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 28 Nov 2022 - 5 min read

Justifying marketing investment 2023's key challenge: Don't pitch to save money and audit in-house teams – pitch consultant's marketer survival guide

By Jen Davidson - Managing Partner, Tumbleturn Media

Justifying marketing investment is the key challenge for 2023, says pitch consultant Jen Davidson. She suggests marketers...

Industry Contributor 28 Nov 2022 - 4 min read

The purpose of brand purpose: Dispelling the Sinek effect

By Jules Hall - CEO, The Hallway

Is brand purpose dead? No, says The Hallway boss Jules Hall. But the definition of brand purpose got hijacked, he suspects,...

Industry Contributor 28 Nov 2022 - 4 min read

Flying cars? Nah, automatic best-price is the next big thing

By Tim Tyler - Managing Partner, Ellipsis

There's government-backed change afoot that will have major implications for loyalty schemes. Ellipses Managing Partner Tim...

Industry Contributor 21 Nov 2022 - 5 min read

The Marketing Academy 2022 intake: NSW Customer Service's John Kerrison, Thinkerbell's Katie Dally, MediaCom's Mat Glazewski on not faking mastery, letting go of all you can't control – but always being among the doers – and why agency perks won't cut it

By John Kerrison, Katie Dally and Mat Glazewski - The Marketing Academy 2022 Scholars

As the latest Marketing Academy intake prepares to graduate, Mi3 asked the class of '22 for their take on the key lessons –...

Industry Contributor 15 Nov 2022 - 5 min read

The Marketing Academy 2022 intake: TBWA\Sydney’s Tanya Vragalis, Mars Food’s Jade Lish, Hall & Partners’ Ed Steiner on 12.8% year-on-year churn, keeping pace with marketing tech, giving feedback

By Jade Lish, Mars Food; Tanya Vragalis, TBWA\Sydney; Ed Steiner, Hall & Partners - The Marketing Academy 2022 Scholars

Six months into The Marketing Academy's 2022 Scholarship programme, Mi3 asked the class of '22 for their take on the key...

Industry Contributor 15 Nov 2022 - 5 min read

Pricing rethink: How brands can ease the Pain of Paying – and keep customers, and cashflow, in a crunch

By Dan Monheit - CEO, Hardhat

Making a payment lights up regions in the brain associated with pain. So in tough economic times, companies need to look at...

Industry Contributor 3 Nov 2022 - 3 min read

Google cries wolf again, but stay of execution for Google Analytics Universal may backfire – now there's time to look at alternatives to GA4

By Kate Cook - Analytics Lead, The Lumery

Google has pushed back its deadline to shut off Google Analytics Universal (GAU) for 360 customers. The Lumery's Kate Cook...

Industry Contributor 20 Oct 2022 - 4 min read

Why your generic martech platform isn't working – and won't, no matter what you spend, because tech is not the problem

By Adrian Farouk - CEO, Digitas

The latest poll of senior marketers suggests most can't make their martech deliver what was promised, and almost half say...