Stack wars – a new hope: Nine’s first Group CMO Liana Dubois says Nine consolidating martech, restructuring marketing in bid for growth, but budget ‘safe’; relishes competitive clash with former Optus turned Seven CMO Mel Hopkins

After five years of mergers and acquisitions, Nine’s first Group CMO Liana Dubois has hinted at an incoming major brand offensive as the former boss of the media group’s Powered division says the network will walk the talk on creativity. Seven months into the role, Dubois says Nine has de-siloed its marketing operation and the next surgical intervention is a major review of its disparate tech stack. While Nine’s latest results suggest cost efficiency is the name of the game across the business, Dubois says CEO Mike Sneesby is a "big believer in marketing-led growth". Perhaps her budget is safe for now. Either way, she says Nine has plenty of scale to harness across its vast owned assets, though how Australia’s data-privacy overhaul ultimately crimps those plans remains to be seen. Meanwhile, with former Optus CMO Mel Hopkins now Dubois’ opposite number at Seven, a new competitive tension is brewing as the networks battle shifting audience consumption and buyers holding out to see which way the chips fall. Dubois says it will be good for the category. 

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