Trust hunting: US, UK, Oz media consumption trending similar in crisis
My Takeout:
In times of crisis you really do see how our community turns to trusted media outlets for the information that they can rely on. We see in how the US...
What marketers should do as the apocalypse hits
My Takeout:
Businesses of every size and in most markets are facing similar challenges: how to engage with nervous customers, how to loosen spend in nervous markets, how to position their solutions,...
Covid-19: to agile in-housing and beyond
My Takeout:
Two–weeks into COVID-19 working from home, 'Webex' manners are improving, the holiday feeling’s worn off, trust is growing and productivity is OK. Whatever is going on, better, faster collaboration is...
Taking advertising from a job to a profession
My Takeout:
The key piece of data that says to me that we need to change is that 11.5% of people exiting agencies are leaving the industry. One of the things that...
Is our industry ready to reimagine our approach to continuous learning?
My Takeout:
The battle for talent has never been more intense. Within the Australian marketing and agency world but also from outside - whether that be tech companies, different geographies (‘brain drain’)...
The key to creativity in times of crisis
My Takeout:
In a stark warning to marketers and creative agencies alike, Field’s key conclusion was that short-termism has driven a collapse in creative effectiveness and efficiency. This can be explained largely...
Sports brands: eye the bigger prize
My Takeout:
It’s been three years since Juventus' controversial logo change but in that time the Italian football club has moved from being the “old lady” of the sport to sitting alongside...
Some say everyone loses in a creative pitch - not true
My Takeout:
I admit that working on new business can be exhausting. More often than not, it requires long[er] hours, a thick skin and an uncanny ability to navigate big egos. Sepping...
To be customer-centric, pop the bubble of institutionalised arrogance
My Takeout:
Everyone wants to put the customer at the heart of their business. But for big powerful incumbent players it always means evolving culture – popping the bubble of institutionalised arrogance...
Fake views, James Cameron and vegan protein pushers: Does Australian content need tighter policing?
My Takeout:
Full disclosure - I was compelled to try a vegan diet after watching the Gamechangers documentary on Netflix . I only lasted a week, no harm done, but it did...
Market Voice
Coca-Cola, Toyota, Nestle provide us valuable lessons, right now
At Nestle early in my career as a brand manager during the last recession, the company’s philosophy was to increase spending through the downturn, talk to consumers and drive brand awareness. Throughout this period Nestle kept advertising and used the increase in spend to come out the other side even stronger.
So where does this leave us today, and what should advertisers be thinking in the midst of such a difficult situation?
Go deeper 4min read
Coca-Cola, Toyota, Nestle provide us valuable lessons, right now
At Nestle early in my career as a brand manager during the last recession, the company’s philosophy was to increase spending through the downturn, talk to consumers and drive brand awareness. Throughout this period Nestle kept advertising and used the increase in spend to come out the other side even stronger.
So where does this leave us today, and what should advertisers be thinking in the midst of such a difficult situation?
Go deeper 4min read