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 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...

Industry Contributor 13 Jun 2024 -

Trust: you can’t fatten a pig on market day

By Ken Roberts - Executive Chairman and Founder, Forethought

When the corporate effluent hits the fan, should a company weather the storm or come out swinging? That depends, says...

Industry Contributor 23 Apr 2024 - 4 min read

Why aren’t more women in adland lining up for the top jobs?

By Rebecca Den Braber - General Manager, Hatched

With 62 per cent of our workforce female, there’s no shortage of incredible talent in the pipeline for the C-suite. So what’s...

Industry Contributor 17 Apr 2024 - 5 min read

Can media mix modelling unlock a new budget? Here's why it's worth trying, and three lines to pitch to the CFO

By James Dixon - Chief Data Officer & Partner, Atomic 212º

Approached the right way, it might just be possible to get the CEO and CFO to agree marketing – and brand budgets – as a...