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 20 Jul 2020 - 2 min read

Riding the Podcast wave - ad revenues up 48%, digital critics listen up

By Gai Le Roy, CEO

Revenue considerations aside - there were five key points in the Report that caught my eye and should be of considerable...

Industry Contributor 16 Jul 2020 - 2 min read

Keeping your brand out of the tech giant’s crosshairs

By Ben Willee, General Manager - Spinach Advertising

The digital landscape really is an ever-evolving beast, one which we have a decreasing level of control over. There’s been...

Industry Contributor 16 Jul 2020 - 3 min read

Influencer marketing, the digital word of mouth- it’s part of the ‘modern’ marketing mix + more…

By Stephen Howard, Director of Marketing - Ovolo Hotels

Awareness is the ultimate goal of influencer marketing, however the usage of these influencer needs to directly align with a...

Industry Contributor 8 Jul 2020 -

An indie agency 'back into the groove'

By Nick Behr, CEO - Kaimera

It’s one thing to say your business is agile, but there’s nothing like a pandemic to reveal chinks in the armour. Our agility...

Industry Contributor 7 Jul 2020 - 5 min read

How many marketers does it take to sell a lightbulb?

By Sunita Gloster, Founder - Gloster Advisory

‘If marketing were a brand, you would fire the CMO’ were Thomas Barta’s words in Marketing Week, 2018. They still echo...

Industry Contributor 1 Jul 2020 - 2 min read

Why nations led by women trump their male ego counterparts in COVID-19 management

By Sally Kissane, Managing Director - Ogilvy Sydney

There is proof that female leaders have performed better than their male counterparts in getting their countries through...

Industry Contributor 1 Jul 2020 - 4 min read

Let’s talk: Innovative voice tech to fight loneliness

By Dr. Joan Palmiter Bajorek, Head of Conversational Research and Strategy

Imagine that amazing feeling that comes from a deep personal conversation. Can we use voice technology to help us live better...

Industry Contributor 29 Jun 2020 - 4 min read

Mirror, mirror on the wall, who is the fairest [in adland] of them all?

By Sunita Gloster, Founder - Gloster Advisory

Timing is everything

Mary Meeker, in her recent ‘Coronavirus Trends Report’ poses that perhaps COVID-19 is the wake-up call...

Industry Contributor 29 Jun 2020 - 2 min read

Cannes Live: Coming into a time of standout creativity

By Tara Ford, Chief Creative Officer - DDB Sydney

Not surprisingly much of the content in the Cannes Lions, ‘Lions Live’ experience delved into these issues.

To that end,...