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The Deep Dive

WTF? Brands begin outsourcing their agency in-housing

IAG's Zara Curtis: "We landed on an in-house-outsourced model purely because we felt we couldn't attract and keep talent."

By Paul McIntyre - Executive Editor

14 October 2019 5min read

IAG's director of content & customer engagement, Zara Curtis, says even a big insurer can't go it alone on in-housing. It's a trend Justin Ricketts, CEO of WPP's Hogarth, says is biting across the market. The same goes for programmatic media, says Tumbleturn Media's Jen Davidson - although CX Lavender chairman, Will Lavender, says in-housing is now 60 per cent of his firm's business. Here's the outsourced, in-housing debate unpacked for 2019.

Go deeper 5min read

The Deep Dive

Australian ad fraud up 66% as GDPR pushes criminal syndicates, bot herders beyond EU

By Paul McIntyre - Executive Editor

14 October 2019 5min read

The EU's GDPR legislation has driven a surge in advertising fraud levels in Australia and other less-regulated markets this year as criminal syndicates build out sophisticated cookie profiles to extract higher advertising yields in programmatic exchanges. Ad fraud, or 'sophisticated invalid traffic' as it is now called, is sucking an estimated $100m-plus from advertisers and publishers locally.

Go deeper 5min read

Your Intelligence Briefs

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...

14 October 2019

Focus on the bigger picture or your brand is sunk

Industry Contributor

Brett Dawson, CEO
Bohemia

My Takeout: We’ve come a long way from 1912 and the tragedy of the Titanic but are we still making the same mistakes as the crew behind the ill-fated ship? Dave Trott...

14 October 2019

Why a huge telco is returning to the high street as other brands flee

Industry Contributor

Lesley Edwards, CEO
Ikon Communications

My Takeout: So why is a heritage telco brand, whose infrastructure underpins the digital age, returning to the high street when many retailers are fleeing bricks and mortar? Here are my theories:...

14 October 2019

CMOs need a universal long-term growth metric

Industry Contributor

Angela Smith, Co-Creator and Chief Strategy Officer
AFFINITY

My Takeout: If this study reflects a wider reality, is it any wonder that the rhetoric of short-termism is reaching deafening levels? The study doesn’t provide answers as to why convincing the...

14 October 2019

Biometric data hacking: A warning for brands and consumers

Industry Contributor

Teresa Davis, Associate Professor, Marketing
University of Sydney Business School

My Takeout: Murgia presents several cautionary tales about the danger of storing biometric data that are rather chilling. For example, Ogilvy & Mather in Hong Kong in 2015 ran an anti-littering campaign,...

14 October 2019

Soft skills are key to success: They should be called 'power skills'

Industry Contributor

Ana Bacic, Former Head of Marketing
Seven Network

My Takeout: Is it just young adults that require soft skill training to succeed within media and marketing, or do we need to address it formally across the workforce? And are we...

14 October 2019

THE PULSE

Counter-intelligence: Mi3 readers are split on whether systemic change is coming for social media ad engagement models after a former CIA officer and global head of elections integrity at Facebook warned it was creating societal addiction and friction. 42% say significant change is coming but another 41% say it’s not a huge concern. View it or do it now.

Let's go. Next Pulse.

Market Voice

14 October 2019 3min read

Network 10: Content cycle needs to stay fresh - here’s why

On the heels of last week’s Network 10 Upfronts, CEO Paul Anderson and Chief Content Officer Beverley McGarvey lay down seven themes that should guide marketers TV and video strategies for 2020.

Go deeper 3min read

Network Ten

14 October 2019 3min read

How Netflix goes all-in on an unmutable, unblockable media channel for Stranger Things and Lost in Space

The world is full of advertising formats that can be muted, turned off or blocked, which is why the best tech businesses on the planet are using Out of Home. Think Apple, Google, Netflix and so-on. They’re using Out of Home screens as more than just messages, they’re experiences with big, bold, unmissable campaigns that are memorable for audiences.

Go deeper 3min read

Marcus Foley, Co-Founder

Tommy

The National agenda

What's influencing business, politics & society this week

Social media impacts youth mental health

Takeout: As the first generation growing up with social media, today’s young people really are the guinea pigs for whether...

14 October 2019

Consumer confidence lowest in four years after RBA cut

Takeout: Despite the best attempts of the RBA and the federal government, Australian consumers are pessimistic about the...

