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 1 Aug 2022 - 5 min read

Websites generating twice as much of CO2 as cars - but we're focusing on decarbonising ads. Here's how to cut carbon faster

By Gary Nissim - Managing Director, Indago Digital

A website with 100,000 page views a month emits twice the amount of carbon dioxide as a Toyota Yaris. Think about what that...

Industry Contributor 26 Jul 2022 - 5 min read

Meet my meta half – a marketers' guide to the metaverse, part one

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

Marketers are scrambling to understand what the metaverse actually represents. The truth is, we already live there, says...

Industry Contributor 25 Jul 2022 - 5 min read

How not to be a metaverse noob – a marketers' guide to getting started, part two

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

To a “noob,” Web 3.0 might look like an 800-pound bored ape that nobody can touch for fear of losing a financial arm or leg....

Industry Contributor 22 Jul 2022 - 5 min read

As Australian consumer confidence continues to plummet, should advertisers be worrying?

By Stewart Gurney - Chief Strategy Officer, Kaimera

July saw the eighth successive drop in consumer confidence, meaning we’re now back to early Covid levels. Kaimera’s Stewart...

Industry Contributor 14 Jul 2022 - 5 min read

Rethinking cross-channel measurement: It’s time to stop chasing digital vanity metrics – and think bigger than CPMs

By Lauren Deighton - Director, Media Partnerships, Ampel

Are media planners and buyers so crunched that they have forgotten how to innovate? Why else are we basing channel selection...

Industry Contributor 12 Jul 2022 - 6 min read

Part Two: The marketers-only master cookie update – Google may delay third-party cookie crunch with no clear replacement; the winners, losers plus key takeouts, no regrets actions for marketers

By Willem Paling, Director of Product, CX & Personalisation - Luxury Escapes

Marketers are being criticised for being unprepared for the impending cull of third party cookies. But the path to post...

Industry Contributor 11 Jul 2022 - 5 min read

Part One: The marketers-only master cookie update – what every marketer should be telling their leadership team and asking of their agency and tech partners

By Willem Paling, Director of Product, CX & Personalisation - Luxury Escapes

The cookie debate has many conflicting voices and self-interested agendas, so here’s a perspective for marketers from Luxury...

Industry Contributor 11 Jul 2022 - 4 min read

The Cannes bubble: industry needs to change what it's talking about, thinking about, and actually doing

By Justin Graham - CEO, M&C Saatchi Group

It feels a little uncomfortable to be in advertising right now, says M&C Saatchi group boss Justin Graham, fresh back from...

Industry Contributor 7 Jul 2022 - 4 min read

Five tips to avoid your agency being an expensive disaster (from an agency boss)

By John Vlasakakis - Co-founder, Next&Co

Partnering with the right agency is one of the most impactful decisions marketers can make. When both parties have their...