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 13 Dec 2021 - 5 min read

Above-the-line, performance and programmatic are deceptive terms: Here's how media agencies and marketers should reclassify media

By James Dixon - Chief Digital Officer, Atomic 212

We're using a term invented 70 years ago to classify brand spend, and countering it with increasingly outdated buckets for...

Industry Contributor 7 Dec 2021 - 4 min read

Influencer marketing faces a reckoning as regulation catches up – and an election looms

By Dan Hojnik, Head of Strategy & Planning, Involved Media

Regulation is finally catching up with influencer marketing, reckons Involved Media's Head of Strategy and Planning, Dan...

Industry Contributor 2 Dec 2021 - 4 min read

The media industry is approaching diversity and inclusion all wrong

By Raeshem Chail - Senior Communications Manager, Hatched

Top-down policies and workshops that alienate the wider workforce are doing diversity and inclusion a disservice. Hatched's R...

Industry Contributor 30 Nov 2021 - 5 min read

A sorry tale of delivery hell: Five ways agencies and brands should be putting the C into CX strategy

By Julie Dormand - Former CEO, Mercerbell & Senior Advisor, 24 Hour Business Plan

Former MercerBell CEO Julie Dormand had an infuriating experience buying furniture online. Instead of getting mad, she's...

Industry Contributor 24 Nov 2021 - 4 min read

Why a ‘camera strategy’ is the next ‘social strategy’, and how brands can learn from Hyundai and MAC Cosmetics

By Kathryn Carter - General Manager APAC, Snap Inc.

If a brand isn’t preparing a camera strategy, it’s missing out on an engaged and influential audience and a channel that...

Industry Contributor 24 Nov 2021 - 4 min read

Marketers getting braver for 2022 – a default agency pitch frenzy is the danger

By Jen Davidson - Managing Partner, Tumbleturn Media

I’ve seen clients scrolling LinkedIn while an agency, often some of the best and brightest this industry has to offer, is...

Industry Contributor 22 Nov 2021 - 4 min read

Black Friday, like Halloween, now an 'Australian thing'; search volumes, consumer spending is surging

By Sascha Bonomally – Head of Performance, Atomic 212°

Once lambasted as an American holiday, Black Friday has usurped the annual Boxing Day sales romp and become a perfect storm...

Industry Contributor 10 Nov 2021 - 3 min read

Why there’s hot corporate demand for a new marketing skillset that nobody does

By Liam Walsh - Chair, Civic Data

In recent months a number of bigger corporates have started advertising for compliance specialists in digital marketing. The...

Industry Contributor 9 Nov 2021 - 4 min read

Unpopular opinion: Last click attribution was (and kind of still is) great

By Joe Frazer - Co-Founder, Half Dome

Former IAB CEO and President Greg Stuart recently told Mi3: “Last click became a currency of the internet due to laziness,...