Powered, Nine's strategy, insights and content creation team, says it is dedicated to "partner collaboration" as it looks to expand its offering following last year's Fairfax merger.
Over the past 12 months, Powered has worked on notable integrations such as the Australian Open Uber Eats campaign, in partnership with Special Group and MediaCom, as well as the life-size Lego Honda Civic which was developed as part of Honda's sponsorship of Lego Masters.
Despite Powered continuing to develop campaigns direct for clients, recently appointed director of the division, Liana Dubois says agency partners remain vital.
"We firmly believe that collaboration is the best way to get the strongest work and ideas and that means having expert reputation from the brand, Nine and the agencies involved in the process," Dubois says.
"Predominately we still work in that [collaborative] arena, however, there may be examples where one relationship might be dialled up more at any given time but collaboration and tapping into a 'village of expertise' is still where you get the most potent outcome."
This year, Nine is bringing back its dedicated pop-up activation, The Big Ideas Store. Now in its second year, the week-long event is designed to educate and engage clients on the capabilities of Powered.
As part of the launch, the business will focus on its newly acquired assets such as its publishing brands, The Sydney Morning Herald, The Age and The Australian Financial Review and how they have been integrated into the overall strategy.
Speaking at the launch, Nine chief sales officer Michael Stephenson says the company has a "unique opportunity" ahead of itself as it looks to diversify its client offering through a "broader set of assets".
"It's really important we focus on this concept of 'big ideas', we don't want to spend too much time focusing on the bottom of the marketing funnel, so we have to take the responsibility of positioning that approach in front of our advertising partners," Stephenson says.
The Sydney store opens this week in Oxford Street, Paddington, and for the first time, the Melbourne store will open on Flinders Street in the CBD next week.
In Sydney and Melbourne, The Big Ideas Store returns as a premium department store. It will be used to host a number of client ideation sessions, known as Hacks, for marketers and agency partners.
The Big Ideas Store will also host a number of client and content sessions aimed at "inspiring marketers to embrace creativity".
Dubois says the Sydney store will see over 500 people pass through its doors, while Melbourne will have roughly 400 take part.
“The Big Ideas Store exists to celebrate big marketing moments. It’s an opportunity to embrace the art of marketing and bring balance to the conversation at a time that has seen the pendulum swing too far into the science," she says.
“Throughout the next two weeks we’ll be hearing from marketers and our in-house experts to learn from and inspire each other to spark the conversation around the power of a big idea.”
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