Quick Answer
The Australian Financial Review has launched its first TV campaign in over 15 years, introducing a bold new brand identity—“It’s Not For Everyone”.
Quality Over Quantity
After more than 15 years away from television advertising, The Australian Financial Review has returned with a strikingly confident message: “It’s Not For Everyone.”
Owned by Nine Publishing, the publication is making a deliberate strategic shift—prioritising audience quality over scale. Rather than chasing broad appeal, the campaign leans into ambition, grit, and obsession as defining traits of its readership.
A Divisive but Deliberate Positioning
The tagline is bold and potentially polarising. Comparisons have already been drawn to Marmite’s famous “you either love it or hate it” positioning. But according to brand leaders, this isn’t about exclusion—it’s about honesty.
The campaign argues that ambition looks different for everyone, and the path to success isn’t universal. The idea isn’t to shut people out; it’s to invite self-selection. If you have the drive, the hunger, the discipline—this is for you.
If not, that’s okay.
That reframing turns divisiveness into strength.
Cinematic Ambition
Created by Howatson and Company, the campaign marks the agency’s first major work for AFR since being appointed in May last year. Directed by Dylan Duclos and produced by Collider, the TVCs were filmed in Sydney and will run in 15, 30 and 60-second formats.
The film follows three individuals—a corporate leader, a startup founder, and a designer—each navigating ambition in different industries. The storytelling is cinematic, human, and emotionally grounded. Rather than glamourising success, it focuses on effort.
Richard Shaw, deputy chief creative officer at Howatson, described the idea as celebrating a universal truth: modern success may look different, but it always shares one quality—unstoppable drive.
Legacy Meets Future
The AFR’s previous major campaign, “Make It Your Business” (2022), spanned multiple channels. But this new identity feels sharper. More defined.
With a 70-year history and a respected place in Australia’s business community, the masthead carries legacy weight. Yet this campaign signals forward momentum.
Not louder.
Just clearer.
Because in an age of mass messaging, sometimes the boldest move is saying: this isn’t for everyone.
Summary
With a cinematic national rollout, AFR embraces selective appeal over mass reach. Created with Howatson and Co, the campaign reframes exclusivity as self-selection—arguing that success, like the publication itself, isn’t meant for everyone.
Sources
FAQs
What is AFR’s new campaign tagline?
“It’s Not For Everyone.”
Why is the campaign considered divisive?
Because it openly embraces selective appeal rather than broad inclusivity, positioning ambition as a defining filter.
Who created the campaign?
It was developed by Howatson and Company, AFR’s agency of record since May 2025.
Why return to TV after 15 years?
As part of a broader brand refresh aimed at strengthening positioning while expanding into full-scale video storytelling.
FAQs about this campaign
What is AFR’s new campaign tagline?
“It’s Not For Everyone.”
Why is the campaign considered divisive?
Because it openly embraces selective appeal rather than broad inclusivity, positioning ambition as a defining filter.
Who created the campaign?
It was developed by Howatson and Company, AFR’s agency of record since May 2025.
Why return to TV after 15 years?
As part of a broader brand refresh aimed at strengthening positioning while expanding into full-scale video storytelling.
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