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We sat down with Brendan McGreevy, recently appointed Country Manager for Australia (2017) and discussed his viewpoints on leading the Australian team and the latest release of Custom Reports on Mediaportal.

Tell us who you are and how you came along with your Isentia journey

My name is Brendan McGreevy and I am the Country Manager for Australia [here at] Isentia. I joined the company in January 2004 as a tele-sales consultant, selling media intelligence services and data distribution. I’ve managed the tele-sales team and the Slice products over a number of years before we brought that back into the [Isentia] family, I’ve been a BDM, a Service Consultant, a Sales Manager and now I’m Country Manager. I have done many, many jobs and have always been in client facing, which is what I like, and I hope to continue my career throughout the company in a client-facing role.

What job haven’t you had at Isentia?

I haven’t been Chief Executive yet, so maybe at some point in the future! I am keeping my options open though.

What are you 100% passionate about and what gets you going every day?

Probably two things – one being the media and how it rapidly changes, the different forms and the different platforms that are popping out pretty much every month or every year. The other is clients – dealing with communicators – people in PR and Corp Comms.

It’s fast paced, and every day is a new and different day. If one client is on the news on a Monday, it’s going to be someone different on a Wednesday. [It’s] that kind of variety that keeps you getting up in the morning and keeps you coming into work. 

What are you most proud of, a moment of time of your life at Isentia?

I can’t think of one defining moment. I suppose each year when you see the achievements of the team, achievements of the clients, and you are hitting those targets – seeing the client growing every year and seeing that we’re doing all those things right that keeps the clients coming back for more and more. I would say that is probably the proudest achievement. 

Can you talk about what makes the Australian customer base unique and what is different about them?

I think what makes it unique from the rest of the company is that there are clients that have used us for many, many years. We’ve been through the evolution of their businesses and their careers and they’ve been through the evolution of our business.

From the hard copy clipping agency in the 80’s and 90’s through to the digitally media intelligence company we are now. Personally, I’ve worked with a lot of them [the clients], since the early 2000’s and it does create a bit of uniqueness within our business. We do find that a lot of people in the Account Management team and the Sales team have been here for 20 to 30 years, and they tend to stick around because they know the people that they’re working with. Whether they move from government to private sector [or elsewhere], they always move back again, so you tend to meet the same people over and over again – it gives that sense of familiarity with all of the clients. 

Looking at the new Custom Reports feature, what do you think would excite them most about it?

Probably the levels of customisation that we can now offer – like adding in the client’s logo and customising the look and feel of it. 

Even though it is our content that we’re sending to the clients, it is their work. Allowing them to personalise their work and distribute that internally in a format that actually gives them the kudos and credit for what they’ve done and what they’ve achieved. I think that is going to get on pretty well. 

What do you think makes Isentia brilliant?

What makes us brilliant is the people that are here.

I think the people that works here takes a very specific breed of person – you’ve got to love the media, you’ve got to love communications, you’ve got to love PR, you’ve got to love marketing, and you’ve got to love what we do, you’ve got to love the industry.

I think that is everybody that is here – evident in the high tenure of service across the business. People love what they do, they love that it is fast-paced, and they love that it is continually changing. And at the same time there is a level of familiarity at what we do as well. So yeah, it is definitely the people. 

What is your favorite feature within the latest Custom Reports release and why?

To be honest, that is my favourite feature – the customisable view of it. In previous reports you could only use the PDF and that was very much a standard, static document. This is the client’s document, and it is important that when we build our products and services that they are all about the client and not about us. It’s not about the media, it is not about the content, it is actually about that client and their business and what they need to use the information for, and how they can customise it for different stakeholders, and different audiences internally. So, the more it looks like their document and the more they can customise it, the better it is. 

Given your recent promotion to Country Manager, what excites you about the year ahead?

What we just completed in Australia is a slight restructure of the sales and services team. Previously we had an account management structure. We’ve [since] taken client success out and created a new division for Client Success and a new division for Sales.

These changes excite me because now we’ve got a dedicated focus on service for our clients and trying to understand what our client wants from us and how we can make that service better, and that is the dedication of that team. They don’t have to sell, or have find a new revenue stream, their job is purely to service our clients. Going back to that value and Isentia being client obsessed, this structure allows us to actually be client obsessed – to focus on our clients and their needs on a day-to-day basis, but to also have consultants from a different team to help clients with different services when the need arises. 

