214 episodes

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

Mi3 Audio Edition LiSTNR

    • News
    • 4.5 • 33 Ratings

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

    Toyota’s ‘humility’ problem and big fix: An Australian brand makeover expands across 17 Asian markets to tackle next gen perceptions that rivals are snappier, louder, more innovative on mobility’s future

    Toyota’s ‘humility’ problem and big fix: An Australian brand makeover expands across 17 Asian markets to tackle next gen perceptions that rivals are snappier, louder, more innovative on mobility’s future

    Australia is Toyota country and holds similar clout and market dominance across 17 key markets in Asia. But there were looming clouds on the horizon that Toyota’s APAC execs could see would pose a near-future challenge for the region’s leading carmaker. Toyota’s “humility” around innovation and the future of mobility risked being too conservative and out-voiced by more aggressive, louder rivals attempting to own these new greenfield areas - and Toyota knew its next generation customers were being lured. Here’s how Toyota’s APAC VP of Sales and Marketing, Jerome Louis, and an Australian firm, Houston, mapped and delivered a four-year program to unify, for the first time, 17 highly-autonomous countries, all with their own market positionings, brand strategies, taglines and imagery, with a sweeping and unified overhaul of Toyota’s brand positioning and architecture. It’s an instructive case study in not having a fixed plan at the get-go but letting each of the markets discover and create a new positioning and suite of brand assets together – “Move your world”. Here’s how it happened.

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    • 50 min
    Retailers using DOOH as targeted catalogue, Woolworths, Coles, Myer piling in – QMS on wider City of Sydney launch, 100% ad verification guarantee, digital v static debate

    Retailers using DOOH as targeted catalogue, Woolworths, Coles, Myer piling in – QMS on wider City of Sydney launch, 100% ad verification guarantee, digital v static debate

    Digital out of home screens are the new retail catalogue, as the likes of Woolworths, Coles, Myer and JB HiFi place specific offers and sales depending on the weather, temperature and location. “It's basically a really flexible, tailored, measurable, targeted, third party guaranteed position,” QMS CEO John O’Neill says. Dan Murphy’s, for example, targets red wine messages for cold weather, white wine for hot and champagne for celebrations. “They do a really good job,” he adds. In the digital v static debate, O’Neill says digital reigns – it is the butterfly to static’s caterpillar. There’s a 63 per cent higher neuro impact factor with digital, QMS’ Chief Strategy Officer Christian Zavecz says. The OOH industry has agreed to verify 60 per cent of campaigns per hour, but QMS, two months from opening its City of Sydney contract to new clients, is staking its credentials on a 100 per cent guarantee. “We’ve gone out on a limb,” O’Neill says. “We think it’s really important.”

    See omnystudio.com/listener for privacy information.

    • 24 min
    Cannes unplugged: Suncorp’s Mim Haysom, Yahoo’s Rachel Page, Thinkerbell’s Adam Ferrier and LinkedIn’s Matt Tindale on incoming headwinds, rebalancing ‘techification’, Ryan Reynolds and the push for 'pragmatic purpose'

    Cannes unplugged: Suncorp’s Mim Haysom, Yahoo’s Rachel Page, Thinkerbell’s Adam Ferrier and LinkedIn’s Matt Tindale on incoming headwinds, rebalancing ‘techification’, Ryan Reynolds and the push for 'pragmatic purpose'

    Cannes unplugged: Suncorp’s Mim Haysom, Yahoo’s Rachel Page, Thinkerbell’s Adam Ferrier and LinkedIn’s Matt Tindale on incoming headwinds, rebalancing ‘techification’, Ryan Reynolds and the push for 'pragmatic purpose' 

    See omnystudio.com/listener for privacy information.

    • 28 min
    Harrods built a media business that paid for its entire marketing function – other retailers, telcos, convenience, petrol chains next

    Harrods built a media business that paid for its entire marketing function – other retailers, telcos, convenience, petrol chains next

    In 2003, the billionaire former owner of Harrods, Mohamed Al-Fayed, tasked Guy Cheston with building a media business for the department store. By 2015, the luxury store’s media worked so well it paid for everything else. “Initially, this media sales or the owned media division was really just a little tiny element of the trade marketing team,” he says. “Harrods had set up its own in-house media division, which was funding the entire marketing function of the store.” It went from £1m to £22m in a bit over a decade, and then went skyward. Not every brand is Harrods, but those that nail owned media can make serious cash. First step: Valuing what’s available.Jonathan Hopkins, Founding Partner of owned media consultancy Sonder, says the reaction tends to be: “‘Wow, I didn't realise we were sitting on a $150 million worth of own media’… Once it's given that dollar amount and valuation, it changes the way that the business views the channels,” he says. “When you’re talking about profit margins of 80 to 90 per cent, CEOs and CFOs are going to stand up and take notice.”

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    • 41 min
    Google rockets to top slot in ‘experimentation’ tech in Australia as A/B testing morphs beyond digital media, ad campaigns: Coles, Deloitte Digital unpack the e-comm, digital next wave

    Google rockets to top slot in ‘experimentation’ tech in Australia as A/B testing morphs beyond digital media, ad campaigns: Coles, Deloitte Digital unpack the e-comm, digital next wave

    Election and fundraising strategists for former US President Barack Obama accidentally invented the now booming “experimentation” industry which takes the ubiquitous A/B testing concept to new levels – and business is going large. Personalisation has got too much attention and corporate investment at the expense of experimentation, say Deloitte Digital Partner Nima Yassini and Coles’ Fallyn Lowe, Product Manager for Growth and Optimisation. They outline what’s next, including Google’s rapid rise to the top in experimentation software ahead of Adobe and Optimizely.        

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    • 53 min
    Cannes conundrum: Why ESOV isn’t working: Peter Field, Karen Nelson-Field and Orlando Wood warn the ad industry faces a triple jeopardy threat as effectiveness rulebook ripped up

    Cannes conundrum: Why ESOV isn’t working: Peter Field, Karen Nelson-Field and Orlando Wood warn the ad industry faces a triple jeopardy threat as effectiveness rulebook ripped up

    Three leading global authorities on advertising effectiveness are worried enough about the efficacy of advertising and the impact it has on business results that they have joined forces to present new data and observations in Cannes next week on why a triple jeopardy threat is a clear and present danger to the global industry. They go so far as to call for an overhaul in how advertising award shows like Cannes reward what is deemed the world’s best work. Advertising effectiveness supremo Peter Field, attention economy pioneer Karen Nelson-Field and creativity maestro Orlando Wood warn that ad effectiveness, ESOV and mental availability created by advertising for a brand is crumbling. The ESOV principle – spending more than rivals to gain extra share of voice relative to market share to outplace competitor sales – no longer applies. Get the lowdown before it is presented to a global audience in Cannes next week. The trio argue there is a fix. 

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    • 42 min

Customer Reviews

4.5 out of 5
33 Ratings

33 Ratings

dlecka ,

Local context

Great local content

SommerCohen ,

Convoluted Garbage

The amount of useless, agenda driven dross that has crept into this otherwise respectful podcast, is staggering. What a shame. I respect the host, and this podcast. Not the muppets that are showcased.

Channelzero Mikey ,

Quality Pod for the discerning Ad man/ woman

This is a quality Podcast for the discerning marketer. No hyperbole, just quality guests and well informed discussion.

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