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Intelligence Briefs

CMO tenure is still heading south - is marketing losing its value and purpose?

Nikki Warburton, CMO

Industry Contributor

Nikki Warburton, CMO
Audi

My Takeout: It is a collective responsibility of the C-Suite to educate themselves on long term sustainable customer growth versus knee-jerk short-term reactions. Long term growth requires focus, clarity of strategy and...

19 August 2019

Mark Ritson's brutal takedown of CMOs only half right?

Sunita Gloster, Chief Customer Officer

Industry Contributor

Sunita Gloster, Chief Customer Officer
WPP

My Takeout: Mark Ritson is brutal and very much on brand. Of course he’s right. You'd be brave to suggest he wasn’t. But perhaps only half right? Consider whether the shrinking CMO...

19 August 2019

If paid search is a drug, social referral traffic could be worse

Lizzie Young, Managing Director - Commercial Partnerships

Industry Contributor

Lizzie Young, Managing Director - Commercial Partnerships
Nine Entertainment

My Takeout: We know Facebook have built a newsfeed, encouraged news organisations to put their content on the platform, changed their algorithm so that less traffic was seeing that content, realised they...

19 August 2019

Why Nike's annual subscription service for kids' shoes is an absolute cracker

Suzy Nicoletti - Managing Director

Industry Contributor

Suzy Nicoletti - Managing Director
Twitter

My Takeout: With a two and three year-old, I know first hand how much of a nightmare shoes shopping can be. Queues are lengthy, shops are crammed and the whole trip can...

19 August 2019

Ex-News Corp exec unveils an 'attention economy' holding company, plans shake-up of clickbait, vanity metrics

Professor Karen Nelson-Field

Industry Contributor

Professor Karen Nelson-Field
University of Adelaide, Centre For Amplified Intelligence

My Takeout: We have definitely moved from simply thinking about the attention economy to a place of action. And the industry is starting to feel optimistic again. Optimistic that incomparable, impure and...

19 August 2019

UK's biggest post-war ad campaign aside, there's a global Brexit fallout coming for marketing - Australia too

Nicola Lewis, Chief Investment Officer

Industry Contributor

Nicola Lewis, Chief Investment Officer
GroupM

My Takeout: I was recently on holiday in the UK when Boris Johnson became Prime Minister and noted a shift in the traditional greetings and small talk. It’s gone from quips about...

19 August 2019

I'm biased but the 'orgy of short-sightedness' is hurting marketing

Lou Barrett, Managing Director, National Sales

Industry Contributor

Lou Barrett, Managing Director, National Sales
News Corp Australia

My Takeout: The core argument that underpins a lot of the research undertaken by Field and Binet is simple: lured by the promise of fast results from digital media advertising, many companies...

19 August 2019

Marketer in-housing is an agency trust and capability issue, less about cost

Karen Halligan, Practice Lead – Media Value Advisory

Industry Contributor

Karen Halligan, Practice Lead – Media Value Advisory
KPMG

My Takeout: I strongly suspect that trust and control are the primary drivers of in-housing in Australia, with cost reduction expectations closely following. However, this is a complex and potentially time consuming...

19 August 2019

Changes in audio and video content consumption are 'mind blowing', there's more to come

Gai Le Roy, CEO

Industry Contributor

Gai Le Roy, CEO
IAB Australia

My Takeout: UK’s independent regulator for the communications services, Ofcom, has released its second annual Media Nations Report , which reviews key trends in the television, online video, radio and other audio...

19 August 2019

Excessive agency profits in current fee model are wildly wrong

Priya Patel, Managing Director

Industry Contributor

Priya Patel, Managing Director
DDB

My Takeout: Most agencies and clients would likely agree the current fee-based models are not optimal for accurately measuring an agency's contribution or matching clients’ needs to deliver increasing efficiencies. The fee-based...

19 August 2019