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 24 Jun 2019 - 2 min read

P&G CMO: Google and Facebook clean-up efforts deserve credit

By Paul McIntyre - Executive Editor

Marc Pritchard’s comments follow an admission by Facebook exec Carolyn Everson’s that Facebook will never be able to fully...

Industry Contributor 24 Jun 2019 - 2 min read

Johnson & Johnson ditches CMO role

By Paul McIntyre - Executive Editor

Six years since creating the global CMO role for former Coke marketer Alison Lewis, Johnson & Johnson appears to have...

Industry Contributor 24 Jun 2019 - 2 min read

Unilever asks marketers and agencies to take DNA tests

By Paul McIntyre - Executive Editor

A fitting metaphor for the approach Unilever is taking internally, embedding diversity within its cultural DNA. Santos is...

Industry Contributor 24 Jun 2019 - 2 min read

Burger King CMO: Campaigns without creativity are just wallpaper

By Paul McIntyre - Executive Editor

Burger King’s marketing has been on fire – literally – in recent years. And it’s helping to shift product; same store sales...

Industry Contributor 23 Jun 2019 - 2 min read

Top CMOs: Think broader, last longer, go further

By Paul McIntyre - Executive Editor

The CMO-to-CEO trip is about the bigger picture – provided you deliver results in the short term. And think business, not...

Industry Contributor 23 Jun 2019 -

Big advertisers: Top of funnel ad effectiveness declining

By Paul McIntyre - Executive Editor

Quarterly reporting and pressure to deliver fast results compound challenges for marketers adapting to a rapidly shifting...

Industry Contributor 23 Jun 2019 - 2 min read

Data watchdog says behavioural advertising is breaking law

By Paul McIntyre - Executive Editor

Real-time bidding is breaching all sorts of data laws, according the ICO report. That has ramifications for everyone in the...

Industry Contributor 23 Jun 2019 - 2 min read

Samsung CMO: Huge budgets for influencer marketing? No, no, no

By Paul McIntyre - Executive Editor

In an influencer world based on scale, the biggest advertiser of all is going niche, adding weight to the argument that micro...

Industry Contributor 22 Jun 2019 - 2 min read

P&G puts big agencies on notice with deeper budget cuts

By Paul McIntyre - Executive Editor

Another billion dollars out of the pockets of the holding groups and further confirmation that the market is moving faster....