Best Commercial Break Sponsorship Podcasts (2025)

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Top ten global martech analyst Scott Brinker says tech vendor consolidation has begun, agentic AI’s impact deep on marketers to master a complex, multi-agent future 39:00

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2d ago39:00

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Host: Andrew Birmingham, Editor - CX | Martech | Ecom Mi3’s tech editor Andrew Birmingham is joined by global Martech doyenne and Chief Martec's editor-in-chief Scott Brinker to dissect the 2025 Martech Landscape, his famed spaghetti-styled industry maps, now at 15,000 different tech solutions, and what it really means for marketers. From the proli…

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‘People’s jobs will be changed’: Salesforce global CMO on how AI agents are the new digital labour force rapidly reshaping customer service, marketing and commerce; plus the ‘false precision’ of brand ... 28:59

9d ago28:59

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It’s less than a year since Salesforce launched autonomous AI agents into the wild. But the bots are already reshaping business functions. In the US, online accounting platform 1-800 Accountants, which handles payroll and book keeping for circa 100,000 firms, has slashed the time staff spend on customer service by 70 per cent. Open Table and Singap…

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The CMO Awards Podcast Ep7: Winners and finalists part 2: Uber, Guzman y Gomez CMOs reveal what makes their distinct marketing approaches effective 1:01:01

15d ago1:01:01

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Their remits and responsibilities seem poles apart, but Guzman y Gomez global CMO, Lara Thom, and Uber CMO APAC, Andy Morley share strikingly similar views on the importance of culture, CMOs aligning personally to company values, brand-led strategy, and bold, progressive marketing that grabs attention and strikes the right cultural chord. It’s surp…

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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 45:47

22d ago45:47

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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 …

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The CMO Awards Podcast Ep6: Best Growth Initiative of the Year in focus: CMOs of Arnott’s Group, Flintfox share how they unlocked growth opportunities in the very different worlds of B2C and B2C 57:53

1M ago57:53

57:53

This year’s inaugural CMO Awards weren’t just a showcase of Australian marketing leaders doing an excellent job of marketing stewardship and effectiveness. We also introduced the Best Growth Initiative of the Year award, supported by Publicis Groupe, to single out and recognise strategic growth initiatives led by marketing teams. In this podcast ep…

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Blending Sharp and Ritson: Distinctive differentiation and custom media moves needle for CommBank, Subway, NRMA Insurance as News Australia shifts approach. 42:09

1M ago42:09

42:09

Byron Sharp is a distinctive assets maximalist, suggesting how brands look and are recognised and embedded into people’s minds is more important than focusing on what they do differently to rival brands. Mark Ritson argues brands need differentiation to stand out from rivals and pull customers in. News Australia says you need both to drive growth –…

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Omnichannel planning cuts ad fatigue, builds brand, speeds sales: New research shows how; Nunn Media cuts acquisition cost 24% 30:18

2M ago30:18

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Marketing budgets are declining just as paid media costs are rising – meaning brands get less for every dollar spent, and fewer dollars to start with. But latest research commissioned by The Trade Desk into omnichannel versus multichannel media planning could provide sweet relief. In short, the difference between omnichannel and multichannel planni…

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The CMO Awards Podcast Ep5: Winners and finalists part 1: Why sticking it out for the long term is so important to the marketing chiefs at Intrepid, Kennard’s Hire and Patties Foods 1:03:04

2M ago1:03:04

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While the numbers have been improving, CMOs still have the shortest tenure in the c-suite globally. Spencer Stuart data shows CMOs in Fortune 500 companies now have average tenure of 4.3 years against a c-suite average of 4.9 years. But variance is huge: Tellingly, Forrester data shows a 75% variance in average CMO tenure across the industries it t…

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‘It’s all double duty’: A CMO, a CEO and an agency boss on brand v performance myths, the ‘mother metric’, and expensive mistakes to avoid 46:11

2M ago46:11

46:11

The marketing funnel doesn’t exist, suggests RAA CMO, Michael Healy. He thinks “too many marketers get too ideological about how you have to do brand and then awareness and then conversion”. He has an interesting anecdote about a $329 knife, his wife, and Meta, to support the theory. Healy says “the vast majority of marketers that I talk to – from …

