A Show Called Brandin'
Mi3 has teamed-up with LinkedIn and Dan Gregory, former Gruen Transfer panelist, ex-adman and co-founder with Kieran Flanagan of The Behaviour Report to launch a new [slightly irreverent] industry show galloping across brands in culture, creativity and commerce called A Show Called Brandin'. Think fast, funny and smart but it won't hurt your brain as we all stumble towards the summer break. The stellar cast includes founders from Net-A-Porter, Mr Wagyu and celebrity chef Manu Feildel and Chief Marketing and Customer Officers from Xero, The Commonwealth Bank, Volvo, Suncorp, Australia Post, IBM, Deloitte, IAG, Salesforce, Hipages and Simply Energy.
Top CMOs on how Bunnings, Woolies, Atlassian and Four Pillars Gin are saving the world
The fifth and final episode of A Show Called Brandin’ for 2020 sees marketers from CommBank, Xero and Simply Energy share the emotional connections and reignited passions for brands that got them through Covid. However, B2B marketers in Australia and New Zealand are twice as likely to use rational messaging than emotional - big mistake? Does advertising that appeals to the heart fill the funnel with new and out-market customers? Watch the show to find out.
Read More 36 mins
A Show Called Brandin': Marketers good at selling to customers, not for winning new ones
The fourth episode of A Show Called Brandin’ explores why marketers have got really good at selling to people who are already buying but less so at winning over new customers. Going narrow isn't really working, so brands seeking growth need to start working on tomorrow's customers now – and all that fuss over millennials is about to pay off big time.
Read More 32 mins
A Show Called Brandin' - balancing brand and performance, why marketers are fluffing ROI measurement and what not to ask in pitches
The third episode of A Show Called Brandin’ unpicks: why balancing brand spend versus activation is getting harder post-Covid; how marketers are flubbing ROI measurement; and why brands risk becoming blands. Net-A-Porter cofounder Megan Quinn, Spark Foundry CEO Imogen Hewitt, Deloitte CMO Rochelle Tognetti and Volvo CMO Julie Hutchinson balance wit and wisdom in roughly equal measure.
Read More 33 mins
A Show Called Brandin': Brent Smart, Jodie Sangster and Manu Feildel on brand fame, Aldi's middle aisle and the world's best and worst airlines
The second episode of A Show Called Brandin' dives into why brand fame burns pathways into our brains and shortcuts to the checkout. On the CMO Couch IAG's Brent Smart and IBM's Jodie Sangster work up a lather about their best - and worst - brands and experiences, while Australia's sauciest Frenchman, Manu Feildel, shares his recipe for success.
Read More 30min
Suncorp and Australia Post CMOs on the brands and media channels they rate
Welcome to a brand new five-part video series on brands in culture, creativity and culture that won't fry your brain. We talk to CMOs, celebrity chefs and shakedown Ted Talk's third most popular speaker of all time, Simon Sinek. In this edition CMOs from Suncorp and Australia Post, Mim Haysom and Amber Collins get personal as consumers, not marketers, and a futurist and a farmer talk "the new customer". Former ad man and Gruen panellist Dan Gregory and his Behaviour Report co-founder Kieran Flanagan take a fast and occasionally funny ride through Peter Field and Les Binet's famed work on marketing effectiveness and the five principles of brand management for B2B and B2C marketing.
Read More 33 mins
Mi3 Fourcast
Mi3 Fourcast, a four-part series supported by Nine, explores key themes marketers and the broader industry will need to keep a watch on for 2021.
Brands after Covid: Content marketers signal big, bold and emotional push for 2021 – while average must die
Tourism Australia is preparing to go extra large as soon as border restrictions ease, says content head Anita Godbeer. Internationally we may yet see Matesong return for a second hurrah, while TA is also rethinking TV in a bid to do something a bit different. Meanwhile it has culled content to double down on quality, a strategy IAG's Zara Curtis strongly advocates, and which has seen engagement rates soar 60% for the insurer. Nine content supremo Adrian Swift also has a word or two for brands aiming to tap pent up demand for travel shows - which are booming.
Read More 22:05 mins
McDonald’s Director of Marketing: creative trumps media in driving results; so why are so many brands getting it wrong?
What makes effective advertising? In the second of Mi3’s Fourcast 2021 series, McDonald’s Director of Marketing Jo Feeney, Saatchi & Saatchi CEO Anthony Gregorio, Brand Traction Director Jon Bradshaw and Nine Director of Effectiveness Jonathan Fox debate the good – Aldi - and the not so good, which in their opinion, includes Darrell Lea. Plus they discuss where brand marketers go for 2021. The Fourcast series is supported by Nine.
