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 27 Sep 2022 - 3 min read

Duplicity in our target audience, data collection and multiple profiles: The new challenge for marketers taking on Gen Z

By Kiranpreet Kaur - Managing Director, Archibald Williams

Younger people are creating multiple profiles online – one private and one more public. Both are curated but different...

Industry Contributor 26 Sep 2022 - 3 min read

The Marketing Academy 2022 intake: Boody's Ruth Haffenden on the best advice she's ever been given, marketing's greatest capability gap - and how to nail TMA's entry requirements

By Ruth Haffenden - Global Head of Brand and Marketing, Boody & 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...

Industry Contributor 19 Sep 2022 - 4 min read

Foxtel media boss: Watchability will be the deciding factor of the streaming wars – and the new players may soon face the same ad stacking problems

By Mark Frain - CEO, Foxtel Media

Amid the hype surrounding Netflix and Disney's advertising launches into Australia, there are some hard realities ahead, says...

Industry Contributor 16 Sep 2022 - 4 min read

Bad science will derail good science and no one will get to Rome: Clients don't trust awards data – Byron Sharp isn't wrong

By Waqas Tahir - Head of Brand Strategy, Loud

We should not accept an analysis based on advertising awards as good science just because it is directionally similar to...

Industry Contributor 14 Sep 2022 -

Australia Post marcomms chief: Brands are missing the mark on accessibility – but we can change that

By Corrina Brazel - Head of Marketing Communications, Australia Post

Australia Post Head of Marketing Communications Corrina Brazel was proud of the Dear Australia Covid-19 campaign she...

Industry Contributor 7 Sep 2022 - 6 min read

How brands shrink: Prof. Byron Sharp’s takedown of Binet & Field 'perplexing', self-serving, not so impartial but his work remains ‘brilliant’

By James Hurman, Founding Partner - Previously Unavailable

Sowing division in the marketing science community is “far from sharp”, argues James Hurman after a keynote went global from...

Industry Contributor 2 Sep 2022 - 4 min read

Error 404 - A fair, open internet not found: Marketers broke the internet and have to help fix it

By Dan Richardson, Head of Data, Asia-Pacific

Marketers and the media supply chain have created a monster, says Yahoo Apac Data chief Dan Richardson. With Yahoo data...

Industry Contributor 1 Sep 2022 - 4 min read

Sharp's blade: Do you need to cut your brand codes to grow your business? IAG, Officeworks, Nab and Dunkin' wield the knife

By Charlie Rose - Strategy Director, Principals

Professor Byron Sharp states that multiple pieces of creative actually work against brands – undermining their ability to...

Industry Contributor 1 Sep 2022 - 5 min read

Brand camp for the blockchain: How Reddit, VeeFriends, Nike CryptoKicks and Time are already putting NFTs to work

By Ben Cooper - Founder, Tricky Jigsaw & Group Innovation Director, M&C Saatchi

NFTs have moved beyond Bored Apes and rug pulls. Marketers can add real economic value to their brand identities and build...