Mi3 Audio Edition
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Mi3 Audio Edition
A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marke...
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Agencies, holdcos to become media owners, fin services with principal trading, retail media products; media owners merge and consolidate for cost-out, not transformation – Media ecologist Jack Myers calls the next three years
Six years ago, media ecologist Jack Myers called it right on the almost total automation of media buying. Now he says extending principal trading mode...
Dopamine hunters: Why 30 per cent of agency, media set are likely neurodivergent, how mobiles really hurt deep thinking and hot consumer segments overlooked
What happens when you get a neurodivergent, a dopamine dissident and a socio demographic myth buster riding the boundaries of the media and marketing...
Nine’s MMM trial early results: MAFS boosts trust for Westpac, Love Island Australia smashes Cointreau consideration, Kia prepares to move money – but ROI dangers lurk
Last October Nine corralled a posse of market mix model (MMM) providers, co-funding a program to prove what its assets could do in hard business terms...
Seventh Wave Rising: AI to slash SaaS pricing, collapse tech stacks, kill search as we know it - and why marketers should wait before locking in
Host: Andrew Birmingham - Editor - CX | Martech | Ecom
AI is reshaping the rules of business at breakneck speed - and likewise for marketing. Le...
‘Growing out’ of YouTube: 120,000 long-form TV, movie titles send ad-funded Tubi’s biggest audience – Gen Z and millennials – down retro rabbit holes and ‘vertical fandoms’ - News Australia completes “All Screens” masterplan
Just when you thought the bulging TV, BVOD, streaming and video sector had peaked with too many consumer and advertiser choices, along comes the no-su...
YouTube steaming to ad revenues of $50bn, recasts TV to creator economy as UK broadcasters claim ‘reach fail’, top 200 channels dominated by kids - and Peppa Pig
YouTube last week officially ousted the UK’s biggest commercial broadcaster ITV as the video platform now second only to the BBC in audience size, acc...
The CMO Awards Podcast Ep8: Building brand for demand: Michael Hill, Reflections Holidays, Allianz CMOs on the business case and foundations for a brand-first marketing strategy
Host: Nadia Cameron - Editor - Marketing | Associate Publisher
Brand evolution: It’s in the sights of every marketer, but how do you honour the...
‘700% outperformance’: Employment Hero and Salesforce bring B2C playbook to B2B, watch lead costs tumble, growth power – but diverge on in-housing vs agencies amid AI shift
Employment Hero and Salesforce are at opposite ends of the B2B spectrum. One’s a rapidly scaling $2bn platform, the other a $260bn behemoth. But both...
Top ten global martech analyst Scott Brinker says tech vendor consolidation has begun, agentic AI’s impact deep on marketers to master a complex, multi-agent future
Host: Andrew Birmingham, Editor - CX | Martech | Ecom
Mi3’s tech editor Andrew Birmingham is joined by global Martech doyenne and Chief Martec's...
‘People’s jobs will be changed’: Salesforce global CMO on how AI agents are the new digital labour force rapidly reshaping customer service, marketing and commerce; plus the ‘false precision’ of brand attribution
It’s less than a year since Salesforce launched autonomous AI agents into the wild. But the bots are already reshaping business functions. In the US,...
The CMO Awards Podcast Ep7: Winners and finalists part 2: Uber, Guzman y Gomez CMOs reveal what makes their distinct marketing approaches effective
Their remits and responsibilities seem poles apart, but Guzman y Gomez global CMO, Lara Thom, and Uber CMO APAC, Andy Morley share strikingly similar...
Super Cannes 25: Suncorp’s Brand, CX boss Mim Haysom on influencers; Why EY Parthenon says risk and creative works for c-suite and Tassal’s Matt Vince is thinking global
Cannes was heaving with influencers striking deals, but the message from top marketers, academics and consulting firms was consistent: Go back to fund...
The CMO Awards Podcast Ep6: Best Growth Initiative of the Year in focus: CMOs of Arnott’s Group, Flintfox share how they unlocked growth opportunities in the very different worlds of B2C and B2C
This year’s inaugural CMO Awards weren’t just a showcase of Australian marketing leaders doing an excellent job of marketing stewardship and effective...
