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 3 Jun 2021 - 6 min read

If I was rude on our video conference, blame my brain

By David Roddick - Commercial Executive

Why does a well mannered human become inconsiderate, disrespectful and even aggressive once they are behind glass? It happens...

Industry Contributor 21 May 2021 - 4 min read

Selling data, in a fluctuating world of data privacy and consent

By Chris Brinkworth - Operational Advisor, Narrative.io

Like oil markets, data prices are governed by supply and demand economics. The incoming changes from big platforms will soon...

Industry Contributor 20 May 2021 - 3 min read

Peter Field says the evidence to invest in this channel is “unarguable”. So is it part of your media mix?

By Vanessa Lyons - General Manager, ThinkNewsBrands

Analysis of the IPA Databank by the Godfather of effectiveness finds the inclusion of news in media schedules is “unarguable”...

Industry Contributor 14 May 2021 - 4 min read

Any adtech vendor dreaming up cookie alternatives is kidding themselves

By Simon Larcey - MD, Viztrade

As the advertising world changes fundamentally, publishers should shun adtech firms touting post-cookie ID solutions – and...

Industry Contributor 14 May 2021 - 2 min read

Marketers and ‘the business’ are not Game of Thrones-style foes, but key partners that create total experience of brands

By Andrew Holt Founder and Principal - The Whole Picture

Most brands overlook the total experience, or TX, at their peril, Andrew Holt writes. In the quest for growth, there are four...

Industry Contributor 13 May 2021 - 4 min read

Let’s talk about sex and advertising

By Annie Little, Strategy Director - The Royals

For decades, advertising has used sex to sell everything from deodorant to denim jeans and every other unrelated product we...

Industry Contributor 13 May 2021 - 3 min read

Stop bashing VOZ, it'll be worth the wait... honest

By Sarah Keith, Managing Director - Involved Media

Leader of Australian media agency Involved Media, Sarah Keith, says the TV industry's favourite past-time of bashing cross...

Industry Contributor 6 May 2021 - 4 min read

Not all cookies crumble

By Kevin Nugegoda - Optimisation and Personalisation Tech Lead, The Lumery

Google's burning cookies – and the ad industry is up in arms. But if your martech strategy is using the right cookies, your...

Industry Contributor 4 May 2021 - 3 min read

Visual search: How do people see your brand?

By Dan Benton - Neo Media World

Dan Benton, GM of GroupM performance marketing agency Neo Media World, casts an eye over the vast opportunities for marketers...