We discuss how entrepreneurs, small business owners, and even those looking to make that jump into starting a business can leverage technology to grow faster, more efficiently, and be more profitable all on a DIY budget.
…
continue reading
As I travel I have the chance to meet a host of very smart and accomplished people around the world. The objective of this podcast is for me to learn from them whether it is in business, investing, future and tech, or health. I welcome everyone to join my journey as we learn and grow together with this podcast.
…
continue reading
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 marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Synthetic customers meet synthetic CMOs (and CFOs): Evidenza clones Sharp, Ritson, Binet & Field to build annual marketing plans in minutes; Mars, EY sign-up
47:24
47:24
Play later
Play later
Lists
Like
Liked
47:24
The effectiveness “revolution” is colliding with the AI-spawned efficiency uprising and it’s leaping the early consensus AI use cases in marketing around automating personalised content and communications. So much so Mark Ritson choked on his Wellfleet oysters when Jon Lombardo and Peter Weinberg told him they were leaving top jobs at the LinkedIn-…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
MMM masterclass: Bupa’s open book on business data feeding Atomic 212° a benchmark for agency-client transparency and trust
40:00
40:00
Play later
Play later
Lists
Like
Liked
40:00
Marketing mix modelling (MMM) only works if brands grant their agencies access to critical business data – and many don’t in a perplexing and decades-long challenge. But equally, agencies can be guilty of slowing media pricing and audience data into their client MMM models, rounding out the two-way data conundrum. It’s ironic given all the talk of …
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Sir Martin Sorrell: UM’s ex-privacy boss Arielle Garcia ‘is right’ (partly) on $700bn online data ‘garbage'; Personalisation Netflix-style the future; AI, big tech will crunch intermediaries in three years ...
40:39
40:39
Play later
Play later
Lists
Like
Liked
40:39
Part Two: After last week's instalment with S4 Capital's founder and former WPP boss, Sir Martin Sorrell – in which he explained why the market cap of his next generation marketing services firm had plummeted from £5 billion to £300 million in the past three years – he's back for part two. We cover the consolidation of the $700 billion global digit…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Last click flaws ‘wasting 35 cents on marketing dollar’, search, display massively overvalued – while social and video an enormous opportunity: Analytic Partners and Meta on how to fix it.
42:16
42:16
Play later
Play later
Lists
Like
Liked
42:16
Most attribution analysis by digital marketing and analytics teams is too narrow to base marketing investment decisions on – and it’s leading to a chronic over-investment in paid search and under-investment in digital video according to Analytic Partners. The firm conducted a major study to unravel the gaps between digital attribution reporting for…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Sir Martin Sorrell on the $9bn valuation wipeout of his new-world holdco S4Capital – and why Publicis, Omnicom, Havas are ‘premier league’ players; Dentsu, WPP, IPG in ‘second division’.
38:14
38:14
Play later
Play later
Lists
Like
Liked
38:14
Part One: It's been three years since Sir Martin Sorrell was last on the Mi3 podcast - he declared then a mea culpa of sorts that he didn't - and couldn't - transform WPP, the giant marketing services holding company he founded in the 1970s, fast enough because it was listed. At the time (2021), Sir Martin’s next generation digital holding company,…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Market TV perceptions wayward: Ex-Seven CMO Mel Hopkins still backs TV, aligns with Nine CMO Liana Dubois warning marketers of 'dangerous swing' to platforms and dashboards over ROI
29:38
29:38
Play later
Play later
Lists
Like
Liked
29:38
Six weeks ago Mel Hopkins was rolled out of Seven amid a clinical round of cuts that added further fuel to the narrative that TV is in trouble as audiences bleed and revenue follows suit. But Hopkins, who as Optus CMO dumped the lion’s share of her media budget into Meta and Google, remains convinced TV is undervalued and undersold, says BVOD metri…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
B2B marketing fundamentals challenged: Bain-B2B Institute study consigns traditional lead gen, KPIs, metrics to bin as ‘hidden buyers’ missed, trillions lost
56:23
56:23
Play later
Play later
Lists
Like
Liked
56:23
$18 trillion’s worth of B2B transactions take place annually. But “40-60 per cent of deals get stalled”, says B2B Institute founder Jann Martin Schwarz, because B2B marketers are focusing on the wrong things and the wrong people. They are missing the “hidden buyers” that don’t show up in individual-focused lead gen and those buyers – procurement, f…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
From CMO to seven boards: Former Westfield, PepsiCo exec John Batistich's view on marketing from the top, why ageism hits marketers, not finance and talking customer over brand counters marketing’s cost ...
