Mi3 Audio Edition
by Mi3 & iHeart Podcasts Australia
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).
Episodes
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The multi-platform player: Unpacking a new era of ARN
Host: Nadia Cameron, Publisher | Editor – Marketing It’s been 12 months since ARN CEO, Michael Stephenson, took to the stage at the group’s inaugural upfronts and drew a line in the sand between the old ARN and the new. The promise: An entertainment company that would not only fight to regain…
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Why context matters: How Quest captured consumer intent to drive awareness boost, 20% sales uplift
Host: Nadia Cameron, Publisher | Editor – Marketing ‘Context is key’ is one of those age-old principles most people hold to be true. But when it comes to advertising, our industry can get rather one-track minded on what context best serves conversion, commonly placing the emphasis and weight on…
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Avoiding the efficiency trap: How marketing shifts from precision to prediction
Host: Nadia Cameron, Publisher | Editor – Marketing Marketing teams have become incredibly good at optimising campaigns and communications through ever-more precise data and measurement tools. But have we been pursuing precision and ROI to the point where we’ve optimised and measured ourselves…
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Unpacking Nine’s ‘sofa to street’ proposition: How unmatched local scale and a cohesive cross-channel play will unlock commercial growth for Australian advertisers.
This year’s Nine Upfronts gave brands and media buyers a decidedly different narrative to engage in, and it wasn’t just down to the high-production, immersive format of its showcase. Nine put forward a confident content slate that exuded what the locally owned and operated media company does…
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“Marketing for marketing’s sake is just irresponsible and wrong”: Former CMOs, advisors and board leaders, Stuart Tucker and Nicki Kenyon, on what it really takes to win hearts and minds in the c-suite
Host: Nadia Cameron, Publisher | Editor – Marketing There is a constant refrain in the marketing industry and it’s this: That many marketers are brilliant at what they do, but very few are brilliant at marketing the actual profession to the CEO, CFO, boards and executive peers. Lying at the heart...
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‘Because it matters’: How American Express is redefining what it means to back small business
Host: Nadia Cameron, Publisher | Editor – Marketing Every financial brand talks about backing small business. American Express has spent 14 years proving it. Now it's bringing that commitment together under a single organising platform: Because it Matters. The American Express Because it Matters...
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Attention that translates into brand building plus sales punch: Digital out-of-home’s superpower
Host: Nadia Cameron, Publisher | Editor – Marketing Not all reach is equal and neither is our level of attention: We know it instinctively, we’re told it, and now we’re getting better understanding into how to apply its qualitative impact to achieve mental availability, brand equity and sales...
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Agentic AI will reward strong brands built on trust, evidence and customer connection. Mediocre brands will perish
Host: Andrew Birmingham, Editor - CX | Martech | Ecom Agentic commerce is about to redraw the shopping journey. AI is moving beyond search and recommendation to evaluate products, weigh trade-offs and increasingly make decisions on the customer’s behalf. For brands, a chatbot and a few tweaks for...
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The CMO Awards podcast episode 16: Brand rejuvenation: CMO winners from Bank of Queensland and Uber unpack their playbooks for marketing effectiveness
Host: Nadia Cameron, Publisher | Editor – Marketing Brand rejuvenation: How do you honour the legacy while seeking a new narrative that grabs attention, compounds consumer and customer affinity, and delivers new commercial momentum? In this episode, two of our 2026 top 10 CMOs from the CMO Awards…
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CMO Awards Podcast Episode 15: Going for growth: AAMI, Wesfarmers Health on the case for behaviour change
Host: Nadia Cameron, Publisher | Editor – Marketing This year’s CMO Awards again set out to recognise marketing teams driving strategic growth for their organisations with our Best Growth Initiative of the Year Award, presented by Publicis Groupe. Our 2026 winner? A driving test from the Suncorp...
