

Challenges in content and measurement

Digital branded content and measurement solutions remain challenging areas. Agencies cited budget constraints, ROI considerations, and lead times as obstacles to branded content, while education and cost were major factors affecting uptake of advanced measurement tools.

AI and privacy are top considerations. A majority (57%) use AI to streamline operations or improve campaign outcomes. Privacy is a critical factor for nearly 74% of agencies when selecting publishers or platforms.

Sector outlook remains optimistic

Sam Buchanan, CEO of the IMAA, said: “Our latest Indie Census is demonstrative of the buoyancy in the national indie media agency sector. Despite the cost-of-living crisis and reduced consumer spending, our members continue to feel positive about advertising spend and business growth, reflecting the overall state-of-play in the indie agency landscape.”

More information about the 2025 Indie Census can be found at theimaa.com.au.

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Vogue Australia is gearing up to celebrate the tenth anniversary of Vogue Codes, its flagship initiative that bridges the gap between women and tech careers.

Since launching in 2016, Vogue Codes has evolved into a multi-event series spotlighting women who are reshaping the technology landscape, combining fashion’s influence with STEM’s innovation.

This year, the program runs from June to September, bringing together an inspiring line-up of events designed to inspire, educate and connect.

Returning partners CommBank and Billy Blue College of Design at Torrens University are joined by fresh faces Dyson, Qantas, and TechnologyOne, signalling growing industry support for gender equity in tech roles.

Empowering women to lead the future of tech

Edwina McCann, Vogue Australia’s Editorial Director and Publisher, underlined the initiative’s original ambition: to make tech careers not just accessible, but appealing, even stylish, to women.

She said, “Vogue Codes was born from the idea that by leveraging the Vogue platform, collaborating with innovative companies and shining a light on women leading the way, we could demystify technology and make a tech career not only a natural choice for women, but also a fashionable one.”

As Vogue Codes enters its milestone year, the program remains steadfast in its mission.

The theme for this year, Powering Potential: The Tech Shaping Future Horizons, promises a deep dive into how breakthrough technologies are transforming industries and unlocking fresh opportunities for women everywhere.

A program packed with insight and inspiration

The Vogue Codes 2025 calendar is ambitious. It features the annual Vogue Codes Summit, bringing together leaders and innovators; Vogue Codes Con, a platform specifically designed for university students at the intersection of fashion and technology; and the Visionary Women’s Awards Lunch, a celebration of trailblazers and a showcase for the next generation of speakers.

The roster of speakers is impressive and diverse.

Among them are Kerri Hartland, Director-General of the Australian Secret Intelligence Service; Joyce Kim, Chief Product Officer at Rare Beauty; Sarah Bradley, Lead Data Scientist at NASDAQ; Maz Coote, Founder and CEO of When Fertility; Tara Croft, CEO of Baymatob; and Samar Mcheileh, Managing Partner at Scale Investors.

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A majority of Australians support stronger front-of-pack labelling on sugary drinks, with new research suggesting a shift in public attitudes akin to those that led to mandatory health warnings on tobacco products.

Strong support for advisory labels and a “sugar tax”

The national study of 2,876 adults, published in the Australian and New Zealand Journal of Public Health, found 83% support for clear advisory labels disclosing added sugar content. This compares with past public health momentum behind plain packaging and graphic warnings on cigarette packs.

Commissioned by the Public Health Association of Australia (PHAA), the research also showed 73% of Australians support banning the marketing of sugary drinks to children, and 56% back a tax on beverages high in added sugar.

Obesity overtakes smoking

Professor Caroline Miller, Director of the Health Policy Centre at SAHMRI and PHAA President, said the findings signal public readiness for regulatory action. “Sugary drinks are a significant driver of obesity, which has recently overtaken tobacco as Australia’s biggest cause of preventable disease burden,” she said.

Two-thirds of Australian adults, and one in four children, are living with overweight or obesity, according to recent health data.

PHAA CEO Adjunct Professor Terry Slevin called on the federal government to show leadership. “Australians want to protect children from aggressive marketing and want labelling that helps them make informed drink choices. A health levy tax on unhealthy beverages would also encourage drink manufacturers to rethink and reformulate their products.” he said.

Less support for a levy on diet drinks and 100% juice

The study also found strong support for enhanced labelling on non-sugar sweetened beverages and 100% fruit juices, which are often perceived as healthier options despite high sugar content.

However, support for applying a health levy to these products was significantly lower (39% for artificially sweetened drinks and 14% for juice.)

