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 8 Jun 2023 - 5 min read

The behavioural scientist's long-haul and short of it: Qantas vs Bonza and how brands can make boring wait times a CX lynchpin

By Dane Smith - Ogilvy Behavioural Science Lead & Regional Consulting Partner

Instead of spending many thousands of dollars each year shaving minutes off a customer’s painful wait, we’re better off...

Industry Contributor 26 May 2023 - 7 min read

The future of loyalty programs 2023 - 2025 unpacked; Crunches now hitting brands, operators; three choices ahead as privacy overhaul crimps targeting, flips business models

By Tim Tyler - Managing Partner, Ellipsis & Company

Australia’s privacy overhaul has brands scrambling for customer data and permission to use it, or lose the targeted marketing...

Industry Contributor 19 May 2023 - 4 min read

Handling the big grudge of 2023: how low-touch, low-involvement brands can navigate tough times

By Tim Riches & Mary Winter - Group Strategy Director & Insights Director, Principals.

Low-touch, low-involvement brands can be grudge purchases at the best of times. But when money is tight, the passive grudge...

Industry Contributor 10 May 2023 - 5 min read

Binet & Field, Byron Sharp, Daniel Kahneman: All the data you need to protect your brand in a downturn in one place

By Ross Berthinussen - President, 72andSunny

There’s a tonne of evidence that underlines the gains to be made from maintaining brand investment when things get tight....

Industry Contributor 27 Apr 2023 - 6 min read

The un-Googling of search: B2B’s new wrangle

By Joel Thomson - Strategy Director, Green Hat

Enter the new Microsoft Bing with artificial intelligence. It's still in its early days, but all the hype aside, it does feel...

Industry Contributor 16 Mar 2023 - 5 min read

From idealistic crusade to economic imperative: the path forward for CX (or why it's time to stop talking about customer-centricity)

By Lachlan James - Chief Strategy Officer, Digitas

Why is CX still treated as a bolt-on? As a new shiny descriptor to someone’s title, a small team that sits adjacent to the...

Industry Contributor 8 Dec 2022 - 5 min read

It’s time to personalise our approach to personalisation (or why 1:1, true real-time, contextual, predictive AI-driven mega personalisation is usually mis-sold fool's gold)

By Mark Gretton - CTO, CHEP Network

As we continue along the personalisation journey, let’s just ensure that we think, rather than relying on generic models...

Industry Contributor 6 Dec 2022 - 4 min read

Forget 60:40. A looming recession and the rise of retail media is set to change the brand-activation ratio

By Simon Porter - Head of Retail, Hatched Sydney

Past recessionary periods saw marketers gravitate to quality, measurable channels. With the media landscape further shifting...

Industry Contributor 2 Dec 2022 - 5 min read

'Don't aim to be liked, aim to be respected': Google’s Sophie Hirst, Carat’s Emily Cook and digital marketing consultant EJ Gamboa emerge from The Marketing Academy without a five-year plan, but that's okay

By EJ Gamboa, Consultant; Sophie Hirst, Google ANZ; Emily Cook, Carat - The Marketing Academy 2022 Scholars

The Marketing Academy's 2022 scholar intake graduated last week. Mi3 asked the class of '22 for their takeouts. EJ Gamboa,...