Mi3 Audio Edition

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 markete

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Season 1


Australia’s blue chips can make 90 per cent profit margins from owned media and use it to fund growth. Should publishers be worried?

On average, a large Australian business can unlock $82m annual revenue from its owned media – physical and digital, according to Sonder. The biggest brands could theoretically book $500m. They won’t go that far, but banks, telcos, airlines and consumer packaged goods brands shouldn’t fear ‘tattooing the baby’ – putting other brands on their own, per the firm. But they must recognise the value they are giving away cheaply, or for free. “These organisations are sitting on incredibly powerful media channels, very often undervalued,” says Sonder co-founder Angus Frazer. “Websites, emails, gondola ends, in-store posters… in the connection economy, every medium matters and every medium has value.” Here’s how to unlock yours.

Australia’s blue chips can make 90 per cent profit margins from owned media and use it to fund growth. Should publishers be worried?

On average, a large Australian business can unlock $82m annual revenue from its owned media – physical and digital, according to Sonder. The biggest brands could theoretically book $500m. They won’t go that far, but banks, telcos, airlines and consumer packaged goods brands shouldn’t fear ‘tattooing the baby’ – putting other brands on their own, per the firm. But they must recognise the value they are giving away cheaply, or for free. “These organisations are sitting on incredibly powerful media channels, very often undervalued,” says Sonder co-founder Angus Frazer. “Websites, emails, gondola ends, in-store posters… in the connection economy, every medium matters and every medium has value.” Here’s how to unlock yours.

40:56

EP131 - S1

17 Jun 21

Life after Seven: Airtasker CEO on its new customer growth strategy and bid for global scale without big media backing

ASX-listed ‘gig economy’ platform Airtasker ramped up after selling equity to Seven West Media, “one of the best moves in our history,” says CEO Tim Fung. But that deal ended in March and now he must repeat the trick – while trying to go global – without big media budgets. Fung’s backing Airtasker Listings, its latest iteration, to drive product discovery and power customer growth. So far it’s working, and the ‘long tail’ of local services is starting to wag the dog. But while demand is “exploding”, Australia’s skills crunch is driving up prices.  Fung urges Mi3 readers with skills to join the platform. Even he’s side-hustling for $500 a pop.  

Life after Seven: Airtasker CEO on its new customer growth strategy and bid for global scale without big media backing

ASX-listed ‘gig economy’ platform Airtasker ramped up after selling equity to Seven West Media, “one of the best moves in our history,” says CEO Tim Fung. But that deal ended in March and now he must repeat the trick – while trying to go global – without big media budgets. Fung’s backing Airtasker Listings, its latest iteration, to drive product discovery and power customer growth. So far it’s working, and the ‘long tail’ of local services is starting to wag the dog. But while demand is “exploding”, Australia’s skills crunch is driving up prices.  Fung urges Mi3 readers with skills to join the platform. Even he’s side-hustling for $500 a pop.  

42:16

EP130 - S1

15 Jun 21

Why aren’t ads featuring women funny? How to be funny ha ha, avoid offence and triple engagement from women seeking an ‘antidote to perfection’

Kellogg’s Australian Marketing Director Lucie Wolstenholme has never written humour into an agency brief but says it can do wonders for audience engagement – think Yellow Pages’ ‘Not Happy, Jan’ and BigPond’s ‘Too many rabbits in China’. “It’s a fine art to use humour without falling offensive or flat,” she says. Only a fifth of ads featuring women use humour, compared to more than half of ads featuring men, according to research from Are Media. ABC Radio host and comedian Wendy Harmer reckons 25 to 35-year-old men can’t be expected to write humour well for women. “You need that lived experience and relatability,” she says. Are Media’s Jane Waterhouse says humour delivers in spades: “We found that humour was three times more engaging than standard communication.”

Why aren’t ads featuring women funny? How to be funny ha ha, avoid offence and triple engagement from women seeking an ‘antidote to perfection’

Kellogg’s Australian Marketing Director Lucie Wolstenholme has never written humour into an agency brief but says it can do wonders for audience engagement – think Yellow Pages’ ‘Not Happy, Jan’ and BigPond’s ‘Too many rabbits in China’. “It’s a fine art to use humour without falling offensive or flat,” she says. Only a fifth of ads featuring women use humour, compared to more than half of ads featuring men, according to research from Are Media. ABC Radio host and comedian Wendy Harmer reckons 25 to 35-year-old men can’t be expected to write humour well for women. “You need that lived experience and relatability,” she says. Are Media’s Jane Waterhouse says humour delivers in spades: “We found that humour was three times more engaging than standard communication.”

32:17

EP129 - S1

10 Jun 21

Creamed by media agencies, only ‘small data’ can save publishers about to be pummelled by retail media…if creative agencies don’t sink everyone

Publishers are getting their backsides handed to them by agency groups because the agencies have moved almost entirely away from relationship-based decision making. They may not be leading negotiations, but the data natives are calling the shots.  According to media ecologist and MediaVillage founder, Jack Myers, perhaps only “small data” that unlocks relevant insight can save media sellers – at least those smart enough to stop trying to compete with Google and Facebook. Creative agencies, he says, need to get with the programme or risk dragging legacy media down entirely. 

Creamed by media agencies, only ‘small data’ can save publishers about to be pummelled by retail media…if creative agencies don’t sink everyone

Publishers are getting their backsides handed to them by agency groups because the agencies have moved almost entirely away from relationship-based decision making. They may not be leading negotiations, but the data natives are calling the shots.  According to media ecologist and MediaVillage founder, Jack Myers, perhaps only “small data” that unlocks relevant insight can save media sellers – at least those smart enough to stop trying to compete with Google and Facebook. Creative agencies, he says, need to get with the programme or risk dragging legacy media down entirely. 

42:14

EP128 - S1

7 Jun 21

“Mea culpa” - Sir Martin Sorrell admits he couldn’t move fast enough to reengineer WPP, but says global ad groups must go private, before it’s too late

After three years throwing jabs at erstwhile rivals, Sir Martin Sorrell finally admits he couldn’t change WPP fast enough. He says public company structures doom the holdcos to failure, hobbling their ability to change direction at the requisite speed. Meanwhile, he blasts WPP AUNZ’s attempts to effect change, suggesting the London-controlled group will remain ‘’rudderless’’ if it fails to appoint a strong parochial leader. Naturally, everyone else gets a poke too as Sorrell graces Mi3’s 100th podcast, which probably isn’t suitable for the thin skinned.

“Mea culpa” - Sir Martin Sorrell admits he couldn’t move fast enough to reengineer WPP, but says global ad groups must go private, before it’s too late

After three years throwing jabs at erstwhile rivals, Sir Martin Sorrell finally admits he couldn’t change WPP fast enough. He says public company structures doom the holdcos to failure, hobbling their ability to change direction at the requisite speed. Meanwhile, he blasts WPP AUNZ’s attempts to effect change, suggesting the London-controlled group will remain ‘’rudderless’’ if it fails to appoint a strong parochial leader. Naturally, everyone else gets a poke too as Sorrell graces Mi3’s 100th podcast, which probably isn’t suitable for the thin skinned.

01:02:25

EP127 - S1

31 May 21

'Reach trumps morality every time': Brands talking a good game on diversity but…10 ViacomCBS on “No diversity, no commission” for TV shows

Publishers and programmers believe audiences are more purpose-driven than ever and are pushing hard to reflect greater diversity within their slates. Yet "reach trumps morality every time" when it comes to buying TV ads, according to Innocean Australia CEO Jasmin Bedir. 10 ViacomCBS National Creative Director Michael Stanford and Eureka Productions Head of Entertainment Sophia Mogford on how changing the narrative will help brands keep customers.

'Reach trumps morality every time': Brands talking a good game on diversity but…10 ViacomCBS on “No diversity, no commission” for TV shows

Publishers and programmers believe audiences are more purpose-driven than ever and are pushing hard to reflect greater diversity within their slates. Yet "reach trumps morality every time" when it comes to buying TV ads, according to Innocean Australia CEO Jasmin Bedir. 10 ViacomCBS National Creative Director Michael Stanford and Eureka Productions Head of Entertainment Sophia Mogford on how changing the narrative will help brands keep customers.

35:29

EP126 - S1

27 May 21

Shift happens: Unilever global media chief predicts “seismic” impact from advertisers’ push for cross-media measurement, with Australia “following fast”

Long reluctant to fund industry metrics, advertisers are finally putting their hands in their pockets in a bid to cut out “10 per cent plus” of wasted media spend globally. They are bankrolling a single source pilot for cross-media measurement and Australia has pledged to “fast follow” the UK-US lead on what has been dubbed Project Origin.  The upshot will be “seismic” according to Unilever’s VP, Global Media, Sarah Mansfield and will cause “a lot of angst in some quarters,” acknowledges the AANA’s John Broome. Change is coming and media owners, agencies and measurement providers need to get across it, fast. WFA Director of Global Media Services Matt Green and ISBA’s Project Origin Director, Richard Holtan, join Paul McIntyre on the mics.

Shift happens: Unilever global media chief predicts “seismic” impact from advertisers’ push for cross-media measurement, with Australia “following fast”

Long reluctant to fund industry metrics, advertisers are finally putting their hands in their pockets in a bid to cut out “10 per cent plus” of wasted media spend globally. They are bankrolling a single source pilot for cross-media measurement and Australia has pledged to “fast follow” the UK-US lead on what has been dubbed Project Origin.  The upshot will be “seismic” according to Unilever’s VP, Global Media, Sarah Mansfield and will cause “a lot of angst in some quarters,” acknowledges the AANA’s John Broome. Change is coming and media owners, agencies and measurement providers need to get across it, fast. WFA Director of Global Media Services Matt Green and ISBA’s Project Origin Director, Richard Holtan, join Paul McIntyre on the mics.

44:03

EP125 - S1

24 May 21

Yes, ‘premium’ digital content is a thing: why Dentsu’s Pat Darcy and GroupM’s Claire Butterworth say groundbreaking new research is self-serving but right

Digital marketers have forever resisted the idea that premium digital content exists, due mainly to a two-decade obsession with online direct response tactics. But a groundbreaking research study shows some “premium" sites and content are 2.5x more impactful on memory for brand messages than “run of internet”. GroupM’s Claire Butterworth and Dentsu’s Patrick Darcy say ThinkPremiumDigital's data is self-serving but robust, believable and long needed.

Yes, ‘premium’ digital content is a thing: why Dentsu’s Pat Darcy and GroupM’s Claire Butterworth say groundbreaking new research is self-serving but right

Digital marketers have forever resisted the idea that premium digital content exists, due mainly to a two-decade obsession with online direct response tactics. But a groundbreaking research study shows some “premium" sites and content are 2.5x more impactful on memory for brand messages than “run of internet”. GroupM’s Claire Butterworth and Dentsu’s Patrick Darcy say ThinkPremiumDigital's data is self-serving but robust, believable and long needed.

40:55

EP124 - S1

20 May 21

If we don’t get the balance right, people’s careers suffer and our cultures fade: Why getting home-office balance right will decide media and marketing's future

If people don’t come back to the office, culture suffers – and Australian businesses already appear to have a major culture problem, according to Professor Karl Treacher, with nine in ten workers saying they are happier at home. Workers have had a taste of flexibility and freedom – and while some are desperate to get back to the buzz of office structures, not everybody is buying-in. There’s no going back, so leaders must find a way forward, says OMD’s Amy Buchanan, The Hallway’s Jules Hall, AFL Media’s Sarah Wyse and Pedestrian Group’s Matt Rowley. All while trying to create more sustainable working patterns as the ever-present threat of burnout looms. 

If we don’t get the balance right, people’s careers suffer and our cultures fade: Why getting home-office balance right will decide media and marketing's future

If people don’t come back to the office, culture suffers – and Australian businesses already appear to have a major culture problem, according to Professor Karl Treacher, with nine in ten workers saying they are happier at home. Workers have had a taste of flexibility and freedom – and while some are desperate to get back to the buzz of office structures, not everybody is buying-in. There’s no going back, so leaders must find a way forward, says OMD’s Amy Buchanan, The Hallway’s Jules Hall, AFL Media’s Sarah Wyse and Pedestrian Group’s Matt Rowley. All while trying to create more sustainable working patterns as the ever-present threat of burnout looms. 

44:12

EP123 - S1

17 May 21

QMS Media breaks silence on City of Sydney street furniture blue print to rival world’s best cities

City of Sydney's street furniture network will be 70% digital and boast sustainable materials and “green roof” design features to rival Amsterdam and London as global “connected city” leaders. 

QMS Media breaks silence on City of Sydney street furniture blue print to rival world’s best cities

City of Sydney's street furniture network will be 70% digital and boast sustainable materials and “green roof” design features to rival Amsterdam and London as global “connected city” leaders. 

29:33

EP122 - S1

13 May 21

‘The larger the marketer, the more subject to fraud they are’: Why advertiser complicity and complacency could be masking ad fraud’s true extent

Ad fraud is “the ultimate white collar crime” and is woefully underestimated and reported, according to NY-based digital marketer Augustine Fou. He thinks it could be more lucrative for criminals than even the international drugs racket: There is no product to move, hardly any risk of getting caught, and little punishment for the few that do. Yet marketers don’t seem to care. As advertiser peak bodies like the ANA prepare to dive back in to supply chain transparency, Fou suggests they will again get nowhere because they are asking the wrong questions. Likewise he says by focusing primarily on invalid traffic, verification firms are looking in the wrong places, cuckolding marketers as a result. Fou advises marketers to emulate the likes of P&G, Uber and Airbnb: Pause digital spending and measure not “vanity metrics”, but business impacts – if any.

‘The larger the marketer, the more subject to fraud they are’: Why advertiser complicity and complacency could be masking ad fraud’s true extent

Ad fraud is “the ultimate white collar crime” and is woefully underestimated and reported, according to NY-based digital marketer Augustine Fou. He thinks it could be more lucrative for criminals than even the international drugs racket: There is no product to move, hardly any risk of getting caught, and little punishment for the few that do. Yet marketers don’t seem to care. As advertiser peak bodies like the ANA prepare to dive back in to supply chain transparency, Fou suggests they will again get nowhere because they are asking the wrong questions. Likewise he says by focusing primarily on invalid traffic, verification firms are looking in the wrong places, cuckolding marketers as a result. Fou advises marketers to emulate the likes of P&G, Uber and Airbnb: Pause digital spending and measure not “vanity metrics”, but business impacts – if any.

