Industry Contributor

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 Patel and Kate Cook. Brands that want to stay the course must do the groundwork and learn to walk before trying to run. It’s those that try to run first who give personalisation...

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 means for Netflix or YouTube – and even pretty run of the mill brand and retail websites – says Indago Digital's Gary Nissim. He thinks agencies and marketers should prioritise...

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 Tricky Jigsaw founder Ben Cooper, and Web 3.0 is shaping up to maintain pretty much Web 2.0 status quo – but replacing the 2D screen with a 3D headset. That means the same...

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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...

Industry Contributor 12 Jul 2022 - 6 min read

Part Two: The marketers-only master cookie update – Google may delay third-party cookie crunch with no clear replacement; the winners, losers plus key takeouts, no regrets actions for marketers

By Willem Paling, Director of Product, CX & Personalisation - Luxury Escapes

Marketers are being criticised for being unprepared for the impending cull of third party cookies. But the path to post...

Industry Contributor 11 Jul 2022 - 5 min read

Part One: The marketers-only master cookie update – what every marketer should be telling their leadership team and asking of their agency and tech partners

By Willem Paling, Director of Product, CX & Personalisation - Luxury Escapes

The cookie debate has many conflicting voices and self-interested agendas, so here’s a perspective for marketers from Luxury...

Industry Contributor 11 Jul 2022 - 4 min read

The Cannes bubble: industry needs to change what it's talking about, thinking about, and actually doing

By Justin Graham - CEO, M&C Saatchi Group

It feels a little uncomfortable to be in advertising right now, says M&C Saatchi group boss Justin Graham, fresh back from...

Industry Contributor 7 Jul 2022 - 4 min read

Five tips to avoid your agency being an expensive disaster (from an agency boss)

By John Vlasakakis - Co-founder, Next&Co

Partnering with the right agency is one of the most impactful decisions marketers can make. When both parties have their...

Industry Contributor 6 Jul 2022 - 4 min read

What Red Bull, Nespresso, Aldi - and behavioural science - can teach us about brand framing and context over content

By Dan Monheit - Co-founder & Director of Strategy, Hardhat

Context matters far more than content, argues Behavioural Science expert and Hardhat co-founder Dan Monheit argues. Therefore...

Industry Contributor 5 Jul 2022 - 4 min read

Human v machine intelligence: Google has made its biggest change to Google Ads since… ever?

By Gary Nissim - Managing Director, Indago Digital

Performance Max is Google’s next iteration of campaign in Google Ads, and it’s at once exciting, scary, and powerful – and...