DuluxGroup had chosen Mediabrands to handle its $20 million media account just days before Initiative’s key leadership defected to Accenture Song, Mediaweek can reveal.

OMD Melbourne, the incumbent, has held the account for more than 30 years, and was last reappointed in 2020. Days after DuluxGroup made the decision to choose a new agency, Initiative‘s top brass – CEO Melissa Fein, managing director Sam Geer, and chief strategy and product officer Chris Colter – locked in their move to set up a media unit in Accenture Song.

According to multiple industry sources, the account is now up in the air. In the likely event the contracts had yet to be signed, those sources speculate that Peter Horgan‘s Omnicom Media Group and OMD Melbourne would be fighting to keep, or extend, the relationship.

If DuluxGroup commits to appointing Mediabrands, it would be the second 30-year media agency relationship Initiative has ended this year. In February, it won Crown Resorts, wrestling the account away from dentsu’s Carat after three decades.

The DuluxGroup pitch was first reported on in March, spanning its portfolio: Dulux, Selleys, Yates, Cabot’s, B&D, and British Paints. At the time, a DuluxGroup spokesperson confirmed a decision would be made in early May, and said: “In fairness to all potential vendors, we are committed to strict confidentiality throughout this review process.”

DuluxGroup, Mediabrands and Initiative, and OMD were contacted for comment. DuluxGroup’s creative account sits with OMD’s Omnicom stablemate, DDB Melbourne.

The Fein, Colter, and Geer trio is a renowned pitch force, and Mediaweek understands all three were significantly involved in the DuluxGroup pitch. They are currently working out their notice periods at the agency.

In an email to staff seen by Mediaweek, Mediabrands CEO Mark Coad wrote: “Suffice to say, Mel, Sam, and Colts are still very much part of Initiative’s team and will be working at their usual high-octane and professional pace over the next few weeks/months. They have been very respectful and will give the agency and its clients their time and expertise to ensure a smooth transition.”

When news of Fein, Geer, and Colter’s exit swept the industry, sources told Mediaweek that conversations began when Accenture Song was pitching for Telstra’s account, which was ultimately won by +61, the bespoke model made up of TBWA, Bear Meets Eagle On Fire, and OMD.

In 2022, Accenture Strong created a media alliance with Initiative to pitch for the Coles account; it ultimately went to Omnicom’s solution, Smith St.

Initiative recently lost Afterpay to indie Kaimera, and Specsavers is up for pitch, but it has won Sanitarium, Fantastic Furniture, and Priceline in addition to Crown Resorts.

Last year, OMD took out the top spot in COMvergence’s global new business barometer.

Australian Community Media (ACM) owners Antony Catalano (above) and Alex Waislitz have pitched a proposal to SCA to combine the two businesses.

The two companies together would strengthen SCA’s pitch to advertisers around regional Australia where it operates 99 radio licences. The move would also give ACM some might in metro markets. At present ACM is strongest in Canberra and regional hubs like Newcastle and Wollongong.

Mediaweek reported yesterday on the move as SCA released a statement regarding the approach from ACM.

It was clear something was about to break to people watching the SCA share register. The shareholding of Antony Catalano and associated entities crept higher from just over 8% to just under 11%. At the same time, long-term SCA investor Allan Gray Australia was selling stock. Its shareholding dipped from over 8% to under 5.5%.

SCA noted yesterday this new approach, which has yet to be detailed, is different from what ACM proposed in 2023.

When it rebuffed that proposal, SCA commented last November:

SCA has considered with the assistance of its advisers the ACM Proposal and determined that it would not be in the best interest of SCA and its shareholders to further progress the ACM Proposal.

One of the reasons for this is that the ACM Proposal involves the acquisition by SCA of regional print and digital assets which is not consistent with SCA’s strategy.

“All About Audio” is a key driver of SCA’s strategy, differentiation and growth pathway. SCA’s operating strategies and investments are focused.

At that time SCA was also in the middle of an assessment from ARN and its ambitious plan to reshape the face of Australian FM radio.

Unless ARN can pull an investment rabbit out of the hat, its plans to acquire the Triple M network and Listnr seem finished.

In a note to ACM staff about the proposal on Tuesday, Catalano explained:

Should the proposed transaction proceed it will create a dynamic multimedia company across audio, digital, print and TV. The merged entity would be the number one audio network in Australia and the country’s largest regional media company. It would also include Australia’s leading agricultural media business. It would mean that Alex Waislitz and I would become substantial shareholders of SCA, and reaffirm our commitment to growing our vitally important media company for the benefit of our staff, our customers and all Australians who turn to our media daily as their trusted voice.

The opportunities for consumers and advertisers that this new business will offer are boundless.

ACM content can come to life on SCA’s highly successful streaming product, LiSTNR, as well as on traditional audio and TV. Our advertising teams will be able to provide their customers with truly end-to-end solutions for all of their marketing needs. And, most importantly, the merged entity will greatly improve our marketing capabilities that will drive digital subscription growth, as well as growth in LiSTNR and both organisations’ traditional assets.

It will turbocharge the growth of ACM’s adjacent businesses such as ViewJobs, Farmers’ Finance Australia, FarmBuy and our events division.

We have now entered into a period of due diligence where both parties will review the strategies and financials of each other’s businesses to determine how the proposed merger would complete. This process is expected to be relatively short, with all parties aiming to have a decision by the end of June. ACM has engaged Barrenjoey as its financial advisers and Arnold Block Leibler as its legal advisers.

