Market Voice

Featured this week

Market Voice 24 Mar 2025 - 4 min read

Business transformation, tech debt, strategic misalignment and short-term priorities: What’s stopping marketers from lifting digital experience excellence and how they build their case for efficiency and effectiveness

By Sitecore and Mi3 | Partner Content

No marketer doubts the importance of improving digital experiences in a way that’s both effective and efficient for their organisation. But a relentless focus on profitable growth and short-term ROI driving many business decisions right now, coupled with disconnected tech

Market Voice 24 Mar 2025 - 3 min read

The big screen’s super-power: How Cinema is winning Gen Z’s hearts and minds

By Meheer Thakare - Director, Media Insights, Kantar & Paul Butler - Group Insights and Analytics Director, Val Morgan | Partner Content

Gen Z has had marketers scratching their heads for a while now. This influential generation, born into a world overflowing with digital content and advertising fatigue, has grown adept at filtering out anything less than genuinely engaging. New analysis from

Market Voice 10 Mar 2025 - 3 min read

Creative: the make-or-break factor in Out-of-Home advertising

By Abigail Holmes - Head of Client Strategy & Campaign Solutions, JCDecaux | Partner Content

You have two seconds to grab attention, so don’t be dull, keep messaging simple, brand up top, and make people feel good. JCDecaux’s Abigail Holmes on how to double the commercial effect of Out-of-Home ads in seven words – or

Market Voice Library

Market Voice 17 Feb 2025 - 4 min read

Why your B2B marketing might be misfiring: Too few channels, mid-funnel misalignment, frequency fails and off-target lead gen

By Sascha Bonomally - General Manager of Growth Operations, Atomic 212° | Partner Content

There are some key reasons why B2B campaigns are under-delivering. Atomic 212° Growth Operations GM, Sascha Bonomally, unpacks five that could be the difference between growth and stagnation – and some easy fixes.

Market Voice 10 Feb 2025 - 4 min read

Money on the table: 50 top marketers on where owned media goes next

By Jonathan Hopkins & Angus Frazer - Founding Partners, Sonder | Partner Content

Blue chip brands are moving to monetise owned media with fresh data from 50 senior marketers across 40 companies signaling a significant shift from planning to commercial action over the next 12 months. But the data also highlights gaps and

Market Voice 3 Feb 2025 - 3 min read

Unexpectedly diverse professionally and personally: Why it’s high time you took another look at Australia’s regional consumers

By Boomtown | Partner Content

Drag queens, medical doctors, marketing professionals, financiers – Australia’s regional residents are as professionally diverse as metro consumers, younger than ever, and present a lucrative growth opportunity for brands and agencies willing to rethink their marketing and media investments. Here

Market Voice 3 Feb 2025 - 2 min read

Rediscovering what trusted media really means for your brand

By Jessica Gilby - National Head of Retail & Digital Growth, News Corp Australia | Partner Content

The future of media is not just about where consumers go – it’s about what they find when they get there. Social media policy developments suggest misinformation may now spread more rapidly. That’s bad news for brands and consumers, says

Market Voice 9 Dec 2024 - 3 min read

How Australia’s fastest growing beauty brand won over BIG W customers with retail media

By Shelley Sullivan - CEO, MCoBeauty | Partner Content

Luxe for less beauty brand MCoBeauty is tapping retail media to help underpin its rapid growth. A partnership with BIG W and Cartology for its latest Candyshop campaign delivered 157,000 new customers and a 286 per cent sales lift, with

Market Voice 9 Dec 2024 - 3 min read

Michael Hill CMO Jo Feeney plots MMM-powered ‘performance review’ on media effectiveness and ROI – owned channels, loyalty program next

By Mutinex | Partner Content

Jo Feeney swapped the CMO role at McDonald’s for jeweller Michael Hill in 2021. Since then she’s grown the loyalty program 4x. Now she wants to prove its ROI versus paid media – which is where Mutinex’s market mix modelling

Market Voice 9 Dec 2024 - 3 min read

The road to premium digital video-first advertising: How to get there in three steps

By Mark Frain - CEO, Foxtel Media | Partner Content

Foxtel Media has flipped the TV model – and growth is powering. How did it get there? Three key factors, says CEO Mark Frain. Ditch legacy relationships and metrics; forge new partnerships with sharper insights, data and the agility to

Market Voice 2 Dec 2024 - 3 min read

MMM and data that proves growth vs. common sense and optimising to remarkable outcomes over risk reduction

By Nine | Partner Content

Mutinex co-founder Henry Innis and transformation consultant Tom Goodwin go head to head on “dirty” data, market mix modelling, channel planning and optimising to backside covering, versus relying on common sense, customer insight, context and risk taking to drive growth.

Market Voice 2 Dec 2024 - 3 min read

‘We just go straight to asking the question’: Optus on how generative AI is reinventing market mix modelling

By Mutinex | Partner Content

Optus customer marketing boss Cam Luby has already notched growth gains from market mix modelling (MMM) via Mutinex. But working out a) what the data is telling you and b) what to do about it creates more work. Which is