Westpac taps Junkee Media to launch money, career and wellbeing website The Cusp

Junkee Media has launched a second brand-funded editorial site partnering with Westpac for a new website designed to provide Australians with content about their money, careers and wellbeing.

Launched today, The Cusp aims to “inform and inspire” 18-35 year olds by “sharing real life stories from motivated young people who have succeeded in their field, along with insights from experts and influencers”.Screen Shot 2015-12-18 at 11.23.39 AM



Junkee Media started the hunt for the editor of The Cusp in August, appointing Sonia Taylor as editor in October. Taylor has most recently been freelancing for a number of titles including Junkee Media’s brand funded partnership with Qantas AWOL and the likes of Cleo Magazine and Pedestrian.TV.

“Each year we conduct a comprehensive study into the lives of Australian millennials,” said Junkee Media CEO Neil Ackland in a statement. “And the research told us the biggest concern for this audience is career, money and wellbeing.

“More than two thirds (70 per cent) said that career opportunities were a top priority and most (93 per cent) agreed that their job needed to be something they enjoyed doing. Nearly 70 per cent of respondents said their financial security was important, followed closely by their health and wellbeing (63 per cent).

“Whether that’s going to University, entering the workforce, buying your first home or starting your own business, The Cusp is designed to help and support young Australians. Collaborating with Westpac to create this media title allows millennials to access the information they’ve told us they want,” said Ackland.Screen Shot 2015-12-18 at 11.23.46 AM

Ashley Gray, head of customer acquisition, youth and millennials at Westpac said in a statement: “Westpac is excited to collaborate with Junkee Media to connect with and inspire young Australians helping them to find their passion through engaging and relevant content.

“The Cusp is an exciting new initiative for us to start meaningful conversations with millennials through the delivery of relevant content inspired by the brand, delivered instream across multiple platforms.”

In September Junkee Media sold its LGBTI community hub to gay and lesbian publisher Evo Media.

Miranda Ward


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