Gill McHattie

Expect more structural upheaval in the $14bn ad market in the next 12-18 months as more corporates like Commonwealth Bank’s move this week to monetise owned media assets join retailers in carving out new touchpoints to customers, says Coles360 boss Paul Brooks. Broad consensus has retailer media growing 10-20 per cent at present and will exceed forecasts of a $1.6bn to $1.9bn pool by 2025.

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It's wild seeing this drop-off in AIO responses 👀 This is for one of our retail brands, where we've been monitoring 300 of their most valuable queries across brand and non-brand. Just look at the changes: → Nov '23: 89 automatic responses, 201 option to generate (290/300) → May '24: 47 automatic responses, no option to generate (47/300) → Sep '24: 0 responses (0/300) We've gone from panic to nothing to worry about 🙃 Reminder: Track/monitor your important queries to know what's going on vs. relying on third-party data that might be misleading 🤘

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🎯 Fresh agency moves after yesterday's feast! Here's what's cooking in the industry... Big account wins: @Clemgengo BBDO clinches L'Oréal ANZ for 2025 brand/social campaigns, #MGOMG snags Pets at Home from Carat, and Ogilvy PR lands TUI for First Choice and Marella Cruises. Creative innovation: Channel4 x Domino's launch first-ever pizza spa (talk about experiential marketing!), while Sky splits €341M European media between Publicis and WPP. 2024 strategy focus: Omnichannel success demands integrated CRM, seamless customer service, and data-driven personalization across all touchpoints. Quick stat: With 50% of Black Friday sales on mobile last year, how are your clients' cross-channel campaigns performing on smartphones today? #AgencyLife #MarketingStrategy #BlackFriday2024 #DigitalMarketing #AgencyNews https://lnkd.in/ejQEjHsh

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Attention doesn’t equal ad acceptance As 2024 wraps up, AdNews Australia caught up with Alex Spurzem, Samsung Ads Managing Director of Southeast Asia and Oceania, to discuss the current and future state of TV advertising. This year saw joint industry committees (JICs) uniting competitors around shared measurement standards, simplifying fragmented data across streaming platforms and improving advertisers' understanding of audience behaviors, leading to stronger ROI through streaming TV. So, what's next? Due to the fast-evolving landscape of Connected TV (CTV) it’s no longer enough to focus solely on ‘if’ viewers paid attention to an ad. In 2025 and beyond, Advertisers will be focusing on understanding where the viewer is on their journey. The next wave of success metrics will layer attention metrics with emotional response. Brands will increasingly evaluate how viewers ‘felt’ about an ad and their willingness to see more. Additionally, smart TV interfaces are becoming prime real estate for brands, with major acquisitions highlighting the power of user data. To read the full article, click here: https://lnkd.in/g-KrWG9b #SamsungAds #Streaming #CTV #2024Predictions #TVAdvertising

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“It’s one thing to talk about efficiency in how quickly we can prove a concept, but if we are not interrogating concepts enough or not interrogating insights enough, then the AI has enabled us to race to mediocrity faster." TBWA\Melbourne's Chief Creative Officer, Paul Reardon, sits down with Danielle Long from The Growth Agenda - The Australian, to chat about the potential impacts of AI on the industry, the importance of disruptive creativity and 'Collective AI' - TBWA's suite of custom cutting-edge AI tools. https://lnkd.in/gagsU8y6 #AI #disruption #thedisruptioncompany

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B2B Marketers of Aotearoa Read this excellent survey about the state of B2B Marketing. It includes - priorities - challenges - learning and development - what B2B Marketers want from the Marketing Association Here's what the Special Interest Group for B2B does - please join us by registering at the MA website (it's free!). Here's what we aim to do 1, Networking, networking, networking! We'll hook you up with other like-minded marketers to swap stories, insights, and best practices, 2, Knowledge sharing is caring. Expect B2B marketing case studies, success stories, and actionable strategies to keep you ahead of the game, 3, B2B-specific resources galore (you can find them here)! From articles, trends, to templates, we've got your back with tailored materials for B2B marketers (regardless of your industry or seniority!),  4, Shouting about B2B marketing excellence. We're here to showcase the impact of our work and champion the value of effective B2B marketing. https://lnkd.in/gHnAUTEA

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In her new role, Melanie Cook will be leveraging her extensive expertise to spearhead VaynerMedia's regional strategy team, drawing on cultural insights, emerging trends, and evolving formats to help brands shape their narrative in a way that connects with audiences. Speaking on her own appointment, Cook said, “In the age of generative AI and gate-keeping algorithms, brands risk commoditising creativity and losing the relevance and ingenuity that sets them apart. I want to work with and learn from a disruptive team that values human insight and creativity as critical to a brand’s distinction, and I found this with VaynerMedia.” Meanwhile, Tim Lindley, managing director at VaynerMedia Asia Pacific, commented, “Melanie had an affinity to our mission from the very first conversation; the world needs to change and she’s clearly up for the challenge. She brings a depth of strategic, creative and media experience that is hard to find. Her track record of building high-performing teams that are equally obsessed with consumers as they are with their own internal culture fills me with confidence. #marketing #appointment #asiapacific  ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Learn how brands can strategically implement conversational commerce and leverage these platforms to craft exceptional and personalized customer experiences in this in-depth report: https://bit.ly/3SSKVCG

