Mi3 Audio Edition

Agencies, holdcos to become media owners, fin services with principal trading, retail media products; media owners merge and consolidate for cost-out, not transformation – Media ecologist Jack Myers calls the next three years

Dopamine hunters: Why 30 per cent of agency, media set are likely neurodivergent, how mobiles really hurt deep thinking and hot consumer segments overlooked

Nine’s MMM trial early results: MAFS boosts trust for Westpac, Love Island Australia smashes Cointreau consideration, Kia prepares to move money – but ROI dangers lurk

Seventh Wave Rising: AI to slash SaaS pricing, collapse tech stacks, kill search as we know it - and why marketers should wait before locking in

‘Growing out’ of YouTube: 120,000 long-form TV, movie titles send ad-funded Tubi’s biggest audience – Gen Z and millennials – down retro rabbit holes and ‘vertical fandoms’ - News Australia completes “All Screens” masterplan

YouTube steaming to ad revenues of $50bn, recasts TV to creator economy as UK broadcasters claim ‘reach fail’, top 200 channels dominated by kids - and Peppa Pig

The CMO Awards Podcast Ep8: Building brand for demand: Michael Hill, Reflections Holidays, Allianz CMOs on the business case and foundations for a brand-first marketing strategy

‘700% outperformance’: Employment Hero and Salesforce bring B2C playbook to B2B, watch lead costs tumble, growth power – but diverge on in-housing vs agencies amid AI shift

Top ten global martech analyst Scott Brinker says tech vendor consolidation has begun, agentic AI’s impact deep on marketers to master a complex, multi-agent future

‘People’s jobs will be changed’: Salesforce global CMO on how AI agents are the new digital labour force rapidly reshaping customer service, marketing and commerce; plus the ‘false precision’ of brand attribution

The CMO Awards Podcast Ep7: Winners and finalists part 2: Uber, Guzman y Gomez CMOs reveal what makes their distinct marketing approaches effective

Super Cannes 25: Suncorp’s Brand, CX boss Mim Haysom on influencers; Why EY Parthenon says risk and creative works for c-suite and Tassal’s Matt Vince is thinking global

The CMO Awards Podcast Ep6: Best Growth Initiative of the Year in focus: CMOs of Arnott’s Group, Flintfox share how they unlocked growth opportunities in the very different worlds of B2C and B2C

Blending Sharp and Ritson: Distinctive differentiation and custom media moves needle for CommBank, Subway, NRMA Insurance as News Australia shifts approach.

Omnichannel planning cuts ad fatigue, builds brand, speeds sales: New research shows how; Nunn Media cuts acquisition cost 24%

The CMO Awards Podcast Ep5: Winners and finalists part 1: Why sticking it out for the long term is so important to the marketing chiefs at Intrepid, Kennard’s Hire and Patties Foods

‘It’s all double duty’: A CMO, a CEO and an agency boss on brand v performance myths, the ‘mother metric’, and expensive mistakes to avoid

Kahneman subverted: Behavioural economics weaponised as dark patterns pump ecom, platform profits – prepare for legal change, warns Consumer Policy Research Centre

The CMO Awards Podcast Ep4: Earning the CEO and CFO’s respect: What former marketing chiefs from Jurlique, Aldi, Mercer plus Tourism Australia’s former CFO did to better narrate the commercial value of marketing

The CMO Awards podcast Ep3: Why we need ‘growth’ in job titles: Former and current marketing leaders from Lion, SiteMinder and McCain on how they’ve oriented teams and culture to drive new growth and brand ambitions

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

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

Suncorp, OMD and Foxtel talk TV, streaming and sport sponsorships and where media measurement, outcomes need to go next

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%

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

‘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

‘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, Omni

‘Size the opportunity, then seize it’: Flight Centre global CMO prepares for category expansion, revenue take-off via owned media-publisher pivot

‘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

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

‘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 mark

Two second rule: System1 and JCDecaux effectiveness research shows 70% of Out-of-Home ads fail, the brands nailing it – and seven easy fixes

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 implementa

SCA backs hyper-local radio, earlier ad integration to beat rival’s $200m metro talent transplant, rides anti-global, anti-algo new wave

'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

Flywheels over funnels, intimacy, ‘low martech’ and influence over mass ‘shotgun’ reach: Four Pillars cofounder on repeating the trick globally under Kirin-owned Lion

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

Faster decisions that move profit needle, quantifying loyalty programs' dollar value: Where Optus and Michael Hill go next with MMM

Maurice Blackburn flags Australian publisher class action against Google for alleged bid rigging, Meta collusion; $8bn Canadian publisher lawsuit paves way

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

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

Active attention for longer: Out of home study goes global as MRC moves on attention metrics, signalling programmatic surge, challenger brand boost

TikTok-Tracksuit data: 60% brand awareness triples conversion; 37% awareness is sweet spot for DTCs, start-ups

Writing for bots: Conversational commerce ‘explosion’ set to trigger up to $200bn in global brand content contracts – Deloitte Digital

‘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

Enforcement mode: Privacy Commissioner Carly Kind takes aim at widespread pixel data spillage, loyalty, data enrichment, broking and geolocation targeting under existing laws

‘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

Paramount global and local sales chiefs on converged trading, blended CPMs and why allowing streaming subscribers to opt into ad tiers is optimal

‘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’

Virgin Velocity measured incrementality across media channels, proved TV+BVOD+OOH deliver more uplift, launched first brand push, saw member growth trend soar 35%