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 28 Sep 2023 - 3 min read

MFA EX: ChatGPT has stolen our hearts – we should treat AI as a friend, not an enemy

By Darshan Pawani, Performance Executive - Starcom Australia

Artificial intelligence should not viewed as a threat to industry jobs, but rather an opportunity. Starcom Australia...

Industry Contributor 25 Sep 2023 - 3 min read

MFA EX: Am I too old for the industry, or are we just being put to shame?

By Lisa Leach - Head of Strategy - Suncorp at OMD Australia

Last week's MFA EX event showcased some of the best up and coming talent in the Inspiration X series, tackling everything...

Industry Contributor 24 Aug 2023 -

The evolution of B2B marketing: How the customer experience era changes the roles, skillsets and relationships of marketers, tech vendors and agencies

By Prue Cox - Digital marketing & technology executive

B2B marketing is undergoing structural change. Customer experience, not short-term lead generation, is now king – which means...

Industry Contributor 3 Aug 2023 - 7 min read

Creators are coming for your market share – and it’s time to be prepared

By Aden Hepburn - Co-founder & CEO, Akcelo

Brands have been partnering with creators for years, but creators like Mr Beast, Huda Kattan and Logan Paul have proven they...

Industry Contributor 1 Aug 2023 - 5 min read

Asbestos or oil? Why it's time to walk away from third party data as government guns for brokers

By Richard Taylor - Managing Director, Digital Balance

As the digital platform services inquiry turns its attention to third party data brokers, businesses would be right for...

Industry Contributor 27 Jul 2023 - 5 min read

BVOD frequency capping: Three month panel finds big brands blowing budget, hitting viewers 20 times a week – but insisting reports show no problem

By Shaun Lohman - Founder, Adgile Media

A year ago Uber's global marketing boss blasted TV networks' seeming inability to frequency cap, leaving viewers bombarded by...

Industry Contributor 25 Jul 2023 - 5 min read

Marking our own homework? The truth on in-housing, CPM savings (or otherwise), and how to avoid putting lipstick on the adtech pig – Treasury Wine's Ben Oliver

By Ben Oliver - Senior Manager, Digital Media, Splash

Criticism that in-house creative and media agencies are marking their own homework can be valid, says Ben Oliver, who leads...

Industry Contributor 24 Jul 2023 - 4 min read

'When you look at first party data, most of it isn’t first party': The ACCC is right to probe data broking – we need to focus on our own data, not other people's

By Henry Innis - Co-founder and CEO, Mutinex

The regulator is diving deep into data broking. But lets face it, enrichment hasn't really worked for media and marketing. We...

Industry Contributor 21 Jul 2023 -

With Threads comes Musk. Why are we so captivated by the Twitter boss?

By Emilia Chambers - Head of Strategy, The Pistol

It’s been hailed as the ‘Twitter killer’ and more than 100 million users have signed up to Meta’s Threads in less than a week...