Mi3 Audio Edition Podcast
1) ‘Inherently reckless’: Retailers’ inflated ‘owned media’ asset values are ‘wreaking havoc’; telcos, finance the biggest laggards in first global report on $573bn owned media sector
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...Show More
2) Why CommBank CMO Jo Boundy thinks brand content is a full funnel ‘silver bullet’ as consumption jumps 11%; News Australia report says ‘content ecosystems’ morphing to ‘brand worlds’
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 leve...Show More
3) Gary Vee is doing Superbowl ads for Kellogg’s next week – here’s why he won’t buy more TV, what he thinks of the Brits, Ritson, classic marketing and attention metrics … and when social media’s time is up
Host: Paul McIntyre, Editor-At-LargeGary ‘Vee’ Vaynerchuk says his pithy pro-social media views to circa 50 million followers are far more nuanced than the vast volumes of “Jersey bo...Show More
4) Redundancy repercussions: How marketing and media execs Liana Dubois, Katie Dally, Josh Slighting and Amy de Groot navigated the five stages of grief after job loss – then tapped lateral, imaginative thinking to make their next career choices
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 ...Show More
5) Marketing Gold: How Australian Redcross Lifeblood used TV to deliver a 120% increase in appointments, and KitKat made Gen Z penetration sales gains by taking ‘Have a Break’ to gamers
Marketing effectiveness: How we all strive to achieve it. In today’s episode, two very distinctive takes on successful work, from the verticals and business objectives in play, to audience targe...Show More
6) The rise of luxury retail media: Selfridges, Disney combine for unprecedented retail media Xmas campaign – as up-market department stores globally position for next growth wave from non-endemic brands
British luxury department store Selfridges has just launched a Christmas campaign co-created with Disney across almost the entire Selfridges portfolio of in-store and digital media assets. Now it&rsqu...Show More
7) Australian vs UK marketers on attention, measurement, reach and cost – and why Australia is pulling ahead on ad effectiveness over efficiency
Australian brand marketers and their UK counterparts came up with very different views on where they see their biggest challenges, according to a study by QMS that was aligned to research by Ocean Out...Show More
8) ‘Video is rapidly coming down the pipe’: Michael Stephenson’s masterplan for ARN, what’s next, and a massive 12 months ahead
New ARN CEO, Michael Stephenson, has been unusually quiet for much of the year. After this week’s upfronts, we now know why. Stephenson has been rapidly redesigning ARN from an audio operator to...Show More
9) Atomic 212°, Bupa and Inclusively Made: How to flip the script on disability representation to create inclusive media for all Australians
Atomic 212°’s Chief Strategy Officer, Asier Carazo and Bupa's GM of Marketing, Naomi Driver once shared a common fear that permeates much of the industry: How does a brand advance the cause ...Show More
10) Agencies, holdcos to become media owners, fin services with principal trading, retail media products; media owners merge and consolidate for cost-out, not transformation – Media ecologist Jack Myers calls the next three years
Six years ago, media ecologist Jack Myers called it right on the almost total automation of media buying. Now he says extending principal trading models into retail media is the future for media agenc...Show More