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“Time for one?” 🍹 That’s the question our digital strategists asked the world of social as we had the pleasure of launching an influencer campaign with our client Australian Vintage for their brand new ready-to-drink wine spritzers, Tempus One.   A modest test and learn for a new product with a Gen Z audience saw us partnering with 4 content creators whose IG Stories sent thirsty shoppers directly to Asda, running an Instagram giveaway and initiating a gifting strategy to spread the word of these new fruity favourites, and we saw some juicy results: ✨ A combined audience reach of over 470K followers 📸 16 unique pieces of social content 📲 Hundreds of link clicks 📈 And a whole flurry of new IG followers And the best part? Watching the organic UGC roll in from those enjoying their gifted summer spritzes.   This campaign has proven that with the right strategy and partnerships, you can really make a splash—or in this case, a spritz.    But don’t just take our word for it—Tempus One is available to buy now at Asda and Amazon. 🍉🍇🍓 #ShopperMarketing #RetailMarketing #InfluencerCampaign #GenZMarketing #SocialCommerce

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As retail media ad spending in Australia finds itself on an upward trajectory, the learning curve for optimizing that investment needs to climb just as quickly. Sally Tobin, Managing Director of The Mars Agency's ANZ operation, recommends 7 actions brands should take to ensure they’re prepared to maximize retail media spending in the coming year. Get her recommendations in an exclusive article for AdNews Australia here: https://lnkd.in/gU9aAEpx #retailmedia #brandstrategy #retailmedianetworks

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Google search or Google steer..? 👀 We all knew Google’s AI overviews have dropped in Australia, but how is it rolling out? My take - by prioritising AI-generated answers, smaller competitors are going to face challenges remaining visible, while the subjectivity in content curation will limit diverse perspectives. Unless there are some more guardrails in place we are likely to see: 🙈 Market Consolidation: AI Overviews create a reinforcing loop that drives users to stay within Google’s ecosystem, making it harder for smaller players to compete. 🙉 Subjectivity in AI Content: Google’s curation choices can lead to an echo chamber effect, prioritising certain sources and perspectives while marginalising niche and emerging voices. What do you think is coming in the world of AI search & promotion of competitive products? 🧠 PS. Macquarie Business School is also a "good uni to study business sydney" check out the link in comments ↩

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I know billions are spent on loyalty marketing programs. Well then perhaps billions are wasted on loyalty marketing programs. I spent the greater part of a week with Byron Sharp, Jenni Romaniuk, Ella Ward, Justin Cohen and other fine folks from Australia's Ehrenberg-Bass Institute - the only institution I know that actually derives marketing principles from actual real-world research on how marketing programs have worked. And the learning was eye-opening. There's so much bullshit out there! This is the first in a series of quick summaries of the learning. #marketing #strategy #advertising #strategy #loyalty #CRM

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Unlocking member stories, one ad at a time! Explore how HCF Australia and Clemenger BBDO are reshaping advertising with authenticity and inclusivity. read more: https://lnkd.in/g6GJNh68 Tatiana Papavero | Tristan Graham #HCFAustralia #ValueAds #MarketingCampaign #Australia #Innovation #MarketingTechnology #adtechtoday

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🚀 New 2024 IAB Ecommerce Report 🚀 Thanks to our friends at IAB Australia and Pureprofile 1,000 Kiwis were surveyed in The Australian and New Zealand Ecommerce Report released this week, which examines the consumer attitudes, behaviours and influences driving ecommerce. IAB NZ Members can access the full report and Pureprofile infographics at our new website. Key findings include: 🛍 Retailers are a key source of product discovery. 61% of online shoppers have read or looked at content produced and distributed by retailers (such as websites and apps, emails and social posts). 🛍 Search is particularly key for product discovery for over 50s online shoppers (71%) while social media plays a greater role for 18-29s (58%) and 30-39s (46%). 🛍 Price comparison, fast shipping and free returns were all identified as increasing in importance to online shoppers this year.  🛍 Retailers need to use discounting strategically as part of a broader marketing strategy that also offers added value and relevant shopping experiences that are suited to the current economic climate, and which offer truly life enhancing convenience. A big thank you to Gai Le Roy Natalie Stanbury Pru Quinlan #ecommerce #research #partnership #digitaladvertising #digitalstrategy https://lnkd.in/gGVV7eSY

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