Industry Contributor

Industry Contributor 19 Jul 2021 - 3 min read

Contextual targeting needs dynamic creative to win – now and in 2023

By - James Whitbread, Sales Director | Flashtalking

Cookies are dead, long live contextual... or so the popular rhetoric was about to go. But even Google's about-turn does little to alter the fundamentals – and for brands that can nail context and dynamic creative, the rewards remain.

Industry Contributor 19 Jul 2021 - 4 min read

Seek truth behind headlines: Why search marketing is a long way from dead - and the tests to prove it

By Gary Nissim - Co-founder, Indago Digital

Speed's Duncan Parfitt last week claimed brands can turn off search spend entirely and see negligible results, suggesting they might be better off spending ad dollars in other channels. Performance agency boss Gary Nissim thinks that could be due to selective evidence. He presents a different set of...

Industry Contributor 9 Jul 2021 - 4 min read

Women in tech: When bias blinds, this is what happens to ‘seeing is being’

By Freya Morris - Campaign Executive - Mi3

Only 30 per cent of data and analytics roles in Australia are held by women. Given the pivotal role these converging disciplines play in marketing, that’s bad news for everyone.

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Industry Contributor 9 Jul 2021 - 5 min read

Balancing brand and emotion: How much branding does your campaign really need?

By Charlie Rose - Associate Strategy Director - Principals

The greatest minds in marketing have long championed distinctive brand assets but how do marketers and their agency partners...

Industry Contributor 30 Jun 2021 - 4 min read

Five things every CEO needs in their corporate affairs director

By Anna Whitlam - Founder & Managing Director - Anna Whitlam People

"The right stuff": the qualities needed to do or be something, especially something that most people would find difficult. Th...

Industry Contributor 3 Jun 2021 - 6 min read

Kim Williams: Corporations should take a stance on major social movements

By Vanessa Liell - Executive Director | Commtract

At a high level-round table, Kim Williams distilled the fundamentals of good communications, why corporations should take a...

Industry Contributor 3 Jun 2021 - 6 min read

If I was rude on our video conference, blame my brain

By David Roddick - Commercial Executive

Why does a well mannered human become inconsiderate, disrespectful and even aggressive once they are behind glass? It happens...

Industry Contributor 21 May 2021 - 4 min read

Selling data, in a fluctuating world of data privacy and consent

By Chris Brinkworth - Operational Advisor, Narrative.io

Like oil markets, data prices are governed by supply and demand economics. The incoming changes from big platforms will soon...

Industry Contributor 20 May 2021 - 3 min read

Peter Field says the evidence to invest in this channel is “unarguable”. So is it part of your media mix?

By Vanessa Lyons - General Manager, ThinkNewsBrands

Analysis of the IPA Databank by the Godfather of effectiveness finds the inclusion of news in media schedules is “unarguable”...

Industry Contributor 14 May 2021 - 4 min read

Any adtech vendor dreaming up cookie alternatives is kidding themselves

By Simon Larcey - MD, Viztrade

As the advertising world changes fundamentally, publishers should shun adtech firms touting post-cookie ID solutions – and...

Industry Contributor 14 May 2021 - 2 min read

Marketers and ‘the business’ are not Game of Thrones-style foes, but key partners that create total experience of brands

By Andrew Holt Founder and Principal - The Whole Picture

Most brands overlook the total experience, or TX, at their peril, Andrew Holt writes. In the quest for growth, there are four...

Industry Contributor 13 May 2021 - 4 min read

Let’s talk about sex and advertising

By Annie Little, Strategy Director - The Royals

For decades, advertising has used sex to sell everything from deodorant to denim jeans and every other unrelated product we...