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Intelligence Briefs

The one metric we need to focus on

Aimee Buchanan, CEO

Industry Contributor

Aimee Buchanan, CEO
OMD Australia

My Takeout: The topic of measurement brings to mind a quote I once read, it states one of the biggest mistakes made by marketers, and agencies, is to “value most highly that...

14 October 2019

Focus on the bigger picture or your brand is sunk

Brett Dawson, CEO

Industry Contributor

Brett Dawson, CEO
Bohemia

My Takeout: We’ve come a long way from 1912 and the tragedy of the Titanic but are we still making the same mistakes as the crew behind the ill-fated ship? Dave Trott...

14 October 2019

Why a huge telco is returning to the high street as other brands flee

Lesley Edwards, CEO

Industry Contributor

Lesley Edwards, CEO
Ikon Communications

My Takeout: So why is a heritage telco brand, whose infrastructure underpins the digital age, returning to the high street when many retailers are fleeing bricks and mortar? Here are my theories:...

14 October 2019

CMOs need a universal long-term growth metric

Angela Smith, Co-Creator and Chief Strategy Officer

Industry Contributor

Angela Smith, Co-Creator and Chief Strategy Officer
AFFINITY

My Takeout: If this study reflects a wider reality, is it any wonder that the rhetoric of short-termism is reaching deafening levels? The study doesn’t provide answers as to why convincing the...

14 October 2019

Biometric data hacking: A warning for brands and consumers

Teresa Davis, Associate Professor, Marketing

Industry Contributor

Teresa Davis, Associate Professor, Marketing
University of Sydney Business School

My Takeout: Murgia presents several cautionary tales about the danger of storing biometric data that are rather chilling. For example, Ogilvy & Mather in Hong Kong in 2015 ran an anti-littering campaign,...

14 October 2019

Soft skills are key to success: They should be called 'power skills'

Ana Bacic, Former Head of Marketing

Industry Contributor

Ana Bacic, Former Head of Marketing
Seven Network

My Takeout: Is it just young adults that require soft skill training to succeed within media and marketing, or do we need to address it formally across the workforce? And are we...

14 October 2019

Riddle me this, Netflix: Why partner with BARB if not for ads?

Ben Willee, General Manager

Industry Contributor

Ben Willee, General Manager
Spinach Advertising

My Takeout: Netflix insists it will continue to eschew ads for subscription dollars. But the competitive landscape is changing fast. Subscription Video on Demand (SVOD) which includes Netflix, Stan, Amazon, 10 All...

7 October 2019

Redundancy: How to come up smelling of roses on someone else's dime

Henny Darvall, Commercial Director

Industry Contributor

Henny Darvall, Commercial Director
Cartelux

My Takeout: A couple of months ago my boss called me to tell me that his role was being made redundant after seven great years with the company. As we chatted I...

7 October 2019

The world’s changed and we need to get with the program

Willie Pang, CEO

Industry Contributor

Willie Pang, CEO
MediaCom

My Takeout: We’re obsessed with “the model”. Is it broken? Is it not broken? To tackle this question, I look at who’s winning and why. The professor poses the question (in his...

7 October 2019

The CMO of the future is the CDO, CGO, CCO all in one

Ana Bacic, Former Head of Marketing

Industry Contributor

Ana Bacic, Former Head of Marketing
Seven Network

My Takeout: This shouldn’t be a debate. We marketers just need to step up and be noticed. The success statistics of CGOs speak for themselves, but why isn’t this drive coming from...

7 October 2019

Market Voice

14 October 2019 3min read

Network 10: Content cycle needs to stay fresh - here’s why

On the heels of last week’s Network 10 Upfronts, CEO Paul Anderson and Chief Content Officer Beverley McGarvey lay down seven themes that should guide marketers TV and video strategies for 2020.

Go deeper 3min read

Network Ten

14 October 2019 3min read

How Netflix goes all-in on an unmutable, unblockable media channel for Stranger Things and Lost in Space

The world is full of advertising formats that can be muted, turned off or blocked, which is why the best tech businesses on the planet are using Out of Home. Think Apple, Google, Netflix and so-on. They’re using Out of Home screens as more than just messages, they’re experiences with big, bold, unmissable campaigns that are memorable for audiences.

Go deeper 3min read

Marcus Foley, Co-Founder

Tommy