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 7 Oct 2019 - 2 min read

Vice's deal for Refinery29: Why agencies should take note

By Sarah-Belle Murphy, Executive General Manager - Bauer Media

When you’re up against global giants, smart, efficient mergers can give independent media companies the power to diversify...

Industry Contributor 7 Oct 2019 - 2 min read

It’s not colouring in, it’s a craft

By Nickie Scriven, CEO - Zenith Media

Binet and Field - and Mark Ritson - always deliver insight and value. But I'd argue chief marketers' troubles lie in the...

Industry Contributor 30 Sep 2019 - 4 min read

Brands: Don't try to take a stand on everything

By Karen Halligan, Practice Lead – Media Value Advisory

When it comes to cause marketing, brands must tread carefully. Inauthenticity will quickly raise heckles and risks more...

Industry Contributor 30 Sep 2019 - 1 min read

McKinsey's high street move hints at where it sees the money

By Henry Innis, Founder & Partner - Mutiny

The cynic in me thinks McKinsey may be recognising that its advice may not be practical a lot of the time. Perhaps they’re...

Industry Contributor 30 Sep 2019 - 1 min read

The marketing gospel according to Creed

By Sunita Gloster, Chief Customer Officer - WPP AUNZ

The marketing narrative, once about capability, is now about courage. Courage to defend the value of marketing as a driver...

Industry Contributor 30 Sep 2019 - 3 min read

If you focus on efficiency over effectiveness, you're just filling space

By Mark Coad, Former CEO - PHD Australia

This is particularly true in media. We spend too much time discussing efficiency. This is often procurement-led, or in the...

Industry Contributor 30 Sep 2019 - 3 min read

Brands that joined the climate strike must now deliver

By Suzy Nicoletti, Managing Director - Twitter Australia

Brand purpose defines ‘who’ a business is and why it exists. In a day and age where consumers expect brands to take a stance...

Industry Contributor 30 Sep 2019 - 4 min read

Creativity at Spikes Asia shows brands can use their superpowers to make a difference

By Nicola Lewis, Chief Investment Officer - Group M

At Spikes Asia, I witnessed purposeful innovation, and brands making a difference. Some Australian brands that submitted...

Industry Contributor 23 Sep 2019 - 3 min read

The promiscuous gratification of short-term stunts: resist temptation

By Lizzie Young, Managing Director - Commercial Partnerships - Nine Entertainment

Short-term stunts are the empty calories of marketing. But it's not difficult to see why marketers are tempted by a sugar hit...