Sydney Morning Herald and The Age launch major marketing campaign

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 31 May 2021

Nine has launched a major brand and subscriber campaign for The Sydney Morning Herald (SMH) and The Age to showcase its journalism after seeing a boost in subscribers last year.

The new work, created by BMF, highlights the role both mastheads play in public debate across Australia and features their award-winning journalism.

The campaign will run across TV, BVOD, cinema, digital, social, outdoor, and print.

The “Minds Wide Open” platform comes after Nine reports a year of record subscriber uptake in 2020 for both the SMH and The Age during the pandemic.


SMH 'Minds Wide Open' campaign from Nine on Vimeo.

“2020 was a year of significant growth for our brands,” says Nine head of consumer subscriptions Kristen Turner.

"In 2021, we need to assert our role in provoking the conversations Australia needs to progress, beyond the relentless news cycle. Both to create and retain tomorrow's subscribers. Our new campaign draws on extensive customer insights and speaks to the incredible journalism we produce.

“It also speaks to the unique role The Sydney Morning Herald and The Age play within our political and social discourse. We believe the distinct and bold platform BMF has created will strengthen our position as Australia’s leading mastheads and continue to drive connection and growth for our brands.”

The TV spot was directed by two time Emmy Award winner Patrick Clair and takes aim at "closed minds" everywhere.

“As Aussies we value being open as a culture, but our ability to understand differences has been fading due to filter bubbles and echo chambers,” says BMF chief strategy officer Christina Aventi.

“The Herald and The Age offer balance over bias, reporting from the centre, not a side to inspire debate over division.”

Credit list:

Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Director: David Roberts

Art Director: Jack Robertson

Copywriter: Rob Boddington

Creatives: Emily Field and Kiah Nicholas

Head of Art & Design: Lincoln Grice

Designer: Mina Melis

Chief Strategy Officer: Christina Aventi

Planning Director: Sarah Hood 

Chief Executive Officer: Stephen McArdle

General Manager: Paul Coles

Group Account Director: Anna Lawrenson

Head of TV: Jenny Lee-Archer

Agency Producer: Claire Seffrin

Director: Patrick Clair

Production Company: Sedona Productions 

Executive Producer: Kim Wildenburg

Lead Design and Compositor: Eddy Herringson

Lead Animation and Compositor: Laura Heath

Music and Sound Design: Stare Crazy

Creative Services Director: Clare Yardley

Production Director: Karen Liddle

Integrated Producer: Simone Plaza

Digital Producer: Dani Kartika

Front-end Developer: King Tan 

Photography: Nine Image Archives

Finished Artist: Gabriel Mangulabnan 


Sydney Morning Herald/The Age

Head of Brand and Acquisition, Subscription & Growth: Belle Tayler

Director, Subscriptions & Growth: David Eisman

Head of Customer Marketing: Kristen Turner

Brand and Acquisition Manager: Leah McNeil

Brand and Acquisition Executive:  Diana Wilson

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus