Southern Cross Media Group has launched a multi platform partnership with ING, a leading digital bank, effective 1 July.
The partnership, led by Universal McCann (UM), is among the first integrated cross-channel campaigns since the merger of Southern Cross Austereo (SCA) and the Seven Network.
SCA and Seven have extended ING's existing Sunrise finance segments, into LiSTNR's The Briefing podcast, alongside targeted streaming and social amplification.
The campaign now sits across Sunrise broadcast integrations, contextual placement within The Briefing, amplification across LiSTNR's streaming network, social extensions across both SCA and Seven channels, and long-form monthly content.
Monique Chirgwin, senior creative connections director at UM, said the partnership had unlocked strong cross-channel strategic opportunities.
"We've not only seamlessly extended ING's trusted financial content but are now reaching new audiences with unparalleled efficiency and contextual relevance, genuinely optimising impact across their entire daily media journey," she said.
Luke Minto, head of audio sales at SCA, said the partnership demonstrated what was possible as a unified SCA and Seven Network.
"We’re no longer thinking in silos. We’re taking proven, high-quality content and extending it across platforms in a way that feels native, contextual and seamless for audiences,” said Minto.
Katie Finney, national sales director at Seven, said the evolution of the ING partnership allowed the brand to reach new audiences across audio and digital.
“ING has been a valued Sunrise partner for many years. This next evolution ensures their message continues to resonate, while tapping into new audiences across audio and digital,” she said.
“It’s a powerful example of how our combined ecosystem can drive both scale and efficiency.”
Carly Yanco, chief marketing officer at ING, said the expanded partnership was part of a broader digital engagement strategy.
"ING is a digital leader with a long history of advocating for customers, and that means showing up in places and formats that feel natural, useful and trusted," said Yanco.
"Our expanded partnership with Seven and SCA is just one part of a wider digital engagement strategy, from platforms and content to creators and conversations, designed to demystify money and help Australians make sense of everyday finance.”
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