Professor Caroline Miller said the survey response also demonstrates a need for greater awareness to ensure Australians understand that non-sugar sweetened beverages and 100% fruit juices aren’t healthy alternatives to soft drink.

“For a long time, these products have been marketed as healthy alternatives, creating a false health halo. There’s work to be done to help Australians understand that non-sugar sweetened beverages and 100% fruit juice shouldn’t be consumed regularly or in high quantities — improved labelling is an important first step.”

Health advocates argue that the federal government has a clear path forward through existing frameworks, including the National Preventive Health Strategy and the National Obesity Strategy.

The study, titled “What about 100% juice and non-sugar sweeteners?”, is published open access in the Australian and New Zealand Journal of Public Health.

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Game III of the Women’s State of Origin series will be broadcast live and free on Channel 9 and 9Now on Thursday, May 29, with coverage starting from 7.30pm AEST.

Nine’s Wide World of Sports will carry full coverage of the match, with a blend of expert commentary and fresh on-field insights. Hosted by Emma Lawrence, the broadcast features analysis from former players including Millie Elliott and Allana Ferguson, Origin veterans Phil Gould and Darren Lockyer, with Peter Psaltis calling the game and Marlee Silva on the sidelines.

Ahead of Thursday’s game, NRLWRAP will provide context and commentary with a studio panel of Blues and Maroons stars.

Airing Tuesday, May 27, directly after Freddy and the Eighth on Channel 9, the program is also available on 9Now. Featuring guests including Corban Baxter, Tamika Upton, Tarryn Aiken, and digital creator Lavender Baj, the preview show aims to draw in fans beyond traditional sports viewership.

The NSW Blues head into Game III with a stable line-up, led by standout Olivia Kernick and backline powerhouses Jaime Chapman, Isabelle Kelly, and Jess Sergis, plus Newcastle local Jesse Southwell.

Meanwhile, the Maroons are hoping to finish strong with Ali Brigginshaw, Romy Teitzel, and Julia Robinson among those pushing to break the Blues’ momentum.

Catch the 2024 Women’s State of Origin Game III live and free on Channel 9 and 9Now, Thursday, May 29 from 7.30pm AEST.

Sydney – 7.30pm on Channel 9HD, stream free on 9Now
Brisbane – 7.30pm on Channel 9HD, stream free on 9Now
Melbourne – 7.30pm on Channel 9HD, stream free on 9Now
Adelaide – 7.00pm on 9GemHD, stream free on 9Now
Perth – 5.30pm on 9GemHD, stream free on 9Now

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Pureprofile has launch its new self-serve data and insights offering Datarubico, which extends the global data and insights company’s capabilities by allowing brands and researchers a scalable, cost-effective solution to conduct high-quality research independently.

Datarubico also reinforces Pureprofile’s ongoing commitment to innovation for both its clients and the market research sector.

The offering aims to deliver two new solutions, Datarubico Insights Creator and Datarubico Sample Only, designed to put research teams firmly in control without compromising on quality or speed to insights. The unique, flexible bidding tool across both solutions, which are available globally, enables brands and researchers to manage their spend and achieve greater efficiency.

Datarubico Insights Creator is an all-in-one AI-enabled self-service insights platform that puts teams in the driver’s seat for survey creation, fieldwork and analysis. The tool is powered by SightX technology, with AI guidance, pre-built templates, automated analytics, executive-ready summaries and flexible sample bidding.

The capabilities give teams real-time control over respondent costs and fieldwork budgets, allowing them to fine-tune spend while maintaining quality. Datarubico sets a new benchmark for in-house research efficiency and performance with the level of flexibility and cost management into an intuitive, self-directed environment.

Datarubico Sample Only is an always-on, self-serve solution that gives research teams complete control over how they manage and purchase samples. Users can access verified, high-quality sample sources anytime, set their spend with flexible bidding, and streamline fieldwork on their own terms. The platform empowers teams to deliver quality data faster and more efficiently.

A new chapter in the evolution of Pureprofile

“The launch of our new self-serve offering marks a major milestone for Pureprofile and represents the next chapter in our evolution,” Martin Filz, CEO, Pureprofile said.

“We listened closely to our clients, who told us they needed more control, flexibility and cost-efficiency when running research, especially in today’s economic climate. Datarubico’s solutions empower organisations to gather insights faster, manage costs more effectively, and make smarter decisions with confidence.

“It’s a significant innovation that reflects our commitment to evolving with our clients and staying ahead of what the market demands. We’re proud to be leading the way in making research smarter, faster, and more accessible.”

Niamh Fitzpatrick, Chief Product Officer, Pureprofile, said: “Teams often need to navigate multiple disconnected tools, which leads to inefficiencies, data silos, and increased risk of missing key insights when they matter most.

