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 30 Mar 2021 - 2 min read

Why the digital marketing pendulum is swinging back to insourcing

By John Vlasakakis, Head of organic search - Next & Co

Hybrid digital marketing models are rising in popularity, but what happens next? If your digital marketing manager resigns,...

Industry Contributor 29 Mar 2021 - 4 min read

What the FLoC is happening with cookies? Marketers need to wise up, or explain why they are losing money to the board

By Andrea Martens, CEO - ADMA

Cookies are a proxy war for much bigger changes to the digital marketing landscape – and marketers could find themselves...

Industry Contributor 24 Mar 2021 - 3 min read

If desks could talk: The fish rots from the head

By Anna Cherry, Head of Strategy - Spark Foundry

The problem of sexism in advertising is symptomatic of a much deeper societal pandemic sweeping the country. We need to...

Industry Contributor 18 Mar 2021 -

Privacy wars – the fallout will be on marketers

By Luke Brown - CEO, Affinity

The wars now being waged under the banner of privacy between Google, Apple and Facebook are turning up the heat on brands and...

Industry Contributor 17 Mar 2021 - 3 min read

The cash controversy: Woolies counts the cost

By Harry Corsham - Partner, Town Square

So what happened last week with Woolworths cancelling its cashless store trial? Why the controversy? Didn’t cash go the same...

Industry Contributor 8 Mar 2021 - 2 min read

Google's 'privacy pivot': here's the digital marketing tools set to be hit

By James Dixon, Co-Founder & Chief Digital Officer - Atomic 212°

Which digital marketing techniques are set for high impact as Google's third party cookie cull all but ends targeting...

Industry Contributor 8 Mar 2021 - 2 min read

What every marketer needs to learn from the meteoric rise of ‘buy now, pay later’

By Dan Monheit, Co-Founder - Hardhat

Behavioural economics biases propelled Australia’s ‘buy now pay later’ industry from start-up to mass enterprise in six years...

Industry Contributor 4 Mar 2021 - 4 min read

Tech giants and acquisitions: Can anything curb the Hungry Hippos' appetites?

By Leigh Terry - CEO, Asia Pacific, IPG Mediabrands

Between them, the FAMGA tech giants — Facebook, Amazon, Microsoft, Google, and Apple — have gobbled up more than 800...

Industry Contributor 24 Feb 2021 -

The three behavioural factors driving Clubhouse’s massive rise

By Bethanie Blanchard - Strategy Lead, Carat Melbourne

Clubhouse is the newest social platform to gain significant traction globally since TikTok, with 4 million downloads in just...