Andrew Birmingham

2 days 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.

2 days 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.

2 weeks 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.

2 weeks 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.

3 weeks 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.