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 27 Apr 2023 - 6 min read

The un-Googling of search: B2B’s new wrangle

By Joel Thomson - Strategy Director, Green Hat

Enter the new Microsoft Bing with artificial intelligence. It's still in its early days, but all the hype aside, it does feel...

Industry Contributor 16 Mar 2023 - 5 min read

From idealistic crusade to economic imperative: the path forward for CX (or why it's time to stop talking about customer-centricity)

By Lachlan James - Chief Strategy Officer, Digitas

Why is CX still treated as a bolt-on? As a new shiny descriptor to someone’s title, a small team that sits adjacent to the...

Industry Contributor 8 Dec 2022 - 5 min read

It’s time to personalise our approach to personalisation (or why 1:1, true real-time, contextual, predictive AI-driven mega personalisation is usually mis-sold fool's gold)

By Mark Gretton - CTO, CHEP Network

As we continue along the personalisation journey, let’s just ensure that we think, rather than relying on generic models...

Industry Contributor 6 Dec 2022 - 4 min read

Forget 60:40. A looming recession and the rise of retail media is set to change the brand-activation ratio

By Simon Porter - Head of Retail, Hatched Sydney

Past recessionary periods saw marketers gravitate to quality, measurable channels. With the media landscape further shifting...

Industry Contributor 2 Dec 2022 - 5 min read

'Don't aim to be liked, aim to be respected': Google’s Sophie Hirst, Carat’s Emily Cook and digital marketing consultant EJ Gamboa emerge from The Marketing Academy without a five-year plan, but that's okay

By EJ Gamboa, Consultant; Sophie Hirst, Google ANZ; Emily Cook, Carat - The Marketing Academy 2022 Scholars

The Marketing Academy's 2022 scholar intake graduated last week. Mi3 asked the class of '22 for their takeouts. EJ Gamboa,...

Industry Contributor 28 Nov 2022 - 5 min read

Justifying marketing investment 2023's key challenge: Don't pitch to save money and audit in-house teams – pitch consultant's marketer survival guide

By Jen Davidson - Managing Partner, Tumbleturn Media

Justifying marketing investment is the key challenge for 2023, says pitch consultant Jen Davidson. She suggests marketers...

Industry Contributor 28 Nov 2022 - 4 min read

The purpose of brand purpose: Dispelling the Sinek effect

By Jules Hall - CEO, The Hallway

Is brand purpose dead? No, says The Hallway boss Jules Hall. But the definition of brand purpose got hijacked, he suspects,...

Industry Contributor 28 Nov 2022 - 4 min read

Flying cars? Nah, automatic best-price is the next big thing

By Tim Tyler - Managing Partner, Ellipsis

There's government-backed change afoot that will have major implications for loyalty schemes. Ellipses Managing Partner Tim...

Industry Contributor 21 Nov 2022 - 5 min read

The Marketing Academy 2022 intake: NSW Customer Service's John Kerrison, Thinkerbell's Katie Dally, MediaCom's Mat Glazewski on not faking mastery, letting go of all you can't control – but always being among the doers – and why agency perks won't cut it

By John Kerrison, Katie Dally and Mat Glazewski - The Marketing Academy 2022 Scholars

As the latest Marketing Academy intake prepares to graduate, Mi3 asked the class of '22 for their take on the key lessons –...