44:22
44:22
Play later
Play later
Lists
Like
Liked
44:22
Former PepsiCo, Kimberly-Clark, Interbrand and Westfield [now Scentre Group] marketer John Batistich transitioned to company board roles ahead of most – he’s now a non-executive director (NED) and advisor to seven boards, including the listed buy now pay later firm Zip Co, Muffin Break Bakeries and Jamaica Blue Cafes’ parent company FoodCo, Melbour…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Mi3 launches FY2025 Marketing & Customer Benchmarks - 105 companies, $3bn in marketing spend: Three-speed marketing emerges; customer KPI’s surge, c-suite cred rises, what next for agencies and AI’s early ...
40:29
40:29
Play later
Play later
Lists
Like
Liked
40:29
A deep, senior marketer study and report by Mi3, The Australian Marketing Institute (AMI), Qualtrics and Tumbleturn finds hard evidence across 105 top marketers responsible for $3bn-plus of budgets of an emergent three-speed marketing economy and upended KPIs and priorities. There are big question marks in key sectors such as retail around the effe…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Pressure cooker: Ecom harder, more expensive, marketers cut martech, brand spend and pile into performance, if not smart strategies in place you could pay more for less in FY25 – Simon Ryan
31:09
31:09
Play later
Play later
Lists
Like
Liked
31:09
RyanCap CEO Simon Ryan says 50 per cent of clients are “shifting a lot more money into search, digital and online video” as they scramble for immediate results and short-term sales going into FY25. Stubbornly high interest rates and crunched consumers mean major brand spending is likely off the cards for the foreseeable. “Any marketer going into a …
…
continue reading
![Artwork](/static/images/128pixel.png)
1
The pro-consumer privacy lobby speaks - and why the Federal Government listens on privacy reform clampdowns for cleanrooms, hashed emails, geolocation, loyalty data trading and new definitions of personal ...
1:00:45
1:00:45
Play later
Play later
Lists
Like
Liked
1:00:45
There’s little contention today that the pro-consumer privacy lobby is winning the war over industry on privacy reform - they’re informed on industry techniques, loaded with compelling consumer research and aligned entirely on the need for a clampdown on the collection and use of an individual’s online data trail. Former NSW Deputy Privacy Commissi…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Ex-UM privacy chief lifts lid: Google has ‘captured’ trade associations and holdcos, personalisation-precision a ‘fallacy’ based on ‘garbage’ data reaching 'fake people'
47:48
47:48
Play later
Play later
Lists
Like
Liked
47:48
Just how accurate is the user data being traded by advertisers, agencies and data firms in the $700bn global digital advertising system? The former Chief Privacy Officer of UM in the US, Arielle Garcia, is exasperated - it’s garbage she says and to prove it Garcia recently accessed her profile from an ad tech vendor and found she was in “500 differ…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Reclaiming kids from algorithms: Hyundai signs up to '36 Months' campaign, raising legal age to 16 for social media access - Nova’s Wippa and Finch’s Galluzzo urge more brands to walk purpose talk in likely ...
40:24
40:24
Play later
Play later
Lists
Like
Liked
40:24
Hyundai is the first brand - with some bravery - to have signed on to the 36 Months campaign to lift the minimum age for social media accounts from 13 to 16, launched by Nova Radio’s Michael ‘Wippa’ Wipfli and Rob Galluzzo, the boss of production company Finch. 36 months is the time a teen will reclaim from social media between 13 and 16 years. Gal…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
‘Angry religious fights’: Salesforce global President and CMO Ariel Kelman on re-engineering attribution from last touch to ‘deep learning’ model; why B2B market will follow and an AI-powered rebound is ...
