Mi3 Audio Edition

Mark Ritson calls him one of our "truly great marketing iconoclasts". Professor Byron Sharp says “I wish I was brave enough to be this rude” and NY-based ID Comms CEO Tom Denford predicts Bob Hoffman will possibly be "the most influential person of the decade in media". Here’s Hoffman in full flight. Enjoy.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Cash for comment used to be - and still is - quicksand for advertisers and media companies but not so for influencer marketing, worth $87bn globally and upwards of $240m in Australia. But a new code of practice from the recently formed Australian Influencer Marketing Council (AIMCO) aims to tackle the big challenges that could thwart the credibility of mega, macro, micro and nano influencers. Big fines is but one of the incentives motivating AIMCO and the big five global communications holding companies which are backing the initiative.    See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Deloitte partner John O’Mahony says advertising and marketing “definitely has a perception issue” amongst executive leadership while arguing marketing drives growth and shouldn’t be a cost centre. Volvo and IBM marketers respond on their strategic shifts and hurdles in moving to brand over short-term tactics. Rob Brittain, co-author with Peter Field on the Communications Council's landmark Australian advertising study, cuts through with answers. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Paul Evans was one of the driving forces of Vodafone’s global in-housing of search, social and digital media but he’s still not sure the ad industry at large has solved John Wanamaker’s famed conundrum that half his advertising was wasted but he didn’t know which half. Evans was also involved in the early scoping of PwC's recent forensic dive in the UK into the programmatic supply chain - which couldn't find where a third of cost is ending up. Given the billions advertisers are spending programmatically, he thinks regulation beckons. And while in-housing programmatic is “hard work”, Evans believes Vodafone and others that have committed for the long term will only gain... and won't be U-turning any time soon.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Nine’s Chief Digital and Publishing Officer Chris Janz says the once contentious ad deal Fairfax struck with Google before Nine’s takeover will now "likely mean we’ll have a different relationship with Google" as the newly formed Premium Content Alliance (PCA) of major local publishers plans another counter strike on Google and Facebook with “effectiveness research”. It will also upend the market’s current and outdated preoccupation with Nielsen audience rankings, say PCA heavies Kim Portrate, Chris Janz (Nine) and Gereurd Roberts (Seven West Media).        See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Mastercard and Intel are among the highest profile brands who have invested heavily in “sonic branding” but Procter & Gamble and a host of big names are now treating audio branding as important as visual and video identity. New York-based Veritonic and SCA tested a 400,000-panel of Australians to produce the first annual Audio Logo Index in which Bunnings, VB and Toyota were leaders. Here’s why.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Australian marketers could be showing "signs of panic” if sobering new analysis from Peter Field and The Communications Council is right. What’s more, B2B marketers here could be powering ahead of their consumer marketing peers in reassessing short-term tactical marketing to longer term brand building to drive growth. LinkedIn’s Prue Cox joins Comms Council CEO Tony Hale and Peter Field for a conversation that captures the Australian conundrum. And a way out.   See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

After a $600m loan, standing down 85% of its staff and the competition set to restart on June 11, off-season audiences are up 50% for AFL Media as COVID forced new digital products for fans and fast-tracked a surge in women and younger audiences with more entertainment and lifestyle content. “We’re all working seven days a week but frankly we’re in great shape,” says ex-Network Ten exec and Mammamia MD, Kylie Rogers, now General Manager, Commercial, for the AFL. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Massive complexity is creating “marketing cloud fatigue”, says Gartner’s California-based senior director and analyst Ben Bloom, who joins Publicis Sapient ANZ managing director Sarah Adam-Gedge, Citi’s Head of Digital and Segments Roger Slater and Brand Traction’s Jon Bradshaw in Episode Two on why personalisation is a quaint bygone - even with tech.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Clemenger BBDO Group executive chairman Robert Morgan has a long-held view that "you take your medicine early” in a downturn, flagging more consolidation within the group as the big creative agency brands become central hubs for creative, e-commerce, data and precision marketing. But he “absolutely won’t” be replicating WPP’s centralised production model in Australia and New Zealand for lower-cost, high velocity work. “We won’t be doing it that way,” he says. Morgan also believes there’s "no question" a shift of at least 20% of people working more flexibly out of Clemenger offices is a given.      See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

From 2022, Google will ban the use of third party cookies within its Chrome browser, joining Apple and others in voiding the digital marketing industry's most widespread currency. That's going to break things - including new pressure on first party data. Many companies don't even know what's going to hit them but for those that want to stay in business, there's still time - just. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Gartner’s provocative forecast that personalisation will prove an expensive wasteland of tech tools in five years has Citi’s Australian head of segments and digital, Roger Slater, fired up. Yes, a day of reckoning is coming for tech vendors and ‘fundamentally lazy’ marketers who think personalisation is a tech problem. But it’s not about the tech, Slater says. WPP’s Adam Good worries there are too many tech Ferrarris idling in the garage being used by people "trained in the tools, not marketing”. Another problem. Brand Traction’s Jon Bradshaw has the science. Time to listen up.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

