Industry Contributor

Industry Contributor 14 Nov 2024 - 5 min read

Forget AI – marketers’ confidence crisis is the industry’s biggest challenge

By Liam Loan-Lack - Fractional CMO

Marketers are suffering a confidence crisis – and it's easy to see why, says Liam Loan-Lack. They are lumped with all of the risk in driving future business revenues, and in a depressed market, that's a vulnerable position to be in. Meanwhile, the rules of the game are constantly changing. Is there...

Industry Contributor 12 Nov 2024 - 4 min read

Why generative AI won't replace proper PRs or journalists any time soon

By Dominic White - Account Director, Allison Australia and New Zealand

Generative AI will almost certainly replace PRs that largely email pitches and press releases and the pseudo journalists that copy, paste and publish them with, at best, a different headline and intro. But the algorithms cannot replace the contacts, back-channelling, horse trading and clandestine...

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 Library

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...

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...

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...

Industry Contributor 28 Aug 2024 - 5 min read

AI in wonderland: How emotional [not just intelligent] technology offers us new frontiers in brand storytelling

By Catherine Heath & Dr Gordon Euchler - Founder, Once Upon a Time Brands; Founder, Spikes

How good it is AI at evoking emotions? Because evoking emotions is what makes people try new technology and hence try AI. Cat...

Industry Contributor 15 Aug 2024 - 5 min read

Mediabrands automates TV, OOH, press bookings, tracking, makegoods – saves 65k head hours, frees staff from drudge

By Geoff Clarke - COO, Mediabrands

In 2021 Mediabrands CEO Mark Coad warned media agencies risked massive churn and despondent staff due to the sheer volume of...

Industry Contributor 13 Aug 2024 - 5 min read

Complexity has a new ally: AI – and the Big 4 are rubbing their hands with glee

By Matt Morgan - Managing Director, lowercase

AI is driving huge top line growth... for consulting firms. Deloitte ($23.2 billion), PwC ($22.6 billion), EY ($16.1 billion)...

Industry Contributor 13 Aug 2024 - 5 min read

The Long and the Short of It turns 10: Three contemporary ways to sell your CFO on brand building

By James Dixon - Chief Digital Officer, Atomic 212

Binet & Field's The Long and the Short of It now ten years old. But convincing CEOs and CFOs that investing in brand delivers...

Industry Contributor 22 Jul 2024 - 4 min read

What SXSW Sydney can learn from Cannes

By Barry O'Brien - Chairman, Atomic 212°

SXSW could provide a platform to power out of economic pain and weak consumer confidence as well as set the global creative...

Industry Contributor 26 Jun 2024 - 10 min read

$700bn delusion: Does using data to target specific audiences make advertising more effective? Latest studies suggest not

By Jon Bradshaw - Founder, Brand Traction

Ever wondered how come martech is a US$700bn industry, but the ads you see are still crap? Clue – it's because the data...