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News Analysis

By Josh McDonnell - Senior Writer

Analysing this week's latest industry news

Following a difficult year for the airline industry, Virgin Australia's General Manager, Brand and Marketing Michael Nearhos has exited the business. The company confirmed his departure, with Velocity CMO Dean Chadwick thanking...

Virgin Australia had to make deep cuts to an already lean marketing team after Covid grounded planes and pushed it into administration. Under new private equity ownership, the airline is now gaining...

IPG Mediabrands' investment intelligence arm Magna has the Australian ad market back 6.2% in 2020. Publicis-owned Zenith has it back 12%. They both agree that 2021 looks healthier, with digital to drive...
After a quiet takeover of Quantium's media unit, the massive scale-up by Woolworth’s retail media division Cartology continues unimpeded by Covid with the hire of IAG’s head of Customer Growth and Analytics,...

Intelligence Briefs

Want truth? 2020 was the year marketing had to have to bury a tormenting decade of ‘The CMO is dead’

Sunita Gloster

Industry Contributor

Sunita Gloster - Senior Advisor, Accenture; Founder, Gloster Advisory

My Takeout: The CMO is dead – since 2012... Syl Saller, Chief Marketing and Innovation Officer at Diageo in a recent World Federation of Advertisers (WFA) paper on the 'CMO Conundrum' calls...

Why are Aussies with the least spending the most?

James Jayesuria, MD and Michael Cullen, Consultant

Industry Contributor

James Jayesuria, MD and Michael Cullen, Consultant - Nature Sydney

My Takeout: The strategic insights consultancy firms Nature and The Lab have been tracking these societal shifts since March. As part of their work, they’ve identified and grouped Australians into five broad...

The way we create solutions for brands has evolved, so the way we price services must evolve too

Lizzie Strobel, Head of Production

Industry Contributor

Lizzie Strobel, Head of Production - Digitas Australia

My Takeout: The complexity of modern-day marketing means it’s no longer reasonable to expect a creative team to crack a brief in a bubble by churning out a few TV scripts and...

Journalism will never have a “Social Dilemma”

Adam Singolda, CEO

Industry Contributor

Adam Singolda, CEO - Taboola

My Takeout: The crux of Netflix’s recent documentary, The Social Dilemma , rests on one foundational message: the over-collection of personally identifiable information has provided social platforms with the power to manipulate...

THE PULSE

The correct calculations: 63% of Mi3 readers say they are on top of their Dirichlet curves, ESOV and marketing maths. A further 31% admit they are below par, while the remaining 6% say it doesn't factor into their role. View it or do it now.

MI3 VIDEO
A Show Called Brandin' - a joint venture between Mi3, LinkedIn Marketing Solutions and The Branding Report

Top CMOs on how Bunnings, Woolies, Atlassian and Four Pillars Gin are saving the world

The fifth and final episode of A Show Called Brandin’ for 2020 sees marketers from CommBank, Xero and Simply Energy share the emotional connections and reignited passions for brands that got them through Covid. However, B2B marketers in Australia and New Zealand are twice as likely to use rational messaging than emotional - big mistake? Does advertising that appeals to the heart fill the funnel with new and out-market customers? Watch the show to find out.

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