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Deep Dive

A Show Called Brandin': Stop selling to those who are already buying, start growing; and why you might want to hold back that millennial joke

Salesforce VP Jo Gaines and Hipages Chief Customer Officer Stu Tucker: Too loyal to switch brands?

By Paul McIntyre - Executive Editor

5min read

Marketers have got really good at selling to people who are already buying - less so at winning over new customers. Going narrow isn't really working, so brands seeking growth need to start working on tomorrow's customers now – and all that fuss over millennials is about to pay off big time. Hipages' Stu Tucker, Salesforce's Jo Gaines and The Distinguished Gentleman's Ride founder Mark Hawwa are joined by demographic expert Simon Kustenmacher in this week's episode of A Show Called Brandin'.

Go deeper 5min read

Deep Dive

The next Accenture Interactive, Deloitte Digital? Capgemini and RXP CEOs on the Australian deal the holding companies missed

Olaf Pietschner and Ross Fielding: Thinking bigger.

By Paul McIntyre - Executive Editor

5min read

Capgemini’s takeover deal for listed Australian tech, CX, brand, data and design group RXP buys it a firm generating about $120m from specialist expertise across Salesforce, Microsoft and ServiceNow. It also brings into the fold The Works, the Sydney-based agency RXP acquired in 2018 for circa $33m. Is Australia witnessing the emergence of another Deloitte Digital or Accenture Interactive, and have agency holding groups missed a trick by not getting in there first? Capgemini ANZ CEO Olaf Pietschner and RXP CEO Ross Fielding outline what’s next.

Go deeper 5min read

News Analysis

By Josh McDonnell - Senior Writer

Analysing this week's latest industry news

Behavioural Economics Bootcamp: Automation and tech skills running ahead of why consumers actually buy stuff

Behavioural Economics is hot in the marketing and media sectors this year as brands from all sectors look to unravel how people have and will behave through and beyond Covid. But many are...

Digital marketers are asking to be robbed, retailers have gone too narrow: GroupM digital boss Venessa Hunt on why she's leaving to spearhead a reset

Venessa Hunt says brands and agencies have made a big mistake in going too narrow and chasing the cheapest digital prices, hollowing out purchase funnels and inviting fraudsters to cream off a...

'Absolutely no ads', but Nine touts premium integration for brands within Stan Sport streaming strategy

Nine's Head of Sales - Sport, Matt Granger, says there will be "absolutely no ads" on Stan Sport. But making back $100m from the rugby alone would take a fair while with subscription revenues and...

CTV advertising must go programmatic to scale: What does that mean for ad fraud - apps, server farms and spoofing included

Fraudsters always follow the money – and connected TV ad revenues are rocketing. To fully scale, CTV advertising will ultimately need to go heavier into programmatic, and into the open exchanges, says the US-based...

Intelligence Briefs

Is modelling in a post-Covid recovery overused or the essential strategic weapon?

Industry Contributor

Matt Farrugia, Managing Partner & Co Founder - Mutiny

My Takeout: “Modelling” seems like the new “Digital” in today’s marketing landscape; a term bandied around with little understanding. Similarly to “digital”, it’ll likely become a differentiator for brands and agencies, before...

Why AI-powered e-commerce and QR codes are going to be massive in 2021

Industry Contributor

Sarah Keith, Managing Director - Paykel Media

My Takeout: Coming to the close of a year that saw complete non-precedence across all industries and countries, now marks a good time to take stock of what was learnt and what...

As brands create turmoil boycotting the US TV upfronts, the lesson for 2021 starts here

Industry Contributor

Kurt Burnette, Chief Revenue Officer - Seven West Media

My Takeout: The pandemic still holds plenty of the cards moving into 2021. We cannot discount the rolling effect from Covid-19 on the advertising market this year. The key learning is the...

How to remember Melbourne lockdown? Behavioural Science says try the 'Peak End Rule'; Daniel Andrews wins

Industry Contributor

Dan Monheit, Founder - Hardhat

My Takeout: The peaks and endings are crucial factors in the crafting memories. Not only will Dan Andrews’ leadership be looked back upon fondly by Victorians, but in all likelihood, so will...

THE PULSE

CX crunch: 50% of Mi3 readers say their organisation is not set up to deliver ‘relay-like’ seamless customer experience due to existing internal siloes. The remaining 50% say transformation is ongoing. View it or do it now.

Let's go. Next Pulse.

Market Voice

Linear TV is neither dead nor dying: But it needs to evolve faster than VOZ

Audiences have already converged. Now the TV, digital and media planning industries are racing to catch up. But some routes are quicker than others. Choose wisely, says Amobee’s ANZ Head of Sales, Andrew Dixon.

