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 4 Nov 2019 -

CRM is historical - time to move on

By Suzanne Steele, Managing Director, Australia and New Zealand,

CRM is a historical record, CXM is a live profile. CRM and CXM solutions are both designed to help businesses understand...

Industry Contributor 4 Nov 2019 - 5 min read

How many streaming services can Australians afford?

By Stephen Fisher, General Manager - Hatched Media

The case of The Irishman is a microcosm of a broader conundrum, with the content industry once again finding itself at a...

Industry Contributor 4 Nov 2019 - 5 min read

Subscriptions, merch and fewer seats: How cinema can beat streaming

By Wendy Gower, MD - Hearts & Science Sydney

Reinvention and wilful disregard for convention is what is keeping audiences coming back to cinema. It is crucial to the...

Industry Contributor 4 Nov 2019 - 4 min read

Businesses will have to invest in their brands or face extinction

By Peter Vogel, CEO - Wavemaker

There is no doubt that 2019 was a year ‘in limbo’ for marketing. With the hangover from the financial services royal...

Industry Contributor 4 Nov 2019 - 3 min read

TARP overload and other reasons cinema's growth is eclipsing digital

By Guy Burbidge, MD - Val Morgan

Digital has been outpacing everything in terms of dollar share for as long as most people can remember. So why is cinema set...

Industry Contributor 28 Oct 2019 - 3 min read

Why there's no such thing as an overnight success story

By Michael Stephenson, CSO

As consumer behaviour changes, TV networks across the globe are evolving and developing new ways to measure total TV viewing....

Industry Contributor 28 Oct 2019 - 3 min read

VOZ: A critical breakthrough, but the hard work starts now

By Sarah Keith, MD - Publicis Media Exchange

So why is it important? There was another key theme from the Upfronts, stated most directly by Nine regarding declining...

Industry Contributor 28 Oct 2019 - 2 min read

If you're data-driven, listen to what the data tells you about brand

By David Scribner, Chief Customer Officer - oOh!media

Tactical solutions may deliver quick results, but they hurt brands creatively.

During his presentation at the ANA Masters...

Industry Contributor 28 Oct 2019 - 2 min read

Contextual buying could be Warburton's money maker

By Henry Innis, Founder & Partner - Mutiny

Back to the future? It certainly feels like that’s the trend in media and marketing lately - but it’s good to see a...