27:37
27:37
Play later
Play later
Lists
Like
Liked
27:37
A year ago Ariel Kelman boomeranged back to Salesforce after a decade helming global marketing for the likes of Amazon Web Services and Oracle. As global President and CMO of the $200bn+ customer tech giant, he’s wasted little time shaking things up – and Kelman’s view that Salesforce had “lost our focus on sales pipeline and on marketing really be…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Out of home will be ‘20% programmatic within two years’, as ecom, retail, food, entertainment target brand and performance – but buying on CPMs alone misguided
44:58
44:58
Play later
Play later
Lists
Like
Liked
44:58
A year ago programmatic sales were just 2 per cent of QMS’ business. By the year-end, says Head of Programmatic, Laura Wall, it will be double digits. She says the market is starting to move, and latest SMI data, with pDOOH up 100 per cent in Q1, underlines that trend. Kinesso’s Chief Media Activations Officer, Michael Whiteside, thinks even that r…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
A little alarming’: ACCC net widens in latest data products and services report to breaches, fines, enforcement and consumer ‘harm’ beyond privacy reform – ID hashing, location data, clean rooms face more ...
58:39
58:39
Play later
Play later
Lists
Like
Liked
58:39
It’s not sexy but like AI, it’s going to affect your job – and your company. Another salvo in the fast approaching privacy regime set for tabling in parliament in August was fired last week by the ACCC around how personal information is collected and used by data firms – Experian, Nielsen, Publicis-owned Epsilon and Woolworths-owned Quantium were a…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Advertisers Opt for News Corp Australia’s Budget-Matching Test to Demonstrate Outcomes Impact of Intent Connect Over Cookies
37:10
37:10
Play later
Play later
Lists
Like
Liked
37:10
News Corp’s first party tech build is now at point where the publisher will match spend from customers using its new platform and run it in parallel with a standard cookie-based approach to prove it delivers much bigger reach and more sales. Via a “privacy compliant” approach using its first party data and data matching via the likes of Google, Liv…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
'Focused completely on the wrong thing’: B2B marketing set for a ‘renaissance' if marketers, sales teams decouple from individual lead ‘obsession' to the buyer groups who influence a company purchase
40:50
40:50
Play later
Play later
Lists
Like
Liked
40:50
In most B2B businesses lead generation, or individual qualified "lead gen” more accurately, is at the core of business marketing - certainly for the tech sector. The merits of focusing on groups of buyers influential in a large corporate purchase over an individual executive is not new, but what is has a veteranB2B marketing analyst warning that al…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
CommBank, Westpac, Suncorp, McDonald’s and KFC show market how to crack women’s sport sponsorship as audiences climb, engagement outpoints men’s
27:55
27:55
Play later
Play later
Lists
Like
Liked
27:55
The likes of CommBank, Westpac, Suncorp, McDonald’s and KFC are showing the rest of the market how to do women’s sports beyond just slapping on a logo – and it’s paying off in spades, according to GroupM Chief Investment Officer Mel Hey and Foxtel Media Head of Sport NSW, Caitlin O’Meara. But while existing men’s code sponsors are migrating spend i…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Chartered Accountants, AFL, Menulog, recruiters back Australian Marketing Institute’s push for all marketing industry execs to pursue Certified Practising Marketer status; Mi3 alliance announced, professional ...
