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 21 Oct 2019 - 4 min read

MFA EX: 'Generation Now' have work options, don't lose them

By Lachlan Roach, Senior Analyst - Foxtel Media

I personally agree with this strategy and sentiment. As an industry, we have made and are continually making steps in the...

Industry Contributor 21 Oct 2019 - 5 min read

MFA EX: People leave their managers, not simply their employers

By Steven Burt, Group Director

There was a big number on the screen at Initiative’s MFA Ex session: 37 per cent industry churn. Why? To find out, the...

Industry Contributor 21 Oct 2019 - 5 min read

MFA EX: Mixed results as a reset moment

By Grant LeQuesne Director, Strategy & Insight - Wavemaker Australia

It’s essential that we dwell on the positive moments from the day. No doubt most attendees will remember TV’s Dr Jordan...