Where did January go? Now that we're in the swing of 2025, we're diving into the rise of content creators in the White House press briefing room—and what this shift means for traditional news outlets and brands.

We’ve also sifted through this year’s hottest trend predictions, from functional feasting to the curious craze of "hot girl pickles." Plus, a look at Australian Open highlights and the ever-evolving world of TikTok.

Welcome, Podcasters! White House Invites ‘New’ Media to Press Briefings.

The White House's decision to open its press briefing room to podcasters, influencers and content creators signals a major shift in media, where traditional outlets no longer hold exclusive control over information. Trust and influence are increasingly shifting to individuals and independent platforms, as people turn to podcasts, YouTube channels and social media figures for news. This change is driving industries to rethink their strategies, with entrepreneurs and business leaders leveraging personal branding to connect directly with audiences, and PR strategies evolving to prioritise influencer partnerships and long-form content.

To stay relevant, brands must adapt to this new media environment by focusing on human voices—founders, employees, and brand advocates. Audiences now demand authenticity, transparency and engagement rather than polished corporate messaging, and PR campaigns must reflect this shift by fostering trust and building deeper, more genuine connections with their audiences.

Australian Open In All Its Glory

The Australian Open has transformed into a dynamic, festival-style experience that draws in a broad audience far beyond tennis enthusiasts. By weaving together music, technology, food and branded activations, it caters to a diverse crowd with something for everyone. Think live concerts, gourmet dining, family-friendly zones, retail pop-ups and interactive games - blending entertainment and sport seamlessly.

Over the years, the AO has evolved to have more in common with the neon glamour of the US Open than the buttoned-up all-white tradition of Wimbledon, but energetically it lands somewhere in between.

With brands like Kia, Rolex, and Red Bull driving strategic partnerships, the event delivers unforgettable moments that deeply resonate with guests. The innovative approach not only redefines audience engagement but also taps into new revenue streams, from concert tickets to premium experiences. By embracing universal passions for food, music and social connection, the Australian Open has set a new benchmark for what a world-class event can be—offering so much more than tennis.

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→ And Etcetera…

• 'Severance' Cast Stuns NYC With Grand Central Pop-Up Performance

• Why the Australian Open is animating its players on YouTube

• A new pub in London is opening where you pay based on your net worth

• Uber providing free rides to teenagers who fail their driver’s test

→ What else we've been consuming

• From functional feasting to ‘hot girl pickles’ and ‘chaos cakes’, Vogue looks at the food trends luxury brands can tap into

• Prada’s Plan For Growing In A Luxury Downturn

• The Decline and Fall of the Viral Microtrend

• Timothée Chalamet’s red carpet Lime bike ride ‘was a totally organic thing’

→ Quick hits of insight

• National Geographic dubs clarified cocktails, pimped up instant noodles, bookshop bars and haute dogs as some of the biggest food trends this year…

• New year, new bucket list? Airbnb predicts that experiential travel will continue to rise in 2025, as guests look to visit destinations that are hosting major events like sports tournaments, concerts and cultural festivals. Aussies are also planning their next adventure - setting their sights on the wonders and culinary delights of Japan and Italy. Ciao!

• The New York Times highlights more food and restaurant trends for the year…from a growing obsession with bold and creative sauces and convenience stores embracing a sophisticated, farm-to-table vibe to a renewed emphasis on genuine hospitality. Expect cozy counter service, soulful dishes served in inviting dining rooms, and streamlined menus that strike the perfect balance between value and flavour.

We’re incredibly proud and grateful to celebrate eight years of designing and amplifying destinations, products and experiences that drive headlines, inspire connections and build communities. Thank you to our exceptional team who inspire us every day, our amazing clients who trust us to bring their brands to life, our brilliant partners who collaborate with us to create magic. Here’s to the next eight years - and beyond!

Lizzy Bond, Senior Account Director at Example

I grew up in Perth, made my way to Sydney, then spent five amazing years in London with my partner. Traveling's my thing - top spots include Iceland, Lisbon and Copenhagen. When I’m not planning my next foodie adventure with friends, you’ll find me surprising myself at sporting events (I ran my first marathon in Paris and completed two half Ironmans!). I’m a sucker for anything in Bravo and love being near the ocean whenever I can.

→ A Ritual That Resonates

• I love reading The Squiz newsletter each morning which gives you a quick snapshot of the daily news and current events. It's also available in podcast format which is a great way to quickly work through it. I’ll also peruse Instagram each morning to check in on any pop culture news and updates. 

→ Undiscovered Gems

• My go to podcast is After Work Drinks which features a London-based Aussie journalist (currently editor of ELLE mag but finishing up soon) and a Kiwi freelance journalist who lives in LA. I really like their take on current events and bigger media and cultural trends.

→ Culture That Moves You

• I’m currently reading Atomic Habits which I’m loving. I know it’s been around for a while but it’s really resonating with me. I’m also watching Yellowstone - really good TV that is shot in such a beautiful way and is a great way to escape into a completely different world.

→ A Cultural Experience

• Iceland was a standout in terms of recent travel. The scenery is incredible and the waterfalls look like they’re out of an epic movie. Another favourite city is Paris. I went here for my last trip while living in London and curated a weekend around eating and drinking. Highlights included Vivant 2, Parcelles and Brutos for the chicken. 

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