Industry Contributor

Industry Contributor 21 Nov 2024 - 8 min read

Ritson's wrong, it’s time to step up ESG efforts: Advertisers must take responsibility for the impact of their media spend on society

By Simon Lawson - Managing Director | PHD Melbourne

PHD Melbourne boss Simon Lawson takes issue with Mark Ritson's suggestion that ESG is being sidelined by a political swing to the right. But he says advertisers and agencies are already failing on the 'S' part of environmental, social and governance – and shirking responsibility for the wider impact...

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 Library

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...

Industry Contributor 5 May 2022 - 4 min read

‘Find me 20 per cent savings’: Connected TV’s BVOD frequency issue has many guilty parties, including advertisers and ad tech firms

By Clay Gill - CEO, Matterkind AU

Advertisers and ad tech providers must share the blame for BVOD’s endless repeating ads. There is a solution to the problems...

Industry Contributor 25 Apr 2022 - 4 min read

Skin changes everything: CommBank brand strategist on learning to take risks in marketing and why everyone should start a business

By Anna Bay - Executive Manager Brand Strategy, CommBank | Founder, The Dinner App | Marketing Academy Scholar

Go forth and do, says Anna Bay. The CommBank Executive Manager, Brand Strategy, has this year also launched her own business,...

Industry Contributor 7 Apr 2022 - 5 min read

Flip your thinking: How to conquer your inner imposter and join the c-suite within five years

By Pamela Bishop - COO, Blooms The Chemist | Marketing Academy Scholar

Pamela Bishop named her inner imposter Marella. By naming her enemy, she conquered fear and within five years had become a...

Industry Contributor 5 Apr 2022 - 4 min read

The great rebrand: Latest data shows B2B drive for CX over product marketing; major brand investments in 2022, rebranding or reinventing to ward off start-ups

By Joel Thomson - Head of Strategy, Green Hat

After betting most of the farm on lead-gen, B2B marketers are emerging as the new brand converts. Latest data shows more...

Industry Contributor 28 Mar 2022 - 3 min read

What got you here, won’t get you there: How to create a reinvention mindset and stay ahead of the transformation consuming media and marketing skillsets

By Emily Murren - Director, Consumer Marketing, Domain | Marketing Academy Scholar

Have you been in the same role for a while and feeling a bit flat and stagnant? Is digital transformation making you question...