The Brief:

In 2020, Nine Publishing identified an opportunity to publish a leading independent schools guide, designed to reach an affluent audience in metro NSW and Victoria. The idea was to capitalise on the lifestyle trend of not only the parents paying for school fees, but also the growing trend of grandparents investing. Reaching an audience of 770,000 readers every month, Good Weekend was the perfect place to house this education guide initiative.  

The Execution:

Good Weekend presented a biannual reverse back guide positioned within a trusted, authoritative environment. Distributed in The Sydney Morning Herald and The Age, the Education Reverse Back reached Australia's most affluent, intelligent readers to inform and guide them across a host of independent schools for consideration, profiling each school’s ethos, academic and extra-curricular offerings.  

“Good Weekend’s Education Reverse Back execution has been a phenomenal success since its inception in 2020. Now in its third year, the biannual education guide has doubled in book size and readership success, with a view to launch into other educational sectors via The Sydney Morning Herald and The Age's Sunday Life across print and digital in late 2023.”   

James McCluskie, Client Director – Education & Workplace, Nine.   

Source: Roy Morgan Research; people 14+ for the 12 months ending June 2023.  

The Brief:

Whether it be sketchy phone calls from unknown numbers or more sophisticated text messages from seemingly legitimate sources, we all – or at least someone we know – have fallen victim to attempted scams and fraud. In fact, the ACCC reported that more than $3.1 billion was lost from scams in Australia in 2022 alone, with more than 500,000 reports filed.

It’s a serious issue plaguing Australians. Many who feel it’s a matter of when not if they too will fall victim.

As scams become more advanced, CommBank is committed to leading the charge in detecting fraudulent activity and protecting customers. This includes educating the community on how they can protect themselves through 'Stop. Check. Reject'.

Leveraging the power of Nine's reputable print publications The Sydney Morning Herald and Good Weekend, Powered by Nine conceived unmissable content executions placed in the palm of our readers’ hands.

The campaign’s title, 'We’ve got your back', perfectly encapsulates the aim of content: to arm readers with the knowledge to successfully detect fraud and scams while reassuring them that CommBank's scam detection assists in preventing sophisticated fraud – highlighting the dual responsibility of both the bank and the consumer.

The Execution:

The issue of falling victim to scams and fraud is not age-specific, but the size of the problem and material impact of losses increases with age. While the brief was targeted at all Australians, one major consideration was to target demographics 55+ – expertly aligning with The Sydney Morning Herald and Good Weekend readership.

In line with phase one of the campaign – announcing CommBank's scam detection and prevention technology – Powered by Nine produced a six-part, quarter-page advertorial series which had the look and feel of an editorial column and sat within the paper’s finance section.

In this series, an expert business journalist explored a new scam each week, educating readers on how people are falling victim, and tips on how to stay vigilant. A CommBank spokesperson was interviewed to provide valued insight throughout.

The execution included a four-page branded content wrap of the Herald, offering the highest of impact to highlight CommBank's most prominent messaging - the dual responsibility of bank and consumer in preventing scams and fraud.

The wrap spanned the front cover of Australia’s oldest and most trusted masthead, a double-page spread of interviews with CommBank spokespeople, engaging infographics of scam prevention techniques, and a full-page brand ad on the outside back cover.

The Brief:

Pymble Ladies’ College continues to advocate for change and progress gender equity. The College is motivated to equip its girls with the academic, emotional, social and digital intelligence to grow and flourish as influential and compassionate female leaders who are empowered to change the world for the better. The College has established an impressive portfolio of campaigns, including the successful event initiative 'Chairs for Change', calling on corporate Australia to remove gender from one of the highest offices in business by changing the title of Chairman to Chair for every Australian business.

Keeping up the momentum, Pymble Ladies’ College crafted two other campaigns, 'Watch Us Change the World' and 'It’s Our Time', to build brand affinity and draw attention to the commitment to building a more diverse, equitable and inclusive world, and to inspire action towards gender equity. Choosing a partner that aligned with their goals was essential.

