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 10 Feb 2020 - 2 min read

Super Bowl: Google won the TV ad battle with emotion

By Ricky Chanana, MD - Unruly

There are not many sporting occasions where you can honestly say viewers are more interested in the ads than what’s actually...

Industry Contributor 10 Feb 2020 - 3 min read

Macquarie Business School study: are sports sponsorships worth it?

By Ashley O’Rourke, Director - Publicis Sport & Entertainment

We know that sponsorship, if strategised and executed correctly, can yield not just short-term wins through spikes in brand...

Industry Contributor 3 Feb 2020 - 3 min read

OOH: Data-powered creative will win in 2020

By David Scribner, Chief Customer Officer - oOh!Media

We can’t predict the future, but we have the tools to build it. The out of home (OOH) market in 2020 will see trends in...

Industry Contributor 3 Feb 2020 - 4 min read

In B2B content, it’s always service first, then your product

By Paul Munce, Business Director - CX Lavender

The best B2B marketing is the art of selling without selling. Offering a great customer experience is bigger than the product...

Industry Contributor 3 Feb 2020 - 2 min read

Brands: build emotion into every touchpoint

By Virginia Hyland - Founder and principle, Hyland

We all tend to get lost in the science and cerebral decisioning when it comes to analysing data. We need to put more weight...

Industry Contributor 3 Feb 2020 - 2 min read

Tech giants pour into Super Bowl ads - brands still need big event TV

By Josh McDonnell, Senior Writer

Despite a decline in Super Bowl's traditional TV audiences, ad prices remain high and inventory continues to sell out in...

Industry Contributor 27 Jan 2020 - 2 min read

Disney says it doesn’t need data to make great shows

By Liana Dubois, Director of Powered

While the Netflix versus Disney data versus creativity stoush is fun there are real lessons here for everyone in media and...

Industry Contributor 27 Jan 2020 - 2 min read

Oh Crap, Amazon: Where to (and what) next for retailers?

By Emma Lo Russo, CEO and co-founder - Digivizer

Retailers shuttering stores continues a trend fuelled by low wage growth, international competition, an arguably stagnant...

Industry Contributor 27 Jan 2020 - 2 min read

Independents Day - industry flux and upheaval a global opportunity

By Brett Dawson, CEO - Bohemia

When W+K speaks, we should all listen.

And W+K has spoken, in the form of David Luhr, who told the Worldwide Partners CoLab...