Mi3 Audio Edition

Host: Nadia Cameron, Publisher | Editor – Marketing Marketing teams have become incredibly good at optimising campaigns and communications through ever-more precise data and measurement tools. But have we been pursuing precision and ROI to the point where we’ve optimised and measured ourselves into oblivion? That’s a key question that lies at the heart of the latest Mi3 podcast e...

This year’s Nine Upfronts gave brands and media buyers a decidedly different narrative to engage in, and it wasn’t just down to the high-production, immersive format of its showcase. Nine put forward a confident content slate that exuded what the locally owned and operated media company does best: Breadth of Australian programming, talent and connection across sports, entertainment, dr...

Host: Nadia Cameron, Publisher | Editor – Marketing There is a constant refrain in the marketing industry and it’s this: That many marketers are brilliant at what they do, but very few are brilliant at marketing the actual profession to the CEO, CFO, boards and executive peers. Lying at the heart of this issue is marketing’s persistently problematic commercial nous and its all-to...

Host: Nadia Cameron, Publisher | Editor – Marketing Every financial brand talks about backing small business. American Express has spent 14 years proving it. Now it's bringing that commitment together under a single organising platform:  Because it Matters . The American Express Because it Matters platform unites the company's long-standing commitment to small businesses under one strat...

Host: Nadia Cameron, Publisher | Editor – Marketing Not all reach is equal and neither is our level of attention: We know it instinctively, we’re told it, and now we’re getting better understanding into how to apply its qualitative impact to achieve mental availability, brand equity and sales uplift. The good news for digital out-of-home users is that the channel not only command...

Host: Andrew Birmingham, Editor - CX | Martech | Ecom Agentic commerce is about to redraw the shopping journey. AI is moving beyond search and recommendation to evaluate products, weigh trade-offs and increasingly make decisions on the customer’s behalf. For brands, a chatbot and a few tweaks for AI search will not cut it. Winning will require trusted data, credible evidence and enough brand...

Host: Nadia Cameron, Publisher | Editor – Marketing Brand rejuvenation: How do you honour the legacy while seeking a new narrative that grabs attention, compounds consumer and customer affinity, and delivers new commercial momentum? In this episode, two of our 2026 top 10 CMOs from the CMO Awards – Bank of Queensland marketing chief and #1 CMO of the year, Adrian McCaffrey, and Uber he...

Host: Nadia Cameron, Publisher | Editor – Marketing This year’s CMO Awards again set out to recognise marketing teams driving strategic growth for their organisations with our Best Growth Initiative of the Year Award, presented by Publicis Groupe. Our 2026 winner? A driving test from the Suncorp team that set out to change behaviour and instill safer driving practices across Australian...

Host: Nadia Cameron, Publisher | Editor – Marketing In a fragmented media landscape, reach isn’t the only factor broadcast channels need to deliver brands. They also need to grab attention – a vital quantity in building the mental availability and positive, differentiated associations brands require to stand out and be considered. Marketers know it and they’re crying out fo...

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 20-30 per cent in Australia this year – and scrambling for answers to a fundamental question: When a machine, not a person, discovers, compares, and recommends your brand, what exactly are you optimising for as currency moves from click to...

Host: Andrew Birmingham - Editor - CX | Martech | Ecom A year after Mi3 Australia began its agentic AI research deep dive – dubbed Inside the Tornado – that first wave of febrile experimentation has given way to what feels like the beginning of a Cambrian explosion as businesses embed AI agents into core operations, and realise measurable gains in areas ranging from pricing optimisatio...

Host: Paul McIntyre, Editor-At-Large Not all retailers are victims of scale. North America is pouring billions of dollars into retail media, largely sponsored search and digital screens, making giants like Amazon, Kroger and Walmart richer and other retailers chasing scraps. But luxury department store chain Holt Renfrew has carved out a higher-end niche in Canada, and its physical-plus-digital ap...

