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 22 Feb 2022 - 5 min read

Leading BPAY Group’s product team when you have never worked in product: A marketer’s guide to working outside of marketing – and backing your skills to deliver

By Brittany Kury - Head of Product, BPAY Group | Scholar, The Marketing Academy

After the best part of a decade in marketing at BPAY Group, Brittany Kury last year backed herself to take on the Head of...

Industry Contributor 18 Feb 2022 - 3 min read

It’s only February but we already need to head off burnout – before it's too late

By Sharni Ames - Head of Solutions, Hatched

Covid has increased the hours worked and workloads. Without the relaxing summer we all expected, that’s a recipe for burnout...

Industry Contributor 14 Feb 2022 - 5 min read

Tall orders, tall poppies, no booze and active shooter training – ex-cruise line marketer on navigating the US-Australian corporate cultural divide while Covid sunk the world

By Jayne Andrews - UK-based consultant, ex-Senior Director, Brand & Advertising, Carnival Cruise Line (North America) | Scholar, The Marketing Academy

Jayne Andrews went from running Carnival Cruise Line’s Australian marketing operations to heading its brand and advertising...

Industry Contributor 8 Feb 2022 - 4 min read

First party walled gardens: How CommBank, Woolworths, Coles, Visa, Mastercard are taking on Meta and Alphabet, and where that leaves everyone else

By Tim Tyler - Managing Partner, Ellipsis & Co.

CommBank is leading the counteroffensive against platforms that are eating the world, with Woolies, Coles and the major card...

Industry Contributor 7 Feb 2022 - 6 min read

Harvard, McGill and Melbourne Uni designed a creativity test algorithm: Here’s how Optus Innovation Strategy lead Anshika Grover scored – and why competency hinders creativity

By Anshika Grover - Innovation Strategy Lead, Optus | Scholar, The Marketing Academy

There is so much uncertainty around creativity that “we often reject it for predictability and convention”, Anshika Grover ci...

Industry Contributor 4 Feb 2022 - 4 min read

How far should we take behavioural science into media planning and buying? Much further than you think

By Sarah Heitkamp - Head of Strategy & Planning - Sydney, Zenith

Our brains are hardwired to take shortcuts and make decisions in microseconds based on in-built biases. Media planners can...

Industry Contributor 31 Jan 2022 - 4 min read

How challenging my (big) little fears beat the professional and personal imposter

By Heath Evans - Marketing & Communications Lead, Blockchain Australia | Scholar, The Marketing Academy

Fear swept through Blockchain Australia's Marketing and Comms Lead Heath Evans at the thought of an invite to stand on stage...

Industry Contributor 25 Jan 2022 - 4 min read

Why ‘nano degrees’ are white hot for privacy, cookies, Web 3.0, NFTs, the metaverse and beyond; Mr Ritson won’t be happy

By Lisa Vitaris - CMO, Tyro | Scholar, The Marketing Academy

Tyro CMO Lisa Vitaris recently completed 'nano degrees' in privacy changes, the deprecation of third-party cookies and how...

Industry Contributor 24 Jan 2022 - 3 min read

Digital transformation will fail because today's marketers lack the skills to deliver it

By Teresa Sperti - Founder & Director - Arktic Fox

Australia’s brands continue to scramble to digitally transform. The problem is, they don’t have the capability. Chronic...