CommSec has partnered with Southern Cross Media Group and News Australia to launch The CommSec Desk, a new cross-media initiative designed to help Australians better understand the forces shaping their financial lives.
Developed alongside WPP Motion Entertainment, at the centre of the partnership is the launch of The CommSec Desk, a new financial news platform that embeds CommSec’s share market experts within the daily news cycle across Seven, SCA, and News Australia.
The collaboration marks a new approach to media partnerships, bringing together three of Australia’s major media organisations.
By leveraging their strength and reach across news, television, radio, digital audio, podcasts, video, and social media, The CommSec Desk will deliver CommSec’s financial expertise across each platform, creating a seamless flow of share market insights throughout the day.
Designed for a complex financial landscape in which Australians navigate an unprecedented volume of financial information and opinion, the partnership meets
Australians where they are – from morning market updates on the daily commute, to afternoon trading news and closing market analysis.
News Australia will provide context, interpretation and daily market relevance through its digital news and publishing ecosystem. SCA will embed CommSec into Australians’ daily audio routines across broadcast radio, while Seven will provide mass-scale visibility for CommSec experts and financial analysis within its broadcast and digital news environments.
Together, the three networks create a connected journey across the day, from morning share market updates and news coverage, through to radio, afternoon news updates, live television crosses, and the evening market wrap.
The partnership will also extend into CommBank’s owned ecosystem through CommBank Connect, allowing relevant The CommSec Desk content to reach audiences throughout their financial journey and creating a connection between media engagement and deeper consideration.
The implementation of The CommSec Desk began last week, with the partnership rolling out across SCA, Seven and News Australia.
Who’s running The CommSec Desk?
The CommSec Desk is being run by CommSec’s Gillian Bowen, head of media and markets; James Gruber, equity market strategist; Steven Daghlian, equity market commentator; Laura Besarati, equity market commentator; and James Tao, equity market commentator.
The collaboration represents a shift from a traditional media campaign towards a connected media ecosystem built around a shared purpose: helping Australians understand what’s happening today, and what it means for tomorrow.
CommSec chief operating officer Stephen Norton said: “Markets can be fast-moving, noisy and complex, and trusted expertise can help Australians make sense of what is happening.
“Every day. CommSec provides timely, trusted share market insights to help people cut through the noise, build their knowledge and make sense of the developments that could matter to them – so if they choose to invest, they can invest smarter.
“The CommSec Desk brings that expertise to more Australians in a new way, making timely market insights accessible through the news and media they already consume– whether they’re experienced investors or just starting out.”
Southern Cross West Media’s chief revenue officer Natalie Harvey said that by bringing CommSec’s share market specialists into the daily 7NEWS news cycle, “we can make complex market data and economic trends more accessible to millions of viewers, while giving CommSec a consistent presence around the financial stories that matter to Australians”.
“Audio also plays a vital role in bringing market context into Australians’ daily routines. Across SCA’s national networks, The CommSec Desk will deliver market commentary throughout the day, giving CommSec the opportunity to connect with audiences in a different context while providing listeners with a familiar and accessible window into what is happening across global and domestic markets.”
News Australia’s chief revenue officer Lou Barrett said the partnership with CommSec brings together trusted journalism and credible share market commentary to support the daily news cycle.
She added: “By combining the expertise of both teams, we can provide news.com.au readers with the latest share market news, trends and updates in a clear and accessible way helping them stay informed and better understand the developments shaping the economy and their financial lives.”
WPP Motion Entertainment general manager Lisa Squillace added: “Modernising and deciphering the noise around the share market is what The CommSec Desk is all about. I am delighted that for the very first time we can join the largest newsrooms in the country. The CommSec Desk is truly a market first, holding a seat at the very table where Australians’ news headlines are developed every single day.”