“Datarubico eliminates these barriers by bringing the entire workflow into one intuitive environment. With Insights Creator, teams can tap into fresh consumer-sourced data to make faster, better-informed decisions, while Sample Only gives researchers direct access to high-quality global samples.

“It’s about giving organisations the autonomy, speed and control they need to move confidently in a more demanding market.”

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Art Simone is back with a new season of her popular podcast, Concealed with Art Simone. The award-winning series, now in its fourth season, continues its exploration of hidden identities through candid conversations with guests who lead double lives.

The podcast’s format sees Simone, known for her career as one of Australia’s top drag queens, interview guests with seemingly ordinary profiles who eventually disclose their surprising alter egos.

Simone uses a combination of intuition and three probing questions to uncover each guest’s secret identity before inviting them to share the full story.

The new season premieres with an exclusive sponsorship from Pleasure Chest, bringing a bold and provocative edge to the first four episodes. The partnership suggests a focus on stories that are more daring and unexpected than previous seasons.

Commenting on the relaunch, Art Simone said: “After three seasons packed with everyday Aussies with extraordinary stories, Concealed is back for another round and this time we’re mixing things up! … This season no stoned will be left unturned and not even I am safe!”

The season also marks a shift in format, with Simone integrating behind-the-scenes glimpses into drag culture and featuring interviews with figures from her personal and professional network. This includes segments with familiar faces from the drag community, presented through interviews, games, and additional commentary.

The first episode features Tash, a former ballet dancer with Hollywood ambitions and a love for disco classics. As per the show’s tradition, Tash’s concealed story is revealed during the episode, setting the tone for a season filled with unexpected twists.

Listeners can access the new season of Concealed with Art Simone via the iHeart app and other major podcast platforms.

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Wildstone has entered into agreements with oOh!media and Gawk Outdoor to manage advertising operations for the 52 out-of-home (OOH) sites it acquired earlier this year from Total Outdoor Media (TOM).

The deal includes 14 digital and 38 classic billboards across regional Victoria, with key locations in Ballarat, Bendigo, Geelong, Shepparton, and Wangaratta. This marks Wildstone’s first acquisition in Australia, part of a broader strategy to expand its global infrastructure footprint.

oOh!media, listed on the ASX and the country’s largest OOH operator by revenue, will manage a portion of the portfolio. Gawk Outdoor, the regional market leader in Victoria, will oversee the remainder.

“This is a major step forward following our largest Australian acquisition to date,” said Noel Cook, Managing Director for Wildstone Australia. “We are excited to see the TOM OOH portfolio continuing to thrive, delivering value for advertisers and communities across the country.”

Wildstone, which owns over 5,400 outdoor advertising assets globally, specialises in acquiring billboard infrastructure and partnering with media operators under long-term agreements. The company is aiming to replicate its UK success in the Australian market.

Robbie Dery, Chief Commercial Operating Officer at oOh!media, commented: “The addition of the premium digital and classic sites in Victoria’s largest regional centres via our relationship with Wildstone means oOh! continues to extend into key growth areas that further enhance and expand our national footprint.”

Luke Course, Director and Co-founder of Gawk Outdoor, added: “We are extremely excited to add such a large number of premium sites in regional VIC into our inventory. This was a great opportunity to grow our business by a significant percentage without any capital investment.”

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JCDecaux is deepening its commitment to meaningful partnerships with Aboriginal and Torres Strait Islander peoples with the launch of its Innovate Reconciliation Action Plan (RAP) endorsed by Reconciliation Australia.

The two-year plan outlines clear actions across employment, education, procurement, and partnerships, positioning reconciliation at the core of how JCDecaux operates.

David Watkins, co-CEO JCDecaux and RAP Committee executive sponsor, said: “This RAP is about continuing our meaningful momentum to ensure our reconciliation efforts flow through every part of our business and the wider media ecosystem.

“Reconciliation Action Plans are proven to have real impact, fostering stronger relationships, increasing respect, and opening up opportunities for Aboriginal and Torres Strait Islander peoples. From employment pathways and supplier diversity to visibility and education, we’re embedding reconciliation into our decisions, our relationships, and our culture.

“At JCDecaux we believe that diverse perspectives drive stronger outcomes, not only for our people and partners, but for the communities we serve every day.”

The key initiatives JCDecaux has committed to for 2025-2026 include developing a recruitment, retention, and professional development strategy to increase representation of First Nations peoples across its workforce, strengthening procurement practices to support and scale partnerships with Aboriginal and Torres Strait Islander-owned businesses and expanding support for First Nations enterprises through the continued evolution of the Nurture for Country program.

