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 18 Nov 2019 - 3 min read

All marketing is performance marketing: the key is making it less rubbish

By Brett Dawson, CEO - Bohemia

Martin Weigel is right about a lot of things but in this case, he draws an unnecessary line between brand and performance...

Industry Contributor 18 Nov 2019 - 2 min read

Marketers: Before you pitch, take a long hard look at yourselves

By Jen Davidson, Principal - Tumbleturn Media

It appears the structure of marketing teams is inhibiting the true delivery of a customer centric strategy; strategies based...

Industry Contributor 11 Nov 2019 - 4 min read

Why is Australian media dithering on alliances to compete with Big Tech?

By Pippa Leary, CEO - Swift Media

Why are Australian media companies procrastinating instead of building alliances to compete effectively with the global...

Industry Contributor 11 Nov 2019 - 4 min read

WPP's new Australian CEO Jens Monsees a "culture guru" at Google

By Paul McIntyre - Executive Editor, Mi3

Like most holding companies, the turf wars are fierce inside WPP's local portfolio. Probably why we heard Monsees talking up...

Industry Contributor 11 Nov 2019 - 4 min read

Brands could get caught up in the kids data crackdown

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

In the eyes of the law, ignorance is no defence - and in any case, lawmakers and enforcers are no longer buying it. Both...

Industry Contributor 11 Nov 2019 - 3 min read

Marketers: condition customers for the next phase of disruption

By Willie Pang, CEO - MediaCom

When I was a start-up guy, the daily reading list always included TechCrunch. From brand watching to chasing unicorns, it...

Industry Contributor 11 Nov 2019 - 3 min read

Australia's rising rugby stars are an untapped brand opportunity

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

Rugby Union is in a state of flux in Australia. It’s certainly not performing at the same level as it is in the UK.

In other...

Industry Contributor 11 Nov 2019 - 2 min read

Forrester: falling CMO numbers could be a good thing

By Paul McIntyre - Executive Editor

First it was CMO tenure, then it was the role itself. But Forrester’s analysis, while dramatising a “final, desperate fight...

Industry Contributor 4 Nov 2019 - 2 min read

Short-termism is a choice: agencies and marketers are accountable

By Carl Ratcliff, Chief Strategy Officer

‘The brand line always gets cut first,’ a client once said to me. It’s a statement that many of us know to be true and one...