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 9 Jul 2021 - 4 min read

Women in tech: When bias blinds, this is what happens to ‘seeing is being’

By Freya Morris - Campaign Executive - Mi3

Only 30 per cent of data and analytics roles in Australia are held by women. Given the pivotal role these converging...

Industry Contributor 9 Jul 2021 - 5 min read

Balancing brand and emotion: How much branding does your campaign really need?

By Charlie Rose - Associate Strategy Director - Principals

The greatest minds in marketing have long championed distinctive brand assets but how do marketers and their agency partners...

Industry Contributor 30 Jun 2021 - 4 min read

Five things every CEO needs in their corporate affairs director

By Anna Whitlam - Founder & Managing Director - Anna Whitlam People

"The right stuff": the qualities needed to do or be something, especially something that most people would find difficult. Th...

Industry Contributor 3 Jun 2021 - 6 min read

Kim Williams: Corporations should take a stance on major social movements

By Vanessa Liell - Executive Director | Commtract

At a high level-round table, Kim Williams distilled the fundamentals of good communications, why corporations should take a...

Industry Contributor 3 Jun 2021 - 6 min read

If I was rude on our video conference, blame my brain

By David Roddick - Commercial Executive

Why does a well mannered human become inconsiderate, disrespectful and even aggressive once they are behind glass? It happens...

Industry Contributor 21 May 2021 - 4 min read

Selling data, in a fluctuating world of data privacy and consent

By Chris Brinkworth - Operational Advisor, Narrative.io

Like oil markets, data prices are governed by supply and demand economics. The incoming changes from big platforms will soon...

Industry Contributor 20 May 2021 - 3 min read

Peter Field says the evidence to invest in this channel is “unarguable”. So is it part of your media mix?

By Vanessa Lyons - General Manager, ThinkNewsBrands

Analysis of the IPA Databank by the Godfather of effectiveness finds the inclusion of news in media schedules is “unarguable”...

Industry Contributor 14 May 2021 - 4 min read

Any adtech vendor dreaming up cookie alternatives is kidding themselves

By Simon Larcey - MD, Viztrade

As the advertising world changes fundamentally, publishers should shun adtech firms touting post-cookie ID solutions – and...

Industry Contributor 14 May 2021 - 2 min read

Marketers and ‘the business’ are not Game of Thrones-style foes, but key partners that create total experience of brands

By Andrew Holt Founder and Principal - The Whole Picture

Most brands overlook the total experience, or TX, at their peril, Andrew Holt writes. In the quest for growth, there are four...