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 29 Apr 2020 - 4 min read

In defence of the 'Communications Muppets' - turning it back on Mark Ritson

By Carl Moggridge, Managing Director - Magnum & Co.

Essentially there is no product, price, place or promotion without communications and as the adage goes, everything...

Industry Contributor 23 Apr 2020 - 2 min read

Old is new: In-game advertising returns for a COVID-19 world

By Jason Tonelli, Chief Product Officer - Publicis Groupe ANZ

I remember taking out my first in-game advertising spot in the early 2000s for the Victorian Government’s Transport Accident...

Industry Contributor 22 Apr 2020 - 4 min read

Stop the knee jerk: marketing prejudices must go

By Andrew Gilbert, Head of Platform Sales ANZ - Verizon Media

Now before we continue, I need to caveat this by saying that this is an absolutely horrible time that we are going through...

Industry Contributor 20 Apr 2020 - 2 min read

Mr Ritson, let’s talk about marketing turkeys

By Sérgio Brodsky, Founder

The Turkey problem is an allegory created by Nassim Nicholas Taleb to explain that data-patterns from the past are no...

Industry Contributor 15 Apr 2020 - 3 min read

I'm conflicted: social distancing app 'Houseparty' raises new issues for online safety

By Brian Vella, Managing Partner

As the father of two energetic boys, aged 7 and 9, one of the concerns my wife and I share is the role of social media in...

Industry Contributor 15 Apr 2020 - 3 min read

The customer is always...actually rarely right

By Graham Alvarez, Head of Strategy - Leo Burnett

Perhaps the paradox of modern marketing is that we know more about marketing science and consumer behaviour than ever before,...

Industry Contributor 13 Apr 2020 - 3 min read

What the New York Times’ transformation teaches us about brand management

By James Hier, Chief Growth & Product Officer - Wavemaker Australia

What The New York Times has done is show the publishing industry what success in the 21^st century can look like, but it...

Industry Contributor 8 Apr 2020 - 2 min read

Could this be the change accelerator your business has been waiting for?

By Ben Willee, General Manager - Spinach Advertising

I know a bloke who is very fond of saying, “Never let a good crisis go to waste.”

This is a bloke who worked for himself...

Industry Contributor 6 Apr 2020 - 2 min read

COVID-19 has created a global ‘Working From Home’ Experiment

By John Gutteridge, CEO - Wunderman Thompson ANZ

We have entered into an unprecedented time, where businesses have scrambled to encourage their people to work remotely, using...