55:00

EP121 - S1

10 May 21

RyanCap’s Simon Ryan reveals his grand 2025 plan for a digital transformation consulting, media, tech, and data powerhouse

By 2025 former Denstu ANZ CEO Simon Ryan figures two communications holding companies will be gone from the Australian market, a huge shift to “brand commerce” will be well underway - where every brand engagement with a consumer carries an opportunity to buy - and RyanCap will be aligned with either a private equity play, a public listing or another strategic equity partner. “We’ve got to be sensible and focus on what clients need and want,” he says. “Some local and international companies won’t survive the next two years.” 

RyanCap’s Simon Ryan reveals his grand 2025 plan for a digital transformation consulting, media, tech, and data powerhouse

By 2025 former Denstu ANZ CEO Simon Ryan figures two communications holding companies will be gone from the Australian market, a huge shift to “brand commerce” will be well underway - where every brand engagement with a consumer carries an opportunity to buy - and RyanCap will be aligned with either a private equity play, a public listing or another strategic equity partner. “We’ve got to be sensible and focus on what clients need and want,” he says. “Some local and international companies won’t survive the next two years.” 

48:45

EP120 - S1

6 May 21

Indie media: Advertising scale and consolidation at odds with fracturing but highly engaged audiences - who loses?

The mega industry trend for consolidation, scale and efficiency in the $15bn Australian ad market is counter to consumers driving to niche and narrow content. Starcom CEO Nick Keenan dukes it out with three young indie media groups - backed by high-profile investors making headway in a tough market.   

Indie media: Advertising scale and consolidation at odds with fracturing but highly engaged audiences - who loses?

The mega industry trend for consolidation, scale and efficiency in the $15bn Australian ad market is counter to consumers driving to niche and narrow content. Starcom CEO Nick Keenan dukes it out with three young indie media groups - backed by high-profile investors making headway in a tough market.   

50:04

EP119 - S1

3 May 21

‘Purpose’ is polarising: Volvo unpacks killing its fossil fuel cars by 2030; The Guardian banks on ad growth targeting progressive readers; former Danone-Kraft CEO, global B Corp Ambassador Lorna Davis “staggered” by out of touch brands, marketers

Volvo is out of petrol and oil engines and about to launch vegan leather; The Guardian is banking on progressive-leaning audiences for ad growth from purpose-led brands and former Danone China and US CEO Lorna Davis predicts 50% of Big Four audit firm revenues will be from Environment and Social Governance (ESG) compliance. Here’s the fast update on brands and purpose.      

‘Purpose’ is polarising: Volvo unpacks killing its fossil fuel cars by 2030; The Guardian banks on ad growth targeting progressive readers; former Danone-Kraft CEO, global B Corp Ambassador Lorna Davis “staggered” by out of touch brands, marketers

Volvo is out of petrol and oil engines and about to launch vegan leather; The Guardian is banking on progressive-leaning audiences for ad growth from purpose-led brands and former Danone China and US CEO Lorna Davis predicts 50% of Big Four audit firm revenues will be from Environment and Social Governance (ESG) compliance. Here’s the fast update on brands and purpose.      

41:50

EP118 - S1

26 Apr 21

‘Agencies are not banks’ warns Initiative global Chair Mat Baxter as Westpac, Arnott’s marketers link pitch problems to unclear tender briefs and process; poor engagement with procurement

“Ditch the pitch” protagonist Mat Baxter has warned agency reviews are getting worse globally, citing P&G’s extended media payment terms as a case in point. Many companies, though, “abuse the pitch process” he says. Baxter’s comments come as Australia’s peak advertiser and media agency industry bodies roll-out of a “world first” initiative to create industry-endorsed agency tender and pitching guidelines - dubbed “Project Baxter”. Arnott’s CMO Jenni Dill, Westpac’s Head of Group Brand, Advertising and Media Jenny Melhuish, non executive director and MFA board member Megan Brownlow and Mediabrands' CEO Mark Coad talk frankly about the fix - essentially, it’s on marketers to clean it up.

‘Agencies are not banks’ warns Initiative global Chair Mat Baxter as Westpac, Arnott’s marketers link pitch problems to unclear tender briefs and process; poor engagement with procurement

“Ditch the pitch” protagonist Mat Baxter has warned agency reviews are getting worse globally, citing P&G’s extended media payment terms as a case in point. Many companies, though, “abuse the pitch process” he says. Baxter’s comments come as Australia’s peak advertiser and media agency industry bodies roll-out of a “world first” initiative to create industry-endorsed agency tender and pitching guidelines - dubbed “Project Baxter”. Arnott’s CMO Jenni Dill, Westpac’s Head of Group Brand, Advertising and Media Jenny Melhuish, non executive director and MFA board member Megan Brownlow and Mediabrands' CEO Mark Coad talk frankly about the fix - essentially, it’s on marketers to clean it up.

40:32

EP117 - S1

19 Apr 21

Digital audio replicating BVOD’s early J-curve surge - audiences and revenues double

Here comes digital audio’s revenue J-curve. Just as BVOD for TV networks created new possibilities for advertisers in targeting and tracking compared to broadcast, local and national advertisers are awakening to the top, mid and lower marketing funnel options that a booming digital audio advertising market  is spawning - now upwards of 5 million users. Dozens of advertisers are piling in each week with campaigns using new audio advertising options from “shake-your-phone” response ads, location-based messages and even automated audio ads carrying tailored messages based on user locations. The rich data available via digital audio consumption is also being used to inform and deliver brand campaigns.      

Digital audio replicating BVOD’s early J-curve surge - audiences and revenues double

Here comes digital audio’s revenue J-curve. Just as BVOD for TV networks created new possibilities for advertisers in targeting and tracking compared to broadcast, local and national advertisers are awakening to the top, mid and lower marketing funnel options that a booming digital audio advertising market  is spawning - now upwards of 5 million users. Dozens of advertisers are piling in each week with campaigns using new audio advertising options from “shake-your-phone” response ads, location-based messages and even automated audio ads carrying tailored messages based on user locations. The rich data available via digital audio consumption is also being used to inform and deliver brand campaigns.      

41:08

EP116 - S1

15 Apr 21

The CMO Couch - marketers as consumers: Suncorp’s Mim Haysom, Australia Post’s Amber Collins on their personal media diet, preferred brands, favourite products and best customer experiences

Ask Amber Collins or Mim Haysom to name the best new product or service that’s won them over as a customer or consumer - not a marketer - and it’s podcasts. Ask Mim Haysom about loyalty programs and she admits she’s “a marketer’s worst nightmare”. Meanwhile Amber Collins' favourite  brands include Cotton On, Kmart and Chemist Warehouse, thanks to teenagers. What do marketers choose and buy as consumers and why? It’s all here in our CMO Couch series - Part One. 

The CMO Couch - marketers as consumers: Suncorp’s Mim Haysom, Australia Post’s Amber Collins on their personal media diet, preferred brands, favourite products and best customer experiences

Ask Amber Collins or Mim Haysom to name the best new product or service that’s won them over as a customer or consumer - not a marketer - and it’s podcasts. Ask Mim Haysom about loyalty programs and she admits she’s “a marketer’s worst nightmare”. Meanwhile Amber Collins' favourite  brands include Cotton On, Kmart and Chemist Warehouse, thanks to teenagers. What do marketers choose and buy as consumers and why? It’s all here in our CMO Couch series - Part One. 

22:43

EP115 - S1

13 Apr 21

Mecca Brands founder Jo Horgan on why customer experience triggered an in-store Covid boom, dropping an anti-advertising policy and her sweeping brief to Salesforce to reinvent online and offline beauty retailing

Jo Horgan, co-founder of the 100-store and online beauty juggernaut Mecca Brands opened her flagship store - and the biggest beauty retail space in the Southern Hemisphere - last November in the iconic Sydney CBD Gowings building when Covid was in full swing and CBDs were shopping wastelands. But custom is booming at pre-Covid levels and bricks and mortar is powering. Here’s how the beauty boss wants technology to reinvent the online-offline beauty game. But it’s still all about Mecca’s humans.

Mecca Brands founder Jo Horgan on why customer experience triggered an in-store Covid boom, dropping an anti-advertising policy and her sweeping brief to Salesforce to reinvent online and offline beauty retailing

Jo Horgan, co-founder of the 100-store and online beauty juggernaut Mecca Brands opened her flagship store - and the biggest beauty retail space in the Southern Hemisphere - last November in the iconic Sydney CBD Gowings building when Covid was in full swing and CBDs were shopping wastelands. But custom is booming at pre-Covid levels and bricks and mortar is powering. Here’s how the beauty boss wants technology to reinvent the online-offline beauty game. But it’s still all about Mecca’s humans.

42:18

EP114 - S1

22 Mar 21

'It’s going to get really complicated': Marketers at The Iconic, Tourism Australia, ADMA reveal their strategies for Google’s great cookie cull

The Iconic’s CMO Alexander Meyer says the digital commerce pureplay realised two years ago its heavy reliance on two platforms - Google and Facebook - was high-risk and needed a fix. Tourism Australia’s head of digital strategy and transformation, Paul Bailey says huge learnings for Australian marketers can already be found in China for a post-cookie world and ADMA’s regulatory and advocacy lead, Sarla Fernando says the great cookie kill has delivered a lightning strike for ADMA members to understand even bigger complexity and change beyond cookies is coming from sweeping regulatory change to privacy, data and personalisation. Buckle up - this one is important. 

'It’s going to get really complicated': Marketers at The Iconic, Tourism Australia, ADMA reveal their strategies for Google’s great cookie cull

The Iconic’s CMO Alexander Meyer says the digital commerce pureplay realised two years ago its heavy reliance on two platforms - Google and Facebook - was high-risk and needed a fix. Tourism Australia’s head of digital strategy and transformation, Paul Bailey says huge learnings for Australian marketers can already be found in China for a post-cookie world and ADMA’s regulatory and advocacy lead, Sarla Fernando says the great cookie kill has delivered a lightning strike for ADMA members to understand even bigger complexity and change beyond cookies is coming from sweeping regulatory change to privacy, data and personalisation. Buckle up - this one is important. 

49:00

EP113 - S1

16 Mar 21

Monash Marketing Professor: Don’t drink with Mark Ritson; don’t assume Google Search rules short-term ROI

A huge econometrics study of 60 Australian brands with $23bn in sales and $400m in media spend across GroupM’s portfolio has surprised even the heavy-hitting Marketing and Econometrics Professor at Monash University, Peter Danaher. TV advertising is renowned for driving long-term demand but Professor Danaher says an econometrics study commissioned by ThinkTV across 10 sectors – including auto, retail and banking – has challenged conventional assumptions on which media channels drive the best short-term results. TV, he says, is a runaway leader in driving incremental short-term sales volume and is “fundamental to sales demand derived from Search.” This podcast is for the sceptics. Professor Danaher clinically breaks it down. Listen-up.  

Monash Marketing Professor: Don’t drink with Mark Ritson; don’t assume Google Search rules short-term ROI

A huge econometrics study of 60 Australian brands with $23bn in sales and $400m in media spend across GroupM’s portfolio has surprised even the heavy-hitting Marketing and Econometrics Professor at Monash University, Peter Danaher. TV advertising is renowned for driving long-term demand but Professor Danaher says an econometrics study commissioned by ThinkTV across 10 sectors – including auto, retail and banking – has challenged conventional assumptions on which media channels drive the best short-term results. TV, he says, is a runaway leader in driving incremental short-term sales volume and is “fundamental to sales demand derived from Search.” This podcast is for the sceptics. Professor Danaher clinically breaks it down. Listen-up.  

28:03

EP112 - S1

11 Mar 21

Attention economy surges; Facebook to create ad formats which last longer with users than two seconds

An international beta trial which benchmarks consumer attention across different media channels and screen types from Australia’s Professor Karen Nelson-Field has seen dozens of media agency networks, media owners and advertisers around the world sign up. Perhaps the biggest sign though that change is coming fast is from the UK where Facebook has all but said it now acknowledges the need for longer attention spans and advertising exposure to build brand. Here’s the update to stay with global developments.

Attention economy surges; Facebook to create ad formats which last longer with users than two seconds

An international beta trial which benchmarks consumer attention across different media channels and screen types from Australia’s Professor Karen Nelson-Field has seen dozens of media agency networks, media owners and advertisers around the world sign up. Perhaps the biggest sign though that change is coming fast is from the UK where Facebook has all but said it now acknowledges the need for longer attention spans and advertising exposure to build brand. Here’s the update to stay with global developments.

22:53

EP111 - S1

8 Mar 21

‘Shortcast’ 10-minute podcasts set to surge as tipping point for digital audio over radio 18 months off; SCA bets future on one-stop LiSTNR platform

SCA CEO Grant Blackley says Silicon Valley tech players are raving about the company’s just launched LiSTNR platform as “world-beating” - it bundles broadcast radio brands and content with livestreaming, podcasts and new music formats in a personalised, logged-in user experience. Blackley, SCA’s Chief Content Officer Dave Cameron, and Digital Audio GM, Grant Tothill predict LiSTNR will propel audience discovery of more audio genres and formats to new highs as the market doubles by 2024.  

‘Shortcast’ 10-minute podcasts set to surge as tipping point for digital audio over radio 18 months off; SCA bets future on one-stop LiSTNR platform

SCA CEO Grant Blackley says Silicon Valley tech players are raving about the company’s just launched LiSTNR platform as “world-beating” - it bundles broadcast radio brands and content with livestreaming, podcasts and new music formats in a personalised, logged-in user experience. Blackley, SCA’s Chief Content Officer Dave Cameron, and Digital Audio GM, Grant Tothill predict LiSTNR will propel audience discovery of more audio genres and formats to new highs as the market doubles by 2024.  

