Mi3 Audio Edition

The likes of CommBank, Westpac, Suncorp, McDonald’s and KFC are showing the rest of the market how to do women’s sports beyond just slapping on a logo – and it’s paying off in spades, according to GroupM Chief Investment Officer Mel Hey and Foxtel Media Head of Sport NSW, Caitlin O’Meara. But while existing men’s code sponsors are migrating spend into women’s sport, t

This conversation is about getting marketers, agencies, media and tech to become more like chartered accountants – in a good way. That is, have letters after their name that mark them out to employers, peers and recruiters as the most horizontally skilled and relevant in the business – and be required to continue learning every year to keep them. Which is precisely why Mi3 and

‘Virtual professor’ Mark Ritson says advertisers should be allocating circa 11 per cent of media budgets to total audio. Problem is, the market’s not buying Ritson’s line. Audio’s dollar share is sitting just over half of that and static, despite broadcast audiences increasing 6 per cent since Covid and time spent on total audio surging 49 per cent. SCA thinks media plann

The stampede by companies into CX, with massive associated investments into martech, specialists teams and organisational overhauls, is having little impact on customer experience scores – and big banks, telcos, and car brands are at best benchmarked as average, despite investing billions collectively. CSBA Managing Director, Paul van Veenendaal, has seven years of CX performance

Tourism NT has always scored its biggest wins targeting the over 50s. Problem is, every other brand has twigged they’re the only one still spending. Cutting through is harder because other tourism bodies are going large on media to carve out their own slice. Plus, it’s already tricky for tourism operators to differentiate. Atomic 212°’s Asier Carazo plays a game of “hide t

There’s so much happening on the regulatory front it’s dizzying, so Mi3 called in the experts for an update - and it’s proven rather revealing: Despite intensive lobbying from loyalty scheme operators and beyond, Australia’s sweeping privacy law overhaul remains on course to land this year – with massive implications for just about every business. “It's now clear that w

Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel “brand-formance” model - brand and performance marketing in a single ex

Marketing effectiveness is getting worse. Dan Krigstein, Director of think tank The Growth Distillery and Ogilvy Chief Strategy Officer and Innovation Lead, Toby Harrison, have spent the last six months working out why – and building a framework they are now bringing to market in a bid to reverse the effectiveness slump. Their findings literally flip industry-wide assumptions on

Five years ago media ecologist Jack Myers made a prediction in the second ever edition of Mi3: By 2025 media would be largely automated and almost totally AI-informed and just a quarter of sales would remain with people and ideas. It happened faster than even he thought. Now Myers predicts that within 12-18 months max, most media planning will be entirely machine-led. By 2030, he r

IAG Chief Customer & Marketing Officer Michelle Klein returned to Australia last May after more than a decade abroad and embarked on arguably one of the most ambitious – and interesting - corporate customer experience transformation programs in this market for a long time. Such was the complexity and need for top tech and creative talent across every customer touchpoint for N