Australian Community Media sports assets

Not all ACM assets wrapped into SCA

Without detailing what is included, ACM said “a majority of titles, including the agriculture division” are included in the deal.

Staff numbers

Battle-weary staff at SCA might feel better about this potential new future. While detail is thin on the ground at this stage, there seems to be no plan to rip out prime SCA assets like LiSTNR, Triple M or Hit Network. ACM has flagged to staff there could be some redundancies for people where “no suitable redeployment options are available”.

When might this deal happen?

ACM used the term “due diligence” yesterday while SCA said it would “investigate” the proposal. ACM indicated that might be completed in June. After how long it took for SCA to digest what ARN was planning, don’t hold your breath for a quick resolution.

Does ACM really want an ailing regional TV business?

Possibly not, but neither does SCA. Catalano would be up for the challenge. Together, the expanded business might be able to create some synergies that would make sense.

Who would run the new business?

That would depend on lots of things. Battle-hardened John Kelly at SCA has yet had the time to prove himself as CEO after the departure of Grant Blackley. A lot of Kelly’s time has been consumed with fending off ARN. Antony Catalano and Alex Waislitz are boardroom material. Interesting to note that ACM’s quiet achiever is managing director Tony Kendall. He has a long track record in publishing and was also a former CEO of ARN before Ciaran Davis arrived.

See also: SCA approached by Australian Community Media in new acquisition proposal

Porsche Cars Australia has put its creative account up for pitch, with DDB Melbourne the incumbent, first winning the account in 2015 in a pitch supported by Trinity P3.

At the time, the incumbent was independent creative and media company, The Ross Partnership. DDB then defended and retained the account again in 2019, when it went up for pitch.

DDB Melbourne has been leading the creative and communications strategy for the German auto manufacturer in a bid to position Porsche as a leading sports car brand in Australia.

DDB’s Omnicom stablemate, PHD, holds the local media account for Porsche.

At the time of the appointment, Porsche’s director of marketing Toni Andreevski said the company was “delighted to be partnering with DDB Melbourne as we look to engage the next generation of Porsche owners and continue to embrace our longstanding loyal customers.

“It’s a very exciting time of growth for Porsche and we need a strong, innovative creative partner to help us continue to deliver results.”

Last year, ahead of the Australian Grand Prix, Porsche and DDB Melbourne partnered with video game creator Atari to pit two Porsche Taycans against each other in a game of Pong.

Taycan Arcade saw two geofenced Taycans go back and forth in a game of arcade tennis, rallying a 150km/hr AI-controlled drone between them.

The online Taycan Arcade game also let people customise their very own Taycan and compete in an 8bit experience.

Psembi Kinstan, executive creative director at DDB Group Melbourne, said of the work: “An engineering feat as remarkable as the Taycan deserves an ambitious one-of-a-kind demonstration.”

This month, DDB Melbourne announced the promotions of creative partner Giles Watson to deputy executive creative director, and group creative director James Cowie to creative partner – head of copy.

See also: DDB Melbourne promotes Giles Watson and James Cowie

Southern Cross Media Group has advised the ASX that it has recently been approached by Australian Community Media (ACM) with a proposal for SCA to acquire assets from ACM.

The proposal has been described as “materially different” to ACM’s previous proposal, which Southern Cross rejected in November 2023. 

ACM has a portfolio of 14 daily print and digital news publications, key regional/metro titles, and an agriculture division. 

The group also have partnerships with organisations such as Play HQ to bring local scores and statistics to regional Australians.

The SCA board said it has decided to investigate ACM’s revised proposal to “determine whether it would align with SCA’s strategy and have the potential to create value for and be in the best interests of  SCA shareholders, particularly in relation to prospective value in ACM’s digital capabilities and content, regional focus, and other potential synergies.”

All discussions between the two companies are currently in their early stages, and SCA was keen to clarify that “there is no certainty that a transaction will eventuate”. 

The news comes following last week’s confirmation that ARN is “still considering options in relation to alternative proposals to acquire SCA”.

After the withdrawal of Anchorage Capital Partners (ACP) from the proposed $250 million deal that would have seen ARN and Anchorage acquire SCA, an Alternative Indicative Proposal was put forward by ARN.

SCA said that while it “remains open to considering proposals that would deliver fair value and be in the best interests of all SCA shareholders,” ARN’s alternate proposal “does not satisfy either of these requirements.”

Due to that decision, SCA added it had “determined not to engage on any future proposal which may be provided by ARN in terms consistent with the Alternative Indicative Proposal.” 

Anchorage originally withdrew its involvement in the potential deal due to “continued decline in the trading performance of regional TV.”

Australian Community Media has been approached for comment. 

See also: Why ARN Media still wants SCA’s Triple M: Ciaran Davis expands on revised takeover plan

Prime wants to grow cricket in Australia while also growing its audience base, head of Prime Video Australia and New Zealand Hushidar Kharas has assured.

At Prime Video’s ICC Men’s T20 World Cup launch event at Maracas Beach in Trinidad and Tobago, Kharas spoke to Mediaweek about the streaming service‘s outlook on securing audiences for the tournament, amidst the free to air networks’ ongoing anti-siphoning lobbying to keep sports free. 

“I don’t think we’re dragging anyone away,” he said.

“I think it’s a rich media landscape, it’s dynamic, and people can watch things in different places at different times.

“Our worldview or mindset is never that we want to be the only service, we want to be part of a bouquet of services that customers use, and we want to provide value back to them.”

Prime isn’t just Prime Video, he claimed, but the wider Amazon ecosystem.

