In conversation: What's next for MARKETING-INTERACTIVE Australia

In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, In Conversation, we sit down with Matthew Eaton, editor of MARKETING-INTERACTIVE Australia, to talk about the publication’s growing presence down under, the evolving marketing landscape, and how the brand is building stronger bridges between Australia and the rest of Asia Pacific.

MARKETING-INTERACTIVE officially marked its Australian debut in July with a launch event at Sydney’s Ivy Penthouse, bringing together more than 100 senior leaders across the creative, media, and marketing industries. The launch followed Eaton’s appointment earlier in February, signalling a bold new chapter for Lighthouse Independent Media’s regional expansion.

Don't miss: MARKETING-INTERACTIVE celebrates official Australian launch, kicks off next growth phase

Eaton, who has previously led editorial teams for MARKETING-INTERACTIVE across Hong Kong, Singapore, and Malaysia, said the Australian market has been “insanely busy”, but in the best way possible. “Every day there’s something happening,” he shared.

“The big challenge is to make sure we're doing it justice because the Australian media works at a really cracking pace.” He added that the publication aims to bring a fresh perspective to the market by diving deep into stories about CMOs and how their roles are evolving with the rise of new technologies and AI-driven customer experiences.

Since its soft launch, Eaton said he has also seen strong engagement from readers interested not only in Australian stories, but also in insights from Southeast Asia, particularly emerging trends from markets such as Indonesia, the Philippines, Hong Kong and Singapore. “There’s a real appetite for cross-border perspectives,” he said.

What works in Southeast Asia might not always apply to Australia, but there are lessons we can draw from them.

Eaton, who recently joined several of MARKETING-INTERACTIVE’s regional conferences such as Digital Marketing Asia and Content360 in Singapore, shared that the harmony between editorial and events has become a defining strength of the brand. “Just like how the conferences are being run now, working together with the editorial side of things. It’s like a very well-oiled machine,” he said.

We’re finding this sweet spot where events, content, and podcasts all work in synergy.

Looking ahead, Eaton said 2026 will be a defining year for the publication. “Next year will be a big year for us,” he explained. "Our goal is to bring that same experience over to Australia and have the whole ecosystem synced up. That’s the true power of B2B media."

The publication’s regional footprint now spans Singapore, Hong Kong, Malaysia, the Philippines, Indonesia, and Thailand. And with its Australian edition, MARKETING-INTERACTIVE will deliver tailored content that resonates with the local industry while maintaining the publication’s hallmark standards of editorial excellence.

“Ultimately, it’s about having boots on the ground in the markets where we operate,” Eaton said. “Hiring good journalists and building connections to the market has always been our strength,” he said. “That’s going to be really important for Australia. Talking to the market every day and being present.”

Catch the full conversation here in this video:

Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube.

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