{"id":286377,"date":"2026-02-16T07:00:08","date_gmt":"2026-02-16T07:00:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/286377\/"},"modified":"2026-02-16T07:00:08","modified_gmt":"2026-02-16T07:00:08","slug":"australian-financial-review-launches-new-its-not-for-everyone-campaign-via-howatsonco-campaign-brief","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/286377\/","title":{"rendered":"Australian Financial Review launches new \u2018It\u2019s Not For Everyone\u2019 campaign via Howatson+Co \u2013 Campaign Brief"},"content":{"rendered":"<p>\t\t\t    February 16 2026, 12:38 pm | BY Ricki Green | <a href=\"#comments\">No Comments<\/a><\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>\t\t\t\t\t    \tThe Australian Financial Review has today unveiled a new brand campaign \u2018It\u2019s Not For Everyone\u2019 developed in partnership with Howatson+Company.<\/p>\n<p>\u00a0<\/p>\n<p>The new campaign, designed to reinforce its position as the daily habit of successful people, is centred around the aspirational mindset that sets Australia\u2019s most successful and ambitious people apart \u2013 a relentless drive and commitment to achieve their goals both at work and in their personal lives.<\/p>\n<p>This mindset isn\u2019t limited to the Financial Review\u2019s corporate heartland, but those seeking success through entrepreneurial endeavours and personal wealth generation. A growing cohort who are actively seeking out the knowledge and insights to help them understand the world, make informed decisions and get ahead in every aspect of their lives.<\/p>\n<p>By reflecting the mindset, behaviours and attitudes that unite the Financial Review\u2019s diverse audience, the campaign aims to broaden the brand\u2019s appeal and build a community around shared values. And in an increasingly fragmented and competitive landscape demonstrate the masthead\u2019s unique value in helping its readers realise their ambitions.<\/p>\n<p>The comprehensive rollout will run nationally from today (February 16) and consists of television, streaming, audio, large and small format out-of-home, digital, print and social.<\/p>\n<p>The campaign leads with a hero film which tracks the effort, grit and obsession it takes to achieve a moment of success across three key storylines. Two further story arcs are explored through supporting materials, to reflect the AFR\u2019s diverse readership and editorial pillars, including corporate leadership, technology, fashion, property and agriculture.<\/p>\n<p>Tonally the film aims to reflect the emotional reality of ambition, with every technical element \u2013 from sound design to cinematography \u2013 engineered to mirror the experience of the characters.<\/p>\n<p>The film is supported by a suite of photographic stills that capture the emotion of each scene, shot by renowned photojournalist Adam Ferguson.<\/p>\n<p>\t\t\t\t\t    \t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.newsbeep.com\/nz\/wp-content\/uploads\/2026\/02\/AFR-Brand-Campaign_OOHConsecs.jpg\" alt=\"Australian Financial Review launches new \u2018It\u2019s Not For Everyone\u2019 campaign via Howatson+Co\"\/><\/p>\n<p>A series of editorial and content initiatives will launch this week including subscriber notes, newspaper wraps of the Financial Review and special editorial collections that bring to life the real world stories of ambition, passion and commitment within the Australian business community.<\/p>\n<p>\u2018It\u2019s Not For Everyone\u2019 marks the first brand campaign for the Financial Review since 2022 and comes during a period of strong subscriber and audience growth.<\/p>\n<p>\u201cThe power of this campaign is in its honesty,\u201d says Vera Straubinger, Head of Brand &amp; Acquisition at Nine. \u201cThe acknowledgement that ambition doesn\u2019t look the same to everyone, and what unites our audience today isn\u2019t their job title or rung on the corporate ladder, but their drive for progress. The grit and determination to realise their dreams. At its heart, this campaign is essentially a love letter to the pursuit.<\/p>\n<p>\u201cOur strategy shift moves success from a place (the boardroom) to an attitude (the success mindset). And by admitting that the AFR isn\u2019t for everyone, we\u2019re doubling down on exactly who it is for \u2013 Australians looking to the Financial Review for the knowledge and insights to help them get ahead in every aspect of their lives.