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 16 Sep 2020 - 3 min read

Breaking silos: the volatile path to converged advertising platforms

By Mark Serhan, Senior Account Director

The digital ad market in Australia has grown from $35 million in 1999 to $9.4 billion today* but the need to reach key...

Industry Contributor 16 Sep 2020 - 4 min read

We can’t avoid risk but can flick self-reported Net Promoter Scores, tracking studies and surf chaos

By Tom Donald, Sydney Head of Strategy - The Royals

Why do we keep trying to predict and control the future, over and over? Because, as hairless chimpanzees sitting on the...

Industry Contributor 10 Sep 2020 - 5 min read

Appocalypse not now: the latest on Apple's delay to major user tracking changes

By Chris Brinkworth, Principal Owner - SynergyStack Australia

So why the about-turn from Apple? I canvassed knee-deep-in-data-international tech execs from Bank of America, Beeswax, MoPub...

Industry Contributor 9 Sep 2020 - 2 min read

Sorrell’s sideswipe at PR and gin-soaked lunches ignores the evolution

By Graham White, COO

During a crisis like this pandemic, communications people help brands navigate internal and external environments, which is...

Industry Contributor 2 Sep 2020 - 3 min read

Virtual health boom signals massive change: Coviu platfom shoots from 400 to 25,000 daily consults

By Tim Van Brugge, Head of Digital - Tonic Health Media

The accelerated digitisation of the patient journey presents opportunities to connect with and assist people - something that...

Industry Contributor 31 Aug 2020 - 5 min read

Tech and AI was meant to kill or transform marketers but the predictions are losing appeal

By Willem Paling, Director of Customer & Growth Analytics

Tech was supposed to be doing marketers jobs by now - better than we ever could. AI would nail attribution and...

Industry Contributor 25 Aug 2020 - 2 min read

Calendar compression, reach and frequency next challenge for Australian sports

By Andrew Condon, Head of Marketing

For Rightsholders that are already under significant revenue pressure comes added complexity.

The rolling live fixture and...

Industry Contributor 25 Aug 2020 - 2 min read

Agile working ain't just for the tech folks - its moving on

By Natalie Frischknecht, Business Operations Director - VMLY&R

Agile ain’t just for tech, folks. Through the pandemic, I have been amazed at how rapidly we’ve adapted to remote working,...

Industry Contributor 19 Aug 2020 - 4 min read

Out with the new business rulebook - new world, new game

By Anita Zanesco, Head of New Business - Havas Creative Group

Throw out the New Business Rulebook. To win new business in the current climate, agencies will need to demonstrate...