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 18 Feb 2021 - 4 min read

The data behind the desired: are influencers losing their influence?

By Daye Moffitt, Executive Director of Strategy - Landor

When everybody is an influencer, who do you work with? And with commoditisation, has this once hugely popular form of...

Industry Contributor 17 Feb 2021 - 3 min read

2021: Stop talking about brand purpose and start delivering better CX

By Stephen Barber, Brand Experience Director - FutureBrand Australia

Brand marketers creating purposeful brands need to venture beyond aspirational words and PowerPoint charts to prove that...

Industry Contributor 15 Feb 2021 - 3 min read

Ex-Hearts & Science digital chief turned e-commerce entrepreneur: Ten things I learned from my time in media

By Isabelle Dunn, Founder - PreppedFRESH

I’ve worked in media and marketing for more than 15 years, most recently as Chief Digital Officer at Hearts & Science. I...

Industry Contributor 11 Feb 2021 - 4 min read

Agencies and the ACCC: We're way beyond education and most advertisers don’t care anyway

By David Angell, Business Director - Trinity P3

The ACCC thinks marketers need to inform themselves about the role of agencies in the digital advertising supply chain. But...

Industry Contributor 10 Feb 2021 - 3 min read

Funding a safer internet: It’s time for adland to #StartTheChat

By Venessa Hunt, General Manager - ThinkPremiumDigital

The industry needs to consider the role it plays in an online ecosystem that can be a dangerous place for many. Before you...

Industry Contributor 10 Feb 2021 - 4 min read

Apple could take 10% of search market, if it decides to take on Google

By Gary Nissim, Co-Founder - Indago Digital

There is a need in Australia for a more viable search engine than Bing to match Google's might. Is Apple the right company to...

Industry Contributor 9 Feb 2021 - 4 min read

If they value cheap reach above all else, media agency bosses can't complain about ad loads

By David Roddick

The media marketplace has always valued reach over engagement. Now it is being served low quality, low engagement reach in...

Industry Contributor 3 Feb 2021 - 3 min read

Who saw this coming? Netflix goes linear

By Ben Willee, General Manager - Spinach Advertising

Netflix continues its track record of challenging the status quo by dabbling in linear TV. But what does this say about the...

Industry Contributor 2 Feb 2021 - 4 min read

Ad loads: BVOD and DOOH need to avoid pay TV's mistakes

By Sarah Keith, MD - Paykel Media

BVOD and digital out of home are growing rapidly in terms of ad revenue, but they are at risk of shooting themselves in the...