36:57

EP110 - S1

4 Mar 21

JB Hi-Fi’s ex-CMO on why he replicated a 'NEO’ consumer strategy at Jaggad as the missing link for segmentation and growth

The default position for many companies in an economic downturn is to play the discounting and fire sale card - or to deploy more performance based marketing and messaging tactics. But as this panel of social scientists, marketers and ad agency bosses discuss, there’s a lucrative segment of the population that are high-discretionary spenders called NEOs who don’t behave or buy like traditional consumers and have already triggered the start of a two-speed economic recovery. Jaggad’s Chief Customer Officer and former JB Hi-Fi CMO Scott Browning is joined by the Centre for Social Economics' Ross Honeywill, Jonathan Coles at Premium and 303MullenLowe CEO Nick Cleaver.    

JB Hi-Fi’s ex-CMO on why he replicated a 'NEO’ consumer strategy at Jaggad as the missing link for segmentation and growth

The default position for many companies in an economic downturn is to play the discounting and fire sale card - or to deploy more performance based marketing and messaging tactics. But as this panel of social scientists, marketers and ad agency bosses discuss, there’s a lucrative segment of the population that are high-discretionary spenders called NEOs who don’t behave or buy like traditional consumers and have already triggered the start of a two-speed economic recovery. Jaggad’s Chief Customer Officer and former JB Hi-Fi CMO Scott Browning is joined by the Centre for Social Economics' Ross Honeywill, Jonathan Coles at Premium and 303MullenLowe CEO Nick Cleaver.    

43:58

EP109 - S1

1 Mar 21

Overlooked: Here's the “big six" ACCC proposals which could change digital advertising, data and targeting as we know it - but no-one’s talking about them

The stoush between Big Tech and Big Media over content payments has relegated another ACCC inquiry into media agencies and adtech to an industry wasteland. But by August, the ACCC will make final its recommendations to the Federal  Government and could upturn much of the data and advertising supply chain. Five leading Australian and international industry execs break down why the ACCC’s “big six” proposals matter and what it means for advertisers, tech, media and agencies.  

Overlooked: Here's the “big six" ACCC proposals which could change digital advertising, data and targeting as we know it - but no-one’s talking about them

The stoush between Big Tech and Big Media over content payments has relegated another ACCC inquiry into media agencies and adtech to an industry wasteland. But by August, the ACCC will make final its recommendations to the Federal  Government and could upturn much of the data and advertising supply chain. Five leading Australian and international industry execs break down why the ACCC’s “big six” proposals matter and what it means for advertisers, tech, media and agencies.  

45:52

EP108 - S1

22 Feb 21

ACCC Series - Part One: Everything you need to know about the ACCC inquiry into ad agencies and ad tech but can’t be bothered reading

In this two-part series, a stellar panel of international and Australian industry leaders break down the ACCC’s Digital Advertising Services Inquiry. Although sidelined by the clash between Big Tech and Big Media over the media bargaining code, the ACCC’s “other” inquiry is loaded with potentially industry-bending implications for marketing, brands, media, tech and agencies on data, privacy and how the industry targets customers and prospects. Everything you need to know is in these two episodes.      

ACCC Series - Part One: Everything you need to know about the ACCC inquiry into ad agencies and ad tech but can’t be bothered reading

In this two-part series, a stellar panel of international and Australian industry leaders break down the ACCC’s Digital Advertising Services Inquiry. Although sidelined by the clash between Big Tech and Big Media over the media bargaining code, the ACCC’s “other” inquiry is loaded with potentially industry-bending implications for marketing, brands, media, tech and agencies on data, privacy and how the industry targets customers and prospects. Everything you need to know is in these two episodes.      

30:33

EP107 - S1

15 Feb 21

Oz ‘ripe for more in-housing’: Why Betfair marketing boss is a fan as WPP, DDB see mixed results

There's talk another wave of in-housing looms as brands seek post-Covid savings and face a “marketing content crisis". Proponents argue efficiencies will bankroll smarter digital IP inside brands - and better creative, funding agencies to do what they do best and leaving the grunt to in-house teams. Others are unconvinced that in-housing will save the "content crisis". 

Oz ‘ripe for more in-housing’: Why Betfair marketing boss is a fan as WPP, DDB see mixed results

There's talk another wave of in-housing looms as brands seek post-Covid savings and face a “marketing content crisis". Proponents argue efficiencies will bankroll smarter digital IP inside brands - and better creative, funding agencies to do what they do best and leaving the grunt to in-house teams. Others are unconvinced that in-housing will save the "content crisis". 

51:46

EP106 - S1

8 Feb 21

Hoyts, TEG CEOs Damian Keogh and Geoff Jones eye recovery for movies, music, events

The Australian Box Office was off 67% last year; live events and concerts smashed revenues for Ticketek parent TEG by 97% early in Covid. But now both company bosses are pinning their hopes on some huge content initiatives in the second half - consumer desire to get out is the least of their worries, they say. Hoyts is even looking to diversify beyond movies as film studios flirt with shortening or pulling exclusive theatre distribution windows.  

Hoyts, TEG CEOs Damian Keogh and Geoff Jones eye recovery for movies, music, events

The Australian Box Office was off 67% last year; live events and concerts smashed revenues for Ticketek parent TEG by 97% early in Covid. But now both company bosses are pinning their hopes on some huge content initiatives in the second half - consumer desire to get out is the least of their worries, they say. Hoyts is even looking to diversify beyond movies as film studios flirt with shortening or pulling exclusive theatre distribution windows.  

24:51

EP105 - S1

1 Feb 21

Commoditisation and ‘dark kitchens': Why Menulog CMO Simon Cheng says building brands in social channels is too hard and worries industry is stuck on ‘creative mediocrity’

Menulog is 13 years old and after a competitive onslaught is now outgrowing UberEats and Deliveroo. For a digital pureplay business, CMO Simon Cheng is doing old-world crazy stuff like investing heavily in mass market media, using scorned ‘reach and frequency’ techniques and is a huge advocate for winning the 'mental availability’ battle as food ordering aggregators face commoditisation - and then there’s the future of 'Dark Kitchens'. 

Commoditisation and ‘dark kitchens': Why Menulog CMO Simon Cheng says building brands in social channels is too hard and worries industry is stuck on ‘creative mediocrity’

Menulog is 13 years old and after a competitive onslaught is now outgrowing UberEats and Deliveroo. For a digital pureplay business, CMO Simon Cheng is doing old-world crazy stuff like investing heavily in mass market media, using scorned ‘reach and frequency’ techniques and is a huge advocate for winning the 'mental availability’ battle as food ordering aggregators face commoditisation - and then there’s the future of 'Dark Kitchens'. 

40:53

EP104 - S1

26 Jan 21

The Feds are reviewing Australia’s Privacy Act - here’s what it means for marketing and media in 2021

If you have anything to do with first party data, personalisation, audience and customer segmentation or targeting, your number is up. The Federal Government in October released an issues paper on overhauling the current Privacy Act. In this podcast we teamed up with the IAB to hear from three privacy specialists on their Privacy Heaven and Hell scenarios for next year and a Q&A session with the panelists and Mi3’s Executive Editor, Paul McIntyre.   

The Feds are reviewing Australia’s Privacy Act - here’s what it means for marketing and media in 2021

If you have anything to do with first party data, personalisation, audience and customer segmentation or targeting, your number is up. The Federal Government in October released an issues paper on overhauling the current Privacy Act. In this podcast we teamed up with the IAB to hear from three privacy specialists on their Privacy Heaven and Hell scenarios for next year and a Q&A session with the panelists and Mi3’s Executive Editor, Paul McIntyre.   

54:40

EP103 - S1

7 Dec 20

Marketing Maths v Tech and Code 101: The marketing industry not so confident on its numbers - here’s a way out

Know how to crunch the numbers on Negative Binomial Distribution? How about Excess Share of Voice (ESOV), a P&L or cashflow? A new study of Australian marketers and agencies shows most are not so confident on any of the important maths to stay with the finance team, the CEO and boards. Brand Traction’s Jon Bradshaw and VMLY&R’s Chief Strategy Officer Ali Tilling break down a new industry study on how marketers and agencies rate themselves and where the gaps are. Their message? Start learning to count.  

Marketing Maths v Tech and Code 101: The marketing industry not so confident on its numbers - here’s a way out

Know how to crunch the numbers on Negative Binomial Distribution? How about Excess Share of Voice (ESOV), a P&L or cashflow? A new study of Australian marketers and agencies shows most are not so confident on any of the important maths to stay with the finance team, the CEO and boards. Brand Traction’s Jon Bradshaw and VMLY&R’s Chief Strategy Officer Ali Tilling break down a new industry study on how marketers and agencies rate themselves and where the gaps are. Their message? Start learning to count.  

27:32

EP102 - S1

30 Nov 20

How fake ads on social media and TV could help shape the future of cross channel media strategies and measurement

Australia is about to embark on a world first cross media measurement experiment that owes at least some of its DNA to fake ads created by Disney and run across its TV network and on social media. The Premium Content Alliance hopes it will help marketers truly understand how every channel impacts another – and prove that quality always delivers more powerful results. 

How fake ads on social media and TV could help shape the future of cross channel media strategies and measurement

Australia is about to embark on a world first cross media measurement experiment that owes at least some of its DNA to fake ads created by Disney and run across its TV network and on social media. The Premium Content Alliance hopes it will help marketers truly understand how every channel impacts another – and prove that quality always delivers more powerful results. 

30:49

EP101 - S1

26 Nov 20

Capgemini eyes Accenture Interactive, Deloitte Digital and agency turf with Australia’s $93m RXP takeover

The global communications holding companies have missed a prime opportunity to fast-track their digital transformation and tech credentials - instead, the French IT and consulting giant Capgemini is heading their way like Accenture Interactive and Deloitte Digital have already. RXP owns data, design and brand agency The Works, which it paid $33m for in 2018 to augment its capabilities in CX, digital transformation and the Salesforce, Microsoft and ServiceNow platforms. Capgemini CEO Olaf Pietschner and RXP CEO Ross Fielding talk what’s next after the merger. 

Capgemini eyes Accenture Interactive, Deloitte Digital and agency turf with Australia’s $93m RXP takeover

The global communications holding companies have missed a prime opportunity to fast-track their digital transformation and tech credentials - instead, the French IT and consulting giant Capgemini is heading their way like Accenture Interactive and Deloitte Digital have already. RXP owns data, design and brand agency The Works, which it paid $33m for in 2018 to augment its capabilities in CX, digital transformation and the Salesforce, Microsoft and ServiceNow platforms. Capgemini CEO Olaf Pietschner and RXP CEO Ross Fielding talk what’s next after the merger. 

44:29

EP100 - S1

23 Nov 20

Screen fatigue, surging brain chemicals, meaningful ads and why a more physical return to workplaces is inevitable

We know screen fatigue is real through Covid but a neuroscientist, a social researcher and OMA CEO Charmaine Moldrich say they’re having more impact than we think on people, community, industry and “purposeful” ads. Dr Fiona Kerr and Dynata regional director Marcus Pritchard join Moldrich on the case for more physical workplace interaction and why consumers might be headed for more conservatism.  

Screen fatigue, surging brain chemicals, meaningful ads and why a more physical return to workplaces is inevitable

We know screen fatigue is real through Covid but a neuroscientist, a social researcher and OMA CEO Charmaine Moldrich say they’re having more impact than we think on people, community, industry and “purposeful” ads. Dr Fiona Kerr and Dynata regional director Marcus Pritchard join Moldrich on the case for more physical workplace interaction and why consumers might be headed for more conservatism.  

45:54

EP99 - S1

19 Nov 20

Is the "connected customer" boom delivering growth? CMOs, data and innovation leads at Budget Direct, First State-Aware Super, NRMA and Lavender CX reveal the trials and tribulations

Budget Direct is the fastest growing insurer in Australia - is it product, customer experience or marketing and comms that’s driving the growth? CMO Jonathan Kerr unpacks the answer and lobs a jibe at “transformation programs” - Budget Direct has never done one. Kerr is joined by the Head of Innovation at the rebranded Aware Super, Anita Ayres, NRMA’s Digital and Data lead Harris Hutkin and Lavender CX’s Damian Sharpley who get real on the customer roadmap.

Is the "connected customer" boom delivering growth? CMOs, data and innovation leads at Budget Direct, First State-Aware Super, NRMA and Lavender CX reveal the trials and tribulations

Budget Direct is the fastest growing insurer in Australia - is it product, customer experience or marketing and comms that’s driving the growth? CMO Jonathan Kerr unpacks the answer and lobs a jibe at “transformation programs” - Budget Direct has never done one. Kerr is joined by the Head of Innovation at the rebranded Aware Super, Anita Ayres, NRMA’s Digital and Data lead Harris Hutkin and Lavender CX’s Damian Sharpley who get real on the customer roadmap.

46:14

EP98 - S1

16 Nov 20

Brands and media agencies, don’t miss this podcast if you plan on staying with global developments in the emerging attention economy and what impact it’s having on traditional audience and reach metrics

Marketers and agencies are missing huge opportunities by only superficially measuring attention. But that’s about to change. A new platform and metric, attentionTRACE, is about to go live. AttentionTRACE measures attention across channels, but Story54’s Jane Waterhouse argues even before the trial data is out, one medium in particular lands messages more deeply, at least in women’s minds, than any other. Amplified Intelligence CEO, Professor Karen Nelson-Field, and UK Neuro Science CEO, Shazia Ginai explain the science. Pay attention -  you’ll need to know this stuff.

Brands and media agencies, don’t miss this podcast if you plan on staying with global developments in the emerging attention economy and what impact it’s having on traditional audience and reach metrics

Marketers and agencies are missing huge opportunities by only superficially measuring attention. But that’s about to change. A new platform and metric, attentionTRACE, is about to go live. AttentionTRACE measures attention across channels, but Story54’s Jane Waterhouse argues even before the trial data is out, one medium in particular lands messages more deeply, at least in women’s minds, than any other. Amplified Intelligence CEO, Professor Karen Nelson-Field, and UK Neuro Science CEO, Shazia Ginai explain the science. Pay attention -  you’ll need to know this stuff.

