# Inside the MFW Playbook: Do Advertisers Really Listen?

Page: https://stenobird.com/podcast/game-changers-radio-50541/inside-the-mfw-playbook-do-advertisers-really-listen
Text version: https://stenobird.com/podcast/game-changers-radio-50541/inside-the-mfw-playbook-do-advertisers-really-listen.md
Podcast: [Game Changers Radio](https://stenobird.com/podcast/game-changers-radio-50541)
Published: 2026-07-07T19:00:00+00:00
Episode link: https://shows.acast.com/game-changers-radio/episodes/inside-the-mfw-playbook-do-advertisers-really-listen
Audio file: https://sphinx.acast.com/p/open/s/69dc3851361823b7813197bc/e/6a4d03a6c4772b27e8a4fad2/media.mp3
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JSON: https://stenobird.com/v1/public/podcasts/game-changers-radio-50541/episodes/inside-the-mfw-playbook-do-advertisers-really-listen
Duration seconds: 1717

## Resource

For months we've heard the claims. Campaigns are being cancelled. Broadcasters are under pressure. Careers are changing. So what happens when those complaints land inside an advertising agency? Ben Willee from Spinach Advertising joins us to explain how brands assess risk, what "brand safe" really means, and whether organised activist campaigns from the MFW genuinely influence where millions of advertising dollars are spent. It's a fascinating look at the collision between social media activism, commercial radio and modern marketing. Audio snippets featured in this episode are from the ABC Sydney and the podcast 'MFW Warts & All'. Hosted on Acast. See acast.com/privacy for more information.

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## Transcript

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