NOVA Entertainment and BrandSpace—the retail media division of Westfield owner Scentre Group—are collaborating to combine the cultural influence, impact and connectivity of the audio network with Westfield’s 42 retail destinations.
The collaboration takes a unified commercial approach, providing agencies and brands with a single, streamlined pathway to plan, buy and measure campaigns across both networks.
“This collaboration is a direct response to what brands are asking us for: simpler, more connected solutions that deliver measurable results,” NOVA’s chief commercial officer Nicole Bence said.
“We want the case for investing with us to be easy and irrefutable. It’s certainly no secret that audio and retail media are powerfully complementary mediums from a performance perspective, so this is the natural next step for us.
“Now, a single brief can unlock the eyes and ears of over 12.2 million Australians, the influence of some of the country’s most trusted creators, and the experiential impact of Westfield destinations. NOVA and Brandspace will collaborate to deliver more unified campaigns spanning radio, music, podcasts, digital and retail media, along with in-centre activations.”
BrandSpace general manager Adam Sadler said: “Our Westfield destinations sit at the heart of Australian and New Zealand communities and in 2025, welcomed 540 million annual customer visits.
“BrandSpace creates meaningful connections between brands and customers in places where people are already engaged, spending time, and ready to act.
“By working together with NOVA, we’re providing a simpler pathway to extend those moments across both our ecosystems, delivering integrated channel planning for our partners.”