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Cultural affinity and long-term memory coding that drives future demand: How pairing high-attention Winter Olympic Games content and digital out-of-home delivered gold for brands
Host: Nadia Cameron, Publisher | Editor – Marketing In a fragmented media landscape, reach isn’t the only factor broadcast channels need to deliver brands. They also need to grab attention – a vital quantity in building the mental availability and positive, differentiated associations brands...
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AI mental availability rules: serve bots and humans in single hit; collapse corporate affairs, comms, marketing, CX silos; kill slop – Chemist Warehouse nails it
Host: Paul McIntyre, Editor-At-Large 57 per cent of all web traffic is automated and climbing as AI upends search, discovery and commerce. Marketers are watching page views tank – down 20-30 per cent in Australia this year – and scrambling for answers to a fundamental question: When a machine…
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Beyond the Tornado: Agentic AI's first year unpacked with lessons learned, governance wins, workflow traps, agent drift and why the organisations moving fastest are the ones that moved most carefully
Host: Andrew Birmingham - Editor - CX | Martech | Ecom A year after Mi3 Australia began its agentic AI research deep dive – dubbed Inside the Tornado – that first wave of febrile experimentation has given way to what feels like the beginning of a Cambrian explosion as businesses embed AI agents...
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Retail Media Builds Bridges: Canada’s leading department store Holt Renfrew on how marketing and merch alignment powers growth in demand, CX and profit
Host: Paul McIntyre, Editor-At-Large Not all retailers are victims of scale. North America is pouring billions of dollars into retail media, largely sponsored search and digital screens, making giants like Amazon, Kroger and Walmart richer and other retailers chasing scraps. But luxury department...
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Coles ‘Down Down’ blockbuster not dead yet says brainchild Ted Horton after ACCC wins lawsuit over ‘deceptive’ price spikes - but agency economics breaking, attention metrics ‘pseudo science’, ad awards still warp industry
Host: Paul McIntyre, Editor-At-Large For the shopping public, Coles’ ‘Down Down’ has stuck like super glue for more than a decade – while loathed by adland’s elite. They’ll be mostly thrilled on what Horton – Down Down’s creator – figures is likely now in a rare and wide-ranging interview and...
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CMO Awards Podcast Episode 14: The cheeky challengers: CMO winners from amaysim, Australian Pork, Mountain Culture Beer Co on breaking the marketing and creative mould
Host: Nadia Cameron, Publisher | Editor – Marketing They all work for cheeky challenger brands in their respective categories, they’re not afraid of doing unconventional things – and now they’ve all been recognised as top 20 CMOs of the Year for committing to innovative and distinctly different...
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CMO Awards Podcast Episode 13: Combatting the belief marketing is a discretionary spend
Host: Nadia Cameron, Publisher | Editor – Marketing The Iconic CMO, Joanna Robinson, describes commercial marketers as “customer obsessed, commercially disciplined, always data-informed and strategically curious”. Former Naked Wines CEO and Unilever marketing leader, Paul Connell, says it’s about...
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‘Age of the erratic’: How KFC’s Vanessa Rowed and Lyka’s Cam Luby are using MMM to navigate extreme volatility, bury dud products and replace them with better, faster
Host: Paul McIntyre, Editor-At-Large In the last 20 years, KFC CMO Vanessa Rowed has worked across retail, banking, and QSR. Right now, compound market volatility makes “predicting demand really difficult” says Rowed.“That’s the biggest shift I am seeing.” Boards and management are twitchy....
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The CMO Awards Podcast Episode 12: Compounding benefits – playing the long game in brand and campaign strategy
Host: Nadia Cameron, Publisher | Editor – Marketing Numbers are increasingly stacking up that sticking to your brand narrative and creative platform knitting year after year pays outsized dividends. And it might just be the ticket to avoiding AI slop. But it takes a wealth of market sensibility,...
