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Articles of Interest

Mi3 podcast: premium content audiences at all time high

News / Articles of Interest / 16th Jun 2020

Mi3 podcast: premium content audiences at all time high

Published mi3.com.au The audiences of Australian TV, news media and premium digital platforms have never been stronger with viewership and subscriptions up and a new baseline of engagement established off […]

How can you influence consumer behaviour in a post-COVID world?

News / Articles of Interest / 1st Jun 2020

How can you influence consumer behaviour in a post-COVID world?

Published adnews.com.au With their usual choices unavailable during the pandemic, consumers turned to new brands disrupting long-held loyalties. So how can brands be included in this consideration set or stay […]

It’s all about content as networks prep H2 2020

News / Articles of Interest / 27th May 2020

It’s all about content as networks prep H2 2020

Published mediaweek.com.au ThinkTV’s Kim Portrate tells Mediaweek that Australia’s TV broadcasters are just getting started with hundreds of hours of content yet to come in 2020 Click here for more

Based on how people are feeling, how should brands approach advertising during this ‘unprecedented’ crisis?

News / Marketing during a crisis / 18th May 2020

Based on how people are feeling, how should brands approach advertising during this ‘unprecedented’ crisis?

Published mi3.com.au By Orlando Wood There has been no reduction in advertising’s ability to connect with people despite research showing the general deterioration of mood across the globe. Click here […]

Lockdown paint advertising campaign is truly an inspiration

News / Marketing during a crisis / 18th May 2020

Lockdown paint advertising campaign is truly an inspiration

By simply staying on air during the pandemic, Inspiration Paint’s retail sales are up 65% compared to the same period last year. By Mark Ritson Published theaustralian.com.au

Marketers: What next? It’s a global question

News / Marketing during a crisis / 13th May 2020

Marketers: What next? It’s a global question

If there’s any solace to be had right now it’s that marketers around the globe are being asked the same questions about how to manage the impact of COVID-19 and […]

Marketers urged to keep up brand messaging during Covid-19

News / Marketing during a crisis / 4th May 2020

Marketers urged to keep up brand messaging during Covid-19

A new campaign backed by an alliance of media outlets is urging brands not to wind back their marketing and advertising efforts in the midst of the Covid-19 pandemic. The […]

What happens if I stop advertising during CV-19?

News / Marketing during a crisis / 2nd May 2020

What happens if I stop advertising during CV-19?

Given the economic impact of CV-19, it’s tempting to cut advertising spend. While that may help to balance the P&L in the short term, it pays to consider the long […]

Fortune favours the brave: The spoils will go to the brands having a go

News / Marketing during a crisis / 24th Apr 2020

Fortune favours the brave: The spoils will go to the brands having a go

COVID-19 hasn’t dealt marketers an easy hand, yet many great Aussie brands have shown they know exactly how to play their cards, and they’re the ones who will come out […]

Brands advertising during CV-19: Burger King

News / Marketing during a crisis / 13th Apr 2020

Brands advertising during CV-19: Burger King

Burger King is one of the brands that pivoted to respond to changing consumer behaviour with CMO Fernando Machado telling Digiday the brand changed tack creating new assets in 72 […]

Maintaining share of voice is key in recessions

News / Marketing during a crisis / 13th Apr 2020

Maintaining share of voice is key in recessions

According to research by Ebiquity, advertisers that boosted spending levels in a recession gained 1.6 percentage points in market share in the first two years of a recovery. Published warc.com

Australians are fine with your brand continuing to advertise, even if it’s not COVID-19 related

News / Marketing during a crisis / 9th Apr 2020

Australians are fine with your brand continuing to advertise, even if it’s not COVID-19 related

In times of crisis, it can be tempting to go into containment mode. But there is a unique window for brands to show leadership and earn trust by maintaining their […]

Brands advertising during CV-19: Bird’s Eye

News / Marketing during a crisis / 6th Apr 2020

Brands advertising during CV-19: Bird’s Eye

As a ‘brand of reassurance’, Birds Eye feels a responsibility to stay on air and remain connected to consumers during the coronavirus pandemic. Bird’s Eye UK and Ireland marketing director […]

If you’re in marketing, now is a time to spend, not bend

News / Marketing during a crisis / 6th Apr 2020

If you’re in marketing, now is a time to spend, not bend

As long as there have been marketers, we have been studying advertising’s impact on sales during and after a recession. And what this study tells us is now is the time to […]

