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 19 May 2019 - 2 min read

Demand for data-safe programmatic a saviour for Vice

By Paul McIntyre - Executive Editor

GDPR is providing a lifeline for publishers as marketers shun third party data and the risk of non-compliance.

Digiday repo...

Industry Contributor 18 May 2019 - 3 min read

Fortune 500 CEOs join politicians in calling for Facebook regulation

By Paul McIntyre - Executive Editor

Marketers relying on cheap social reach need to keep a close watch on developments. The advertising industry as we know it is...

Industry Contributor 18 May 2019 - 2 min read

'Conversational commerce' to usurp websites within five years?

By Paul McIntyre - Executive Editor

It's a big call to write-off websites and apps in five years but conversational commerce, without question, has a massive...

Industry Contributor 18 May 2019 - 2 min read

Google strikes back as Amazon encroaches

By Paul McIntyre - Executive Editor

As Amazon eats into search ad revenue, Google is fighting back. According to some studies, Amazon had overtaken Google for...

Industry Contributor 17 May 2019 - 2 min read

Amazon ‘closing in on Sizmek’s ad serving tech’

By Paul McIntyre - Executive Editor

So there's competition for the duopoly but only from the third tech platform, Amazon. The fact that Sizmek couldn't remain...

Industry Contributor 13 May 2019 - 2 min read

Schick owner buys DTC razor upstart Harry’s for $1.4bn

By Paul McIntyre - Executive Editor

Edgewell is betting big on its ability to apply an integrated DTC and retail approach across a global omnichannel platform....

Industry Contributor 13 May 2019 - 2 min read

Kraft Heinz top marketer exits, but new CEO is a marketer

By Paul McIntyre - Executive Editor

Without acquisitions, cost cutting can only go so far. Now Kraft Heinz is swinging back to brand building. Hiring a marketer...

Industry Contributor 13 May 2019 - 2 min read

Facebook sues Rankwave over app data misuse

By Paul McIntyre - Executive Editor

TechCrunch suggests Facebook may have another Cambridge Analytica on its hands. A scandal of that scale is highly unlikely....

Industry Contributor 13 May 2019 - 2 min read

Lego Masters blends brand building and performance

By Paul McIntyre - Executive Editor

Nine execs would be scratching their heads if Lego sales hadn’t picked up. Yet, despite the format winning plaudits and...