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Kahneman subverted: Behavioural economics weaponised as dark patterns pump ecom, platform profits – prepare for legal change, warns Consumer Policy Research Centre 30:12

2M ago30:12

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Lawmakers around the world are setting their sights on ‘dark patterns’, the way consumer choice is manipulated wholesale by companies for profit – either directly by upselling and herding them into higher yielding decisions, or locking them into services, or “data grabs” that can be monetised indirectly. Australia is next off the rank, and business…

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From the Pitch to the Funnel: Intuit’s West Ham sponsorship playbook with Martin Dyhouse 31:01

2M ago31:01

31:01

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Martin Dyhouse, Head of Sponsorship at Intuit, to challenge the notion that B2B sponsorship is little more than overpriced hospitality. Martin shares his framework for building effective sponsorship strategies—from audience and brand alignment to commercial value and long…

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The CMO Awards Podcast Ep4: Earning the CEO and CFO’s respect: What former marketing chiefs from Jurlique, Aldi, Mercer plus Tourism Australia’s former CFO did to better narrate the commercial value of ... 47:43

2M ago47:43

47:43

Host: Nadia Cameron - Editor - Marketing | Associate Publisher Short CMO tenure, job complexity, unrealistic expectations of delivery – commonly driven by short-term ultimatums – plus a disconnect on the metrics that matter, are all contributing to a dangerously common misalignment between CMOs and their CEOs and CFO. And it’s a recipe for trouble …

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The CMO Awards podcast Ep3: Why we need ‘growth’ in job titles: Former and current marketing leaders from Lion, SiteMinder and McCain on how they’ve oriented teams and culture to drive new growth and brand ... 52:27

3M ago52:27

52:27

Host: Nadia Cameron - Editor - Marketing | Associate Publisher At its core, the job of the CMO is to deliver business growth. And if Mi3’s story on marketing jobs recently and what company CEOs want in their marketing hires in 2025 is anything to go by, there is a recalibration back to topline growth rather than just pure cost cutting and efficienc…

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The CMO Awards podcast Ep2: Tourism Australia, Google and ABC marketing chiefs on how they have won friends and influenced people – from CEO and exec stakeholders to staff 51:31

3M ago51:31

51:31

Host: Nadia Cameron - Editor - Marketing | Associate Publisher Being able to convince others is the most critical skill marketers need to possess – the whole job of marketing is to influence consumers to consider then purchase your brand, after all. But as marketers progress into senior management positions, they also need to get better at getting …

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Short-term ‘trap’: Oxford Uni professor warns on TV industry plan to build outcomes model – but still thinks they should build it; says agencies hold key to advertising beyond reach, and can lift his code ... 49:23

3M ago49:23

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Oxford University Associate Professor Felipe Thomaz was a runaway Mi3 hit last year with a peer-reviewed paper that smashes the economics and relevance of audience reach. His analysis – based on 1,000 campaigns and a million customer journeys via Kantar and Wavemaker data – finds blunt use of reach will not deliver business outcomes, because not al…

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Personal vs. Corporate Brand: Linklaters Nick Rose on who really drives growth in professional services 28:27

3M ago28:27

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In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Nick Rose, Head of Brand Marketing and Digital Communications at Linklaters, to unpack the complex (and often misunderstood) relationship between personal and corporate branding in professional services. From law firm conservatism to the growing influence of digital-nativ…

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Suncorp, OMD and Foxtel talk TV, streaming and sport sponsorships and where media measurement, outcomes need to go next 33:00

3M ago33:00

33:00

It was the sudden declines in footy audiences that did it for Suncorp Executive Manager of Media, Greg Kearney and OMD Chief Media Partnerships Officer, Marelle Salib. They knew that diehard sports fans don’t just ditch their teams overnight. But Kearney and Salib had years’ worth of market mix model (MMM) data that countered the volatile numbers c…

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Eyes on the pies: How Four'N Twenty and QMS struck new customer gold by mashing real-time Olympics content and dynamic ads – sales soar 30% 27:03

