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 6 Apr 2020 - 1 min read

Addressable BVOD: Just because you can, doesn’t mean you should

By Juliette Stead, SVP - Teleria APAC

BVOD is treated as digital because it’s delivered through an internet connection. But simply applying display methodologies...

Industry Contributor 2 Apr 2020 - 2 min read

Fast guide: Is your sector going to be saved or screwed by COVID-19?

By Simon Corbett, Chief Innovation Officer and Partner - Slingshot

If you're operating in one of the lucky sectors who will be safe amidst the chaos, now is the time to help consumers and do...

Industry Contributor 1 Apr 2020 - 3 min read

Spanish Flu: here's some signals from crises past

By Ali Tilling, CSO - VMLY&R

Part of looking forward is looking back. We need to use clues from past experience, because managing a crisis might just be...

Industry Contributor 30 Mar 2020 - 4 min read

Defending your marketing budget in times of COVID-19

By Phil Zohrab, Head of Data - One Small Step Collective

If your budget is under threat, the CFO may not understand that although cutting brand-building investment may have a short...

Industry Contributor 30 Mar 2020 - 2 min read

Australia's brand of 'rugged charm' needs a rethink

By Rose Herceg, Chief Strategy Officer - WPP AUNZ

The practical difficulties of enforcing a total lockdown of a country that knows no different than café culture, restaurant...

Industry Contributor 23 Mar 2020 - 3 min read

Trust hunting: US, UK, Oz media consumption trending similar in crisis

By Richard Hunwick, Director of TV Sales

In times of crisis you really do see how our community turns to trusted media outlets for the information that they can rely...

Industry Contributor 23 Mar 2020 - 2 min read

What marketers should do as the apocalypse hits

By Emma Lo Russo, CEO - Digivizer

Businesses of every size and in most markets are facing similar challenges: how to engage with nervous customers, how to...

Industry Contributor 23 Mar 2020 - 1 min read

Covid-19: to agile in-housing and beyond

By Will Lavender, Founder - CX Lavender

Two–weeks into COVID-19 working from home, 'Webex' manners are improving, the holiday feeling’s worn off, trust is growing...

Industry Contributor 16 Mar 2020 - 3 min read

Taking advertising from a job to a profession

By James Powell, Head of Talent & HR - Mindshare

The key piece of data that says to me that we need to change is that 11.5% of people exiting agencies are leaving the...