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 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...

Industry Contributor 16 Apr 2024 - 5 min read

Don’t apologise in a crisis: corporate affairs have got it wrong – it's not what the market wants, will likely lead to your resignation and won't repair the brand

By Ken Roberts - Executive Chairman and Founder, Forethought

There is a school of corporate affairs thought that wants the CEO to come out fast and sorry when the data breach – or any...

Industry Contributor 1 Apr 2024 - 5 min read

'Market distortion': Drop the Media Bargaining Code and 'rent seeking' payouts from Big Tech for ... mining sector's royalty scheme

By Henry Innis, CEO - Mutinex

Critics of the Media Bargaining Code are getting noisier as Meta's flashpoint with the Federal Government on pulling news...

Industry Contributor 21 Feb 2024 - 5 min read

Think twice before abandoning linear TV: Three-year study shows advertisers swapping out for video go backwards

By Shaun Lohman - Founder & MD, Adgile Media

An analysis of more than 500 Australian brands spanning three years found that most advertisers who jumped ship to VOD lost...

Industry Contributor 15 Feb 2024 - 5 min read

Privacy pincer: Companies need to confront the data trust hangover – before it's too late

By John Bevitt - Managing Director, Honeycomb Strategy

With sweeping reforms to the Privacy Act set to become law this year, brands and marketers face a daunting task of...

Industry Contributor 14 Feb 2024 - 5 min read

Savouring success: Recipes Australian marketers can steal from the LVIII Super Bowl cornucopia

By Gen Hoey - Creative Lead @ 72andSunny ANZ

72andSunny had six ads in the Super Bowl this week. ANZ Creative Lead Gen Hoey thinks there's a recipe for big ad success. It...

Industry Contributor 6 Feb 2024 - 4 min read

Transparency in programmatic media: Not happy? Stop investing until you are

By Dan Johns - Partner, Tumbleturn Marketing Advisory

Former media agency boss turned consultant at Tumbleturn Marketing Advisory, Dan Johns, questions whether marketers will take...