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 27 Oct 2021 - 4 min read

Why the CTV industry needs to invest in content metadata for OTT ads – and partner up or limp along

By Niki Banerjee - Market Development Director, Xandr

There's been no standardised way to talk about video content in programmatic advertising, a burden for both buyers and...

Industry Contributor 27 Oct 2021 - 5 min read

Your digital ad targeting is suffering and it’s about to get worse: what Facebook’s earnings call means for brands

By Nick Barnett - Marketing, data, digital & tech consultant

Brands are already losing digital targeting capability. But they don’t even know it, because they are not measuring it...

Industry Contributor 13 Oct 2021 - 3 min read

Programmatic stacks: Putting an end to the cold war between value and price in digital ad buys

By Joe Frazer - Managing Partner and Head of Growth, Half Dome

A single stack approach to technology may not be the best for some brands. The key factor should be value, and choosing...

Industry Contributor 7 Oct 2021 - 3 min read

How much are we being influenced by misinformation? Here's what Australians told us, and what they want

By Tim Clover - CEO, Glow

As the pressure builds on Facebook, there are massive challenges around misinformation for all news media providers and...

Industry Contributor 24 Sep 2021 - 2 min read

Google’s Indented Search listings are back – and it could be a red hot opportunity for digital marketers

By Leigh-San Mo - Head of SEO, Indago Digital

Google's Indented Search listings are back – and could be a red hot opportunity for digital marketers, because it means...

Industry Contributor 9 Sep 2021 - 4 min read

ESG: the only acronym that matters – media agencies need to get their act together

By Sarah Keith - Group MD, Active International Media & Involved Media

The world is moving on ESG. Brands are pushing suppliers – including media owners and agencies – to align with their...

Industry Contributor 7 Sep 2021 - 4 min read

Better off out of it? NSW Government risks squeezing out smaller departments, repeating past mistakes and wasting public money with ‘only holdco’ master media tender

By Sam Buchanan - General Manager, IMAA

Trinity P3 pitch consultant David Angell raised some excellent points about the NSW Government's approach and motives behind...

Industry Contributor 1 Sep 2021 - 5 min read

Digital transformation is painful, disruptive and lengthy – and it doesn’t start with technology

By Teresa Sperti - Founder & Director - Arktic Fox

Strong brands are built on cultures of innovation. Yet as the world rushes headlong into digital transformation, many...

Industry Contributor 31 Aug 2021 - 5 min read

The IMAA versus NSW Government: Indies are better off leaving the price-driven drudge work to the holdcos

By David Angell - Business Director - Trinity P3

Indie agencies railing against being precluded from the $73m-plus NSW Government master media account might actually have...