Andrew Birmingham

Sydney

Reporter. Infinitely curious. I'll follow you back I can't help myself. Likes are not endorsements. Opinions are personal, not professional.

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Articles

‘Likelihood of in-year budget cuts significantly increased’: CMOs cut headcount, in-house agencies, external rosters, martech – but defend paid media | Mi3

1 week ago | mi-3.com.au | Nadia Cameron |Andrew Birmingham

What you need to know:The latest Gartner CMO Spend survey has found after years of consistent decline, marketing budgets have flatlined in a leaner new normal for spending. Gartner analyst for marketing, Ewan McIntyre, blames lowering trust in marketing returns, inflated expectations and a plateau on productivity for the current budget situation facing CMOs right now.
Unclickable: New film shows just how easy it is to build an ad fraud network – and how big tech, telcos profit | Mi3

1 week ago | mi-3.com.au | Andrew Birmingham |Sam Buckingham-Jones

What you need to knowFormer Upstream CEO Guy Krief couldn't believe his luck when his digital marketing drove 100,000 subscriptions in a single day. He was right to be sceptical. His company, Upstream, was a victim of fraud.
UTS lifts engagement, overhauls governance, with a website relaunch that drives brand and rankings | Mi3

1 week ago | mi-3.com.au | Andrew Birmingham

What You Need to KnowThe University of Technology Sydney has transformed its website from a fragmented, 1,000-editor sprawl into a streamlined, editorial-led platform driven by 80 trained digital champions and a four-tier governance model. The digital redesign reshaped, not just reflected, the UTS brand, directly informing its broader brand strategy and creative campaigns.
HBO Max ads launch ‘textbook’, per media buyers, but no numbers yet as Nine gears up for bigger deals – and cross-sells | Mi3

3 weeks ago | mi-3.com.au | Kalila Welch |Brendan Coyne |Stu Carr |Andrew Birmingham

What you need to know:Warner Bros. Discovery says its Max platform is powering ahead of forecast weeks into its Australian launch. ANZ senior revenue director James Hole touting strong advertiser and subscriber uptake, despite keeping audience numbers under wraps. Agencies suggest a "textbook" launch, per one investment chief, with buyers praising the outsourced sales model via Nine.
'Innovation tripled': Procter & Gamble’s real-world AI trial collapses R&D-commercial silos, gives novices expert capability; marketing org structural rethink incoming | Mi3

3 weeks ago | mi-3.com.au | Paul McIntyre |Brendan Coyne |Andrew Birmingham

What you need to know:In a landmark study, researchers, GPT-4-equipped individuals matched the output of full human teams and completed innovation tasks up to 16.4 per cent faster, often with higher-quality results. AI flattened the expertise curve. Junior or inexperienced staff using AI performed at near-expert levels, effectively collapsing traditional learning curves and levelling up organisational capability. Cross-functional silos smashed.
‘The bots are just execution’: TBWA appoints ex-Optus tech and innovation chief Lucio Ribeiro as ‘first’ creative agency Chief AI & Innovation Officer in APAC | Mi3

3 weeks ago | mi-3.com.au | Kalila Welch |Andrew Birmingham

Curiouser and curiouser“The most important attribute we can hire anyone on at the moment is their level of curiosity – writ large across the whole industry,” according to TBWA\Melbourne CEO Kimberlee Wells. As the media and marketing industry – and much of the digital economy – moves through the looking glass, finding candidates that can clear that threshold is harder than it used to be, she acknowledged, but not impossible. TBWA’s newest recruit, Lucio Ribeiro, is case in point.
AI anxiety weighs heavy as 60 benchmarked CMOs fear being pushed into job cuts | Mi3

1 month ago | mi-3.com.au | Andrew Birmingham

What you need to know:Fresh, exclusive initial data from the Australian Centre for AI in Marketing’s first benchmarking study into AI has found CMOs are overwhelmingly feeling cautious – if not downright anxious – about gen AI adoption across marketing.
Predictability is out the window and B2B marketers need to adapt, warns Forrester. Slow-moving, annual decision-making cycles are a thing of the past

1 month ago | mi-3.com.au | Andrew Birmingham |Brendan Coyne |Paul McIntyre

What You Need to KnowB2B marketers sticking to annual planning cycles risk being left behind, with Forrester warning that volatility is obliterating traditional business playbooks. Forrester’s new report urges leaders to embrace ruthless prioritisation, real-time decision-making, and relentless customer focus to survive and thrive. Persistent geopolitical shocks, rapid tech shifts, and fast-changing buyer behaviours have rendered old strategies obsolete — slow movers will be punished.
Flipping product-focused B2B campaigns for customer pain points: Behind the scenes of REA Group’s ‘Better is a Big Deal’ brand play and its double-digital engagement results | Mi3

1 month ago | mi-3.com.au | Andrew Birmingham |Brendan Coyne |Paul McIntyre

What you need to know:REA Group’s customer excellence team has switched out a twoyear-old, product-centric B2B brand platform in favour of a new ‘Better is Big Deal’ approach anchored in customer value proposition and ROI benefits. The work was done in partnership with B2B agency, Green Hat, who was appointed to the agency roster in mid2024.
The fork in the road: How do we stop repeating the mistakes of display for long form video?

1 month ago | mi-3.com.au | Kalila Welch |Andrew Birmingham |Shaun Lohman |Brendan Coyne

As Mark McKee from Freewheel articulated so eloquently on Tuesday at the Future of TV Advertising conference, media owners of long form addressable video inventory (AVOD and SVOD) are standing at what he described as a “fork in the road”. We can either stand back and let this wonderful large screen, sound on, unskippable targeted ad format capable of delivering both brand and performance become completely commoditised or we can work together as an industry to keep it clean and effective.

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Andrew Birmingham

Articles

‘Likelihood of in-year budget cuts significantly increased’: CMOs cut headcount, in-house agencies, external rosters, martech – but defend paid media | Mi3

Unclickable: New film shows just how easy it is to build an ad fraud network – and how big tech, telcos profit | Mi3

UTS lifts engagement, overhauls governance, with a website relaunch that drives brand and rankings | Mi3

HBO Max ads launch ‘textbook’, per media buyers, but no numbers yet as Nine gears up for bigger deals – and cross-sells | Mi3

'Innovation tripled': Procter & Gamble’s real-world AI trial collapses R&D-commercial silos, gives novices expert capability; marketing org structural rethink incoming | Mi3

‘The bots are just execution’: TBWA appoints ex-Optus tech and innovation chief Lucio Ribeiro as ‘first’ creative agency Chief AI & Innovation Officer in APAC | Mi3

AI anxiety weighs heavy as 60 benchmarked CMOs fear being pushed into job cuts | Mi3

Predictability is out the window and B2B marketers need to adapt, warns Forrester. Slow-moving, annual decision-making cycles are a thing of the past

Flipping product-focused B2B campaigns for customer pain points: Behind the scenes of REA Group’s ‘Better is a Big Deal’ brand play and its double-digital engagement results | Mi3

The fork in the road: How do we stop repeating the mistakes of display for long form video?

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