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News Plus 4 min read
 

Dentsu CEO Angela Tangas flags CX, data unit Merkle as group's 'platform agnostic' growth engine via Adobe, Salesforce, Sitecore; now investing in Microsoft, Google stacks
By Josh McDonnell and Paul McIntyre

Dentsu is now "probably the most integrated" among all of the big global holding companies, reckons CEO Angela Tangas, with its CX, data and digital unit Merkle now the fastest...
News Plus 3 min read
 

I drink your milkshake: Seven aims to gain rival rights-holders' audiences with Tokyo Olympics plus 9m IDs, launches FMCG attribution play with Flybuys
By Brendan Coyne - Editor

Seven aims to gain 2.5 million audience IDs from the Tokyo Olympics and the network thinks it can steal a march on rival sporting rights-holders – and their audiences – while delivering...
Deep Dive 8 min read
 

Brandsplaining: Dove and Nike's 'sneaky sexism', failed femvertising and the rise of women-led brands like Frida, Third Love and Starling Bank

By Danielle Long - Contributing Editor

Femvertising has failed and marketing is still sexist, the British authors of a new book, Brandsplaining, tell Mi3. Former advertising execs Jane Cunningham and Philippa Roberts say while...
News Analysis 6 min read
 

Social difference: Can Reddit, Twitch, Pinterest, Snapchat and TikTok build Australian data, metrics and sales smarts to nibble Facebook's brunch?
By Josh McDonnell, Sam Buckingham-Jones & Brendan Coyne

So the rise of the second tier platforms is on? Reddit and Pinterest picked Sydney over Singapore for their APAC HQs because they're likely to generate more ad dollars, say...
Deep Dive 9 min read
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ANZ CMO Sweta Mehra on reshaping and upskilling marketing, finding budget allies, redefining personalisation, massive in-housing savings and rewiring its tech stack to unlock $100m

By Paul McIntyre & Brendan Coyne

Sweta Mehra has wasted little time since swapping P&G for ANZ. In four years, the CMO has overhauled marketing, creating a 'federated' approach with units responsible for business results and...
News Plus 4 min read
 

PwC: Just two media sectors in growth by 2025; booming retailer media and consumer advertising attention metrics on radar for future forecasts
By Paul McIntyre - Executive Editor

Retailer media and broadcaster video on demand is booming and quality audience reach is on the rise but PwC in its latest Media & Entertainment Outlook was careful on any...
News Plus 3 min read
 

How Visa is failing on sustainability and Afterpay is winning: Why brands need a hybrid, pointy focus to land CSR creds
By Sam Buckingham-Jones - Senior Writer

CEOs and CMOs are wasting money promoting vague corporate social responsibility achievements, according to AI-driven sentiment analysis of millions of social posts, forums, websites and media articles. According to that...
Industry Contributor 4 min read
 

Seek truth behind headlines: Why search marketing is a long way from dead - and the tests to prove it
By Gary Nissim - Co-founder, Indago Digital

Speed's Duncan Parfitt last week claimed brands can turn off search spend entirely and see negligible results, suggesting they might be better off spending ad dollars in other channels. Performance

News Plus 3 min read
 

'Switching off search and seeing negligible impact': Indie agency Speed tells clients to stop wasting money with Google, start questioning ‘lazy metrics’ and 'rubbish' attribution
By Josh McDonnell - Senior Writer

Brands are seeing "negligible impact" on sales results after turning off paid search, according to Managing Partner for indie media agency Speed, Duncan Parfitt. He puts the search addiction down to...
News Plus 3 min read
 

RAMS roars back: Marketing boss Christian Johansson reverses decline with brand and 'full funnel performance' push
By Josh McDonnell - Senior Writer

After consideration for Westpac-owned home loan business RAMS fell by 5 per cent in 2020, marketing boss Christian Johansson knew he had to reposition the product to cut through an increasingly cluttered...
Deep Dive 7 min read
 

Martech unbundles: Brands, publishers eschew Salesforce, Adobe warnings of 'Frankenstacks' for best of breed agility, in-house resource, sharper CX

By Brendan Coyne & Josh McDonnell

A new breed of marketing cloud providers is putting serious pressure on the likes of Adobe and Salesforce as brands and publishers seek a sharper competitive edge. Many are now...
Deep Dive 5 min read
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Treachery, pity and Australian leadership: John Singleton, Russell Tate, Mike Connaghan on the 'sad' British buyback of WPP AUNZ
By Paul McIntyre - Executive Editor

Sir Martin Sorrell told Mi3 in May the failings of WPP AUNZ over the past two years was down to a lack of Australian leadership. The architects of STW, which...

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News

News 2 min read
 

Australian advertising market to grow 9.1% in 2021 to $15.6bn: Zenith
By Sam Buckingham-Jones - Senior Writer

Publicis media agency Zenith predicts strong global growth in ad spend after a pandemic-rattled 2020, but with major structural changes. E-commerce and online video have surged and the digital advertising share of...
News 2 min read
 

Taboola makes $800m e-commerce play in bid to take on Amazon
By Sam Buckingham-Jones - Senior Writer

Taboola has acquired e-commerce media platform Connexity for $800 million, in a deal it hopes will create a viable alternative to walled gardens. Working to connect merchants with publishers, Taboola is creating a distributed,...
News 3 min read
 

ACCC case sees activewear firm Lorna Jane fined $5m over ‘predatory’ claims its clothing kills viruses
By Sam Buckingham-Jones - Senior Writer

Lorna Jane has been fined millions for making “false and misleading” claims in a marketing campaign for clothing described as “eliminating the virus”. Lorna Jane has since apologised and says...
News 1 min read
 

Revive Financial hires indie agency Speed to manage planning, buying and relaunch
By Josh McDonnell - Senior Writer

Personal and business debt management solutions provider Revive Financial has appointed indie media agency Speed to manage the relaunch of its brand. Another win for the agency headed up by...
News 2 min read
 

Nunn poaches Havas digital director for new Sydney role

By Sam Buckingham-Jones - Senior Writer

After winning Philips water solutions products last month, Nunn Media has appointed a Digital Director in its Sydney office to better integrate digital assets into its media strategies.

News 1 min read
 

TikTok launches sponsored video product, Kayo scores big on clicks and completions
By Freya Morris - Staff Writer

Sports streaming platform Kayo racked up a 21.6 per cent view-through rate via TikTok’s new sponsored video product, Spark Ads, and reports massive engagement gains of 2,760 per cent.
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