Paul McIntyre

Paddington

Executive Editor at Mi3

Executive Editor, Mi3 | Contributing Editor, Australian Financial Review

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Articles

Super Cannes 25: Suncorp’s Brand, CX boss Mim Haysom on influencers; Why EY Parthenon says risk and creative works for c-suite and Tassal’s Matt Vince is thinking global | Mi3

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

What you need to know:Cannes was heaving with influencers striking deals, but the message from top marketers, academics and consulting firms was consistent: Go back to fundamentals on brand, embed brand at the heart of business, then execute with consistent creative excellence to drive outsized financial returns. Mark Ritson landed that message most emphatically via 10 years worth of Effie data analysed by System1.
Google pushes YouTube-search-Pmax bundle, sharper predictive tools, streaming to shopping play as gen AI bites legacy search

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

Predictive AI advancements across its search platform and advertising toolkit, a reconstructed narrative to position Google search and YouTube into one all-encompassing, streaming-to-shopping marketing funnel, a bullish take on search’s ongoing dominance – despite persuasive global commentary to the contrary and acknowledgment how we search is changing – and case studies showcasing marketing ROI from brand to demand made up Google Marketing Live last week.
Nestlé CMO Aude Gandon sees two-year creative overhaul pay off as KitKat wins Outdoor Grand Prix – now merging data and insights | Mi3

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

Two years ago Nestlé put “refocusing on lost creativity” central to its marketing strategy – and formalised a framework to benchmark it. This week it won the Cannes Outdoor Grand Prix for KitKat and Global CMO Aude Gandon joined a vanguard of marketing and customer chiefs using the event to hammer home the criticality of creativity to growth to their global teams. Gandon was hired as Nestlé’s first global CMO in 2020.
AI-augmented compliance: How Rabobank is rewiring financial crime prevention using generative AI

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

What you need to know:Rabobank’s Erica Van de Ven has revealed at this year's PegaWorld event how the bank is deeply embedding generative AI into financial crime prevention, transforming, not replacing, compliance roles. Machine learning, data platforms and Gen AI now handle workflows like onboarding, case management, and reporting, slashing admin while keeping compliance officers firmly in control.
James Hurman vs Scott Galloway on brand, advertising and why the world's biggest firms that 'don't get it'... probably do get it

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

Awkward customerAdvertising effectiveness veteran James Hurman is awaiting a response from Professor Scott Galloway after delivering a clinical counter to some of the professor’s broadsides against brand and advertising – while simultaneously creating a piece of effective B2B content marketing.
What Australian Marketing Institute Excellence judges are looking for in the Lisa Ronson Next Generation Marketing Leader Award

1 month ago | mi-3.com.au | Paul McIntyre |Nadia Cameron

What you need to know:The Australian Marketing Institute has created a new individual category in this year’s Excellence Awards in honour of the late Lisa Ronson and her mentorship and contribution to the marketing profession: The Lisa Ronson next Generation Marketing Leader Award.
Magna research ties Pinterest's positivity mantra to ROI gains as platform eyes Meta, Google ad dollars - and marketers tap alternatives amid performance marketing price hikes | Mi3

1 month ago | mi-3.com.au | Stu Carr |Sam Shedden |Brendan Coyne |Paul McIntyre

What you need to know:Pinterest has commissioned new research from IPG Mediabrands’ Magna to demonstrate the impact a positive advertising environment has on performance. Findings include that users were 20 per cent more emotionally engaged with content on platforms they perceived as positive and spent 15 per cent more time looking at ads – and the same ads were seen as twice as trustworthy, twice as interesting and 1.5 times more likeable compared to when they were viewed on other platforms.
'Innovation tripled': Procter & Gamble’s real-world AI trial collapses R&D-commercial silos, gives novices expert capability; marketing org structural rethink incoming | Mi3

1 month 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.
PDOOH player Vistar Media targets traditional out-of-home, eyes converged trading – but forecasts programmatic OOH to hit 30% in Australia | Mi3

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

What you need to know:Vistar Media is expanding its once digital-only OOH trading business in a bid to cover the entire market end-to-end with the acquisition of traditional outdoor media trading tech firm Adstruc. The platform launches in ANZ this month after 14 years in the US and will initially operate as a standalone offering under the Vistar banner. But the plan is to unite static and digital via a single DSP.
GroupM bets global privacy reforms ‘will make 95% of web untrackable in very near future’; shifts market pitch to ‘intelligence beyond identity’ as alt-IDs, hashed emails face wipe out | Mi3

1 month ago | mi-3.com.au | Jon Bradshaw |Shaun Lohman |Paul McIntyre |Brendan Coyne

What you need to know:WPP preparing for internet to be “95 per cent untrackable” in short order, and alt-IDs based on hashed emails to be regulated out, with Australia first to move. GroupM Nexus CEO Ryan Menezes suggests one-to-one targeting high risk, one-to-many prospecting for new customers much safer via cleanrooms where data never transferred. GroupM “never” wants to own data, given incoming risks.

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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

Super Cannes 25: Suncorp’s Brand, CX boss Mim Haysom on influencers; Why EY Parthenon says risk and creative works for c-suite and Tassal’s Matt Vince is thinking global | Mi3

Google pushes YouTube-search-Pmax bundle, sharper predictive tools, streaming to shopping play as gen AI bites legacy search

Nestlé CMO Aude Gandon sees two-year creative overhaul pay off as KitKat wins Outdoor Grand Prix – now merging data and insights | Mi3

AI-augmented compliance: How Rabobank is rewiring financial crime prevention using generative AI

James Hurman vs Scott Galloway on brand, advertising and why the world's biggest firms that 'don't get it'... probably do get it

What Australian Marketing Institute Excellence judges are looking for in the Lisa Ronson Next Generation Marketing Leader Award

Magna research ties Pinterest's positivity mantra to ROI gains as platform eyes Meta, Google ad dollars - and marketers tap alternatives amid performance marketing price hikes | 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

PDOOH player Vistar Media targets traditional out-of-home, eyes converged trading – but forecasts programmatic OOH to hit 30% in Australia | Mi3

GroupM bets global privacy reforms ‘will make 95% of web untrackable in very near future’; shifts market pitch to ‘intelligence beyond identity’ as alt-IDs, hashed emails face wipe out | Mi3

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X (formerly Twitter)