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Monday 8:30am - 5pm Tuesday 8:30am - 5pm Wednesday 8:30am - 5pm Thursday 8:30am - 5pm Friday 9am - 5pm

Ultimate Edge Communications

Name: Ultimate Edge Communications
Address: Sydney, NSW, 2000, AU
Telephone: +61402368785

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We’re a forward-thinking agency that pushes traditional and digital media to the limits. And we do so at breakneck speed.

Our mission is to become Australia’s leading media agency for producing exponential client results, meaning for every $1 invested you get $2 or $3 back. At Ultimate Edge, we help you achieve this through innovative media and marketing solutions.

28/10/2026

🤖 AI is changing the relationship between brands and consumers. Is your team ready?

Much of the conversation around AI focuses on creating content faster and improving team productivity.

But what happens when AI starts influencing how consumers discover, compare and choose brands?

For marketing leaders, the challenge goes beyond adopting new tools. It means rethinking the customer journey, equipping teams with the right mindset and finding new ways to keep brands visible and relevant.

In Episode 17 of The Black Box of Media, Gonçalo Pinto da Costa explores AI's growing role between brands and consumers, and what marketing leaders need to consider as the landscape evolves.

Because the future of marketing isn't just about how we work. It's also about how customers find us.

▶️ Episode 17 is out now. Watch the full episode via the link in comments.
🎙️ The Black Box of Media | Season 4, Episode 17

27/10/2026

AI can help marketing teams produce more content, reports and campaign variations in less time. But does that necessarily mean better marketing?

That was one of the questions explored at humAIn 2026 in Sydney, where UEC Founder and CEO Aleisha McCall moderated a panel on what AI should give back to people.

An important distinction emerged from the discussion.

Some of the work AI removes is exactly what teams need to get rid of. Repetitive administration and unnecessary processes consume valuable time.

But other forms of effort, such as questioning ideas, testing assumptions and learning from mistakes, are what make people better at their jobs.

The challenge for businesses is knowing the difference.

UEC's latest blog explores why AI success needs to be measured by more than efficiency, and how organisations can turn time saved into stronger teams and better results.

Read the full article. Link in the first comment.

26/10/2026

🎯 What will define the next generation of marketing leaders?

Marketing leadership is changing. Building brands, running campaigns and optimising performance is no longer enough.

Today's strongest marketing leaders need to understand the whole business. They need to balance growth today with demand tomorrow, speak the language of the CFO, and make investment decisions when attribution is imperfect.

In Episode 17 of The Black Box of Media, Aleisha McCall sits down with Gonçalo Pinto da Costa, former Head of Marketing ANZ at Swarovski, to explore what it takes to become a business leader, not just a marketing leader.

From challenging the brand versus performance debate to finding media opportunities competitors overlook, unpacking the lessons behind Swarovski's Ariana Grande partnership, and understanding how AI is reshaping the customer journey, this conversation goes beyond the campaign to explore what drives sustainable growth.

If you're responsible for building a brand, proving marketing's commercial value or preparing for broader business leadership, this episode is for you.

▶️ Watch the full episode on YouTube.
🎧 Listen on Spotify and Apple Podcasts.
🎙️ The Black Box of Media | Season 4, Episode 17

21/10/2026

🎯 Marketing leadership is changing. Are you ready for what comes next?

The job is no longer simply to build the brand, run campaigns or optimise performance.

Today's marketing leaders need to connect brand and performance, understand the wider business, and think beyond their own function.

But how do you balance immediate results with long term growth? And what happens when AI starts changing the relationship between brands and consumers?

In Episode 17 of The Black Box of Media, Aleisha McCall sits down with Gonçalo Pinto da Costa, Commercial & Marketing Leader and former Head of Marketing ANZ at Swarovski, to explore what will define the next generation of marketing leaders.

📅 Episode launches Thursday 22 October.
🎙️ The Black Box of Media | Season 4, Episode 17

19/10/2026

AI is making it easier than ever for businesses to produce more work in less time.

But more output doesn't necessarily mean better performance.

In her latest B&T opinion article, Ultimate Edge Communications Founder & CEO Aleisha McCall draws on an unexpected source of insight: her experience competing at four World Championships in synchronised ice skating.

Her argument is that the practice, feedback and challenges that build elite athletes are also essential to developing capable business teams.

