Men’s Health Editor Luke Benedictus Quits To Join New Dad-Focused Agency ‘The Father Hood’

Men’s Health Editor Luke Benedictus Quits To Join New Dad-Focused Agency ‘The Father Hood’

Luke Benedictus, the editor of Men’s Health, is set to leave the magazine brand after 10 years to join The Father Hood, a new media platform and community designed to help dads survive and thrive.

Benedictus will join fellow founders Andrew McUtchen (Time & Tide, GQ) and Jeremy Macvean (Movember, Radiate) when his new role as content director begins on November 20. “Each of us has a proven track record at connecting with Australian men,” Benedictus said. “Now we’re combining forces to reach out to dads. With eight kids between us, this is a mission that is close to our hearts.

“Modern dads are more actively involved in their kids’ lives than than ever before. Yet there’s no dominant voice that’s managed to connect with the 4.6 million Australian dads out there.” Benedictus said. “We’re the team best placed to do it. Between us we have runs on the board communicating with a sizable male audience , building an online tribe around a common interest and doing it all under a subject area not traditionally associated with guys, such as health and now parenting.

McUtchen said, “Luke has a knack for understanding, getting through to and inspiring a very broad and very large cross-section of Aussie men. He was always our best case scenario for the critical Content Director position, and to announce this today is a huge step towards where we want to take The Father Hood”.

Jeremy Macvean added, “This is a key moment for The Father Hood. Luke is one of the biggest names in men’s publishing and there’s no-one better at creating and curating content that connects with dads”.

The Father Hood is a lifestyle resource that will deliver support, inspiration and daily laughs to dads. Through content and events, the brand will rally fathers to navigate this challenging role with less stress and more confidence.

“Along the way we want to dismantle the negative stereotype of ‘dad’ in the media and rebuild it” said Benedictus. “This version will be more positive. More inspiring. More true to the modern experience, where parents raise kids as a team in an entirely new way, in entirely new roles.”

The Father Hood, which spans a website, socials and YouTube channel, is privileged to partner at launch with The Parent Brand, Australia’s leading digital media network for parents with young children – reaching well over a million parents each month across Babyology and Kinderling. This partnership will give The Father Hood primacy in the burgeoning dad space.

Boutique content production company About Bob has also joined The Father Hood as a launch partner. “As a Dad this subject means a lot to me personally and I look forward to working with the team to create high-end video and visual content that showcases modern fatherhood in a whole new light,” says About Bob’s director, Jules Tahan.




Please login with linkedin to comment

Luke Benedictus Men's Health The Father Hood

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]