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 14 Sep 2022 -

Australia Post marcomms chief: Brands are missing the mark on accessibility – but we can change that

By Corrina Brazel - Head of Marketing Communications, Australia Post

Australia Post Head of Marketing Communications Corrina Brazel was proud of the Dear Australia Covid-19 campaign she...

Industry Contributor 7 Sep 2022 - 6 min read

How brands shrink: Prof. Byron Sharp’s takedown of Binet & Field 'perplexing', self-serving, not so impartial but his work remains ‘brilliant’

By James Hurman, Founding Partner - Previously Unavailable

Sowing division in the marketing science community is “far from sharp”, argues James Hurman after a keynote went global from...

Industry Contributor 2 Sep 2022 - 4 min read

Error 404 - A fair, open internet not found: Marketers broke the internet and have to help fix it

By Dan Richardson, Head of Data, Asia-Pacific

Marketers and the media supply chain have created a monster, says Yahoo Apac Data chief Dan Richardson. With Yahoo data...

Industry Contributor 1 Sep 2022 - 4 min read

Sharp's blade: Do you need to cut your brand codes to grow your business? IAG, Officeworks, Nab and Dunkin' wield the knife

By Charlie Rose - Strategy Director, Principals

Professor Byron Sharp states that multiple pieces of creative actually work against brands – undermining their ability to...

Industry Contributor 1 Sep 2022 - 5 min read

Brand camp for the blockchain: How Reddit, VeeFriends, Nike CryptoKicks and Time are already putting NFTs to work

By Ben Cooper - Founder, Tricky Jigsaw & Group Innovation Director, M&C Saatchi

NFTs have moved beyond Bored Apes and rug pulls. Marketers can add real economic value to their brand identities and build...

Industry Contributor 24 Aug 2022 - 4 min read

Four questions that will test your agency partner’s true understanding of attention

By Alex Pacey - Chief Product Officer, PHD

Industry buzz and vague conversations about attention metrics abound, Alex Pacey, PHD’s Chief Product Officer, writes. Here...

Industry Contributor 17 Aug 2022 - 5 min read

What Instagram got wrong, what it means for you – and why a big slug of Vaseline's approach could do marketers the world of good

By Sharyn Smith - Social Soup founder/CEO and The Influence Group founder/director

Instagram's bid to fend off TikTok's threat by increasing the use of AI-recommended video to feeds over content that people...

Industry Contributor 17 Aug 2022 - 4 min read

Block(chain) Party: What marketers could learn from a $10bn secondary sneaker market, traceable tequila and rights ownership disruption

By Lee Simpson - CEO, whiteGREY

Blockchain has hurdles to clear before becoming the foundation of the next digital age, but dismiss it at your peril, says...

Industry Contributor 7 Aug 2022 - 5 min read

Personalisation isn’t dead – and those who disagree are sitting on the sidelines: For marketers taking a smarter approach, here are the pitfalls to avoid

By Darshana Patel, Customer Strategy Lead & Kate Cook, Analytics Lead - The Lumery

Personalisation is hard but, despite incoming data privacy shifts, it’s far from dead, according to The Lumery’s Darshana...