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 24 Jun 2020 - 3 min read

MFA 5+: The WFH pitfalls we need to talk more about

By James Graff, Client Director - Woolworths@DAN

Office downsizing shouldn’t be the first outcome of this crisis, instead exploring how we redesign our physical spaces to...

Industry Contributor 24 Jun 2020 - 2 min read

Alternative advertising solutions urgently needed for the Open Web

By Sam Tan, Senior Director, Market Development - Xandr JAPAC

Digital advertising was originally a great democratising force, granting consumers access to quality, free content – news,...

Industry Contributor 17 Jun 2020 - 2 min read

Media consolidation will leave four data powerhouses and a new buying model

By Jen Davidson, Managing Partner - Tumbleturn Media

Customers migrating to ecommerce will inevitably come one almighty step in data-driven media buying to be able to nurture...

Industry Contributor 17 Jun 2020 - 2 min read

Harvard: data-led competitive advantage not so clear cut

By Cécile Ferré, Strategy Partner – Insights, Data & Analytics - Saatchi & Saatchi Australia

The assertion that customer data doesn’t confer any sustainable advantage without meeting certain criteria isn’t surprising....

Industry Contributor 10 Jun 2020 - 3 min read

Trust me, I’m an [established] brand…challengers now challenged

By Brent Smart, CMO

Recently Roy Morgan published its list of the Most Trusted Brands in Australia during the Covid lockdown, based on survey...

Industry Contributor 10 Jun 2020 - 3 min read

What British Tesco can teach us about Australian consumers in a post-Covid world

By Tara Coverdale, Data and Insights Director - oOh!Media

The UK research shows how Brits have changed their spending habits. In Australia, we’re seeing a shift in the way we work,...

Industry Contributor 3 Jun 2020 - 4 min read

It's all about the c-word

By Emma Lo Russo, CEO - Digivizer

We're starting to hear the early details of the plans to open up the Australian economy, as well as the moves from the rest...

Industry Contributor 3 Jun 2020 - 3 min read

'Less sensationalised; more balanced': why we need a level-headed approach to Covid

By Nick Foley, Vice President APAC & Japan - Landor

With an event such as Covid-19 we need factual information to inform a more level-headed approach to predictive behaviour...

Industry Contributor 27 May 2020 - 3 min read

Facebook’s advisory board: beautifully orchestrated reputation building. Now what?

By Naomi Gorringe, General Manager - Leo Burnett Melbourne

The ‘launch’ of the Facebook advisory board has been a two-year masterclass in rebuilding credibility. It has been a...