Sydney youth culture and media agency noisy has appointed Urban List’s Jack Jones as its new senior partnerships manager.
Jones joins noisy from Urban List, where he was senior sales manager, leading agency and client partnerships and developing and executing commercial campaigns across the publisher’s network.
Prior to Urban List, Jones spent two years at Pedestrian Group as senior advertising & partnerships manager, working across titles including Pedestrian.TV, VICE, Refinery29, Gizmodo, Kotaku and Lifehacker.
During his time at Pedestrian, he worked with brands including American Express, Uber, Warner Bros. Pictures, Unilever and Campari.
At noisy, Jones will report to head of partnerships AJ Harris and work directly with brands, media agencies and creative agencies across the business.
The role spans noisy’s media network, ideas lab and live experiences offering.
Its media network includes LINES, which provides nightlife guides across Sydney, Melbourne, Brisbane and London; Maple Social Club; Mixmag ANZ; concert discovery platform Whatslively; Sydney Run Club; EveryRun Melbourne; and food and beverage publisher Secondz.
Together, the network reaches around three million young people across Australia and the UK, according to noisy.
Jones will also work across noisy’s ideas lab, which develops new formats, intellectual property and brand-led campaigns, as well as the agency’s live experiences business, which represents festivals and live events to brands and produces its own events.
His appointment follows a period of growth for noisy in 2026, with the agency securing partnerships with brands including Suntory, Coca-Cola, Guinness, Vodafone, Hydralyte, AirAsia, UP&GO and Liquid I.V.
Jones said his move to noisy reflected a shift in how younger audiences engage with brands and media.
“I’ve spent close to three years at publishers selling young audiences to brands, and the honest truth is young audiences are moving faster than media,” Jones said.
“They’re overlooking and resisting traditional advertising, while choosing how they want to show up, and which brands they allow into their lives. They’re seeking connection in community, not in the feed.
“noisy is where they moved to; LINES is how people in Sydney decide where to go on a Friday, and Maple is where they spend their Sunday. You don’t have to buy your way in front of an audience when you’re already in the room with them.
“That’s a very different, very current and very important, conversation to have with a brand, and it’s the one I wanted to be having.”
noisy Managing Director Harry Wilson said Jones’ experience across publishing businesses would be valuable as brands look for ways to connect with younger audiences beyond traditional media placements.
“There is a lot of media in this country being sold to young people who stopped paying attention to it years ago,” Wilson said.
“Jack has spent his career inside the publishers that used to own that audience, and he knows better than anyone why the money is moving.
“He’s sharp, he’s a closer, and he understands that a partnership is only worth anything if the people it’s aimed at would turn up for it anyway.
“We didn’t hire him to sell ad space. We hired him to put brands inside nights people are already queuing for.”