The outdoor advertising is also committed to delivering regular cultural awareness training through education partner Mirri Mirri to ensure a culturally safe and inclusive workplace, ongoing partnerships with cultural advisors including Cox Inall Ridgeway, KARI Foundation, ARA Indigenous Services, and Mirri Mirri to guide implementation and integrating more First Nations artwork across JCDecaux’s public assets, building on the success of pathed between by artist Lisa Waup, which currently features on the West Gate Freeway in Melbourne.

A significant focus of the initiative’s next phase will be on improving employment outcomes for Aboriginal and Torres Strait Islander peoples.

This comes after members of JCDecaux’s RAP Working Group attended a careers expo hosted by its partner KARI Foundation earlier this year. The event brought together schools, students, and organisations connecting Aboriginal and Torres Strait Islander students with future career pathways.

Marie Norman, JCDecaux RAP Working Group Co-Chair, said: “The careers expo was a powerful reminder of how important it is to show up, especially in places where young people are shaping their futures. It was a great opportunity to share what it’s like to work at JCDecaux and talk about the diverse career opportunities available across our business, from tech to trades, marketing to media sales, and more.”

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M+C Saatchi Sport & Entertainment has acquired Middle East-based marketing, communication and commercial experts DUNE | 23.

DUNE | 23 will be part of the M+C Saatchi Group and represents the growth of its seventh global office since its establishment in 2004, and the first acquisition made for the agency since Global CEO Robin Clarke’s appointment in October 2024.

M+C Saatchi Sport & Entertainment has connected brands to consumers and audiences through the things they love – football, film, fashion, F1, music and more – for 21 years. The agency has also delivered impactful campaigns for global giants including Barclays, LEGO, Pernod Ricard, Kia, adidas, NFL, Heineken, Sky, and UEFA

DUNE | 23 was founded by Jamie Hosie and Lloyd McMillan in 2023, and made its mark within the industry with clients including Emirates Dubai 7s, Mubadala Abu Dhabi Open, SailGP, Zeekr, Elrow Music Festival, Nada Dairy and BRED by Hypebeast.

The agency bolsters the capability of M+C Saatchi Sport & Entertainment in the dynamic and growing Middle East region and offers end-to-end marketing services, from communications and commercial strategy through to activation across social media, PR, influencers, experiential, community and media buying, across 40+ people.

The combined with the significant power of M+C Saatchi Middle East, led by CEO Scott Feasey, the two entities offer an unrivalled portfolio of services to clients and brands looking for creative excellence and local talent, bolstered by global experience.

Robin Clarke, Global CEO, M+C Saatchi Sport & Entertainment, said: “Our expansion into the Middle East is driven by increasing demand from clients and the rich number of opportunities that the region represents for our business. What co-founders Jamie and Lloyd have built in the region in such a short space of time makes me incredibly excited for our future together.

“The alchemy of M+C Saatchi Sport & Entertainment’s global legacy and DUNE | 23’s local repute will make M+C Saatchi Sport & Entertainment a powerhouse in a region that is fast becoming one of the world’s leading hubs for sport and entertainment.”

Lloyd McMillan, founder of DUNE | 23, said: “We’re thrilled to be combining our local market insight and expertise with the global scale of world-class specialist capabilities of M+C Saatchi. Jamie Hosie added “Weare unlocking huge opportunities for our team, existing clients, and the future of the industry in this region and eagerly anticipate for the next phase of our journey.”

The acquisition comes at a time of rapid growth and transformation in the Middle East’s sport and entertainment landscape. For M+C Saatchi Sport & Entertainment this means bringing an even bigger footprint of world-class sport and entertainment marketing expertise to an already hugely talented and leading team of regional experts – accelerating this growth.

Feasey, CEO, M+C Saatchi Middle East, said: “This acquisition is a pivotal step in advancing our regional growth trajectory and strengthening our leadership in a space where brand and culture converge.

“DUNE | 23 brings specialist expertise, a proven track record, and a team uniquely attuned to creating lasting impact through passion and fandom. By integrating their capabilities and insight into our ecosystem, we’re scaling our ability to lead in one of the world’s most dynamic and fast-growing markets for sport and entertainment.”

The DUNE | 23 team will join the new, custom-designed offices of M+C Saatchi Sport & Entertainment in the  Al Thuraya Tower in Dubai Media City later this year, whilst operating under their new name immediately.

Top image: M+C Saatchi Sport & Entertainment Middle East team

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