Unmade: media and marketing analysis
Unmade: media and marketing analysis
'Brief once, personalise everywhere': How Avid Collective is trying to become a native content engine

'Brief once, personalise everywhere': How Avid Collective is trying to become a native content engine

Welcome to an audio-led edition of Unmade.

Today’s edition of The Unmakers features Luke Spano, founder of native content platform Avid Collective.

Plus, a sharp drop on The Unmade Index.

The only way to access Unmade’s full archive, and our weekly Tuesdata analysis, is as a paying member. Unmade members also get discounted tickets to our events, including Re:Made, our event on retail media.

Luke Spano’s mission to clean up the cluttered native content space

Spano says Taboola and Outbrain have given native a dirty name

In today’s edition of the Unmakers, Unmade’s Tim Burrowes talks to Luke Spano, founder of Avid Collective, about his attempts to take the pain out of briefing native campaigns.

Avid Collective, founded in 2017, has evolved from an unremarkable publisher to trying to solve a bigger publishing problem - how brands can brief out native campaigns at scale.

Avid is carving out a place within the long tail of native content with the aim of making it easier for media agencies and brands to work with smaller publishers like Urban List, Junkee, Daily Mail Australia, The Guardian, Frankie, and Forbes Australia. It works with brands and agencies including New Zealand Tourism, Westpac, OMD, Lion, Unilever and Mindshare, and has access to over 140 publishers.

Avid’s platform and staff sit between brands and publishers, pushing out briefs and helping manage the responses and campaign delivery.

“We use the moniker brief once, personalise everywhere,” Spano says of Avid’s approach. ‘You're only doing one set of briefing that's going into the platform, but then that will be distributed out to the publishers. It's still the publishers and individual content creators that are creating the content.”

The promise of native advertising has been somewhat tarnished by the low quality output driven by the likes of Taboola and Outbrain.

Spano acknowledges: “They've definitely given the word native a bit of a dirty name and tarnished it a little bit because a lot of the content that gets distributed through there is quite low quality.”

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Unmade Index back on the way down again

Seja Al Zaidi writes:

The Unmade Index is threatening to breach the 600-point basement again after falling 1.43% yesterday, landing at 617.7 points.

Enero Group, parent company of BMF and Hotwire had a fall of 5.94%. Southern Cross Austereo posted a 2.70% fall. Printing and marketing firm IVE Group dropped 1.98%, while Seven West Media and Domain saw respective drops of 1.61% and 1.52%.

At the small end of town, SEN’s parent company Sports Entertainment Group lost 7.5%

Only Ooh Media and ARN Media performed positively, lifting 1.08% and 0.65% respectively.

Time to leave you to your Thursday. I’ll be back with an end of week update tomorrow. I’ll be writing about tonight’s YouTube Brandcast event.

Audio production was courtesy of Abe’s Audio, the people to talk to about voiceovers, sound design and podcast production.

Message us: letters@unmade.media

Have a great day.


Tim Burrowes

Publisher - Unmade


Unmade: media and marketing analysis
Unmade: media and marketing analysis
Media and marketing news with all the in-depth analysis, insight and context you need.
Unmade offers industry news from an Australian perspective, from the founder of Mumbrella and the author of the best-selling book Media Unmade, Tim Burrowes