The history of advertising in a recession

News / Marketing during a crisis / 3rd Apr 2020

The history of advertising in a recession

History provides plenty of examples of brands that have successfully navigated recessions. Case in point, during the 1991 recession, in the US, McDonald’s dropped its advertising budget. Pizza Hut and […]

Planning for the spring back

News / Marketing during a crisis / 2nd Apr 2020

Planning for the spring back

Start preparing now for the Rocking ‘20s – life after CV-19 – by making marketing what it should be and was before we slipped into treating media as an expense […]

Advertising through a recession

News / Marketing during a crisis / 1st Apr 2020

Advertising through a recession

‘Going dark’ and focusing on short-term price promotions during a recession are strategies that will be counterproductive as they erode brand equity measures, stifle growth, and put brands at competitive […]

Nielsen: How marketers should be dealing with the coronavirus

News / Marketing during a crisis / 1st Apr 2020

Nielsen: How marketers should be dealing with the coronavirus

Consumers homebound by the pandemic are having an immediate impact on brands, according to analysis by Nielsen with global research highlighting how pulling back on advertising spend will cut expenses […]

Navigating TV advertising during and after coronavirus

News / Marketing during a crisis / 31st Mar 2020

Navigating TV advertising during and after coronavirus

TV advertising will have a critical role to play in the coming months and advertisers will need to look at existing creative to ensure it speaks to current sensitivities. Short- […]

Brands should take opportunity ‘to shine’

News / Marketing during a crisis / 31st Mar 2020

Brands should take opportunity ‘to shine’

According to GfK’s client strategy director Joe Staton, this is the time for known brands to come into their own as consumers look for certainty and reassurance. By Ellen Hammett […]

Crisis a ‘time to build brands’

News / Marketing during a crisis / 30th Mar 2020

Crisis a ‘time to build brands’

Industry executives are urging brands to connect with home-bound con­sumers, who are ferociously consuming media, and to start planning now for the recovery. By Lilly Vitorovich Published theaustralian.com.au

COVID-19: How the media is driving behaviour change

News / Marketing during a crisis / 30th Mar 2020

COVID-19: How the media is driving behaviour change

Behavioural science has important lessons for how media is used during the ongoing pandemic and brands can benefit from these learnings.  By Michaela Jefferson Published mediatel.co.uk

Australia’s TV broadcasters respond to COVID-19

News / Marketing during a crisis / 30th Mar 2020

Australia’s TV broadcasters respond to COVID-19

From advice on how to tackle the marketing challenges presented by the coronavirus to messages of hope and solidarity, ThinkTV has collated the responses from Australia’s TV broadcasters as they speak to […]

Brands must desist from freezing advertising plans: Kantar

News / Marketing during a crisis / 30th Mar 2020

Brands must desist from freezing advertising plans: Kantar

Kantar estimates a six-month absence from TV will result in a 39% reduction in total brand communication awareness, potentially delaying recovery in the post-pandemic world. By Rahul Sachitanand | Published […]

Defending your marketing budget in times of COVID-19

News / Marketing during a crisis / 30th Mar 2020

Defending your marketing budget in times of COVID-19

If your budget is under threat, the CFO may not understand that although cutting brand-building investment may have a short-term impact on the bottom line, it will be detrimental for […]

Kantar research finds national media channels are the most trusted information source

News / Marketing during a crisis / 27th Mar 2020

Kantar research finds national media channels are the most trusted information source

Kantar’s latest study, ‘Covid-19 Barometer,’ examines how the pandemic is influencing consumer attitudes, behavior, and expectations, along with how advertisers should respond to stay relevant in these times. By Nathan […]

Step up and focus on the silver lining

News / Marketing during a crisis / 27th Mar 2020

Step up and focus on the silver lining

Research by The Lab and Nature Research confirms that people expect brands to step up, to lead by example, to be part of the collective good in such uncertain times. And for brands looking […]

During COVID-19, Aussies are choosing trusted brands that deliver safety and value

News / Marketing during a crisis / 27th Mar 2020

During COVID-19, Aussies are choosing trusted brands that deliver safety and value

New research from Kantar suggests Aussies want brands to focus on affordable pricing, deals and promotions, easy availability of products and services (especially, supermarkets, banking, FMCG) and products and services […]

How to leverage brand purpose in the grip of COVID-19

News / Marketing during a crisis / 26th Mar 2020

How to leverage brand purpose in the grip of COVID-19

Right now, brands should be thinking about how to use their marketing for public good and that means messaging should change to be about how they can help people through this […]

Peter Field: Going dark is no way forward

News / Marketing during a crisis / 26th Mar 2020

Peter Field: Going dark is no way forward

The Godfather of effectiveness, Peter Field, says the only sensible course for any advertiser who wants to maintain a presence through CV-19 is putting money into long-term brand building because […]

