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-co...
Oct 26, 2020•40 min•Season 1Ep. 94
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. See omnystudio.com/listener for privacy information. S...
Oct 22, 2020•24 min•Season 1Ep. 93
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy in...
Oct 19, 2020•21 min•Season 1Ep. 92
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 witho...
Oct 12, 2020•39 min•Season 1Ep. 91
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 markete...
Oct 05, 2020•35 min•Season 1Ep. 90
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 o...
Sep 28, 2020•40 min•Season 1Ep. 89
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.
Sep 22, 2020•34 min•Season 1Ep. 88
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. See omnystudio.com/listener for pr...
Sep 14, 2020•30 min•Season 1Ep. 87
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.
Sep 07, 2020•37 min•Season 1Ep. 86
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 ...
Aug 31, 2020•26 min•Season 1Ep. 85
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Aug 27, 2020•45 min•Season 1Ep. 84
WPP’s founder Sir Martin Sorrell was ousted in 2018 and is now at the top of the $2.1bn challenger to Accenture, the big consulting firms and the global marketing services holding giants and agency networks. S4 is banking big time on tech firms like Adobe, Salesforce and Google for its growth and blending those capabilities with fast, borderless content production and digital media and business transformation. S4 APAC CEO Michel de Rijk talks frankly about more acquisitions in Australia and why ...
Aug 24, 2020•43 min•Season 1Ep. 83
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listene...
Aug 18, 2020•34 min•Season 1Ep. 82
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for ...
Aug 17, 2020•29 min•Season 1Ep. 81
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 Ma...
Aug 10, 2020•37 min•Season 1Ep. 80
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 in...
Aug 04, 2020•43 min•Season 1Ep. 79
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 Go...
Aug 03, 2020•46 min•Season 1Ep. 78
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 ...
Jul 27, 2020•45 min•Season 1Ep. 77
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Jul 20, 2020•41 min•Season 1Ep. 76
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Jul 13, 2020•37 min•Season 1Ep. 75
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 c...
Jul 06, 2020•37 min•Season 1Ep. 74
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. See omnystudio.com/listener for privacy informatio...
Jun 29, 2020•46 min•Season 1Ep. 73
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 programm...
Jun 22, 2020•44 min•Season 1Ep. 72
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, C...
Jun 15, 2020•41 min•Season 1Ep. 71
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy info...
Jun 11, 2020•33 min•Season 1Ep. 70
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. See omnystudio.com/listener for priv...
Jun 08, 2020•42 min•Season 1Ep. 69
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. See omnystudio.com/listener for p...
Jun 01, 2020•34 min•Season 1Ep. 68
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
May 25, 2020•50 min•Season 1Ep. 67
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 que...
May 18, 2020•32 min•Season 1Ep. 66
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
May 11, 2020•1 hr 2 min•Season 1Ep. 65