28:59

EP97 - S1

12 Nov 20

Smoke and fire: WPP AUNZ boss Jens Monsees rubbishes rebellion rumours as board instigates CEO review; counters Sir Martin Sorrell on S4 Capital's ’new model'

Jens Monsees is one year into running WPP’s AUNZ operation and the market is now rife with talk of broad internal leadership unrest with how he’s transforming the business. In this conversation, Monsees addresses talk of a fallout after the abrupt departure of COO John Steadman, a board-instigated review of his performance across staff and clients and he fires back at S4 Capital’s jibes around the troubled future of holding companies.

Smoke and fire: WPP AUNZ boss Jens Monsees rubbishes rebellion rumours as board instigates CEO review; counters Sir Martin Sorrell on S4 Capital's ’new model'

Jens Monsees is one year into running WPP’s AUNZ operation and the market is now rife with talk of broad internal leadership unrest with how he’s transforming the business. In this conversation, Monsees addresses talk of a fallout after the abrupt departure of COO John Steadman, a board-instigated review of his performance across staff and clients and he fires back at S4 Capital’s jibes around the troubled future of holding companies.

36:59

EP96 - S1

9 Nov 20

Commbank CMO Monique Macleod weighs in on the downside of short-term marketing and what she sees next for customer personalisation, AI, media and tech

Hot off the heels of overseeing a brand refresh for the Commonwealth Bank, CMO Monique Macleod talks the art and science of marketing, customer personalisation and how her team is structuring and adapting to AI and new tech stacks - and what it now means for media and team capabilities. "Your tech is never sorted,” she says.

Commbank CMO Monique Macleod weighs in on the downside of short-term marketing and what she sees next for customer personalisation, AI, media and tech

Hot off the heels of overseeing a brand refresh for the Commonwealth Bank, CMO Monique Macleod talks the art and science of marketing, customer personalisation and how her team is structuring and adapting to AI and new tech stacks - and what it now means for media and team capabilities. "Your tech is never sorted,” she says.

43:09

EP95 - S1

2 Nov 20

Penfolds v Louis Vuitton: Chief Winemaker and Global CMO reveal the bold three-year strategy to create a global Australian luxury icon - beyond a fine wine brand

Penfolds Chief Winemaker Peter Gago and global marketing boss Kristy Keyte talk through their ambitious strategy to reinvent Penfolds into an Australian global luxury icon, like Gucci, Aston Martin or Louis Vuitton. Joined by WundermunThompson CEO, Lee Leggett, this conversation is fascinating, including how Penfolds sold-out of the $200,000 release of its Ampoule edition and how they’re managing strategy, product and portfolio management, consumer behaviour, shifting direct-to-consumer and e-commerce models, long-term branding and executional complexity.

Penfolds v Louis Vuitton: Chief Winemaker and Global CMO reveal the bold three-year strategy to create a global Australian luxury icon - beyond a fine wine brand

Penfolds Chief Winemaker Peter Gago and global marketing boss Kristy Keyte talk through their ambitious strategy to reinvent Penfolds into an Australian global luxury icon, like Gucci, Aston Martin or Louis Vuitton. Joined by WundermunThompson CEO, Lee Leggett, this conversation is fascinating, including how Penfolds sold-out of the $200,000 release of its Ampoule edition and how they’re managing strategy, product and portfolio management, consumer behaviour, shifting direct-to-consumer and e-commerce models, long-term branding and executional complexity.

39:32

EP94 - S1

26 Oct 20

ViacomCBS Market Voice: Other TV networks should be ‘terrified’ - top Australian ViacomCBS execs say the megamerger and new content and streaming assets of Network’s 10’s new US parent company will rattle local rivals

In this Market Voice podcast, ViacomCBS chief content and sales officers Beverley McGarvey and Rod Prosser lay out the streaming, content and commercial plans for the Australian group - including the launch of the new Paramount+ service and when the biggest ad-supported digital TV service in the US, Pluto TV, will arrive Down Under. Prosser also suggests advertisers frustrated by the “mess” over cricket rights may have found a silver lining.

ViacomCBS Market Voice: Other TV networks should be ‘terrified’ - top Australian ViacomCBS execs say the megamerger and new content and streaming assets of Network’s 10’s new US parent company will rattle local rivals

In this Market Voice podcast, ViacomCBS chief content and sales officers Beverley McGarvey and Rod Prosser lay out the streaming, content and commercial plans for the Australian group - including the launch of the new Paramount+ service and when the biggest ad-supported digital TV service in the US, Pluto TV, will arrive Down Under. Prosser also suggests advertisers frustrated by the “mess” over cricket rights may have found a silver lining.

23:43

EP93 - S1

22 Oct 20

Australian marketers are flocking to applied Behavioural Economics - Simply Energy marketing and sales boss Andrea Bernard and Hardhat’s Dan Monheit explain how - and why - it’s on-trend this year

Andrea Bernard, the head of marketing and sales at Simply Energy, ultimately part of the $60bn French energy giant, Energie, started using Behavioural Economics thinking 18 months ago - now it’s central to her strategy on everything. And Andrea isn’t alone. Behavioural Economics specialist and co-founder of Hard Hat, Dan Monheit, says there’s been a surge of interest from brands this year. Here’s why. 

Australian marketers are flocking to applied Behavioural Economics - Simply Energy marketing and sales boss Andrea Bernard and Hardhat’s Dan Monheit explain how - and why - it’s on-trend this year

Andrea Bernard, the head of marketing and sales at Simply Energy, ultimately part of the $60bn French energy giant, Energie, started using Behavioural Economics thinking 18 months ago - now it’s central to her strategy on everything. And Andrea isn’t alone. Behavioural Economics specialist and co-founder of Hard Hat, Dan Monheit, says there’s been a surge of interest from brands this year. Here’s why. 

20:40

EP92 - S1

19 Oct 20

IPG Mediabrands exec: If regulators don’t get to grips with data, we will all end up working for Facebook and Google

Australian Joshua Lowcock is Chief Digital and Innovation Officer at UM in the US and UM’s global Brand Safety Officer. Based in New York, he’s spearheaded development of a Media Responsibility Audit of social media platforms alongside initiatives to try to make businesses see the billions they spend on advertising within the same frame as corporate social responsibility – and says it’s gaining traction “faster than even I imagined”. Now regulators need to quickly deal with data monopolies without getting distracted by sideshows. If they don't, Lowcock fears we may all soon be working for the tech platforms - because nobody else can compete.

IPG Mediabrands exec: If regulators don’t get to grips with data, we will all end up working for Facebook and Google

Australian Joshua Lowcock is Chief Digital and Innovation Officer at UM in the US and UM’s global Brand Safety Officer. Based in New York, he’s spearheaded development of a Media Responsibility Audit of social media platforms alongside initiatives to try to make businesses see the billions they spend on advertising within the same frame as corporate social responsibility – and says it’s gaining traction “faster than even I imagined”. Now regulators need to quickly deal with data monopolies without getting distracted by sideshows. If they don't, Lowcock fears we may all soon be working for the tech platforms - because nobody else can compete.

39:09

EP91 - S1

12 Oct 20

Ex-Woolworths, Myer, Quantium customer loyalty boss takes on Ehrenberg-Bass and explains why loyalty schemes need a reboot

Even the discount-averse Apple uses Bernard Wilson’s company to move product. The one-time investment banker - who was part of a consortium which made a failed hostile bid for Qantas - lead Woolworths’ first attempt at a loyalty program, which also didn’t work. The second version did. After stints at Myer and Quantium, the new CEO of cash-back trailblazer, Cashrewards, says as brands and companies chase the Covid-fuelled e-commerce surge, loyalty programs need a rebrand and retailers and marketers need a rethink on loyalty. Cashrewards customer base is up 40% this year and he’s about to go hard on building the brand, more customers and an IPO.

Ex-Woolworths, Myer, Quantium customer loyalty boss takes on Ehrenberg-Bass and explains why loyalty schemes need a reboot

Even the discount-averse Apple uses Bernard Wilson’s company to move product. The one-time investment banker - who was part of a consortium which made a failed hostile bid for Qantas - lead Woolworths’ first attempt at a loyalty program, which also didn’t work. The second version did. After stints at Myer and Quantium, the new CEO of cash-back trailblazer, Cashrewards, says as brands and companies chase the Covid-fuelled e-commerce surge, loyalty programs need a rebrand and retailers and marketers need a rethink on loyalty. Cashrewards customer base is up 40% this year and he’s about to go hard on building the brand, more customers and an IPO.

34:41

EP90 - S1

5 Oct 20

Content marketing overkill? Coles, IAG, Storyation on the COVID-induced surge in brands doing content and standing out through more noise

Bigger budgets are pouring into content marketing this year but IAG’s Director of Content & Customer Engagement, Zara Curtis, says there’s “a lot of bad content” being produced by brands. IAG is producing less but better quality. Curtis says she’s a “content killer” as IAG works out the art of what not to produce. Meanwhile, Coles’ Senior Content Manager Jill Tenner is doing much more in the past six months because of customer demand for inspiration. The key takeout, says Storyation’s Head of Content, Lauren Quaitance, is brands have been scrambling over the past five months to overhaul or develop new content marketing plans.

Content marketing overkill? Coles, IAG, Storyation on the COVID-induced surge in brands doing content and standing out through more noise

Bigger budgets are pouring into content marketing this year but IAG’s Director of Content & Customer Engagement, Zara Curtis, says there’s “a lot of bad content” being produced by brands. IAG is producing less but better quality. Curtis says she’s a “content killer” as IAG works out the art of what not to produce. Meanwhile, Coles’ Senior Content Manager Jill Tenner is doing much more in the past six months because of customer demand for inspiration. The key takeout, says Storyation’s Head of Content, Lauren Quaitance, is brands have been scrambling over the past five months to overhaul or develop new content marketing plans.

39:48

EP89 - S1

28 Sep 20

CommBank's analytics boss on how its AI-powered ‘customer engagement engine’ is changing everything

Commonwealth Bank Chief Analytics Officer Andrew McMullan studied machine learning, taught mathematics and is now leading the bank’s AI-fuelled customer strategy. The ‘math man’ and CMO Monique Macleod have been working hand in glove on what is next for Australia’s biggest bank.

CommBank's analytics boss on how its AI-powered ‘customer engagement engine’ is changing everything

Commonwealth Bank Chief Analytics Officer Andrew McMullan studied machine learning, taught mathematics and is now leading the bank’s AI-fuelled customer strategy. The ‘math man’ and CMO Monique Macleod have been working hand in glove on what is next for Australia’s biggest bank.

34:02

EP88 - S1

22 Sep 20

Russel Howcroft, Nine Radio boss Tom Malone on media the “most ruthless” sector in Howcroft’s career, the broadcaster's talent purge, advertiser age bias and leaving PwC

Howcroft says media is the most ruthless industry, consulting the most influential but advertising the smartest. Nine Radio’s new boss Tom Malone, meanwhile, spills the beans on how Russel Howcroft left PwC to join 3AW’s breakfast slot and the complete overhaul he’s implemented at Nine Radio to skew younger and address advertiser bias against older, lucrative audiences in radio. Malone also tells a very different story around Alan Jones and his exit from radio. 

Russel Howcroft, Nine Radio boss Tom Malone on media the “most ruthless” sector in Howcroft’s career, the broadcaster's talent purge, advertiser age bias and leaving PwC

Howcroft says media is the most ruthless industry, consulting the most influential but advertising the smartest. Nine Radio’s new boss Tom Malone, meanwhile, spills the beans on how Russel Howcroft left PwC to join 3AW’s breakfast slot and the complete overhaul he’s implemented at Nine Radio to skew younger and address advertiser bias against older, lucrative audiences in radio. Malone also tells a very different story around Alan Jones and his exit from radio. 

30:24

EP87 - S1

14 Sep 20

Former Foxtel, News Corp boss Peter Tonagh talks legacy media’s challenged future, why he’s still investing and the merits of “soft socialism” in business

Peter Tonagh knows a bit about the media sector and is part of an investment group piling into new media ventures. Big Media is consolidating while he argues future media is specialising and fragmenting. There is tension everywhere. 

Former Foxtel, News Corp boss Peter Tonagh talks legacy media’s challenged future, why he’s still investing and the merits of “soft socialism” in business

Peter Tonagh knows a bit about the media sector and is part of an investment group piling into new media ventures. Big Media is consolidating while he argues future media is specialising and fragmenting. There is tension everywhere. 

36:46

EP86 - S1

7 Sep 20

Why entertainment giant Vivendi wants more culture, less tech for its global agency division Havas and new Australian indie acquisition Hyland

French-owned Havas Media last week acquired Australian independent agency HYLAND with plans to plug into its vast parent company Vivendi, controlled by the French billionaire industrialist, Vincent Bollore. Vivendi owns music labels, Hollywood studios, TV networks and gaming and ticketing companies and is moving Havas to a very different position versus its bigger global marketing services rivals like WPP, Omnicom, IPG, Dentsu and Publicis. More culture, not just tech is the idea. Havas Media’s Australian team talk the HYLAND acquisition, Vivendi and a pick-up in media spending now underway for the December quarter.

Why entertainment giant Vivendi wants more culture, less tech for its global agency division Havas and new Australian indie acquisition Hyland

French-owned Havas Media last week acquired Australian independent agency HYLAND with plans to plug into its vast parent company Vivendi, controlled by the French billionaire industrialist, Vincent Bollore. Vivendi owns music labels, Hollywood studios, TV networks and gaming and ticketing companies and is moving Havas to a very different position versus its bigger global marketing services rivals like WPP, Omnicom, IPG, Dentsu and Publicis. More culture, not just tech is the idea. Havas Media’s Australian team talk the HYLAND acquisition, Vivendi and a pick-up in media spending now underway for the December quarter.

25:46

EP85 - S1

31 Aug 20

TV’s old guard or digital’s new blood? Nestle talks an ‘All Screens’ video and TV strategy in a power-packed roundtable on who wins on programmatic video v converged and connected TV planning, buying and measurement

Nestle’s Head of Media, Data and Content, Antonia Farqhuar is joined by UM’s Nicole Prior, Seven’s Kurt Burnette, Hearts & Science’s Issy Dunn and Amobee’s Liam Walsh in a robust discussion on a red hot industry theme...who emerges on top in a converged and connected TV world - digital video professionals or their broadcast TV peers? The playbook has started.