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The CMO Awards Podcast Episode 11: Selling the unreliable: How to build belief in bold marketing
Host: Nadia Cameron, Publisher | Editor – Marketing Patience of a saint, ‘glass half full’ mentality and commercially persuasive: These may not be the first things you put down on the list of attributes required in modern marketing leaders. But marketing today is as much about exercising…
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‘Why hammer at an LLM spending tokens’: Pega’s Jonathan Tanner warns on AI hype; banks pivot to rules, context and real-time decisioning as CX, fraud prevention, and lifetime value collide
Host: Andrew Birmingham, Editor - CX | Martech | Ecom Banks, telcos, and insurers are rethinking how they engage customers, shifting away from mass marketing campaigns toward real-time decisioning systems designed to respond to individual behaviour, according to Jonathan Tanner, a senior…
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Family back as the new black: World chaos, kids’ killer schedules and personal screen rabbit holes trigger cross-generation co-viewing surge to fastest-growing audience segment for 2026
Host: Paul McIntyre, Editor-At-Large Ryan Gosling is not a goose - at least on which feature films to front. His new movie, Project Hail Mary, from Amazon-owned Hollywood studio MGM, has blasted to this year’s best opener at the Australian box office at the time of its release. It’s pulling mum,...
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The CMO Awards Podcast Episode 10: Recasting marketing teams and capabilities in an AI world
Host: Nadia Cameron, Publisher | Editor – Marketing CMOs have always sought to build best-practice marketing teams – it’s one of the first things they’ll have on the to-do list when they take up a new gig. But what does the marketing team of the future even look like in a world where AI is...
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Biggest consumer trust, sentiment shift since Covid; Gen Z leads as AI, deep fake content sows doubt – brand safety tools block swing to safer sources
Host: Paul McIntyre, Editor-At-Large AI’s impact is rapidly eroding public trust in content, including the vast volumes originated by brands. Gen Z is leading the public concern, typified by confusion over what is real and what has been blurred, blended and bent by nefarious AI operatives with…
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Australia’s $6bn dull media tax: Quest for the Cost Per Meaningless Thousand, cheap reach sees brands sacrificing attention and impact, culminating in a 12X efficiency gap, finds Dr Karen Nelson-Field
Host: Nadia Cameron, Publisher | Editor – Marketing Last year, one of the world’s leading minds on attention, Amplified founder Dr Karen Nelson-Field, set out to put a figure on the eye-watering cost of dull media. The job followed on from the esteemed Dr Peter Field and Eatbigfish consultancy...
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‘All about rich reach’: ex-McDonald’s, Nike, Myer, Virgin, Rip Curl marketer builds owned media powerhouse at St Kilda’s with ‘mind blowing engagement’; Huge Chery auto gains prove it works
Host: Paul McIntyre, Editor-At-Large 95 per cent of St Kilda Football Club’s marketing budget goes into its owned assets. Chief Customer and Commercial Officer, Michael Scott, has worked across some of the world’s biggest and best consumer marketing companies. Now he’s packaging up “rich reach”…
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Omnicom Oceania chief Nick Garrett rejigs 100 brands, ditches old holdco media-creative model for CMO, CCO growth focus, takes on consultants with new upstream unit, reshapes 1000 staffers as specialist group-wide ‘T-shape leaders’, lobs Publics over Accenture Song as biggest competitive threat
Host: Paul McIntyre, Editor-At-Large Merging two massive holdco structures after the global Omnicom-IPG merger and culling 100 brands is not for the faint hearted. Overhauling the local operating model entirely at the same time? Fraught with risk. But Nick Garrett’s master plan has the blessing…
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The rise of live shopping: eBay taps fandom, collectibles obsessions, and the consumer’s penchant for entertainment-laden commerce with debut of eBay Live in Australia as global spending looks set to hit $2 trillion by 2030.
Host: Nadia Cameron, Publisher | Editor – Marketing Live shopping, a blend of live video, real-time interaction and in-stream checkouts, is becoming a significant incremental ecommerce growth lever. Global figures suggest living shopping will tip an eye-watering US$2 trillion by 2030 and hit $1...
