The Australian Financial Review has set itself apart as the newspaper for the ambitious and successful. In a campaign by Howatson+Company, the AFR’s first brand campaign in 22 years, it declares, “It’s Not For Everyone”.

The campaign embeds the AFR within a group that values “a relentless drive and commitment to achieve their goals both at work and in their personal lives”, whether reaching for the very top tiers in the corporate world, or success in entrepreneurial endeavours or personal wealth generation. The campaign positions the AFR as the source of knowledge and insights to understand the world, make informed decisions and get ahead in every aspect of life.

By reflecting the mindset, behaviours and attitudes that unite the Financial Review’s diverse audience, the campaign aims to broaden the brand’s appeal and build a community around shared values. And in an increasingly fragmented and competitive landscape demonstrate the masthead’s unique value in helping its readers realise their ambitions.

The full Australia-wide campaign will cover television, streaming, audio, large and small format out-of-home, digital, print and social.

The hero commercial, directed by Dylan Duclos and produced by Collider, tracks the effort, grit and obsession it takes to achieve a moment of success, following a corporate leader, a start-up founder and a designer as they navigate the challenges of ambition, persistence and professional growth. Two further stories are explored through supporting materials, reflecting the AFR’s diverse readership and editorial segments, including corporate leadership, technology, fashion, property and agriculture. The film’s tone reflects the emotional reality of ambition, with every technical element, from sound design to cinematography, engineered to mirror the experience of the characters.

The films are supported by a collection of photographic stills by Photoplay photojournalist, Adam Ferguson, that capture the emotion of each scene.

Howatson+Company was appointed agency of record for the AFR in May 2025.

In AFR owner, Nine Entertainment Co.’s campaign release, Richard Shaw, deputy CCO at Howatson+Company, stated, “The Australian Financial Review is not only iconic, but it delivers the insight and coverage to achieve success. This campaign celebrates the truth that modern success has many forms, but one defining quality: an unstoppable drive. Some have it, some don’t, and that’s okay. After all, like everything in life, not everything is for everyone. It’s bold, honest and true to a publication that stands by the statement “the daily habits of successful people.”

“The campaign reflects our core belief that entrepreneurship is the most important driver of Australia’s future prosperity. We report on all aspects of business so it’s great to do something that is unapologetically focused on telling stories about people who will shape this country in the coming decades,” added The Australian Financial Review editor-in-chief, James Chessell.

Credits:
Client: Nine [AFR]
Director of Audience Growth, Publishing: Aimie Rigas
Head of Brand & Acquisition: Vera Straubinger
Marketing Lead, Brand & Acquisition: Tessa Maughan 
Marketing Manager, Brand & Acquisition: Samantha Hutchinson

Agency: Howatson+Company
Chief Executive Officer: Chris Howatson 
Group Managing Director: Renée Hyde 
Client Partner: Fleur Lancaster 
Senior Business Manager: Alex Booker 
Executive Planning Director: Katharina Wynne
Deputy Chief Creative Officer: Richard Shaw 
Senior Creatives: Jack Close & Zak Hawkins 
Head of Design: Trent Michael 
Designer: Jock Price 
Studio Lead: Simon Merrifield 
Head of Production: Holly Alexander 
Senior Lead, Sound and Music: Shane Vancuylenberg

Production Company: Collider
Managing Partner & Executive Producer: Rachael Ford Davies
Executive Producer: Tom Slater
Director: Dylan Duclos
DoP: Christopher Miles
Editor: King Yong @ Howatson+Company
Colourist: Ferg Rotheram
Original Music & Sound: Heckler Sound
Stills Production: Photoplay Photography
Photographer: Adam Ferguson
Executive Producer: Alison Lydiard

Website Production: Khemistry
Digital Development: Flip
Media Partner: PHD