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 23 Sep 2019 - 3 min read

Cutting ad budgets in a downturn is a mistake. An expensive one

By Lou Barrett, Managing Director, National Sales - News Corp Australia

Given the evidence that advertising in tough times boosts market share and profit, why do some companies continue to take the...

Industry Contributor 23 Sep 2019 - 3 min read

Lessons from Alibaba billionaire Jack Ma: Focus on people, not tech

By Liesa Newland, Head of Trading Intelligence - Group M

Much of Ma’s story resonated with me; his entrepreneurship, his innovation, his risk-taking. But what made him successful?

...

Industry Contributor 23 Sep 2019 - 3 min read

Why the chief growth officer won't kill the CMO

By Priya Patel, Managing Director - DDB Sydney

100 per cent. Long live the CMO! That said, if a title like ‘Chief Growth Officer’ or ‘Chief Growth Technician’ enables...

Industry Contributor 23 Sep 2019 - 3 min read

As the algorithms rise, emotional intelligence becomes critical talent

By Anne Parsons, Non Executive Director

While this industry is given to pendulum swings, I'd argue we should give greater consideration to hiring those who come...

Industry Contributor 16 Sep 2019 - 4 min read

Flexible working: do it for a broader talent pool

By Lisa Squillace - National Sales Director, Network 10

I imagine many of you would love a 9am to 3.30pm workday, but in reality, you're wondering how it could actually work....

Industry Contributor 16 Sep 2019 - 3 min read

It’s a fine line between creepy and valued experiences

By Jo Gaines, AVP Salesforce Data & Audiences - Salesforce

The relationship between marketers and consumers has never been more complex. There's more ways to reach people, more...

Industry Contributor 16 Sep 2019 - 3 min read

Why Australia should heed the French on tech taxes and consumer data

By Isabelle Dunn - Chief Digital Officer, Hearts & Science

The French are often the first to stand their ground on social and economic issues. You may think I am biased, because I am...

Industry Contributor 16 Sep 2019 - 2 min read

Diversity: we're all bluster and fluster

By Henny Darvall - Media & Marketing Consultant

This industry talks a lot about the importance of diversity, but when push comes to shove, in most cases it appears little...

Industry Contributor 16 Sep 2019 - 2 min read

Chief Communications Officers might be outpacing CMOs to the c-suite

By Rochelle Burbury - Principal - Third Avenue Consulting

The elevation of chief communications officers in the C-suite hierarchy is the industry’s existential moment. They have...