SBS Upfronts 2022 – SBS brand partnerships team becomes SBS CulturalConnect

SBS today announced it has rebranded its brand partnerships division as SBS CulturalConnect. The new holistic offering will provide commercial partners with purpose driven ways to tap into Australia’s dynamic cultural currents, grounded in an appreciation of Australia’s rich diversity.

The new SBS CulturalConnect offering was launched at SBS’s 2023 Upfront in Sydney and will provide services in strategy, research and insights, integrated brand solutions, creative and in-language production, inclusion training and consultancy.

Adam Sadler, Director of Media Sales, SBS said the launch of SBS CulturalConnect was an important evolution of SBS Media’s commercial offering

“Today’s announcement of SBS CulturalConnect is a significant moment that sees all of SBS Media’s core commercial offerings brought together under one holistic approach,” said Sadler. “Our knowledge, insights and research will provide brands and marketers with unique context to navigate contemporary Australia. No one else in the market is as well positioned to help brands question, validate, or challenge the underlining assumptions in your media strategy”

“Clients may know SBSCulturalConnect as a brand for some of our individual product offerings, such as in-language production or workplace inclusion training, but today’s changes see SBS Media significantly lift its investment and offering in bespoke client solutions,” said Kate Young, National CulturalConnect Manager, SBS

“SBS has an unparalleled understanding of contemporary Australia. With SBS CulturalConnect at the heart of our media offering, we’re making it easier for brands to access the full range of expertise that exists at SBS, and leverage the insights built on SBS’s connections to communities for more than 45 years.”

As part of the changes, SBS also confirmed it will be expanding the team’s senior leadership with the view to offering more bespoke consultancy to partners.

“The latest Census figures show the rapidly evolving Australia with increasing diversity, including more than 5.5 million people speaking a language other than English at home. For marketers, SBS CulturalConnect Consultancy will help brands go deeper – unlocking new sources of growth, unlocking more brand value, unlocking more purpose, and unlocking more from your people” said Young

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