Industry Contributor

Industry Contributor 9 Jul 2025 - 2 min read

AI transforms agency remuneration: Shift from time-based to value-driven models urgently required

By Jen Davidson - Managing Partner | Tumbleturn Marketing Advisory

Agency holding groups are piling into AI. Problem is, remuneration models haven't caught up. Without a major rethink about how agencies get paid by brands, expect more profit warnings, as those same AI investments erode revenues, says Tumbleturn Managing Partner, Jen Davidson.

Industry Contributor 4 Jul 2025 - 3 min read

How Cloudflare’s move to block AI crawlers changes the game for content creators – and could scupper synthetic research

By Nico Neumann - Associate Professor | Melbourne Business School | Founder, marketingscience.today

Cloudflare's move to block AI crawlers by default has massive implications, says Melbourne Business School Associate Professor Nico Neumann. The winners? Content creators. The likely losers? Those relying on synthetic research. The big unknown? How publishers price the cost of a crawl – because a...

Industry Contributor 3 Jul 2025 - 4 min read

The 60/40 rule is losing relevance, especially for challenger brands

By Lyndall Spooner - Founder & CEO, 5D

The 60/40 rule has value, but only when applied with nuance. When it becomes a one-size-fits-all template, it’s just lazy, says 5D Founder and CEO, Lyndall Spooner. Perhaps it’s time for a rethink, or risk being left open to counterplays by rival brands.

Industry Contributor Library

Industry Contributor 24 Jun 2025 - 4 min read

Dangerous duplicity? Cannes Grand Prix for Budweiser’s Iconic Sounds hits dangerous bum note

By Ben Liebmann - Founder | Understory

AB InBev throws legal heat at anyone ripping off its brands. Yet Budweiser’s Iconic Sounds Grand Prix winner openly...

Industry Contributor 17 Jun 2025 - 5 min read

Clockwork Oranged: Why brutal, blunt, calculating, merciless synthetics are the future of creative testing

By Jazz Twemlow - Senior Creative, Paper Moose

Focus groups are limited by human nature. Ad testing is likewise tainted. But cold, calculated and with absolutely no desire...

Industry Contributor 5 Jun 2025 - 4 min read

The Privacy Commissioner isn’t waiting: Marketers must prioritise privacy, now

By Andrea Martens - CEO | ADMA

Privacy Commissioner Carly Kind has made clear that she’s planning to use newly granted investigative and enforcement powers,...

Industry Contributor 4 Jun 2025 - 5 min read

Why 'useless, dull, misleading' brand tracking is broken – and how to fix it

By Lyndall Spooner - Founder and CEO | 5D

Most current brand tracking models fall spectacularly short of capturing the true complexity of modern consumer decisions,...

Industry Contributor 21 May 2025 - 5 min read

B2B marketers mistake influencers for influence, thought leadership deluge backfiring as tactics and outcomes confused

By Samantha Cunliffe - Chief Client Officer & Founder | Grove B2B

B2B brands are pumping out meaningless thought leadership without a strategy, and wasting money on paid influencers, warns...

Industry Contributor 28 Apr 2025 - 8 min read

The peak and future of social media advertising: 'Content adjacency' returns for Australian marketers as social's 'golden age of unchecked growth is over'

By Trent McMillan - Founder and Chief Digital & Product Officer, Kaimera

The golden age of unfettered investment increases in social media platforms is over, reckons Trent McMillan, founder and...

Industry Contributor 24 Apr 2025 -

Agency next? Be like Howatson, Thinkerbell, diversify to ‘solve problems, not buy cheap media, make more ads’ says ex-Zenith boss-turned indie Ian Perrin

By Ian Perrin - Managing Partner, Speed

Ian Perrin left Zenith and started indie media shop Speed. Then his clients started asking for more. Tech stack advice,...

Industry Contributor 17 Apr 2025 - 5 min read

WiseTech and the problem with founder-led B2B brands

By Tim Riches - Group Strategy director & Principal | Principals

Despite what WiseTech Global boss Richard White says, if you can't separate the founder from the brand, that's a massive...

Industry Contributor 31 Mar 2025 -

The real threat to your business isn't your competitors – it's you – and your NPS and dashboards are probably lying

By Matt Morgan - Managing Director of Lowercase, part of Innocean Group

NAB’s NPS and trust metrics are enviable. But despite having a home loan with them, Lowercase's Matt Morgan feel’s nothing...