The Australian Financial Review today unveiled a new brand campaign ‘It’s Not For Everyone’, designed to reinforce its position as the daily habit of successful people.

Developed in partnership with Howatson+Company, the campaign is centred around the aspirational mindset that sets Australia’s most successful and ambitious people apart – a relentless drive and commitment to achieve their goals both at work and in their personal lives.  

This mindset isn’t limited to the Financial Review’s corporate heartland, but those seeking success through entrepreneurial endeavours and personal wealth generation. A growing cohort who are actively seeking out the knowledge and insights to help them understand the world, make informed decisions and get ahead in every aspect of their lives. 

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 comprehensive rollout will run nationally from today (February 16) and consists of television, streaming, audio, large and small format out-of-home, digital, print and social. 

The campaign leads with a hero film which tracks the effort, grit and obsession it takes to achieve a moment of success across three key storylines. Two further story arcs are explored through supporting materials, to reflect the AFR’s diverse readership and editorial pillars, including corporate leadership, technology, fashion, property and agriculture.

Tonally the film aims to reflect the emotional reality of ambition, with every technical element – from sound design to cinematography – engineered to mirror the experience of the characters. 

The film is supported by a suite of photographic stills that capture the emotion of each scene, shot by renowned photojournalist Adam Ferguson. 

A series of editorial and content initiatives will launch this week including subscriber notes, newspaper wraps of the Financial Review and special editorial collections that bring to life the real world stories of ambition, passion and commitment within the Australian business community. 

“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,” said The Australian Financial Review editor-in-chief James Chessell.

‘It’s Not For Everyone’ marks the first brand campaign for the Financial Review since 2022 and comes during a period of strong subscriber and audience growth. 

“The power of this campaign is in its honesty,” said Vera Straubinger, Head of Brand & Acquisition at Nine. “The acknowledgement that ambition doesn’t look the same to everyone, and what unites our audience today isn’t their job title or rung on the corporate ladder, but their drive for progress. The grit and determination to realise their dreams. At its heart, this campaign is essentially a love letter to the pursuit. 

“Our strategy shift moves success from a place (the boardroom) to an attitude (the success mindset). And by admitting that the AFR isn’t for everyone, we’re doubling down on exactly who it is for – Australians looking to the Financial Review for the knowledge and insights to help them get ahead in every aspect of their lives.” 

Directed by Dylan Duclos and produced by Collider, the TVCs will be shown in 15, 30 and 60 second formats and were filmed in Sydney. 

“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.” said Richard Shaw, Deputy Chief Creative Officer at Howatson+Company.

Credits:

Nine 
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 Creative: Jack Close 
Senior Creative: 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
Cinematographer: Christopher Miles
Production Designer: Jackson Dickie
Costume Designer: Olivia Simpson
Casting: Byrne Creative
Editor: King Yong, Howatson+Company
Colourist: Ferg Rotheram
Original Music and Sound: Heckler Sound

Production Company: Photoplay Photography
Photographer: Adam Ferguson
Executive Producer: Alison Lydiard

Website Production: Khemistry
Client Service Director – Vanessa West
Senior UX/UI Designer – Glen Cable 
Digital Development – Flip

Media Partner: PHD
Group Business Director: Ali Jones
Business Director: Emily Friedlos
Senior Planning Manager: Patrese Beasley

Monday 16 February, 2026