Worst 

1. Media industry under fire: This year, Australia’s largest media companies, Nine Entertainment and Seven Media were the focus of an ABC Four Corners investigation into bullying, harassment, and discriminatory practices. Nine faced public backlash after a report revealed a culture of impunity, cover ups and widespread leadership failures. 

2. Navigating the cost-of-living crisis: With consumers cutting back and prioritising savings in a cost-of-living crisis, we revealed the challenge for brands this year was to assess how this had inevitably shifted customer values and behaviours. From a comms perspective, this would need to be supported by updating audience profiles and adjusting tone of voice and messaging accordingly. 

3. Crisis comms + CEO blunders: Over the course of 2024, there has been one CEO that hasn’t been able to escape the headlines. Whether it was back tracking on Australia Day merchandise, walking out of the now infamous ABC Four Corners interview, his resignation announcement, to being threatened with jail time during a Senate inquiry, former Woolworths Group head honcho Brad Banducci has had a tough year in the media. We shared our advice when it comes to issues and crisis communications and walking the media interview tightrope.  

4. Supermarkets behaving badly: 2024 was dominated by the ACCC’s supermarket inquiry into Australia’s grocery sector, in particular the misleading discount pricing practices and exploiting market dominance of Coles and Woolworths. We explored the great reputational challenge that lies ahead for brands when faced with rebuilding trust with customers.  

5. Meta news ban: Earlier this year tech giant, renewed its position to block genuine news sites, government pages and the BOM on Facebook, in response to the Australian Government’s proposed content licensing legislation. Despite one in five Australians using social media as their primary news source, such a ban could significantly reduce traffic to news sites, further shrinking the country’s media landscape. For brands, this could mean finding new ways to share earned media in the new year, should this go ahead. 

6. Green is the new black: As ESG gains momentum, businesses have been facing stricter regulations and rising scrutiny. We explored the ACCC’s ramp up of greenwashing fines, making authenticity and transparency when it comes to sustainability comms, a non-negotiable. While some businesses avoid sharing their ESG efforts to sidestep scrutiny, the risk of inaction—or ‘green-hushing’—is just as high. 

7. Fake News and the U.S. Election: The U.S. presidential election saw the media buzzing with conspiracy theories, AI-generated deep fakes, and even Elon Musk’s $1 million voter giveaway. We explored how the explosion of social media and AI, which has made it harder than ever to distinguish fact from fiction. The prevalence of misinformation, disinformation and sane-washing are distorting public perceptions and damaging reputations. Now more than ever, brands must be vigilant in navigating this era of digital distrust.

8. Kate-gate: There is no question, the Royal Family has been through the royal ringer of change and this year with many personal, yet public challenges this year. But perhaps the one that caused the most media frenzy was the speculation surrounding Princess Catherine’s health and her edited Mother’s Day social media post. Given the multiple players involved during the saga, from Kensington Palace to the media, we explored our strategic take on this media storm. 

Best

1. ‘T’ is for trending: Taylor Swift dominated 2024 as she continued her global Eras Tour. Spanning 149 shows across five continents, Swiftie-inspired tourism has marked the tour as the most commercially successful of all time. In Australia, ‘Swift-mania’ inspired brands to leverage her presence from Twisties’ “Twifties” skywriting, Transport for NSW’s “Tay Tay Express,” and Tim Tams’ limited-edition “Tay Tams”. We explored how the power of pop culture can help brands capitalise on cultural trends.

2. Women take the leadership reins: From Michele Bullock at the Reserve Bank Australia to Leah Weckert at Coles Group and Amanda Bardwell at Woolworths Group, 2024 saw women stepping into some of the country’s most prominent executive leadership roles. While they inherited significant challenges left by their predecessors, their leadership brought hope for structural reforms and a more inclusive future. Michele Bullock’s appointment as the first female Governor of the Reserve Bank of Australia was a standout moment.

3. The Right to Disconnect: This year marked a turning point for work-life balance as the ‘Right to Disconnect’ bill passed the Senate, protecting employees from work-related contact after hours. Employees celebrated policies that protected personal time and reshaping workplace expectations. The bill also sparked important conversations about workplace culture, employee rights, and benefits for women, explored by our clients, Women Rising and Gartner. Businesses that supported the change had the chance to position themselves as leaders in promoting work-life balance, strengthening their reputation.

4. The TikTok takeover: TikTok was the cultural pulse of 2024, and its viral moments didn’t just trend—they defined us. Who could resist the mantra of “very demure, very mindful” taking over our feeds? And let’s not forget the visuals, cryptic social media teasers and TikTok challenges of Brat Summer. Whether we were attending TikTok’s annual For You summit or analysing our own Influencer Pulse Check survey, brands cannot afford to miss the opportunities and reach through the global discovery platform.

5. Glicked: Following in the footsteps of 2023’s Barbenheimer craze, 2024 delivered another epic cinematic clash with ‘Glicked’. November brought the highly anticipated releases of Wicked, starring the sensational Cynthia Erivo and Ariana Grande, and Gladiator II, the sequel to the iconic blockbuster. In particular, we explored the marketing genius surrounding Wicked, and the opportunities when it comes to brand collaborations. At the IMPACT office, there was a clear favourite—but which one stole your heart?