Nine launches pop-up store to tackle marketing challenges

Nine is seeking to tackle client briefs and challenges with the launch of a two week pop-up store, The Big Ideas Store by 9Powered.

The store will host a number of agencies and clients over the next two weeks, offering workshops, research studies and guest speakers.

The Big Ideas Store, based in Paddington, Sydney

Nine’s Big Ideas Store will also give marketers the opportunity to create their own integrated piece of branded content, as part of a hands on session.

According to Nine, the store will look to help clients find strategic solutions for their problems and have ‘meaningful discussions’.

Michael Stephenson, chief sales officer at Nine, said: “The Big Ideas Store will help us demonstrate how we can help them our clients, with a firm view on driving real business outcomes.

“Marketers today are looking for media to be real partners, and to recognise their business challenges and provide meaningful solutions across a number of area.”

Melissa Mullins, Nine’s director of strategy, added The Big Ideas Store would be a one stop shop for brands to discuss their business with Nine.

“We talk about our content, we showcase our content, but what goes into our process, our ways of working, our tools, we’ve got a lot to be proud of in this space and we really wanted to share with the industry what we are doing here,” Mullins said.

But she said the plan was never to “over-saturate” Nine programs with sponsors.

“That’s not what we are in the business of doing. We want to make sure the brands within that space have the best experience and they resonate as powerfully as they can with the audience watching them,” Mullins said.

“That is definitely a big attraction of working with us. But it’s all the additional content they can also leverage.”

Stephenson added: “Integrating a brand into our content is a part of what we would offer as a solution, but very rarely would it be the solution. At the end of the day, when you are briefed on a client’s particular challenge, we’ll find a way to address that challenge which will include our assets and other people’s assets if required, will definitely be deeply rooted in insights and strategy, it will require the creation of content because that’s been proven time and time again to be the most effective way to tell stories, and ultimately will be linked back to some sort of business outcome.”


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