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 27 May 2019 - 2 min read

eBay mails print catalogue to 2m Australians in growth bid

By Paul McIntyre - Executive Editor

There’s a classic irony in digital companies turning to physical environments to drive sales or cut-through. Facebook’s...

Industry Contributor 26 May 2019 - 2 min read

Ad fraud to hit $42bn in 2019, $100bn by 2023

By Paul McIntyre - Executive Editor

Ad fraud is booming and if Juniper’s figures are right, will siphon off 13% of all digital ad dollars this year. That’s...

Industry Contributor 26 May 2019 - 2 min read

LVMH subpoenaed in FBI media buying probe

By Paul McIntyre - Executive Editor

Three years on from the ANA’s media transparency report, nobody has been arrested. But the pressure is building - a grand...

Industry Contributor 26 May 2019 - 3 min read

Doubleclick probed as regulators take aim at programmatic

By Paul McIntyre - Executive Editor

The investigation is potentially bigger than Google and could determine the future of real-time bidding. That is, if...

Industry Contributor 20 May 2019 - 2 min read

oOh! Media boss predicts ad green shoots, ScoMo to put mojo back into ad market?

By Paul McIntyre - Executive Editor

Henry Tajer at Dentsu Aegis, Omnicom's Kristiaan Kroon and Ikon's Pat Crowley are broadly aligned about a pick-up in the ad...

Industry Contributor 20 May 2019 - 2 min read

Taco Bell to open pop up hotel

By Paul McIntyre - Executive Editor

Putting customers in a pool with inflatable hot sauce packets is as immersive as it gets and the free media Taco Bell has...

Industry Contributor 20 May 2019 - 3 min read

PepsiCo and Anheuser-Busch InBev go in-house

By Paul McIntyre - Executive Editor

Another sign that big brands are backing their own data and ability to execute as a result of market and regulatory shifts....

Industry Contributor 19 May 2019 - 2 min read

Marketers to ditch influencers, but keep spending with Facebook

By Paul McIntyre - Executive Editor

When it comes to concerns over privacy and data breaches, marketers appear to have a blind spot. They are happy to spend hand...

Industry Contributor 19 May 2019 - 2 min read

Advertisers fear cookie cutter and face-wipes as platforms mobilise

By Paul McIntyre - Executive Editor

Given the pressure on Google and Facebook, allowing people to block tracking cookies and clear histories makes sense. It’s...