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 25 Nov 2019 - 4 min read

'Davos for geeks' asks marketing to create new ethics for data collection, privacy

By Maria Grivas, Chief Data and Technology Officer

Having attended the Web Summit in 2018 and 2019, the political sensibility this year was palpable. Most talks kept coming...

Industry Contributor 25 Nov 2019 - 2 min read

Nestlé corrals holding companies into hybrid buying unit, threatens walled gardens

By Paul McIntyre - Executive Editor

There's a similar sound emitting from global and local marketing teams: in-housing is actually hard to do, keep quality...

Industry Contributor 25 Nov 2019 - 2 min read

Game on: Sports fan data a new frontier

By Patrick Whitnall, Head of Content and Sport - Publicis Media ANZ

While sports clubs’ revenue has shifted over the years from a heavy reliance on stadium attendance, to broadcasting rights,...

Industry Contributor 25 Nov 2019 - 2 min read

Cutting spend now will cost your brand

By David Scribner, Chief Customer Officer - oOh!media

A ‘wait and see’ approach may cost you in the long run. Smart advertisers are continuing to invest in advertising despite the...

Industry Contributor 25 Nov 2019 - 3 min read

Slow Media and 'monotasking' an emerging movement

By Rochelle Burbury - Principal, Third Avenue Consulting

Apple CEO Tim Cook last year decided to use the iPhone feature, Screen Time, to monitor his phone activity. It resulted in...

Industry Contributor 25 Nov 2019 - 2 min read

Unblockable web trackers: industry flirting with fire?

By Brendan Coyne - Contributing Editor

“Yet another example of the 'badtech industrial complex' protecting its river of gold,” as one researcher told The Register. ...

Industry Contributor 18 Nov 2019 - 4 min read

Streaming wars: Time for the ad-funded empire to strike back?

By Ben Willee, General Manager & Media Director - Spinach Advertising

Disney+ is about to launch in Australia. I thought I needed another streaming service like I needed a hole in the head. Then...

Industry Contributor 18 Nov 2019 - 3 min read

If you slash spending and cut prices, prepare for three years of pain

By Nick Behr, Founder & CEO - Kaimera

HBR’s study throws empirical weight behind rules any successful business owner or decision maker should be looking to live by...

Industry Contributor 18 Nov 2019 - 3 min read

Smart speakers: The rise of voice is FMCG brands' greatest challenge

By Graeme Wood, National Head of Product & Futures - Starcom

The increasing role of audio in the customer experience of many advertiser categories makes it a key focus for 2020. However,...