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 13 Oct 2022 - 4 min read

Look Sharp: We can't wait years for the US or UK to set attention standards; Australia should start its own attention body, now

By Andrew Pascoe - Head of Planning, Hatched

There's a lot of heated talk about attention and too little action, reckons Andrew Pascoe, Head of Planning at Hatched, an...

Industry Contributor 11 Oct 2022 - 5 min read

The Marketing Academy 2022 intake: Revlon’s Marisa Laria, Alt/Shift’s Elly Hewitt and v2food’s Andrew May explain why staring at P&Ls doesn’t help, talent shortages, imagining the perfect workplace

By Marisa Laria, Revlon Inc; Elly Hewitt, Alt/Shift; Andrew May, v2food - 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 10 Oct 2022 - 5 min read

The Marketing Academy 2022 intake: Wavemaker's Philippa Noilea-Tani, March One's Ben Coverdale and Zip's Debbie Wine on letting go of what you can't control, throwing your resume in the bin and slowing down to win

By Philippa Noilea-Tani, Wavemaker; Ben Coverdale, March One; Debbie Wine, Zip - 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 6 Oct 2022 - 6 min read

The Marketing Academy 2022 intake: Tourism Tasmania’s Emma Terry, Aje’s Kate Thomas, Salesforce’s Renata Bertram on talent skirmishes for contractors, being a perpetual apprentice, and first marketing campaign (for a dog)

By Kate Thomas, Aje; Emma Terry, Tourism Tasmania; Renata Bertram, Salesforce - 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 5 Oct 2022 - 6 min read

The Marketing Academy 2022 intake: KFC's Jess Farahar, Deloitte Digital's Dan Tintner and REA Group's Tobias Johnstone on learning through mistakes (not Google) and hiring economists to manage 'new oil' data

By Tobias Johnstone, REA Group; Jess Farahar, KFC; Dan Tintner, Deloitte Digital - 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 4 Oct 2022 - 5 min read

Will interest rates gut the media market? CPMs set for flat to negative, digital to be hardest hit

By Henry Innis, Co-Founder - Mutiny

My gut says the media market is headed for a flatline at best and media prices are about to deflate a little.

Industry Contributor 4 Oct 2022 - 6 min read

The Marketing Academy 2022 intake: IAG's Anna Jackson, The Hallway's Chris Murphy and OMD's Philippa Moig on killing ego, never getting emotional in commercial negotiations – and taking responsibility for everything

By By Philippa Moig, OMD; Anna Jackson, IAG; Chris Murphy, The Hallway - 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 28 Sep 2022 - 4 min read

Economy shitshow may drive higher Netflix advertising uptake but we don’t need expensive spots to create better ads – just look at Stranger Things, Money Heist

By Andrew Reeves, Head of Strategy, Melbourne - The Royals

Ads are coming to Netflix, and the economic signs are that an ad-funded tier may gain more subscribers than forecast, But as...

Industry Contributor 27 Sep 2022 - 1 min read

The Marketing Academy 2022 intake: Coles' Patrick Barbaro on the art of listening, taking enlightenment from confusion – and grappling with martech shifts

By Patrick Barbaro - Head of Group Media, Coles & 2022 Marketing Academy Scholar

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