B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Tommy McCubbin Launches Creative Production Studio ShowStarter
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Tommy McCubbin Launches Creative Production Studio ShowStarter
Advertising

Tommy McCubbin Launches Creative Production Studio ShowStarter

Staff Writers
Published on: 26th March 2025 at 9:13 AM
Staff Writers
Share
3 Min Read
SHARE

ShowStarter, a creative production studio that develops entertainment to empower brands to produce their own show formats and build long-term audience engagement has officially launched.

Founded by Tommy McCubbin, a creative industry leader with more than 20 years’ experience at leading agencies such as Clemenger, CHEP Network and Ogilvy London, ShowStarter has already developed a series for Sportsbet, ‘Australian Football Fan League’, which attracted an audience exceeding 1 million viewers on Fox Footy, Kayo and YouTube during the 2024 AFL Grand Final Week.

McCubbin said: “We’re here to help brands be entertainers, not advertisers. We want to create shows with them their audience chooses to watch, not more ads they’re desperate to skip.”

Australian broadcasters are increasingly turning to prime-time brand funded productions as total TV advertising revenues declined by 8.1 per cent in the 2024 financial year. Brands are also finding large, mainstream audiences on digital platforms such as YouTube, which has been the most-watched streaming platform for two consecutive years, surpassing traditional TV viewership in the US.

McCubbin added: “Although we’ve had success on broadcasters and streamers in Australia and globally, our studio is doubling down on YouTube. With more people watching YouTube content on their TVs than any other device, a series needs to be written and produced differently, with the ‘clipbait’ as important as the show itself.”

ShowStarter has developed ‘Concept to Culture’, a process to help brands develop shows with cut through by understanding their audience’s screen behaviour to find the gaps in their world of entertainment. This enables brands to accelerate from pilot to series, building an owned audience and leveraging interactive features to drive sales, sign ups and subscribers.

McCubbin said: “The media landscape has opened up for brands to produce shows and reach massive audiences with much lower barriers to entry than ever before. Algorithms are mimicking TikTok now, where they serve up content based on the audience’s interest, not necessarily who they follow, unlocking massive potential views regardless of whether you’re an established channel”.

McCubbin has launched ShowStarter after producing successful shows for brands including Telstra, Shopify, Microsoft and the Transport Accident Commission across online, broadcast, and streaming channels in Australia and globally, building an owned audience that traditional advertising is unable to do.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: CHEP, Clemenger, ShowStarter
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?