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 28 Apr 2021 - 4 min read

Curated marketplaces bring new opportunities for buyers in 2021

By Erica Blakslee - Senior Account Director, Xandr

Curated marketplaces add another layer to the programmatic ad ecosystem. But that's no bad thing: they can bring buyers and...

Industry Contributor 27 Apr 2021 - 4 min read

Australia, the perpetual laggards in a booming e-commerce world?

By Nancy Lan, Managing Director - Starcom Sydney

Covid forced Australia to embrace the digital age, and condensed 15 years e-commerce growth into a single year. But even so,...

Industry Contributor 26 Apr 2021 - 4 min read

Data: It’s in the way that you use it (or why marketers may have a consent problem)

By Clay Gill, CEO - Matterkind

Matterkind CEO Clay Gill says marketers must quickly get to grips with a post-cookie world – and what looming regulation...

Industry Contributor 23 Apr 2021 - 5 min read

Is your creative culture kindergarten scribble?

By Karl Treacher, CEO - Brand Institute of Australia

I wrote a little piece about how the better marketers (and leaders) intuitively understand how limited Simon Sinek is – yes,...

Industry Contributor 23 Apr 2021 - 3 min read

Deliver the why, not just the what: How the insights business is changing

By James Jayesuria, Partner and Managing Director - Nature Research

Post-pandemic, insight providers are in high demand as brands attempt to to quickly adapt to a new environment. So how to get...

Industry Contributor 20 Apr 2021 - 4 min read

This article is tweaked for this audience: our campaigns must do the same but automated creative from the machines not the fix

By Brett Dawson, CEO - Bohemia Group

Automated, or dynamic creative from the machines, where modular ads are created at page load speed based mostly on a few...

Industry Contributor 20 Apr 2021 - 6 min read

How to spot opportunities, watch for pitfalls and avoid hyperbole in the age of machine learning

By James Dixon, Chief Digital Officer - Atomic 212

Artificial intelligence (AI) and Machine Learning (ML) are shiny buzzwords in the marketing toolkit. But there are huge...

Industry Contributor 14 Apr 2021 - 3 min read

Seven sales boss: linear TV still carries clout but brands must utilise cross screen strategy to succeed

By Kurt Burnette, Chief Revenue Officer - Seven West Media

Seven's Chief Revenue Officer Kurt Burnette refutes the notion that one television model is being traded off for another, as...

Industry Contributor 14 Apr 2021 - 4 min read

Black data matters: My new phone camera has built-in bias against darker skin

By Maurice Riley, Chief Data Officer - Digitas Australia & New Zealand

When Digitas data boss Maurice Riley used his new phone's camera at an Easter lunch to take a picture of his partner and...