50:41
50:41
Play later
Play later
Lists
Like
Liked
50:41
This conversation is about getting marketers, agencies, media and tech to become more like chartered accountants – in a good way. That is, have letters after their name that mark them out to employers, peers and recruiters as the most horizontally skilled and relevant in the business – and be required to continue learning every year to keep them. W…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
LiSTNR tech stack unlocks smarter behavioural targeting, new lookalikes and re-fires lapsed buyers and its data matching capabilities for brands
41:58
41:58
Play later
Play later
Lists
Like
Liked
41:58
‘Virtual professor’ Mark Ritson says advertisers should be allocating circa 11 per cent of media budgets to total audio. Problem is, the market’s not buying Ritson’s line. Audio’s dollar share is sitting just over half of that and static, despite broadcast audiences increasing 6 per cent since Covid and time spent on total audio surging 49 per cent…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
CX disconnect: Banks, carmakers, telcos failing to join customer dots, ‘gaming’ NPS, measuring wrong outcomes, undermining martech investments – but uni’s nailing it
38:55
38:55
Play later
Play later
Lists
Like
Liked
38:55
The stampede by companies into CX, with massive associated investments into martech, specialists teams and organisational overhauls, is having little impact on customer experience scores – and big banks, telcos, and car brands are at best benchmarked as average, despite investing billions collectively. CSBA Managing Director, Paul van Veenendaal, h…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Tourism NT rewires media strategy with partner Atomic 212°, overhauls martech in bid to see off rivals piling into still spending, but anxious, over 50s
35:41
35:41
Play later
Play later
Lists
Like
Liked
35:41
Tourism NT has always scored its biggest wins targeting the over 50s. Problem is, every other brand has twigged they’re the only one still spending. Cutting through is harder because other tourism bodies are going large on media to carve out their own slice. Plus, it’s already tricky for tourism operators to differentiate. Atomic 212°’s Asier Caraz…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Privacy and regulatory update: Banks, retailers, brands, loyalty operators, publishers face ‘substantial’ tightening on CX data, martech, adtech use as consumer groups wedge business lobby in Canberra ...
52:19
52:19
Play later
Play later
Lists
Like
Liked
52:19
There’s so much happening on the regulatory front it’s dizzying, so Mi3 called in the experts for an update - and it’s proven rather revealing: Despite intensive lobbying from loyalty scheme operators and beyond, Australia’s sweeping privacy law overhaul remains on course to land this year – with massive implications for just about every business. …
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Retail media meets ‘mobility media’: Uber ads global chief says Australia powering as Uber Ride brand ads drive hard sales via Uber Eats app – but funnel collapse pushes ‘brand-formance’ trend to the fore ...
41:49
41:49
Play later
Play later
Lists
Like
Liked
41:49
Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel “brand-formance” model - brand and performance market…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Cognitive overload puts marketing effectiveness in free-fall: Influence – not influencers – emerging as marketers’ antidote but industry assumptions require total flip
55:17
55:17
Play later
Play later
Lists
Like
Liked
55:17
Marketing effectiveness is getting worse. Dan Krigstein, Director of think tank The Growth Distillery and Ogilvy Chief Strategy Officer and Innovation Lead, Toby Harrison, have spent the last six months working out why – and building a framework they are now bringing to market in a bid to reverse the effectiveness slump. Their findings literally fl…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
'Media ecologist' Jack Myers: No humans for 80% of media planning, buying by 2030; creative-media forced back together, brand-publisher clean rooms surge, programmatic and retailer media hit new turbulence ...
43:21
43:21
Play later
Play later
Lists
Like
Liked
43:21
Five years ago media ecologist Jack Myers made a prediction in the second ever edition of Mi3: By 2025 media would be largely automated and almost totally AI-informed and just a quarter of sales would remain with people and ideas. It happened faster than even he thought. Now Myers predicts that within 12-18 months max, most media planning will be e…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
‘Not a paint by numbers solution’: David Droga joins Accenture Song’s global tech-creative posse to build NRMA Insurance’s ambition for a ‘world leading’ customer experience model; one brand team, one ...
