Mi3 Audio Edition
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Mi3 Audio Edition
A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marke...
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AI mental availability rules: serve bots and humans in single hit; collapse corporate affairs, comms, marketing, CX silos; kill slop – Chemist Warehouse nails it
57 per cent of all web traffic is automated and climbing as AI upends search, discovery and commerce. Marketers are watching page views tank – down 20...
Beyond the Tornado: Agentic AI's first year unpacked with lessons learned, governance wins, workflow traps, agent drift and why the organisations moving fastest are the ones that moved most carefully
Host: Andrew Birmingham - Editor - CX | Martech | Ecom
A year after Mi3 Australia began its agentic AI research deep dive – dubbed Inside the To...
Retail Media Builds Bridges: Canada’s leading department store Holt Renfrew on how marketing and merch alignment powers growth in demand, CX and profit
Host: Paul McIntyre, Editor-At-Large
Not all retailers are victims of scale.
North America is pouring billions of dollars into retail medi...
Coles ‘Down Down’ blockbuster not dead yet says brainchild Ted Horton after ACCC wins lawsuit over ‘deceptive’ price spikes - but agency economics breaking, attention metrics ‘pseudo science’, ad awards still warp industry
Host: Paul McIntyre, Editor-At-Large
For the shopping public, Coles’ ‘Down Down’ has stuck like super glue for more than a decade – while loath...
CMO Awards Podcast Episode 14: The cheeky challengers: CMO winners from amaysim, Australian Pork, Mountain Culture Beer Co on breaking the marketing and creative mould
Host: Nadia Cameron, Publisher | Editor – Marketing
They all work for cheeky challenger brands in their respective categories, they’re not afrai...
CMO Awards Podcast Episode 13: Combatting the belief marketing is a discretionary spend
Host: Nadia Cameron, Publisher | Editor – Marketing
The Iconic CMO, Joanna Robinson, describes commercial marketers as “customer obsessed, comme...
‘Age of the erratic’: How KFC’s Vanessa Rowed and Lyka’s Cam Luby are using MMM to navigate extreme volatility, bury dud products and replace them with better, faster
Host: Paul McIntyre, Editor-At-Large
In the last 20 years, KFC CMO Vanessa Rowed has worked across retail, banking, and QSR. Right now, compound...
The CMO Awards Podcast Episode 12: Compounding benefits – playing the long game in brand and campaign strategy
Host: Nadia Cameron, Publisher | Editor – Marketing
Numbers are increasingly stacking up that sticking to your brand narrative and creative plat...
The CMO Awards Podcast Episode 11: Selling the unreliable: How to build belief in bold marketing
Host: Nadia Cameron, Publisher | Editor – Marketing
Patience of a saint, ‘glass half full’ mentality and commercially persuasive: These may not...
‘Why hammer an LLM’: Pega’s Jonathan Tanner warns on AI hype; banks pivot to rules, context and real-time decisioning as CX, fraud prevention, and lifetime value collide
Host: Andrew Birmingham, Editor - CX | Martech | Ecom
Banks, telcos, and insurers are rethinking how they engage customers, shifting away from m...
Family back as the new black: World chaos, kids’ killer schedules and personal screen rabbit holes trigger cross-generation co-viewing surge to fastest-growing audience segment for 2026
Host: Paul McIntyre, Editor-At-Large
Ryan Gosling is not a goose - at least on which feature films to front. His new movie, Project Hail Mary, f...
The CMO Awards Podcast Episode 10: Recasting marketing teams and capabilities in an AI world
Host: Nadia Cameron, Publisher | Editor – Marketing
CMOs have always sought to build best-practice marketing teams – it’s one of the first thing...
Biggest consumer trust, sentiment shift since Covid; Gen Z leads as AI, deep fake content sows doubt – brand safety tools block swing to safer sources
Host: Paul McIntyre, Editor-At-Large
AI’s impact is rapidly eroding public trust in content, including the vast volumes originated by brands.
Australia’s $6bn dull media tax: Quest for the Cost Per Meaningless Thousand, cheap reach sees brands sacrificing attention and impact, culminating in a 12X efficiency gap, finds Dr Karen Nelson-Field
Host: Nadia Cameron, Publisher | Editor – Marketing
Last year, one of the world’s leading minds on attention, Amplified founder Dr Karen Nelson-...