3M ago27:03

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Four’N Twenty pies are literally baked-in to footy and Patties Food Group marketing boss Anand Surujpal gets a related proposition across his desk every week. But his challenge is to grow share through new buyers beyond “diehard footy fans” and tradies. So when the prop for the Paris Olympics landed, Surujpal saw an opportunity for a bigger demogra…

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Bench strength: How Freedom Furniture, Wesfarmers Health, REA Group CMOs are keeping the crazy pace on team capability and next for the Australian Marketing Institute’s skills assessment and capability ... 52:42

4M ago52:42

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Host: Nadia Cameron, Editor - Marketing | Associate Publisher Amid all the hype, excitement and trepidation around digital, marketing automation, data utilisation and now AI coming into marketing, is the very real need to build team capability and empowerment to actually use the tools effectively – and in a way that delivers business outcomes. As I…

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‘Time to harvest’: SCA chief John Kelly on LiSTNR’s rise to payback machine, ‘insatiable’ demand, and an opportunity that Meta and co. have missed 28:23

4M ago28:23

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SCA has spent four years building its uber-app LiSTNR from idea to the fulcrum of its audio business. It’s got 2.25m logged-in users, knows their postcodes – handy ahead of the federal election – what they listen to and what they might want to hear next. Kelly says acquisition is no longer core focus – “we’ve got the base we wanted to get” – and SC…

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‘Clients in on it, boatloads of cash, complex, opaque corporate structures’: Principal media arbitrage trading spreads to TV, out of home, audio as holdco’s, retail media pile in; ex-IPG, GroupM, Omnicom ... 48:15

4M ago48:15

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Host: Paul McIntyre | Executive Editor Media agency holding company CEOs are openly acknowledging the importance of arbitrage-based principal trading to their business models – and it’s spreading rapidly out of digital display into TV, audio, digital out of home, connected TVs and beyond. Former UM Global Chief Media Officer Joshua Lowcock, who lef…

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‘Size the opportunity, then seize it’: Flight Centre global CMO prepares for category expansion, revenue take-off via owned media-publisher pivot 30:05

4M ago30:05

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Four years ago, Flight Centre’s global CMO Megan Henderson was tasked with leading a sweeping restructure of Flight Centre’s worldwide marketing operation – centralising five teams into one while overhauling its martech stack and contracts and simultaneously finding efficiencies and growth. Daunting. But Henderson knew that Fight Centre’s 60 millio…

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‘Reach alone no longer works’: Why News Australia fired up engagement debate and how Tubi video streaming rights will shake-up BVOD with audience intent signals to sell more Subways 31:10

4M ago31:10

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Mi3’s most read story of 2024 came via an Oxford University marketing scientist’s peer-reviewed paper underlining precisely why not all reach is equal. Based off analysis of 1,000-plus campaigns and a million customer journeys via Kantar and Wavemaker, the data shows optimising for reach alone rarely tallies with business growth. In fact, in almost…

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The CMO Awards Podcast Ep 1: Former CMOs of Westfield, Audi, Kimberly-Clark reveal relentless financial scrutiny, growth intent and risk factors driving exec and board expectations of marketing 57:52

4M ago57:52

57:52

Welcome to the first in our CMO Awards podcast series, powered by Mi3. This limited-episode series dives into the key topics and issues making up how marketing as a function, and its leaders, contribute to growth. To do this, we’re engaging in a select number of conversations with industry luminaries, CMO Awards judges, former CMO50 winners, curren…

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‘The accountability for creativity stops with me’: Suncorp’s brand-CX chief Mim Haysom dukes it with Sir John Hegarty and Val Morgan Cinema’s Guy Burbidge on attention, entertainment, culture and marketing ... 57:48

4M ago57:48

57:48

Mim Haysom’s world-beating, Cannes-winning One House initiative at Suncorp in 2022 was a big bold bet on innovative, mould-breaking marketing that Suncorp’s executive leadership and board only saw days before a documentary on the initiative was set to broadcast on Nine. “The first time the board saw One House, I took them into the auditorium and pl…

