Southern Cross Media Group have today launched a fully integrated, multi platform partnership with ING, led by Universal McCann (UM).
ING have partnered with Seven’s Sunrise program since April 2024, delivering twice-daily finance updates. With the merger between Seven and SCA, ING sought to expand beyond broadcast television and into SCA’s LiSTNR audio ecosystem and be able to deliver timely financial information to Australians wherever and whenever they choose to engage.
The daily segments from Sunrise will be dynamically adapted and distributed within LiSTNR’s The Briefing, alongside targeted streaming and social amplification.
SCA’s Head of Audio Sales Luke Minto (pictured above) said:
“This partnership is a clear demonstration of what’s now possible as a unified SCA and Seven Network,” said . “We’re no longer thinking in silos. We’re taking proven, high-quality content and extending it across platforms in a way that feels native, contextual and seamless for audiences.”
Seven’s National Sales Director Katie Finney (below) added:
“ING has been a valued Sunrise partner for many years. This next evolution ensures their message continues to resonate, while tapping into new audiences across audio and digital. It’s a powerful example of how our combined ecosystem can drive both scale and efficiency.”
The campaign spans multiple touchpoints, including:
- Sunrise broadcast integrations featuring ING’s finance commentator
- Contextual placement of finance updates within LiSTNR’s The Briefing podcast
- Amplification across LiSTNR’s targeted streaming network
- Social extensions across both SCA and Seven channels
- Long-form monthly content and consumer engagement mechanics
ING’s Chief Marketing Officer Carly Yanco said:
“Our expanded partnership with Seven and SCA is just one part of a wider digital engagement strategy, from platforms and content to creators and conversations, designed to demystify money and help Australians make sense of everyday finance.
“Having Matt Bowen continue that conversation brings financial news and education to life in a way that’s accessible, relevant and genuinely helpful.”
As one of the first campaigns of its kind following the merger, the ING partnership is the start of cross-channel collaborations, highlighting how content, data and distribution can come together to deliver more effective outcomes for brands.