News Australia has scrapped the traditional upfront format, instead, opting for five-sessions that spread across five days. Beginning this week, each session is built around a single category giving brands a precise read on where their consumer is heading and what to do about it.
“The forces reshaping consumer behaviour are not moving at the same pace or in the same direction across every category. Marketers deserve more than a one-size-fits-all view of what is coming. Beyond’27 is our commitment to going deeper by bringing the intelligence, the evidence and the thinking that helps our partners make better decisions in an uncertain market,” said News Corp Australasia executive chairman, Michael Miller.
Each session moves from human insights through to category-specific intelligence, closing with clear commercial propositions.
The five sessions are: Advocacy & Impact (Sept 2): How misinformation is reshaping brand reputation and why advocacy has become a business priority; Health, Wellness & Beauty (Sept 3): How conflicting online advice is replacing clarity with confusion and why the category must pivot from selling transformation to delivering daily support; Sport & Entertainment (Sept 8): How fandom has moved beyond the live moment into the stories, rituals and communities that surround it and what that means for brands chasing lasting connection; Travel (Sept 9): How AI is collapsing the consumer journey and why trust, not performance marketing, is the new competitive advantage; and Finance & Essential Services (Sept 10): How price-led retention is failing, complexity is paralysing consumers and why the brands that thrive build trust long before provider comparison begins.
“Every one of our Beyond’27 sessions is built around a single question: what do marketers in this category need to know right now to grow? We are not here to tell people what they want to hear. We’re going to give them the sharpest possible read on where their consumer is heading and to show them exactly how News Australia’s audience, data and content capabilities can help them get there,” said News Australia chief revenue officer, Lou Barrett.
Beyond’27 sessions will be held at News Australia’s Sydney headquarters and will be followed by networking drinks and dinners.