“Prime is not just about Video, we have an array of other services available to our customers such as one-day shipping, Prime exclusive deals, books, music, games. We also know that they’re going to be watching other things on our platform.”

Mitchell Marsh, Ashton Agar, Adam Zampa, Nathan Ellis, Tim David and Prime Video’s T20 World Cup Ambassador Usman Khawaja at the event

In terms of measuring the success of the T20 World Cup, and the cricket rights deal, Kharas said it goes back to customers. 

“I think it’s really important for us to see if our existing Prime members value this content as much as we think they do.

“Viewership from our existing base is really important, but equally, live sports are acquisitive, that’s why we invest in them. 

“We’d like to see new customers come in, but we think it’s really great value for our existing Prime members. Even if someone’s not on Prime, we have a 30-day free trial, the launch of the World Cup would be a great time to try it.”

Prime Video has already seen an interest in cricket on its platform with original documentary series such as The Test, and Kharas thinks live coverage will boost its sports portfolio. 

“We want to grow the sport, as well as grow our audience.

“Our existing base of customers already really value cricket. We’ve seen that with the success of The Test or Shane. 

“We’re already seeing a groundswell of support for cricket in our content, and we think live will take it to the next level.”

Maracas Beach, Trinidad and Tobago.

Prime Video exclusively holds the live Australian broadcast rights for ICC cricket events for the next four years, but Kharas says Prime will never be dominated by sports coverage.

“We are never going to be a sports-only streaming service.

“We want to serve all our customers in Australia, and we know it takes all kinds of content.

“Programs like Fallout or Roadhouse do really well with our male audience while a film like The Idea of You does great for our younger female demo. 

“We look at a wide variety of content and we have a portfolio approach. It always works backwards from the customer and from customer segments.”

The launch of the ICC Men’s T20 World Cup exclusively on Prime Video in Australia comes as the government continues to consider the details of an updated anti-siphoning scheme. The free to air networks are pushing for the legislation to also capture people watching TV without an aerial.

Currently, the Bill prevents subscription streaming services such as Prime Video, Netflix, and Disney+ from buying exclusive terrestrial broadcast rights to sporting events like the Olympics, AFL, NRL, and cricket, but they can still acquire exclusive digital rights. Free TV said this would lock out the millions of Australians who watch free sport on services such as 7plus, 9Now, and 10Play. 

This week, Free TV also warned that Australians could pay up to $2,000 a year to watch free sports. 

“This is a clear signal of what we will face in Australia if we don’t future-proof new laws to protect Australians’ right to free sport on TV, however they access it,” said Free TV CEO Bridget Fair. 

“With the current cost of living pressures Australians are facing, it is hard to understand why the government is not stepping in to stop this from happening.”

The ICC Men’s T20 World Cup commences on 1 June internationally and 2 June for Australian fans. Cricket fans across Australia will have exclusive access on Prime Video to all matches in every tournament of ICC competition, including the ICC Men’s T20 World Cup.

Wildstone, a company owning outdoor media infrastructure across the UK and Europe, has confirmed its plans to expand into Australia, led by oOh!media’s co-founder.

After acquiring and developing over 5,000 static and digital OOH assets across Europe since 2010, Wildstone’s Australian expansion sees the business plan to acquire existing OOH portfolios and individual sites, develop new locations, and convert existing static sites to digital. 

Digitisation of static OOH sites is a key priority for Wildstone’s Australian launch. According to WARC, 70% of Australian OOH spend is already focused on digital and is forecast to grow by 14%. 

Damian Cox, founder and CEO of Wildstone, said the expansion into Australia “marks a significant milestone” for the company.

“The market offers tremendous growth potential, particularly in the digitisation of existing sites.”

Wildstone has appointed Noel Cook to be the managing director of The Australian operations. He will be responsible for establishing and expanding Wildstone’s footprint across the region. Cook has over 30 years of experience in Australia’s OOH sector, including as a co-founder of oOh!Media. 

Cook has also undertaken over 30 outdoor advertising M&A transactions and has served as a board member of Australia’s Outdoor Media Association. 

Wildstone said the company was attracted to the Australian market due to its double-digit growth, digital revenue increases, and its potential as a bridge towards the company’s expansion into other APAC markets. 

Cox added: “We have long admired Noel’s work and are thrilled to have him join our team. His exceptional pedigree in the world of OOH and DOOH will be instrumental in helping us achieve all the goals we have set.” 

Cook said of his new role, “Wildstone’s track record, leadership and expertise in Europe speak for themselves, and there is immense growth potential for their world-class platform in the Australian market. I’m particularly excited to help them deliver the benefits of digitisation to Australia, which will help maximise opportunities for landlords and media buyers across the country.” 

–

Top image: Noel Cook

Are Media is set to launch two new digital marketplaces, delivering more than 14,000 products via The Australian Women’s Weekly and Home Beautiful brands.

The Australian Women’s Weekly marketplace has a focus on fashion, accessories, jewellery, shoes, homewares and gifts. The Home Beautiful marketplace focuses on home décor, kitchen, bed and bath, dining, and prints and art.

All products sold have been selected and curated by the brands’ editorial teams, with consumer research underpinning both new marketplaces.

In particular, research for the new Home Beautiful marketplace found that 77% of the brand’s customers were interested in buying from it, 86% were focused on purchasing homewares and home décor, and 85% said they would spend up to $150.

Are Media chief executive officer, Jane Huxley, said that through the company’s stable of 32 brands, “we connect to 9 in 10 women in Australia every year.”

