Investigations, puzzles, and sport take centre stage in Nine Publishing’s All Yours campaign

nine publishing all yours campaign

The campaign was developed in collaboration with Publicis and Taxi Film productions.

Nine Publishing’s The Sydney Morning Herald and The Age have launched a new campaign spotlighting the range of journalism featured in the mastheads.

Titled All Yours, the campaign debuted in Sydney and Melbourne last week, showcasing flagship content spanning sport, puzzles, Good Food, and Traveller.  The campaign also features investigative reporters Kate McClymont and Nick McKenzie, along with celebrity chef Adam Liaw.

Driven by research indicating audiences seek more than just core news from their subscriptions, the campaign aims to engage readers with content that resonates with their interests.

Developed in collaboration with Publicis Worldwide Australia and Taxi Film productions, the campaign mirrors the content experiences available through the Herald and The Age apps. Directed by Tristan Houghton, a proud Yindjibarndi man from the Pilbara region of WA, the film features actor Joshua Sasse navigating the app’s content, reflecting the Sydney and Melbourne markets.

Tory Maguire, managing director – publishing, said the All Yours campaign “celebrates the wider range of engaging content that readers are seeking out, and encourages them to discover more with us.” 

“Our journalists are driven to deliver the best, extending beyond traditional news — to the way we live-blog the Taylor Swift tour or provide access to the country’s best recipes and reviews with Good Food, we’re passionate about enriching the news experience.”

Vera Straubinger, head of brand and acquisition for publishing, added: “We recognise that our readers want to immerse themselves in content they enjoy anywhere, anytime. We’re excited to bring this to life creatively, showcasing the engaging experience readers can expect as we continue to invest in new ways to bring quality journalism and exciting content to our audiences.”

The campaign will run for eight weeks, spanning multiple channels such as broadcast TV, cinema, out-of-home advertising, transit, retail, print, and audio platforms like Spotify, LiSTNR, and Nine Podcasts.


Nine Entertainment
Director Subscriptions & Growth: Kristen Turner
Head of Brand & Acquisition: Vera Straubinger
Marketing Lead Brand & Acquisition – Metros: Kymberley Joseph
Marketing Manager Brand & Acquisition – Metros: Leah McNeill

Agency: Publicis Brisbane
Managing Director: Simone Waugh
Executive Creative Director: Ryan Petie
Group Creative Director: (Copy): Jim McKeown
Creative Director: (Art) David Schaak
Executive Production Director: Vicki Lee
General Manager/Chief Client Partner: Jude Johannesen
Senior Account Director: Mary Graham
Account Executive: Matisse Sipa Borgeaud
Strategy Director: Simon Murphy
Strategy Director: Swati Shivshankar

Production Company: Taxi Films
Executive Producer: Andrew Wareham
Director: Tristan Houghton
Producer: Simone Mackie
DOP: Mark Desiatov
Art Director: Laura Elkington
Robot Operator: Brendan Isaac

Stills Photography: Compadre Pictures
Photographer: Jason Starr
Producer: Katherine Cooke
Retouching: Justin Overall
Post Production:
Editor: Tim Eddy
Grade: Kali Bateman
Online/VFX: Barnaby Bretton / Mesh FX
Sound: Ross Batten / Rosco Audio

Original Music Composition: Jarsonic
Raf Mikolajczyk

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