Go deeper 3min read

Andy Dixon

Head of Sales ANZ, Amobee

23 November 2020 3min read

Linear TV is neither dead nor dying: But it needs to evolve faster than VOZ

Go deeper 3min read

By Andy Dixon - Head of Sales ANZ, Amobee

MI3 VIDEO

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

A Show Called Brandin': Marketers good at selling to customers, not for winning new ones

The fourth episode of A Show Called Brandin’ explores why marketers have got really good at selling to people who are already buying but less so at winning over new customers. Going narrow isn't really working, so brands seeking growth need to start working on tomorrow's customers now – and all that fuss over millennials is about to pay off big time.

Australian pay-TV accounts 'to drop 14% post-Covid', per Trade Desk poll

4min read

Digital advertising notches 11.3% quarterly growth

1min read

Foxtel Media study finds its audiences are 27% more engaged other TV viewers

1min read

MFA re-appoints Peter Horgan as Chair, names new independent director

2min read

Koala CMO, DDB's Leif Stromnes: Brands to rebuild post-Covid Australia - investing in community will pay off big time

By Paul McIntyre - Executive Editor

18 November 2020 5min read

By Paul McIntyre - Executive Editor

18 November 2020 5min read

Deep Dive

A Show Called Brandin' - balancing brand and performance, why marketers are fluffing ROI measurement and what not to ask in pitches

By Paul McIntyre - Executive Editor

17 November 2020 4min read

By Paul McIntyre - Executive Editor

17 November 2020 4min read

Deep Dive

Is the "connected customer" boom delivering? Budget Direct, Aware Super, NRMA, CX Lavender on growth

By Paul McIntyre - Executive Editor

16 November 2020 6min read

By Paul McIntyre - Executive Editor

16 November 2020 6min read

Deep Dive

A Show Called Brandin': Brent Smart, Jodie Sangster and Manu Feildel on brand fame, Aldi's middle aisle and the world's best and worst airlines

By Paul McIntyre - Executive Editor

10 November 2020 4min read

By Paul McIntyre - Executive Editor

10 November 2020 4min read

Deep Dive

Brands after Covid: Content marketers signal big, bold and emotional push for 2021 – while average must die

By Paul McIntyre - Executive Editor

9 November 2020 4min read

By Paul McIntyre - Executive Editor

9 November 2020 4min read

Deep Dive

Smoke and fire: WPP AUNZ boss Jens Monsees rubbishes rebellion rumours as board instigates CEO review; counters Sorrell on S4 Capital's 'new model'

By Paul McIntyre - Executive Editor

8 November 2020 6min read

By Paul McIntyre - Executive Editor

8 November 2020 6min read

Deep Dive

A Show called Brandin’: Who is your customer; which brands do CMOs personally rate most highly as consumers - and why we should stop asking customers what they want

By Paul McIntyre - Executive Editor

3 November 2020 4min read

By Paul McIntyre - Executive Editor

3 November 2020 4min read

Deep Dive

CommBank marketing chief Monique Macleod on in-housing, the kind of marketers she needs, blending art and science, and brand building out of Covid

By Paul McIntyre - Executive Editor

2 November 2020 6min read

By Paul McIntyre - Executive Editor

2 November 2020 6min read

Deep Dive

Stellar cast: Mi3, LinkedIn and The Behaviour Report launch "A Show Called Brandin" edutainment series across APAC

By Paul McIntyre - Executive Editor

27 October 2020 4min read

By Paul McIntyre - Executive Editor

27 October 2020 4min read

Deep Dive

Penfolds bold brand plan to be Louis Vuitton - from fine wine to an Australian global luxury icon

By Paul McIntyre - Executive Editor

26 October 2020 6min read

By Paul McIntyre - Executive Editor

26 October 2020 6min read

Your Intelligence Briefs

Most Popular

The Facebook boycott: a chance to properly probe effectiveness - is 1.7 seconds enough?

Industry Contributor

Jonathan Fox, Director of Effectiveness - Nine

My Takeout: Facebook users spend an average of 1.7 seconds with each item of Facebook content. Very few consumers make it 50% of the way through Facebook video ads, providing a very...

WFH versus the office for building culture: Danny Bass is only half right

Industry Contributor

Sarah Wyse - Head of AFL Media Network

My Takeout: A great working culture and a healthy business have nothing to do with where you get your work done. I agree with Danny Bass when he says businesses who have...

Here's a tip - audio and radio sector is set for new growth

Industry Contributor

Venessa Hunt, Chief Digital Strategy Officer - GroupM

My Takeout: We have never seen a time like this before in the radio industry and the timing could not be better. The radio industry and wider audio industry is coming together...

Is Australia really undergoing a Covid reset? No, a concerning culture clash is coming

Industry Contributor

Amanda Windus, Managing Director Brisbane - The Lab Insight & Strategy

My Takeout: While the war-time solidarity and expression “in it together” has been the 2020 mantra, our research has revealed sharp differences in people’s COVID-19 experience. Opposing thoughts and feelings are coming...

OOH's second brush with lockdown: survival of the smartest

Industry Contributor

Bruce Mundell, Group Director - Customer Strategy - oOh!Media

My Takeout: If you were a leader of our country, what would you have chosen to do in a global pandemic? Especially with no rulebook and a limited understanding of the virus...