14 October 2019

Company directors need “entrepreneurial spirit”, fast decision-making

Takeout: Some experts argue that one of the key problems facing directors of public companies is that they don’t...

14 October 2019

Australian men consuming less alcohol, less meat

Takeout: The stereotypes of Australian men are being challenges as health and wellbeing become increasingly widespread...

14 October 2019

Feed announcements

How Australians are shopping online - and what motivates them

14 October 2019 3min read

Pacific appoints Elissa Ratliff to spearhead audio push

14 October 2019 2min read

Bauer Media renews Elle Australia contract after strong numbers

14 October 2019 2min read

VOZ: Everything you need to know

14 October 2019 2min read

EX CIA, Facebook elections integrity head warns industry on social media advertising models

By Paul McIntyre - Executive Editor

7 October 2019 5min read

By Paul McIntyre - Executive Editor

7 October 2019 5min read

The Deep Dive

Hamish McLennan: Private equity and consultants circling comms holding companies

By Paul McIntyre - Executive Editor

7 October 2019 5min read

By Paul McIntyre - Executive Editor

7 October 2019 5min read

Leader

ADMA falls to Computer Society - is the brutal consolidation hitting markets coming for industry bodies and talent?

By Paul McIntyre - Executive Editor

30 September 2019 4min read

By Paul McIntyre - Executive Editor

30 September 2019 4min read

Opinion

"Chaos, complex, anxious and overwhelming": John Sintras in New York for AdWeek

By John Sintras - CEO, Yango

30 September 2019 6min read

By John Sintras - CEO, Yango

30 September 2019 6min read

The Deep Dive

Indy agency bosses: We're eating the consultants' lunch as well as the holding groups'

By Paul McIntyre - Executive Editor

29 September 2019 5min read

By Paul McIntyre - Executive Editor

29 September 2019 5min read

Leader

PwC's Russel Howcroft, ABC nail Mojo documentary. Now to the Creativity Commission to save the future

By Paul McIntyre - Executive Editor

23 September 2019 6min read

By Paul McIntyre - Executive Editor

23 September 2019 6min read

The Deep Dive

CMOs are in trouble - some lazy, some stuck. But there's hope, says the Institute for Real Growth

By Paul McIntyre - Executive Editor

23 September 2019 8min read

By Paul McIntyre - Executive Editor

23 September 2019 8min read

Opinion

SMI ad market growth grim as '08 GFC - we need a plan.

By Neil Shoebridge - Partner - SKMG

23 September 2019 5min read

By Neil Shoebridge - Partner - SKMG

23 September 2019 5min read

The Deep Dive

Has oOh! Media just fractured the OOH sector or set a new benchmark for the world?

By Paul McIntyre - Executive Editor

16 September 2019 4min read

By Paul McIntyre - Executive Editor

16 September 2019 4min read

Leader

Jack Singleton on talk radio as a 'circus', Alan Jones' advertiser boycotts, Singo exiting media and building his flowers empire

By Paul McIntyre - Executive Editor

15 September 2019 6min read

By Paul McIntyre - Executive Editor

15 September 2019 6min 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...

7 October 2019

The world’s changed and we need to get with the program

Industry Contributor

Willie Pang, CEO
MediaCom

My Takeout: We’re obsessed with “the model”. Is it broken? Is it not broken? To tackle this question, I look at who’s winning and why. The professor poses the question (in his...

7 October 2019

The CMO of the future is the CDO, CGO, CCO all in one

Industry Contributor

Ana Bacic, Former Head of Marketing
Seven Network

My Takeout: This shouldn’t be a debate. We marketers just need to step up and be noticed. The success statistics of CGOs speak for themselves, but why isn’t this drive coming from...

7 October 2019

Riddle me this, Netflix: Why partner with BARB if not for ads?

Industry Contributor

Ben Willee, General Manager
Spinach Advertising

My Takeout: Netflix insists it will continue to eschew ads for subscription dollars. But the competitive landscape is changing fast. Subscription Video on Demand (SVOD) which includes Netflix, Stan, Amazon, 10 All...

7 October 2019

It’s not colouring in, it’s a craft

Industry Contributor

Nickie Scriven, CEO
Zenith Media

My Takeout: Binet and Field - and Mark Ritson - always deliver insight and value. But I'd argue chief marketers' troubles lie in the structural make-up of boards. With an impressive line-up...

7 October 2019