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 Jan 2020 -

Women’s sport: The conversation needs to shift from equal pay, to equal marketing

By Bianca Wallis, National Director of Content - Publicis Media ANZ

Growing up playing sport, on a few occasions I was lucky enough to have been judged on my ability rather than my gender. I...

Industry Contributor 16 Jan 2020 - 2 min read

Personalisation: the most important marketing trend of the century?

By Ben Willee, GM and Media Director - Spinach Advertising

Personalisation when done poorly can be creepier than a clown in the forest late at night, but that shouldn’t mean we stay...

Industry Contributor 14 Jan 2020 - 4 min read

Data ownership legislation probably won’t protect children

By Teresa Davis, Associate Professor, Marketing - University of Sydney Business School

With the FTC investigating YouTube’s harvesting of children’s data, marketers must urgently understand where to draw the...

Industry Contributor 14 Jan 2020 - 4 min read

What the f**k is data driven creativitiy?

By James Proctor, Creative Director - One Small Step Collective

We all understand data driven marketers but what about the data driven creatives? What happens with an unholy alliance...

Industry Contributor 14 Jan 2020 - 2 min read

We need more marketers with data science skills - right now

By Suryabala Shenbagamurthy, Performance Manager - Ikon Communications

For all the talk of data-driven marketing, few are actually doing it. The problem is not raw resource, but marketers'...

Industry Contributor 13 Dec 2019 - 2 min read

Redundancy: How to come up smelling of roses on someone else's dime

By Henny Darvall, Commercial Director - Cartelux

A couple of months ago my boss called me to tell me that his role was being made redundant after seven great years with the...

Industry Contributor 13 Dec 2019 - 2 min read

The one metric we need to focus on

By Aimee Buchanan, CEO - OMD Australia

The topic of measurement brings to mind a quote I once read, it states one of the biggest mistakes made by marketers, and...

Industry Contributor 13 Dec 2019 -

Mark Ritson's brutal takedown of CMOs only half right?

By Sunita Gloster, Chief Customer Officer

Mark Ritson is brutal and very much on brand. Of course he’s right. You'd be brave to suggest he wasn’t. But perhaps only...

Industry Contributor 13 Dec 2019 -

DDB reveals McDonald's special sauce recipe

By Rosie Baker, Group Communications Director - GroupM

Banning the c-word ('client'), acting as one team, sharing data, incentives and pressure to perform are notable ingredients...