“They trust our brands and have a close connection to them. We have always played a role in informing and inspiring people, so why wouldn’t we go one step further by inspiring an action and igniting intention to buy? It’s a very natural evolution of the role that magazines and content have always played.”

Huxley described the Australian Women’s Weekly and Home Beautiful digital marketplaces as an “important part of Are Media’s broader content commerce strategy,” which also takes in affiliate marketing and lead generation partners. 

“We have a clear ambition to make Are Media Australia’s leading content commerce company and the new digital marketplaces are an important part of that.”

Speaking to Mediaweek last month, Are Media’s head of affiliate partnerships and business development, Lauren Leisk, said: “We’ve always been a content company that has inspired.”

“We’re delivering to advertisers and our brands – especially our big e-commerce brands and clients – readers who are already in the market to buy that product or research further, to take them further down the sales funnel.”

See also: Adding clients, investing in tech, upskilling editors: Building Are Media’s affiliate marketing channel

_

Top image: Jane Huxley

Genevra Leek has been appointed editor-in-chief of Qantas magazine and its digital arm, Travel Insider. Publisher, Medium Rare Content Agency, has confirmed that Leek will take over the role from Kirsten Galliott. 

Leek joined the brand in January 2023 as content director and most recently worked as editor. Before joining Medium Rare, she spent almost two decades working at luxury titles including Vogue Australia and Elle Australia.

Qantas magazine just recorded its highest readership since 2012, with 529,000 readers, while Travel Insider reached more than 4.2 million page views and 310,000 unique visitors in April – the highest numbers in its nine-year history.

Qantas Group chief marketing officer Petra Perry said: “We’ve worked with Medium Rare since 2015 and they have continued to take Qantas magazine and Travel Insider from strength to strength. Under Kirsten and Genevra’s leadership, we know they will continue to create best-in-class content across every channel.”

Leek said she felt “privileged to be stepping into this role at a time of such strength for the brand and excitement for the industry.”

“I’ve had an incredible introduction to Qantas over the past 18 months and I’m thrilled to continue to work closely with Kirsten and our incredible team for this next chapter,” she said.

Galliott will continue in an expanded role, leading the category as head of content, travel, and business, overseeing content for Qantas, Commonwealth Bank, and the Australian Institute of Company Directors. 

Galliott was behind the relaunch of Qantas magazine and Travel Insider in 2015, saying she has “lived and breathed the Qantas brand for nine years and will continue to do so as head of content.”

“But it’s time to bring in new perspectives and new talent to further evolve the brand and I couldn’t be more thrilled that Genevra will take the reins.”

Commuter newspaper mX is being revived for RISING, Melbourne’s festival of new music, art, and performance.

News Corp and the festival are teaming up for two special editions, which will be distributed to commuters and city-goers in the lead-up to, and during, RISING 2024, which runs from 1-16 June.

The strategic collaboration aims to leverage the iconic mX brand to enhance festival visibility and engagement among Melbourne’s commuter population.

mX returns after ceasing publication in 2015 with a remastered masthead across two 16-page issues. The issues will feature favourites such as Overheard, Here’s Looking at You and What The? alongside special festival content designed to surprise and engage readers.

RISING co-artistic directors Hannah Fox and Gideon Obarzanek said: “We were looking for a high-impact activation to mark the festival’s opening and introduce RISING to new audiences. Collaborating with News Corp to revive mX aligns perfectly with our mission to celebrate Melbourne’s identity and ensure art remains accessible to all.

“The two special print editions allow us to unpack the program through engaging editorial content, which aims to differentiate RISING in what some might perceive as an homogenous arts festival landscape.”

Hannah Fox and Gideon Obarzanek

The publication will be handed out by activation staff to 60,000 city workers and visitors across hotspot train station areas in Melbourne’s CBD, including Flinders Street, Southern Cross, and Melbourne Central. Distribution dates are set for today and tomorrow, 29 and 30 May, plus 5 and 6 June, from 3pm each day.

Writer, editor, and podcaster Brodie Lancaster has been tapped by RISING to curate the editions.

Issue one includes insights on Yasiin Bey (FKA Mos Def) by journalist Mahmood Fazal, reflections on Counting and Cracking by Miles Franklin winner Shankari Chandran, Marieke Hardy’s perspectives on art, and a curated night of city dining and entertainment by Good Morning.

Carina Shearn, marketing director at RISING, said: “mX was always a paper made by, for, and about Melbourne and like mX, RISING is all about participation and interaction and reflecting Melbourne’s vibrant identity.

“mX was an afternoon ‘Pick me up,’ that surprised and delighted readers on a daily basis. Our aim is that this co-branded activation will deliver the same to commuters and help dissolve barriers to accessing art, music and performance.”

RISING has a program of more than 120 events and 650 artists. The event will feature large scale installations, free public events, and contemporary music, theatre and dance.

Westmead Fertility Centre has appointed ex-M&C Saatchi boss Jaimes Leggett‘s full service agency, Today the Brave, as its agency of record.

The agency will provide the clinic with integrated support across strategy, creative, design, media, social, and PR.

“We are ready to flex our full service offering, showcasing the quality, accessibility and innovation of the centre,” said Celia Wallace, partner at Today the Brave.

“As Westmead Fertility Centre continues to lead and innovate in the booming reproductive space, we are looking forward to extending this innovation mindset into their creative, strategy, and media activity.”

Westmead Fertility Centre has been assisting Australians for almost 40 years, with one in six Australian couples now affected by infertility. Recent data shows that one in 18 babies born in Australia are now conceived via Assisted Reproductive Technology (ART), marking its rapid local growth.

