The big four banks have been swapping agencies in recent months but Mindshare has retained NAB, one of the biggest spending Australian advertisers. The bank in July ended its longstanding relationship with Clemenger for Omnicom stablemate TBWA, but has opted to stay with Mindshare for media, adding media mix modelling and analytics to the agency's duties.
Last click attribution has been destructive to marketing, but filled a void, according to Pet Circle CMO Jon Wild. Nicole McInnes head marketer at WW, said some businesses were making "really bad business decisions" based on flawed metrics. But the tide is starting to turn as media mix modelling and econometric modelling tools get smarter and faster.