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 17 Feb 2020 - 2 min read

Netflix investor wobbles: Is broadcast TV history repeating, just faster?

By Ashley Earnshaw, CEO - Vizeum

Is Netflix suffering the same long term health challenges of the broadcasters that it disintermediated? Netflix's story is...

Industry Contributor 17 Feb 2020 - 3 min read

How marketers and agencies can navigate a world without cookies

By Anna Stoyanova, VP, Head of Product - Essence Australia

The ad tech industry is obviously invested in finding a solution to the identity conundrum. We also need to make sure that...

Industry Contributor 10 Feb 2020 - 2 min read

It’s Time For TV To Sleep With The Enemy

By Barry O’Brien OAM, Chairman - Atomic 212°

There are some very early signs that the networks are starting to think differently about content production. Late last year,...

Industry Contributor 10 Feb 2020 - 2 min read

How a bank, telco and health insurer blew their focus on customer

By Lucy Formosa Morgan, co-MD - PHD Australia

Over the last few months alone I’ve personally come up against a bank, health insurer and telco, all making things far harder...

Industry Contributor 10 Feb 2020 - 2 min read

Super Bowl: Google won the TV ad battle with emotion

By Ricky Chanana, MD - Unruly

There are not many sporting occasions where you can honestly say viewers are more interested in the ads than what’s actually...

Industry Contributor 10 Feb 2020 - 3 min read

Macquarie Business School study: are sports sponsorships worth it?

By Ashley O’Rourke, Director - Publicis Sport & Entertainment

We know that sponsorship, if strategised and executed correctly, can yield not just short-term wins through spikes in brand...

Industry Contributor 3 Feb 2020 - 3 min read

OOH: Data-powered creative will win in 2020

By David Scribner, Chief Customer Officer - oOh!Media

We can’t predict the future, but we have the tools to build it. The out of home (OOH) market in 2020 will see trends in...

Industry Contributor 3 Feb 2020 - 4 min read

In B2B content, it’s always service first, then your product

By Paul Munce, Business Director - CX Lavender

The best B2B marketing is the art of selling without selling. Offering a great customer experience is bigger than the product...

Industry Contributor 3 Feb 2020 - 2 min read

Brands: build emotion into every touchpoint

By Virginia Hyland - Founder and principle, Hyland

We all tend to get lost in the science and cerebral decisioning when it comes to analysing data. We need to put more weight...