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 24 Aug 2022 - 4 min read

Four questions that will test your agency partner’s true understanding of attention

By Alex Pacey - Chief Product Officer, PHD

Industry buzz and vague conversations about attention metrics abound, Alex Pacey, PHD’s Chief Product Officer, writes. Here...

Industry Contributor 17 Aug 2022 - 5 min read

What Instagram got wrong, what it means for you – and why a big slug of Vaseline's approach could do marketers the world of good

By Sharyn Smith - Social Soup founder/CEO and The Influence Group founder/director

Instagram's bid to fend off TikTok's threat by increasing the use of AI-recommended video to feeds over content that people...

Industry Contributor 17 Aug 2022 - 4 min read

Block(chain) Party: What marketers could learn from a $10bn secondary sneaker market, traceable tequila and rights ownership disruption

By Lee Simpson - CEO, whiteGREY

Blockchain has hurdles to clear before becoming the foundation of the next digital age, but dismiss it at your peril, says...

Industry Contributor 7 Aug 2022 - 5 min read

Personalisation isn’t dead – and those who disagree are sitting on the sidelines: For marketers taking a smarter approach, here are the pitfalls to avoid

By Darshana Patel, Customer Strategy Lead & Kate Cook, Analytics Lead - The Lumery

Personalisation is hard but, despite incoming data privacy shifts, it’s far from dead, according to The Lumery’s Darshana...

Industry Contributor 1 Aug 2022 - 5 min read

Websites generating twice as much of CO2 as cars - but we're focusing on decarbonising ads. Here's how to cut carbon faster

By Gary Nissim - Managing Director, Indago Digital

A website with 100,000 page views a month emits twice the amount of carbon dioxide as a Toyota Yaris. Think about what that...

Industry Contributor 26 Jul 2022 - 5 min read

Meet my meta half – a marketers' guide to the metaverse, part one

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

Marketers are scrambling to understand what the metaverse actually represents. The truth is, we already live there, says...

Industry Contributor 25 Jul 2022 - 5 min read

How not to be a metaverse noob – a marketers' guide to getting started, part two

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

To a “noob,” Web 3.0 might look like an 800-pound bored ape that nobody can touch for fear of losing a financial arm or leg....

Industry Contributor 22 Jul 2022 - 5 min read

As Australian consumer confidence continues to plummet, should advertisers be worrying?

By Stewart Gurney - Chief Strategy Officer, Kaimera

July saw the eighth successive drop in consumer confidence, meaning we’re now back to early Covid levels. Kaimera’s Stewart...

Industry Contributor 14 Jul 2022 - 5 min read

Rethinking cross-channel measurement: It’s time to stop chasing digital vanity metrics – and think bigger than CPMs

By Lauren Deighton - Director, Media Partnerships, Ampel

Are media planners and buyers so crunched that they have forgotten how to innovate? Why else are we basing channel selection...