It’s projected that over the next five years, the revenues at fertility clinics in Australia will climb by $856 million, driven by a rise in maternal age, and an increased demand for egg freezing.

CEO of Westmead Fertility Centre, Dr. Lindsay Gillan, said the team was “ready to tell aspiring parents about our effective fertility treatments, state-of-the-art equipment and a highly experienced team – the platform for success.

“I have been inspired by Today the Brave’s ambitious creative vision for Westmead Fertility Centre and I am confident that together, we will take the brand to new heights.”

The account win follows Today the Brave’s recent appointment of Alyce Gillis as head of strategy. Gillis moves from Havas Host, where she spent the past five years and most recently served as its head of strategy, spearheading creative, PR, social, and influencer campaigns.

Earlier this year, Carnival Cruise launched its 100% Holiday campaign with Today the Brave, aimed at leveraging the cruise line’s brand recognition to drive consideration and conversion.

See also:
Today The Brave taps Havas Host’s Alyce Gillis as head of strategy
Carnival unveils ‘100% Holiday’ campaign via Today the Brave amidst rising competition in the cruising industry

Canva has appointed Neighbourhood Strategy to lead its global brand architecture strategy as the Australian-based design platform continues to ramp up its efforts to engage with large organisations and enhance its enterprise capabilities.

Cat van der Werff, Canva’s executive creative director, said: “As Canva continues to scale globally and expand our enterprise capabilities, it was crucial for us to bring a fresh perspective and rigour in how we build a brand architecture that sets us up for the future.”

Jacqueline Witts, Neighbourhood Strategy’s founder and chief strategy officer, said: “we couldn’t be more delighted to partner with such a progressive and inspiring brand like Canva. As a start-up ourselves, helping to shape their brand architecture after a decade of immense growth has been exciting.”

The partnership has also seen Neighbourhood Strategy, an independent collective of experienced strategists specialising in brand strategy, research, and marketing support, work, and collaborate entirely off the Canva platform.

Witts added: “Not only is the platform disarmingly easy, but we’ve enjoyed the more iterative nature of things like Canva Whiteboard to show thinking as it evolves. The work is definitely better for it, and Canva has influenced how we work, encouraging the sharing of ideas and thinking early and holding onto them lightly.

“It’s no longer about one big laboured presentation, but a series of moments in an ongoing conversation, proving out what Cat said at Create, ‘Canva makes more time for creativity.'”

The appointment also coincides with the annual Canva Create event held last Thursday in Los Angeles, during which the design platform revealed how it will supercharge workplaces.

Van der Werff said: “Neighbourhood has been instrumental in bringing expertise and freshness to our architecture strategy – ensuring it makes room for our enterprise ambitions and future capabilities, whilst not forgetting the customer or the very core of our offer.”

See also: Canva unveils enterprise offering to ‘redefine the way millions work’

The Benevolent Society – Australia’s oldest charity, and geared towards helping families, older Australians, and people with disabilities – has launched its second work with creative and production agency, Jack Nimble.

Set to an uplifting instrumental rendition of Aussie rock band Spiderbait’s iconic track, Calypso, the latest work follows a series of everyday Australians in different scenarios that demonstrate how The Benevolent Society’s programs and services empower its clients to live life on their terms.

From an elderly man working with a physiotherapist to keep tending his garden, to an autistic school child receiving speech therapy and a First Nations family finding solace in a community hub centre.

The integrated campaign is set to air across TV, BVOD, out-of-home, print, digital, and social.

“Our services empower people to live their lives, their way,” said director of communications and engagement at The Benevolent Society, Lisa Hresc.

“The campaign illustrates how The Benevolent Society lives out our value of ‘optimism’ and our approach to positive, strengths-based practices. It positions us as a contemporary option for people looking for excellent and innovative disability, aged care, and family services.”

This is the  latest iteration of the integrated brand campaign first launched by the the non-profit and the hybrid agency. The first,Your Life. My Way, was launched last April to raise awareness about The Benevolent Society’s comprehensive support services.

Taylor Thornton, creative director at Jack Nimble, described needing the content to stand out in a crowded category.

“We felt that charity content can drift into the depressing and spend too much time on the problem, but we wanted to continue to celebrate the skilled staff and carers and show how they empower their clients.

“We wanted to continue to challenge assumptions in the category by featuring a child with a non-visual disability receiving speech pathology for their autism, giving them the confidence to connect and communicate with their friends at school.”

Earlier this year, Jack Nimble was also behind the the complete brand overhaul of The World’s Greatest Shave. The Leukaemia Foundation appointed the agency as part of its mission to address the waning interest in the annual peer-to-peer fundraiser.

See also: Leukaemia Foundation tackles lagging interest in World’s Greatest Shave with brand overhaul

Credits:

Client: The Benevolent Society
Executive director, impact and engagement: Jeremy Halcrow
Director, communications and engagement: Lisa Hresc
Manager, brand and marketing: Kathryn Jackson
Content and campaign specialist: Liana Habak
Growth solutions specialist: Brian Tran

Creative agency and production company: Jack Nimble

Executive producer: Angus Mullane
Executive creative director: Adam Wise
Head of account service: Jess Steele
Senior producer: Michael Debach
Production manager: Angelina Tsinganos
Creative director: taylor Thornton
Senior art director: Divya Abe

