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 Nov 2020 - 3 min read

As brands create turmoil boycotting the US TV upfronts, the lesson for 2021 starts here

By Kurt Burnette, Chief Revenue Officer - Seven West Media

The pandemic still holds plenty of the cards moving into 2021. We cannot discount the rolling effect from Covid-19 on the...

Industry Contributor 18 Nov 2020 - 4 min read

How to remember Melbourne lockdown? Behavioural Science says try the 'Peak End Rule'; Daniel Andrews wins

By Dan Monheit, Founder - Hardhat

The peaks and endings are crucial factors in the crafting memories. Not only will Dan Andrews’ leadership be looked back upon...

Industry Contributor 11 Nov 2020 - 5 min read

The first party data race is on: Can Australia's TV networks and publishers catch the duopoly?

By Chris Brinkworth, Operating Advisor - Narrative.io

If publishers can combine first party data and programmatic buying with connected TV, digital out of home and more, they may...

Industry Contributor 11 Nov 2020 - 3 min read

All I want for Christmas... is a Covid-free Christmas ad

By Linda Fagerlund, Chief Strategy Officer - Carat Australia

Rather than ditching the big Christmas brand ad, it is likely to be advantageous to keep it if you’ve got a good one planned....

Industry Contributor 4 Nov 2020 - 2 min read

NRL national anthem flip-flop: Brands have to take a position to be culturally relevant

By Anthony Gregorio, CEO - Saatchi & Saatchi Australia

The decision to initially suspend the anthem from being played at the State of Origin series, I thought, was a bold strategic...

Industry Contributor 4 Nov 2020 - 4 min read

TV upfronts: What did we learn and who looks best set for 2021?

By Philippa Noilea-Tani, National Head of Investment - Wavemaker Australia

There's something to be said for a 60-minute upfront, concentrating the collective network mind to the key messages brands...

Industry Contributor 28 Oct 2020 - 2 min read

What the ad world needs now is combined TV and digital love

By Dr Duane Varan, CEO - MediaScience

Advertising channel selection is challenging at the best of times but changing media consumption habits have complicated...

Industry Contributor 28 Oct 2020 - 3 min read

Even a flamingo, amongst flamingos, is unremarkable: a new generation of challengers must learn how to challenge

By Josh Manning, Strategy Director - VCCP Sydney

Blands. That’s what Ben Schott, writing for Bloomberg, coined them. And what a coining it is.

The new generation of humble,...

Industry Contributor 21 Oct 2020 - 4 min read

Connected TV: Any impression served to non-human traffic is worthless to an advertiser, so let's stop it now

By Dylan Dharmadasa, Head of Product and Operations - Finecast

Alarming stats around ad fraud often emerge, but understanding what they mean, and how it impacts the overall supply chain is...