Monday, July 28th, 2014 - Marketing Week

The move away from traditional media models is expected to generate heated discussion at this year’s Australian Marketing Week (25-29 August, Adelaide Festival Centre).

The Public Relations Institute of Australia (PRIA) will host a lunchtime session “Brand Journalism and Native Advertising - the new PR?” to an audience of over 200 media and marketing professionals (12-1.30PM, Wednesday 27 August).

Panellists include: 

  • Melina Cruikshank, Women’s Network General Manager, Fairfax
  • Matthew Gain, General Manager, Edelman, Sydney
  • Jim Plouffe, Managing Editor, The Lead South Australia
  • Leila Henderson, Founder and CEO, Newsmaker
  • Graham Wakeling, Publisher, in-Business Magazine
  • Guy Turner, Customer Solutions Manager, News Corp Australia
  • MODERATOR: Leigh McClusky, Company Principal, McClusky & Co

The Discussion

Brands are investing a sizeable portion of their creative budgets in content that entertains, informs and engages rather than simply pushes a brand message.  Depending on the channel and method, this promotional methodology is often referred to as "brand journalism" or "native advertising". 

Whereas in the old days, it was very clear when an editorial piece was paid for – made easy by the tag "advertorial" or "press release" – now brands are presenting stories that blur the lines between paid and earned media. Even major publishers are getting in on the act.

Can brands “harness the creative power of credible, authoritative storytellers”? Or as one pundit put it, is brand journalism "travelling the road to purgatory” and killing off the notion of independent media?

This panel will discuss the pros and cons of presenting paid content to consumers in a story form that mimics editorial.  Does it work? How much does it cost? Will it be the saviour of big publishing?

Leila Henderson, State President of PRIA (SA), says:

“Brands are creating their own content to connect with potential customers but the channels are typically overcrowded and the human attention span is limited. This presents new challenges for all sides of the content equation. All of our panellists are media experts who are embracing the challenge and we are looking forward to a spirited session.”

Tickets are selling fast – book now at

Contact Virginia Swan [email protected] or Leila Henderson on 0414 69 70 71.  #MWAU2014

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Marketing Week 2014 will explore the theme of “Through the Looking Glass”, with the marketing and communications industry being provided with a lens highlighting success, efficiency, and relevancy in the diverse world of marketing. Whether your thing is marketing, advertising, or PR, this year’s event is one you won’t want to miss.

Virginia Swan
M: 0404 940 644


brand journalism, native advertising, PR, public relations, AMI, Marketing Week




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