‘All about rich reach’: ex-McDonald’s, Nike, Myer, Virgin, Rip Curl marketer builds owned media powerhouse at St Kilda’s with ‘mind blowing engagement’; Huge Chery auto gains prove it works
Host: Paul McIntyre, Editor-At-Large
95 per cent of St Kilda Football Club’s marketing budget goes into its owned assets. Chief Customer and Com...
Omnicom Oceania chief Nick Garrett rejigs 100 brands, ditches old holdco media-creative model for CMO, CCO growth focus, takes on consultants with new upstream unit, reshapes 1000 staffers as specialist group-wide ‘T-shape leaders’, lobs Publics over Accenture Song as biggest competitive threat
Host: Paul McIntyre, Editor-At-Large
Merging two massive holdco structures after the global Omnicom-IPG merger and culling 100 brands is not for...
The rise of live shopping: eBay taps fandom, collectibles obsessions, and the consumer’s penchant for entertainment-laden commerce with debut of eBay Live in Australia as global spending looks set to hit $2bn by 2030.
Host: Nadia Cameron, Publisher | Editor – Marketing
Live shopping, a blend of live video, real-time interaction and in-stream checkouts, is beco...
The CMO Awards Podcast Episode 9: Fountains of knowledge: CMOs on the power of mid-profession learning
Host: Nadia Cameron, Publisher | Editor – Marketing
For Expedia Group country director and marketing activation lead, Philippa Durant, completin...
‘Inherently reckless’: Retailers’ inflated ‘owned media’ asset values are ‘wreaking havoc’; telcos, finance the biggest laggards in first global report on $573bn owned media sector
Host: Paul McIntyre, Editor-At-Large
Despite a multi-year boom, there’s an abundance of retail executive teams around the world disappointed wit...
Why CommBank CMO Jo Boundy thinks brand content is a full funnel ‘silver bullet’ as consumption jumps 11%; News Australia report says ‘content ecosystems’ morphing to ‘brand worlds’
Host: Paul McIntyre, Editor-At-Large
When Jo Boundy greenlighted the second series of CommBank's financial wellbeing series The Brighter Side on...
Gary Vee is doing Superbowl ads for Kellogg’s next week – here’s why he won’t buy more TV, what he thinks of the Brits, Ritson, classic marketing and attention metrics … and when social media’s time is up
Host: Paul McIntyre, Editor-At-Large
Gary ‘Vee’ Vaynerchuk says his pithy pro-social media views to circa 50 million followers are far mo...
Redundancy repercussions: How marketing and media execs Liana Dubois, Katie Dally, Josh Slighting and Amy de Groot navigated the five stages of grief after job loss – then tapped lateral, imaginative thinking to make their next career choices
Redundancy is rife across the marketing and agency ecosystem right now. And whether you have an inkling your job could be on the line, as Liana Dubois...
Marketing Gold: How Australian Redcross Lifeblood used TV to deliver a 120% increase in appointments, and KitKat made Gen Z penetration sales gains by taking ‘Have a Break’ to gamers
Marketing effectiveness: How we all strive to achieve it. In today’s episode, two very distinctive takes on successful work, from the verticals and bu...
The rise of luxury retail media: Selfridges, Disney combine for unprecedented retail media Xmas campaign – as up-market department stores globally position for next growth wave from non-endemic brands
British luxury department store Selfridges has just launched a Christmas campaign co-created with Disney across almost the entire Selfridges portfolio...
Australian vs UK marketers on attention, measurement, reach and cost – and why Australia is pulling ahead on ad effectiveness over efficiency
Australian brand marketers and their UK counterparts came up with very different views on where they see their biggest challenges, according to a stud...
‘Video is rapidly coming down the pipe’: Michael Stephenson’s masterplan for ARN, what’s next, and a massive 12 months ahead
New ARN CEO, Michael Stephenson, has been unusually quiet for much of the year. After this week’s upfronts, we now know why. Stephenson has been rapid...
Atomic 212°, Bupa and Inclusively Made: How to flip the script on disability representation to create inclusive media for all Australians
Atomic 212°’s Chief Strategy Officer, Asier Carazo and Bupa's GM of Marketing, Naomi Driver once shared a common fear that permeates much of the indus...
