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 13 May 2019 - 2 min read

Human traffic: Paying people for clicks is real but costly

By Paul McIntyre - Executive Editor

Automation may be sweeping through media and advertising, but it appears the opposite is taking place in some parts of the ad...

Industry Contributor 13 May 2019 - 2 min read

Chobani CMO: 90% of creative done in-house

By Paul McIntyre - Executive Editor

If you want more on brands taking stands and how agencies annoy marketers, this is the podcast for you. McGuinness’s in-house...

Industry Contributor 11 May 2019 - 2 min read

Deloitte follows Accenture with Dutch digital buy

By Paul McIntyre - Executive Editor

Accenture Interactive has made much of the early running but Deloitte is also amassing a battery of digital and data...

Industry Contributor 10 May 2019 - 3 min read

Co-founder: Regulators must break up Facebook, here’s how

By Paul McIntyre - Executive Editor

Chris Hughes argues Facebook has become un-American, eclipsing all competition - a situation marketers have contributed to...

Industry Contributor 10 May 2019 - 3 min read

Cookie cutter: Google Chrome update worries ad platforms

By Paul McIntyre - Executive Editor

Changes to the tokens that underpin digital advertising's ecosystem could have deep ramifications for marketing strategies -...

Industry Contributor 9 May 2019 -

Target's customer ad network takes on Amazon

By Paul McIntyre - Executive Editor

First party sales data is something Google and Facebook – and ad agencies - do not have. Target does. It also has strong...

Industry Contributor 6 May 2019 - 3 min read

Clues to Google’s ad revenue mystery

By Paul McIntyre - Executive Editor

Google's ad growth slowdown has spawned all manner of investor theories and its silence on the matter is partly because...

Industry Contributor 6 May 2019 - 3 min read

Marriott backs brand trust and loyalty to best Airbnb

By Paul McIntyre - Executive Editor

Marriott's play is both defensive and offensive but 120 million loyalty app members is potentially powerful. Marriott is...

Industry Contributor 6 May 2019 - 2 min read

Connected TV taking search and social budgets

By Paul McIntyre - Executive Editor

Challenger brands are applying strategies, metrics and budgets developed for search and social to connected TV and the...