TV’s old guard or digital’s new blood? Nestle talks an ‘All Screens’ video and TV strategy in a power-packed roundtable on who wins on programmatic video v converged and connected TV planning, buying and measurement

Nestle’s Head of Media, Data and Content, Antonia Farqhuar is joined by UM’s Nicole Prior, Seven’s Kurt Burnette, Hearts & Science’s Issy Dunn and Amobee’s Liam Walsh in a robust discussion on a red hot industry theme...who emerges on top in a converged and connected TV world - digital video professionals or their broadcast TV peers? The playbook has started.

45:06

EP84 - S1

27 Aug 20

Deloitte overhauls marketing: Ex-WPP CEO, Network 10 brand boss Matt McGrath on his global CMO role; Rochelle Tognetti on being first female CMO for Australia

Australia's first female CMO is teaching meditation at the firm through COVID and pushed through a major Salesforce rollout internally in the past two months to "connect the data pipes" - Rochelle Tognetti joins Matt McGrath, the new Australian global CMO, on the radical shifts in B2B marketing, the end of physical events, virtual pitching, deploying AI marketing chat bots and what next for the global Deloitte brand. 

Deloitte overhauls marketing: Ex-WPP CEO, Network 10 brand boss Matt McGrath on his global CMO role; Rochelle Tognetti on being first female CMO for Australia

Australia's first female CMO is teaching meditation at the firm through COVID and pushed through a major Salesforce rollout internally in the past two months to "connect the data pipes" - Rochelle Tognetti joins Matt McGrath, the new Australian global CMO, on the radical shifts in B2B marketing, the end of physical events, virtual pitching, deploying AI marketing chat bots and what next for the global Deloitte brand. 

33:40

EP82 - S1

18 Aug 20

“The myth of rationality": Why Boeing’s return to supersonic travel, FedEx and investment bankers prove B2B (and B2C) marketers need to rethink behavioural economics and psychology

Behavioural science is the trojan horse marketers need to get psychology back into business and the boardroom. Rory Sutherland, vice chairman of Ogilvy UK and a founder of its behavioural science practice, suggests B2B marketers (and B2C marketers for that matter) must explode the myth that businesses and their people only make logical decisions, or they'll keep making the same mistakes until their tenure ends.

“The myth of rationality": Why Boeing’s return to supersonic travel, FedEx and investment bankers prove B2B (and B2C) marketers need to rethink behavioural economics and psychology

Behavioural science is the trojan horse marketers need to get psychology back into business and the boardroom. Rory Sutherland, vice chairman of Ogilvy UK and a founder of its behavioural science practice, suggests B2B marketers (and B2C marketers for that matter) must explode the myth that businesses and their people only make logical decisions, or they'll keep making the same mistakes until their tenure ends.

29:18

EP81 - S1

17 Aug 20

Follow the money: Nestle, AANA, MFA, OMD, Nine and The Guardian say marketers must step up on digital ad supply chain’s black hole

Nestle's head of eStrategy, Marketing and Brand, Martin Brown, says 50% of advertiser digital budgets going to working media is "not good enough" - 70% should be the baseline. With the competition regulator digging into the digital ad supply chain and PwC finding half of digital ad dollars are eaten up before they get to publishers, marketers must get a grip on where they are spending their money. Nestlé‘s Brown - also chair of the AANA - OMD‘s Aimee Buchanan, IAB chair and Pedestrian Group‘s Matt Rowley and Guardian Australia boss Dan Stinton debate transparency, remuneration, brand safety and suggest cutting out programmatic middlemen could be key.

Follow the money: Nestle, AANA, MFA, OMD, Nine and The Guardian say marketers must step up on digital ad supply chain’s black hole

Nestle's head of eStrategy, Marketing and Brand, Martin Brown, says 50% of advertiser digital budgets going to working media is "not good enough" - 70% should be the baseline. With the competition regulator digging into the digital ad supply chain and PwC finding half of digital ad dollars are eaten up before they get to publishers, marketers must get a grip on where they are spending their money. Nestlé‘s Brown - also chair of the AANA - OMD‘s Aimee Buchanan, IAB chair and Pedestrian Group‘s Matt Rowley and Guardian Australia boss Dan Stinton debate transparency, remuneration, brand safety and suggest cutting out programmatic middlemen could be key.

37:11

EP80 - S1

10 Aug 20

CEOs at world’s leading Out Of Home companies say the turnaround has started despite volatility; why WFH's a bubble and programmatic OOH to surge

They’ve arguably been the hardest hit media companies through COVID-19 but the bosses of some of the world’s leading OOH companies - with iconic sites like NY’s Times Square, London’s Piccadilly Circus and Sydney’s Glebe Island Silos in their portfolios - come out swinging on this Mi3 podcast. Existential threats from COVID-19 and changes to public mobility and WFH are overcooked, they claim. And they’ve learnt the lessons from publishing - programmatic trading is set to surge but not through intermediaries and open exchanges like Google's. They’re not so united, however, on industry-wide trading platforms to tackle Big Tech. Sound familiar? This one’s a cracker.

CEOs at world’s leading Out Of Home companies say the turnaround has started despite volatility; why WFH's a bubble and programmatic OOH to surge

They’ve arguably been the hardest hit media companies through COVID-19 but the bosses of some of the world’s leading OOH companies - with iconic sites like NY’s Times Square, London’s Piccadilly Circus and Sydney’s Glebe Island Silos in their portfolios - come out swinging on this Mi3 podcast. Existential threats from COVID-19 and changes to public mobility and WFH are overcooked, they claim. And they’ve learnt the lessons from publishing - programmatic trading is set to surge but not through intermediaries and open exchanges like Google's. They’re not so united, however, on industry-wide trading platforms to tackle Big Tech. Sound familiar? This one’s a cracker.

42:46

EP79 - S1

4 Aug 20

Data governance alert: Apple's September bombshell will hit ad market, user tracking - Adore Beauty joins a panel of adtech, martech and 'demand-gen' industry experts

A more privacy-aggressive Apple is again pressuring its big tech peers like Google and Facebook to play cleaner on gaining “informed consent” from users to be tracked. A September iOS mobile operating system update from Apple will bluntly force more disclosure on how users and their behaviour data is matched and traded across the open web, apps and minute-by-minute geo-location journeys and patterns - anything from work commutes and exercise routines to retail precincts. Industry insiders say Google will have to follow Apple to maintain regulatory optics, like it’s been forced to by Apple’s Safari browser in the pending 2022 Google Chrome “cookie apocalypse”. Complex consent and transparency headaches for brands and marketers are weeks away.   

Data governance alert: Apple's September bombshell will hit ad market, user tracking - Adore Beauty joins a panel of adtech, martech and 'demand-gen' industry experts

A more privacy-aggressive Apple is again pressuring its big tech peers like Google and Facebook to play cleaner on gaining “informed consent” from users to be tracked. A September iOS mobile operating system update from Apple will bluntly force more disclosure on how users and their behaviour data is matched and traded across the open web, apps and minute-by-minute geo-location journeys and patterns - anything from work commutes and exercise routines to retail precincts. Industry insiders say Google will have to follow Apple to maintain regulatory optics, like it’s been forced to by Apple’s Safari browser in the pending 2022 Google Chrome “cookie apocalypse”. Complex consent and transparency headaches for brands and marketers are weeks away.   

45:59

EP78 - S1

3 Aug 20

Famed ad agency network DDB’s week-old global CEO Marty O’Halloran is an Australian with grand plans to shake up the DDB world. Here’s how he’s going to do it

Within days of DDB Australia and New Zealand chairman and CEO Marty O’Halloran landing the global CEO role last week, he made a radical move to appoint a black, data-led CEO, Justin Thomas-Copeland, to the North American advertising institution. In this conversation, O’Halloran admits it’s a signal for the DDB world that he will shake things up. John Wren, the boss of DDB’s giant NY-listed parent company Omnicom, says if O’Halloran can replicate the performance of the Australian and New Zealand group internationally, they’re going to “have a great time together”. Here’s what the low-profile O'Halloran says he’s going to do.    

Famed ad agency network DDB’s week-old global CEO Marty O’Halloran is an Australian with grand plans to shake up the DDB world. Here’s how he’s going to do it

Within days of DDB Australia and New Zealand chairman and CEO Marty O’Halloran landing the global CEO role last week, he made a radical move to appoint a black, data-led CEO, Justin Thomas-Copeland, to the North American advertising institution. In this conversation, O’Halloran admits it’s a signal for the DDB world that he will shake things up. John Wren, the boss of DDB’s giant NY-listed parent company Omnicom, says if O’Halloran can replicate the performance of the Australian and New Zealand group internationally, they’re going to “have a great time together”. Here’s what the low-profile O'Halloran says he’s going to do.    

44:56

EP77 - S1

27 Jul 20

Danny Bass from the outside: Ex-IPG Mediabrands CEO says culture requires agencies, media people back in the office for magic to happen; COVID to hurt media owners more than agencies

It won’t be music to some ears but Danny Bass has been conducting executive leadership offsites for media and agency top brass in recent weeks and he’s convinced those that can get their people back in the office, or at least physically interacting as groups beyond Zoom, will have “first mover advantage”. It’s about the industry’s culture breeding creativity, ideas and magic. 

Danny Bass from the outside: Ex-IPG Mediabrands CEO says culture requires agencies, media people back in the office for magic to happen; COVID to hurt media owners more than agencies

It won’t be music to some ears but Danny Bass has been conducting executive leadership offsites for media and agency top brass in recent weeks and he’s convinced those that can get their people back in the office, or at least physically interacting as groups beyond Zoom, will have “first mover advantage”. It’s about the industry’s culture breeding creativity, ideas and magic. 

40:56

EP76 - S1

20 Jul 20

Media’s “most influential” person of the decade? Bob Hoffman is bleak, grumpy and wishes the advertising holding companies would fail for a better industry

Mark Ritson calls him one of our "truly great marketing iconoclasts". Professor Byron Sharp says “I wish I was brave enough to be this rude” and NY-based ID Comms CEO Tom Denford predicts Bob Hoffman will possibly be "the most influential person of the decade in media". Here’s Hoffman in full flight. Enjoy.

Media’s “most influential” person of the decade? Bob Hoffman is bleak, grumpy and wishes the advertising holding companies would fail for a better industry

Mark Ritson calls him one of our "truly great marketing iconoclasts". Professor Byron Sharp says “I wish I was brave enough to be this rude” and NY-based ID Comms CEO Tom Denford predicts Bob Hoffman will possibly be "the most influential person of the decade in media". Here’s Hoffman in full flight. Enjoy.

37:28

EP75 - S1

13 Jul 20

Influencer marketing - cowgirls, cowboys, brands and agencies prepare for more regulatory scrutiny, cash-for-comment disclosure and measurement rigour

Cash for comment used to be - and still is - quicksand for advertisers and media companies but not so for influencer marketing, worth $87bn globally and upwards of $240m in Australia. But a new code of practice from the recently formed Australian Influencer Marketing Council (AIMCO) aims to tackle the big challenges that could thwart the credibility of mega, macro, micro and nano influencers. Big fines is but one of the incentives motivating AIMCO and the big five global communications holding companies which are backing the initiative.    

Influencer marketing - cowgirls, cowboys, brands and agencies prepare for more regulatory scrutiny, cash-for-comment disclosure and measurement rigour

Cash for comment used to be - and still is - quicksand for advertisers and media companies but not so for influencer marketing, worth $87bn globally and upwards of $240m in Australia. But a new code of practice from the recently formed Australian Influencer Marketing Council (AIMCO) aims to tackle the big challenges that could thwart the credibility of mega, macro, micro and nano influencers. Big fines is but one of the incentives motivating AIMCO and the big five global communications holding companies which are backing the initiative.    

36:56

EP74 - S1

6 Jul 20

IBM CMO Jodie Sangster, Volvo’s Julie Hutchinson join Deloitte economist and Rob Brittain on Australia’s ad spend black hole and why 'how we marketing has changed forever'

Deloitte partner John O’Mahony says advertising and marketing “definitely has a perception issue” amongst executive leadership while arguing marketing drives growth and shouldn’t be a cost centre. Volvo and IBM marketers respond on their strategic shifts and hurdles in moving to brand over short-term tactics. Rob Brittain, co-author with Peter Field on the Communications Council's landmark Australian advertising study, cuts through with answers. 

IBM CMO Jodie Sangster, Volvo’s Julie Hutchinson join Deloitte economist and Rob Brittain on Australia’s ad spend black hole and why 'how we marketing has changed forever'

Deloitte partner John O’Mahony says advertising and marketing “definitely has a perception issue” amongst executive leadership while arguing marketing drives growth and shouldn’t be a cost centre. Volvo and IBM marketers respond on their strategic shifts and hurdles in moving to brand over short-term tactics. Rob Brittain, co-author with Peter Field on the Communications Council's landmark Australian advertising study, cuts through with answers. 

46:15

EP73 - S1

29 Jun 20

Vodafone’s former global media chief on lessons in-housing media, transparency and why programmatic is ‘ripe for regulation'

Paul Evans was one of the driving forces of Vodafone’s global in-housing of search, social and digital media but he’s still not sure the ad industry at large has solved John Wanamaker’s famed conundrum that half his advertising was wasted but he didn’t know which half. Evans was also involved in the early scoping of PwC's recent forensic dive in the UK into the programmatic supply chain - which couldn't find where a third of cost is ending up. Given the billions advertisers are spending programmatically, he thinks regulation beckons. And while in-housing programmatic is “hard work”, Evans believes Vodafone and others that have committed for the long term will only gain... and won't be U-turning any time soon.

Vodafone’s former global media chief on lessons in-housing media, transparency and why programmatic is ‘ripe for regulation'

Paul Evans was one of the driving forces of Vodafone’s global in-housing of search, social and digital media but he’s still not sure the ad industry at large has solved John Wanamaker’s famed conundrum that half his advertising was wasted but he didn’t know which half. Evans was also involved in the early scoping of PwC's recent forensic dive in the UK into the programmatic supply chain - which couldn't find where a third of cost is ending up. Given the billions advertisers are spending programmatically, he thinks regulation beckons. And while in-housing programmatic is “hard work”, Evans believes Vodafone and others that have committed for the long term will only gain... and won't be U-turning any time soon.