Agencies, holdcos to become media owners, fin services with principal trading, retail media products; media owners merge and consolidate for cost-out, not transformation – Media ecologist Jack Myers calls the next three years
Six years ago, media ecologist Jack Myers called it right on the almost total automation of media buying. Now he says extending principal trading mode...
Dopamine hunters: Why 30 per cent of agency, media set are likely neurodivergent, how mobiles really hurt deep thinking and hot consumer segments overlooked
What happens when you get a neurodivergent, a dopamine dissident and a socio demographic myth buster riding the boundaries of the media and marketing...
Nine’s MMM trial early results: MAFS boosts trust for Westpac, Love Island Australia smashes Cointreau consideration, Kia prepares to move money – but ROI dangers lurk
Last October Nine corralled a posse of market mix model (MMM) providers, co-funding a program to prove what its assets could do in hard business terms...
Seventh Wave Rising: AI to slash SaaS pricing, collapse tech stacks, kill search as we know it - and why marketers should wait before locking in
Host: Andrew Birmingham - Editor - CX | Martech | Ecom
AI is reshaping the rules of business at breakneck speed - and likewise for marketing. Le...
‘Growing out’ of YouTube: 120,000 long-form TV, movie titles send ad-funded Tubi’s biggest audience – Gen Z and millennials – down retro rabbit holes and ‘vertical fandoms’ - News Australia completes “All Screens” masterplan
Just when you thought the bulging TV, BVOD, streaming and video sector had peaked with too many consumer and advertiser choices, along comes the no-su...
YouTube steaming to ad revenues of $50bn, recasts TV to creator economy as UK broadcasters claim ‘reach fail’, top 200 channels dominated by kids - and Peppa Pig
YouTube last week officially ousted the UK’s biggest commercial broadcaster ITV as the video platform now second only to the BBC in audience size, acc...
The CMO Awards Podcast Ep8: Building brand for demand: Michael Hill, Reflections Holidays, Allianz CMOs on the business case and foundations for a brand-first marketing strategy
Host: Nadia Cameron - Editor - Marketing | Associate Publisher
Brand evolution: It’s in the sights of every marketer, but how do you honour the...
‘700% outperformance’: Employment Hero and Salesforce bring B2C playbook to B2B, watch lead costs tumble, growth power – but diverge on in-housing vs agencies amid AI shift
Employment Hero and Salesforce are at opposite ends of the B2B spectrum. One’s a rapidly scaling $2bn platform, the other a $260bn behemoth. But both...
Top ten global martech analyst Scott Brinker says tech vendor consolidation has begun, agentic AI’s impact deep on marketers to master a complex, multi-agent future
Host: Andrew Birmingham, Editor - CX | Martech | Ecom
Mi3’s tech editor Andrew Birmingham is joined by global Martech doyenne and Chief Martec's...
‘People’s jobs will be changed’: Salesforce global CMO on how AI agents are the new digital labour force rapidly reshaping customer service, marketing and commerce; plus the ‘false precision’ of brand attribution
It’s less than a year since Salesforce launched autonomous AI agents into the wild. But the bots are already reshaping business functions. In the US,...
The CMO Awards Podcast Ep7: Winners and finalists part 2: Uber, Guzman y Gomez CMOs reveal what makes their distinct marketing approaches effective
Their remits and responsibilities seem poles apart, but Guzman y Gomez global CMO, Lara Thom, and Uber CMO APAC, Andy Morley share strikingly similar...
Super Cannes 25: Suncorp’s Brand, CX boss Mim Haysom on influencers; Why EY Parthenon says risk and creative works for c-suite and Tassal’s Matt Vince is thinking global
Cannes was heaving with influencers striking deals, but the message from top marketers, academics and consulting firms was consistent: Go back to fund...
The CMO Awards Podcast Ep6: Best Growth Initiative of the Year in focus: CMOs of Arnott’s Group, Flintfox share how they unlocked growth opportunities in the very different worlds of B2C and B2C
This year’s inaugural CMO Awards weren’t just a showcase of Australian marketing leaders doing an excellent job of marketing stewardship and effective...