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 28 Oct 2019 - 2 min read

Only the unreasonably ambitious will drive growth

By Kim Portrate - CEO - ThinkTV

As Australians feel the economic pinch, loyal consumers shift, challengers disrupt legacy industries and it becomes harder...

Industry Contributor 28 Oct 2019 - 5 min read

Cross channel measurement: Funding and collaboration required

By Gai Le Roy, CEO - IAB Australia

It is pleasing to see a number of global initiatives seriously reviewing cross media measurement and even more pleasing to...

Industry Contributor 21 Oct 2019 - 4 min read

MFA EX: Venting prominent but industry's honesty verging on cathartic

By Rob Christian, Strategist

More than once throughout the day presenters and question-askers alike noted that pitch teams are continually shifting their...

Industry Contributor 21 Oct 2019 - 5 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 21 Oct 2019 - 6 min read

MFA EX: A great day of ideas - now it’s time to take action

By Thomas Davies, Strategist - Mindshare

Here’s a question to reflect on – what did you do on Friday to act on the ideas you heard at our industry’s first...

Industry Contributor 21 Oct 2019 - 4 min read

MFA EX: 'Generation Now' have work options, don't lose them

By Lachlan Roach, Senior Analyst - Foxtel Media

I personally agree with this strategy and sentiment. As an industry, we have made and are continually making steps in the...

Industry Contributor 21 Oct 2019 - 5 min read

MFA EX: People leave their managers, not simply their employers

By Steven Burt, Group Director

There was a big number on the screen at Initiative’s MFA Ex session: 37 per cent industry churn. Why? To find out, the...

Industry Contributor 21 Oct 2019 - 5 min read

MFA EX: Mixed results as a reset moment

By Grant LeQuesne Director, Strategy & Insight - Wavemaker Australia

It’s essential that we dwell on the positive moments from the day. No doubt most attendees will remember TV’s Dr Jordan...

Industry Contributor 14 Oct 2019 - 2 min read

The one metric we need to focus on

By Aimee Buchanan, CEO - OMD Australia

The topic of measurement brings to mind a quote I once read, it states one of the biggest mistakes made by marketers, and...