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 2 Dec 2020 - 5 min read

Journalism will never have a “Social Dilemma”

By Adam Singolda, CEO - Taboola

The crux of Netflix’s recent documentary, The Social Dilemma, rests on one foundational message: the over-collection of...

Industry Contributor 1 Dec 2020 - 3 min read

In-housing, hybrid models, too many cooks: We're at risk of losing sight of the customer

By Jen Davidson, Managing Partner - Tumbleturn Media

Working with Nielsen and SMI, we reviewed the path to purchase of over 40 categories; ranging from complex, high involvement...

Industry Contributor 25 Nov 2020 - 5 min read

Is modelling in a post-Covid recovery overused or the essential strategic weapon?

By Matt Farrugia, Managing Partner & Co Founder - Mutiny

“Modelling” seems like the new “Digital” in today’s marketing landscape; a term bandied around with little understanding....

Industry Contributor 25 Nov 2020 - 3 min read

Why AI-powered e-commerce and QR codes are going to be massive in 2021

By Sarah Keith, Managing Director - Paykel Media

Coming to the close of a year that saw complete non-precedence across all industries and countries, now marks a good time to...

Industry Contributor 18 Nov 2020 - 3 min read

As brands create turmoil boycotting the US TV upfronts, the lesson for 2021 starts here

By Kurt Burnette, Chief Revenue Officer - Seven West Media

The pandemic still holds plenty of the cards moving into 2021. We cannot discount the rolling effect from Covid-19 on the...

Industry Contributor 18 Nov 2020 - 4 min read

How to remember Melbourne lockdown? Behavioural Science says try the 'Peak End Rule'; Daniel Andrews wins

By Dan Monheit, Founder - Hardhat

The peaks and endings are crucial factors in the crafting memories. Not only will Dan Andrews’ leadership be looked back upon...

Industry Contributor 11 Nov 2020 - 5 min read

The first party data race is on: Can Australia's TV networks and publishers catch the duopoly?

By Chris Brinkworth, Operating Advisor - Narrative.io

If publishers can combine first party data and programmatic buying with connected TV, digital out of home and more, they may...

Industry Contributor 11 Nov 2020 - 3 min read

All I want for Christmas... is a Covid-free Christmas ad

By Linda Fagerlund, Chief Strategy Officer - Carat Australia

Rather than ditching the big Christmas brand ad, it is likely to be advantageous to keep it if you’ve got a good one planned....

Industry Contributor 4 Nov 2020 - 2 min read

NRL national anthem flip-flop: Brands have to take a position to be culturally relevant

By Anthony Gregorio, CEO - Saatchi & Saatchi Australia

The decision to initially suspend the anthem from being played at the State of Origin series, I thought, was a bold strategic...