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 29 Jul 2019 - 2 min read

WPP CMO: Renting data the right approach

By Paul McIntyre - Executive Editor

The former Publicis exec’s comments imply his erstwhile employer’s $4bn bet on data may not be the right approach. While...

Industry Contributor 29 Jul 2019 - 2 min read

Bravery the biggest factor in effective advertising

By Paul McIntyre - Executive Editor

Taking risks and going large on reach are the key ingredients for effective advertising, according to the study. As AdAge ack...

Industry Contributor 29 Jul 2019 - 1 min read

Study: Less frequency more effective for online ads

By Paul McIntyre - Executive Editor

Another chapter in the reach and frequency debate, marketing’s ground hog day issue. Sublime’s study suggests reach is key,...

Industry Contributor 28 Jul 2019 - 2 min read

Coke’s big innovation bet paying off

By Paul McIntyre - Executive Editor

Changing the components keeps the marketing machine keeps firing. As consumer tastes shift, Coke has moved with them. Zero...

Industry Contributor 28 Jul 2019 - 2 min read

Unilever: Data and programmatic driving effectiveness, but we need more staff

By Paul McIntyre - Executive Editor

Unilever’s top line growth in mature markets is sluggish and CMO turned CEO Alan Jope is reforming its approach to marketing...

Industry Contributor 27 Jul 2019 - 2 min read

Data-driven shopping: Mike Tyquin outlines Cartology plan

By Paul McIntyre - Executive Editor

Now Tyquin and Cartology have broken cover, expect them to be extremely active with media agencies and marketers in the...

Industry Contributor 27 Jul 2019 - 2 min read

IAB urges real-time bidding review

By Paul McIntyre - Executive Editor

Broadcast of sensitive personal information in RTB is a data breach, according to the ICO. Coupled with demands for overt...

Industry Contributor 22 Jul 2019 - 1 min read

AI? Elon Musk plans to stitch computer chips into brains

By Paul McIntyre - Executive Editor

As marketers and agencies race for basic AI capability, Musk is raising the stakes, talking about telepathy between humans...

Industry Contributor 22 Jul 2019 - 1 min read

Facebook newsfeed ad changes require copy, creative rethink

By Paul McIntyre - Executive Editor

Marketers now need to review and update any creative they are running on Facebook as ads will be automatically cropped to...