The Sydney Morning Herald and The Age unveil 'All Yours' via Publicis Brisbane

4 April 2024

Creative Agency: Publicis (Brisbane)

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A response to research which showed audiences are looking for more than core news from their subscriptions.

The Sydney Morning Herald and The Age have unveiled a major campaign that showcases the breadth and depth of journalism featured in two of Australia’s most read mastheads.

Launching across Sydney and Melbourne this past week, the campaign entitled 'All Yours' features flagship content for the mastheads, including a focus on sport, puzzles, Good Food and Traveller, alongside some familiar faces in investigative reporters Kate McClymont and Nick McKenzie, as well as celebrity chef Adam Liaw.

The campaign is a response to research which showed audiences are looking for more than core news from their subscriptions, and increasingly want to be engaged with content that reflects their passions or helps them learn and discover new things.  

Nine MD, publishing Tory Maguire said ‘All Yours’ celebrates the wider range of engaging content that readers are seeking out, and encourages them to discover more with the company.

“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," said Maguire.

The campaign was developed in collaboration with Publicis Worldwide Australia and Taxi Film productions, and creatively seeks to replicate the immersive and endless content experiences available to explore with the Herald and The Age through readers’ devices. 

Brought to life through the work of director Tristan Houghton, a proud Yindjibarndi man from the Pilbara region of WA, the films reflect the respective markets as the protagonist, actor Joshua Sasse, dives from content to content within the Herald/Age app.

Nine head of brand and acquisition for publishing Vera Straubinger said Nine recognises that its 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," she said.

Over the coming eight weeks, the campaign can be seen across broadcast TV and BVOD, cinema, OOH, transit, retail, print and social, as well as Spotify, LiSTNR and our own Nine podcasts. 

Watch The Sydney Morning Herald campaign HERE

Watch The Age campaign HERE

High res images HERE



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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