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 26 Aug 2019 - 2 min read

Dump the single channel sell job - it's pointless and self-serving

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

I couldn’t agree more with Ritson. The constant debate about digital versus print or television versus digital is pointless...

Industry Contributor 26 Aug 2019 - 2 min read

US companies just recut their role beyond profit - now the customer experts have to step up

By Nicola Mansfield, Managing Director - Interbrand

America’s top CEOs have rewritten their job descriptions in response to backlash on traditional corporate practices. They...

Industry Contributor 26 Aug 2019 - 2 min read

Business leaders admit: We don't get brands

By Sophie Madden, CEO - Media Federation of Australia

The power of brands to deliver long-term value and growth is under threat, according to the IPA, but this shouldn’t surprise...

Industry Contributor 26 Aug 2019 - 2 min read

The next year for marketers, media and agencies is rather bleak...unless

By Sunita Gloster, Chief Customer Officer - WPP AUNZ

Despite the emphatic case for long-term brand building being waged by marketers and academics, the bellwethers that surround...