Nova Entertainment has announced a strategic partnership with BrandSpace, the retail media division of Scentre Group, giving advertisers a single commercial pathway to plan campaigns across Nova’s audio network and more than 40 Westfield retail destinations.
The alliance combines Nova’s national radio, podcast and digital audio assets with BrandSpace’s retail media network and in-centre activations across Westfield shopping centres.
The companies said the partnership is designed to simplify the planning and buying process for agencies and brands while enabling campaigns that link awareness with retail engagement.
“This partnership is a direct response to what our customers are asking us for: simpler, more connected solutions that deliver measurable results,” said Nicole Bence, chief commercial officer at Nova Entertainment.
“We want the case for investing with us to be easy and irrefutable. It’s certainly no secret that audio and retail media are powerfully complementary mediums from a performance perspective, so this is the natural next step for us.
“Now, a single brief can unlock the eyes and ears of over 4 million Australians, the influence of some of the country’s most trusted creators, and the impact of Australia’s #1 cultural, lifestyle and retail destinations.”
Integrated campaigns across audio and retail
Under the agreement, Nova and BrandSpace will collaborate on integrated campaigns spanning radio, music, podcasts, digital channels, retail media placements and in-centre activations.
The companies said the arrangement allows advertisers to plan and measure campaigns across both platforms through a unified commercial approach.
Adam Sadler, head of media sales Australia at BrandSpace, said the partnership connects brand storytelling with retail environments closer to the point of purchase.
“Retail environments are powerful because they represent intent and proximity to purchase,” Sadler said.
“When you combine that with Nova’s ability to create cultural momentum and trusted influence, the opportunity becomes significantly more impactful.
“This partnership allows us to answer more complex briefs with integrated thinking, making it simpler for brands to connect awareness with action.”
Expanding the retail media proposition
The partnership reflects growing advertiser interest in retail media networks, which allow brands to reach consumers in shopping environments where purchase decisions are made.
BrandSpace operates across Scentre Group’s Westfield portfolio of retail destinations in Australia and New Zealand, providing media placements, experiential activations and digital advertising opportunities inside shopping centres.
For Nova, the partnership expands its commercial offering beyond traditional audio inventory, positioning the company to deliver campaigns that combine cultural reach with physical retail environments.
The companies said the partnership will focus on delivering integrated solutions for agencies and advertisers seeking more measurable, cross-channel media strategies.