Mi3 Audio Edition

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).

The CMO Awards podcast Ep2: Tourism Australia, Google and ABC marketing chiefs on how they have won friends and influenced people – from CEO and exec stakeholders to staff
Apr 22, 2025 – 51:42
Short-term ‘trap’: Oxford Uni professor warns on TV industry plan to build outcomes model – but still thinks they should build it; says agencies hold key to advertising beyond reach, and can lift his code
Apr 14, 2025 – 49:43
Suncorp, OMD and Foxtel talk TV, streaming and sport sponsorships and where media measurement, outcomes need to go next
Apr 10, 2025 – 33:20
Eyes on the pies: How Four'N Twenty and QMS struck new customer gold by mashing real-time Olympics content and dynamic ads – sales soar 30%
Apr 3, 2025 – 27:21
Bench strength: How Freedom Furniture, Wesfarmers Health, REA Group CMOs are keeping the crazy pace on team capability and next for the Australian Marketing Institute’s skills assessment and capability program
Mar 31, 2025 – 52:59
‘Time to harvest’: SCA chief John Kelly on LiSTNR’s rise to payback machine, ‘insatiable’ demand, and an opportunity that Meta and co. have missed
Mar 27, 2025 – 28:42
‘Clients in on it, boatloads of cash, complex, opaque corporate structures’: Principal media arbitrage trading spreads to TV, out of home, audio as holdco’s, retail media pile in; ex-IPG, GroupM, Omnicom execs on fixes
Mar 24, 2025 – 48:34
‘Size the opportunity, then seize it’: Flight Centre global CMO prepares for category expansion, revenue take-off via owned media-publisher pivot
Mar 20, 2025 – 30:24
‘Reach alone no longer works’: Why News Australia fired up engagement debate and how Tubi video streaming rights will shake-up BVOD with audience intent signals to sell more Subways
Mar 13, 2025 – 31:10
The CMO Awards Podcast Ep 1: Former CMOs of Westfield, Audi, Kimberly-Clark reveal relentless financial scrutiny, growth intent and risk factors driving exec and board expectations of marketing
Mar 10, 2025 – 57:52
‘The accountability for creativity stops with me’: Suncorp’s brand-CX chief Mim Haysom dukes it with Sir John Hegarty and Val Morgan Cinema’s Guy Burbidge on attention, entertainment, culture and marketing’s creative conundrum
Mar 6, 2025 – 57:48
Two second rule: System1 and JCDecaux effectiveness research shows 70% of Out-of-Home ads fail, the brands nailing it – and seven easy fixes
Feb 27, 2025 – 41:28
CDP Payoffs and Pitfalls: Australian brands are slashing customer acquisition costs, gaining behavioural insights, and getting ready for AI in their customer data tech but the devil hits in implementation
Feb 24, 2025 – 47:00
SCA backs hyper-local radio, earlier ad integration to beat rival’s $200m metro talent transplant, rides anti-global, anti-algo new wave
Feb 20, 2025 – 33:07
'Marketers are buying this’: Pitfalls and ‘lies’ to avoid on junk user data, clean room matching, MMM, incrementality tests - and B2B tech: Melbourne Business School Associate Professor Nico Neumann
Feb 3, 2025 – 46:27
Flywheels over funnels, intimacy, ‘low martech’ and influence over mass ‘shotgun’ reach: Four Pillars cofounder on repeating the trick globally under Kirin-owned Lion
Jan 20, 2025 – 01:01:19
The fractional CMO explosion: Why the emerging exec gig economy is giving experienced marketing leaders freedom to leverage their craft without political and organisational angst
Dec 9, 2024 – 58:40
Faster decisions that move profit needle, quantifying loyalty programs' dollar value: Where Optus and Michael Hill go next with MMM
Nov 28, 2024 – 42:07
Maurice Blackburn flags Australian publisher class action against Google for alleged bid rigging, Meta collusion; $8bn Canadian publisher lawsuit paves way
Nov 25, 2024 – 44:02
B2B’s hard new playbook: Don’t bet everything on chasing marketing qualified leads – most buyers call you and have already made their choice when they do
Nov 11, 2024 – 27:21
LiSTNR Adtech Hub pushes digital audio network to break even a year early as agencies, brands pile-in; new APIs, ANZ spend data, retargeting and Scope3 CO2 mapping next
Nov 7, 2024 – 26:32
Active attention for longer: Out of home study goes global as MRC moves on attention metrics, signalling programmatic surge, challenger brand boost
Oct 31, 2024 – 30:31
TikTok-Tracksuit data: 60% brand awareness triples conversion; 37% awareness is sweet spot for DTCs, start-ups
Oct 24, 2024 – 46:06
Writing for bots: Conversational commerce ‘explosion’ set to trigger up to $200bn in global brand content contracts – Deloitte Digital
Oct 21, 2024 – 53:29
‘Really mediocre outcomes’: Oxford Uni professor says Byron Sharp and Ehrenberg-Bass’ marketing science rules no longer hold – 1,000 campaigns, 1 million customer journeys as evidence
Oct 14, 2024 – 56:58
Enforcement mode: Privacy Commissioner Carly Kind takes aim at widespread pixel data spillage, loyalty, data enrichment, broking and geolocation targeting under existing laws
Oct 8, 2024 – 48:27
