OMD CEO Aimee Buchanan says managing hybrid working arrangements – the 'new normal' – is far more nuanced than giving staff three days in, two days out of the office. She questions whether industry is equipped with the processes and programmes to cope beyond an exceptional pandemic year. Meanwhile, Pedestrian Group chief Matt Rowley says the young risk mortgaging their future by missing out on networks that will shape their careers. AFL Media GM, Sarah Wyse, The Hallway CEO Jules Hall offer contrasting views on the way forward, while The Brand Institute CEO and Culture Garden founder, Karl Treacher, says any firm that still fails to grasp the value of culture is effectively dead.
The chocolate confectionery category has experienced “extraordinary” growth rates over the last year and Mondelez brands, including Cadbury and Oreo, were among the big winners. Mondelez senior marketing director ANZ, Paul Chatfield, says topping the company’s sustained investment in brand building with a 17 per cent media investment boost has paid off.
Ad fraud is “the ultimate white collar crime” and is woefully underreported, according to NY-based digital marketer Augustine Fou, who thinks verification firms and industry associations are only picking up a fraction by focusing on narrow targets like invalid traffic but missing the true picture. With $200bn of programmatic spend in scammers' sites, Fou advises marketers to emulate the likes of P&G, Uber and Airbnb: Pause some digital campaigns and measure not “vanity metrics”, but the resulting business impacts – if any.
The Iconic's CMO Alexander Meyer says the e-commerce darling realised "it's not enough to harvest purchase intent based on signals from people. You actually have to develop audiences,” as it shapes-up for a post-cookie digital marketing blueprint. Tourism Australia is working on its own unified ID as it goes cookieless while ADMA's regulatory lead Sarla Fernando says it's cookies that have awakened marketers to a wave of regulatory threats that will have an even deeper impact than Google's looming cull. Here's the next tour de force on what marketing must ready for.
Advertiser interest in the attention economy is surging around the world and even Facebook is moving beyond its long-held position that two seconds or less of advertising exposure is enough to make a lasting impact on memory. New ad formats, in fact, are likely coming from Facebook designed to expand and keep user attention beyond a blip. An international beta trial of a new attention metric across channels and screen types from Australia's Professor Karen Nelson-Field has attracted hundreds of agency groups, media companies and advertisers around the world. Here's what happens now.
Marketers risk alienating 4.7 million high value customers by taking a traditional approach to customer segmentation, personalisation, targeting and customer experience. A panel of social scientists, marketers and ad agency bosses think that’s a recipe for failure – because the new economic order, or NEO customer type, is already powering a two-speed recovery.
The TV industry is facing another mammoth reset after countless delays to its measurement system VOZ and a quiet scrapping of its unified trading platform BuyTV. Network sales bosses have also just pulled the pin on a panel tomorrow outlining a new “TV23” blueprint at the Future of TV Advertising forum. Agencies, advertisers and industry execs are pondering whether TV can do what it needs to - together.
Facebook's nuclear moment made headlines around the world, as did Google's decision to strike deals with media companies. But paying for news is the thin end of the wedge. UM Chief Digital Officer, Joshua Lowcock, IAB CEO Gai Le Roy, Guardian Australia MD, Dan Stinton, MFA Deputy Chair Megan Brownlow and Omnicom Media Group Chief Investment Officer, Kristiaan Kroon discuss six ACCC proposals that will change digital advertising for good.
What qualities do top marketers seek in their teams, what do they look for when recruiting new talent and what advice would they give their younger selves? Westpac Chief Digital & Marketing Officer Martine Jager, Myer Chief Customer Officer Geoff Ikin, Tourism Australia CMO Susan Coghill and Coles Group CMO Lisa Ronson say be yourself, be courageous – and above all else, stay curious.
There's talk another wave of in-housing looms as brands seek post-Covid savings – and greater transparency – from digital media. Proponents argue efficiencies will bankroll better creative, funding agencies to do what they do best and leaving the grunt to in-house teams. Others are unconvinced that in-housing will solve the "content crisis".
We don’t talk enough about the work in Australia – and when we do, it tends to be negative. In this new Mi3 series The Work: CMOs Say, we ask marketers about the work they rate most highly. From ads to product, service and customer experience innovation – what does great work look like to them. Tourism Australia CMO, Susan Coghill kicks us off by rating her top ad three campaigns of 2020.
Film studios have "hardly bent over backwards" to help their 111-year old distribution partners during Covid, says Hoyts CEO Damian Keogh. But production bottlenecks mean a huge slate is set to drop for the next year or two - and the boot will be on the other foot. Hoyts is also countering the studios shift to streaming with local plans of its own. Meanwhile TEG is planning the mother of all comebacks for Australian live music and sport.