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Deep Dive

Pillow talk: Why ex-Grindr, Netflix CMO is wooing traditional media for growth as Koala’s new global marketer

Peter Sloterdyk: “For a furniture brand like Koala, those top of funnel, brand marketing moments for consideration are really, really crucial to our customer flow and to continuing the influx of new folks that are experiencing Koala.”

By Paul McIntyre - Executive Editor

5min read

Emerging Australian furniture and lifestyle direct-to-consumer (DTC) upstart, Koala, is going international as its new global CMO - still stranded in California - Peter Sloterdyk, is charged with turning it into a global brand. To do so, he’s going to diversify media spend across programmatic, TV and eventually, Out Of Home too. Sloterdyk, interestingly, also heads Koala's technology remit. This is the second episode in the Reset Now series from the Australian Association of National Advertisers (AANA), Nine and Mi3.

Go deeper 5min read

Leader

Clemenger BBDO chair Robert Morgan: Agency consolidation looms as holding groups retool for e-commerce

"Absolutely not. We won't do it that way. Putting it all into the one sausage machine isn't the answer," says Robert Morgan on WPP's centralised production unit

By Paul McIntyre - Executive Editor

6min read

Significant consolidation is likely in the coming months as agency groups adapt to the post-COVID environment and scramble to integrate greater data and e-commerce capabilities into more traditional shops while cutting costs, says Clemenger BBDO Executive Chairman chair Robert Morgan. But Clemenger "will absolutely not" replicate WPP's centralised production model.

Go deeper 6min read

News Analysis

By Josh McDonnell - Senior Writer

Analysing this week's latest industry news

Telco challenger brand Amaysim's CMO: 'We'll remain led by marketing, not COVID'

"No frills" telco Amaysim and its CMO Renee Garner are remaining committed to its always-on brand building strategy, despite the trend to pull and push advertising in the wake of the COVID-19...

'Do our cost base and clients a favour': Why COVID-19 is accelerating WPP's campus model under Jens Monsees

With 96% of his people currently working from home, WPP AUNZ boss Jens Monsees is turning his attention to accelerating the group's transformation strategy and campus model. While industry signals a desire...

Media planning: Haydon Bray's Audience Precision touts return of panel data, contextual targeting as cookies crumble

Audience Precision CEO, Haydon Bray, says media planning and buying is due a shakeup. With third party cookies on the way out, and privacy regulation turning the screw on current business...

Optus CMO Melissa Hopkins: data overload has created 'incredibly lazy' marketers, wayward tactics

Optus CMO Melissa Hopkins says digital advertising and the way brands have collected and used data has forced marketers to become "incredibly lazy". She says the recent "spamming and spraying" by companies...

Intelligence Briefs

Listen up: What a 29-year-old agency strategist thinks of the new millennial mind

Industry Contributor

Caitlin Lloyd, Head of Strategy - Tribal

My Takeout: I set off to university the year the global financial crisis hit in 2008 with dire warnings of widespread job insecurity, rising house prices and unmanageable debt levels ringing in...

What comes next for consumers and the mood? Here's what past pandemics tell us

Industry Contributor

Ben Willee, General Manager - Spinach Advertising

My Takeout: While the CV-19 curve may have flattened, the return to life as we once knew it will be slow and controlled. It’s likely that some states will see restrictions lifted...

Brands and agencies - it’s not the time to go quiet

Industry Contributor

Sean McCaull, Head of Sales - Revolution360

My Takeout: In times such as these, the shocking unfamiliarity naturally makes you pull all of your chips closer, not knowing what’s next. With losses being felt all around many are unwilling...

Marketers: What next? It’s a global question

Industry Contributor

Kim Portrate, CEO - ThinkTV

My Takeout: No doubt you’ve had a tough couple of weeks trying to navigate a constantly shifting consumer landscape. With restrictions changing every day and consumer spending habits altering in tandem, it’s...

THE PULSE

Cookie split: Is the impending cookie apocalypse a real concern or an overreaction? 38% of Mi3 readers say no - the fallout will be big, while another 38% expect a change but no meltdown. View it or do it now.

Let's go. Next Pulse.

Market Voice

Less price promotion and product-focused ads doing better in COVID; public wants to hear from brands

Orlando Wood is the author of the ground-breaking 2019 advertising bestseller, Lemon, and chief innovation officer at advertising research firm System1. Wood says even as consumers shift from fear to sadness and anger, System1’s global consumer tracking studies show they’re ok with ads during COVID-19. But what ads are working?

Go deeper 10min read

Orlando Wood

Chief Innovation Officer, System1 Group

18 May 2020 10min read

Less price promotion and product-focused ads doing better in COVID; public wants to hear from brands

Go deeper 10min read

By Orlando Wood - Chief Innovation Officer, System1 Group

MI3 VIDEO

AANA presents Reset Now - The Leadership Series. In partnership with Mi3 and Nine

CMO Leadership Series: Ex-Grindr, Netflix marketer Peter Sloterdyk on making Koala a global brand

Taking Australian furniture and lifestyle direct-to-consumer start-up Koala global is former Netflix and Grindr CMO, Peter Sloterdyk. He's stuck in California but the international brand expansion continues. Here's how Sloterdyk is managing his dual remit in tech and marketing and why brand building is mission critical through COVID-19.