The Execution:

The AFR audience of ambitious, educated and influential change-makers made it the perfect place to publish their campaign. With International Women’s Day setting the stage, Pymble Ladies’ College launched a powerful initiative for equal opportunity, with a 16-page mini-mag within the AFR, emphasising its leadership in female education by highlighting their own students doing extraordinary things, and showing that lessons learnt about equity and opportunity in schools must ring true for all girls when they step out of the classrooms and into the workplace.

Further to this, an editorial partnership with the AFR 'Women to Watch' special report and an editorial wrap on AFR’s reputable Business Summit also meant they could leverage high-calibre guests in attendance to drive their campaign. The visually empowering and bold creative grabs the attention of readers, fortifying the mission to bring change through action, not just words.

"Pymble Ladies’ College has engaged in International Women’s Day events and initiatives for many years. However, this year it took a few big, bold steps outside the classrooms and campus to encourage change where it will count for its girls in the future. Stepping out of your lane is not always a comfortable experience. It has intentionally done so to send a strong message to businesses and organisations that its girls expect an equal playing field in the workplace. For as any change-maker knows, continuing to operate in your comfort zone is unlikely to have any real impact."

Dr Kate Hadwen, principal, Pymble Ladies' College

The Brief:

As part of the high profile launch of Stan’s hotly anticipated return of Yellowstone, Stan turned to a tried and tested method to own the media conversation for the day of premiere.

Having partnered with Nine Publishing on numerous newspaper wrap placements since Stan’s initial launch, Stan knew from experience that an execution with a creative twist across The Sydney Morning Herald and The Age would be an extremely effective way to help eventize the premiere of one of the world’s most watched shows.

The Execution:

Stan's marketing team utilised The Sydney Morning Herald and The Age to deliver a unique creative opportunity and reach a key demographic. Stan’s marketing team leveraged the newsworthiness of Yellowstone’s latest season storyline, with Kevin Costner’s character John Dutton being elected as governor, for the front page wrap creative. This innovative approach drew audiences into the world of Yellowstone for a brief moment, and consequently delivered a disruptive and entertaining media moment adding to the large-scale through-the-line campaign.

“The marketing team at Stan have always been challenged to create disruptive takeovers of media and this creative was no exception. As part of our multi-channel approach to eventize show launches and premieres, Nine Publishing wraps like the one for Yellowstone enable Stan to drive scale quickly amongst a key audience demographic, whilst utilising clever creative consistent with Stan’s brand in an engaging and contextual manner. ”

Diana Ilinkovski, chief marketing officer, Stan.  

The Brief:

Nine is the home of tennis in summer, and while Good Weekend is traditionally on print break during the Australian Open, advertiser demand for a sophisticated cross-platform innovation gave rise to the special magazine which Nine now plans to make an annual publication.  

The team at Good Weekend were up for the task. The special issue made perfect sense as an extension of partnerships across the Nine ecosystem spanning publishing, television, digital and audio. And with Nine uniquely placed to give brands optimal access to the action, our enviable media ecosystem allowed marketers to call game, set, match on their campaigns.  

The Execution:

As the world’s best tennis players prepared for the Australian Open, this special magazine celebrated the 2023 Summer of Tennis, published through The Sydney Morning Herald and The Age on January 14, produced by the team at Good Weekend, and included advertising from Rolex, APT, Ralph Lauren, Kia and Piper Heidsieck, among others. 

“In this, our inaugural Tennis magazine, we apply the journalistic standards and writing prowess for which Good Weekend has long been renowned to one of the most fascinating and growing sports in the world,” said Good Weekend editor Katrina Strickland. 

Tennis served up everything readers need to know. It featured the new guard of players coming through and what makes them different to their long-reigning predecessors; took a look back at the glory days of Roger Federer and the Williams sisters; explored how Melbourne Park, the Australian Open venue, has become as much an entertainment as a sporting precinct over summer; and assessed the long-established links between fashion and tennis.  

As the new breed of stars begin to make their mark, the inaugural 32-page issue of Tennis also included a profile on one of Australia’s most exciting female players, Ajla Tomljanovic, who defeated Serena Williams in the third round of the US Open last September.