Welcome to Content Conversations – a new series from Are Media exploring how marketers and creatives use content to drive cultural connection and real business results.

In our latest episode, Arnott’s Chief Growth Officer Jenni Dill sits down with Are Media’s General Manager, Homes & Lifestyle Jocelin Abbey, to unpack the thinking behind the new Australian Women’s Weekly x Arnott’s collaboration — a partnership blending two beloved Australian brands to create something truly memorable.

Together, Jenni and Jocelin explore:

• The power of storytelling in shaping deeper audience connection

• The cultural insights that inspired the collaboration

• Why iconic brands endure, and how they continue to evolve with consumer expectations

• The role of content in building emotional resonance at scale

The conversation offers a rare behind-the-scenes look at how brands can harness editorial craft, cultural relevance and strategic creativity to stand out in a crowded market.

This episode is a must-watch for marketers, creatives and brand leaders looking to cut through, build relevance and create work that moves both audiences and business results.

Watch the full episode of Content Conversations below