Watch the video here.

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Isentia, a leading provider of media intelligence and analysis services, is proud to announce the launch of “The Conversation of Sport: Representation of Women in Sports News Coverage,” in partnership with the Office of Women in Sport and Recreation. This research aims to bring awareness to gender inequality in sports, and attention to address the underrepresentation of women in sports media.

The purpose of this research is to establish a baseline of the current coverage of women’s sport and women in sport in Victoria, providing crucial data to advocate for improved representation moving forward. Isentia's expertise in media monitoring and analysis plays a pivotal role in gathering independent, transparent data to assess the current landscape accurately.

"Equal representation in sport is key in shaping the way we view the world…This research represents a key step forward in reducing the gap in coverage for women in sports news. It directly supports the media and sporting organisations with independent, transparent data of current performance in this space.," said Ros Spence Minister for Community Sport

This research shows that the coverage of women’s sport in the media remains significantly lower than that of men’s sport, with only 15% of sports news coverage in Victoria focusing on women’s sport in 2022-23. Isentia's collaboration with Change Our Game aims to highlight this disparity by empowering media outlets with the data and tools necessary to increase the visibility of women in sports news.

Isentia and its partners envision a future where strong representation of women in sports media contributes to the professionalisation of women’s elite sport, dismantles limiting stereotypes, and promotes inclusivity at both the elite and community sport levels. This collaboration sets the stage for a more equitable and diverse sports media landscape, where the stories and achievements of women athletes are celebrated, amplified and contribute to a stronger ecosystem for women's sport.

"We believe that by working together, we can drive meaningful change and create a more inclusive sporting environment for women and girls everywhere."

What We Hope For the Future:

Through our partnership with Change Our Game and the Victorian Government, we hope to pave the way for a future where women in sport are celebrated and recognized on equal footing with their male counterparts in the media. By increasing the visibility and representation of women in sports media, we aim to inspire the next generation of athletes, journalists and content creators and drive positive change towards a more inclusive and equitable sporting landscape. Together, we can create a world where every athlete, regardless of gender, has the opportunity to thrive and succeed.

About Change Our Game:

Change Our Game is an initiative by the Victorian Government aimed at achieving gender equality in sport and active recreation. Through advocacy, funding, and partnerships, Change Our Game works to address systemic barriers and promote inclusivity and diversity across all levels of sport.

About Isentia:

Isentia is a leading provider of media intelligence and analysis services, helping organisations make informed decisions based on actionable insights from media data. With a comprehensive suite of solutions, including media monitoring, analysis, and insights, Isentia empowers clients to stay ahead in an ever-evolving media landscape.

Select to be taken to Change Our Game's full report

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The story around supermarket prices has been evolving for a number of months, finally reaching an inflection point as the Woolworth’s CEO appeared in a challenging interview with Four Corners and then announced his upcoming retirement only two days later.This chain of events underscores the critical importance of understanding the connections made by broadcast media, as they can significantly influence public perceptions and shape the narrative surrounding key industry players.

https://www.reddit.com/r/PublicRelations/comments/1aukych/australia_woolies_ceo_interview_mishap/?share_id=S-JDSwqI-UlHg_mIeTlkg&utm_content=2&utm_medium=ios_app&utm_name=ioscss&utm_source=share&utm_term=1

It was only the latest in a series of media items to seize Australia’s attention, and cast the nation’s supermarkets into something of a PR and Comms crisis.

And yet, viewing events through this framing also only gives a partial picture. As the discussion surrounding the impact of supermarkets on the rising cost of living intensifies, we've observed a notable surge in the usage of terms such as 'shrinkflation' and 'skimpflation'. Reaching back even further, we can see how the topics attained a gradually greater place on Australian news and social channels. Shrinkflation and skimpflation are tactics employed by supermarkets during economic challenges. Shrinkflation involves reducing product sizes while maintaining prices, subtly passing on costs to consumers. Skimpflation maintains product sizes but compromises on quality to preserve profit margins. These strategies often frustrate supermarket shoppers, especially during economic strains like inflation.

