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 6 Jul 2022 - 4 min read

What Red Bull, Nespresso, Aldi - and behavioural science - can teach us about brand framing and context over content

By Dan Monheit - Co-founder & Director of Strategy, Hardhat

Context matters far more than content, argues Behavioural Science expert and Hardhat co-founder Dan Monheit argues. Therefore...

Industry Contributor 5 Jul 2022 - 4 min read

Human v machine intelligence: Google has made its biggest change to Google Ads since… ever?

By Gary Nissim - Managing Director, Indago Digital

Performance Max is Google’s next iteration of campaign in Google Ads, and it’s at once exciting, scary, and powerful – and...

Industry Contributor 22 Jun 2022 - 4 min read

‘If you can’t build your brand on TikTok, then you don’t have a brand’: How specialising too early is choking the talent pipeline, narrowing skill-sets, undermining marketing

By Justin Papps - Partner, Sayers Brand Momentum

The talent crunch has exacerbated a trend towards overspecialisation in those entering the workforce, at the expense of...

Industry Contributor 22 Jun 2022 - 4 min read

Programmatic digital out-of-home: Growth curve to steepen as market clears hurdles, grasps tech fees and pricing is flex trade off

By Brad Palmer - National Programmatic Director, JCDecaux

There’s debate around “tech tax” and disparate pricing within programmatic out-of-home (pDOOH). But the reality is that the...

Industry Contributor 6 Jun 2022 - 4 min read

Vale Peter Harvie: CHE founder, Austereo Chair, advertising great

By Mark Coad - CEO, Medibrands

The advertising and media industry marks the passing of man who gave back more than most people will ever realise. CHE co...

Industry Contributor 25 May 2022 - 4 min read

Time to measure off platform: Why your Meta ads are underperforming and how to fix them – Sparro

By Cameron Bryant - Founder & Partner, Sparro

Australia’s largest digital indie shop Sparro has run the numbers on Facebook spend and found the true impact of Apple’s...

Industry Contributor 24 May 2022 -

What will a decentralised Web 3.0 mean for brands – and the three questions marketers should ask themselves now

By Steve Thornton - Digital Director, Wavemaker

From the metaverse to NFTs and crypto, brands are falling over themselves to explore the new frontier of Web 3.0. But are...

Industry Contributor 12 May 2022 - 3 min read

BVOD frequency capping: By going too low, relying on programmatic methods, advertisers risk zero ROI – and the problem is getting worse

By Shaun Lohman - Founder & Managing Director, Adgile Media

Debate around BVOD frequency capping continues: Adgile’s Shaun Lohman says the firm’s analysis of more than 100 BVOD...

Industry Contributor 10 May 2022 - 4 min read

McDonald's is a real estate operator, Fonterra a grass growing business: Rethink core business beyond the obvious, drive innovation

By Cam Murchison - CEO, Attivo

McDonald's is not a restaurant but a real estate business. Google is not a search engine but a media owner. If we view...