AI should help remove unnecessary friction from work. But organisations also need to protect the experiences that develop good judgement, critical thinking and decision making.

The real opportunity is to use AI to build better people, stronger teams and measurable commercial results.

Read Aleisha's full article in B&T through the link in the first comment.

14/10/2026

How do you turn a big marketing idea into 500+ bakeries?

The idea is the easy part.

Making it happen consistently across hundreds of locations is where most strategies stall.

So what does it take to keep several campaigns running at once, each at a different stage?

Great marketing is not only about coming up with the idea.

It is about having the system to carry it through.

In Episode 16 of The Black Box of Media, Jodi Murray-Freedman, Chief Marketing Officer at Bakers Delight, explains the system behind it, and why she once tried to scrap it.

▶️ Watch the full episode to hear how it works.

🎙️ The Black Box of Media | Season 4, Episode 16

13/10/2026

Almost two decades after starting her media career at Australian Radio Network, Aleisha McCall is heading back to ARN.

This time, she is taking the stage.

On Thursday 22 October, she will be presenting:

THE FUTURE OF MARKETING
How to unlock better results now, and prepare your marketing for 2027.

Aleisha began her media career at Mix 106.5 with one question in mind:

How do we get a better result for the client?

It is still the same question today, even though the landscape has changed dramatically.

More channels.
More technology.
More data.
More fragmentation.
More pressure to prove ROI.

And now AI is adding another layer of change.

The session will focus on practical questions:

Where is marketing investment being lost?

How can brands get more from the media they are already buying?

What does the modern customer journey really look like?

Where can AI genuinely help grow revenue, reduce costs and create efficiency?

And what needs to change now to prepare marketing for 2027?

Thanks to ARN, Aleisha has 10 complimentary tickets to give away.

📅 Thursday 22 October
⏰ 9:00 am to 11:00 am
📍 ARN Sydney, 40 Mount Street, North Sydney

DM for the private registration link.

12/10/2026

NEW EPISODE: How Do Great Brands Keep Growing When Everyone Already Knows Who They Are?

The Black Box of Media Season 4, Episode 16 is live.

Aleisha McCall sits down with Jodi Murray-Freedman, Chief Marketing Officer at Bakers Delight, to explore how one of Australia's most recognised retail brands continues to grow across 500+ bakeries.
Inside the episode:

✔️ Staying relevant when brand awareness is already established
✔️ The planning system behind every campaign
✔️ Why media is only part of the picture
✔️ Why customer experience matters more than technology alone

If you're responsible for growing an established brand, this one is for you.
Listen now on Spotify and Apple Podcasts or watch on YouTube.

Watch the full episode via the links in comments.

11/10/2026

What happens when you stop trying to reinvent your brand?

For an established brand, growth does not always mean changing what people already know and recognise.

Sometimes the bigger challenge is knowing what to evolve and what to protect.

In Episode 16 of The Black Box of Media, Jodi Murray-Freedman, Chief Marketing Officer at Bakers Delight, talks about the role familiarity and consistency play in building long term brand value.

▶️ Watch the clip to hear her perspective.

🎙️ The full episode launches tomorrow at 8.00 am.

The Black Box of Media | Season 4, Episode 16

08/10/2026

AI can help us produce more. But what should those efficiency gains actually give back to people?

At humAIn 2026, Aleisha McCall will join Lou Compagnone and Dr Patrick Aouad to explore the leadership choices that come with AI becoming part of how work gets done.

Because once work becomes more efficient, there is another question to consider. Do we simply expect more output, or do we use those gains to strengthen the people doing the work?

The conversation will explore:

👉 What should we protect before deciding what to automate?

👉 Where do people need to keep thinking, questioning and working through uncertainty?

👉 How can leaders tell when efficiency gains are masking a loss of capability?

👉 What would it look like for AI to make both the organisation and its people stronger?

There may not be easy answers, but these are conversations organisations need to be having.

humAIn 2026 | Sydney | 13 and 14 October

DM for a 20% guest discount code. Event and ticket link in the comments.

Address

Sydney, NSW
2000

Opening Hours

Monday	8:30am - 5pm
Tuesday	8:30am - 5pm
Wednesday	8:30am - 5pm
Thursday	8:30am - 5pm
Friday	9am - 5pm

Telephone

+61402368785

Website

https://www.ultimateedgecommunications.com.au/contact/

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