Blending Sharp and Ritson: Distinctive differentiation and custom media moves needle for CommBank, Subway, NRMA Insurance as News Australia shifts approach.
Byron Sharp is a distinctive assets maximalist, suggesting how brands look and are recognised and embedded into people’s minds is more important than...
Omnichannel planning cuts ad fatigue, builds brand, speeds sales: New research shows how; Nunn Media cuts acquisition cost 24%
Marketing budgets are declining just as paid media costs are rising – meaning brands get less for every dollar spent, and fewer dollars to start with....
The CMO Awards Podcast Ep5: Winners and finalists part 1: Why sticking it out for the long term is so important to the marketing chiefs at Intrepid, Kennard’s Hire and Patties Foods
While the numbers have been improving, CMOs still have the shortest tenure in the c-suite globally. Spencer Stuart data shows CMOs in Fortune 500 comp...
‘It’s all double duty’: A CMO, a CEO and an agency boss on brand v performance myths, the ‘mother metric’, and expensive mistakes to avoid
The marketing funnel doesn’t exist, suggests RAA CMO, Michael Healy. He thinks “too many marketers get too ideological about how you have to do brand...
Kahneman subverted: Behavioural economics weaponised as dark patterns pump ecom, platform profits – prepare for legal change, warns Consumer Policy Research Centre
Lawmakers around the world are setting their sights on ‘dark patterns’, the way consumer choice is manipulated wholesale by companies for profit – eit...
The CMO Awards Podcast Ep4: Earning the CEO and CFO’s respect: What former marketing chiefs from Jurlique, Aldi, Mercer plus Tourism Australia’s former CFO did to better narrate the commercial value of marketing
Host: Nadia Cameron - Editor - Marketing | Associate Publisher
Short CMO tenure, job complexity, unrealistic expectations of delivery – commonly...
The CMO Awards podcast Ep3: Why we need ‘growth’ in job titles: Former and current marketing leaders from Lion, SiteMinder and McCain on how they’ve oriented teams and culture to drive new growth and brand ambitions
Host: Nadia Cameron - Editor - Marketing | Associate Publisher
At its core, the job of the CMO is to deliver business growth. And if Mi3’...
The CMO Awards podcast Ep2: Tourism Australia, Google and ABC marketing chiefs on how they have won friends and influenced people – from CEO and exec stakeholders to staff
Host: Nadia Cameron - Editor - Marketing | Associate Publisher
Being able to convince others is the most critical skill marketers need to posses...
Short-term ‘trap’: Oxford Uni professor warns on TV industry plan to build outcomes model – but still thinks they should build it; says agencies hold key to advertising beyond reach, and can lift his code
Oxford University Associate Professor Felipe Thomaz was a runaway Mi3 hit last year with a peer-reviewed paper that smashes the economics and relevanc...
Suncorp, OMD and Foxtel talk TV, streaming and sport sponsorships and where media measurement, outcomes need to go next
It was the sudden declines in footy audiences that did it for Suncorp Executive Manager of Media, Greg Kearney and OMD Chief Media Partnerships Office...
Eyes on the pies: How Four'N Twenty and QMS struck new customer gold by mashing real-time Olympics content and dynamic ads – sales soar 30%
Four’N Twenty pies are literally baked-in to footy and Patties Food Group marketing boss Anand Surujpal gets a related proposition across his desk eve...
Bench strength: How Freedom Furniture, Wesfarmers Health, REA Group CMOs are keeping the crazy pace on team capability and next for the Australian Marketing Institute’s skills assessment and capability program
Host: Nadia Cameron, Editor - Marketing | Associate Publisher
Amid all the hype, excitement and trepidation around digital, marketing automation...
‘Time to harvest’: SCA chief John Kelly on LiSTNR’s rise to payback machine, ‘insatiable’ demand, and an opportunity that Meta and co. have missed
SCA has spent four years building its uber-app LiSTNR from idea to the fulcrum of its audio business. It’s got 2.25m logged-in users, knows their post...
