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 2 Sep 2019 - 3 min read

The personalisation and privacy paradox - a $180bn problem

By Jo Gaines, AVP Salesforce Data & Audiences - Salesforce

There’s a growing gap between how brands use data to fuel their customer experiences and what consumers expect. Consumers...

Industry Contributor 2 Sep 2019 - 3 min read

Measuring because we can is not measuring what we should

By Shivani Maharaj, National Head of Content & Partnerships - Wavemaker

We live in an attention economy where everything is nano-paced. In a brave new martech world, we measure things because we...

Industry Contributor 2 Sep 2019 - 3 min read

Collaboration and teamwork loaded with anxiety and upside

By Sophie Madden, CEO - Media Federation of Australia

Teamwork is an important factor in how businesses operate today, particularly in our industry. Hence the increasing value we...

Industry Contributor 2 Sep 2019 - 3 min read

Global study: marketer's top three metrics are satisfaction, awareness, ROI

By Gai Le Roy, CEO - IAB Australia

The research looks at at over 4,000 marketing decisions made across 16 different countries. Countries differed not only on...

Industry Contributor 2 Sep 2019 -

What's 'reverse mentoring'? Ask young talent - they'll have 17 jobs

By Jane Waterhouse, General manager - Story54

Firstly, Reverse Mentoring is not an entirely new idea. Pre-colonial Aboriginal communities lived and worked in a multi...

Industry Contributor 26 Aug 2019 - 2 min read

Marketers: Before you pitch, take a long hard look at yourselves

By Jen Davidson - Principal, Tumbleturn Media

It appears the structure of marketing teams is inhibiting the true delivery of a customer centric strategy; strategies based...

Industry Contributor 26 Aug 2019 - 2 min read

Why the Viacom-CBS merger is a game changer - really

By Professor Karen Nelson-Field, Executive Director - University of Adelaide, Centre For Amplified Intelligence

Mark my words. This merger will change our industry. Finally we have a media business that can combine major reach AND...

Industry Contributor 26 Aug 2019 - 2 min read

Journalism makes a pivot to positivity - the public wants it, marketing take note

By Jane Waterhouse, General Manager - Story54

When targeting the lucrative and influential female market I have lived and financially died learning how hard it is to...

Industry Contributor 26 Aug 2019 - 2 min read

Let's be clear - leadership is not digital capability

By Nicole McInnes, CMO - OVO, Dell, Pandora, eHarmony

We have elevated digital behaviour change to such a height that we’ve made it the sum total of who our customers and staff...