Opinion

Brent Smart on the creative work that he thinks makes the grade. The IAG chief marketer and former ad agency exec picks out a big budget Super Bowl smash, somewhat reluctantly; an everyday local hero; and an ad that tries to be funny - and actually is.

Minority shareholders are set to vote in April on WPP's Australian takeover deal. Sir Martin Sorrell has eyes on WPP assets and more deal talks like those between Publicis and private equity firm CVC last year are predicted. Industry consolidation, say some, is on.    

The plots are literally flying on the reason for WPP’s surprise move to reacquire the circa 40 per cent stake of WPP Australia and New Zealand that sits with investors on the Australian Stock Exchange. From secret coups to CEO reviews, the stakes are high.   

The tech giants are either funding, are on the boards or are important to the revenues of most Australian advertising and marketing industry associations, big consulting firms, the market research industry, PR groups, global ad agency networks and an armada of independent, local agency entrepreneurs and advisors. Few will talk publicly on the current, bitter stoush between Big Tech, the ACCC, the Federal Government and Big Media, except for those disdainful of Big Media – News Corp particularly. 

In numerous "advertising attention" studies now done across Facebook, YouTube, Instagram and TV in Australia and international markets, Professor Karen Nelson-Field has data which answers the critical question many marketers and media specialists are either still not asking or care for: How much time does an ad need in front of a user or viewer to be effective? On average around 50% of "time-on-screen" has no viewer attention paid at all. And no platform is immune. Here's everything you need to know - fast.  

Brent Smart’s move to break ties with the social platform’s elite industry advisory board in Australia is significant - it’s the first public move by any Australian marketer or brand on Facebook since a boycott started in the US pressuring the social media behemoth for greater controls on misinformation and hate speech. Is this one different? 

McDonald’s CMO Jenni Dill has called time on her four-year tenure, with all manner of rumblings on why the quick exit. Campbell Arnott’s and Lion have also seen their CMOs exit and more marketer movement is afoot elsewhere. What’s going on?    

Outrage, nark and constant negativity in comment threads is a terrible proxy for audience engagement, even for trade media. Everyone's talking about disruption so how about industry and publishers walk the talk with a trial in which comments require a log-in. Something - and someone - has to give. It's time.      

It's been quite a year for the market, Mi3 and the huge response to our launch in May to help stimulate more intelligent conversations, debate and coverage across the marketing, media, agency and technology sectors. Much more is to come from Mi3 in 2020 but here's the top conversations that Mi3 readers - and podcast subscribers - piled into this year. There's insights everywhere. Take the refresher here.