44:20

EP72 - S1

22 Jun 20

Bleak but not over - Nine-Fairfax ad deal with Google to end;  Premium Content Alliance says record subs, eyeballs and cookie collapse good for local, “contextual” media v Google, Facebook duopoly

Nine’s Chief Digital and Publishing Officer Chris Janz says the once contentious ad deal Fairfax struck with Google before Nine’s takeover will now "likely mean we’ll have a different relationship with Google" as the newly formed Premium Content Alliance (PCA) of major local publishers plans another counter strike on Google and Facebook with “effectiveness research”. It will also upend the market’s current and outdated preoccupation with Nielsen audience rankings, say PCA heavies Kim Portrate, Chris Janz (Nine) and Gereurd Roberts (Seven West Media).        

Bleak but not over - Nine-Fairfax ad deal with Google to end;  Premium Content Alliance says record subs, eyeballs and cookie collapse good for local, “contextual” media v Google, Facebook duopoly

Nine’s Chief Digital and Publishing Officer Chris Janz says the once contentious ad deal Fairfax struck with Google before Nine’s takeover will now "likely mean we’ll have a different relationship with Google" as the newly formed Premium Content Alliance (PCA) of major local publishers plans another counter strike on Google and Facebook with “effectiveness research”. It will also upend the market’s current and outdated preoccupation with Nielsen audience rankings, say PCA heavies Kim Portrate, Chris Janz (Nine) and Gereurd Roberts (Seven West Media).        

40:39

EP71 - S1

15 Jun 20

VB, Bunnings, Toyota top Australia’s first Audio Logo Index as smart speakers set new branding challenge

Mastercard and Intel are among the highest profile brands who have invested heavily in “sonic branding” but Procter & Gamble and a host of big names are now treating audio branding as important as visual and video identity. New York-based Veritonic and SCA tested a 400,000-panel of Australians to produce the first annual Audio Logo Index in which Bunnings, VB and Toyota were leaders. Here’s why.

VB, Bunnings, Toyota top Australia’s first Audio Logo Index as smart speakers set new branding challenge

Mastercard and Intel are among the highest profile brands who have invested heavily in “sonic branding” but Procter & Gamble and a host of big names are now treating audio branding as important as visual and video identity. New York-based Veritonic and SCA tested a 400,000-panel of Australians to produce the first annual Audio Logo Index in which Bunnings, VB and Toyota were leaders. Here’s why.

32:36

EP70 - S1

11 Jun 20

Global ad effectiveness grandmaster Peter Field on Australia’s big problem with ad spend and GDP and why B2B marketers could be powering ahead of their consumer marketing peers in driving short and long-term growth through COVID

Australian marketers could be showing "signs of panic” if sobering new analysis from Peter Field and The Communications Council is right. What’s more, B2B marketers here could be powering ahead of their consumer marketing peers in reassessing short-term tactical marketing to longer term brand building to drive growth. LinkedIn’s Prue Cox joins Comms Council CEO Tony Hale and Peter Field for a conversation that captures the Australian conundrum. And a way out.   

Global ad effectiveness grandmaster Peter Field on Australia’s big problem with ad spend and GDP and why B2B marketers could be powering ahead of their consumer marketing peers in driving short and long-term growth through COVID

Australian marketers could be showing "signs of panic” if sobering new analysis from Peter Field and The Communications Council is right. What’s more, B2B marketers here could be powering ahead of their consumer marketing peers in reassessing short-term tactical marketing to longer term brand building to drive growth. LinkedIn’s Prue Cox joins Comms Council CEO Tony Hale and Peter Field for a conversation that captures the Australian conundrum. And a way out.   

41:50

EP69 - S1

8 Jun 20

'Massive reinvention, huge success': The AFL’s COVID  "digital makegoods” strategy changed everything for commercial partners and content, says AFL ‘livewires’ Kylie Rogers and Sarah Wyse

After a $600m loan, standing down 85% of its staff and the competition set to restart on June 11, off-season audiences are up 50% for AFL Media as COVID forced new digital products for fans and fast-tracked a surge in women and younger audiences with more entertainment and lifestyle content. “We’re all working seven days a week but frankly we’re in great shape,” says ex-Network Ten exec and Mammamia MD, Kylie Rogers, now General Manager, Commercial, for the AFL. 

'Massive reinvention, huge success': The AFL’s COVID  "digital makegoods” strategy changed everything for commercial partners and content, says AFL ‘livewires’ Kylie Rogers and Sarah Wyse

After a $600m loan, standing down 85% of its staff and the competition set to restart on June 11, off-season audiences are up 50% for AFL Media as COVID forced new digital products for fans and fast-tracked a surge in women and younger audiences with more entertainment and lifestyle content. “We’re all working seven days a week but frankly we’re in great shape,” says ex-Network Ten exec and Mammamia MD, Kylie Rogers, now General Manager, Commercial, for the AFL. 

34:09

EP68 - S1

1 Jun 20

Marketing cloud ‘fatigue' and ‘personalisation 2.0' - the post-COVID changes for CX, online targeting and ads run deep

Massive complexity is creating “marketing cloud fatigue”, says Gartner’s California-based senior director and analyst Ben Bloom, who joins Publicis Sapient ANZ managing director Sarah Adam-Gedge, Citi’s Head of Digital and Segments Roger Slater and Brand Traction’s Jon Bradshaw in Episode Two on why personalisation is a quaint bygone - even with tech.

Marketing cloud ‘fatigue' and ‘personalisation 2.0' - the post-COVID changes for CX, online targeting and ads run deep

Massive complexity is creating “marketing cloud fatigue”, says Gartner’s California-based senior director and analyst Ben Bloom, who joins Publicis Sapient ANZ managing director Sarah Adam-Gedge, Citi’s Head of Digital and Segments Roger Slater and Brand Traction’s Jon Bradshaw in Episode Two on why personalisation is a quaint bygone - even with tech.

50:15

EP67 - S1

25 May 20

Clemenger BBDO chair Robert Morgan: More divisions to merge or close, creative agencies to follow CHEP ‘powerhouse’ into e-comm, data

Clemenger BBDO Group executive chairman Robert Morgan has a long-held view that "you take your medicine early” in a downturn, flagging more consolidation within the group as the big creative agency brands become central hubs for creative, e-commerce, data and precision marketing. But he “absolutely won’t” be replicating WPP’s centralised production model in Australia and New Zealand for lower-cost, high velocity work. “We won’t be doing it that way,” he says. Morgan also believes there’s "no question" a shift of at least 20% of people working more flexibly out of Clemenger offices is a given.      

Clemenger BBDO chair Robert Morgan: More divisions to merge or close, creative agencies to follow CHEP ‘powerhouse’ into e-comm, data

Clemenger BBDO Group executive chairman Robert Morgan has a long-held view that "you take your medicine early” in a downturn, flagging more consolidation within the group as the big creative agency brands become central hubs for creative, e-commerce, data and precision marketing. But he “absolutely won’t” be replicating WPP’s centralised production model in Australia and New Zealand for lower-cost, high velocity work. “We won’t be doing it that way,” he says. Morgan also believes there’s "no question" a shift of at least 20% of people working more flexibly out of Clemenger offices is a given.      

32:14

EP66 - S1

18 May 20

Google's new 2022 cookie apocalypse: Why it will hit first party data and a solution from Westpac's ex-digital media and tech boss

From 2022, Google will ban the use of third party cookies within its Chrome browser, joining Apple and others in voiding the digital marketing industry's most widespread currency. That's going to break things - including new pressure on first party data. Many companies don't even know what's going to hit them but for those that want to stay in business, there's still time - just. 

Google's new 2022 cookie apocalypse: Why it will hit first party data and a solution from Westpac's ex-digital media and tech boss

From 2022, Google will ban the use of third party cookies within its Chrome browser, joining Apple and others in voiding the digital marketing industry's most widespread currency. That's going to break things - including new pressure on first party data. Many companies don't even know what's going to hit them but for those that want to stay in business, there's still time - just. 

01:01:36

EP65 - S1

11 May 20

Wasteland of tech tools: Gartner says 80% of marketers will ditch personalisation by 2025. ‘No chance’ says Citi, WPP

Gartner’s provocative forecast that personalisation will prove an expensive wasteland of tech tools in five years has Citi’s Australian head of segments and digital, Roger Slater, fired up. Yes, a day of reckoning is coming for tech vendors and ‘fundamentally lazy’ marketers who think personalisation is a tech problem. But it’s not about the tech, Slater says. WPP’s Adam Good worries there are too many tech Ferrarris idling in the garage being used by people "trained in the tools, not marketing”. Another problem. Brand Traction’s Jon Bradshaw has the science. Time to listen up.

Wasteland of tech tools: Gartner says 80% of marketers will ditch personalisation by 2025. ‘No chance’ says Citi, WPP

Gartner’s provocative forecast that personalisation will prove an expensive wasteland of tech tools in five years has Citi’s Australian head of segments and digital, Roger Slater, fired up. Yes, a day of reckoning is coming for tech vendors and ‘fundamentally lazy’ marketers who think personalisation is a tech problem. But it’s not about the tech, Slater says. WPP’s Adam Good worries there are too many tech Ferrarris idling in the garage being used by people "trained in the tools, not marketing”. Another problem. Brand Traction’s Jon Bradshaw has the science. Time to listen up.

40:52

EP64 - S1

4 May 20

Getting personal: Emerging agency leaders trade views with senior industry execs on half the industry facing emotional stress and mental health pressures; the struggle of managing fragile teams remotely and a post-COVID seachange movement in media.

WPP’s Team Red media lead on Vodafone, Emily Cook, says WFH has “humanised” client-agency relationships but Bohemia’s national planning director Mark Echo says he’s been on a more volatile emotional rollercoaster than when in the office. Wavemaker CEO Peter Vogel still heads to work daily and can’t wait to get his teams back together in the office. MFA CEO Sophie Madden, however, agrees with Mark Echo that post-COVID up to 50% of the industry will see material shifts in how they work. Want a real, no BS conversation? This one delivers. 

Getting personal: Emerging agency leaders trade views with senior industry execs on half the industry facing emotional stress and mental health pressures; the struggle of managing fragile teams remotely and a post-COVID seachange movement in media.

WPP’s Team Red media lead on Vodafone, Emily Cook, says WFH has “humanised” client-agency relationships but Bohemia’s national planning director Mark Echo says he’s been on a more volatile emotional rollercoaster than when in the office. Wavemaker CEO Peter Vogel still heads to work daily and can’t wait to get his teams back together in the office. MFA CEO Sophie Madden, however, agrees with Mark Echo that post-COVID up to 50% of the industry will see material shifts in how they work. Want a real, no BS conversation? This one delivers. 

46:17

EP63 - S1

27 Apr 20

‘Market got it wrong’ - radio audiences surge as streaming, catch-up, apps, smart speakers surpass broadcast ‘commute’ listening

Southern Cross Austereo’s Brian Gallagher says the market got it all wrong on concerns COVID radio audiences would crater because of vanishing work commutes. Omnicom Media Group’s head of audio and outdoor Jo Dick agrees. SCA’s 1.2 million digital streaming and app users show the typical spikes in breakfast and drive slots have spread across the day. Now for a revolution in radio’s diary-based audience currency…Jo Dick calls for overnight radio numbers, like TV, within a year.  

‘Market got it wrong’ - radio audiences surge as streaming, catch-up, apps, smart speakers surpass broadcast ‘commute’ listening

Southern Cross Austereo’s Brian Gallagher says the market got it all wrong on concerns COVID radio audiences would crater because of vanishing work commutes. Omnicom Media Group’s head of audio and outdoor Jo Dick agrees. SCA’s 1.2 million digital streaming and app users show the typical spikes in breakfast and drive slots have spread across the day. Now for a revolution in radio’s diary-based audience currency…Jo Dick calls for overnight radio numbers, like TV, within a year.  

39:09

EP62 - S1

23 Apr 20

Trusted media? Editors at The Sydney Morning Herald and Nine News talk COVID news ad blacklists, booming audiences and subs and a swing to non-COVID content with Carat CEO Sue Squillace and Nine’s Michael Stephenson

Two leading “trusted media" news editors mix it up with Carat CEO Sue Squillace and Nine’s Chief Sales Officer Michael Stephenson on media consumption trends and what advertisers will do next. Squillace says the online shopping surge is affecting media channel allocation - to digital performance - but Carat’s strategy teams have "never been busier” planning for the mid and longer term around brand.

Trusted media? Editors at The Sydney Morning Herald and Nine News talk COVID news ad blacklists, booming audiences and subs and a swing to non-COVID content with Carat CEO Sue Squillace and Nine’s Michael Stephenson

Two leading “trusted media" news editors mix it up with Carat CEO Sue Squillace and Nine’s Chief Sales Officer Michael Stephenson on media consumption trends and what advertisers will do next. Squillace says the online shopping surge is affecting media channel allocation - to digital performance - but Carat’s strategy teams have "never been busier” planning for the mid and longer term around brand.

42:32

EP61 - S1

20 Apr 20

HiPages CCO Stuart Tucker flips from brand to performance marketing; Ex-Diageo CMO Adam Ballesty banks on COVID alcohol boom to halt

Two former blue chip corporate marketers tell a very different story now they’re at smaller, scrappier start-up ventures. Former Combank marketer Stuart Tucker says many marketing peers in large organisations are "out of touch” with mainstream Australia and need a dose of humility. Meanwhile Seedlip APAC general manager, Adam Ballesty,  is scrambling to push the fast growing non-alcoholic, distilled spirits category when restaurants and bars are closed and everyone is reaching for a drink.

HiPages CCO Stuart Tucker flips from brand to performance marketing; Ex-Diageo CMO Adam Ballesty banks on COVID alcohol boom to halt

Two former blue chip corporate marketers tell a very different story now they’re at smaller, scrappier start-up ventures. Former Combank marketer Stuart Tucker says many marketing peers in large organisations are "out of touch” with mainstream Australia and need a dose of humility. Meanwhile Seedlip APAC general manager, Adam Ballesty,  is scrambling to push the fast growing non-alcoholic, distilled spirits category when restaurants and bars are closed and everyone is reaching for a drink.