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The CMO Awards Podcast Episode 9: Fountains of knowledge: CMOs on the power of mid-profession learning
Host: Nadia Cameron, Publisher | Editor – Marketing For Expedia Group country director and marketing activation lead, Philippa Durant, completing an MBA culminated in three leadership pillars reflecting her own personal brand: Kindness, passion and creativity. For Monash IVF head of marketing,...
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‘Inherently reckless’: Retailers’ inflated ‘owned media’ asset values are ‘wreaking havoc’; telcos, finance the biggest laggards in first global report on $573bn owned media sector
Host: Paul McIntyre, Editor-At-Large Despite a multi-year boom, there’s an abundance of retail executive teams around the world disappointed with their retail media network initiatives - largely because of a misleading valuation method influencing what retailers think they can extract in...
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Why CommBank CMO Jo Boundy thinks brand content is a full funnel ‘silver bullet’ as consumption jumps 11%; News Australia report says ‘content ecosystems’ morphing to ‘brand worlds’
Host: Paul McIntyre, Editor-At-Large When Jo Boundy greenlighted the second series of CommBank's financial wellbeing series The Brighter Side on Paramount 10, she expected good things but maybe not as good as the audience engagement levels turned out. The bank’s The Brighter Side TV series…
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Gary Vee is doing Superbowl ads for Kellogg’s next week – here’s why he won’t buy more TV, what he thinks of the Brits, Ritson, classic marketing and attention metrics … and when social media’s time is up
Host: Paul McIntyre, Editor-At-Large Gary ‘Vee’ Vaynerchuk says his pithy pro-social media views to circa 50 million followers are far more nuanced than the vast volumes of “Jersey boy competitive” social media sound bites let on. Is two seconds of social media attention enough to work for a…
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Redundancy repercussions: How marketing and media execs Liana Dubois, Katie Dally, Josh Slighting and Amy de Groot navigated the five stages of grief after job loss – then tapped lateral, imaginative thinking to make their next career choices
Redundancy is rife across the marketing and agency ecosystem right now. And whether you have an inkling your job could be on the line, as Liana Dubois did when management consultants entered the Nine building, or it's a complete shock – such as Josh Slighting experienced when he left a growing…
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Marketing Gold: How Australian Redcross Lifeblood used TV to deliver a 120% increase in appointments, and KitKat made Gen Z penetration sales gains by taking ‘Have a Break’ to gamers
Marketing effectiveness: How we all strive to achieve it. In today’s episode, two very distinctive takes on successful work, from the verticals and business objectives in play, to audience targeting, messaging and channels used – traditional media through to gaming streaming – are in the…
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The rise of luxury retail media: Selfridges, Disney combine for unprecedented retail media Xmas campaign – as up-market department stores globally position for next growth wave from non-endemic brands
British luxury department store Selfridges has just launched a Christmas campaign co-created with Disney across almost the entire Selfridges portfolio of in-store and digital media assets. Now it’s pushing harder into retail media – and looking for similarly deep relationships with select brands...
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Australian vs UK marketers on attention, measurement, reach and cost – and why Australia is pulling ahead on ad effectiveness over efficiency
Australian brand marketers and their UK counterparts came up with very different views on where they see their biggest challenges, according to a study by QMS that was aligned to research by Ocean Outdoor UK. Marketers from the UK cited attention as their key challenge, while Australian marketers...
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‘Video is rapidly coming down the pipe’: Michael Stephenson’s masterplan for ARN, what’s next, and a massive 12 months ahead
New ARN CEO, Michael Stephenson, has been unusually quiet for much of the year. After this week’s upfronts, we now know why. Stephenson has been rapidly redesigning ARN from an audio operator to a fully-fledged entertainment company. ARN unveiled a dozen big new content and commercial initiatives...
