Co-founder of The Monkeys and current lead of Accenture Song ANZ after its $63m acquisition of the creative agency, Mark Green, is heading to New York to run Droga5, Accenture Song’s global creative brand founded by Green’s former colleague at Saatchi & Saatchi, David Droga. Today’s announcement of Green’s move coincides with The Monkey’s brand being mothballed for the global creative unit, Droga5, and comes days before Green’s hire of top Initiative media execs start at Accenture Song to build a media buying and planning operation. Accenture Song The Monkeys Droga5 Mark Green
Mi3Australia
Advertising Services
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Intelligent conversation for Marketing, Agencies, Media and Tech.
About us
There's one constant in talking to hundreds of people across #marketing, #media, agencies and #tech: a desire for safe, intelligent conversation and analysis of global and Australian industry developments. Conversations that are considered, constructive and challenging. That avoid anonymity. Mi3 is a contemporary take on an industry journal - part journalism, part equities-style analysis. It's designed to be different in its conversations across the nexus of marketing, agencies, media and tech. Transactional industry #news is not a focus for Mi3 - that turf is well served. The intent is to go deeper for leaders and emerging leaders in marketing, agencies, media and technology. Let's see if the pool of curious, time-poor, intelligence-hungry, considered industry folk in the marketing food chain get some value. Welcome anyway.
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Employees at Mi3Australia
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Publicis Groupe's CX specialist is no longer just that. Six months into the gig as Digitas' new boss – and with a consolidated remit that spans commerce-focused Balance – Davy Rennie says the agency touches both sides of the "growth loop" and is delivering end-to-end on connected experiences. A structural overhaul in May has created five core service lines between the two shops – and Rennie bats back suggestions the shift has come with any significant headcount cuts. What it does means is bringing together working and non-working media under one roof, he says. That's made paid media a new growth lever for Digitas, which doubled its billings in 2023. It's yet another sign of the end-to-end shift underway as marketers look to streamline an increasingly complex customer journey and agencies aim as ever to carve out a bigger slice. That will be even more important as customer experience and commerce melds with the metaverse, which Rennie says is expanding faster than most people realise. Publicis Groupe ANZ #cx
Conscious re-coupling: Digitas, Balance chief Davy Rennie on convergence of CX, commerce, media – and why the metaverse is anything but dead | Mi3
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In the lead up to Christmas last year, Kayo and BINGE CEO Julian Ogrin noticed the cost of living crisis was having a peculiar impact on consumer behaviour toward sport and his sports streaming service – paused subscribers from a base of more than 5 million since launching five years ago were coming back in bigger numbers and new subscribers were rising. After commissioning consumer research to figure out the forces behind the sports streaming uptick, Ogrin says Kayo was emerging as a third utility platform alongside the likes of Netflix and Spotify. A new AI-based hyper-personalisation initiative was also starting to produce “top of funnel” results converting prospects at higher rates to subscribers once they landed on Kayo’s owned assets. Foxtel Group Kayo Sports
Kayo joins Netflix, Spotify as a ‘utility’ streaming platform; subscribers up 14%, digital ads lift 20% | Mi3
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Ecommerce revenues at Australia's two giant grocery chains Coles and Woolworths are roaring back into life, barely 18 months after pandemic-fuelled growth went into sharp reverse. Big investments across retail media, loyalty, digital transformation, supply chain, and fulfilment upgrades are paying off. They say timing is everything and new Coles CEO Leah Weckert and incoming Woolies counterpart Amanda Bardwell have landed just as the sun has started shining again on online sales. But there's still a lot of work to do. Outgoing Woolworths CEO Brad Banducci for instance flagged slowing growth at Cartology which grew 'just' 9 per cent – although that's after half a decade of robust growth (and a 34 per cent CAGR over five years). It's younger, smaller retail media rival, Coles 360, grew north of 20 per cent. Both of the retail giants also flagged the growing importance of AI within their operations – but their strategies are divergent. Coles Group Woolworths Group Cartology - Part of the Woolworths Group
Ecom roars back to life as Coles and Woolies power; Banducci bows out with a wrap for retail media unit Cartology but Coles 360 growth rate outstrips rival | Mi3
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Retail brands are facing no less than a complete reimagining of what it means to be a consumer by 2030, according to a fresh report from The Future Laboratory in partnership with Afterpay. It’s a near future requiring commerce to not only recalibrate around community, values and experience, but necessitates empathetic technologies and systems that operate in the service of people, not transactions or zealous CFOs, according to e&s customer experience chief, Barry Mowszowski, plus futurist and academic, Dr Catherine Ball, speaking at an Afterpay event last week. It’s also going to mean rewiring outdated financial systems and processes that are increasingly shutting down access to credit to ensure they can deliver solutions rather than create more problems for consumers, agreed fellow panellist, Mark Bouris, the founder of Wizard Home Loans, executive chair of Yellow Brick Road, and recognised financial and business commentator. Mark Bouris AM Mentored Studios