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Two second rule: System1 and JCDecaux effectiveness research shows 70% of Out-of-Home ads fail, the brands nailing it – and seven easy fixes 41:28

5M ago41:28

41:28

A world first creative benchmarking study from System1 and JCDecaux has run stacks of Australian Out-of-Home ads through its globally-renowned effectiveness scoring system and drawn a stark conclusion: 70 per cent of outdoor ads fail to move the needle. Andrew Tindall, SVP – Global Partnerships at System1, goes even further: “No-one understands how…

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CDP Payoffs and Pitfalls: Australian brands are slashing customer acquisition costs, gaining behavioural insights, and getting ready for AI in their customer data tech but the devil hits in implementation ... 47:00

5M ago47:00

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Host: Andrew Birmingham, Editor - CX | Martech | Ecom Two years after a Mi3 published a comprehensive analysis of the customer data market in Australia, we revisited many of the brands we spoke with to assess their progress and measure their return. Companies that have persevered are realising strong returns and extending beyond their early use cas…

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SCA backs hyper-local radio, earlier ad integration to beat rival’s $200m metro talent transplant, rides anti-global, anti-algo new wave 33:07

5M ago33:07

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Rival radio networks are transplanting big talent from Sydney and trying to make it work in Melbourne. SCA Chief Content Officer, Dave Cameron, is taking the opposite strategy. Local talent that “speaks the language of the city” and gets the “fabric” of its suburbs is particularly crucial for breakfast audiences, he says. Plus, as platforms and con…

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Is the marketing persona dead? With Wipro's CMO, David Keene 34:32

5M ago34:32

34:32

Are marketing personas as we know them extinct? Or do we just need to change the way we understand them? David Keene, Wipro's CMO, has the answers. In this episode of B2B Marketing: The Provocative Truth, host Benedict Buckland speaks with David about what brand building should really look like for B2B marketers in 2025, from establishing a focused…

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'Marketers are buying this’: Pitfalls and ‘lies’ to avoid on junk user data, clean room matching, MMM, incrementality tests - and B2B tech: Melbourne Business School Associate Professor Nico Neumann 46:27

5M ago46:27

46:27

Nico Neumann is deep in the weeds on digital marketing attribution, market mix modelling [MMM] and incrementality testing – likewise the dangers of narrow audience targeting and junk user data - the latter a $20bn market in the US alone. The Melbourne Business School Associate Professor in 2019 published research proving that closing your eyes and …

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Flywheels over funnels, intimacy, ‘low martech’ and influence over mass ‘shotgun’ reach: Four Pillars cofounder on repeating the trick globally under Kirin-owned Lion 1:01:19

6M ago1:01:19

1:01:19

Four Pillars Gin is now four times the size of the entire Australian premium gin category when it started in 2013. Much of the category’s explosive growth is down to three cofounders having a crack, while seeing off the cops, who thought they were making meth. Now under Lion’s ownership, itself part of Japanese drinks giant Kirin, two of the founde…

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Why playing it safe is the riskiest move with Dan Roche, CMO of Workbooks 30:58

7M ago30:58

30:58

In this episode of B2B Marketing: The Provocative Truth, host Benedict Buckland speaks with Dan Roche, CMO of Workbooks CRM, to uncover the uncomfortable truth about conservative B2B marketing. Dan shares candid insights from running bold campaigns, including a Minions partnership at SCORO and the provocative "No Bullsh*t CRM" campaign at Workbooks…

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The fractional CMO explosion: Why the emerging exec gig economy is giving experienced marketing leaders freedom to leverage their craft without political and organisational angst 58:40

7M ago58:40

58:40

When experienced B2B marketer and former agency planner Taz Bareham decided to take on the title of 'Fractional CMO' three years ago, there were a handful of people on LinkedIn using the moniker. Fast forward to today, and the supply pipeline has grown to thousands, even outpacing solidly growing demand for these forms of executives. Why? Better wo…

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Faster decisions that move profit needle, quantifying loyalty programs' dollar value: Where Optus and Michael Hill go next with MMM 42:07

