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 5 Aug 2019 - 3 min read

DDB reveals McDonald's special sauce recipe

By Rosie Baker - Group Communications Director - GroupM

Banning the c-word ('client'), acting as one team, sharing data, incentives and pressure to perform are notable ingredients...

Industry Contributor 5 Aug 2019 - 2 min read

Agencies predict in-house psychologists within five years

By Pippa Chambers - Content & Communications Consultant

“I would be very surprised if sooner than five years, we don’t have psychologists on the payroll,” said GroupM CEO Mark...

Industry Contributor 5 Aug 2019 - 4 min read

What can save the agency model?

By Nic Christensen - Head of Corporate Affairs - Nine

In many ways some of these topics are perennial issues. But it’s also hard to escape the reality – in a room packed to the...

Industry Contributor 5 Aug 2019 - 3 min read

Origin Energy proves partnerships not tech, make digital marketing work

By Duncan Craig - DC Comms

Origin Energy has invested a truckload on internal IT systems, but when it comes to digital marketing, it relies on a bunch...

Industry Contributor 5 Aug 2019 - 5 min read

Breaking the mental health stigma: From 'are you ok?' to 'I'm not'

By Neil Shoebridge - Partner - SKMG

Among all the talk of big tech, not-so-big tech, adtech, martech, the ACCC’s digital platforms report and brand trust at last...

Industry Contributor 5 Aug 2019 - 2 min read

Google eyes the AI future of devices

By Tim Addington - Director - TAG PR

The computers are coming and as AI and machine learning develops, how we interact and use devices will change fundamentally,...

Industry Contributor 5 Aug 2019 - 3 min read

Diversity and mental health dominate TV and the advertising industry

By Lindsay Bennett - Corporate Communications Manager - DDB

There were few topics that dominated this year’s Advertising Week APAC like diversity and mental health. Even during panels...

Industry Contributor 5 Aug 2019 - 4 min read

Will you still do a cheese plate on Fridays? Ways not to stuff a merger

By Rochelle Burbury - Principal - Third Avenue

Mergers ain’t easy – as the adscape can perennially attest. But agencies and media owners are getting better at what makes a...

Industry Contributor 5 Aug 2019 - 1 min read

PlayersVoice CMO: Shared values critical to successful media partnerships

By Richard McGowan - Managing Director - RMG Communications

A focus on shared values is one of the most critical ingredients to successful media partnerships, according to a panel...