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 19 Aug 2019 - 2 min read
 

If paid search is a drug, social referral traffic could be worse
By Lizzie Young, Managing Director - Commercial Partnerships - Nine Entertainment

We know Facebook have built a newsfeed, encouraged news organisations to put their content on the platform, changed their...
Industry Contributor 19 Aug 2019 - 2 min read
 

Why Nike's annual subscription service for kids' shoes is an absolute cracker
By Suzy Nicoletti - Managing Director - Twitter

With a two and three year-old, I know first hand how much of a nightmare shoes shopping can be. Queues are lengthy, shops are...
Industry Contributor 19 Aug 2019 - 2 min read
 

Ex-News Corp exec unveils an 'attention economy' holding company, plans shake-up of clickbait, vanity metrics

By Professor Karen Nelson-Field - University of Adelaide, Centre For Amplified Intelligence

We have definitely moved from simply thinking about the attention economy to a place of action. And the industry is starting...
Industry Contributor 19 Aug 2019 - 2 min read
 

UK's biggest post-war ad campaign aside, there's a global Brexit fallout coming for marketing - Australia too

By Nicola Lewis, Chief Investment Officer - GroupM

I was recently on holiday in the UK when Boris Johnson became Prime Minister and noted a shift in the traditional greetings...
Industry Contributor 19 Aug 2019 - 2 min read
 

I'm biased but the 'orgy of short-sightedness' is hurting marketing
By Lou Barrett, Managing Director, National Sales - News Corp Australia

The core argument that underpins a lot of the research undertaken by Field and Binet is simple: lured by the promise of fast...
Industry Contributor 19 Aug 2019 - 2 min read
 

Marketer in-housing is an agency trust and capability issue, less about cost

By Karen Halligan, Practice Lead – Media Value Advisory

I strongly suspect that trust and control are the primary drivers of in-housing in Australia, with cost reduction...
Industry Contributor 19 Aug 2019 - 2 min read
 

Changes in audio and video content consumption are 'mind blowing', there's more to come

By Gai Le Roy, CEO - IAB Australia
Industry Contributor 19 Aug 2019 -
 

Excessive agency profits in current fee model are wildly wrong
By Priya Patel, Managing Director

Most agencies and clients would likely agree the current fee-based models are not optimal for accurately measuring an agency...
Industry Contributor 19 Aug 2019 - 2 min read
 

Regulators are using 'artificial' avatars to monitor how brands behave online

By Teresa Davis, Associate Professor, Marketing - University of Sydney

The UK Advertising Standards Authority (ASA) has a five-year plan for monitoring brands with 'artificial avatars' to address...
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