Inside the Creator-Led Media Economy: Coachella
Influencer marketing now commands 20‑30% of media budgets, with Australian creator spend hitting $830 M AUD (≈$550 M USD) in 2025 and projected to reach $1 B AUD by 2030. The Coachella festival has become a high‑velocity content factory, where brands like Revolve, Hailey Bieber’s Rhode, and 818 Tequila stage immersive activations for global creators. These events illustrate how brands are shifting from passive sponsorship to co‑creating experiences that amplify reach across social platforms. Goldman Sachs predicts the worldwide creator economy will be worth $0.5 T USD by 2027, underscoring the sector’s rapid expansion.
Jury Revealed For AWARD Lab GenAI Sprint
The inaugural AWARD Lab GenAI Sprint, a joint effort by AWARD, Leonardo.AI and the Outdoor Media Association, invites AWARD Crash and AWARD Uni alumni to craft AI‑enhanced campaign concepts for a live non‑profit brief. A distinguished jury, chaired by R/GA’s...
Jameson Pours Itself Into AFL Gather Round With The Idea Shed
Irish whiskey maker Jameson partnered with creative agency The Idea Shed to launch the Jameson Clubhouse at AFL Gather Round, converting Adelaide’s Highway Hotel into an immersive fan destination. The activation featured a Tribute Booth for fan‑generated video tributes, an...
RYOBI Repositions Itself As A DIY Partner In New ‘Come Equipped’ Campaign Via Special
RYOBI, owned by Techtronic Industries, unveiled the "Come Equipped" brand platform in Australia and New Zealand, positioning the tool maker as a lifelong DIY partner rather than a mere product supplier. The campaign’s centerpiece, the hero film "The Gateway," follows a...
‘The Gatekeepers Have Changed’: Glu Says AI Now Decides Which Brands Get Seen
Glu.ai, a Shopify‑native platform, has introduced its Generative Engine Optimisation (GEO) service in Australia to help brands appear in AI‑generated answer engines such as ChatGPT, Google AI Overviews, Gemini and Perplexity. The offering targets mid‑market merchants, promising that clear, structured...
Gate 7 Wins South African Tourism Account
Gate 7 has been selected as the public‑relations and communications agency for South African Tourism in Australia and New Zealand. The Sydney‑based firm will manage earned media, social and broader communications to boost awareness and visitation. Australian arrivals to South Africa reached...
TV Ratings (14/4/2026): Survivor & Australian Idol Go Head-To-Head In GF Showdown
Seven’s Australian Idol grand final became the night’s most‑watched entertainment program, pulling 1.9 million viewers and an average audience of 1.088 million. Winner Kesha Oayda walked away with roughly US$66 k, a recording deal, marketing support and other perks. Across the dial, Network 10’s...
RSPCA Pet Insurance Launches New Brand Platform ‘We Know Animals’ Via Saatchi & Saatchi Australia
RSPCA Pet Insurance has unveiled a new brand platform called “We Know Animals,” developed with Saatchi & Saatchi Australia and Atomic 212°. The platform leverages the RSPCA’s long‑standing credibility to position the insurer as the pet‑owner’s most knowledgeable caretaker. Production, led by Publicis...
Cadbury Debuts ‘&MORE’, Its Most Significant Brand Debut In More Than A Decade
Cadbury has unveiled &MORE, its most significant brand debut in over ten years, targeting Australian chocolate lovers seeking heightened indulgence. The line introduces five premium flavors—Hazelnut Praline, Tiramisu Swirl, Caramel Crème Brûlée, Roasted Macadamia and Raspberry Cheesecake—each featuring larger pieces, richer...
Ex-Mars, Global Growth Powerhouse Najoh Tita-Reid Confirmed For Crocs
Cairns Crocodiles, the marketing festival presented by Pinterest, has confirmed former Mars Petcare global chief growth officer Najoh Tita‑Reid as a keynote speaker for its 2026 program. Tita‑Reid, celebrated for integrating AI, creativity and data‑driven strategy at brands like Mars...
Fast 10: Initiative’s Paige Wheaton On Backing Bold Ideas And Building Team Culture
Paige Wheaton, national managing director of Initiative, steered the agency through a major transformation over the past 18 months, applying her investment‑trading mindset to drive disciplined, rapid decisions. She emphasizes building a culture where safe experimentation fuels bold, commercially grounded...
‘You Know As Much As Anyone Else’: Jun Lee Sia’s Message To Young Women Entering Tech Industry
Jun Lee Sia, marketing leader at carsales.com.au, was honored at the 2026 Women Leading Tech Awards for spearheading the company’s most significant brand refresh in its 25‑year history. The refresh lifted brand awareness to 93%, grew the Gen Z audience by...
Weekend Ratings (10-12/04/2026): Bec Releases Fury At MAFS Reunion Dinner Party
The penultimate episode of Nine’s "Married at First Sight" reunion dinner attracted a national average audience of 1,974,000 and topped three million total viewers. The segment featured Bec confronting ex‑husband Danny and his flirtation with contestant Stephanie, sparking a heated...
‘Doesn’t Have the Financial Resources’: Media Analyst Warns Nine About Keeping NRL Rights
Morningstar analyst Brian Han warned Nine Entertainment that its upcoming NRL rights renewal could strain finances as the current deal expires after the 2027 grand final. He highlighted Nine's shrinking market cap—down to roughly $1.6 billion from $4.96 billion in 2021—and a...
When AI Removes Friction, Marketing Becomes More Human
Sam Hoare’s op‑ed highlights a rapid surge in AI adoption across marketing, with 96% of CMOs flagging AI as a priority. Yet only 65% of firms are making substantive investments, and just 18% report reduced reliance on developers. The Atlantic...