Media Release — Sydney, 1 May 2025
Marketing Industry Must Reset for Growth Amid Economic, Regulatory and AI Disruption
Australia’s top marketers have gathered this morning for the Australian Association of National Advertisers’ (AANA) flagship event, RESET for Growth 2025, with a strong message from AANA CEO Josh Faulks: the industry faces an unprecedented convergence of challenges, but also a once-in-a-generation opportunity to lead, adapt and grow.
Opening the conference, Faulks likened the current operating environment to “riding one of the world’s most intense rollercoasters,” highlighting the economic volatility, mounting regulatory threats and the transformative power of artificial intelligence (AI) as the three major forces reshaping the future of marketing.
Industry Unites to Lead on AI Governance
A major announcement at RESET for GROWTH was the formation of the AI Council of Experts, a new joint initiative from the AANA, the Advertising Council of Australia (ACA) and the Media Federation of Australia (MFA).
The AI Council will bring together AI leaders from brands, agencies, creative, and media to help the industry take control of the AI future.
The Council’s first priority will be the development of a clear set of national standards and guidelines for the responsible, ethical, effective, and innovative use of artificial intelligence in marketing, informed by best practice from around the world.
By uniting the industry, the AI Council aims to ensure strong marketing governance in Australia and equip marketers to lead through the AI revolution.
“AI is already transforming our industry and how consumers interact with brands.” said Josh Faulks, CEO of AANA. “Strong marketing governance is essential to ensuring we build trust with consumers and harness AI in ways that are ethical, effective, and sustainable. That’s why the AANA, ACA and MFA are leading the charge to unite the industry and create clear guidelines and standards that will guide the future of marketing in Australia.”
ACA CEO Tony Hale said: “AI is reshaping the way we work — now’s the time to set the standards. It’s important ACA plays its part to help lead this charge, ensuring our industry uses AI boldly, responsibly and in ways that unlock creative and commercial value.”
MFA CEO Sophie Madden said: “AI is transforming how businesses and consumers engage and operate – it’s essential that agencies and clients collaborate to establish clear, ethical guidelines that build trust and serve everyone. We already have a strong record of working together on critical issues, and joining forces with the AANA and ACA to create an AI Council of Experts reflects the MFA’s purpose of We Are The Changers and our commitment to driving positive change and advancing our industry.”
Regulatory Threats: A Clear and Present Danger
Faulks also addressed escalating regulatory threats, pointing to government proposals for advertising bans across gambling, alcohol, and even food and beverage categories.
“This is no longer a theoretical threat. It’s real. Some bans are already happening,” Faulks said. “Collectively, these proposals will strip hundreds of millions of dollars out of our industry and cripple the ability of some brands to advertise their products. This is exactly at the time when some many businesses and the economy are struggling.”
He reaffirmed AANA’s commitment to fight for the industry: “We must push back. We are working hard to create a regulatory environment that allows business – and our industry – to thrive.”
RESET for Growth: Industry Leaders on Stage
The RESET 2025 speaker lineup reflected the urgency and ambition of the theme, featuring some of the most influential voices in business, creativity, and marketing all poised to share their inspirational growth stories. They include:
- The Australian Consumer in 2025
Effie Zahos – Money Expert - From Vision to Global Sensation – The GYG Growth Story
Steven Marks – Founder & Co-CEO, Guzman y Gomez - AI Evolution: In the Loop, On the Mark: Humans Elevating Data-Driven AI
Catherine Ball – Associate Professor, Futurist & Emerging Tech Expert - AI Evolution: Case Study: How AI Helped Homeless Dogs Find Homes
Anthony Dean – Marketing Director, Mars Pet Nutrition - Crafting Success: Leadership Lessons from the Creator of Bluey
Joe Brumm – Creator of Bluey - CMOs Unleashed
Sherilyn Shackell – Founder & Global CEO, The Marketing Academy
A Call to Action: Lean in and Lead
Faulks urged the marketing community to lean in to demonstrate the power of marketing to drive real growth. “In this environment, leaders have two choices,” he said. “We can put our heads in the sand and wait until it all blows over – which we know it won’t. Or, we can lean in with strategic intent, invest in marketing to drive growth.” He told the crowd, ‘the choice it obvious’.
In closing, Faulks said “Our industry doesn’t just weather storms. We build in them. Now is the time to come together – not just to defend our industry, but to be proud of the critical role we play in growing our economy and shaping Australia’s future.”
AANA unveiled a new tag line at RESET: “Be a member of Marketing’s Future” with an open invitation to join the AANA community of marketers and leaders to shape the future of the industry together.