‘Clients in on it, boatloads of cash, complex, opaque corporate structures’: Principal media arbitrage trading spreads to TV, out of home, audio as holdco’s, retail media pile in; ex-IPG, GroupM, Omnicom execs on fixes
Host: Paul McIntyre | Executive Editor
Media agency holding company CEOs are openly acknowledging the importance of arbitrage-based principal tr...
‘Size the opportunity, then seize it’: Flight Centre global CMO prepares for category expansion, revenue take-off via owned media-publisher pivot
Four years ago, Flight Centre’s global CMO Megan Henderson was tasked with leading a sweeping restructure of Flight Centre’s worldwide marketing opera...
‘Reach alone no longer works’: Why News Australia fired up engagement debate and how Tubi video streaming rights will shake-up BVOD with audience intent signals to sell more Subways
Mi3’s most read story of 2024 came via an Oxford University marketing scientist’s peer-reviewed paper underlining precisely why not all reach is equal...
The CMO Awards Podcast Ep 1: Former CMOs of Westfield, Audi, Kimberly-Clark reveal relentless financial scrutiny, growth intent and risk factors driving exec and board expectations of marketing
Welcome to the first in our CMO Awards podcast series, powered by Mi3. This limited-episode series dives into the key topics and issues making up how...
‘The accountability for creativity stops with me’: Suncorp’s brand-CX chief Mim Haysom dukes it with Sir John Hegarty and Val Morgan Cinema’s Guy Burbidge on attention, entertainment, culture and marketing’s creative conundrum
Mim Haysom’s world-beating, Cannes-winning One House initiative at Suncorp in 2022 was a big bold bet on innovative, mould-breaking marketing that Sun...
Two second rule: System1 and JCDecaux effectiveness research shows 70% of Out-of-Home ads fail, the brands nailing it – and seven easy fixes
A world first creative benchmarking study from System1 and JCDecaux has run stacks of Australian Out-of-Home ads through its globally-renowned effecti...
CDP Payoffs and Pitfalls: Australian brands are slashing customer acquisition costs, gaining behavioural insights, and getting ready for AI in their customer data tech but the devil hits in implementation
Host: Andrew Birmingham, Editor - CX | Martech | Ecom
Two years after a Mi3 published a comprehensive analysis of the customer data market in Au...
SCA backs hyper-local radio, earlier ad integration to beat rival’s $200m metro talent transplant, rides anti-global, anti-algo new wave
Rival radio networks are transplanting big talent from Sydney and trying to make it work in Melbourne.
SCA Chief Content Officer, Dave Cameron,...
'Marketers are buying this’: Pitfalls and ‘lies’ to avoid on junk user data, clean room matching, MMM, incrementality tests - and B2B tech: Melbourne Business School Associate Professor Nico Neumann
Nico Neumann is deep in the weeds on digital marketing attribution, market mix modelling [MMM] and incrementality testing – likewise the dangers of na...
Flywheels over funnels, intimacy, ‘low martech’ and influence over mass ‘shotgun’ reach: Four Pillars cofounder on repeating the trick globally under Kirin-owned Lion
Four Pillars Gin is now four times the size of the entire Australian premium gin category when it started in 2013. Much of the category’s explosive gr...
The fractional CMO explosion: Why the emerging exec gig economy is giving experienced marketing leaders freedom to leverage their craft without political and organisational angst
When experienced B2B marketer and former agency planner Taz Bareham decided to take on the title of 'Fractional CMO' three years ago, there were a han...
Faster decisions that move profit needle, quantifying loyalty programs' dollar value: Where Optus and Michael Hill go next with MMM
The upside of market mix modelling (MMM) is it “certainly helps with credibility,” when proving marketing’s return on investment, per Optus consumer m...
Maurice Blackburn flags Australian publisher class action against Google for alleged bid rigging, Meta collusion; $8bn Canadian publisher lawsuit paves way
Australian law firm Maurice Blackburn is investigating a publisher class action against Google in a strikingly similar $8 billion lawsuit already unde...
B2B’s hard new playbook: Don’t bet everything on chasing marketing qualified leads – most buyers call you and have already made their choice when they do
The B2B world is a market where you don't call customers, customers call you - although it’s the opposite of widespread B2B marketing assumptions and...