Solving the future consumer commerce equation: Active community, accessible credit and AI connection are all musts for retailers, say CX, finance, payments and academics – and lead to a more human approach | Mi3
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With the release of Carsales CAPI (Conversion API), the company now lays claim to being able to offer the best of two usually competing adtech worlds by marrying the first party certainties of a walled garden with the extensibility of the open web. Perhaps most importantly, it also says it has the ability to connect and measure the two. At its upfront in Melbourne yesterday executives claimed its tech stack update closes the loop on years of development in anticipation of a cookie-less world fuelled by first-party data, and developed to privacy by design principles. It also arguably reinforces Carsales' differentiation as a data and technology business that enables media, compared to its traditional rivals who are typically media businesses that deploy technology. And Carsales claims the early experience of clients beta testing the solution delivered 3X better conversion rates... though it declined to name the client. Stephen Kyefulumya carsales Davor Vilusic Vanya Mariani
Carsales claims it's hashed walled garden precision with open web extensibility to triple conversion | Mi3
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A swathe of B2B firms sceptical of the new crowd arguing for B2B marketing to invest more in brand and reputation building face a second wave of compelling evidence challenging the effectiveness of conventional B2B tactics, marketing qualified leads (MQLs) and the impact of the sales function in influencing the “dark funnel” of hidden executives in corporate buying groups who influence half the buying process – but don’t show up on sales team radars, CRM systems and focus on risk and reputation over features and specs. Killer stats? B2B buyers don’t reach out to sellers until they’re 73 per cent through the buying journey and 82 per cent of the time the first vendor contacted by the buyer lands the deal. “So it’s not sales calling you, it’s you calling sales,” says former BMW marketer Stuart Jaffray, now Managing Director of B2B agency Green Hat, which co-commissioned the latest B2B buying study across Australia and APAC markets.
Landmark APAC study pushes B2B marketers to more brand investment, diverse content to influence ‘hidden’ corporate buying group gatekeepers; sales function late, less influential | Mi3
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Beatgrid claims its single-source measurement is uniquely capable of bypassing walled gardens and is redefining frequency standards for brands and agencies in Australia, particularly in the realms of TV, VOD, and YouTube. These insights are set to significantly impact key brand metrics. #sponsored Daniel Tjondronegoro Ian Alastair Hobkirk Herrero
Has Ehrenberg-Bass Missed the Mark on Optimal Frequency? New Tech Unveils Fresh Insights for Today's Media Landscape | Mi3
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SEEK cofounder Paul Bassat has tapped funding from Commbank, MYER founder Sidney Myer’s philanthropic fund and tipped in his own money in a bid to break the algorithmic grip fracturing public discourse and narrowing policy-making. To re-link community engagement with Australia’s rule-makers he’s launching open membership platform Amplify. Former Secretary of the NSW Department of Education Georgina Harrisson is at the helm, backed by a who’s who of business and politics on the board. “The level of division in Australia has got a lot worse over the last few years. There are very clear warning signs that things will get worse if we don’t do something about it,” he tells Mi3. “And so that's ultimately the starting point for AMPLIFY.” Now they have to get it to land with people blinkered by algorithms and with a jaundiced outlook on whether institutions can be re-engineered. Commonwealth Bank
Busting out of the algorithm: Seek and Square Peg cofounder Paul Bassat launches Commbank-backed Amplify to reclaim public policy discourse – who’s who of business and politics joins board | Mi3
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dentsu has slashed another 50 roles at Merkle. There's now been around 100 roles made redundant from the CX unit since April. Merkle's new boss Kim Douglas – a month into the job – said clients are mothballing big projects and scrambling for short-term wins. Hence cutting roles the firm claims had some duplication following the holdco's previous acquisition spree, taking in the likes of WiTH Collective, Accordant, Divanti, Aware Services, and Amicus Digital. Some speculate the move is indicative of a broader strategic shift, doubling down on the firm's end-to-end digital heritage and pulling back from what was seen as skew towards systems integrator services. But beyond the short-term squeeze, Douglas said the focus remains on building Merkle's positioning as "an experience-led transformation business".
50 jobs axed at Dentsu’s Merkle as brands mothball major transformation and scramble for rapid ROI | Mi3
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