Industry Contributor

Industry Contributor 6 Nov 2024 - 7 min read

Big bucks and bold moves in US election advertising… and spare a thought for the overwhelmed Pennsylvanians

By Justin Papps - Customer & Brand Partner | Sayers Group

Between US$12 to $15 billion was spent on advertising in this election, $1.2bn in Pennsylvania alone. Sayers Group's Justin Papps breaks down who spent what, where, the key differences in strategies and execution – and takeouts for marketers as the world wakes up to a second Trump presidency.

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 Library

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...

Industry Contributor 16 Sep 2019 -

Saving the "Big Six" holding co's is the wrong idea

By Anne Parsons - Non Executive Director, QMS

Boy I think you got this wrong! Big is not necessarily the future for a start so why work to maintain a place in this...

Industry Contributor 9 Sep 2019 - 5 min read

Agency in-housing really does work - when it's not 'lift and shift'

By Linda O'Grady, Data Strategy Partner & Business Partner - CX Lavender

In-housing changes the relationship between agency and client from being partners to being colleagues, and often close...

Industry Contributor 9 Sep 2019 - 2 min read

CMOs nailing attribution twice as likely to deliver double digit growth

By Jen Davidson - Principal, Timbleturn Media

Creating a clear, near-time view of attribution across the customer funnel is now mandatory for marketers seeking growth.

Th...

Industry Contributor 9 Sep 2019 - 5 min read

Sticking it to stigma - why industry's men need parental leave

By Pauly Grant, Chief Talent Officer - Publicis Groupe

We have come some way in reducing gender inequality in the workplace by enabling women access to the same opportunities as...

Industry Contributor 9 Sep 2019 - 3 min read

Fracturing of live sport audiences spells trouble for everyone, society included

By Nicola Lewis, Chief Investment Officer - GroupM

Fragmentation and the knock-on impact on the cost of sports rights could have far reaching societal consequences that go way...

Industry Contributor 9 Sep 2019 - 3 min read

Change is sexy, except for the people bit

By Anne Parsons, Non Executive Director

In the rush to in-house, to spend big on martech and data, marketing is guilty of overlooking and underinvesting in its...

Industry Contributor 9 Sep 2019 - 3 min read

Electric vehicles: can Australia's automotive sector keep pace with the world?

By Nicole Taylor, Global CEO - C14 (Catorce)

Is Australia ready for this? Can marketing and communications play a critical role in getting Australians on the electric car...

Industry Contributor 2 Sep 2019 - 2 min read

YouTube a tax for media owners, not a choice

By Sarah Wyse, Head of AFL Media Network

Global tech giants who now dominate the media landscape have demonstrated they aren’t going away. For brands and media owners...