36:22

EP60 - S1

15 Apr 20

Coles CMO Lisa Ronson on media mix, the rise of TV and newspapers and splitting marketing for a post-COVID strategy

The Coles research and insights team is feeding the broader marketing operation daily on insights and messaging strategies coming from what Google and Facebook are capturing in search and social and what the just-overhauled creative and media agency partners are tapping from international markets that are weeks ahead of the Australian COVID-19 situation. She talks with Mi3 Executive Editor Paul McIntyre.       

Coles CMO Lisa Ronson on media mix, the rise of TV and newspapers and splitting marketing for a post-COVID strategy

The Coles research and insights team is feeding the broader marketing operation daily on insights and messaging strategies coming from what Google and Facebook are capturing in search and social and what the just-overhauled creative and media agency partners are tapping from international markets that are weeks ahead of the Australian COVID-19 situation. She talks with Mi3 Executive Editor Paul McIntyre.       

32:17

EP59 - S1

13 Apr 20

Mark Ritson v Suncorp CMO Mim Haysom on marketers as “communications muppets”; Suncorp declares no COVID cuts to marketing spend

Like Telstra CMO Jeremy Nicolas two weeks ago, Suncorp’s marketing and brand boss Mim Haysom says "we haven't cut our marketing budgets and have no intention of doing that”. An 18-month effort by Haysom to convince Suncorp's leadership and board to view long-term investment in brand and marketing as a growth driver has paid off. Mark Ritson says Haysom is "a 1-in-100 marketer” as he joins up with ADMA to launch a 12-week work-from-home "Marketing Masterclass” series later this month. But…they do don the gloves for a light stoush over marketing’s obsession with communications.

Mark Ritson v Suncorp CMO Mim Haysom on marketers as “communications muppets”; Suncorp declares no COVID cuts to marketing spend

Like Telstra CMO Jeremy Nicolas two weeks ago, Suncorp’s marketing and brand boss Mim Haysom says "we haven't cut our marketing budgets and have no intention of doing that”. An 18-month effort by Haysom to convince Suncorp's leadership and board to view long-term investment in brand and marketing as a growth driver has paid off. Mark Ritson says Haysom is "a 1-in-100 marketer” as he joins up with ADMA to launch a 12-week work-from-home "Marketing Masterclass” series later this month. But…they do don the gloves for a light stoush over marketing’s obsession with communications.

44:34

EP58 - S1

2 Apr 20

Covid 19 Series Update: Hoyts CEO Damian Keogh on what next for Hollywood, media and ad market after cinema shutdown

For the first time in 111 years, Hoyts has shut its cinemas nationwide and stood down close to 3000 staff. Hoyts Chinese parent, Wanda, meanwhile has started re-opening its Chinese cinemas. Hoyts CEO Damian Keogh was supposed to be in Wuhan in January for the company’s annual conference, which was shifted to Guangzhou just days out. Here’s how Keogh sees the current crisis playing out.  

Covid 19 Series Update: Hoyts CEO Damian Keogh on what next for Hollywood, media and ad market after cinema shutdown

For the first time in 111 years, Hoyts has shut its cinemas nationwide and stood down close to 3000 staff. Hoyts Chinese parent, Wanda, meanwhile has started re-opening its Chinese cinemas. Hoyts CEO Damian Keogh was supposed to be in Wuhan in January for the company’s annual conference, which was shifted to Guangzhou just days out. Here’s how Keogh sees the current crisis playing out.  

22:28

EP57 - S1

30 Mar 20

COVID-19 Update: Telstra CMO: 'We haven’t paused anything’ as marketing, media sectors brace for 40% contraction, preserving jobs

Telstra CMO Jeremy Nicholas joins PwC Chief Economist Jeremy Thorpe, Omnicom Media Group CEO Peter Horgan and Executive Channel Holdings CEO and Outdoor Media Association chairman Charles Parry-Okeden in a critical discussion on managing through COVID-19 in coming weeks and how it may rewire the future of industry and jobs. 

COVID-19 Update: Telstra CMO: 'We haven’t paused anything’ as marketing, media sectors brace for 40% contraction, preserving jobs

Telstra CMO Jeremy Nicholas joins PwC Chief Economist Jeremy Thorpe, Omnicom Media Group CEO Peter Horgan and Executive Channel Holdings CEO and Outdoor Media Association chairman Charles Parry-Okeden in a critical discussion on managing through COVID-19 in coming weeks and how it may rewire the future of industry and jobs. 

41:23

EP56 - S1

18 Mar 20

AusPost CMO Amber Collins on her lessons at Coles, why “lazy" marketers use social and what next

When former Coles marketing heavy Amber Collins was approached by Australia Post to take the CMO role, she immediately said ‘no thanks’. But former News Corp exec and Collins’ new boss, Nicole Sheffield, eventually got her way. Collins unpacks her media, marketing and agency lessons from Coles and where she’s headed at Australia Post.

AusPost CMO Amber Collins on her lessons at Coles, why “lazy" marketers use social and what next

When former Coles marketing heavy Amber Collins was approached by Australia Post to take the CMO role, she immediately said ‘no thanks’. But former News Corp exec and Collins’ new boss, Nicole Sheffield, eventually got her way. Collins unpacks her media, marketing and agency lessons from Coles and where she’s headed at Australia Post.

27:52

EP55 - S1

16 Mar 20

‘Feisty' Anne Parsons on Harold Mitchell and why Out of Home can’t repeat TV’s mistakes

Anne Parsons was the only rival of media agency baron Harold Mitchell who publicly took him on when he reigned supreme. Now living in Paris, Parsons, who just exited the board of the now Quadrant private equity-owned QMS, explains why Out Of Home can’t and won’t repeat TV broadcaster apathy  – and more. 

‘Feisty' Anne Parsons on Harold Mitchell and why Out of Home can’t repeat TV’s mistakes

Anne Parsons was the only rival of media agency baron Harold Mitchell who publicly took him on when he reigned supreme. Now living in Paris, Parsons, who just exited the board of the now Quadrant private equity-owned QMS, explains why Out Of Home can’t and won’t repeat TV broadcaster apathy  – and more. 

25:05

EP54 - S1

12 Mar 20

The marketing black hole: Young and experienced marketers from Arnott’s, Baiada-Steggles, IAG and AANA dissect the worrying decline of capabilities among marketing professionals - it’s urgent

If engineering and science professionals - and graduates - lacked the basics like their peers currently do in marketing and communications, carnage would prevail. So what’s going on with marketers and the universities producing the next generation of leaders? Does anyone care or are we happily masquerading? Three years after graduating from Sydney University, Arnott’s assistant brand manager James Shepherd dukes it out with IAG CMO Brent Smart, Head of Marketng at the $2.5bn Baiada-Steggles group, Yash Gandhi and AANA CEO John Broome on why marketers must do better - and how.

The marketing black hole: Young and experienced marketers from Arnott’s, Baiada-Steggles, IAG and AANA dissect the worrying decline of capabilities among marketing professionals - it’s urgent

If engineering and science professionals - and graduates - lacked the basics like their peers currently do in marketing and communications, carnage would prevail. So what’s going on with marketers and the universities producing the next generation of leaders? Does anyone care or are we happily masquerading? Three years after graduating from Sydney University, Arnott’s assistant brand manager James Shepherd dukes it out with IAG CMO Brent Smart, Head of Marketng at the $2.5bn Baiada-Steggles group, Yash Gandhi and AANA CEO John Broome on why marketers must do better - and how.

25:13

EP53 - S1

9 Mar 20

Ex Red Rooster CEO Nick Keenan, now Starcom CEO, on client politics, martech silos and why advertising actually still works, fast

Recorded well before his appointment as Starcom Australia CEO, Nick Keenan opens up on running a quick-service restaurant for private equity owners, how a marketer-turned-CEO viewed marketing and agencies, why brand owners can be as dysfunctional as agency groups are accused of and how martech is presenting the same challenges as social and search did five years ago. Creative agencies, particularly, will be happy. Keenan thinks they’re underrated, particularly in UX and design.

Ex Red Rooster CEO Nick Keenan, now Starcom CEO, on client politics, martech silos and why advertising actually still works, fast

Recorded well before his appointment as Starcom Australia CEO, Nick Keenan opens up on running a quick-service restaurant for private equity owners, how a marketer-turned-CEO viewed marketing and agencies, why brand owners can be as dysfunctional as agency groups are accused of and how martech is presenting the same challenges as social and search did five years ago. Creative agencies, particularly, will be happy. Keenan thinks they’re underrated, particularly in UX and design.

25:46

EP52 - S1

9 Mar 20

The very troubled world of linear TV - why even brands are now spooked about the demise of advertising’s Golden Goose

It’s a bit late but brands the world over are realising linear TV was their Golden Goose for impact - and they don’t see a real replacement. But there is some light. Three international TV analysts talk to Mi3’s Paul McIntyre about fear, fury and fatigue - and an avalanche of ad-funded streaming services (AVOD) in the next five years. The “ads are dead” crowd may have to temper their joy -  consumers are piling into hybrid ad-subscription streaming services where they pay less for taking ads. And they are.

The very troubled world of linear TV - why even brands are now spooked about the demise of advertising’s Golden Goose

It’s a bit late but brands the world over are realising linear TV was their Golden Goose for impact - and they don’t see a real replacement. But there is some light. Three international TV analysts talk to Mi3’s Paul McIntyre about fear, fury and fatigue - and an avalanche of ad-funded streaming services (AVOD) in the next five years. The “ads are dead” crowd may have to temper their joy -  consumers are piling into hybrid ad-subscription streaming services where they pay less for taking ads. And they are.

31:21

EP51 - S1

2 Mar 20

TV faces up to ‘food fatigue’ but MasterChef EP predicts 5-10% rise for 2020

TV food shows are on the nose and agencies and advertisers are twitchy. Veteran MasterChef Executive Producer at Endemol Shine, Marty Benson, says be calm. The revamped MasterChef format with new judges and a new pace will return the show to audience growth this year. Ten’s Head of Programming, Daniel Monaghan, agrees. Here’s why.

TV faces up to ‘food fatigue’ but MasterChef EP predicts 5-10% rise for 2020

TV food shows are on the nose and agencies and advertisers are twitchy. Veteran MasterChef Executive Producer at Endemol Shine, Marty Benson, says be calm. The revamped MasterChef format with new judges and a new pace will return the show to audience growth this year. Ten’s Head of Programming, Daniel Monaghan, agrees. Here’s why.

17:26

EP50 - S1

27 Feb 20

More tech, less media: IPG Mediabrands new CEO Mark Coad and APAC boss Leigh Terry on diluting their media risk

A $2.3bn global acquisition of data firm Acxiom 18 months ago has triggered a wave of new ventures for New York-based marketing services holding group IPG - it's delivering media unit, IPGMediabrands, the chance to spread its risk and reliance on media. Kinesso, a new global marketing, advertising and data technology platform, is part of the plan. Former Omnicom veteran Mark Coad and APAC CEO Leigh Terry unveal their plans, talk Coronavirus implications for marketing and why Coad jumped ship. 

More tech, less media: IPG Mediabrands new CEO Mark Coad and APAC boss Leigh Terry on diluting their media risk

A $2.3bn global acquisition of data firm Acxiom 18 months ago has triggered a wave of new ventures for New York-based marketing services holding group IPG - it's delivering media unit, IPGMediabrands, the chance to spread its risk and reliance on media. Kinesso, a new global marketing, advertising and data technology platform, is part of the plan. Former Omnicom veteran Mark Coad and APAC CEO Leigh Terry unveal their plans, talk Coronavirus implications for marketing and why Coad jumped ship. 

27:36

EP49 - S1

24 Feb 20

Kia’s top marketer says Uber Eats kicked other brands "in the teeth” with its Australian Open sponsorship. Kia wants to match it

Kia’s GM marketing, Dean Norbiato, admits the auto company has a major "brand rejection” challenge among Australians and undercooked its two-decade backing of The Australian Open. But that’s all changing massively. Kia and Uber Eats top marketers reveal their inside thinking on the worth of broadcast sponsorships.

Kia’s top marketer says Uber Eats kicked other brands "in the teeth” with its Australian Open sponsorship. Kia wants to match it

Kia’s GM marketing, Dean Norbiato, admits the auto company has a major "brand rejection” challenge among Australians and undercooked its two-decade backing of The Australian Open. But that’s all changing massively. Kia and Uber Eats top marketers reveal their inside thinking on the worth of broadcast sponsorships.

30:11

EP48 - S1

20 Feb 20

L’Oreal’s media director Lyndell Campher on problems with YouTube and the upside to TV, Instagram and influencers

L’Oreal completed a research project late last year that will see the Australian and New Zealand unit reweight its media investments away from YouTube to TV and Instagram in 2020, along with less ad campaigns overall. Influencer fraud remains a concern but it’s not stopping the cosmetics giant investing in social channels over celebrities although Network Ten and Hit Network’s Carrie Bickmore remains one of L’Oreal’s top influencers - and celebrities. Later this year Campher says L’Oreal plans to link influencers directly to online sales to test their mettle.

L’Oreal’s media director Lyndell Campher on problems with YouTube and the upside to TV, Instagram and influencers

L’Oreal completed a research project late last year that will see the Australian and New Zealand unit reweight its media investments away from YouTube to TV and Instagram in 2020, along with less ad campaigns overall. Influencer fraud remains a concern but it’s not stopping the cosmetics giant investing in social channels over celebrities although Network Ten and Hit Network’s Carrie Bickmore remains one of L’Oreal’s top influencers - and celebrities. Later this year Campher says L’Oreal plans to link influencers directly to online sales to test their mettle.

24:30

EP47 - S1

17 Feb 20

It’s weird: ‘Bleak’, dystopian under 30s are flocking to the movies for escape and rare big culture moments

Wtf? The number of 14-24 year-olds heading to the box office was up 20% in Australia last year. Under 30s were up 7%. Why? Social researcher Matt Sandwell and Val Morgan’s managing director Guy Burbidge say the vast underbelly of society is feeling bleak - young and old. Fantasy, escape and a desire for disappearing “big cultural moments” are on the rise and this year’s line-up from Hollywood and beyond will fuel the desire for mass cultural connections. On the upside, “cultural imprinting” is exactly what brands want too.   

