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 27 May 2020 - 2 min read

If brand responsiveness was not top of mind before, it definitely should be now

By Tim Brown, Head of Marketing - Outfit

Within a rapidly changing market brands need to be able to respond quickly - especially now with public sentiment and...

Industry Contributor 21 May 2020 - 4 min read

Listen up: What a 29-year-old agency strategist thinks of the new millennial mind

By Caitlin Lloyd, Head of Strategy - Tribal

I set off to university the year the global financial crisis hit in 2008 with dire warnings of widespread job insecurity,...

Industry Contributor 21 May 2020 - 2 min read

What comes next for consumers and the mood? Here's what past pandemics tell us

By Ben Willee, General Manager - Spinach Advertising

While the CV-19 curve may have flattened, the return to life as we once knew it will be slow and controlled. It’s likely that...

Industry Contributor 14 May 2020 - 3 min read

Brands and agencies - it’s not the time to go quiet

By Sean McCaull, Head of Sales - Revolution360

In times such as these, the shocking unfamiliarity naturally makes you pull all of your chips closer, not knowing what’s next...

Industry Contributor 13 May 2020 - 3 min read

Marketers: What next? It’s a global question

By Kim Portrate, CEO - ThinkTV

No doubt you’ve had a tough couple of weeks trying to navigate a constantly shifting consumer landscape. With restrictions...

Industry Contributor 13 May 2020 - 2 min read

You don’t need 'low-fi' UGC to be authentic, just real stories with something to offer

By Lauren Quaintance, Head of Content - Storyation

It’s true that in just a few weeks the slick production values, made-up faces and staged sets of old seem jarring and we’ve...

Industry Contributor 6 May 2020 - 2 min read

Understanding the greater good: what makes a leader at times of crisis?

By David Fox, CEO - Ogilvy Group

You cannot test the real strength of a person, leader or a culture until it has been exposed to some type of crisis situation...

Industry Contributor 6 May 2020 - 3 min read

Brands that respond best do best: how to be one of the smart companies post COVID-19

By Linda O’Grady, Data Strategy Partner & Business Partner - CX Lavender

As leaders we need to keep our companies strong through all of this, but we don’t have much to work with. There are only few...

Industry Contributor 29 Apr 2020 - 2 min read

'Awkward': Indie media agencies blocked by trade insurance groups - not 'in this together'

By Anthony Colreavy, Director - Sandbox Media

Businesses have to make that decision each year to take out all types of insurance policies. It’s a grudge purchase and a big...