Nine Upfronts: Nine's cross-platform super brand, Money

Chris Pash
By Chris Pash | 16 September 2020

Nine Entertainment has unveiled Money, a  new cross-platform super brand working across television, radio, newspapers and digital.

Nine used its virtual 2021 Upfront presentation to launch Money, joining the other Nine super brands Domain, Traveller, Good Food, CarAdvice, and Good Weekend and Sunday Life.

Money will be centred, in broadcast channels, on financial journalist Brooke Corte, who hosts Nine’s top-rating finance program Money News on 2GB, 3AW and 4BC.

It will also involve bespoke solutions on television and within Nine’s publishing assets.

“This year Brooke has been a brilliant addition to the Nine Radio family,” says Richard Hunwick, Nine’s director of sales – television and radio.

“On week nights Brooke has been presenting, fast-paced, in-depth and up-to-the-minute coverage of the day’s events with everything our listeners need to know about their finances and investments.

“We will now be extending that brand across all platforms. For marketers this will mean the opportunity to extend their involvement with Money right across our full radio footprint, across our digital and print platforms and on to television via bespoke updates in programs like A Current Affair.

"Additionally, there will be bespoke sponsored extensions offered through Good Weekend or the Money section of our mastheads.”

Nine will also use other on-air and editorial talent in the personal finance space as it builds the Money brand across its platforms.

Nine launched its super brands strategy last year at its 2020 Upfront presentation with the aim of building its reach and audience across key verticals such as property, auto, travel and food.

“Superbrands was one of the key initiatives introduced via Powered in the last 18 months,” says Hunwick.

'“It was born from our publishing expertise, in verticals such as travel and real estate, and brings together Nine’s assets in a simple and coherent fashion, allowing clients to amplify their message in a relevant and contextual environment.”

Brooke Corte says personal finance has never been more important.

"I’m passionate about how we can cut through the noise to talk in-depth about the economy, our household finances and our small businesses," she says.

“Australians are working harder for every single dollar, which means we are more focused than ever on getting a better deal on our mortgage, a lower rate on a business loan, and finding smarter ways to invest and grow our money.”

 

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