‘There’s a lot of junk’: Top VC firm Luma Partners’ Terry Kawaja says adtech ‘refuses to grow up’, did ‘a terrible job’ on privacy, backs ad activists to force a clean-up and says a Google ad break-up is ‘good for everyone’
Sep 30, 2024 – 40:21
Paramount global and local sales chiefs on converged trading, blended CPMs and why allowing streaming subscribers to opt into ad tiers is optimal
Sep 26, 2024 – 33:41
‘Don’t waste millions training LLMs for marketing and commerce, tap autonomous AI agents like Gucci, Saks, Wiley, Fisher & Paykel’ – Salesforce global CMO on AI’s ‘third wave’
Sep 23, 2024 – 25:45
Virgin Velocity measured incrementality across media channels, proved TV+BVOD+OOH deliver more uplift, launched first brand push, saw member growth trend soar 35%
Sep 19, 2024 – 34:03
Kincoppal girls’ only high school principal: ‘Social media the most damaging influence I’ve ever seen’, backs 16 age limit but ex-Facebook ANZ boss warns of fallout as brands stay silent
Sep 16, 2024 – 40:36
Streaming services have peaked as 2025 ad take set to surge to $200m; Amazon Prime, Kayo, Binge lead local market with ‘sophisticated’ human sales teams but too many streamers to support with ads - Omnicom, Telsyte
Sep 9, 2024 – 45:09
Peak ecom? Investment banker turned ecom entrepreneur says social, search ad rates, customer aqcuisition now unviable for ecom pureplay, DTC profits without retail media
Sep 3, 2024 – 38:33
Synthetic customers meet synthetic CMOs (and CFOs): Evidenza clones Sharp, Ritson, Binet & Field to build annual marketing plans in minutes; Mars, EY sign-up
Aug 26, 2024 – 47:24
MMM masterclass: Bupa’s open book on business data feeding Atomic 212° a benchmark for agency-client transparency and trust
Aug 22, 2024 – 40:00
Sir Martin Sorrell: UM’s ex-privacy boss Arielle Garcia ‘is right’ (partly) on $700bn online data ‘garbage'; Personalisation Netflix-style the future; AI, big tech will crunch intermediaries in three years and why regulators won’t tame them
Aug 19, 2024 – 40:39
Last click flaws ‘wasting 35 cents on marketing dollar’, search, display massively overvalued – while social and video an enormous opportunity: Analytic Partners and Meta on how to fix it.
Aug 15, 2024 – 42:16
Sir Martin Sorrell on the $9bn valuation wipeout of his new-world holdco S4Capital – and why Publicis, Omnicom, Havas are ‘premier league’ players; Dentsu, WPP, IPG in ‘second division’.
Aug 12, 2024 – 38:14
Market TV perceptions wayward: Ex-Seven CMO Mel Hopkins still backs TV, aligns with Nine CMO Liana Dubois warning marketers of 'dangerous swing' to platforms and dashboards over ROI
Aug 5, 2024 – 29:38
B2B marketing fundamentals challenged: Bain-B2B Institute study consigns traditional lead gen, KPIs, metrics to bin as ‘hidden buyers’ missed, trillions lost
Jul 29, 2024 – 56:23
From CMO to seven boards: Former Westfield, PepsiCo exec John Batistich's view on marketing from the top, why ageism hits marketers, not finance and talking customer over brand counters marketing’s cost centre perception
Jul 8, 2024 – 44:22
Mi3 launches FY2025 Marketing & Customer Benchmarks - 105 companies, $3bn in marketing spend: Three-speed marketing emerges; customer KPI’s surge, c-suite cred rises, what next for agencies and AI’s early use cases
Jul 2, 2024 – 40:29
Pressure cooker: Ecom harder, more expensive, marketers cut martech, brand spend and pile into performance, if not smart strategies in place you could pay more for less in FY25 – Simon Ryan
Jun 27, 2024 – 31:09
The pro-consumer privacy lobby speaks - and why the Federal Government listens on privacy reform clampdowns for cleanrooms, hashed emails, geolocation, loyalty data trading and new definitions of personal information
Jun 24, 2024 – 01:00:45
Ex-UM privacy chief lifts lid: Google has ‘captured’ trade associations and holdcos, personalisation-precision a ‘fallacy’ based on ‘garbage’ data reaching 'fake people'
Jun 17, 2024 – 47:48
Reclaiming kids from algorithms: Hyundai signs up to '36 Months' campaign, raising legal age to 16 for social media access - Nova’s Wippa and Finch’s Galluzzo urge more brands to walk purpose talk in likely hot election issue
Jun 11, 2024 – 40:24
‘Angry religious fights’: Salesforce global President and CMO Ariel Kelman on re-engineering attribution from last touch to ‘deep learning’ model; why B2B market will follow and an AI-powered rebound is coming
Jun 3, 2024 – 27:37
Out of home will be ‘20% programmatic within two years’, as ecom, retail, food, entertainment target brand and performance – but buying on CPMs alone misguided
May 30, 2024 – 44:58
A little alarming’: ACCC net widens in latest data products and services report to breaches, fines, enforcement and consumer ‘harm’ beyond privacy reform – ID hashing, location data, clean rooms face more pressure
May 27, 2024 – 58:39
Advertisers Opt for News Corp Australia’s Budget-Matching Test to Demonstrate Outcomes Impact of Intent Connect Over Cookies
May 23, 2024 – 37:10