Director: Jordan Watton
1st AD: Jose Marquina
DOP: Matt Maule
1st AC: Molly Sutherland
2nd AC/data wrangler: Shang Lien-Yang
Gaffer: Peter Sutton
Lead electric: Tobias Andersson
Grip: Kris Wallis
Grip assist: Aurore Leclerc
Production design: Cloe Jouin
Art dept assist: Jeremy Bunny
Art dept assist: Charles Upton
Wardrobe stylist: Laura Bracken
Sound recordist: Joe Dutailis
Hair and makeup artist: Linda Thi
HMU assist: Alphie Sadsad
Unit manager: The Production Unit – Matt Withaar
On-set nurse: Gina Simon
Runner: May Kiyama
Casting: Matthew Waters Casting
Locations: Third Eye Locations

Post:
Editor and VFX: Josh Regoli
Head of animation: Drew Meier
Senior designer: Darcy Bush
Music licensing and composition: Big Sync
Sound design: Massive Music
Colour grade: Elvis Colour

Stills:
Photographer: Clint Kollier
Digi op: Hellen Algie
Stills assist: Heather Fletcher
Stills assist: Chris Proud
Stills producer: Luke Della Santa
Stills Retouching: Justin Malinowski

Australian green tech company, Sircel, has appointed PR and creative agency Keep Left as its strategic comms partner, tasked with developing the company’s go-to-market strategy, including a refreshed brand positioning and communications strategy. 

Keep Left’s focus will be on the brand’s positioning and messaging.

“The agency is helping us raise awareness for the critical and time-sensitive nature of the global e-waste crisis while conveying Sircel’s market-leading capability, firmly grounded in environmental, social, and governance principles,” said Sircel’s consulting marketing director, Angie Bradbury.

“With a proven track record in collaborating with technology-driven and socially-conscious brands, Keep Left stood out as the perfect partner.” 

Currently, 80% of e-waste produced ends up in landfill and does not get recycled. Sircel’s company mission is focused on solving the rapidly escalating global e-waste crisis – the fastest-growing waste trend in the world – addressing every commodity created by e-waste in an environmentally friendly way.

Keep Left’s strategy director Laura Agricola, who was appointed in April, said that e-waste space is quickly gaining prominence as a major environmental issue of our time.

“Resources are finite and we can’t keep doing what we’ve been doing and dumping so much e-waste into landfill,” she said.

“Sircel is leading the industry and solving a huge problem by bringing end-of-life technology back to life. They have an important story to tell, and we’re delighted to join forces with them to tackle the e-waste problem, head on.”

The news follows a recent awareness campaign by Australia’s largest waste management company, Cleanaway, which partnered with creative communications agency alt/shift/ for A Throwaway Decision – a safety campaign to raise awareness about the dangers of putting batteries in household bins.  

Last month, Keep Left also won the account of Australian digital healthcare provider, Midnight Health, which has engaged the agency to grow the audience and market share of its product offering. 

See also: 
Cleanaway taps alt/shift/ for ‘A Throwaway Decision’ safety campaign
Midnight Health appoints PR and creative agency Keep Left to grow market share

Melbourne Royal has appointed Melbourne independent, the thrills, as its creative agency of record for a multi-year partnership across their annual event, The Melbourne Royal Show, following a four-way competitive pitch.

Established in 1848, Melbourne Royal celebrates agriculture, food, and community. Per the appointment, Melbourne Royal will be looking to leverage the thrills team for a new and dynamic show campaign to introduce the event to a new generation.  

“We’re excited to inject new life into the show that Victorians have grown up loving. Everyone has a memory of the show, and there are so many exciting new things on this year, our creative task was to communicate this to drive reappraisal,” said the thrills’ creative director, Paul Greskie. 

Marketing campaign manager at Melbourne Royal, Grace Usher, said this year, the show was looking to drive ticket sales through a differentiated campaign that’s fresh and exciting.

“We want to show people that this is an unmissable event, to evoke that FOMO feeling, turning a trip to the show into an unforgettable yearly tradition where every visit becomes a cherished memory,” she said.
 
“The thrills blew us away with their winning creative response, bringing innovative and strategic thinking, and an exciting channel-led campaign approach to take the Melbourne Royal Show to the next level.”
 
The thrills managing partner, Rick McEvoym, commented on winning the  partnership with the 175-year-old heritage brand.

“The show is part of the cultural fabric of Melbourne and is also really close to my heart. Some of my fondest memories from when I was a kid are of coming down to the big smoke with my grandparents to spend the day at the show, and now I get to do that all over again with my own family,” he said.
 
“We’ve got big plans for our work with Melbourne Royal and we can’t wait for everyone to see. This campaign marks another important milestone in our strategic growth plans, and we are looking forward to a long partnership with one of Melbourne’s icons.” 

Up until recently, the thrills was part of the legacy brand design consultancy, Elmwood. Following a management buyout from its UK-based parent company in 2021, the agency underwent a rebrand to its name.

It is headed by managing partners McEvoy and Kate Richardson.

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Top Image (L-R): Rick McEvoy, managing partner, the thrills, Gemma Tedford, client director, the thrills, Marcia Allan, executive general manager marketing and membership, Melbourne Royal, Paul Greskie, creative director, the thrills, Grace Usher, marketing campaign manager, Melbourne Royal & Lauren Winter, marketing executive, Melbourne Royal

Centennial World is gearing up to launch its first branded podcast miniseries, Let The Girls Game, on 5 June. The project will be nested within its Infinite Scroll ecosystem in partnership with Let’s Sing.

Let The Girls Game looks into gender and gaming, the history and resurgence of Gamergate, language and culture within online communities, the future of gaming, and the significance of community-building for women gamers.

Centennial World’s content spans internet culture and the creator economy, with 95% of its audience under 34-years-old, and 13 million monthly views on TikTok.

