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 4 Feb 2022 - 4 min read

How far should we take behavioural science into media planning and buying? Much further than you think

By Sarah Heitkamp - Head of Strategy & Planning - Sydney, Zenith

Our brains are hardwired to take shortcuts and make decisions in microseconds based on in-built biases. Media planners can...

Industry Contributor 31 Jan 2022 - 4 min read

How challenging my (big) little fears beat the professional and personal imposter

By Heath Evans - Marketing & Communications Lead, Blockchain Australia | Scholar, The Marketing Academy

Fear swept through Blockchain Australia's Marketing and Comms Lead Heath Evans at the thought of an invite to stand on stage...

Industry Contributor 25 Jan 2022 - 4 min read

Why ‘nano degrees’ are white hot for privacy, cookies, Web 3.0, NFTs, the metaverse and beyond; Mr Ritson won’t be happy

By Lisa Vitaris - CMO, Tyro | Scholar, The Marketing Academy

Tyro CMO Lisa Vitaris recently completed 'nano degrees' in privacy changes, the deprecation of third-party cookies and how...

Industry Contributor 24 Jan 2022 - 3 min read

Digital transformation will fail because today's marketers lack the skills to deliver it

By Teresa Sperti - Founder & Director - Arktic Fox

Australia’s brands continue to scramble to digitally transform. The problem is, they don’t have the capability. Chronic...

Industry Contributor 13 Dec 2021 - 5 min read

Above-the-line, performance and programmatic are deceptive terms: Here's how media agencies and marketers should reclassify media

By James Dixon - Chief Digital Officer, Atomic 212

We're using a term invented 70 years ago to classify brand spend, and countering it with increasingly outdated buckets for...

Industry Contributor 7 Dec 2021 - 4 min read

Influencer marketing faces a reckoning as regulation catches up – and an election looms

By Dan Hojnik, Head of Strategy & Planning, Involved Media

Regulation is finally catching up with influencer marketing, reckons Involved Media's Head of Strategy and Planning, Dan...

Industry Contributor 2 Dec 2021 - 4 min read

The media industry is approaching diversity and inclusion all wrong

By Raeshem Chail - Senior Communications Manager, Hatched

Top-down policies and workshops that alienate the wider workforce are doing diversity and inclusion a disservice. Hatched's R...

Industry Contributor 30 Nov 2021 - 5 min read

A sorry tale of delivery hell: Five ways agencies and brands should be putting the C into CX strategy

By Julie Dormand - Former CEO, Mercerbell & Senior Advisor, 24 Hour Business Plan

Former MercerBell CEO Julie Dormand had an infuriating experience buying furniture online. Instead of getting mad, she's...

Industry Contributor 24 Nov 2021 - 4 min read

Why a ‘camera strategy’ is the next ‘social strategy’, and how brands can learn from Hyundai and MAC Cosmetics

By Kathryn Carter - General Manager APAC, Snap Inc.

If a brand isn’t preparing a camera strategy, it’s missing out on an engaged and influential audience and a channel that...