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 Oct 2019 - 3 min read

Why there's no such thing as an overnight success story

By Michael Stephenson, CSO

As consumer behaviour changes, TV networks across the globe are evolving and developing new ways to measure total TV viewing....

Industry Contributor 28 Oct 2019 - 3 min read

VOZ: A critical breakthrough, but the hard work starts now

By Sarah Keith, MD - Publicis Media Exchange

So why is it important? There was another key theme from the Upfronts, stated most directly by Nine regarding declining...

Industry Contributor 28 Oct 2019 - 2 min read

If you're data-driven, listen to what the data tells you about brand

By David Scribner, Chief Customer Officer - oOh!media

Tactical solutions may deliver quick results, but they hurt brands creatively.

During his presentation at the ANA Masters...

Industry Contributor 28 Oct 2019 - 2 min read

Contextual buying could be Warburton's money maker

By Henry Innis, Founder & Partner - Mutiny

Back to the future? It certainly feels like that’s the trend in media and marketing lately - but it’s good to see a...

Industry Contributor 28 Oct 2019 - 2 min read

Only the unreasonably ambitious will drive growth

By Kim Portrate - CEO - ThinkTV

As Australians feel the economic pinch, loyal consumers shift, challengers disrupt legacy industries and it becomes harder...

Industry Contributor 28 Oct 2019 - 5 min read

Cross channel measurement: Funding and collaboration required

By Gai Le Roy, CEO - IAB Australia

It is pleasing to see a number of global initiatives seriously reviewing cross media measurement and even more pleasing to...

Industry Contributor 21 Oct 2019 - 4 min read

MFA EX: Venting prominent but industry's honesty verging on cathartic

By Rob Christian, Strategist

More than once throughout the day presenters and question-askers alike noted that pitch teams are continually shifting their...

Industry Contributor 21 Oct 2019 - 5 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 21 Oct 2019 - 6 min read

MFA EX: A great day of ideas - now it’s time to take action

By Thomas Davies, Strategist - Mindshare

Here’s a question to reflect on – what did you do on Friday to act on the ideas you heard at our industry’s first...