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 19 Aug 2020 - 3 min read

Marketing and politics are colliding as strange bedfellows

By Nicola Watkins, Strategist - Carat Sydney

Being aware of the power and influence of a brand, beyond impacting the business’ bottom line, has never been more important...

Industry Contributor 12 Aug 2020 - 2 min read

Here's a tip - audio and radio sector is set for new growth

By Venessa Hunt, Chief Digital Strategy Officer - GroupM

We have never seen a time like this before in the radio industry and the timing could not be better.

The radio industry...

Industry Contributor 12 Aug 2020 - 3 min read

'Stop Hate for Profit', Facebook boycott, deserves a sustainable and meaningful solution

By Emma Lo Russo, CEO - Digivizer

In social media there are three things that keep people on each of the platforms, derived from the values – and also the valu...

Industry Contributor 11 Aug 2020 - 3 min read

Is Australia really undergoing a Covid reset? No, a concerning culture clash is coming

By Amanda Windus, Managing Director Brisbane - The Lab Insight & Strategy

While the war-time solidarity and expression “in it together” has been the 2020 mantra, our research has revealed sharp...

Industry Contributor 5 Aug 2020 - 3 min read

The Facebook boycott: a chance to properly probe effectiveness - is 1.7 seconds enough?

By Jonathan Fox, Director of Effectiveness

Facebook users spend an average of 1.7 seconds with each item of Facebook content. Very few consumers make it 50% of the way...

Industry Contributor 5 Aug 2020 - 4 min read

WFH versus the office for building culture: Danny Bass is only half right

By Sarah Wyse - Head of AFL Media Network

A great working culture and a healthy business have nothing to do with where you get your work done. I agree with Danny Bass...

Industry Contributor 29 Jul 2020 - 4 min read

OOH's second brush with lockdown: survival of the smartest

By Bruce Mundell, Group Director - Customer Strategy - oOh!Media

If you were a leader of our country, what would you have chosen to do in a global pandemic? Especially with no rulebook and a...

Industry Contributor 28 Jul 2020 - 3 min read

Finding a new media agency partner in a new world - cheap versus deep

By Jen Davidson, Managing Partner - Tumbleturn Media

As many clients align their businesses behind a customer-centred approach, this same thinking should apply to the construct...

Industry Contributor 22 Jul 2020 - 3 min read

Talking to a divided nation - Gen Z holds the clues

By Andrew Knowles, Partner

The Lab and Nature certainly paint a picture of a more concerned and cautious Australia than brands may have anticipated –...