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 17 Mar 2022 - 3 min read

Can marketers achieve their global career dreams… from Asia Pacific?

By Leandro Perez - Vice President , Asia Pacific Marketing, Salesforce | Marketing Academy Scholar

Swapping Sydney for San Francisco was a major career accelerator for Leandro Perez. He was headhunted by Salesforce and,...

Industry Contributor 16 Mar 2022 - 4 min read

If agency heads can't say no to a pitch, they lose all their power, all their profit and eventually, all of their business

By Dan Beaumont - Managing Partner, The Royals

Preoccupation with revenue growth means agency heads can rarely say ‘no’ to a pitch, and that transfers all the power to the...

Industry Contributor 16 Mar 2022 - 4 min read

Is trade retail the new programmatic 'black box'? Retailers squeezing marketing budgets must be challenged

By Pia Coyle & Will Chapman - Managing Partners, Avenue C

Advertisers' survival at shelf and online depends on strong relationships with the businesses that are now selling them...

Industry Contributor 14 Mar 2022 - 4 min read

Segmentation eats representation for breakfast: why Google might find virtue signalling over effectiveness ends badly

By Sergio Brodsky - Founder and Principal Consultant at Surge | Scholar, The Marketing Academy

“If my attention is going to get taxed, I’d rather experience it with a relevant proposition than one disguised as a moral...

Industry Contributor 9 Mar 2022 - 3 min read

After International Women’s Day, is positive change plateauing? Plus one genuine LinkedIn leader walking the talk

By Chris Howatson - Founder & CEO, Howatson+Company

Having attended a corporate breakfast, liked a support post and acknowledged a colleague for their contribution to progress,...

Industry Contributor 7 Mar 2022 - 4 min read

Breaking bad: it’s time to ditch ‘fight or flight’ chaos work state and reset for personal growth – before the wheels come off

By Stephanie Douglas-Neal - Managing Director, PHD Sydney

Agencies across Australia reopened their doors and welcomed back staff last week. But the ‘new normal’ has to change, says PH...

Industry Contributor 1 Mar 2022 - 4 min read

Tumbleturn Media boss: Clients must lean into the media agency talent crunch – or carry on behaving badly, make it worse and pay the price

By Jen Davidson - Principal, Tumbleturn Media

The talent supply versus demand trajectory isn’t pretty and brands are exacerbating the crunch by issuing unreasonable...

Industry Contributor 28 Feb 2022 - 5 min read

My Muscle Chef marketing boss: For anyone leaving agencies to go brand-side, here’s what you need to know about strategy, tactics and the myth of best practice

By Liam Loan-Lack - Head of Marketing, My Muscle Chef & Scholar, The Marketing Academy

Marketing Academy Scholar Liam Loan-Lack joined My Muscle Chef from UM last October. For those thinking about leaving...

Industry Contributor 23 Feb 2022 - 4 min read

Brands need to remember Mardi Gras was a protest before it was a party

By Josh Green - Associate Strategy Director, Spark Foundry

Just because a brand can align itself to Mardi Gras doesn’t always mean it should, says Spark Foundry’s Josh Green. Those...