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 5 May 2022 - 4 min read

‘Find me 20 per cent savings’: Connected TV’s BVOD frequency issue has many guilty parties, including advertisers and ad tech firms

By Clay Gill - CEO, Matterkind AU

Advertisers and ad tech providers must share the blame for BVOD’s endless repeating ads. There is a solution to the problems...

Industry Contributor 25 Apr 2022 - 4 min read

Skin changes everything: CommBank brand strategist on learning to take risks in marketing and why everyone should start a business

By Anna Bay - Executive Manager Brand Strategy, CommBank | Founder, The Dinner App | Marketing Academy Scholar

Go forth and do, says Anna Bay. The CommBank Executive Manager, Brand Strategy, has this year also launched her own business,...

Industry Contributor 7 Apr 2022 - 5 min read

Flip your thinking: How to conquer your inner imposter and join the c-suite within five years

By Pamela Bishop - COO, Blooms The Chemist | Marketing Academy Scholar

Pamela Bishop named her inner imposter Marella. By naming her enemy, she conquered fear and within five years had become a...

Industry Contributor 5 Apr 2022 - 4 min read

The great rebrand: Latest data shows B2B drive for CX over product marketing; major brand investments in 2022, rebranding or reinventing to ward off start-ups

By Joel Thomson - Head of Strategy, Green Hat

After betting most of the farm on lead-gen, B2B marketers are emerging as the new brand converts. Latest data shows more...

Industry Contributor 28 Mar 2022 - 3 min read

What got you here, won’t get you there: How to create a reinvention mindset and stay ahead of the transformation consuming media and marketing skillsets

By Emily Murren - Director, Consumer Marketing, Domain | Marketing Academy Scholar

Have you been in the same role for a while and feeling a bit flat and stagnant? Is digital transformation making you question...

Industry Contributor 24 Mar 2022 - 4 min read

NFTs are a passing fad, the metaverse is just a faster horse, and web 3 will replace surveillance capitalism with digital servitude... but selling digital goods to gamers is making serious money

By James Hier - Chief Growth & Product Officer, Wavemaker

Back after a Covid-induced three-year absence, this year’s SXSW was dominated by evangelists who would have you believe Web 3...

Industry Contributor 24 Mar 2022 - 6 min read

Disruption is dead: Businesses are being sold a myth of transformation – and it’s going to prove costly

By Nick Keenan - CEO, Starcom

Consultants are busy selling transformation to brands that fear being the next victim of overnight disruption. Don’t believe...

Industry Contributor 21 Mar 2022 - 5 min read

The earned is not always enough: Why corporate comms is eyeing off paid media

By Neil Shoebridge - Co-Founder and Partner, SKMG

Corporate communications people don’t need to, and shouldn’t, be running big ad campaigns, says SKMG's Neil Shoebridge. But...

Industry Contributor 21 Mar 2022 - 4 min read

This is not a drill: Your current version of Google Analytics is about to stop working; kiss goodbye to year-on-year data

By Gary Nissim - Managing Director, Indago Digital

In July 2023 Google is sunsetting its current version of Google Analytics. GA4 is replacing Universal and none of your old...