Seven Network and SCA’s LiSTNR launch cross-digital partnership with ING

Southern Cross Media Group has today launched a new multi-platform partnership with leading digital bank ING, led by Universal McCann (UM).

It’s one of the first fully integrated, cross-channel campaigns since the merger of Southern Cross Austereo (SCA) and the Seven Network.

The partnership reimagines how premium content can move seamlessly across platforms, extending Sunrise’s long-standing finance integration with ING into SCA’s LiSTNR audio ecosystem.

Since April 2024, ING has partnered with Sunrise to deliver twice-daily finance updates, fronted by its resident finance commentator, Matt Bowen.

This year, ING sought to evolve this partnership, with a clear goal to reach new audiences and expand beyond broadcast television.

SCA and Seven responded with a solution that leveraged the full strength of the newly-merged ecosystem. The daily finance segments from Sunrise will now be adapted and distributed within LiSTNR’s news podcast The Briefing, alongside targeted streaming and social amplification.

“This partnership is a clear demonstration of what’s now possible as a unified SCA and Seven Network,” said SCA’s Head of Audio Sales Luke Minto (pictured above). “We’re no longer thinking in silos. We’re taking proven, high-quality content and extending it across platforms in a way that feels native, contextual and seamless for audiences.”

Seven’s National Sales Director Katie Finney (pictured above) added “ING has been a valued Sunrise partner for many years. This next evolution ensures their message continues to resonate, while tapping into new audiences across audio and digital. It’s a powerful example of how our combined ecosystem can drive both scale and efficiency.”

“We were impressed by the strategic opportunities this cross-channel partnership has unlocked,” said UM’s Senior Creative Connections Director Monique Chirgwin. “It’s a brilliant showcase of the unified power of Seven Network and SCA. We’ve not only seamlessly extended ING’s trusted financial content but are now reaching new audiences with unparalleled efficiency and contextual relevance, genuinely optimising impact across their entire daily media journey.”

For ING, the result is a cohesive, cross-platform presence.

“ING is a digital leader with a long history of advocating for customers, and that means showing up in places and formats that feel natural, useful and trusted,” said ING’s Chief Marketing Officer Carly Yanco.

“Our expanded partnership with Seven and SCA is just one part of a wider digital engagement strategy, from platforms and content to creators and conversations, designed to demystify money and help Australians make sense of everyday finance.”

“Having Matt Bowen continue that conversation brings financial news and education to life in a way that’s accessible, relevant and genuinely helpful.”