Feb 8 • 48M

Ben Shepherd on why retail media is up with adwords as a media invention; how sales people can get his attention; and the 2023 outlook

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Tim Burrowes
Insights into the media and marketing industry from an Australian perspective, from the founder of Mumbrella and the author of the best selling book Media Unmade, Tim Burrowes
Episode details

Welcome to an interview-led edition of Unmade. Today’s primary focus is Ben Shepherd’s first in depth interview since joining Dentsu as chief investment officer. Below, there’s also an update on a down day on the ASX, via The Unmade Index.

Unmade’s paying members get access to our full archive, which goes behind a paywall after a few weeks. They also receive a preferential price on tickets to our events including RE:Made - Retail Media Unmade which is next month. Join today.

Talking Dentsu

Shepherd will direect Dentsu’s advertising firepower

In the first Unmade podcast interview of the year, Dentsu’s new chief investment officer Ben Shepherd joined Unmade’s Tim Burrowes.

In the wide-ranging interview, Shepherd explains why he sees retail media as one of the most elegant, “wealth creating” media developments since adwords; he argues that there’s nothing wrong with leaving a job after a couple of years if you feel you’re not making the impact you want to; and he explains the style he will bring to negotiations with media owners.

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Unmade Index falls on Wednesday

Most of the ASX’s media and marketing stocks saw falls on Wednesday, leaving The Unmade Index 0.59% lower.

The ever-volatile HT&E share price dropped by 5.35%, the worst on the index, while Southern Cross Austereo wasn’t far behind with a fall of 3.38%

The only big stock to grow yesterday was Ooh Media, up by 0.3%.

Meanwhile, The Market Herald rose by 4.29% as a share holder battle for control looms.

Unmade - media & marketing through an Aussie lens
The war for The Market Herald is not over
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Time to let you go about your Thursday. We’ll be back with more tomorrow, including a look at the implications of Nine’s $315m Olympics deal, announced last night. As we send this email, Unmade’s Tim Burrowes just got off a video conference call with Nine’s CEO Mike Sneesby, in which he explained his thinking. More on that tomorrow.

Audio production was courtesy of Abe’s Audio, the people to talk to about voiceovers and sound design for corporate videos, digital content, commercials and podcasts.