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 7 Oct 2019 - 2 min read

Riddle me this, Netflix: Why partner with BARB if not for ads?

By Ben Willee, General Manager - Spinach Advertising

Netflix insists it will continue to eschew ads for subscription dollars. But the competitive landscape is changing fast.

Sub...

Industry Contributor 7 Oct 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 7 Oct 2019 - 3 min read

The world’s changed and we need to get with the program

By Willie Pang, CEO - MediaCom

We’re obsessed with “the model”. Is it broken? Is it not broken? To tackle this question, I look at who’s winning and why....

Industry Contributor 7 Oct 2019 - 3 min read

The CMO of the future is the CDO, CGO, CCO all in one

By Ana Bacic, Former Head of Marketing - Seven Network

This shouldn’t be a debate. We marketers just need to step up and be noticed.

The success statistics of CGOs speak for...

Industry Contributor 7 Oct 2019 - 2 min read

Vice's deal for Refinery29: Why agencies should take note

By Sarah-Belle Murphy, Executive General Manager - Bauer Media

When you’re up against global giants, smart, efficient mergers can give independent media companies the power to diversify...

Industry Contributor 7 Oct 2019 - 2 min read

It’s not colouring in, it’s a craft

By Nickie Scriven, CEO - Zenith Media

Binet and Field - and Mark Ritson - always deliver insight and value. But I'd argue chief marketers' troubles lie in the...

Industry Contributor 30 Sep 2019 - 4 min read

Brands: Don't try to take a stand on everything

By Karen Halligan, Practice Lead – Media Value Advisory

When it comes to cause marketing, brands must tread carefully. Inauthenticity will quickly raise heckles and risks more...

Industry Contributor 30 Sep 2019 - 1 min read

McKinsey's high street move hints at where it sees the money

By Henry Innis, Founder & Partner - Mutiny

The cynic in me thinks McKinsey may be recognising that its advice may not be practical a lot of the time. Perhaps they’re...

Industry Contributor 30 Sep 2019 - 1 min read

The marketing gospel according to Creed

By Sunita Gloster, Chief Customer Officer - WPP AUNZ

The marketing narrative, once about capability, is now about courage. Courage to defend the value of marketing as a driver...