141 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 PodcastOne Australia

    • News

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).

    40-year-old millennials now rule the procurement roost – and they are turning B2B into B2C marketing. That means if your brand is bland, you’re already dead

    40-year-old millennials now rule the procurement roost – and they are turning B2B into B2C marketing. That means if your brand is bland, you’re already dead

    BETA unblockers: Millennials are turning 40. They’re now B2B marketing’s key buyers – and they are making an entirely different set of decisions. A new global study from LinkedIn’s B2B Institute says 75 per cent of Australia’s professional workforce will be millennial “BETAs” by 2025. They’re B – blurring the work/home boundaries, E – evolving rapidly, T – tech natives, and A – activists in how they purchase. Marketers have been “obsessed” with this audience, Lara Brownlow, LinkedIn Australia’s head of agency and channel sales, but now they need to change tactics. Lucie Greene, a futurist, founder of Light Years and an author of the report, says influential BETAs will only buy relevant and aspirational brands. Words wont cut it, says Cisco ANZ director of marketing Ray Kloss – and if brands don’t walk the talk, they are probably toast. Samantha Cunliffe, managing director at Merkle’s DWA Media, says B2B branding has always been “a bit beige”. “Be bold. Don’t be beige.”

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    • 50 min
    The reputation agenda: If trust is now the biggest driver of growth, corporate affairs has usurped marketing, plus why continued failure on purpose and ESG will set Australian brands even further back

    The reputation agenda: If trust is now the biggest driver of growth, corporate affairs has usurped marketing, plus why continued failure on purpose and ESG will set Australian brands even further back

    Marketing used to be the biggest driver of sales. Today, consumer behaviour is increasingly influenced by trust – which is corporate affairs’ turf. Meanwhile, Australian firms are realising just how far behind they have slipped to US and European headquartered competitors when it comes to environmental and social governance (ESG), and the sense of purpose employees and external stakeholders now demand of brands. Change is accelerating, warn global executive search specialist Anna Whitlam, Commtract’s Vanessa Liell and Australian Pork’s Andrew ‘Billy’ Baxter. Those that fail to quickly adapt “will just miss out…. and we are already seeing that.” But Australian brands appear live to the threat: demand is soaring for comms professionals that can build relationships internally and externally – “deep specialists” that can drive reputation and integrate with marketing to deliver growth – and balance risk with reward. 

     

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    • 43 min
    ANZ CMO Sweta Mehre on media, in-housing agency services and how linking marketing to business impact is winning new bank allies

    ANZ CMO Sweta Mehre on media, in-housing agency services and how linking marketing to business impact is winning new bank allies

    What happens when you get a top consumer goods marketer to leap from the biggest advertiser in the world, Procter & Gamble, to lead marketing at a bank? ANZ CMO Sweta Mehre joined ANZ four years ago from P&G and has driven a raft of reforms including a marketing masters program inside the organisation designed to build marketing team capabilities and deepen the understanding of how marketing contributes to commercial results. More people inside ANZ are now championing marketing and less see it purely as a cost centre. Sweta also has some views on inhousing agency services, market mix modelling and media that might surprise a few too. 

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    • 53 min
    Going for gold: VOZ faces first test with Tokyo Olympics. Seven says advertisers cannot afford to underestimate its impact; Suncorp CMO eyes real-time results; OMG’s Horgan says it fundamentally alters planning

    Going for gold: VOZ faces first test with Tokyo Olympics. Seven says advertisers cannot afford to underestimate its impact; Suncorp CMO eyes real-time results; OMG’s Horgan says it fundamentally alters planning

    After years in development, the first weekly top line consolidated VOZ market reports land 22 July. On July 23, Tokyo will host the Opening Ceremony of the Olympic Games. For 17 days, Seven says it will reach nine in 10 Australian homes. Suncorp CMO Mim Haysom spies a huge opportunity for Olympics sponsor AAMI to test the new linear and digital TV measurement service – and bespoke creative – in real time. Seven is also using Adgile Media for real time tracking. Kurt Burnette, Seven’s Chief Revenue Officer, says early data shows major advertiser gains. “We’ve seen that 18-24 adds 15 per cent incremental reach, and 25-39, 11-12 per cent. We’ve seen those good percentage numbers… there’s no set path for this.” OMG CEO Peter Horgan says it will fundamentally change the data underpinning TV planning.

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    • 48 min
    Part Two: From Prime Ministers to media moguls: John Singleton’s final thoughts and tales on WPP and beyond

    Part Two: From Prime Ministers to media moguls: John Singleton’s final thoughts and tales on WPP and beyond

    The bar at John Singleton Advertising, later Singleton Ogilvy & Mather, was renowned in its prime. State of Origin and Australian and West Indies Cricket teams were named in the agency watering hole but there was a strict no drinking policy by day - you’d be fired. In this final episode, Singleton and his inner circle, Russell Tate and Mike Connaghan, lift the lid on Sir Martin Sorrell and recall how landing KFC changed their fortunes more than 20 years ago. They also argue why “Australian” still has legs.   

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    • 34 min
    Part One: John Singleton, Russell Tate and Mike Connaghan lament lost opportunities for WPP and their once $1bn advertising empire

    Part One: John Singleton, Russell Tate and Mike Connaghan lament lost opportunities for WPP and their once $1bn advertising empire

    John Singleton, the troublemaking larrikin adman who’s turning 80 this year, was all but penniless when he returned to advertising in 1985. Then he and his lieutenants, Russell Tate and Mike Connaghan ultimately built a holding company worth close to $1bn. He was “impossible to follow” in a new business pitch but with Singleton’s old group now back firmly in British control after WPP acquired and delisted WPP AUNZ, the trio reflect on what was and what could have been (with some trademark swipes along the way).    

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    • 44 min

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