8M ago42:07

42:07

The upside of market mix modelling (MMM) is it “certainly helps with credibility,” when proving marketing’s return on investment, per Optus consumer marketing boss Cam Luby. The downside is that it spits out a shedload of data. Hence Mutinex combining its real-time MMM platform with an AI-powered co-pilot called Hendren to hep marketers more easily…

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Maurice Blackburn flags Australian publisher class action against Google for alleged bid rigging, Meta collusion; $8bn Canadian publisher lawsuit paves way 44:02

8M ago44:02

44:02

Australian law firm Maurice Blackburn is investigating a publisher class action against Google in a strikingly similar $8 billion lawsuit already underway in Canada – led by a tiny regional community publishing boss, Lisa Sygutek, who won’t be cowed. “Find your inner warrior, sign-up, go for it,” she urges Australian media owners. Miranda Nagy, the…

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B2B’s hard new playbook: Don’t bet everything on chasing marketing qualified leads – most buyers call you and have already made their choice when they do 27:21

8M ago27:21

27:21

The B2B world is a market where you don't call customers, customers call you - although it’s the opposite of widespread B2B marketing assumptions and practice today. A B2B awakening is underway as business marketers see increasing evidence that an under-investment in B2B brand work leads to a sea of sameness and mediocre results among buyers – acro…

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LiSTNR Adtech Hub pushes digital audio network to break even a year early as agencies, brands pile-in; new APIs, ANZ spend data, retargeting and Scope3 CO2 mapping next 26:32

8M ago26:32

26:32

SCA in March launched three big tech bets for its LiSTNR master app – a customer data platform (CDP), customer-specific data matching clean rooms and dynamic creative optimisation. The bets are paying off and SCA is no longer reliant on third party data sources. Execs say the platform and its 2.1m logged-in users already command over 40 per cent of…

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Active attention for longer: Out of home study goes global as MRC moves on attention metrics, signalling programmatic surge, challenger brand boost 30:31

9M ago30:31

30:31

A decade after launching viewability metrics, the Media Ratings Council is moving to standardise attention metrics globally. That means buying media based on attention metrics will scale faster. But a world first out of home study into attention by QMS and Amplified Intelligence is already going global – and the findings for brands are huge. In sho…

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TikTok-Tracksuit data: 60% brand awareness triples conversion; 37% awareness is sweet spot for DTCs, start-ups 46:06

9M ago46:06

46:06

TikTok marketing science chief Rory Dolan says performance media costs are soaring while conversions flatline. He has the data to prove it. After mapping TikTok platform activity with Tracksuit’s brand tracking data, Dolan has one key message – invest in brand to boost conversion and beat biddable auction inflation: “Advertisers with 60 per cent-pl…

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Writing for bots: Conversational commerce ‘explosion’ set to trigger up to $200bn in global brand content contracts – Deloitte Digital 53:29

9M ago53:29

53:29

Six months ago conversational commerce wasn’t really on the radar of Deloitte Digital’s National Partner Lead Leon Doyle. Now Doyle is reorganising his entire content team around it – and believes it’s coming at the $200bn content industry like a freight train. AI-powered chatbots and the speed at which all major platforms are developing and deploy…

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Redefining growth marketing with Joel Harrison, Editor-in-Chief at B2B Marketing 22:51

9M ago22:51

22:51

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Joel Harrison, Editor-in-Chief and co-founder of B2BMarketing.net, the leading community for B2B marketers, to explore the shift from lead generation to growth marketing, drawing insights from B2B Ignite, their flagship event. He challenges the ambiguity of "growth marke…

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‘Really mediocre outcomes’: Oxford Uni professor says Byron Sharp and Ehrenberg-Bass’ marketing science rules no longer hold – 1,000 campaigns, 1 million customer journeys as evidence 56:58

9M ago56:58

56:58

Associate Professor Felipe Thomaz, of University of Oxford’s Saïd Business School, suggests Professor Byron Sharp’s best known book, How Brands Grow, is a misnomer – it’s actually about how big brands keep big marketshare, not how they got there. He also says it’s based on flaws within Andrew Ehrenberg’s earlier work, primarily static markets and a…

