Ex MySpace boss Rebekah Horne and former Push And Play founder Jade Harley in new venture Inception Digital

inception digitalPush And Play, the online ad network which launched with its director Jade Harley berating “lazy” media planning, appears to have shut its doors in favour of a new venture with former MySpace boss Rebekah Horne.

Horne is listed on Inception Digital’s new website as MD of the new business while Harley is listed as GM.

After Mumbrella began to make inquiries, the site – which has been up for a few days – was switched to maintenance mode.  

inception_home_pageBefore it was taken down, Inception Digital’s “about us” page said:

“Combining the forces of technology, premium content and innovative ideas to create powerful exchanges that help brands grow and connect with their desired audience.

“In short, we are media creators, innovators and communicators.

“In function we are an independent Australian digital sales network representing both local and international websites; we are also a media house, media services and ideas company.

“Our vision is to enable brands to connect authentically with audiences wherever they may be, whether that’s in front of a computer, on a smartphone, tablet or at a live event.

By combining technology, premium content, innovative ideas and a locally experienced team Inception Digital delivers results for business partners, marketers and advertisers alike.

“We focus on creating rich content that people want and delivering it seamlessly via channels they trust.

“This allows us to create engaging conversations with an influential audience. We believe in…

  • The power of collaboration
  • The value of authentic experiences
  • That content is king
  • Discovering new ways to deliver content in the digital era”
Rebekah Horne MySpace


Jade Harley Push and Play Digital


Horne was announced as chief digital officer of DMG Radio in June in what the company told Mumbrella at the time was a full time role. She declined to discuss Inception Digital with Mumbrella today, but confirmed that she remains at DMG Radio.

Push And Play Digital launched in March. At the time director Jade Harley triggered a fierce debate when she told Mumbrella: “I’ve seen some terrible examples of Bunnings display banners placed on an edgy music site targeting predominantly 16-24 year olds. This not only cheapens the environment and deters users. It will also be completely ineffective in delivering results for the client.”

Her comments sparked a lengthy debate with commenters arguing that her words would alienate potential agency customers, with others arguing that she was correct. Push And Play Digital’s website no longer appears to be active, and is returning an error message. The online sales network represented youth focused sites including The Cool Hunter, The In Sounds from Way Out and Munky.

Previously Harley had spent nearly two years with Peer Group Media.

Until this morning, Harley’s LinkedIn profile had listed her as GM of  Inception Digital representing “national and international” sites. After Mumbrella’s calls this morning, mention of Inception Digital was removed from the profile.

She did not answer Mumbrella’s questions about her plans or the status of Push And Play Digital, but she said she would be able to say more next month.

Inception Digital also has a sizzle reel on YouTube.

At the time of posting it also had a publicly available Facebook Page and Vimeo profile.


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