The Payback Project strikes Australian agencyland; plus more betting industry drama and GroupM forecast
In this week's Mumbrellacast, a chat with The Payback Project's James Greet and Steve Pollack on responsible and sustainable agency practices, after the team dissects the impacts of recently-revealed commercial deals between sports codes and betting brands, and a deep dive into GroupM's latest forecast figures on the global ad industry.
Last Sunday’s Four Corners episode on ABC revealed that lucrative commercial deals exist between sports codes and betting brands, arguably to no one’s surprise. The extent of the industry’s influence was believed to have reached the amateur levels, with prominent sports bodies, including the AFL, NRL and Football Australia, called out on the program. The Mumbrella team examines the impact of the betting industry’s increasing power and what it could mean for advertising.
This is followed by a deep dive into some recent forward-looking figures released by WPP’s investment arm, GroupM, on the global advertising industry and where it’s heading for the rest of the year. The group dialled down on its expectation of Australia’s advertising growth in 2023, backflipping its statement last year that the market will maintain its 3.4% growth despite challenging market conditions. The team examines the current market sentiment.
All these topics before a chat with The Payback Project’s founder, Steve Pollack, and the initiative’s local boss and ex-Hero COO, James Greet, on how agencies can become more meaningfully sustainable and responsible, based on some of their pair’s industry conversations so far.
Episode breakdown
- Sports codes and betting brands deal (2:17)
- GroupM forecast unpacked (10:27)
- The Payback Project with Steve Pollack and James Greet (17:29)
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Darcy Song is a reporter at Mumbrella, covering media owners, adtech and social platforms. She joined in March 2022 as an editorial assistant.
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