Paul McIntyre

Paddington

Executive Editor at Mi3

Executive Editor, Mi3 | Contributing Editor, Australian Financial Review

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Articles

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 week 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 week 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

3 weeks 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

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.
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.
Explainer: Google's ad tech monopoly ruling in detail, plus what happens next

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

What You Need to KnowA US District Court has ruled Google’s ad tech stack an illegal monopoly, finding it abused market power across publisher ad servers (DFP) and ad exchanges (AdX). Google will appeal. Judge Leonie Brinkema said Google “willfully” dominated by tying AdX to DFP, locking up 90% of the global publisher ad server market and over half of ad exchange transactions.
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.
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

2 months 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.

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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

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

Explainer: Google's ad tech monopoly ruling in detail, plus what happens next

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

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

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Emails

Socials & Sites

X (formerly Twitter)