\u201d<\/p>\n<p>The TVCs will be shown in 15, 30 and 60 second formats and were filmed in Sydney.<\/p>\n<p>Says Richard Shaw, Deputy Chief Creative Officer at Howatson+Company: \u201cThe Australian Financial Review is not only iconic, but it delivers the insight and coverage to achieve success. This campaign celebrates the truth that modern success has many forms, but one defining quality: an unstoppable drive. Some have it, some don\u2019t, and that\u2019s okay. After all, like everything in life, not everything is for everyone. It\u2019s bold, honest and true to a publication that stands by the statement \u201cthe daily habits of successful people.\u201d<\/p>\n<p>Nine <br \/>Director of Audience Growth, Publishing: Aimie Rigas<br \/>Head of Brand &amp; Acquisition: Vera Straubinger<br \/>Marketing Lead, Brand &amp; Acquisition: Tessa Maughan <br \/>Marketing Manager, Brand &amp; Acquisition: Samantha Hutchinson<\/p>\n<p>Agency: Howatson+Company<br \/>Chief Executive Officer: Chris Howatson <br \/>Group Managing Director: Ren\u00e9e Hyde <br \/>Client Partner: Fleur Lancaster <br \/>Senior Business Manager: Alex Booker <br \/>Executive Planning Director: Katharina Wynne<br \/>Deputy Chief Creative Officer: Richard Shaw <br \/>Senior Creative: Jack Close <br \/>Senior Creative: Zak Hawkins <br \/>Head of Design: Trent Michael <br \/>Designer: Jock Price <br \/>Studio Lead: Simon Merrifield <br \/>Head of Production: Holly Alexander <br \/>Senior Lead, Sound and Music: Shane Vancuylenberg<\/p>\n<p>Production Company: Collider<br \/>Managing Partner &amp; Executive Producer: Rachael Ford Davies<br \/>Executive Producer: Tom Slater<br \/>Director: Dylan Duclos<br \/>Cinematographer: Christopher Miles<br \/>Production Designer: Jackson Dickie<br \/>Costume Designer: Olivia Simpson<br \/>Casting: Byrne Creative<br \/>Editor: King Yong, Howatson+Company<br \/>Colourist: Ferg Rotheram<br \/>Original Music and Sound: Heckler Sound<\/p>\n<p>Production Company: Photoplay Photography<br \/>Photographer: Adam Ferguson<br \/>Executive Producer: Alison Lydiard<\/p>\n<p>Website Production: Khemistry<br \/>Client Service Director \u2013 Vanessa West<br \/>Senior UX\/UI Designer \u2013 Glen Cable <br \/>Digital Development \u2013 Flip<\/p>\n<p>Media Partner: PHD<br \/>Group Business Director: Ali Jones<br \/>Business Director: Emily Friedlos<br \/>Senior Planning Manager: Patrese Beasley<\/p>\n<p>\u00a0<\/p>\n<p><a href=\"https:\/\/bestadsontv.us1.list-manage.com\/subscribe\/post?u=ed15a80d7bf550af3872a36b1&amp;id=fbbdec6d80\" rel=\"nofollow noopener\" target=\"_blank\">Register for FREE HERE<\/a> and receive the Campaign Brief Daily Bulletin and\/or the global Best Ads Best of the Week Bulletin. \u00a0\u00a0 \u00a0\u00a0 \u00a0\u00a0 \u00a0\u00a0 \u00a0<a href=\"https:\/\/campaignbrief.partica.online\/campaign-brief-magazine\/campaign-brief-australia-summer-2025\/flipbook\/0\/\" rel=\"nofollow noopener\" target=\"_blank\">Subscribe to Campaign Brief Magazine<\/a>.<\/p>\n<p>#More Creative News\u00a0\u00a0 #No paywalls\u00a0\u00a0 #No annual membership fees<\/p>\n<p><a href=\"https:\/\/www.portfolioandreel.com\/shop\" rel=\"nofollow noopener\" target=\"_blank\">Subscribe to Portfolio &amp; Reel<\/a> for current listings of Australian and NZ ad agency and production company leadership and key personnel<\/p>\n","protected":false},"excerpt":{"rendered":"February 16 2026, 12:38 pm | BY Ricki Green | No Comments The Australian Financial Review has today&hellip;\n","protected":false},"author":2,"featured_media":286378,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[138,246,111,139,69,244,245],"class_list":["post-286377","post","type-post","status-publish","format-standard","has-post-thumbnail","category-personal-finance","tag-business","tag-finance","tag-new-zealand","tag-newzealand","tag-nz","tag-personal-finance","tag-personalfinance"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/286377","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=286377"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/286377\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/286378"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=286377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=286377"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=286377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}