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 13 Dec 2019 -

Dump the single channel sell job - it's pointless and self-serving

By Lou Barrett, Managing Director, National Sales - News Corp Australia

I couldn’t agree more with Ritson. The constant debate about digital versus print or television versus digital is pointless...

Industry Contributor 13 Dec 2019 - 2 min read

MFA EX: Why an Ikon agency exec deleted her Facebook app and why it matters

By Sarah Tucker, Head of Marketing and Communications - Foxtel Media

It’s harsh, but let’s face it: consumers are lazy about protecting their own data. So the big question is, why should...

Industry Contributor 13 Dec 2019 -

The next year for marketers, media and agencies is rather bleak...unless

By Sunita Gloster, Chief Customer Officer - WPP AUNZ

Despite the emphatic case for long-term brand building being waged by marketers and academics, the bellwethers that surround...

Industry Contributor 13 Dec 2019 - 2 min read

The personalisation and privacy paradox - a $180bn problem

By Jo Gaines, AVP Salesforce Data & Audiences - Salesforce

There’s a growing gap between how brands use data to fuel their customer experiences and what consumers expect. Consumers...

Industry Contributor 13 Dec 2019 - 2 min read

Flexible working: do it for a broader talent pool

By Lisa Squillace, National Sales Director - Network 10

I imagine many of you would love a 9am to 3.30pm workday, but in reality, you're wondering how it could actually work....

Industry Contributor 13 Dec 2019 - 2 min read

If you focus on efficiency over effectiveness, you're just filling space

By Mark Coad, Former CEO - PHD Australia

This is particularly true in media. We spend too much time discussing efficiency. This is often procurement-led, or in the...

Industry Contributor 9 Dec 2019 - 2 min read

Super Bowl sellout shows Australia needs more major sports events

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

Reports that Fox had sold out Super Bowl advertising inventory early came as a surprise to many given there was a 5 per cent...

Industry Contributor 9 Dec 2019 - 4 min read

How WeWork's implosion applies to media, metrics and spinning yarns

By Cameron King, Chief Technology & Transformation Officer - Group M

WeWork's spectacular rise and fall raises obvious questions about supposed technology company valuations and the cult of...

Industry Contributor 9 Dec 2019 - 2 min read

Global brand giants hold strong on advertising

By David Scribner, Chief Customer Officer - oOh!media

We need to advertise advertising. The proof is there – some of the largest brands in the world are spending big in order to...