Industry Contributor

Industry Contributor 30 Oct 2024 - 3 min read

The perils of one-size-fits-all media planning: Challenging the status quo – and marketing science templates

By Jen Davidson - Managing Partner | Tumbleturn Marketing Advisory

Tumbleturn Managing Partner Jen Davidson has been in countless pitches where agencies treat Byron Sharp’s How Brands Grow and Binet and Field’s 60/40 rule as gospel and then use them as paint by numbers templates. “In one instance, the client’s own analysis proved that this approach – that had been...

Industry Contributor 7 Oct 2024 - 5 min read

Don’t tell them how good you are, tell them what you’re good for

By Zac Martin - Planning Director, TBWA\Melbourne

Marketers and agencies don’t spend nearly enough time thinking about Category Entry Points and building them, says TBWA\Melbourne Planning Director, Zac Martin. Here's why they should always look to 'own the occasion', with lessons from Cadbury, Nestlé, Diageo, and of course, Apple, plus Byron Sharp...

Industry Contributor 10 Sep 2024 - 4 min read

How the mighty fall: Why social media’s resistance to change is cause for more than societal concern

By Brian Vella - Managing Partner | AKQA

Regulatory and societal pressure is mounting, but social media platforms remain largely resistant to change. That's a problem for their shareholders, says AKQA Managing Partner, Brian Vella. He thinks they must accept lower returns and shift metrics from profit and engagement at all costs – or face...

Industry Contributor Library

Industry Contributor 16 Apr 2024 - 5 min read

Don’t apologise in a crisis: corporate affairs have got it wrong – it's not what the market wants, will likely lead to your resignation and won't repair the brand

By Ken Roberts - Executive Chairman and Founder, Forethought

There is a school of corporate affairs thought that wants the CEO to come out fast and sorry when the data breach – or any...

Industry Contributor 1 Apr 2024 - 5 min read

'Market distortion': Drop the Media Bargaining Code and 'rent seeking' payouts from Big Tech for ... mining sector's royalty scheme

By Henry Innis, CEO - Mutinex

Critics of the Media Bargaining Code are getting noisier as Meta's flashpoint with the Federal Government on pulling news...

Industry Contributor 21 Feb 2024 - 5 min read

Think twice before abandoning linear TV: Three-year study shows advertisers swapping out for video go backwards

By Shaun Lohman - Founder & MD, Adgile Media

An analysis of more than 500 Australian brands spanning three years found that most advertisers who jumped ship to VOD lost...

Industry Contributor 15 Feb 2024 - 5 min read

Privacy pincer: Companies need to confront the data trust hangover – before it's too late

By John Bevitt - Managing Director, Honeycomb Strategy

With sweeping reforms to the Privacy Act set to become law this year, brands and marketers face a daunting task of...

Industry Contributor 14 Feb 2024 - 5 min read

Savouring success: Recipes Australian marketers can steal from the LVIII Super Bowl cornucopia

By Gen Hoey - Creative Lead @ 72andSunny ANZ

72andSunny had six ads in the Super Bowl this week. ANZ Creative Lead Gen Hoey thinks there's a recipe for big ad success. It...

Industry Contributor 6 Feb 2024 - 4 min read

Transparency in programmatic media: Not happy? Stop investing until you are

By Dan Johns - Partner, Tumbleturn Marketing Advisory

Former media agency boss turned consultant at Tumbleturn Marketing Advisory, Dan Johns, questions whether marketers will take...

Industry Contributor 31 Jan 2024 - 6 min read

What does risk management have to do with business ambition?

By Tess Ariotti - Lead Consultant, Salterbaxter

Heightened focus on the risks of not having sustainable business practices only continues in 2024 with growing crackdowns on...

Industry Contributor 23 Jan 2024 - 5 min read

Australian business leaders are losing control of their organisations – and consultancies are to blame

By Matt Morgan - Co-Founder & Managing Director, lowercase Advisory

There's a major discrepancy between CEOs and CMOs regarding how a customer influences their business strategy. Agencies can...

Industry Contributor 29 Nov 2023 - 5 min read

Why marketers – and agencies – should pray for ad wear out

By Zac Martin - Planning Director, TBWA\Melbourne

Irn Bru has been running the same ad since 2006. It's been voted Scotland's most memorable Christmas ad. While most brands...