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 15 Nov 2022 - 5 min read

The Marketing Academy 2022 intake: TBWA\Sydney’s Tanya Vragalis, Mars Food’s Jade Lish, Hall & Partners’ Ed Steiner on 12.8% year-on-year churn, keeping pace with marketing tech, giving feedback

By Jade Lish, Mars Food; Tanya Vragalis, TBWA\Sydney; Ed Steiner, Hall & Partners - The Marketing Academy 2022 Scholars

Six months into The Marketing Academy's 2022 Scholarship programme, Mi3 asked the class of '22 for their take on the key...

Industry Contributor 15 Nov 2022 - 5 min read

Pricing rethink: How brands can ease the Pain of Paying – and keep customers, and cashflow, in a crunch

By Dan Monheit - CEO, Hardhat

Making a payment lights up regions in the brain associated with pain. So in tough economic times, companies need to look at...

Industry Contributor 3 Nov 2022 - 3 min read

Google cries wolf again, but stay of execution for Google Analytics Universal may backfire – now there's time to look at alternatives to GA4

By Kate Cook - Analytics Lead, The Lumery

Google has pushed back its deadline to shut off Google Analytics Universal (GAU) for 360 customers. The Lumery's Kate Cook...

Industry Contributor 20 Oct 2022 - 4 min read

Why your generic martech platform isn't working – and won't, no matter what you spend, because tech is not the problem

By Adrian Farouk - CEO, Digitas

The latest poll of senior marketers suggests most can't make their martech deliver what was promised, and almost half say...

Industry Contributor 13 Oct 2022 - 4 min read

Look Sharp: We can't wait years for the US or UK to set attention standards; Australia should start its own attention body, now

By Andrew Pascoe - Head of Planning, Hatched

There's a lot of heated talk about attention and too little action, reckons Andrew Pascoe, Head of Planning at Hatched, an...

Industry Contributor 11 Oct 2022 - 5 min read

The Marketing Academy 2022 intake: Revlon’s Marisa Laria, Alt/Shift’s Elly Hewitt and v2food’s Andrew May explain why staring at P&Ls doesn’t help, talent shortages, imagining the perfect workplace

By Marisa Laria, Revlon Inc; Elly Hewitt, Alt/Shift; Andrew May, v2food - The Marketing Academy 2022 Scholars

Six months into The Marketing Academy's 2022 Scholarship programme, Mi3 asked the class of '22 for their take on the key...

Industry Contributor 10 Oct 2022 - 5 min read

The Marketing Academy 2022 intake: Wavemaker's Philippa Noilea-Tani, March One's Ben Coverdale and Zip's Debbie Wine on letting go of what you can't control, throwing your resume in the bin and slowing down to win

By Philippa Noilea-Tani, Wavemaker; Ben Coverdale, March One; Debbie Wine, Zip - The Marketing Academy 2022 Scholars

Six months into The Marketing Academy's 2022 Scholarship programme, Mi3 asked the class of '22 for their take on the key...

Industry Contributor 6 Oct 2022 - 6 min read

The Marketing Academy 2022 intake: Tourism Tasmania’s Emma Terry, Aje’s Kate Thomas, Salesforce’s Renata Bertram on talent skirmishes for contractors, being a perpetual apprentice, and first marketing campaign (for a dog)

By Kate Thomas, Aje; Emma Terry, Tourism Tasmania; Renata Bertram, Salesforce - The Marketing Academy 2022 Scholars

Six months into The Marketing Academy's 2022 Scholarship programme, Mi3 asked the class of '22 for their take on the key...

Industry Contributor

The perils of one-size-fits-all media planning: Challenging the status quo – and marketing science templates

Don’t tell them how good you are, tell them what you’re good for

How the mighty fall: Why social media’s resistance to change is cause for more than societal concern

Industry Contributor Library

The Marketing Academy 2022 intake: TBWA\Sydney’s Tanya Vragalis, Mars Food’s Jade Lish, Hall & Partners’ Ed Steiner on 12.8% year-on-year churn, keeping pace with marketing tech, giving feedback

Pricing rethink: How brands can ease the Pain of Paying – and keep customers, and cashflow, in a crunch

Google cries wolf again, but stay of execution for Google Analytics Universal may backfire – now there's time to look at alternatives to GA4

More misinformation problems: There’s a place for all platforms in the media mix, including TikTok, but choice needs to be based on facts

Why your generic martech platform isn't working – and won't, no matter what you spend, because tech is not the problem

Look Sharp: We can't wait years for the US or UK to set attention standards; Australia should start its own attention body, now

The Marketing Academy 2022 intake: Revlon’s Marisa Laria, Alt/Shift’s Elly Hewitt and v2food’s Andrew May explain why staring at P&Ls doesn’t help, talent shortages, imagining the perfect workplace

The Marketing Academy 2022 intake: Wavemaker's Philippa Noilea-Tani, March One's Ben Coverdale and Zip's Debbie Wine on letting go of what you can't control, throwing your resume in the bin and slowing down to win

The Marketing Academy 2022 intake: Tourism Tasmania’s Emma Terry, Aje’s Kate Thomas, Salesforce’s Renata Bertram on talent skirmishes for contractors, being a perpetual apprentice, and first marketing campaign (for a dog)