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 8 Jul 2019 - 2 min read
 

Fingerprinting on the rise in face of cookie demise
By Paul McIntyre - Executive Editor

While third party cookies come under fire from both browser makers and regulators, the ad machine has found some workarounds...
Industry Contributor 8 Jul 2019 - 2 min read
 

Publicis CEO: Epsilon gives us the edge on Accenture – and rivals
By Paul McIntyre - Executive Editor

Arthur Sadoun says first party data is far more valuable than second or third party stuff – and Epsilon will sit at the heart...
Industry Contributor 8 Jul 2019 - 2 min read
 

Voice marketing: All talk?
By Paul McIntyre - Executive Editor

“Nobody’s shopping. You’re going to spend a ridiculous amount for a negative RoI,” is at odds with the World Federation of...
Industry Contributor 8 Jul 2019 - 2 min read
 

Netflix content chief: Be more careful with money
By Paul McIntyre - Executive Editor

Netflix can’t keep losing money forever, and the pressure will increase as rivals such as Disney take back content and enter...
Industry Contributor 8 Jul 2019 -
 

Westfield shopper data platform spinout under pressure
By Paul McIntyre - Executive Editor

The promise of bringing together on and offline customer data, communications and advertising solutions with closed loop...
Industry Contributor 7 Jul 2019 - 2 min read
 

Mars Petcare invests in 20 start-ups in bid to crack DTC
By Paul McIntyre - Executive Editor

For CPG, DTC is all about the data and the direct connection with buyers, something they do not have while retailers remain...
Industry Contributor 6 Jul 2019 - 2 min read
 

UK information regulator turns cookie heat up a notch
By Paul McIntyre - Executive Editor
Industry Contributor 1 Jul 2019 - 1 min read
 

Private Equity Partners set for Arnott’s swoop
By Paul McIntyre - Executive Editor

Whether PEP or KKR lands Arnott’s a key question is how they treat the businesses. Cut or invest? Arnott’s is in the midst of...
Industry Contributor 1 Jul 2019 - 2 min read
 

CMOs ‘shouldn’t fear rise of the chief growth officer’
By Paul McIntyre - Executive Editor

CGOs are becoming ‘analytics masters’, investing in tech and automation solutions to react and get to market faster,...
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