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 11 Nov 2019 - 3 min read

Marketers: condition customers for the next phase of disruption

By Willie Pang, CEO - MediaCom

When I was a start-up guy, the daily reading list always included TechCrunch. From brand watching to chasing unicorns, it...

Industry Contributor 11 Nov 2019 - 3 min read

Australia's rising rugby stars are an untapped brand opportunity

By Steve Martin, Global CEO - M&C Saatchi Sport & Entertainment

Rugby Union is in a state of flux in Australia. It’s certainly not performing at the same level as it is in the UK.

In other...

Industry Contributor 11 Nov 2019 - 2 min read

Forrester: falling CMO numbers could be a good thing

By Paul McIntyre - Executive Editor

First it was CMO tenure, then it was the role itself. But Forrester’s analysis, while dramatising a “final, desperate fight...

Industry Contributor 4 Nov 2019 - 2 min read

Short-termism is a choice: agencies and marketers are accountable

By Carl Ratcliff, Chief Strategy Officer

‘The brand line always gets cut first,’ a client once said to me. It’s a statement that many of us know to be true and one...

Industry Contributor 4 Nov 2019 -

CRM is historical - time to move on

By Suzanne Steele, Managing Director, Australia and New Zealand,

CRM is a historical record, CXM is a live profile. CRM and CXM solutions are both designed to help businesses understand...

Industry Contributor 4 Nov 2019 - 5 min read

How many streaming services can Australians afford?

By Stephen Fisher, General Manager - Hatched Media

The case of The Irishman is a microcosm of a broader conundrum, with the content industry once again finding itself at a...

Industry Contributor 4 Nov 2019 - 5 min read

Subscriptions, merch and fewer seats: How cinema can beat streaming

By Wendy Gower, MD - Hearts & Science Sydney

Reinvention and wilful disregard for convention is what is keeping audiences coming back to cinema. It is crucial to the...

Industry Contributor 4 Nov 2019 - 4 min read

Businesses will have to invest in their brands or face extinction

By Peter Vogel, CEO - Wavemaker

There is no doubt that 2019 was a year ‘in limbo’ for marketing. With the hangover from the financial services royal...

Industry Contributor 4 Nov 2019 - 3 min read

TARP overload and other reasons cinema's growth is eclipsing digital

By Guy Burbidge, MD - Val Morgan

Digital has been outpacing everything in terms of dollar share for as long as most people can remember. So why is cinema set...