Skip to content

Branded Content


Event Status

Journalism outlets have traditionally enforced a stringent division between their editorial and business sides, ensuring that reporting is not influenced by advertisers.

Yet the collapse of the old media business model has meant that the boundaries between journalism and public relations are blurring. Some high profile brands outside the world of journalism have established their own newsrooms in recent years. Organisations like the AFL and ANZ now have their own in-house news titles, complete with journalists on staff. Is this just the next phase in the evolution of journalism, or something more sinister?

Our panellists debate the ethics of branded content. Hosted by Jim Middleton with Amanda Gome (ANZ), Matthew Pinkney (AFL), Rakhal Ebeli (Newsmodo) and Jonathan Green (Meanjin and ABC RN). 

This event is also available as part of the Friday Day Pass.


Jim Middleton

Jim Middleton has been reporting national and international affairs since 1970, first for the ABC and now as a correspondent for Sky News. For two decades, he was ABC Political Editor in Canberra – covering Prime Ministers Hawke, Keating and Howard. He was ABC North America correspondent in New Yo... Read more

Amanda Gome

Amanda Gome is head of digital and social media at ANZ, where she is leading the bank’s content and social media strategy. She is also associate editor of BlueNotes. Amanda is a successful media entrepreneur, founding SmartCompany in 2006. She went on to launch five other media publications during... Read more

Rakhal Ebeli

An award-winning journalist and presenter, Rakhal Ebeli founded global journalism agency Newsmodo in 2012. With a unique ‘global newsroom’ solution, the platform and Australian-based team provide an end-to-end publishing solution, leveraging a network of 25,000 freelance journalis... Read more

Jonathan Green

Jonathan Green has been a working journalist since the late 1970s. This makes him both very old and reasonably experienced. After an early degree-ending flirtation with public radio, the bulk of Jonathan’s career has been spent in newspapers, beginning with a cadetship at the Canberra Times and ta... Read more

Matt Pinkney

Matt Pinkney is a Walkley Award-winning journalist who specialises in content strategy across digital, broadcast and print. In 2012, he joined the AFL as its founding Head of Content. In this role, he has been responsible for creating a dynamic newsroom, setting content strategies across all platfor... Read more


The Wheeler Centre

176 Little Lonsdale Street Melbourne Victoria 3000

More details

Stay up to date with our upcoming events and special announcements by subscribing to the Wheeler Centre's mailing list.

View our privacy policy
Acknowledgment of Country

The Wheeler Centre acknowledges the Wurundjeri Woi Wurrung people of the Kulin Nation as the traditional owners of the land on which we work. We pay our respects to the people of the Kulin Nation and all Aboriginal and Torres Strait Islander Elders, past and present.