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 9 Sep 2019 - 3 min read

Change is sexy, except for the people bit

By Anne Parsons, Non Executive Director

In the rush to in-house, to spend big on martech and data, marketing is guilty of overlooking and underinvesting in its...

Industry Contributor 9 Sep 2019 - 3 min read

Electric vehicles: can Australia's automotive sector keep pace with the world?

By Nicole Taylor, Global CEO - C14 (Catorce)

Is Australia ready for this? Can marketing and communications play a critical role in getting Australians on the electric car...

Industry Contributor 2 Sep 2019 - 2 min read

YouTube a tax for media owners, not a choice

By Sarah Wyse, Head of AFL Media Network

Global tech giants who now dominate the media landscape have demonstrated they aren’t going away. For brands and media owners...

Industry Contributor 2 Sep 2019 - 3 min read

The personalisation and privacy paradox - a $180bn problem

By Jo Gaines, AVP Salesforce Data & Audiences - Salesforce

There’s a growing gap between how brands use data to fuel their customer experiences and what consumers expect. Consumers...

Industry Contributor 2 Sep 2019 - 3 min read

Measuring because we can is not measuring what we should

By Shivani Maharaj, National Head of Content & Partnerships - Wavemaker

We live in an attention economy where everything is nano-paced. In a brave new martech world, we measure things because we...

Industry Contributor 2 Sep 2019 - 3 min read

Collaboration and teamwork loaded with anxiety and upside

By Sophie Madden, CEO - Media Federation of Australia

Teamwork is an important factor in how businesses operate today, particularly in our industry. Hence the increasing value we...

Industry Contributor 2 Sep 2019 - 3 min read

Global study: marketer's top three metrics are satisfaction, awareness, ROI

By Gai Le Roy, CEO - IAB Australia

The research looks at at over 4,000 marketing decisions made across 16 different countries. Countries differed not only on...

Industry Contributor 2 Sep 2019 -

What's 'reverse mentoring'? Ask young talent - they'll have 17 jobs

By Jane Waterhouse, General manager - Story54

Firstly, Reverse Mentoring is not an entirely new idea. Pre-colonial Aboriginal communities lived and worked in a multi...

Industry Contributor 26 Aug 2019 - 2 min read

Marketers: Before you pitch, take a long hard look at yourselves

By Jen Davidson - Principal, Tumbleturn Media

It appears the structure of marketing teams is inhibiting the true delivery of a customer centric strategy; strategies based...