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. See omnystudio.com/listener for privacy inform...
May 20, 2021•41 min•Season 1Ep. 124
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 ...
May 17, 2021•44 min•Season 1Ep. 123
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.
May 13, 2021•30 min•Season 1Ep. 122
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...
May 10, 2021•55 min•Season 1Ep. 121
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...
May 06, 2021•49 min•Season 1Ep. 120
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
May 03, 2021•50 min•Season 1Ep. 119
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Apr 26, 2021•42 min•Season 1Ep. 118
“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, Adver...
Apr 19, 2021•41 min•Season 1Ep. 117
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-ba...
Apr 15, 2021•41 min•Season 1Ep. 116
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. See omnystudio.com/listener for priv...
Apr 13, 2021•23 min•Season 1Ep. 115
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. ...
Mar 22, 2021•42 min•Season 1Ep. 114
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 under...
Mar 16, 2021•49 min•Season 1Ep. 113
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 sho...
Mar 11, 2021•28 min•Season 1Ep. 112
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 dev...
Mar 08, 2021•23 min•Season 1Ep. 111
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. See omny...
Mar 04, 2021•37 min•Season 1Ep. 110
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 Custome...
Mar 01, 2021•44 min•Season 1Ep. 109
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. See omnystudio.com/list...
Feb 22, 2021•46 min•Season 1Ep. 108
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...
Feb 15, 2021•31 min•Season 1Ep. 107
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". See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Feb 08, 2021•52 min•Season 1Ep. 106
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. See omnystudio.com/listener for privacy informatio...
Feb 01, 2021•25 min•Season 1Ep. 105
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'. See omnystudio.com/listener for privacy information. See omn...
Jan 26, 2021•41 min•Season 1Ep. 104
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. See omnystudio.com/listener for privacy info...
Dec 07, 2020•55 min•Season 1Ep. 103
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 lear...
Nov 30, 2020•28 min•Season 1Ep. 102
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Nov 26, 2020•31 min•Season 1Ep. 101
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 Pietsch...
Nov 23, 2020•44 min•Season 1Ep. 100
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy informat...
Nov 19, 2020•46 min•Season 1Ep. 99
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. See omnystudio.com/listener for privac...
Nov 16, 2020•46 min•Season 1Ep. 98
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 G...
Nov 12, 2020•29 min•Season 1Ep. 97
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. See omnystudio.com/listener for privacy information. See omny...
Nov 09, 2020•37 min•Season 1Ep. 96
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. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information....
Nov 02, 2020•43 min•Season 1Ep. 95