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Atomic 212°, Bupa and Inclusively Made: How to flip the script on disability representation to create inclusive media for all Australians
Atomic 212°’s Chief Strategy Officer, Asier Carazo and Bupa's GM of Marketing, Naomi Driver once shared a common fear that permeates much of the industry: How does a brand advance the cause for the 20 per cent of Australians with a disability – without being unintentionally tokenistic or…
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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
Six years ago, media ecologist Jack Myers called it right on the almost total automation of media buying. Now he says extending principal trading models into retail media is the future for media agencies, as more retail media brands – the likes of Uber and United Airlines “that aren’t that...
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Dopamine hunters: Why 30 per cent of agency, media set are likely neurodivergent, how mobiles really hurt deep thinking and hot consumer segments overlooked
What happens when you get a neurodivergent, a dopamine dissident and a socio demographic myth buster riding the boundaries of the media and marketing business on the mics together? We’ve done just that after The Media Federation’s (MFA) recent annual conference produced an eclectic mix of…
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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
Last October Nine corralled a posse of market mix model (MMM) providers, co-funding a program to prove what its assets could do in hard business terms. Since then Nine has poured over three years of historical data from dozens of campaigns, along with brand tracking, consumer attitudinal…
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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
Host: Andrew Birmingham - Editor - CX | Martech | Ecom AI is reshaping the rules of business at breakneck speed - and likewise for marketing. Legendary tech sector analyst, founder, CEO and chairman of global analyst firm Forrester, George Colony, calls this the Seventh Wave. It’s an upheaval…
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‘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
Just when you thought the bulging TV, BVOD, streaming and video sector had peaked with too many consumer and advertiser choices, along comes the no-subscription, ad-supported international streamer Tubi with 100 million global viewers dominated by a younger set binging TV shows like the 30…
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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
YouTube last week officially ousted the UK’s biggest commercial broadcaster ITV as the video platform now second only to the BBC in audience size, according to the tech and media regulator Ofcom. YouTube’s ad take is pumping everywhere – it raked $9.8bn in the June quarter, according to its…
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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
Host: Nadia Cameron - Editor - Marketing | Associate Publisher Brand evolution: It’s in the sights of every marketer, but how do you honour the legacy while seeking a new narrative that grabs attention, signals distinctiveness, and builds loyalty? How do you prove it’s worth investing in brand…
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‘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
Employment Hero and Salesforce are at opposite ends of the B2B spectrum. One’s a rapidly scaling $2bn platform, the other a $260bn behemoth. But both have adopted a consumer marketing playbook, applied it to B2B and are watching growth power. Employment Hero’s Tasman Page says the approach is...
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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
Host: Andrew Birmingham, Editor - CX | Martech | Ecom Mi3’s tech editor Andrew Birmingham is joined by global Martech doyenne and Chief Martec's editor-in-chief Scott Brinker to dissect the 2025 Martech Landscape, his famed spaghetti-styled industry maps, now at 15,000 different tech solutions…
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‘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
It’s less than a year since Salesforce launched autonomous AI agents into the wild. But the bots are already reshaping business functions. In the US, online accounting platform 1-800 Accountants, which handles payroll and book keeping for circa 100,000 firms, has slashed the time staff spend on...
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The CMO Awards Podcast Ep7: Winners and finalists part 2: Uber, Guzman y Gomez CMOs reveal what makes their distinct marketing approaches effective
Their remits and responsibilities seem poles apart, but Guzman y Gomez global CMO, Lara Thom, and Uber CMO APAC, Andy Morley share strikingly similar views on the importance of culture, CMOs aligning personally to company values, brand-led strategy, and bold, progressive marketing that grabs...
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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
Cannes was heaving with influencers striking deals, but the message from top marketers, academics and consulting firms was consistent: Go back to fundamentals on brand, embed brand at the heart of business, then execute with consistent creative excellence to drive outsized financial returns. Mark...
About this show
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).
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Mi3 & iHeart Podcasts Australia