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 13 Aug 2024 - 5 min read

The Long and the Short of It turns 10: Three contemporary ways to sell your CFO on brand building

By James Dixon - Chief Digital Officer, Atomic 212

Binet & Field's The Long and the Short of It now ten years old. But convincing CEOs and CFOs that investing in brand delivers...

Industry Contributor 22 Jul 2024 - 4 min read

What SXSW Sydney can learn from Cannes

By Barry O'Brien - Chairman, Atomic 212°

SXSW could provide a platform to power out of economic pain and weak consumer confidence as well as set the global creative...

Industry Contributor 26 Jun 2024 - 10 min read

$700bn delusion: Does using data to target specific audiences make advertising more effective? Latest studies suggest not

By Jon Bradshaw - Founder, Brand Traction

Ever wondered how come martech is a US$700bn industry, but the ads you see are still crap? Clue – it's because the data...

Industry Contributor 13 Jun 2024 -

Trust: you can’t fatten a pig on market day

By Ken Roberts - Executive Chairman and Founder, Forethought

When the corporate effluent hits the fan, should a company weather the storm or come out swinging? That depends, says...

Industry Contributor 23 Apr 2024 - 4 min read

Why aren’t more women in adland lining up for the top jobs?

By Rebecca Den Braber - General Manager, Hatched

With 62 per cent of our workforce female, there’s no shortage of incredible talent in the pipeline for the C-suite. So what’s...

Industry Contributor 17 Apr 2024 - 5 min read

Can media mix modelling unlock a new budget? Here's why it's worth trying, and three lines to pitch to the CFO

By James Dixon - Chief Data Officer & Partner, Atomic 212º

Approached the right way, it might just be possible to get the CEO and CFO to agree marketing – and brand budgets – as a...

Industry Contributor 16 Apr 2024 - 5 min read

Don’t apologise in a crisis: corporate affairs have got it wrong – it's not what the market wants, will likely lead to your resignation and won't repair the brand

By Ken Roberts - Executive Chairman and Founder, Forethought

There is a school of corporate affairs thought that wants the CEO to come out fast and sorry when the data breach – or any...

Industry Contributor 1 Apr 2024 - 5 min read

'Market distortion': Drop the Media Bargaining Code and 'rent seeking' payouts from Big Tech for ... mining sector's royalty scheme

By Henry Innis, CEO - Mutinex

Critics of the Media Bargaining Code are getting noisier as Meta's flashpoint with the Federal Government on pulling news...

Industry Contributor 21 Feb 2024 - 5 min read

Think twice before abandoning linear TV: Three-year study shows advertisers swapping out for video go backwards

By Shaun Lohman - Founder & MD, Adgile Media

An analysis of more than 500 Australian brands spanning three years found that most advertisers who jumped ship to VOD lost...