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 28 Feb 2020 - 2 min read

Antisocial media: Have we reached peak over-sharing?

By Anna Preston, Head of Strategy - Bauer Media

It’s no surprise with the anxiety and loneliness epidemic that young people are seeking more genuine, rich connections to...

Industry Contributor 24 Feb 2020 - 3 min read

Are Australian agencies, marketers really ready for a converged TV world?

By Liam Walsh, SVP ANZ - Amobee

Media agencies face some nail-biting choices on how to put the ingredients together to create their own buy-side future. One...

Industry Contributor 24 Feb 2020 - 2 min read

Bacardi is bridging the gap between boardroom and bar

By Michelle Francis, Head of Digital Strategy - News Corp

Customer centricity can only be achieved when you completely understand the market and the people who decide whether to buy...

Industry Contributor 24 Feb 2020 - 4 min read

Yes, tighter data regulation is good for business

By Isabelle Dunn, Chief Digital Officer - Hearts & Sciences

Understanding what new data rules mean for your business, and how to use them to your advantage, is critical. Failure to...

Industry Contributor 17 Feb 2020 - 2 min read

The 'Greta effect' will see more brands feel green heat. Bank on it

By Steve Martin, Global CEO - M&C Saatchi Sport & Entertainment

The ‘Greta effect’ is rubbing off on brands both big and small. And she’s not the only high profile person putting the planet...

Industry Contributor 17 Feb 2020 - 2 min read

Netflix investor wobbles: Is broadcast TV history repeating, just faster?

By Ashley Earnshaw, CEO - Vizeum

Is Netflix suffering the same long term health challenges of the broadcasters that it disintermediated? Netflix's story is...

Industry Contributor 17 Feb 2020 - 3 min read

How marketers and agencies can navigate a world without cookies

By Anna Stoyanova, VP, Head of Product - Essence Australia

The ad tech industry is obviously invested in finding a solution to the identity conundrum. We also need to make sure that...

Industry Contributor 10 Feb 2020 - 2 min read

It’s Time For TV To Sleep With The Enemy

By Barry O’Brien OAM, Chairman - Atomic 212°

There are some very early signs that the networks are starting to think differently about content production. Late last year,...

Industry Contributor 10 Feb 2020 - 2 min read

How a bank, telco and health insurer blew their focus on customer

By Lucy Formosa Morgan, co-MD - PHD Australia

Over the last few months alone I’ve personally come up against a bank, health insurer and telco, all making things far harder...