Paul McIntyre

Paddington

Executive Editor at Mi3

Executive Editor, Mi3 | Contributing Editor, Australian Financial Review

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Articles

Advertisers in-housing media now fastest growing demand for The Trade Desk ANZ; 70 per cent of marketers concerned about ‘over-reliance’ on big tech platforms | Mi3

3 weeks ago | mi-3.com.au | Simon Larcey |Paul McIntyre |Brendan Coyne |Nadia Cameron

What you need to know:Direct business from brands is now the fastest growing part of The Trade Desk’s revenue, per ANZ boss James Bayes. He thinks that’s a direct result of marketers seeking to wean themselves of reliance on Google and Meta and was exacerbated by Google’s flip-flop on culling third party cookies – which led to a credibility crisis after years of relaying carefully honed first party data plans and investments to boards and stakeholders.
AMP’s three-year marketing platform transformation shows what it really takes to make tech work for marketing – now watch out for the staff poaching | Mi3

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

What you need to know:It’s the unsexy stuff that’s no longer dominating vendor keynote stages but lurking within the case study presentations in the session rooms: Marketing technology transformation, sans AI, to finally realise personalisation at scale and one customer view. Australian financial services provider, AMP, is one of those cases.
Striving for talkability: Singing struts and Sky the Scissor lift take centre stage as Stokes-owned Coates bets on bold brand campaign - and jingle - to build new value proposition | Mi3

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

What you need to know:Stokes family-owned Coates has taken the wrappers off a bold new integrated brand campaign to coincide with its 140-year anniversary that’s anything but usual for the business.
Eyes on the fries: KFC ditches 150 iteration mutant CX program for fused employee-customer experience, turns staff engagement into revenue growth with global experience management strategy | Mi3

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

What you need to knowLinking employee experience to customer experience is vital to KFC’s growth strategy. Data from the UK shows restaurants with highly engaged staff get fewer negative guest scores and more return visits. A 1 per cent lift in “top-box” guest experiences could deliver millions in incremental revenue. KFC’s “Listens” program is driving cultural and operational change across 30,000 restaurants globally.
From Zaphod Beeblebrox to 'Chat Checkouts': Customers aren't on your journeys, they're the fulcrum around which your brand's universe revolves

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

What you need to knowGlacier Consulting CEO and Qualtrics X4 keynote speaker, Ken Hughes urged brands to embrace the “Blue Dot” mindset – where consumers and employees see themselves as the immovable centre of the universe, and expect everything to orbit around them. In today’s CX and EX landscape, people expect services, products, and experiences to adapt to their needs in real-time – not the other way around. Think Uber, not yellow cabs.
The CDP hangover and the cure: How Australia’s post-pandemic customer data frenzy unfolded and where it goes next

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

What you need to know:Australia’s post-Covid CDP “bender” has entered a more measured phase after initially rushing into a promise of a single source of truth for customer data and its activation that promised a moat against shifting market and regulatory tides while cutting marketing costs. For brands and publishers, managing data silos, privacy compliance, and avoiding bill shock are top concerns, pushing companies to rethink how they fund and implement CDP solutions.
Creative tension, five hour face-offs and killing a winner: Uber ANZ brand lead Channa Goonasekara and Special APAC CD James Sexton lift the curtain on flipping brand platforms - and making it work | Mi3

1 month ago | mi-3.com.au | Brendan Coyne |Paul McIntyre |Sam Buckingham-Jones

Cancelling tonightUber and Special made the platform’s food business famous and ate rivals’ lunch with Tonight, I’ll Be Eating. Then the business decided its future was in diversified retail delivery, which meant it had to change almost (almost) everything. “That’s when we turned to Special Group to say ‘help us!’, per ANZ Brand Lead, Channa Goonasekara.
'Now they have Prime Video, spend is increasing exponentially': Amazon ad juggernaut accelerates past $240m as 'Trojan horse' DSP eats share; ecom business primed to top $2bn this year | Mi3

