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.

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.

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

What you need to know:It’s too often underinvested in, but product marketing is a must-have third leg in a successful B2B marketing strategy for Airwallex global CMO, Jon Stona. The B2B marketing leader has invested in a comprehensive, strategic product marketing approach that’s been responsible for everything from major product launches to crafting custom product stories by vertical, persona, geography, segment, and use case.

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.

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

What You Need to KnowHubSpot CEO Yamini Rangan says AI is dismantling the old SEO and search-driven marketing playbook, with Google AI Overviews slashing search traffic by up to 70% (and 20% at the lower end). Brands need to pivot to intent-driven, omnichannel marketing and target customers on platforms like Instagram, TikTok, and digital communities, rather than relying on website visits.