54:47
54:47
Play later
Play later
Lists
Like
Liked
54:47
IAG Chief Customer & Marketing Officer Michelle Klein returned to Australia last May after more than a decade abroad and embarked on arguably one of the most ambitious – and interesting - corporate customer experience transformation programs in this market for a long time. Such was the complexity and need for top tech and creative talent across eve…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
‘30-40% more efficient than paid media’: Mastercard’s top APAC marketer on owned media’s revenue power; Sonder predicts banks about to show retail media how it’s done
44:48
44:48
Play later
Play later
Lists
Like
Liked
44:48
Julie Nestor was one of the earliest Australian marketers to leverage owned media at scale, first at Optus and American Express and now – via Hilton Hotels and eBay – at Mastercard. The APAC marketing chief says owned media helped Optus get beyond mobile and into broader media and communications – and moved the needle for Amex, both in bringing on …
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Next wave: Everything marketers need to know about the streaming-TV-online video shake-out – audience forecasts, advertising shifts, where next: Ampere Analysis
52:19
52:19
Play later
Play later
Lists
Like
Liked
52:19
Marketers and media companies had just about got to grips with audience fragmentation brought about by social media and online video. Now the next big wave is coming fast from global streamers piling into TV’s heartland with ad plays because their subscriber growth has maxed out. They’re targeting the young with localised reality shows, comedy and …
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Meta v media: Bosses from News Corp, Nine Publishing, Private Media, Capital Brief and ex-Coalition Minister Paul Fletcher unpack what’s next on Meta pulling news feeds - and Facebook and Instagram entirely ...
57:44
57:44
Play later
Play later
Lists
Like
Liked
57:44
Meta’s News Media Bargaining Code rug-pull lit up the media sector and has government, regulatory and lobbyist wheels spinning – some would say belatedly, given all the warning signals. Circa $70m in publisher cash - some argue it could be $100m - from Meta will no longer be on the table later this year, leaving Google the only game in town for a n…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Domino’s, Asahi see executive leaders buy-in to better decision-making; now moving Mutinex MMM beyond media’s P&L impact into business planning
32:23
32:23
Play later
Play later
Lists
Like
Liked
32:23
Domino’s and Asahi are both using Mutinex’s GrowthOS platform to make very different media investment decisions, faster, in a fluid market. Both have buy-in across the business after unlocking the impact of media investment on sales. Both are now taking the platform beyond media and into decisions around seasonality, pricing and planning. “It’s not…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
SCA cuts acquisition costs 60%, targets performance ad dollars by doing the same for advertisers with data matching clean room play
30:11
30:11
Play later
Play later
Lists
Like
Liked
30:11
People spend “roughly a third of their time, or four hours a day, listening to audio, yet only 6 per cent of ad revenues are coming towards the medium,” says SCA Chief Commercial Officer Seb Rennie. The network is betting on a data-powered push for performance ad dollars to change that with today’s launch of LiSTNR’s AdTech Hub. SCA has made huge g…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
‘Half the impact comes from creative’: System1 customer chief Jon Evans on how to sell-in emotional ad investment to cold, rational CEOs, CFOs – the CMOs nailing it, and why channel mix obsession will ...
50:03
50:03
Play later
Play later
Lists
Like
Liked
50:03
Future of TV Advertising international keynote Jon Evans is Chief Customer Officer at marketing effectiveness data firm System1 – and one of the world’s top marketing podcasters. He's on a mission to help marketers hold the line and sell-in emotional, creative campaign investment to rational, hard-nosed exec teams by better predicting its P&L impac…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
prDOOH power: Lion toasts 18% revenue gains, sells 100,000 more Guinness pints via prDOOH push; JCDecaux maps huge growth, but agencies lagging
35:31
35:31
Play later
Play later
Lists
Like
Liked
35:31
Guinness (part of the Lion portfolio), UM, Vistar, Kinesso, and Thinkerbell have just landed Australia's first ever Programmatic Campaign of the Year award after a smart, highly targeted Out-of-Home push delivered 100,000 extra pints sold. The trick? Targeting blokes near pubs stocking the dark elixir when the weather turned cold – with only 2,000 …
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Marketers ‘prefer arbitrage’ as Publicis, Omnicom power ahead of holdco posse; Dentsu ‘shrinking pains’ persist as dividing lines sharpen on agency network brands versus integrated offers, IT services ...