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Enforcement mode: Privacy Commissioner Carly Kind takes aim at widespread pixel data spillage, loyalty, data enrichment, broking and geolocation targeting under existing laws 48:27

9M ago48:27

48:27

Privacy Commissioner Carly Kind was “surprised” – read underwhelmed – by the first tranche of Privacy Act legislation laid before parliament last month. But she says the hard stuff is still coming after the election, which means businesses now diverting budgets away from compliance to other activities may regret it, especially as the regulator has …

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‘There’s a lot of junk’: Top VC firm Luma Partners’ Terry Kawaja says adtech ‘refuses to grow up’, did ‘a terrible job’ on privacy, backs ad activists to force a clean-up and says a Google ad break-up ... 40:21

10M ago40:21

40:21

Part One: Seven companies now account for a third of the total value of the US S&P 500 – and the bulk of their collective trillions in market value happens to come from marketers and advertising. It’s a crazy number, but Terry Kawaja, the fast talking banker, considered by some the ‘godfather’ of adtech start-up investment, says another wave of adv…

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Paramount global and local sales chiefs on converged trading, blended CPMs and why allowing streaming subscribers to opt into ad tiers is optimal 33:41

10M ago33:41

33:41

Paramount went early on both converged trading and a streaming ad tier in the US. Now it’s doing likewise in Australia and Lee Sears, Paramount’s international ad sales chief, thinks both plays will pay off for the media and entertainment conglomerate, its advertisers and crucially – viewers. Unlike some rivals, Paramount didn’t push subscribers au…

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‘Don’t waste millions training LLMs for marketing and commerce, tap autonomous AI agents like Gucci, Saks, Wiley, Fisher & Paykel’ – Salesforce global CMO on AI’s ‘third wave’ 25:45

10M ago25:45

25:45

Salesforce reckons it’s the end of the DIY AI era – and global CMO Ariel Kelman is tasked with addressing what his CEO, Marc Benioff said last week is Salesforce's biggest marketing challenge: convincing global markets to think less about Open AI, Microsoft copilots and other generative AI companies that require businesses to custom-bake the tech i…

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Virgin Velocity measured incrementality across media channels, proved TV+BVOD+OOH deliver more uplift, launched first brand push, saw member growth trend soar 35% 34:03

10M ago34:03

34:03

Before launching its first-ever brand campaign, Virgin Velocity had to convince finance and commercial teams that investing in brand would drive long-term demand, re-engage its 10m members – and ultimately power growth. So it tapped Beatgrid, the same cross-media measurement platform used by Virgin Australia when relaunching its airline brand. Beat…

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Kincoppal girls’ only high school principal: ‘Social media the most damaging influence I’ve ever seen’, backs 16 age limit but ex-Facebook ANZ boss warns of fallout as brands stay silent 40:36

10M ago40:36

40:36

The proposed ban on social media for teens has polarised industry and academia with warnings aplenty it could backfire. Ex-Facebook ANZ MD Liam Walsh argues rather than a ban, dumbing down the algorithms, forcing algorithmic transparency through regulation or removing them altogether – could actually be the solution if fears of the effects of algor…

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Streaming services have peaked as 2025 ad take set to surge to $200m; Amazon Prime, Kayo, Binge lead local market with ‘sophisticated’ human sales teams but too many streamers to support with ads - Omnicom ... 45:09

10M ago45:09

45:09

The latest analysis of SVOD growth rates from tech and telco analyst Telsyte proves one thing: fear of streaming services losing subscribers by pivoting to ads is overblown: They’re growing – though some more than others. MD Foad Fadaghi says ads, plus AI personalisation, integration and format innovation, will power the next growth cycle but strea…

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Peak ecom? Investment banker turned ecom entrepreneur says social, search ad rates, customer aqcuisition now unviable for ecom pureplay, DTC profits without retail media 38:33

11M ago38:33

38:33

For anyone in ecom or performance marketing, this podcast is a must listen. Forget ROI and ROAS, think unit economics, says former investment banker (her last big deal was the Myer float) turned entrepreneur Carla Penn-Kahn. She was early into ecom and left Credit Suisse to launch four of her own –Kitchenware Australia, A Gift Worth Giving, Everten…