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 28 Jul 2019 - 2 min read

Coke’s big innovation bet paying off

By Paul McIntyre - Executive Editor

Changing the components keeps the marketing machine keeps firing. As consumer tastes shift, Coke has moved with them. Zero...

Industry Contributor 28 Jul 2019 - 2 min read

Unilever: Data and programmatic driving effectiveness, but we need more staff

By Paul McIntyre - Executive Editor

Unilever’s top line growth in mature markets is sluggish and CMO turned CEO Alan Jope is reforming its approach to marketing...

Industry Contributor 27 Jul 2019 - 2 min read

Data-driven shopping: Mike Tyquin outlines Cartology plan

By Paul McIntyre - Executive Editor

Now Tyquin and Cartology have broken cover, expect them to be extremely active with media agencies and marketers in the...

Industry Contributor 27 Jul 2019 - 2 min read

IAB urges real-time bidding review

By Paul McIntyre - Executive Editor

Broadcast of sensitive personal information in RTB is a data breach, according to the ICO. Coupled with demands for overt...

Industry Contributor 22 Jul 2019 - 1 min read

AI? Elon Musk plans to stitch computer chips into brains

By Paul McIntyre - Executive Editor

As marketers and agencies race for basic AI capability, Musk is raising the stakes, talking about telepathy between humans...

Industry Contributor 22 Jul 2019 - 1 min read

Facebook newsfeed ad changes require copy, creative rethink

By Paul McIntyre - Executive Editor

Marketers now need to review and update any creative they are running on Facebook as ads will be automatically cropped to...

Industry Contributor 22 Jul 2019 - 1 min read

Unilever CEO predicts marketers will become specialists, not generalists

By Paul McIntyre - Executive Editor

A clear message for marketers that want to make it to the top from one of the world’s largest brand marketing companies: Take...

Industry Contributor 22 Jul 2019 - 2 min read

Omnicom: We’ll keep renting data, not buying legacy assets

By Paul McIntyre - Executive Editor

Wren said enough to infer that big data deals by Interpublic Group and Publicis were a waste of money. Time will tell, but...

Industry Contributor 22 Jul 2019 - 2 min read

Instagram hides likes in Australia and New Zealand

By Paul McIntyre - Executive Editor

Some influencers believe Instagram’s ultimate plan is to take a bigger share of the spoils they currently enjoy.

Adam Liaw,...