52:08
52:08
Play later
Play later
Lists
Like
Liked
52:08
When it comes to principal-based media trading, AKA arbitrage, “we can argue about the pros and cons but collectively [marketers] are saying that they kind of accept, if not sometimes prefer, that model,” says Madison and Wall founder and one-time WPP global business intelligence chief Brian Wieser. It’s no coincidence that two of the “most aggress…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
L’Oreal, Unilever, Diageo, Kellogg’s, Gucci, Mondelez and Ford pump ad budgets; Google, Amazon, Meta cut theirs and grow - Brian Wieser on resurgent performance spend sidestepping TV
43:41
43:41
Play later
Play later
Lists
Like
Liked
43:41
Some media companies are feeling the heat on what they describe as a tightening advertising market, particularly linear TV. But there's a very different story coming out of investor briefings in recent weeks at some of the world's biggest brands. Many brands are increasing their advertising and promotion and much bigger overall marketing budgets. S…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Crunch overcooked? APAC marketing chief says no slowdown as Uber plots grocery surge, ads business ramps up with attention, Carshare bids to cull 1m cars by 2029 – and why flipping ‘crazy’ performance ...
44:27
44:27
Play later
Play later
Lists
Like
Liked
44:27
At one point “the performance marketing [team’s] main KPI was actually how much investment they could deploy,” says Uber APAC marketing boss Andy Morley. “The mandate was spend, spend, spend … It was getting crazy.” But then they realised it wasn’t actually working. Then they flipped hard to brand – well above Binet & Field’s 60:40 heuristic – and …
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Lessons from Dove’s Campaign for Real Beauty: Unilever marketers forgot product in ‘purpose' mission; ESG the new corporate ‘Voldemort’ but employee, stakeholder strategies a ‘massive opportunity’ for ...
53:05
53:05
Play later
Play later
Lists
Like
Liked
53:05
It’s not often Suncorp’s CMO Mim Haysom is mentioned in the same conversation as Leonardo da Vinci but the latter’s rare ability to combine creative and analytical thinking is what 50 Australian CMOs working with WPP were briefed on recently as the next frontier for business growth and their own professional cred and advancement. Indeed, Marc de Sw…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
‘The whole supply chain is locked into a sense of omerta’: Why marketers, procurement, agencies, ad techs and publishers fear derailing programmatic ‘gravy chain’ – where 36 cents on every ad dollar is ...
49:27
49:27
Play later
Play later
Lists
Like
Liked
49:27
The ANA’s latest transparency report looks ugly for agencies, the ad tech supply chain, marketers and their procurement departments. Probably why its findings – just 36 cents on the programmatic dollar stand a chance of being seen by audiences – have been met with deafening silence. None of the big agency holdcos have piped up, while Google, The Tr…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Brand acrobatics: Adobe wrestles with ‘category awareness’ for CX, plots brand-demand offensive; B2B CMOs pump 2024 budgets as CFOs greenlight creative spend – MYOB, Canva, MailChimp nailing it
45:35
45:35
Play later
Play later
Lists
Like
Liked
45:35
It’s taken a couple of years, but the LinkedIn-backed B2B Institute’s mission to flip business-to-business marketing’s focus from performance to brand building – encapsulated by the Ehrenberg-Bass Institute penned 95:5 rule – is starting to land, crucially in the boardroom and exec leadership echelons. LinkedIn’s polling of B2B CMOs and CFOs sugges…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Marketing’s capability crunch: ANZ, Deloitte, Destination NSW marketing chiefs back Australian Marketing Institute bid to mirror Chartered Accountants, CPAs for industry-wide professional certification ...
