bellle lenz – Mediahubww | An agency built by iconic brands

Mediahub’s Ethical Optimiser Wins Best Use of Progammatic at Campaign UK Tech Awards

Posted on June 5, 2025July 15, 2025 by bellle lenz

Excellence in a sustainable media strategy in partnership with Yahoo and The GoodNet

Mediahub set out to align our digital advertising strategy with the same ethical and sustainable principles that guide our global initiatives. Recognising the environmental and social challenges linked to digital media, the aim was to transform media spend to reflect our charitable values. This required a strategic approach to reach audiences in credible environments that resonate with their commitment to ESG principles.

Partnering with The GoodNet and Yahoo, Mediahub utilised the ESG Media Index (EMI) to measure sustainability and DE&I factors across media placements, enhancing audience engagement while reducing emissions.

Mediahub Wins Big at North American, Latin American Effie Awards

Posted on May 29, 2025July 15, 2025 by bellle lenz

Mediahub emerged big winners at recent Effie Awards celebrations across the Americas.

In the U.S., the agency was awarded Silver for its work with Johnsonville and the “Keep It Juicy” campaign. Mediahub was also awarded for supporting work for Change the Ref’s “The Shotline” with MullenLowe.

In Latin America, Mediahub Peru won multiple awards for its groundbreaking work for CPG leader AliCorp, including a Gold for its work for B2B brand Klintex.

Congratulations to our teams on this well-deserved recognition!

Mediahub Study Reveals Paradoxical Consumer Behaviour in 2025

Posted on May 19, 2025July 15, 2025 by bellle lenz

Mediahub Australia’s second annual Scout consumer study, “The Paradox of Purchase Decisions,” surveyed 1,000 Australians and uncovered a complex consumer landscape.

While cost-of-living pressures remain a primary concern for 50% of respondents, this is down by 13% year-on-year, while overall feelings of contentment have risen by 9% year-on-year. Anxiety levels have also decreased by 10%, with 21% reporting anxiety in 2025 compared to 31% in 2024. This suggests a growing resilience and adaptation to ongoing financial challenges.

“Global issues like tariffs and geopolitical tensions have put consumer spending under scrutiny,” says Linda Fagerlund, Chief Strategy Officer at Mediahub ANZ. “Amidst the negativity, consumers are shifting their mindset. Australians are tightening their belts, but they’re also reframing what brings happiness. Contentment now centres on connection, quality time, and feeling in control. This is the paradox of purchase decisions – brands need to speak to both the head and the heart.”

To receive the full report, register here.

Mediahub U.S. CEO Nicole Estebanell Joins the Agency Business Podcast to Talk Shifting Agency Models, AI, and Why Culture is a Business Driver

Posted on April 21, 2025July 15, 2025 by bellle lenz

To listen to the full interview, click here.

Mediahub U.S. CEO Nicole Estebanell recently joined hosts Olivia Morley and Brian Wieser on the Agency Business podcast for a thoughtful and wide-ranging discussion on some of the key issues facing the industry. She also shares more detail on how she’s investing in Mediahub’s special culture, and continuing to foster a “challenger mindset” as the agency evolves.

Mediahub, Lurpak and MasterChef Australia put good food at the core of new campaign

Posted on April 17, 2025July 15, 2025 by bellle lenz

We teamed up with Lurpak and MasterChef Australia for a campaign that reinforces Lurpak’s positioning as the butter of choice for passionate cooks. The campaign champions good food and puts the premium Danish butter brand at the heart of Easter culinary celebrations, traditionally a key period for butter sales.

“Maintaining share of voice in an increasingly competitive category is essential,” Linda Fagerlund, chief strategy officer, Mediahub, said. “The MasterChef Australia: Back To Win season partnership is the natural next step, aligning perfectly with Lurpak’s premium positioning and food-first messaging.”

“This partnership allows Lurpak to speak to its food-loving audience with maximum cultural and seasonal relevance, using high-attention media moments to drive salience and preference,” Fagerlund concluded.

The holistic campaign highlights the proposition that Lurpak is synonymous with good food, Easter and MasterChef Australia.

Congrats to our teams on a great launch! Read the full story on Mediaweek.