Industry Contributor

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, and is actively moving ahead with an enforcement agenda. ADMA CEO Andrea Martens underlines what every marketer needs to know – and do – before the regulator comes knocking.

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, reckons boss of 5D consumer research agency, Lyndall Spooner - with brand marketers as much to blame as those running the numbers. Time to either take a different approach, or...

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 Samantha Cunliffe, Chief Client Officer and founder at Grove B2B. She says that time and money would be better spent on working out how to influence customers through building...

Industry Contributor Library

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...

Industry Contributor 11 Mar 2025 - 5 min read

Sorry, Silicon Valley: AI isn’t your saviour, it’s your sidekick

By Clint Bauer - CEO | CX Lavender

Big consulting firms and vendors are racing to position themselves as navigators and gatekeepers of agentic AI, touting a...

Industry Contributor 10 Mar 2025 - 5 min read

'A staggering surge in impressions': The long and short of YouTube Shorts - AI-managed adloads way up, TV-like engagement down

By Shaun Lohman - Managing Director | Adgile Media

Woolworths, Westpac, Amazon, Officeworks and Tesla are piling into YouTube shorts. But Adgile Media Managing Director, Shaun...

Industry Contributor 27 Feb 2025 - 8 min read

The future of loyalty programs II: 2025 – 2028 unpacked; cost v profit, lifetime value, engagement, measurement challenges loom

By Tim Tyler - Managing Partner | Ellipsis & Company

Two years ago Australia's privacy overhaul and Google's cookie cull had brands, retailers and publishers scrambling – and...

Industry Contributor 26 Feb 2025 - 5 min read

Live and unmissable: the power of sport lives on, for now

By Barry O’Brien OAM - Chairman | Atomic 212°

Live sport is delivering its biggest numbers in years – and the immediacy and attention at that scale is an increasingly rare...

Industry Contributor 17 Feb 2025 - 5 min read

Marketing for machines: How the transition from human audiences to AI agents rewrites fundamentals – product data and campaign structures included

By Ren Frise - Executive Director of Digital, Data and Technology | Enigma

What happens when AI agents decide what reaches consumers? We're about to find out, says Enigma's Ren Frise – and after years...