From the imperative to ditch short-term dashboards to the unveiling of a world-first partnership, here are the five most commercial and cutting takeaways from the day.
1. Ditch Last-Click, Earn Your Boardroom Seat
The biggest headline is the final death of last-touch attribution (LTA). Henry Innis set the tone, arguing LTA wasn’t a measurement tool but an “early hack” created to sell ad formats, which ultimately shrinks the ambition of an entire industry. The universal theme was that LTA makes marketing “smaller” in the boardroom. The antidote? Independent measurement that informs strategic, long-term decisions and gives marketers a louder voice internally.
Last touch attribution has made marketing smaller than ever in the boardroom; it’s time for the kind of measurement that stands tall.
— Henry Innis, Mutinex
2. Creativity is the Unknown Multiplier
In the age of hyper-optimisation, creativity is the last great frontier for effectiveness. Panelists repeatedly stressed that great creative has both an efficiency and effectiveness multiplier. While AI is currently erring towards the homogeneous middle, the sheer uplift from standout ideas is massive. The call-to-action is clear: measure the impact of creative to build the case for giving more breathing room to big ideas.
Creativity is the unknown multiplier in most MMM models today. We know it drives impact but exactly how much?
— Jessica Gilby, News Australia
3. The CMO’s New Currency is Commercial Influence
The modern marketing leader’s job is to prove they are a true business leader, not just a brand custodian. Complacency kills influence. Instead, leaders must understand the P&L intimately and speak the language of finance. Leaders like Adele Coswello (MyCar) demonstrated that earning influence comes from a ground-up, customer-centric approach that’s demonstrated across the entire business — not just the Senior Leadership Team.
Until you speak the language of finance, you will never be seen as a true business leader.
— Brian Phan, Asahi
4. Speed + Agility is the New Competitive Moat
Hypergrowth companies don’t succeed due to a consistent behaviour, but rather focus and a culture of speed and experimentation. Agency and brand leaders agreed that modern MMM is forcing businesses to reevaluate their speed-to-answers and what they do with the intel they glean. This ‘agency agility’ — the ability to pivot the plan when the leads aren’t there — is key to sustaining growth.
Modern MMM is making businesses look inwards and ask: are we willing to change our media spend faster?
— Kristiaan Kroon, OMG
5. Marketing Superintelligence: WARC x MAITE + Campaign Varying
The final and most impactful announcement was Mutinex charting a pathway to Marketing Superintelligence. This is driven by two major product moves that elevate the measurement debate beyond pure ROI:
- WARC x MAITE: A world-first partnership integrating WARC’s definitive effectiveness database directly into MAITE. This unites a brand’s internal performance data with external effectiveness context, allowing for actionable growth answers on demand.
- Campaign Varying: This new modelling technique moves past channel-level accuracy to deliver granular, publisher/format/creative-level ROI. It directly addresses how effectiveness changes from one campaign to another.
The result is a system that connects internal performance and external context, making it easier than ever to get fast, comprehensive answers.
This is the future.
— Henry Innis, Mutinex
The Wrap
The day was less an event and more a declaration: marketers deserve better, measurement must evolve, and the independent, transparent path is the only way forward to rebuild confidence and ambition.
Stand by for individual session blogs, video highlights, and complete session recordings — all to be released on LinkedIn in the coming weeks.
