Live from SXSW, reactions to Nine's latest Upfront, Vinyl's AI-powered content plan, and Dentsu can't catch a break

17 October 2025

In this very special episode of the Mumbrellacast, the show has moved from its headquarters in Glebe to the sunny halls of SXSW Sydney.

Last night, it was Nine's turn to wow advertisers and agencies with its 2025 Upfront. The broadcaster's played it safe, continually reassuring the crowd that it has everything they need to market themselves effectively. And despite the lack of fresh content, the reactions have been positive. Was the effort, or lack thereof, worth it?

Meanwhile, Vinyl Group's CEO Josh Simons announced that the publishing heavyweight would be using AI to hit its break-even target by the end of the year. We discuss if the strategy will work, or if it will add to the "AI slop" already out there.

In the latest round of radio ratings, 2GB climbed back to the top; Kyle and Jackie O's grip on Sydney loosened; and old-school talk radio may not be dead yet. We assess the results to see how radio's faring, and ask Mat if the medium is effective for brand building today.

Dentsu's revolving door has kept spinning with its media CEO Fiona Johnston leaving, in the wake of Kirsty Muddle's departure. The holdco's ANZ CEO Rob Harvey promises "simplicity and less duplication" moving forward, but is it all smoke and mirrors?

Join Tim Burrowes, Cat McGinn, Mat Baxter and Abe Udy for a look at everything under Australia’s media and marketing umbrella.