Watch Now 24:00 mins

The National agenda

What's influencing business, politics & society this week

Stores cash in on home spending splurge

Federal Government to pledge $20 million for men’s mental health and suicide prevention care and treatment

'Not a playbook we have seen before': Market rebound leaves investors scratching their heads

Queensland tourism industry fears winter lockout

Feed announcements

'An egregious betrayal of trust': Comms Council calls out clients using COVID to extend payment terms

2min read

Nine completes sale of NZ news media business Stuff through management buyout

1min read

Carat's 'Couch-ella' set to become a yearly occuring, as industry events continue to go digital

1min read

Dell, eBay and Mitsubishi back Network 10's unified app strategy

2min read

Google's 2022 cookie apocalypse: Why it will hit first party data, hyper-targeting and a solution from Westpac's former digital media and tech boss

By Paul McIntyre - Executive Editor

10 May 2020 7min read

By Paul McIntyre - Executive Editor

10 May 2020 7min read

Deep Dive

Nestle: E-commerce a permanent post-COVID consumer shift but 'patience' needed as supply chain, communications adapt

By Paul McIntyre - Executive Editor

9 May 2020 5min read

By Paul McIntyre - Executive Editor

9 May 2020 5min read

Deep Dive

AANA, Nine and Mi3 partner in Reset Now thought leadership video series with leading CMOs, CEOs

By Paul McIntyre - Executive Editor

6 May 2020 3min read

By Paul McIntyre - Executive Editor

6 May 2020 3min read

Deep Dive

Wasteland of tech tools: Gartner says 80% of marketers will ditch personalisation by 2025. Citi, WPP say 'no chance’

By Paul McIntyre - Executive Editor

4 May 2020 6min read

By Paul McIntyre - Executive Editor

4 May 2020 6min read

Deep Dive

Market "completely missed" COVID-19 radio surge, now in catchup says Omnicom’s Jo Dick, SCA’s Brian Gallagher

By Paul McIntyre - Executive Editor

27 April 2020 4min read

By Paul McIntyre - Executive Editor

27 April 2020 4min read

Deep Dive

Getting personal: 'Can't wait to get back to office' - emerging agency leaders trade views with senior execs on emotional stress, mental health pressures, workplace change

By Paul McIntyre - Executive Editor

27 April 2020 4min read

By Paul McIntyre - Executive Editor

27 April 2020 4min read

Deep Dive

The Sydney Morning Herald, Nine News editors talk COVID ad blacklists and a swing to non-COVID content with Carat CEO Sue Squillace, Michael Stephenson

By Paul - McIntyre

20 April 2020 4min read

By Paul - McIntyre

20 April 2020 4min read

Deep Dive

Hipages CCO Stuart Tucker flips from brand to performance marketing; Ex-Diageo innovation head Adam Ballesty eyes end to COVID booze boom

By Paul McIntyre - Executive Editor

15 April 2020 4min read

By Paul McIntyre - Executive Editor

15 April 2020 4min read

Deep Dive

Updated: Coles CMO Lisa Ronson on media mix, the return of TV, newsmedia and splitting marketing for post-COVID

By Paul McIntyre - Executive Editor

13 April 2020 6min read

By Paul McIntyre - Executive Editor

13 April 2020 6min read

Deep Dive

'Tone deaf' brand fears hold back spend as COVID news ad blacklist debate intensifies

By Paul McIntyre - Executive Editor

6 April 2020 4min read

By Paul McIntyre - Executive Editor

6 April 2020 4min read

Your Intelligence Briefs

Most Popular

Redundancy: How to come up smelling of roses on someone else's dime

Industry Contributor

Henny Darvall, Commercial Director - Cartelux

My Takeout: A couple of months ago my boss called me to tell me that his role was being made redundant after seven great years with the company. As we chatted I...

The one metric we need to focus on

Industry Contributor

Aimee Buchanan, CEO - OMD Australia

My Takeout: The topic of measurement brings to mind a quote I once read, it states one of the biggest mistakes made by marketers, and agencies, is to “value most highly that...

MFA EX: Why an Ikon agency exec deleted her Facebook app and why it matters

Industry Contributor

Sarah Tucker, Head of Marketing and Communications - Foxtel Media

My Takeout: It’s harsh, but let’s face it: consumers are lazy about protecting their own data. So the big question is, why should marketers care? A few years ago, when GDPR was...

Flexible working: do it for a broader talent pool

Industry Contributor

Lisa Squillace - National Sales Director, Network 10

My Takeout: I imagine many of you would love a 9am to 3.30pm workday, but in reality, you're wondering how it could actually work. Especially with an increasing volume of email coming...

The personalisation and privacy paradox - a $180bn problem

Industry Contributor

Jo Gaines, AVP Salesforce Data & Audiences - Salesforce

My Takeout: There’s a growing gap between how brands use data to fuel their customer experiences and what consumers expect. Consumers demand that brands both protect and respect their data and use...

Cookie split: Is the impending cookie apocalypse a real concern or an overreaction? 38% of Mi3 readers say no - the fallout will be big, while another 38% expect a change but no meltdown. View it or do it now.

Most Popular

Listen up: What a 29-year-old agency strategist thinks of the new millennial mind

What comes next for consumers and the mood? Here's what past pandemics tell us

Brands and agencies - it’s not the time to go quiet

Marketers: What next? It’s a global question

Telco challenger brand Amaysim's CMO: 'We'll remain led by marketing, not COVID'

'Do our cost base and clients a favour': Why COVID-19 is accelerating WPP's campus model under Jens Monsees

Media planning: Haydon Bray's Audience Precision touts return of panel data, contextual targeting as cookies crumble

Optus CMO Melissa Hopkins: data overload has created 'incredibly lazy' marketers, wayward tactics

Pillow talk: Why ex-Grindr, Netflix CMO is wooing traditional media for growth as Koala’s new global marketer

Clemenger BBDO chair Robert Morgan: Agency consolidation looms as holding groups retool for e-commerce

55% of advertisers have paused as consumers say they’re happy for brands to talk