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 24 Mar 2022 - 4 min read

NFTs are a passing fad, the metaverse is just a faster horse, and web 3 will replace surveillance capitalism with digital servitude... but selling digital goods to gamers is making serious money

By James Hier - Chief Growth & Product Officer, Wavemaker

Back after a Covid-induced three-year absence, this year’s SXSW was dominated by evangelists who would have you believe Web 3...

Industry Contributor 24 Mar 2022 - 6 min read

Disruption is dead: Businesses are being sold a myth of transformation – and it’s going to prove costly

By Nick Keenan - CEO, Starcom

Consultants are busy selling transformation to brands that fear being the next victim of overnight disruption. Don’t believe...

Industry Contributor 21 Mar 2022 - 5 min read

The earned is not always enough: Why corporate comms is eyeing off paid media

By Neil Shoebridge - Co-Founder and Partner, SKMG

Corporate communications people don’t need to, and shouldn’t, be running big ad campaigns, says SKMG's Neil Shoebridge. But...

Industry Contributor 21 Mar 2022 - 4 min read

This is not a drill: Your current version of Google Analytics is about to stop working; kiss goodbye to year-on-year data

By Gary Nissim - Managing Director, Indago Digital

In July 2023 Google is sunsetting its current version of Google Analytics. GA4 is replacing Universal and none of your old...

Industry Contributor 17 Mar 2022 - 3 min read

Can marketers achieve their global career dreams… from Asia Pacific?

By Leandro Perez - Vice President , Asia Pacific Marketing, Salesforce | Marketing Academy Scholar

Swapping Sydney for San Francisco was a major career accelerator for Leandro Perez. He was headhunted by Salesforce and,...

Industry Contributor 16 Mar 2022 - 4 min read

If agency heads can't say no to a pitch, they lose all their power, all their profit and eventually, all of their business

By Dan Beaumont - Managing Partner, The Royals

Preoccupation with revenue growth means agency heads can rarely say ‘no’ to a pitch, and that transfers all the power to the...

Industry Contributor 16 Mar 2022 - 4 min read

Is trade retail the new programmatic 'black box'? Retailers squeezing marketing budgets must be challenged

By Pia Coyle & Will Chapman - Managing Partners, Avenue C

Advertisers' survival at shelf and online depends on strong relationships with the businesses that are now selling them...

Industry Contributor 14 Mar 2022 - 4 min read

Segmentation eats representation for breakfast: why Google might find virtue signalling over effectiveness ends badly

By Sergio Brodsky - Founder and Principal Consultant at Surge | Scholar, The Marketing Academy

“If my attention is going to get taxed, I’d rather experience it with a relevant proposition than one disguised as a moral...

Industry Contributor 9 Mar 2022 - 3 min read

After International Women’s Day, is positive change plateauing? Plus one genuine LinkedIn leader walking the talk

By Chris Howatson - Founder & CEO, Howatson+Company

Having attended a corporate breakfast, liked a support post and acknowledged a colleague for their contribution to progress,...