45:03
45:03
Play later
Play later
Lists
Like
Liked
45:03
Marketing remits are expanding faster than most professions but unlike accounting or engineering, it remains splintered and without common professional capabilities, standards and accreditation. Indeed, marketing, agency, media and customer tech professionals across the entire customer and marketing supply chain risk career irrelevance because they…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Owned media v retail media: Commbank, ANZ, Telstra invest in owned channels as sector’s commercial value increases 10% to $4.3bn; Financial services up 19% as non-retail brands eye upside
41:13
41:13
Play later
Play later
Lists
Like
Liked
41:13
Owned media in Australia – brands’ own websites, email, apps, instore and social assets – now has $4.3bn in commercial potential. It could reach $5bn in as little as 12 months as brands, eyeing the growth of retail media, start to realise the value of their own media channels. Valuation firm Sonder has just released its annual Owned Media Market Re…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Jaguar Land Rover notches 200 per cent audience uplift through new OOH performance reporting: QMS lifts TV playbook with audience guarantees, make-goods; OMG piles in
25:09
25:09
Play later
Play later
Lists
Like
Liked
25:09
Jaguar Land Rover spotted an opportunity earlier this year in the lead up to Sydney's Vivid festival, where circa 3 million people show up for 23 days of live shows, music and forums. The carmaker needed to build awareness fast for the new Land Rover Defender and part of the brief included large out-of-home formats. Given the expected surge in peop…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Master brand plan: Arnott’s CMO Jenni Dill, Publicis Groupe CEO MikeRebelo on how Arnott’s lifted 10% sales growth across entire portfolio via market mix modelling, media benchmarking, creative testing ...
54:16
54:16
Play later
Play later
Lists
Like
Liked
54:16
Arnott’s last month landed the Advertising Council’s Grand Effie after launching a master brand campaign that CMO Jenni Dill says delivered “10 per cent sales growth in dollar terms and three quarters of a share point growth” across the portfolio. It also helped put Arnott’s ahead of the three-year growth plan she’d had to present to the board 13 d…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Measuring BVOD, TV and YouTube and footfall in one hit: Kmart, Kinesso and UM think Beatgrid may have cracked cross-media measurement
48:00
48:00
Play later
Play later
Lists
Like
Liked
48:00
Figuring out where potential customers are in the hectic media system and not waste budgets reaching them across disparate channels is driving marketers and media agencies to experiment with some interesting alternatives in cross-media audience measurement. Kmart, its agency UM and IPG tech stablemate Kinesso, think they have landed on a winner – B…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Last supper: Outgoing creative chief at Accenture Song and The Monkeys Scott Nowell on culturally infiltrating Accenture, failed beer fridge bans, pulling a reverse takeover of Saatchis and why Accenture ...
41:25
41:25
Play later
Play later
Lists
Like
Liked
41:25
Many predicted The Monkeys would be “roadkill” when Accenture in 2017 paid $63m for Australia’s hottest ad agency, its creative culture steamrollered by the immaculately polished heads of the consulting world. Instead, says creative chief Scott Nowell, who last week departed the agency he co-founded, The Monkeys began a cultural infiltration missio…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
‘It’s given us a lot of credibility within the business to keep pushing’: Samsung Australia’s Carl Bunn on using MMM to prove what’s working – and win over sceptics
36:26
36:26
Play later
Play later
Lists
Like
Liked
36:26
The problem with Samsung’s previous market mix models was they were too slow, says Carl Bunn, Head of Data and Solutions at Samsung Australia. By the time results came back in, “we’d moved on,” says Bunn. Part of that was on Samsung: Consistency of data is key, says Bunn, and lack of it scuppered much prospect of MMM agility. But having done the “s…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
GroupM’s global boss Christian Juhl, ANZ CEO Aimee Buchanan on Netflix ads, linear TV’s end game and why measurement sits at the heart of all marketer conundrums
52:02
52:02
Play later
Play later
Lists
Like
Liked
52:02
GroupM global boss Christian Juhl says rival holdcos may now regret spending “billions of dollars on cookie-based solutions or personally identifiable information” as privacy moves dead centre in regulatory affairs.. Some, he says, “are going to be sitting on a razor’s edge about whether they are going to be compliant ... it will definitely have ra…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Ecom’s boom meets reality check: Focus on CX, efficiency and making money kicks-in hard as Amazon ramps up, puts pure-plays under existential pressure
51:59
51:59
Play later
Play later
Lists
Like
Liked
51:59
Ecom’s runaway train has hit the buffers. Now brands must sweat massive investments made over Covid much harder, grappling simultaneously with how to drive profitable growth without harming customer experience. Expect a wholesale to push into loyalty and retail media, per Accenture Song MD and ANZ Commerce Lead Peter Davias. Meanwhile, he thinks Am…
…
continue reading