Companies and leaders will be judged on how they respond to the coronavirus crisis

News / Marketing during a crisis / 26th Mar 2020

Companies and leaders will be judged on how they respond to the coronavirus crisis

Many sectors will not have the capacity to think beyond their own survival, but some will and they will be judged on whether they stood up in a time of […]

Now is the time for brands to lean in

News / Marketing during a crisis / 25th Mar 2020

Now is the time for brands to lean in

Nielsen forecasts a 60% rise in media consumption and recommends brands and agencies adjust the products being marketed as well as the tone in which messages are delivered to account for this shift in behaviour. […]

How should your brand respond to COVID-19?

News / Marketing during a crisis / 25th Mar 2020

How should your brand respond to COVID-19?

Kantar research finds the long-term prognosis for many brands will be uncertain if they don’t respond correctly to the COVID-19 pandemic. By Joe Mandese Published mediapost.com

How to advertise during COVID-19

News / Marketing during a crisis / 25th Mar 2020

How to advertise during COVID-19

By Rob Clapp Published warc.com As new media consumption habits take hold and brands grapple with whether the best approach is short-term sales activation or long-term brand building, research by […]

The optimal media mix during COVID-19

News / Marketing during a crisis / 24th Mar 2020

The optimal media mix during COVID-19

By Emma Black and George Groves Published mumbrella.com.au Research by McCann Melbourne shows where ad dollars are working hardest during the crisis and how to optimise campaigns to accommodate social […]

Consumers want reassuring brand messages during COVID-19

News / Marketing during a crisis / 23rd Mar 2020

Consumers want reassuring brand messages during COVID-19

Research by the American Association of Advertising Agencies reveals consumers want messages that are “reassuring from the brands I know and trust,” with 40% of survey respondents interested in what […]

What marketers should do as the apocalypse hits

News / Marketing during a crisis / 22nd Mar 2020

What marketers should do as the apocalypse hits

Businesses are facing similar challenges: how to engage with nervous customers, how to loosen spend in nervous markets, how to position solutions and the best strategies to launch products when attention is […]

Know your customers and empathise with their world

News / Marketing during a crisis / 20th Mar 2020

Know your customers and empathise with their world

By Barry O’Brien Published mumbrella.com.au Barry O’Brien thinks we’re currently living through the toughest times of this century, at least. O’Brien explains why brands need to maintain their level of […]

To spend or not to spend?

News / Marketing during a crisis / 19th Mar 2020

To spend or not to spend?

By Daren Poole Published marketingmag.com.au Learnings from the GFC suggest continued advertising spend will help brands to remain strong and recover quickly but the decision should be made on a […]

ThinkTV launches interview series with Sky News

News / Articles of Interest / 16th Mar 2020

ThinkTV launches interview series with Sky News

Published mumbrella.com.au Think TV has partnered with Sky News on an interview series which will showcase Australian CMOs and CFOs. Click here for more

Staying Put

News / Marketing during a crisis / 16th Mar 2020

Staying Put

Published nielsen.com The impact of social distancing is already driving a shift in media consumption habits with Nielsen noting that staying in our homes can lead to a 60% increase […]

COVID-19: Three scenarios for the impact on media planning

News / Marketing during a crisis / 4th Mar 2020

COVID-19: Three scenarios for the impact on media planning

Brands and agencies should be preparing strategies for three potential outcomes driven by COVID-19. By James McDonald | Published warc.com

How the complexity and duration of an advertising campaign influences effectiveness

News / Articles of Interest / 27th Feb 2020

How the complexity and duration of an advertising campaign influences effectiveness

Advertising campaigns are more effective when they target a broad audience and run for some time, according to a study of the winners of the Australian Effie Awards run by the Communciations […]

Australia’s media owners in an alliance to show advertisers that premium content works

News / Articles of Interest / 24th Feb 2020

Australia’s media owners in an alliance to show advertisers that premium content works

By Chris Pash Published adnews.com.au Australia’s biggest commercial media companies across television, radio, print and digital, have banded together to convince advertisers that premium content is the superior way to reach customers. […]

How to avoid getting lost in a sea of mediocrity

News / Articles of Interest / 29th Nov 2019

How to avoid getting lost in a sea of mediocrity

By Jamie Connolly, Wavemaker group business director Published adnews.com.au We all know that grabbing, let alone keeping people’s attention is getting harder and harder. We’ve also seen the studies and […]