Lauren Meisner, founder and director of Centennial World, said: “Gen Z seek meaningful conversations in a natural format and doesn’t want to be sold to. They expect value over advertising. So, we have co-designed a series with our listeners’ interests first. 

“We are partnering with Let’s Sing, because of their shared passion for reaching young women interested in gaming. In doing so, we are meeting our listeners with interesting, relevant content that they expect from us.”

Young gamers who identify as women are often overlooked and under-targeted with nearly three quarters of women reported to be playing video games, and of these almost eight in 10 playing weekly.

Meisner added: “We’re reaching an audience of incredibly astute young women who are willing to give up 10 minutes of their commute and leisure time to brands providing they’re generous and authentic, and create content that entertains.”

According to a McKinsey Health Institute report, young people – particularly between the ages of 12 and 27 – identify podcasts as a less toxic alternative to social media platforms, with nearly one-third of Gen Z listeners expressing concerns about the negative impact of social media on their emotional well-being.

Let The Girls Game launches 5 June, with new episodes released every Wednesday for five weeks. Full episodes will be available on TikTok, YouTube, and Centennial World’s regular podcast feed. 

Nine is launching an editorial series, Super Fit, from the money experts at The Sydney Morning Herald, The Age, Brisbane Times, and WAtoday.

The six-part series aims to take readers step-by-step through how to create the strongest possible super balance, and debuts with launch partner Colonial First State.

The series will cover topics including planning how much you’ll need to retire comfortably, which funds to use, the best allocation at each age, how and when to make additional contributions, and how to spend in retirement. 

Super Fit stories will appear in the Money section in the Wednesday editions of the Herald and The Age until 26 June, and are also housed in a digital collection across the four masthead websites. The digital collection also includes superannuation stories by money experts such as John Collett, Bec Wilson, and Paul Benson.

Money editor Dominic Powell said getting your super in shape “is one of the most crucial things you can do to ensure a comfortable retirement, yet it’s something many of us don’t think about until it’s too late.”

“Small changes now – like switching funds or making an extra contribution – could mean thousands of extra dollars in your pocket later in life. If you’re someone who doesn’t know where to start, Super Fit will help you take the first steps on this journey, and answer any questions you have about the most important investment you’ll (probably) ever make.”

For many people, their mandatory superannuation investment will be the largest asset they will have in their lifetime. On 1 July, the rate that workplaces need to pay employees will increase to 11.5% of their salary, rising to 12% by July 2025. 

Super Fit features an interactive superannuation calculator that allows users to predict what their Super will look like in 5, 10, 15, 20 years and beyond. 

James McCluskie, client director finance and technology, added Super Fit “presents the perfect platform for our superannuation clients. Allowing them to position themselves as a relatable fund driving superior outcomes for their current and future members that align with our readership’s values.”

Clemenger Group has promoted James Schaw to the newly-created role of national workplace experience and building manager. 

Schaw is tasked with fostering the cultural connection, learning and development, and creativity and innovation across all Clemenger Group workplaces in Australia.

This includes prioritising employee safety and wellbeing, and supporting the Group’s progressive, diversity and inclusivity goals.

Schaw joined Clemenger Group in Melbourne in 2009 as a catering manager before transitioning to the role of building and operations manager for its Melbourne offices.

“Clemenger Group has been such a wonderful place to work and grow, and I am  delighted to be able to build further connections across our agencies across Australia,” said Schaw. 

“I’m passionate about creating environments where our people feel safe, supported, and inspired to do  their best work, and collaborating with our diverse teams to enhance their workplace experience.” 

Clemenger Group’s head of people and culture, Raj Tapper, added: “Jimmy is the kind of person who goes the extra mile to ensure our people and clients have everything they need. He embodies all of our Clemenger Group values – particularly ‘Think We, Not Me’ – and has been integral to our company’s success.

“We are excited to have Jimmy oversee a national approach to our workplace experience. His dedication  to fostering a positive and productive work environment is unparalleled, and I am confident that under his  leadership, our workplaces will continue to thrive and evolve to meet the needs of our talented people.”

Last week, Clemenger Group’s CHEP Network also announced the promotion of Tash Johnson to national head of integrated production.

Around the same time, creative agency Clemenger BBDO launched a new campaign for Victoria’s Transport Accident Commission (TAC) that aims to give tired drivers a serious wakeup call and address the statistic that in Victoria, 16% to 20% of all fatal crashes can be attributed to fatigue.

See also:
CHEP promotes Tash Johnson to national head of integrated production
TAC and Clems launch ‘Driving tired? Wake up to yourself’ awareness campaign

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Top Image: James Schaw

Boomtown has opened registrations for its next Masterclass, which will feature insights from leading brand marketers and agencies on the benefits of regional advertising.

Participants will hear from an expert panel of senior marketers, including Lauren Dawber, senior director – media, operations and performance for Optus, Robert Maxwell, head of investment for The Speed Agency, and Manelle Merhi, general manager – marketing and customer experience for Kennards.

The panel, to be moderated by founder of The Ideas Business Wade Kingsley, will discuss how the regional Australian population, a third of the country’s population, has delivered results for their brands and their perspectives on regional audiences.

Brian Gallagher, Boomtown chairman, said: “Our latest Masterclass is an opportunity to continue to reaffirm what we’ve long known about regional Australia – it is an untapped and uncluttered opportunity for advertisers, and a truly ‘unexpected’ place to live.

“Since our last Masterclass, we’ve launched our Population: Unexpected campaign, which showcases the incredible opportunities in Boomtown and why it’s such a critical market for national brands and advertisers.
 