Clearly, the topic has become ubiquitous. But if we want to understand how information and perceptions have been communicated to mainstream Australian audiences, then it becomes vitally important to pay particular attention to broadcast media. 

Broadcast media (which includes television, radio and podcasts)  plays a pivotal role in shaping public discourse and influencing perceptions, particularly on pressing issues such as the cost of living crisis. 

Using Isentia to monitor these data sources, we gain valuable insights into their contribution to consumer attitudes. From identifying which organisations are most associated with the issue to pinpointing key public figures and preferred channels within radio and TV, broadcast media monitoring allows us to understand the complex dynamics that shape public opinion.

It’s the oldest of these media types which accounts for the most mentions of the supermarket crisis. Beyond reporting updates on the senate inquiry and government actions, radio excels in facilitating in-depth conversations between hosts and listeners, which surfaces more individual consumer stories than television or podcasts can match.

ABC's predominant coverage of the topic corresponds with the network's content strategy. Major programs such as the Supermarket Four Corners special and podcasts like The Briefing attract substantial listenership and garner attention from other channels. Channel 7, in addition to delivering key news updates, focuses on the shopper experience within supermarkets, shedding light on everyday challenges faced by audiences, such as navigating shrinkflation and skimpflation tactics.

Understanding the majority share of broadcast channels within this topic is important as it reflects who has the loudest voice, and is most persistently advancing a certain narrative or way of framing the situation. 

Coles and Woolworths dominate the conversation, reflecting their prominent presence in the retail landscape. Their widespread accessibility and familiarity to consumers make them prime subjects for discussion in the context of rising costs and economic pressures. 

Conversely, Aldi and IGA, while still significant players in the grocery market, may receive comparatively less focus in these discussions. Aldi's reputation for offering lower-priced alternatives and IGA's decentralised business model, with independently owned stores, may also contribute to their reduced presence in conversations about supermarket practices during times of economic strain. 

Each channel and network approaches discussions about supermarket groups differently. While Coles and Woolworths understandably dominate each station's broadcasts, the precise balance (and the time afforded to Adi and IGA) is revealing.

For instance, 4BC has encouraged audiences to diversify their shopping habits, with one 4BC broadcaster highlighting that "Aldi and IGA are actually doing more than the other two to really help enormously with the cost of living."

In the discourse on supermarket practices during the cost of living crisis, a number key figures emerge across broadcast channels. Anthony Albanese, the Australian Prime Minister, is predictably prominent on just about every channel, particularly broadcaster 2SM. 

All of them, that is, apart from the Australian Broadcasting Corporation (ABC), which spotlights Allan Fels, an economist and former ACCC chair who has analysed price gouging by major corporations. Other notable politicians mentioned include Treasurer Jim Chalmers, Craig Emerson, Steven Miles, and David Littleproud. 

Media's focus on these figures is crucial for shaping public discourse and policy responses amid economic pressures. While supermarkets are often discussed as a key antagonist in the cost of living crisis, they are increasingly being viewed in the context of potential solutions, particularly regarding government policy to regulate supermarket giants.

At the same time, focus does not only fall on the prominent individuals driving business decisions and policymaking. Country Hour (NSW), for instance, focused a story on cherry grower Michael Cuneo, who ceased selling to supermarkets after he made a financial loss on a shipment of fruit. And it was this story that achieved the greatest media reach of any radio content on the topic.  

Clearly then, the topic has not played out in any one way across any one channel. The prominence of key figures and top broadcast channels in this conversation underscores the importance of understanding how media coverage impacts public discourse and regulatory decisions. Isentia's broadcast capabilities offer unparalleled insight into the role of broadcast media in shaping the narrative surrounding supermarket practices. By harnessing Isentia's monitoring and analysis tools, organisations can gain deep insights into how influential discourse and coverage can impact an industry. 

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The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences. 

What’s driving the cost of living concerns?

A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.

The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.

Let’s take a closer look at these topics.

Feeling the pinch

The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.

But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.

Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.

The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living. 

Influential figures shaping the conversation

Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.

Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?

Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.

How media intelligence can help you navigate the cost of living

Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.

Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.

Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.

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