Mi3 Audio Edition

Host: Paul McIntyre, Editor-At-Large

For the shopping public, Coles’ ‘Down Down’ has stuck like super glue for more than a decade – while loathed by adland’s elite. They’ll be mostly thrilled on what Horton – Down Down’s creator – figures is likely now in a rare and wide-ranging interview and podcast. Think rest and hibernation, not a Down Down burial.  

Horton ran four win...

Host: Nadia Cameron, Publisher | Editor – Marketing

They all work for cheeky challenger brands in their respective categories, they’re not afraid of doing unconventional things – and now they’ve all been recognised as top 20 CMOs of the Year for committing to innovative and distinctly different approaches to realising growth ambitions at hand.

In this latest CMO Awards podcast episode, we’re looking at...

Host: Nadia Cameron, Publisher | Editor – Marketing

The Iconic CMO, Joanna Robinson, describes commercial marketers as “customer obsessed, commercially disciplined, always data-informed and strategically curious”. Former Naked Wines CEO and Unilever marketing leader, Paul Connell, says it’s about being highly accountable, “and also being someone who’s in for the business outside of their lane&rdq...

Host: Paul McIntyre, Editor-At-Large

In the last 20 years, KFC CMO Vanessa Rowed has worked across retail, banking, and QSR. Right now, compound market volatility makes “predicting demand really difficult” says Rowed.“That’s the biggest shift I am seeing.”

Boards and management are twitchy.

“Everything is just happening faster. At the same time, there's less margin for error … The illusion...

Host: Nadia Cameron, Publisher | Editor – Marketing

Numbers are increasingly stacking up that sticking to your brand narrative and creative platform knitting year after year pays outsized dividends. And it might just be the ticket to avoiding AI slop.

But it takes a wealth of market sensibility, consumer contextual input, creativity, fresh thinking and strategic nous to sell in such bold work in the first place – then k...

Host: Nadia Cameron, Publisher | Editor – Marketing

Patience of a saint, ‘glass half full’ mentality and commercially persuasive: These may not be the first things you put down on the list of attributes required in modern marketing leaders. But marketing today is as much about exercising influence internally as it is about delivering compelling creative and content externally. And exercising this muscle is never m...

Host: Andrew Birmingham, Editor - CX | Martech | Ecom

Banks, telcos, and insurers are rethinking how they engage customers, shifting away from mass marketing campaigns toward real-time decisioning systems designed to respond to individual behaviour, according to Jonathan Tanner, a senior executive at Pegasystems.

Tanner said many organisations still struggle with fragmented customer experiences, where interactions across channels a...

Host: Paul McIntyre, Editor-At-Large

Ryan Gosling is not a goose - at least on which feature films to front. His new movie, Project Hail Mary, from Amazon-owned Hollywood studio MGM, has blasted to this year’s best opener at the Australian box office at the time of its release.

It’s pulling mum, dad, kids and even the grandparents into a co-viewing experience they no longer do much of but want - more than brands imagine...

Host: Nadia Cameron, Publisher | Editor – Marketing

CMOs have always sought to build best-practice marketing teams – it’s one of the first things they’ll have on the to-do list when they take up a new gig. But what does the marketing team of the future even look like in a world where AI is disrupting everything? How do you as a CMO chart a path through the changing AI landscape as organisations continue to p...

Host: Paul McIntyre, Editor-At-Large

AI’s impact is rapidly eroding public trust in content, including the vast volumes originated by brands.

Gen Z is leading the public concern, typified by confusion over what is real and what has been blurred, blended and bent by nefarious AI operatives with hot prompts.

At stake for marketers and corporate affairs in an independently commissioned study called News Nation, is ...

Host: Nadia Cameron, Publisher | Editor – Marketing

Last year, one of the world’s leading minds on attention, Amplified founder Dr Karen Nelson-Field, set out to put a figure on the eye-watering cost of dull media. The job followed on from the esteemed Dr Peter Field and Eatbigfish consultancy lead, Adam Morgan’s original work ascertaining the cost associated with dull creative. The media work was based on attenti...

Host: Paul McIntyre, Editor-At-Large

95 per cent of St Kilda Football Club’s marketing budget goes into its owned assets. Chief Customer and Commercial Officer, Michael Scott, has worked across some of the world’s biggest and best consumer marketing companies. Now he’s packaging up “rich reach” and “mind-blowing” engagement rates to woo advertisers.

The likes of Chery are buying in: Across ...

Host: Paul McIntyre, Editor-At-Large

Merging two massive holdco structures after the global Omnicom-IPG merger and culling 100 brands is not for the faint hearted. Overhauling the local operating model entirely at the same time? Fraught with risk. But Nick Garrett’s master plan has the blessing of Omnicom chairman John Wren, and Garrett says he wouldn’t have taken the job without licence to radically recut the ANZ busin...

Host: Nadia Cameron, Publisher | Editor – Marketing

Live shopping, a blend of live video, real-time interaction and in-stream checkouts, is becoming a significant incremental ecommerce growth lever. Global figures suggest living shopping will tip an eye-watering US$2 trillion by 2030 and hit $1 trillion this year. It’s already revolutionising retail in Asian markets: Live shopping in China represents 80 per cent of...

Host: Nadia Cameron, Publisher | Editor – Marketing

For Expedia Group country director and marketing activation lead, Philippa Durant, completing an MBA culminated in three leadership pillars reflecting her own personal brand: Kindness, passion and creativity. For Monash IVF head of marketing, Stuart Matthewman, securing a new formal tertiary qualification meant being uncomfortable – especially when squaring up to finan...

Host: Paul McIntyre, Editor-At-Large

Despite a multi-year boom, there’s an abundance of retail executive teams around the world disappointed with their retail media network initiatives - largely because of a misleading valuation method influencing what retailers think they can extract in advertising terms from their physical and digital store media assets.

That’s one key finding in the first global report from Sonder on...

Host: Paul McIntyre, Editor-At-Large

When Jo Boundy greenlighted the second series of CommBank's financial wellbeing series The Brighter Side on Paramount 10, she expected good things but maybe not as good as the audience engagement levels turned out. The bank’s The Brighter Side  TV series garnered 2 million viewers. Tailored social content, which was  “double stacked” in production with the TV series, ...

Host: Paul McIntyre, Editor-At-Large

Gary ‘Vee’ Vaynerchuk says his pithy pro-social media views to circa 50 million followers are far more nuanced than the vast volumes of “Jersey boy competitive” social media sound bites let on. 

Is two seconds of social media attention enough to work for a brand? No - he agrees with Amplified Intelligence founder Karen Nelson-Field, with a couple of caveats, o...

Redundancy is rife across the marketing and agency ecosystem right now. And whether you have an inkling your job could be on the line, as Liana Dubois did when management consultants entered the Nine building, or it's a complete shock – such as Josh Slighting experienced when he left a growing REA Group, or Katie Dally felt after surviving a first round of cuts at Endeavour Group only to be hit in the second set – it of...