It’s weird: ‘Bleak’, dystopian under 30s are flocking to the movies for escape and rare big culture moments

Wtf? The number of 14-24 year-olds heading to the box office was up 20% in Australia last year. Under 30s were up 7%. Why? Social researcher Matt Sandwell and Val Morgan’s managing director Guy Burbidge say the vast underbelly of society is feeling bleak - young and old. Fantasy, escape and a desire for disappearing “big cultural moments” are on the rise and this year’s line-up from Hollywood and beyond will fuel the desire for mass cultural connections. On the upside, “cultural imprinting” is exactly what brands want too.   

19:07

EP46 - S1

13 Feb 20

Marketing and media’s troubled future: Mark Ritson, LinkedIn think tank, IPA UK’s Fran Cassidy have a solution

Short-term tactics have trapped marketers into just one ‘P’ – promotion – in marketing's “4P’s” manifesto of Price, Product, Place (distribution) and Promotion (communication). But even “Promotion" is in decline. The result is a credulous future for marketing with senior business management. In a tour de force for B2C and B2B professionals,  Mark Ritson, the global director of the New York-based B2B Institute, Jann Schwarz, and IPA advisor Fran Cassidy nail what needs to happen - now. 

Marketing and media’s troubled future: Mark Ritson, LinkedIn think tank, IPA UK’s Fran Cassidy have a solution

Short-term tactics have trapped marketers into just one ‘P’ – promotion – in marketing's “4P’s” manifesto of Price, Product, Place (distribution) and Promotion (communication). But even “Promotion" is in decline. The result is a credulous future for marketing with senior business management. In a tour de force for B2C and B2B professionals,  Mark Ritson, the global director of the New York-based B2B Institute, Jann Schwarz, and IPA advisor Fran Cassidy nail what needs to happen - now. 

42:14

EP45 - S1

10 Feb 20

oOh!media’s CEO Brendon Cook on why he’s exiting as the $100bn global programmatic sector circles out-of-home

oOh!media CEO Brendon Cook opens up on why he’s leaving the $700m-plus company he started as a “one man band” in 1989; what the skills and style of the new CEO will need; why the market is still missing the critical role for creative in media effectiveness and what the out-of-home industry will look like in 2021 as programmatic operatives eye-off a $100bn trading boom globally in digital screens. 

oOh!media’s CEO Brendon Cook on why he’s exiting as the $100bn global programmatic sector circles out-of-home

oOh!media CEO Brendon Cook opens up on why he’s leaving the $700m-plus company he started as a “one man band” in 1989; what the skills and style of the new CEO will need; why the market is still missing the critical role for creative in media effectiveness and what the out-of-home industry will look like in 2021 as programmatic operatives eye-off a $100bn trading boom globally in digital screens. 

32:52

EP44 - S1

6 Feb 20

Anthony Fitzgerald, Prof. Karen Nelson-Field on the media industry's ad impressions "currency crisis" and faltering advertising attention

TV industry veteran Anthony Fitzgerald joins leading international media academic Prof Karen Nelson-Field, Tumbleturn Media’s Jen Davidson and Craig Service from the globetrotting Australian TV and video data and measurement start-up, Adgile, to unpack the ad industry’s impressions crisis, why consumer attention metrics must inform price-focused impressions trading and the urgency for broadcasters to shakeup TV audience measurement to digital-like real-time audience reporting and impact. 

Anthony Fitzgerald, Prof. Karen Nelson-Field on the media industry's ad impressions "currency crisis" and faltering advertising attention

TV industry veteran Anthony Fitzgerald joins leading international media academic Prof Karen Nelson-Field, Tumbleturn Media’s Jen Davidson and Craig Service from the globetrotting Australian TV and video data and measurement start-up, Adgile, to unpack the ad industry’s impressions crisis, why consumer attention metrics must inform price-focused impressions trading and the urgency for broadcasters to shakeup TV audience measurement to digital-like real-time audience reporting and impact. 

29:13

EP43 - S1

3 Feb 20

How Xbox, Twitter reversed ‘goldfish’ attention spans in a world-first social gaming campaign

Think again if you’re convinced online communities have the attention span of a goldfish. Xbox and Twitter execs lift the lid on how complex social campaigns are booming, and how gaming consoles are advancing as hubs for streaming and media. 

How Xbox, Twitter reversed ‘goldfish’ attention spans in a world-first social gaming campaign

Think again if you’re convinced online communities have the attention span of a goldfish. Xbox and Twitter execs lift the lid on how complex social campaigns are booming, and how gaming consoles are advancing as hubs for streaming and media. 

19:46

EP42 - S1

30 Jan 20

Cheat Sheet - Part Two: Volvo, KPMG, AANA reveal world-leading marketing and media effectiveness science shaping brands for 2020

In the second of Mi3’s three-part series, execs from Volvo, KPMG, AANA and Brand Traction traverse the critical thinking and developments in the consumer attention economy and divergent analysis on how each media channel delivers attention, the rise of ESOV (Excess Share Of Voice) and the growth potential from media investment that indexes above a brand's product marketshare. In the third and final episode we wrap-up the collective thinking on consumer messaging and creative and the false economy and science of driving efficiency over effectiveness.

Cheat Sheet - Part Two: Volvo, KPMG, AANA reveal world-leading marketing and media effectiveness science shaping brands for 2020

In the second of Mi3’s three-part series, execs from Volvo, KPMG, AANA and Brand Traction traverse the critical thinking and developments in the consumer attention economy and divergent analysis on how each media channel delivers attention, the rise of ESOV (Excess Share Of Voice) and the growth potential from media investment that indexes above a brand's product marketshare. In the third and final episode we wrap-up the collective thinking on consumer messaging and creative and the false economy and science of driving efficiency over effectiveness.

29:16

EP41 - S1

27 Jan 20

Cheat Sheet - Part One: Volvo, KPMG, AANA reveal world-leading marketing and media effectiveness science shaping brands for 2020

In this three part series, execs at Volvo, KPMG, AANA and Brand Traction traverse the worrying limitations of today’s marketing grads, plus critical updates every marketer needs in applied behavioural economics from BJ Fogg and Daniel Kahemann, more on Prof. Byron Sharp and the Ehrenberg Bass Institute and the theme de jour of short-term results versus long-term brand building. In Part Two we dig deep into leading global effectiveness thinking in media and advertising. 

Cheat Sheet - Part One: Volvo, KPMG, AANA reveal world-leading marketing and media effectiveness science shaping brands for 2020

In this three part series, execs at Volvo, KPMG, AANA and Brand Traction traverse the worrying limitations of today’s marketing grads, plus critical updates every marketer needs in applied behavioural economics from BJ Fogg and Daniel Kahemann, more on Prof. Byron Sharp and the Ehrenberg Bass Institute and the theme de jour of short-term results versus long-term brand building. In Part Two we dig deep into leading global effectiveness thinking in media and advertising. 

35:32

EP40 - S1

20 Jan 20

ACCC Special Edition: 'Still futile” says Mark Ritson on government response to contain Google, Facebook

Mark Ritson, IAB CEO Gai Le Roy, Omnicom's Kristian Kroon and Mi3’s Paul McIntyre duke it out on the federal government’s response to the ACCC’s Digital Platforms Inquiry, the media industry’s ‘advertise or die’ campaign and if anyone other than Facebook and Google will see advertising growth in 2020. It’s fast, feisty and smart summer listening. 

ACCC Special Edition: 'Still futile” says Mark Ritson on government response to contain Google, Facebook

Mark Ritson, IAB CEO Gai Le Roy, Omnicom's Kristian Kroon and Mi3’s Paul McIntyre duke it out on the federal government’s response to the ACCC’s Digital Platforms Inquiry, the media industry’s ‘advertise or die’ campaign and if anyone other than Facebook and Google will see advertising growth in 2020. It’s fast, feisty and smart summer listening. 

36:33

EP39 - S1

16 Dec 19

Rise of the customer data platform - CDPs are hot and here’s why

‘CDP' is the hot new acronym blazing a path into tech stacks and corporates trying to deliver better customer experience. It used to be CRM, marketing clouds and martech so what’s a CDP got to do with anything?

Rise of the customer data platform - CDPs are hot and here’s why

‘CDP' is the hot new acronym blazing a path into tech stacks and corporates trying to deliver better customer experience. It used to be CRM, marketing clouds and martech so what’s a CDP got to do with anything?

29:23

EP37 - S1

9 Dec 19

Accenture Interactive’s new boss Mark Green says market, agencies will follow his firm's model

The Monkeys co-founder Mark Green has just been appointed Accenture Interactive’s boss in Australia and argues agencies, holding companies and the market-at-large “will move closer to where we’re heading”, blending tech, media, creativity, customer and experience design. Green talks to Mi3 Executive Editor Paul McIntyre.

Accenture Interactive’s new boss Mark Green says market, agencies will follow his firm's model

The Monkeys co-founder Mark Green has just been appointed Accenture Interactive’s boss in Australia and argues agencies, holding companies and the market-at-large “will move closer to where we’re heading”, blending tech, media, creativity, customer and experience design. Green talks to Mi3 Executive Editor Paul McIntyre.

22:36

EP36 - S1

2 Dec 19

Pressured Oz marketers, agencies more adversarial, fearful than US, UK peers

The McKinsey-backed Marketing Academy co-founder Sherilyn Shackell says the Australian marketing, media and tech sector is more fearful, negative and critical here than their global peers - and Australian expats who are much sought after abroad. She talks to Mi3 Executive Editor Paul McIntyre.

Pressured Oz marketers, agencies more adversarial, fearful than US, UK peers

The McKinsey-backed Marketing Academy co-founder Sherilyn Shackell says the Australian marketing, media and tech sector is more fearful, negative and critical here than their global peers - and Australian expats who are much sought after abroad. She talks to Mi3 Executive Editor Paul McIntyre.

30:05

EP35 - S1

25 Nov 19

Mark Ritson v Professor Caron Beaton-Wells on Big Tech, ACCC inquiry

Melbourne University Law School’s Professor Caron Beaton-Wells, a leading thinker on competition law, says the ACCC’s Digital Platforms Inquiry is globally “groundbreaking” and warns industry not to underestimate the ACCC’s intent on privacy and consumer protection. She talks to MI3 Executive Editor Paul McIntyre on the consumer privacy “paradox" and what's next for collecting and trading consumer data.   

Mark Ritson v Professor Caron Beaton-Wells on Big Tech, ACCC inquiry

Melbourne University Law School’s Professor Caron Beaton-Wells, a leading thinker on competition law, says the ACCC’s Digital Platforms Inquiry is globally “groundbreaking” and warns industry not to underestimate the ACCC’s intent on privacy and consumer protection. She talks to MI3 Executive Editor Paul McIntyre on the consumer privacy “paradox" and what's next for collecting and trading consumer data.   

22:49

EP34 - S1

18 Nov 19

IPG’s former CEO Danny Bass on his imminent return and why LinkedIn is a new industry problem

Danny Bass has finished gardening leave and reflects on six months outside the media bubble. He’s still off social media and explains why workplace yoga and meditation won’t fix industry's mental health issues.  

IPG’s former CEO Danny Bass on his imminent return and why LinkedIn is a new industry problem

Danny Bass has finished gardening leave and reflects on six months outside the media bubble. He’s still off social media and explains why workplace yoga and meditation won’t fix industry's mental health issues.  

30:29

EP33 - S1

11 Nov 19

Busting marketing's addiction to misleading, real-time dashboards with emerging new models

The marketing industry is trapped with the wrong measurement indicators for actual business growth. IAG’s former Marketing Effectiveness Lead, Matt Daniell, says “attribution models, short-term response campaigns and other crap” is confusing everyone. He joins Executive Editor Paul McIntyre, Ali Tilling, VML Y&R chief strategy officer, TrinityP3’s MD Nathan Hodges and Mal Dale at The Readership Works on the new mindset starting to emerge in measurement.

Busting marketing's addiction to misleading, real-time dashboards with emerging new models

The marketing industry is trapped with the wrong measurement indicators for actual business growth. IAG’s former Marketing Effectiveness Lead, Matt Daniell, says “attribution models, short-term response campaigns and other crap” is confusing everyone. He joins Executive Editor Paul McIntyre, Ali Tilling, VML Y&R chief strategy officer, TrinityP3’s MD Nathan Hodges and Mal Dale at The Readership Works on the new mindset starting to emerge in measurement.

28:12

EP32 - S1

7 Nov 19

Seven's James Warburton on cracking the SVOD market, his text to Matt Preston, reducing adloads and why it matters to marketers

James Warburton talks to Mi3 Executive Editor Paul McIntyre on the odds for real collaboration between TV broadcasters, Seven’s catch-up job on tech and systems, why he texted Matt Preston on his first day in the job and the future of ad loads for marketing effectiveness

Seven's James Warburton on cracking the SVOD market, his text to Matt Preston, reducing adloads and why it matters to marketers

James Warburton talks to Mi3 Executive Editor Paul McIntyre on the odds for real collaboration between TV broadcasters, Seven’s catch-up job on tech and systems, why he texted Matt Preston on his first day in the job and the future of ad loads for marketing effectiveness

24:02

EP31 - S1

4 Nov 19

Volvo’s marketing director on flipping to longer-term brand building over digital performance tactics

Volvo’s marketing boss Julie Hutchinson says Volvo got too reliant on performance media at Carsales, CarsAdvice and Carsguide and didn’t build Volvo’s brand appeal for buyer consideration in the the luxury auto segment. The new strategy is working. She joins Mindshare’s Joe Lunn and whiteGREY’s Lee Simpson on winning the 2019 Media Federation Grand Prix.  

Volvo’s marketing director on flipping to longer-term brand building over digital performance tactics

Volvo’s marketing boss Julie Hutchinson says Volvo got too reliant on performance media at Carsales, CarsAdvice and Carsguide and didn’t build Volvo’s brand appeal for buyer consideration in the the luxury auto segment. The new strategy is working. She joins Mindshare’s Joe Lunn and whiteGREY’s Lee Simpson on winning the 2019 Media Federation Grand Prix.  

30:54

EP30 - S1

28 Oct 19

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