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 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...

Industry Contributor 31 Jan 2024 - 6 min read

What does risk management have to do with business ambition?

By Tess Ariotti - Lead Consultant, Salterbaxter

Heightened focus on the risks of not having sustainable business practices only continues in 2024 with growing crackdowns on...

Industry Contributor 23 Jan 2024 - 5 min read

Australian business leaders are losing control of their organisations – and consultancies are to blame

By Matt Morgan - Co-Founder & Managing Director, lowercase Advisory

There's a major discrepancy between CEOs and CMOs regarding how a customer influences their business strategy. Agencies can...

Industry Contributor 29 Nov 2023 - 5 min read

Why marketers – and agencies – should pray for ad wear out

By Zac Martin - Planning Director, TBWA\Melbourne

Irn Bru has been running the same ad since 2006. It's been voted Scotland's most memorable Christmas ad. While most brands...

Industry Contributor 8 Nov 2023 - 5 min read

Marketing magpies: Stop fetishising the new, start building stronger brands, more effective ads – and let people catch-up with what you’ve already done

By Hannah McHard - Head of Effectiveness, BMF

We’re an industry of magpies, distracted by new, shiny things and fetishising novelty. That tendency can work in our favour....

Industry Contributor 7 Nov 2023 - 4 min read

The marketer’s acid test on the AICD: ex-Coles, Aus Post marketer Amber Collins on how to be far better prepared when presenting to the board – and joining one

By Amber Collins - Board executive, former customer and marketing chief

The Australian Institute of Company Director’s course, which bestows the prized GAICD initials upon marketers that complete...

Industry Contributor 2 Nov 2023 - 5 min read

Privacy reform safe bets: Stop using third party data; audit your tags, review your tech stack, deal with dark data... by next Christmas

By Richard Taylor - Managing Director, Digital Balance

Government is trying to buy itself some time to decide on the hard, highly disruptive stuff thrown up by the Privacy Act...

Industry Contributor 2 Nov 2023 - 5 min read

Apple’s new Link Tracking Protection (LTP) will take a bite out of the ecommerce game – can marketers get ahead of the change?

By Adam Sharon-Zipser - Managing Director, Elephant Room

The world of digital marketing and the ability to effectively reach audiences is about to get a whole lot harder thanks to...

Industry Contributor 5 Oct 2023 - 5 min read

Unsexy sells: Why terms and conditions are the new brand battlefront

By Hamish Cargill - Director, Principals

The drama around Qantas – and the accusations about how they’ve been treating customers who have purchased their products in...