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…
The skinny
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