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 14 Oct 2019 - 2 min read
 

Focus on the bigger picture or your brand is sunk
By Brett Dawson, CEO - Bohemia

We’ve come a long way from 1912 and the tragedy of the Titanic but are we still making the same mistakes as the crew behind...
Industry Contributor 14 Oct 2019 - 2 min read
 

Why a huge telco is returning to the high street as other brands flee
By Lesley Edwards, CEO - Ikon Communications

So why is a heritage telco brand, whose infrastructure underpins the digital age, returning to the high street when many...
Industry Contributor 14 Oct 2019 - 2 min read
 

CMOs need a universal long-term growth metric
By Angela Smith, Co-Creator and Chief Strategy Officer - AFFINITY

If this study reflects a wider reality, is it any wonder that the rhetoric of short-termism is reaching deafening levels? The...
Industry Contributor 14 Oct 2019 - 2 min read
 

Biometric data hacking: A warning for brands and consumers
By Teresa Davis, Associate Professor, Marketing - University of Sydney Business School
Industry Contributor 14 Oct 2019 - 2 min read
 

Soft skills are key to success: They should be called 'power skills'
By Ana Bacic, Former Head of Marketing - Seven Network

Is it just young adults that require soft skill training to succeed within media and marketing, or do we need to address it...
Industry Contributor 7 Oct 2019 - 2 min read
 

Riddle me this, Netflix: Why partner with BARB if not for ads?
By Ben Willee, General Manager - Spinach Advertising

Netflix insists it will continue to eschew ads for subscription dollars. But the competitive landscape is changing fast.

Sub...
Industry Contributor 7 Oct 2019 - 2 min read
 

Redundancy: How to come up smelling of roses on someone else's dime
By Henny Darvall, Commercial Director - Cartelux

A couple of months ago my boss called me to tell me that his role was being made redundant after seven great years with the...
Industry Contributor 7 Oct 2019 - 3 min read
 

The world’s changed and we need to get with the program
By Willie Pang, CEO - MediaCom

We’re obsessed with “the model”. Is it broken? Is it not broken? To tackle this question, I look at who’s winning and why....
Industry Contributor 7 Oct 2019 - 3 min read
 

The CMO of the future is the CDO, CGO, CCO all in one
By Ana Bacic, Former Head of Marketing - Seven Network

This shouldn’t be a debate. We marketers just need to step up and be noticed.

The success statistics of CGOs speak for...
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