Industry Contributor

Industry Contributor 5 Dec 2024 - 5 min read

ANZ capability chief: The future of marketing is human-led

By Kate Young - ANZ executive manager of marketing strategy and capability

Amid accelerating AI-led disruption to marketing, ANZ Executive Manager of Marketing Strategy and Capability, Kate Young, says human-led thinking and customer understanding remain paramount and that the foundational 4Ps – Product, Price, Place, and Promotion – remain the backbone of effective...

Industry Contributor 2 Dec 2024 - 5 min read

The rise of zero-click marketing: Brand to conversion rethink required?

By Andrea Atzori - Director | Ambire

Zero-click search is on the rise – as is zero click marketing – and AI is accelerating the trend. Social platforms don’t want people to leave their walled gardens, which means fewer and fewer clicks to brand and retailer sites. Time to rewire websites for transactions and leave the brand visibility,...

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 Library

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...

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...

Industry Contributor 6 Nov 2024 - 7 min read

Big bucks and bold moves in US election advertising… and spare a thought for the overwhelmed Pennsylvanians

By Justin Papps - Customer & Brand Partner | Sayers Group

Between US$12 to $15 billion was spent on advertising in this election, $1.2bn in Pennsylvania alone. Sayers Group's Justin...

Industry Contributor 30 Oct 2024 - 3 min read

The perils of one-size-fits-all media planning: Challenging the status quo – and marketing science templates

By Jen Davidson - Managing Partner | Tumbleturn Marketing Advisory

Tumbleturn Managing Partner Jen Davidson has been in countless pitches where agencies treat Byron Sharp’s How Brands Grow and...

Industry Contributor 7 Oct 2024 - 5 min read

Don’t tell them how good you are, tell them what you’re good for

By Zac Martin - Planning Director, TBWA\Melbourne

Marketers and agencies don’t spend nearly enough time thinking about Category Entry Points and building them, says TBWA...

Industry Contributor 10 Sep 2024 - 4 min read

How the mighty fall: Why social media’s resistance to change is cause for more than societal concern

By Brian Vella - Managing Partner | AKQA

Regulatory and societal pressure is mounting, but social media platforms remain largely resistant to change. That's a problem...

Industry Contributor 28 Aug 2024 - 5 min read

AI in wonderland: How emotional [not just intelligent] technology offers us new frontiers in brand storytelling

By Catherine Heath & Dr Gordon Euchler - Founder, Once Upon a Time Brands; Founder, Spikes

How good it is AI at evoking emotions? Because evoking emotions is what makes people try new technology and hence try AI. Cat...

Industry Contributor 15 Aug 2024 - 5 min read

Mediabrands automates TV, OOH, press bookings, tracking, makegoods – saves 65k head hours, frees staff from drudge

By Geoff Clarke - COO, Mediabrands

In 2021 Mediabrands CEO Mark Coad warned media agencies risked massive churn and despondent staff due to the sheer volume of...

Industry Contributor 13 Aug 2024 - 5 min read

Complexity has a new ally: AI – and the Big 4 are rubbing their hands with glee

By Matt Morgan - Managing Director, lowercase

AI is driving huge top line growth... for consulting firms. Deloitte ($23.2 billion), PwC ($22.6 billion), EY ($16.1 billion)...