WPP’s Team Red media lead on Vodafone, Emily Cook, says WFH has “humanised” client-agency relationships but Bohemia’s national planning director Mark Echo says he’s been on a more volatile emotional rollercoaster than when in the office. Wavemaker CEO Peter Vogel still heads to work daily and can’t wait to get his teams back together in the office. MFA CEO Sophie Madden, however, agrees with Mark Echo that post-COVID up to 50% of the industry will see material shifts in how they work. Want a real, no BS conversation? This one delivers. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Southern Cross Austereo’s Brian Gallagher says the market got it all wrong on concerns COVID radio audiences would crater because of vanishing work commutes. Omnicom Media Group’s head of audio and outdoor Jo Dick agrees. SCA’s 1.2 million digital streaming and app users show the typical spikes in breakfast and drive slots have spread across the day. Now for a revolution in radio’s diary-based audience currency…Jo Dick calls for overnight radio numbers, like TV, within a year.  See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Two leading “trusted media" news editors mix it up with Carat CEO Sue Squillace and Nine’s Chief Sales Officer Michael Stephenson on media consumption trends and what advertisers will do next. Squillace says the online shopping surge is affecting media channel allocation - to digital performance - but Carat’s strategy teams have "never been busier” planning for the mid and longer term around brand.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Two former blue chip corporate marketers tell a very different story now they’re at smaller, scrappier start-up ventures. Former Combank marketer Stuart Tucker says many marketing peers in large organisations are "out of touch” with mainstream Australia and need a dose of humility. Meanwhile Seedlip APAC general manager, Adam Ballesty,  is scrambling to push the fast growing non-alcoholic, distilled spirits category when restaurants and bars are closed and everyone is reaching for a drink.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

The Coles research and insights team is feeding the broader marketing operation daily on insights and messaging strategies coming from what Google and Facebook are capturing in search and social and what the just-overhauled creative and media agency partners are tapping from international markets that are weeks ahead of the Australian COVID-19 situation. She talks with Mi3 Executive Editor Paul McIntyre.       See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Like Telstra CMO Jeremy Nicolas two weeks ago, Suncorp’s marketing and brand boss Mim Haysom says "we haven't cut our marketing budgets and have no intention of doing that”. An 18-month effort by Haysom to convince Suncorp's leadership and board to view long-term investment in brand and marketing as a growth driver has paid off. Mark Ritson says Haysom is "a 1-in-100 marketer” as he joins up with ADMA to launch a 12-week work-from-home "Marketing Masterclass” series later this month. But…they do don the gloves for a light stoush over marketing’s obsession with communications.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

For the first time in 111 years, Hoyts has shut its cinemas nationwide and stood down close to 3000 staff. Hoyts Chinese parent, Wanda, meanwhile has started re-opening its Chinese cinemas. Hoyts CEO Damian Keogh was supposed to be in Wuhan in January for the company’s annual conference, which was shifted to Guangzhou just days out. Here’s how Keogh sees the current crisis playing out.  See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Telstra CMO Jeremy Nicholas joins PwC Chief Economist Jeremy Thorpe, Omnicom Media Group CEO Peter Horgan and Executive Channel Holdings CEO and Outdoor Media Association chairman Charles Parry-Okeden in a critical discussion on managing through COVID-19 in coming weeks and how it may rewire the future of industry and jobs. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

When former Coles marketing heavy Amber Collins was approached by Australia Post to take the CMO role, she immediately said ‘no thanks’. But former News Corp exec and Collins’ new boss, Nicole Sheffield, eventually got her way. Collins unpacks her media, marketing and agency lessons from Coles and where she’s headed at Australia Post.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Anne Parsons was the only rival of media agency baron Harold Mitchell who publicly took him on when he reigned supreme. Now living in Paris, Parsons, who just exited the board of the now Quadrant private equity-owned QMS, explains why Out Of Home can’t and won’t repeat TV broadcaster apathy  – and more. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

If engineering and science professionals - and graduates - lacked the basics like their peers currently do in marketing and communications, carnage would prevail. So what’s going on with marketers and the universities producing the next generation of leaders? Does anyone care or are we happily masquerading? Three years after graduating from Sydney University, Arnott’s assistant brand manager James Shepherd dukes it out with IAG CMO Brent Smart, Head of Marketng at the $2.5bn Baiada-Steggles group, Yash Gandhi and AANA CEO John Broome on why marketers must do better - and how.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Recorded well before his appointment as Starcom Australia CEO, Nick Keenan opens up on running a quick-service restaurant for private equity owners, how a marketer-turned-CEO viewed marketing and agencies, why brand owners can be as dysfunctional as agency groups are accused of and how martech is presenting the same challenges as social and search did five years ago. Creative agencies, particularly, will be happy. Keenan thinks they’re underrated, particularly in UX and design.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