Only the unreasonably ambitious will drive growth

News / Articles of Interest / 28th Oct 2019

Only the unreasonably ambitious will drive growth

By Kim Portrate, ThinkTV Published mi-3.com.au How can brands with shrinking budgets and increasing pressure to deliver dividends to shareholders be exceptional? The best way is to think about your […]

Stop paying for ineffective reach – not all connection is created equal

News / Articles of Interest / 22nd Oct 2019

Stop paying for ineffective reach – not all connection is created equal

Published marketingmag.com.au What’s the point of reaching millions if your message remains unseen, unremembered and the audience is left feeling less than compelled? ThinkTV’s Rowena Newman explains how to ensure […]

Stay connected with your customers

News / Marketing during a crisis / 5th Sep 2019

Stay connected with your customers

By Brad Adgate Published forbes.com Numerous studies show the advantages of maintaining or even increasing ad budgets during a weaker economy. Historically, advertisers that maintained or grew their ad spending […]

Australia’s hipages moves to The Block for branding push

News / Articles of Interest / 9th Aug 2019

Australia’s hipages moves to The Block for branding push

Published WARC Australian online home improvement marketplace hipages is making a big bet on TV – signing on as a major sponsor of season 15 of The Block, which will […]

‘Get off the paid search drug to build brand’: Hipages chief customer officer Stuart Tucker

News / Articles of Interest / 5th Aug 2019

‘Get off the paid search drug to build brand’: Hipages chief customer officer Stuart Tucker

Published Mi3 Former KFC, Optus and Commbank marketer Stuart Tucker has done the unthinkable for a digital pureplay targeting the $70bn market for tradies – he’s cut back paid search […]

The facts on the effectiveness of Facebook video advertising

News / Articles of Interest / 30th Jul 2019

The facts on the effectiveness of Facebook video advertising

By Kim Portrate, ThinkTV Published adnews.com.au While the debate rages on about Facebook’s My Screen report, ThinkTV’s Kim Portrate says the errors and withdrawal of the report aren’t the real […]

Warning: Numberwanging may cause blindness

News / Articles of Interest / 24th Jul 2019

Warning: Numberwanging may cause blindness

By Steve Weaver, ThinkTV Published AdNews There’s nothing like a robust, independent, factual research report to get the blood pumping on the first day of the work week and Monday’s […]

Why sports advertising is a grand slam for brands

News / Articles of Interest / 17th Jul 2019

Why sports advertising is a grand slam for brands

By Steve Weaver, ThinkTV Published Mumbrella Sport has a unique ability to create an emotional connection between brands and viewers, says ThinkTV’s Steve Weaver. And research shows advertising that stirs […]

BVOD – the ultimate reach extender

News / Articles of Interest / 16th Jul 2019

BVOD – the ultimate reach extender

Published mumbrella.com.au Trying to get more reach? Here’s the answer you’ve been searching for. Television has long been the king of reach. For decades, the platform has boasted unrivalled audience […]

Feedback is good but facts are better

News / Articles of Interest / 11th Jun 2019

Feedback is good but facts are better

By Kim Portrate, CEO of ThinkTV Published AdNews Australia’s broadcasters are far from “shortsighted” and missing an opportunity to unite, says ThinkTV’s Kim Portrate. Here she replies to comments about […]

TV increases its slice of the advertising pie

News / Articles of Interest / 6th May 2019

TV increases its slice of the advertising pie

By Kim Portrate, ThinkTV Published The Australian Monday is my favourite day of the working week. After a rousing cup of coffee and a quick walk with the dog, I […]

Context is king when it comes to TV and YouTube

News / Articles of Interest / 21st Nov 2018

Context is king when it comes to TV and YouTube

By Steve Weaver, ThinkTV Published Mumbrella When ThinkTV’s Steve Weaver discovered some surprising YouTube summer viewing figures, he decided to investigate how they really stacked up against television. As the […]

Yes, TV is your friend

News / Articles of Interest / 7th Nov 2018

Yes, TV is your friend

By Kim Portrate, ThinkTV Published Mumbrella Kim Portrate, CEO of ThinkTV Australia, argues television can work in tandem with online-only channels to deliver the best results for marketers. About a […]

Committed: Exploring millennials’ meaningful relationship with TV programming

News / Marketing during a crisis / 19th Sep 2018

Committed: Exploring millennials’ meaningful relationship with TV programming

Published thevab.com In moments of crisis, emotional attachment to TV programming sees viewers turn to multiscreen television. A survey by the VAB shows how viewers demonstrate their commitment, engagement and […]