Host: Paul McIntyre, Editor-At-Large For the shopping public, Coles’ ‘Down Down’ has stuck like super glue for more than a decade – while loathed by adland’s elite. They’ll be mostly thrilled on what Horton – Down Down’s creator – figures is likely now in a rare and wide-ranging interview and podcast. Think rest and hibernation, not a Down Down...

Host: Nadia Cameron, Publisher | Editor – Marketing They all work for cheeky challenger brands in their respective categories, they’re not afraid of doing unconventional things – and now they’ve all been recognised as top 20 CMOs of the Year for committing to innovative and distinctly different approaches to realising growth ambitions at hand. In this latest CMO Awards podc...

Host: Nadia Cameron, Publisher | Editor – Marketing The Iconic CMO, Joanna Robinson, describes commercial marketers as “customer obsessed, commercially disciplined, always data-informed and strategically curious”. Former Naked Wines CEO and Unilever marketing leader, Paul Connell, says it’s about being highly accountable, “and also being someone who’s in for the...

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 market volatility makes “predicting demand really difficult” says Rowed.“That’s the biggest shift I am seeing.” Boards and management are twitchy. “Everything is just happening faster. At the same time, there's less mar...

Host: Nadia Cameron, Publisher | Editor – Marketing Numbers are increasingly stacking up that sticking to your brand narrative and creative platform knitting year after year pays outsized dividends. And it might just be the ticket to avoiding AI slop. But it takes a wealth of market sensibility, consumer contextual input, creativity, fresh thinking and strategic nous to sell in such bold wor...

Host: Nadia Cameron, Publisher | Editor – Marketing Patience of a saint, ‘glass half full’ mentality and commercially persuasive: These may not be the first things you put down on the list of attributes required in modern marketing leaders. But marketing today is as much about exercising influence internally as it is about delivering compelling creative and content externally. An...

Host: Andrew Birmingham, Editor - CX | Martech | Ecom Banks, telcos, and insurers are rethinking how they engage customers, shifting away from mass marketing campaigns toward real-time decisioning systems designed to respond to individual behaviour, according to Jonathan Tanner, a senior executive at Pegasystems. Tanner said many organisations still struggle with fragmented customer experiences, w...

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, from Amazon-owned Hollywood studio MGM, has blasted to this year’s best opener at the Australian box office at the time of its release. It’s pulling mum, dad, kids and even the grandparents into a co-viewing experience they no longer do much of...

Host: Nadia Cameron, Publisher | Editor – Marketing CMOs have always sought to build best-practice marketing teams – it’s one of the first things they’ll have on the to-do list when they take up a new gig. But what does the marketing team of the future even look like in a world where AI is disrupting everything? How do you as a CMO chart a path through the changing AI lands...

Host: Paul McIntyre, Editor-At-Large AI’s impact is rapidly eroding public trust in content, including the vast volumes originated by brands. Gen Z is leading the public concern, typified by confusion over what is real and what has been blurred, blended and bent by nefarious AI operatives with hot prompts. At stake for marketers and corporate affairs in an independently commissioned study ca...

Host: Nadia Cameron, Publisher | Editor – Marketing Last year, one of the world’s leading minds on attention, Amplified founder Dr Karen Nelson-Field, set out to put a figure on the eye-watering cost of dull media. The job followed on from the esteemed Dr Peter Field and Eatbigfish consultancy lead, Adam Morgan’s original work ascertaining the cost associated with dull creative....

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 Commercial Officer, Michael Scott, has worked across some of the world’s biggest and best consumer marketing companies. Now he’s packaging up “rich reach” and “mind-blowing” engagement rates to woo advertisers. The li...

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 faint hearted. Overhauling the local operating model entirely at the same time? Fraught with risk. But Nick Garrett’s master plan has the blessing of Omnicom chairman John Wren, and Garrett says he wouldn’t have taken the job without licen...