It’s a bit late but brands the world over are realising linear TV was their Golden Goose for impact - and they don’t see a real replacement. But there is some light. Three international TV analysts talk to Mi3’s Paul McIntyre about fear, fury and fatigue - and an avalanche of ad-funded streaming services (AVOD) in the next five years. The “ads are dead” crowd may have to temper their joy -  consumers are piling into hybrid ad-subscription streaming services where they pay less for taking ads. And they are.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

TV food shows are on the nose and agencies and advertisers are twitchy. Veteran MasterChef Executive Producer at Endemol Shine, Marty Benson, says be calm. The revamped MasterChef format with new judges and a new pace will return the show to audience growth this year. Ten’s Head of Programming, Daniel Monaghan, agrees. Here’s why.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

A $2.3bn global acquisition of data firm Acxiom 18 months ago has triggered a wave of new ventures for New York-based marketing services holding group IPG - it's delivering media unit, IPGMediabrands, the chance to spread its risk and reliance on media. Kinesso, a new global marketing, advertising and data technology platform, is part of the plan. Former Omnicom veteran Mark Coad and APAC CEO Leigh Terry unveal their plans, talk Coronavirus implications for marketing and why Coad jumped ship. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Kia’s GM marketing, Dean Norbiato, admits the auto company has a major "brand rejection” challenge among Australians and undercooked its two-decade backing of The Australian Open. But that’s all changing massively. Kia and Uber Eats top marketers reveal their inside thinking on the worth of broadcast sponsorships.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

L’Oreal completed a research project late last year that will see the Australian and New Zealand unit reweight its media investments away from YouTube to TV and Instagram in 2020, along with less ad campaigns overall. Influencer fraud remains a concern but it’s not stopping the cosmetics giant investing in social channels over celebrities although Network Ten and Hit Network’s Carrie Bickmore remains one of L’Oreal’s top influencers - and celebrities. Later this year Campher says L’Oreal plans to link influencers directly to online sales to test their mettle.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Wtf? The number of 14-24 year-olds heading to the box office was up 20% in Australia last year. Under 30s were up 7%. Why? Social researcher Matt Sandwell and Val Morgan’s managing director Guy Burbidge say the vast underbelly of society is feeling bleak - young and old. Fantasy, escape and a desire for disappearing “big cultural moments” are on the rise and this year’s line-up from Hollywood and beyond will fuel the desire for mass cultural connections. On the upside, “cultural imprinting” is exactly what brands want too.   See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Short-term tactics have trapped marketers into just one ‘P’ – promotion – in marketing's “4P’s” manifesto of Price, Product, Place (distribution) and Promotion (communication). But even “Promotion" is in decline. The result is a credulous future for marketing with senior business management. In a tour de force for B2C and B2B professionals,  Mark Ritson, the global director of the New York-based B2B Institute, Jann Schwarz, and IPA advisor Fran Cassidy nail what needs to happen - now. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

oOh!media CEO Brendon Cook opens up on why he’s leaving the $700m-plus company he started as a “one man band” in 1989; what the skills and style of the new CEO will need; why the market is still missing the critical role for creative in media effectiveness and what the out-of-home industry will look like in 2021 as programmatic operatives eye-off a $100bn trading boom globally in digital screens. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

TV industry veteran Anthony Fitzgerald joins leading international media academic Prof Karen Nelson-Field, Tumbleturn Media’s Jen Davidson and Craig Service from the globetrotting Australian TV and video data and measurement start-up, Adgile, to unpack the ad industry’s impressions crisis, why consumer attention metrics must inform price-focused impressions trading and the urgency for broadcasters to shakeup TV audience measurement to digital-like real-time audience reporting and impact. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Think again if you’re convinced online communities have the attention span of a goldfish. Xbox and Twitter execs lift the lid on how complex social campaigns are booming, and how gaming consoles are advancing as hubs for streaming and media. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

In the second of Mi3’s three-part series, execs from Volvo, KPMG, AANA and Brand Traction traverse the critical thinking and developments in the consumer attention economy and divergent analysis on how each media channel delivers attention, the rise of ESOV (Excess Share Of Voice) and the growth potential from media investment that indexes above a brand's product marketshare. In the third and final episode we wrap-up the collective thinking on consumer messaging and creative and the false economy and science of driving efficiency over effectiveness.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

