2015 was a year of great change from Junkee Media, which saw the publishing company rebrand from its former image as Sound Alliance, restructure both its staff and confirm a new direction based around branded content and video.
As a result, Junkee Media has just launched online publication The Cusp in partnership with bank Westpac. The official statement describes the purpose of the website as “to inform and inspire [the] 18-35 year-old Australian by sharing real life stories from motivated young people who have succeeded in their field, along with insights from experts and influencers”.
The site has a focus on both employment and health, which according to CEO Neil Ackland are the leading interest categories for youths. He tells AdNews: “Each year we conduct a comprehensive study into the lives of Australian millennials and the research told us the biggest concern[s] for this audience are career, money and wellbeing.
“More than two thirds (70 per cent) said that career opportunities were a top priority and most (93 per cent) agreed that their job needed to be something they enjoyed doing. Nearly 70 per cent of respondents said their financial security was important, followed closely by their health and wellbeing (63 per cent).”
Westpac are eager to use the publication to attract the millennial market. Head of customer acquisition Ashley Gray says: “The Cusp is an exciting new initiative for us to start meaningful conversations with millennials through the delivery of relevant content inspired by the brand, delivered in-stream across multiple platforms.”
Leading The Cusp as editor is Sonia Taylor, who will be crafting content by teaming up with Aussie health experts including nutritionist Jacqueline Alwill, chef Alice Zaslavsky, and personal trainer Ryan Clark.
