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 9 Dec 2019 - 3 min read

Leaders have a choice on leading and tough superheroes are out

By Jason Tonelli, CEO - Performics

Brené Brown has been researching what makes a great leader for more than 20 years, focusing on the tough subjects of...

Industry Contributor 9 Dec 2019 - 3 min read

The future of retail is omnichannel and Australia has some catching up to do

By James Dixon, Chief Digital Officer and Partner - Atomic 212

The global omnichannel retail commerce platform market is expected to grow $11.1 billion by 2023 – and there’s a reason – the...

Industry Contributor 9 Dec 2019 - 2 min read

Australia talks diversity and inclusion, now we must create a sense of belonging

By Willie Pang, CEO - MediaCom

As a second generation Chinese Australian, I’ve always felt the need to overcompensate for my racial and cultural differences...

Industry Contributor 2 Dec 2019 - 2 min read

Premier Foods ditches managing director role for CMO and CCO

By Brendan Coyne - Contributing editor

The Mr Kiplings owner is making an exceedingly interesting bet on marketing and customer focus to revive its fortunes. So far...

Industry Contributor 2 Dec 2019 - 2 min read

Ads aren't working because we've disappeared up our own left brains

By Jules Hall, CEO - The Hallway

The world is lost in a left-brain cycle. We’ve gone rational and a little bit dull. Culture-wide. And advertising...

Industry Contributor 2 Dec 2019 - 3 min read

Agencies: Nobody is forcing you to pitch

By Nick Behr, CEO - Kaimera

The pitching power imbalance is real, and it’s wrong, but in my experience, it doesn’t reflect the majority of what’s...

Industry Contributor 2 Dec 2019 - 3 min read

Nike's Amazon snub: Never smile at a crocodile...

By Jamie Connolly, Group Business Director - Wavemaker

Nike’s stance is a fascinating development with the potential to cause wide-ranging repercussions. It’s also an interesting...

Industry Contributor 2 Dec 2019 - 4 min read

Brand versus CX is a false argument

By Damian Sharpley, Strategy Partner - CX Lavender

The experience economy is changing the way we need to compete today. There is no doubt that customer experience is a...

Industry Contributor 2 Dec 2019 - 2 min read

Google faces fresh probing by antitrust regulators

By Paul McIntyre - Executive Editor

The pressure on Google and the platforms keeps mounting, with antitrust investigations underway on both sides of the Atlantic...