Nine’s The Big Ideas Store marketing pop-up returns for a second year

Nine’s marketing pop-up, The Big Ideas Store, has returned for a second year and the first since the completion of the Nine/Fairfax merger.

With a bigger variety of products now on offer for brands, Nine is confident that more big ideas will come out of the space, which will be running in Melbourne for the first time after wrapping up its second appearance in Sydney.

Liana Dubois and Michael Stephenson at Sydney’s The Big Ideas Store on Oxford Street in Paddington

The Big Ideas Store is driven by Nine’s client solutions division, Powered, and is bigger than 2018’s version, with the inclusion of the print and digital properties the company has gained after the merger, and will host a number of content sessions across the next week as well as hosting client sessions, or ‘Hacks’.

“Big ideas make brands famous, and Powered is the home of big ideas,” said Michael Stephenson, Nine’s chief sales officer.

“The Big Ideas Store will explore what it takes to realise big ideas, and just how powerful they are in driving sales and business growth.

“This year we will showcase an even wider range of products and opportunities through our leading publishing brands, The Sydney Morning Herald, The Age and The Australian Financial Review, which allow brands to connect to new audiences.”

The key takeaways for 2019 will be reinforcing the fact Nine believes that big creativity will reap big returns and that brands and creatives need to be bold in their ideas and executions, and to showcase the breadth of products on offer from Nine in a post-merger world.

There’s a focus on multi-platform executions, Domain, Good Weekend and Good Food were all listed as properties which can offer brands a cross-platform delivery. The idea matches up with the recent decision by to streamline its digital proposition in line with Nine’s already prominent brands as the company has done for Wide World of Sport.

Stephenson wouldn’t confirm how much The Big Ideas Store cost to run for the business, but said the return on investment was motivation enough to bring the pop-up back for a second year.

Powered director Liana Dubois used the recent award-winning Uber Eats campaign, Uber Eats Australian Open Ambush, which was produced by Special Group with Nine, MediaCom, Tennis Australia, Glue Society and Revolver for Uber Eats, as an example of how Nine can deliver integrated marketing options for brands.

“The Big Ideas Store exists to celebrate big marketing moments. It’s an opportunity to embrace the art of marketing and bring balance to the conversation at a time that has seen the pendulum swing too far into the science,” said Dubois.

“The next two weeks are really a celebration of all that makes marketing and advertising exciting, interesting, fun and impactful for brands and consumers.”

The launch of The Big Ideas Store also saw Dubois unveil Powered’s ability to create native shop-able video. Through partnerships with brands, the company can create video which lives on Nine’s digital assets and allows consumers to click to purchase products which are displayed in the video.

“Some of Australia’s biggest formats are still to come on Nine, so we’re going to be hearing from brands over this week that we’re actually working with who are about to activate through The Block, Love Island, Hamish and Andy’s Perfect Holiday, the ARIA Awards, the Ashes finals, Seachange, Halifax and also the new season of Doctor Doctor.

“But it’s not all about television. Inside the Powered Studio we produce a number of activations, from print ads to round tables to influencers to branded content, native video etc. But this brand new toy, native shop-able video, is a really beautiful way for brands to connect with consumers,” said Dubois.

One of the sessions on offer during The Big Ideas Store is the Great Debate: Creativity… Who Needs It? which will be moderated by Mumbrella’s Tim Burrowes. Find out more here.


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