“Through this campaign and our Masterclass series, we want to get people talking about regional Australia as a must-invest opportunity for advertising dollars, and also remind people that regional audiences are younger, wealthier, less worried about the cost-of-living crisis, and more digitally savvy than ever, making them a highly attractive audience for brands.”

Population: Unexpected – developed with Thinkerbell and launched last week – is designed to celebrate regional Australia’s innovation, diversity, and economic contributions, while reminding agencies and businesses of the unmatched advertising opportunities in Boomtown.
 
Since 2020, the Masterclasses have trained thousands of Australian media, marketing, and advertising executives on the power of regional media. Just 17% of national media budgets are invested in regional Australia.

The winter Masterclass—the latest in Boomtown’s education series—will be held online on Thursday 4 July from 10am to 11:30 am AEST.

TV Report 28 May 2024:

Nine TV Report

A Current Affair

Nine‘s A Current Affair saw a reporter and crew attacked by a used car dealer – after he had requested interview to clear his name.

The Summit

After Sam‘s decision to get rid of Bali Bombings survivor, Phil, Mat swore to get revenge. He pulled it off, with Sam packing his bags and leaving the mountain. 

Seven TV Report

Home & Away

Bree made Remi a promise she couldn’t keep, while Cash and Tane sprang into action.

Dream Home

On the third episode of Seven‘s new renovation show Dream Home, Queensland’s Hannah and Jonny suffered a major flooring setback on top of their already delayed timelines.

10 TV Report

MasterChef Australia

MasterChef legend Darren Purchese returned with a dessert for the pressure test, sending Savindri home.

The Cheap Seats

Melanie Bracewell and Tim McDonald took a look at the week that was, joined by Mel Tracina, Adam Rozenbachs and special guest Myf Warhurst.

ABC

7.30

The show looked at the four days since a landslide wiped out a small village in Papua New Guinea, went inside Oregon’s drug decriminalisation experiment, and spoke with a 16-year-old set to represent Australia at the Paris Olympics.

Tony Armstrong’s Extra-Ordinary Things

A paint tray, a firefighter’s signet ring, and a 100-year-old restored motorbike. Tony Armstrong and his bike tour the country to discover the story of Australia, one precious and quirky thing at a time.

SBS

Who Do You Think You Are?

Actor and director, Wayne Blair discovers his maternal Great Grandfather was one of the last survivors of the Woppaburra people from Queensland’s Keppel Islands. 

Insight

This week’s Insight episode, To the Rescue, looks at what drives us to want to save others – and whether we should we always dive in.

Monday 27th May 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s The Summit recorded a total TV national reach of 1,508,000, a total TV national audience of 542,000 and a BVOD audience of 58,000.

Seven’s Dream Home recorded a total TV national reach of 1,464,000, a total TV national audience of 632,000 and a BVOD audience of 49,000.

10’s MasterChef Australia recorded a total TV national reach of 1,357,000 a total TV national audience of 703,000, and a BVOD audience of 57,000.

Have You Been Paying Attention, also on 10, recorded a total TV national reach of 1,286,000, a total TV national audience of 765,000, and a BVOD audience of 38,000.

Seven’s Home and Away recorded a total TV national reach of 1,257,000, a total TV national audience of 791,000, and a BVOD audience of 29,000.

See Also: TV Report 27 May 2024: Measuring fail on Dream Home causes change of plans

People 25-54

Nine’s The Summit:
• Total TV National Reach: 509,000
• National Audience: 206,000
• BVOD Audience: 33,000

Seven’s Dream Home:
• Total TV National Reach: 504,000
• National Audience: 220,000
• BVOD Audience: 28,000
 
10’s MasterChef Australia
• Total TV National Reach: 528,000
• National Audience: 273,000
• BVOD Audience: 33,000
 
10’s Have You Been Paying Attention:
• Total TV National Reach: 537,000
• National Audience: 341,000 
• BVOD Audience: 23,000
 
Seven’s Home and Away:
• Total TV National Reach: 415,000
• National Audience: 268,000 
• BVOD Audience: 56,000

People 16-39

Nine’s The Summit:
• Total TV National Reach: 165,000
• National Audience: 67,000
• BVOD Audience: 16,000

Seven’s Dream Home:
• Total TV National Reach: 202,000
• National Audience: 96,000
• BVOD Audience: 15,000
 
10’s MasterChef Australia
• Total TV National Reach: 220,000
• National Audience: 115,000
• BVOD Audience: 19,000

10’s Have You Been Paying Attention:
• Total TV National Reach: 230,000
• National Audience: 153,000 
• BVOD Audience: 12,000

Seven’s Home and Away:
• Total TV National Reach: 177,000
• National Audience: 122,000 
• BVOD Audience: 33,000

Grocery Shoppers 18+

Nine’s The Summit:
• Total TV National Reach: 1,145,000
• National Audience: 402,000
• BVOD Audience: 47,000
 
Seven’s Dream Home:
• Total TV National Reach: 1,134,000
• National Audience: 489,000
• BVOD Audience: 39,000

10’s MasterChef Australia:
• Total TV National Reach: 1,074,000
• National Audience: 562,000
• BVOD Audience: 47,000

10’s Have You Been Paying Attention:
• Total TV National Reach: 1,025,000
• National Audience: 612,000 
• BVOD Audience: 30,000

Seven’s Home and Away:
• Total TV National Reach: 981,000
• National Audience: 653,000 
• BVOD Audience: 80,000

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.