In this three part series, execs at Volvo, KPMG, AANA and Brand Traction traverse the worrying limitations of today’s marketing grads, plus critical updates every marketer needs in applied behavioural economics from BJ Fogg and Daniel Kahemann, more on Prof. Byron Sharp and the Ehrenberg Bass Institute and the theme de jour of short-term results versus long-term brand building. In Part Two we dig deep into leading global effectiveness thinking in media and advertising. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Mark Ritson, IAB CEO Gai Le Roy, Omnicom's Kristian Kroon and Mi3’s Paul McIntyre duke it out on the federal government’s response to the ACCC’s Digital Platforms Inquiry, the media industry’s ‘advertise or die’ campaign and if anyone other than Facebook and Google will see advertising growth in 2020. It’s fast, feisty and smart summer listening. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

‘CDP' is the hot new acronym blazing a path into tech stacks and corporates trying to deliver better customer experience. It used to be CRM, marketing clouds and martech so what’s a CDP got to do with anything?See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

The Monkeys co-founder Mark Green has just been appointed Accenture Interactive’s boss in Australia and argues agencies, holding companies and the market-at-large “will move closer to where we’re heading”, blending tech, media, creativity, customer and experience design. Green talks to Mi3 Executive Editor Paul McIntyre.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

The McKinsey-backed Marketing Academy co-founder Sherilyn Shackell says the Australian marketing, media and tech sector is more fearful, negative and critical here than their global peers - and Australian expats who are much sought after abroad. She talks to Mi3 Executive Editor Paul McIntyre.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Melbourne University Law School’s Professor Caron Beaton-Wells, a leading thinker on competition law, says the ACCC’s Digital Platforms Inquiry is globally “groundbreaking” and warns industry not to underestimate the ACCC’s intent on privacy and consumer protection. She talks to MI3 Executive Editor Paul McIntyre on the consumer privacy “paradox" and what's next for collecting and trading consumer data.   See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Danny Bass has finished gardening leave and reflects on six months outside the media bubble. He’s still off social media and explains why workplace yoga and meditation won’t fix industry's mental health issues.  See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

The marketing industry is trapped with the wrong measurement indicators for actual business growth. IAG’s former Marketing Effectiveness Lead, Matt Daniell, says “attribution models, short-term response campaigns and other crap” is confusing everyone. He joins Executive Editor Paul McIntyre, Ali Tilling, VML Y&R chief strategy officer, TrinityP3’s MD Nathan Hodges and Mal Dale at The Readership Works on the new mindset starting to emerge in measurement.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

James Warburton talks to Mi3 Executive Editor Paul McIntyre on the odds for real collaboration between TV broadcasters, Seven’s catch-up job on tech and systems, why he texted Matt Preston on his first day in the job and the future of ad loads for marketing effectivenessSee omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Volvo’s marketing boss Julie Hutchinson says Volvo got too reliant on performance media at Carsales, CarsAdvice and Carsguide and didn’t build Volvo’s brand appeal for buyer consideration in the the luxury auto segment. The new strategy is working. She joins Mindshare’s Joe Lunn and whiteGREY’s Lee Simpson on winning the 2019 Media Federation Grand Prix.  See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

In this podcast hosted by Mi3’s Executive Editor Paul McIntyre, Nine’s Chief Sales Officer Michael Stephenson goes into bat against Wavemaker CEO Peter Vogel on Nine's key Upfronts announcements for 2020. Stephenson says Nine is transforming to become a “marketing platform” to compete with Big Tech. It now has 11 million users logged-in following the Fairfax Media acquisition and has invested in an in-house “effectiveness unit". Peter Vogel has some counter-arguments.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

In Part Two of The Indies, founders at The Hallway, Mutiny, The Royals and Sparro outline the new opportunities competing against global agency networks and consulting firms in predictive data, specialist creative, full-service media and creative and specialist digital performance. Big brands, they argue, are buying the line.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

The movement by brands to in-housing marketing, media and communications functions is all but over in its current form. But new operating models between agencies and marketers are underway. Mi3’s Executive Editor Paul McIntyre talks to IAG’s Director of Content and Customer Engagement Zara Curtis, Tumbleturn Media’s Jen Davidson, WPP's Hogarth CEO Justin Ricketts and CX Lavender’s Will Lavender.    See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Coming in hot off Network Ten’s Upfronts, Mi3’s Executive Editor Paul McIntyre talks to CEO Paul Anderson and Chief Content Officer Beverley McGarvey on marketers’ return to TV’s top-of-the-funnel brand credentials, fixing Ten’s 2020 first-quarter audiences and moving the market on from overnight ratings.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Consulting firms or private equity will acquire, break-up and spin-off new creative-media agency networks within a few years, says the deputy chairman of $90bn investment firm Magellan and veteran WPP global agency executive Hamish McLennan. He talks with Mi3’s Executive Editor Paul McIntyre. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.