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 1 Jul 2019 - 2 min read

Ritson: Marketers should stop bullshitting about 5G and do some marketing

By Paul McIntyre - Executive Editor

Mark Ritson wasn’t even at Cannes but puts this year’s ‘game changer’ back in its box with his latest invention: 9G.

Ritson...

Industry Contributor 30 Jun 2019 - 2 min read

Rise of online marketplaces forces footwear marketers to rethink resellers

By Paul McIntyre - Executive Editor

Turning footwear into a commodity is an interesting concept – and StockX’s sales and valuation suggest it has legs. CEO Scott...

Industry Contributor 30 Jun 2019 - 2 min read

Accenture’s digital play driving major revenue growth

By Paul McIntyre - Executive Editor

“Strong double digit growth” is something the advertising holding companies – any company – would give their eye teeth for....

Industry Contributor 30 Jun 2019 - 2 min read

Anheuser-Busch InBev buys influencer’s canned wine company

By Paul McIntyre - Executive Editor

Ofstrovsky said he launched the brand aiming to be the Bud Light of canned wine. Now it is. Meanwhile, beer sales remain in...

Industry Contributor 30 Jun 2019 - 2 min read

Mobile phones banned in Victoria state schools to combat bullying, reduce distraction

By Paul McIntyre - Executive Editor

Other states will be watching closely how this plays out. But big tech execs appear to agree with the decision. Variations on...

Industry Contributor 30 Jun 2019 - 2 min read

FANG becoming biggest advertisers: who’s spending what?

By Paul McIntyre - Executive Editor

While some big advertisers are paring back spend, the platforms are splashing the cash – and they are spending big on TV,...

Industry Contributor 30 Jun 2019 - 2 min read

‘Why leaving Unilever was the best thing I did’

By Paul McIntyre - Executive Editor

Fresh perspectives can shift brands – and Jobling has her work cut out at Centrica, whose share price has fallen 72 per cent...

Industry Contributor 30 Jun 2019 - 2 min read

Global agency heads: Despite screw ups, platforms still work

By Paul McIntyre - Executive Editor

Marketers are under pressure to deliver results – and Facebook and Google deliver. So they will keep spending no matter what....

Industry Contributor 24 Jun 2019 - 2 min read

Google ‘profiting from millions of false business listings on Maps’

By Paul McIntyre - Executive Editor

The WSJ article cranks up the pressure as U.S. regulators ramp up antitrust investigations – and the Murdoch-owned paper...