1 month ago | mi-3.com.au | Brendan Coyne |Paul McIntyre |Nadia Cameron |Tim Tyler

What you need to know:Amazon’s Australian ad business down under is booming. Advertising revenue grew 58.1 per cent year-on-year, reaching $242 million, making it Amazon’s fastest-growing local revenue segment, and an acceleration on the 51 per cent growth rate booked in the prior year. Ecom also powering. Online store revenue increased 23.5 per cent to $1.94 billion, while third-party seller services surged 47.6 per cent to $839 million.
The future of loyalty programs II: 2025 – 2028 unpacked; cost v profit, lifetime value, engagement, measurement challenges loom | Mi3

1 month ago | mi-3.com.au | Paul McIntyre |Brendan Coyne |Nadia Cameron |Kalila Welch

My local café now has a loyalty program – and a retail media business. This article for Mi3 pointed out in 2023 that Google cookies were going, privacy was tightening unapproved access to customer data, and since Marketing abhors a vacuum, we predicted a serious increase in the number of loyalty program launches and relaunches before 2025.
Nine chief confirms Stan ads launch, trading platform talks with Seven, new local media deal-making, marketplaces push to take 'scaled' digital video fight to big tech | Mi3

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

What you need to know:Ad tier across Stan incoming as Nine aligns BVOD and SVOD teams and tech. Talks with Seven underway about sharing trading platform as Nine seeks to strip out both back-end costs and partner with rivals for market-facing initiatives. No timeline on a decision or which trading platform would be used – either Nine's Galaxy or Seven's $60m-plus imminently launching Phoenix. Nine seeking $100m in fresh opex cost cuts.

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Followers: 446
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Paul McIntyre @McIntyreRant

20 Aug 20

RT @markritson: Everything that is wrong with marketing in one handy tweet this morning. It's always darkest just before things go complete…

Paul McIntyre @McIntyreRant

3 Aug 20

Here we go....Appocalypse now: How Apple’s iOS tracking cull hits data governance, tech stacks, targeting and the $200bn mobile ad market https://t.co/nIw95BtKfV

Paul McIntyre @McIntyreRant

17 Dec 19

Don’t like it, hope @markritson is wrong.

Mark Ritson @markritson

This will go down well.

Paul McIntyre

Articles

Advertisers in-housing media now fastest growing demand for The Trade Desk ANZ; 70 per cent of marketers concerned about ‘over-reliance’ on big tech platforms | Mi3

AMP’s three-year marketing platform transformation shows what it really takes to make tech work for marketing – now watch out for the staff poaching | Mi3

Striving for talkability: Singing struts and Sky the Scissor lift take centre stage as Stokes-owned Coates bets on bold brand campaign - and jingle - to build new value proposition | Mi3

Eyes on the fries: KFC ditches 150 iteration mutant CX program for fused employee-customer experience, turns staff engagement into revenue growth with global experience management strategy | Mi3

From Zaphod Beeblebrox to 'Chat Checkouts': Customers aren't on your journeys, they're the fulcrum around which your brand's universe revolves

The CDP hangover and the cure: How Australia’s post-pandemic customer data frenzy unfolded and where it goes next

Creative tension, five hour face-offs and killing a winner: Uber ANZ brand lead Channa Goonasekara and Special APAC CD James Sexton lift the curtain on flipping brand platforms - and making it work | Mi3

'Now they have Prime Video, spend is increasing exponentially': Amazon ad juggernaut accelerates past $240m as 'Trojan horse' DSP eats share; ecom business primed to top $2bn this year | Mi3

The future of loyalty programs II: 2025 – 2028 unpacked; cost v profit, lifetime value, engagement, measurement challenges loom | Mi3

Nine chief confirms Stan ads launch, trading platform talks with Seven, new local media deal-making, marketplaces push to take 'scaled' digital video fight to big tech | Mi3

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