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”...
May 04, 2020•41 min•Season 1Ep. 64
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 rea...
Apr 27, 2020•46 min•Season 1Ep. 63
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. See omnystudio.com...
Apr 23, 2020•39 min•Season 1Ep. 62
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy infor...
Apr 20, 2020•43 min•Season 1Ep. 61
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. See om...
Apr 15, 2020•36 min•Season 1Ep. 60
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy...
Apr 13, 2020•32 min•Season 1Ep. 59
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...
Apr 02, 2020•45 min•Season 1Ep. 58
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Mar 30, 2020•22 min•Season 1Ep. 57
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Mar 18, 2020•41 min•Season 1Ep. 56
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Mar 16, 2020•28 min•Season 1Ep. 55
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Mar 12, 2020•25 min•Season 1Ep. 54
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 grou...
Mar 09, 2020•25 min•Season 1Ep. 53
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. See omnystudio.co...
Mar 09, 2020•26 min•Season 1Ep. 52
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...
Mar 02, 2020•31 min•Season 1Ep. 51
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Feb 27, 2020•17 min•Season 1Ep. 50
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. Se...
Feb 24, 2020•28 min•Season 1Ep. 49
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Feb 20, 2020•30 min•Season 1Ep. 48
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 t...
Feb 17, 2020•25 min•Season 1Ep. 47
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 e...
Feb 13, 2020•19 min•Season 1Ep. 46
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. See omnystu...
Feb 10, 2020•42 min•Season 1Ep. 45
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy informa...
Feb 06, 2020•33 min•Season 1Ep. 44
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. See omn...
Feb 03, 2020•29 min•Season 1Ep. 43
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.
Jan 30, 2020•20 min•Season 1Ep. 42
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 econom...
Jan 27, 2020•29 min•Season 1Ep. 41
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. See omnystudio.com/listene...
Jan 20, 2020•36 min•Season 1Ep. 40
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Dec 16, 2019•37 min•Season 1Ep. 39
‘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? See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.
Dec 09, 2019•29 min•Season 1Ep. 37
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Dec 02, 2019•23 min•Season 1Ep. 36
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Nov 25, 2019•30 min•Season 1Ep. 35
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy ...
Nov 18, 2019•23 min•Season 1Ep. 34
