Tony Thomas
Chief Marketing and Digital Officer
NOVA Entertainment

A Smooth way to Success

A look at the key drivers of success of smoothfm in Australia from its highly successful launch in 2012 to the current number 1 FM radio station. The session will cover positioning, launch, approach to music, marketing and the subsequent extension of the smooth brand into other media.


Tony Thomas has been NOVA Entertainment’s Group Marketing Director since August 2010 and in July 2014 became Chief Marketing and Digital Officer with the additional responsibility of overseeing the company’s digital strategy.


 NOVA Entertainment owns and operates the national Nova Network, smoothfm in Sydney and Melbourne, the talk station FIVEaa in Adelaide and Star 104.5 on the Central Coast of NSW. NOVA Entertainment also has three digital radio stations smoothfm, Coles Radio and Koffee.


 Since joining NOVA Entertainment, Thomas has overseen the launch of smoothfm in Sydney and Melbourne in May 2012, one of the fastest growing media brands in the radio landscape. smoothfm’s launch campaign, featuring Michael Bublé, was recognised with an Australian Commercial Radio Award (ACRA) for Best Marketing Campaign. Thomas also was instrumental in the rebrand of dmg Radio Australia to NOVA Entertainment in February 2014, to reflect the company’s diversification into a media and entertainment brand.


 Thomas is also on the Commercial Radio Australia (CRA) brand committee.


 With an impressive career spanning over 20 years, Thomas has extensive experience in advertising, media and marketing across many multi-national companies.


 Prior to joining NOVA Entertainment, Thomas was Head of Advertising and Media the Coles Group, Managing Director for the specialist digital agency The Population, Marketing Director for ninemsn, Marketing Director for PepsiCo, Marketing Manager for Vodka Diageo and Brand Manager for Uncle Tobys.