Mi3

Mi3 offers a fresh perspective on the industry journal concept, blending elements of journalism with insights similar to equity analysis. It aims to foster unique discussions at the intersection of marketing, agencies, media, and technology. Unlike other platforms, Mi3 does not concentrate on routine transactional news, which is already well-covered. The goal is to delve deeper for both established and up-and-coming leaders in these fields. We hope to provide valuable insights for those in the marketing ecosystem who are curious, busy, and eager for thoughtful analysis. Welcome to Mi3!

National, Trade/B2B

English

Online/Digital

Outlet metrics

Domain Authority

Ranking

Global

#398804

Australia

#12905

Business and Consumer Services/Marketing and Advertising

#67

Traffic sources

Monthly visitors

Articles

'Innovation tripled': Procter & Gamble’s real-world AI trial collapses R&D-commercial silos, gives novices expert capability; marketing org structural rethink incoming | Mi3

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.
‘The bots are just execution’: TBWA appoints ex-Optus tech and innovation chief Lucio Ribeiro as ‘first’ creative agency Chief AI & Innovation Officer in APAC | Mi3

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.
Partner Op-Ed: Total news publishing will deliver the returns you’re after – fast | Mi3

1 week ago | mi-3.com.au | Vanessa Lyons

By Vanessa Lyons, CEO, ThinkNewsBrands Even mature brands like NRMA Insurance and Tourism and Events Queensland are notching massive gains through news advertising and content campaigns – in leads, awareness, brand preference and intent, says ThinkNewsBrands CEO, Vanessa Lyons. Just ask marketing and customer chiefs Michelle Klein and Kim McConnie. There’s never been more pressure on marketers than there is today.
PDOOH player Vistar Media targets traditional out-of-home, eyes converged trading – but forecasts programmatic OOH to hit 30% in Australia | Mi3

2 weeks 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.
AI anxiety weighs heavy as 60 benchmarked CMOs fear being pushed into job cuts | Mi3

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.
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

2 weeks 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

2 weeks 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

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.
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

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.
ING CMO calls for sharper commercial acumen from agency partners, more audience ecosystem thinking from media players as she details the customer value lens applied to her marketing investment | Mi3

3 weeks ago | mi-3.com.au | Kalila Welch

What you need to know:ING CMO, Danielle Hamilton, used her time onstage at the recent Future of TV Advertising event in Sydney to make a plea for agency and media partners to leave reach and frequency behind and get sharper on the commercials marketers are facing internally as they endeavour to demonstrate return on marketing investment.