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 Dec 2019 - 2 min read

Redundancy: How to come up smelling of roses on someone else's dime

By Henny Darvall, Commercial Director - Cartelux

A couple of months ago my boss called me to tell me that his role was being made redundant after seven great years with the...

Industry Contributor 13 Dec 2019 - 2 min read

The one metric we need to focus on

By Aimee Buchanan, CEO - OMD Australia

The topic of measurement brings to mind a quote I once read, it states one of the biggest mistakes made by marketers, and...

Industry Contributor 13 Dec 2019 -

Mark Ritson's brutal takedown of CMOs only half right?

By Sunita Gloster, Chief Customer Officer

Mark Ritson is brutal and very much on brand. Of course he’s right. You'd be brave to suggest he wasn’t. But perhaps only...

Industry Contributor 13 Dec 2019 -

DDB reveals McDonald's special sauce recipe

By Rosie Baker, Group Communications Director - GroupM

Banning the c-word ('client'), acting as one team, sharing data, incentives and pressure to perform are notable ingredients...

Industry Contributor 13 Dec 2019 -

Dump the single channel sell job - it's pointless and self-serving

By Lou Barrett, Managing Director, National Sales - News Corp Australia

I couldn’t agree more with Ritson. The constant debate about digital versus print or television versus digital is pointless...

Industry Contributor 13 Dec 2019 - 2 min read

MFA EX: Why an Ikon agency exec deleted her Facebook app and why it matters

By Sarah Tucker, Head of Marketing and Communications - Foxtel Media

It’s harsh, but let’s face it: consumers are lazy about protecting their own data. So the big question is, why should...

Industry Contributor 13 Dec 2019 -

The next year for marketers, media and agencies is rather bleak...unless

By Sunita Gloster, Chief Customer Officer - WPP AUNZ

Despite the emphatic case for long-term brand building being waged by marketers and academics, the bellwethers that surround...

Industry Contributor 13 Dec 2019 - 2 min read

The personalisation and privacy paradox - a $180bn problem

By Jo Gaines, AVP Salesforce Data & Audiences - Salesforce

There’s a growing gap between how brands use data to fuel their customer experiences and what consumers expect. Consumers...

Industry Contributor 13 Dec 2019 - 2 min read

Flexible working: do it for a broader talent pool

By Lisa Squillace, National Sales Director - Network 10

I imagine many of you would love a 9am to 3.30pm workday, but in reality, you're wondering how it could actually work....