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 13 May 2020 - 2 min read

You don’t need 'low-fi' UGC to be authentic, just real stories with something to offer

By Lauren Quaintance, Head of Content - Storyation

It’s true that in just a few weeks the slick production values, made-up faces and staged sets of old seem jarring and we’ve...

Industry Contributor 6 May 2020 - 2 min read

Understanding the greater good: what makes a leader at times of crisis?

By David Fox, CEO - Ogilvy Group

You cannot test the real strength of a person, leader or a culture until it has been exposed to some type of crisis situation...

Industry Contributor 6 May 2020 - 3 min read

Brands that respond best do best: how to be one of the smart companies post COVID-19

By Linda O’Grady, Data Strategy Partner & Business Partner - CX Lavender

As leaders we need to keep our companies strong through all of this, but we don’t have much to work with. There are only few...

Industry Contributor 29 Apr 2020 - 2 min read

'Awkward': Indie media agencies blocked by trade insurance groups - not 'in this together'

By Anthony Colreavy, Director - Sandbox Media

Businesses have to make that decision each year to take out all types of insurance policies. It’s a grudge purchase and a big...

Industry Contributor 29 Apr 2020 - 4 min read

In defence of the 'Communications Muppets' - turning it back on Mark Ritson

By Carl Moggridge, Managing Director - Magnum & Co.

Essentially there is no product, price, place or promotion without communications and as the adage goes, everything...

Industry Contributor 23 Apr 2020 - 2 min read

Old is new: In-game advertising returns for a COVID-19 world

By Jason Tonelli, Chief Product Officer - Publicis Groupe ANZ

I remember taking out my first in-game advertising spot in the early 2000s for the Victorian Government’s Transport Accident...

Industry Contributor 22 Apr 2020 - 4 min read

Stop the knee jerk: marketing prejudices must go

By Andrew Gilbert, Head of Platform Sales ANZ - Verizon Media

Now before we continue, I need to caveat this by saying that this is an absolutely horrible time that we are going through...

Industry Contributor 20 Apr 2020 - 2 min read

Mr Ritson, let’s talk about marketing turkeys

By Sérgio Brodsky, Founder

The Turkey problem is an allegory created by Nassim Nicholas Taleb to explain that data-patterns from the past are no...

Industry Contributor 15 Apr 2020 - 3 min read

I'm conflicted: social distancing app 'Houseparty' raises new issues for online safety

By Brian Vella, Managing Partner

As the father of two energetic boys, aged 7 and 9, one of the concerns my wife and I share is the role of social media in...