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 5 Oct 2022 - 6 min read

The Marketing Academy 2022 intake: KFC's Jess Farahar, Deloitte Digital's Dan Tintner and REA Group's Tobias Johnstone on learning through mistakes (not Google) and hiring economists to manage 'new oil' data

By Tobias Johnstone, REA Group; Jess Farahar, KFC; Dan Tintner, Deloitte Digital - 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 4 Oct 2022 - 5 min read

Will interest rates gut the media market? CPMs set for flat to negative, digital to be hardest hit

By Henry Innis, Co-Founder - Mutiny

My gut says the media market is headed for a flatline at best and media prices are about to deflate a little.

Industry Contributor 4 Oct 2022 - 6 min read

The Marketing Academy 2022 intake: IAG's Anna Jackson, The Hallway's Chris Murphy and OMD's Philippa Moig on killing ego, never getting emotional in commercial negotiations – and taking responsibility for everything

By By Philippa Moig, OMD; Anna Jackson, IAG; Chris Murphy, The Hallway - 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 28 Sep 2022 - 4 min read

Economy shitshow may drive higher Netflix advertising uptake but we don’t need expensive spots to create better ads – just look at Stranger Things, Money Heist

By Andrew Reeves, Head of Strategy, Melbourne - The Royals

Ads are coming to Netflix, and the economic signs are that an ad-funded tier may gain more subscribers than forecast, But as...

Industry Contributor 27 Sep 2022 - 1 min read

The Marketing Academy 2022 intake: Coles' Patrick Barbaro on the art of listening, taking enlightenment from confusion – and grappling with martech shifts

By Patrick Barbaro - Head of Group Media, Coles & 2022 Marketing Academy Scholar

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

Industry Contributor 27 Sep 2022 - 3 min read

Duplicity in our target audience, data collection and multiple profiles: The new challenge for marketers taking on Gen Z

By Kiranpreet Kaur - Managing Director, Archibald Williams

Younger people are creating multiple profiles online – one private and one more public. Both are curated but different...

Industry Contributor 26 Sep 2022 - 3 min read

The Marketing Academy 2022 intake: Boody's Ruth Haffenden on the best advice she's ever been given, marketing's greatest capability gap - and how to nail TMA's entry requirements

By Ruth Haffenden - Global Head of Brand and Marketing, Boody & 2022 Marketing Academy Scholar

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

Industry Contributor 19 Sep 2022 - 4 min read

Foxtel media boss: Watchability will be the deciding factor of the streaming wars – and the new players may soon face the same ad stacking problems

By Mark Frain - CEO, Foxtel Media

Amid the hype surrounding Netflix and Disney's advertising launches into Australia, there are some hard realities ahead, says...

Industry Contributor 16 Sep 2022 - 4 min read

Bad science will derail good science and no one will get to Rome: Clients don't trust awards data – Byron Sharp isn't wrong

By Waqas Tahir - Head of Brand Strategy, Loud

We should not accept an analysis based on advertising awards as good science just because it is directionally similar to...