Read More 25:54 mins
As Coles shifts budget into 'people-based marketing', OMD says market will match Adobe, Nine's premium data play
"It's all about growth" says Coles CMO Lisa Ronson on a shift to people-based marketing and why the supermarket was the first to sign-up to Nine and Adobe's audience matching platform. OMD's National Chief Investment Officer, Melissa Hey, thinks it could be the start of a market-wide shift as brands test the effectiveness of premium versus social targeting at scale. Adobe MD, Suzanne Steele outlines the post-Covid winners and losers and the urgent need to drive more customers through newly built "digital front doors". All of which is music to the ears of Michael Stephenson, Chief Sales Officer at Nine.
Read More 19:49 mins
AANA Reset Now
CMOs and chief executives at leading bluechip and challenger brands join a nine-part video series on leadership and navigating the new world. A tier one line-up of marketers have joined an initiative between the AANA, Nine and Mi3 to share their learnings and evolving strategies for managing through and post-COVID and how deep consumer mindsets and behaviour may shift.
Can the NRL retain next gen fans with shorter form content, fill stadiums post-COVID?
While semi pro rugby union games in Sydney's Eastern suburbs appear to have no problems packing in the fans, the NRL harbours valid concerns that people may think twice about flocking to stadia in the coming weeks. It will cut its budgets accordingly, says head of marketing Peter Jarmain. Only those that can prove they move the needle will get a slice. Meanwhile, it faces a new challenge in attracting the next generation of fans - who prefer skimming highlights to watching a full 80 minutes.
Read More 20:00 mins
Fire, plague, travel marketing and China: Tourism Australia CMO Susan Coghill’s $61bn plan
Fire, pestilence and who knows what to follow, it’s not been a great year for travel and tourism. But Tourism Australia CMO Susan Coghill has a plan to rebalance overreliance on China, to prime the UK and Europe to visit when borders reopen, and to keep the airlines from going bust in the meantime, all while getting Australia, and maybe New Zealand, to venture forth and spend.
Read More 20:00 mins
Behaviour changed: Coles CMO Lisa Ronson says shopping habits won't be back to normal anytime soon
Coles CMO Lisa Ronson says both shoppers and retailers had started to emerge from lockdown behaviour in the last few weeks. Then Victoria's flare-up saw Australians once again stampede for toilet paper and the safety of the dunny. Ronson thinks the behaviour changes brought about by Covid-19 will last for quite some time yet - and not just for retail.
Read More 17:00 mins
How ANZ's top marketer is planning for recovery - and distinctiveness
ANZ’s new head of brand strategy and marketing, Kjetil Undhjem, has never worked in banking before (think chocolate and oil). He wanted different and "I sure as hell got it," he says, after joining ANZ in January just as the global economy took the biggest hit in living memory. The FMCG veteran thinks there is an opportunity to reshape products and services and reset the banking category.
Read More 18:45 mins
Telstra CMO: Business and government must walk the talk so Australia emerges stronger
“Economic patriotism” is what Australia needs from its corporates right now, says the CMO at Telstra, Jeremy Nicholas. Telstra maintained all its sponsorships across sport, the arts and communities despite no activity through COVID-19. Leadership from business and government, says Nicholas, is required to ensure positive coronavirus behaviour changes become permanent - and that Australia emerges stronger from the crisis. Warm words won't cut it.
Read More 21:30 mins
Ex-McDonald's CMO Jenni Dill shares the secret sauce for Covid-19 survival
Too many brands are displaying herd mentality during the Covid-19 crisis, reckons ex-McDonald’s CMO Jenni Dill. To emerge stronger post-coronavirus, she says both brands and marketers must raise their game. Marketers that can dig in, help their brands navigate massive disruption and demonstrate in hard, commercial terms how marketing is delivering growth will earn their stripes. Watch the video interview here.
Read More 15:00 mins
Kia's top marketer on fixing 'brand snobbery', record marketshare and accelerating out of COVID with brand investment
Kia has been eating up the road on competitors for five years running. Top marketer Dean Norbiato says it's because the leadership backs brand. While Covid-19 has crashed the car market, dealers are reporting renewed interest as people take less public transport and retreat to the safety of their cars. Norbiato believes the autos that cut through the 'sea of sameness' can turn a negative into a positive result.
Read More 23:00 mins
CMO Leadership Series: Ex-Grindr, Netflix marketer Peter Sloterdyk on making Koala a global brand
Taking Australian furniture and lifestyle direct-to-consumer start-up Koala global is former Netflix and Grindr CMO, Peter Sloterdyk. He's stuck in California but the international brand expansion continues. Here's how Sloterdyk is managing his dual remit in tech and marketing and why brand building is mission critical through COVID-19.
Read More 24:00 mins
CMO Leadership Series: Nestle Oceania director for eBusiness, Strategy & Marketing Martin Brown
CMOs and chief executives at leading bluechip and challenger brands join a video series on leadership and navigating the new world. This week Martin Brown points to e-commerce as the fast-tracked disrupter for Australian marketers post-COVID. Next week former Grindr CMO and Netflix head of Original Series Marketing, Peter Sloterdyk, unpacks his plans as the new global CMO for hot Australian direct-to-consumer start-up, Koala, which is expanding globally through COVID-19.
Read More 27:00 mins