Industry Contributor

Industry Contributor 23 Apr 2024 - 4 min read

Why aren’t more women in adland lining up for the top jobs?

By Rebecca Den Braber - General Manager, Hatched

With 62 per cent of our workforce female, there’s no shortage of incredible talent in the pipeline for the C-suite. So what’s holding them back? Hatched GM Rebecca Den Braber asks the question.

Industry Contributor 17 Apr 2024 - 5 min read

Can media mix modelling unlock a new budget? Here's why it's worth trying, and three lines to pitch to the CFO

By James Dixon - Chief Data Officer & Partner, Atomic 212º

Approached the right way, it might just be possible to get the CEO and CFO to agree marketing – and brand budgets – as a capital expense. It's a gamble, says Atomic 212º Chief Data Officer & Partner, James Dixon. But ahead of FY2025, one that might just pay off. Which is where media mix modelling,...

Industry Contributor 16 Apr 2024 - 5 min read

Don’t apologise in a crisis: corporate affairs have got it wrong – it's not what the market wants, will likely lead to your resignation and won't repair the brand

By Ken Roberts - Executive Chairman and Founder, Forethought

There is a school of corporate affairs thought that wants the CEO to come out fast and sorry when the data breach – or any other major screw-up – hits the fan. Ken Roberts, Executive Chairman and Founder, Forethought, says those corporate affairs people have got it all wrong and probably won't be...

Industry Contributor Library

Industry Contributor 7 Nov 2023 - 4 min read

The marketer’s acid test on the AICD: ex-Coles, Aus Post marketer Amber Collins on how to be far better prepared when presenting to the board – and joining one

By Amber Collins - Board executive, former customer and marketing chief

The Australian Institute of Company Director’s course, which bestows the prized GAICD initials upon marketers that complete...

Industry Contributor 2 Nov 2023 - 5 min read

Privacy reform safe bets: Stop using third party data; audit your tags, review your tech stack, deal with dark data... by next Christmas

By Richard Taylor - Managing Director, Digital Balance

Government is trying to buy itself some time to decide on the hard, highly disruptive stuff thrown up by the Privacy Act...

Industry Contributor 2 Nov 2023 - 5 min read

Apple’s new Link Tracking Protection (LTP) will take a bite out of the ecommerce game – can marketers get ahead of the change?

By Adam Sharon-Zipser - Managing Director, Elephant Room

The world of digital marketing and the ability to effectively reach audiences is about to get a whole lot harder thanks to...

Industry Contributor 5 Oct 2023 - 5 min read

Unsexy sells: Why terms and conditions are the new brand battlefront

By Hamish Cargill - Director, Principals

The drama around Qantas – and the accusations about how they’ve been treating customers who have purchased their products in...

Industry Contributor 28 Sep 2023 - 3 min read

MFA EX: ChatGPT has stolen our hearts – we should treat AI as a friend, not an enemy

By Darshan Pawani, Performance Executive - Starcom Australia

Artificial intelligence should not viewed as a threat to industry jobs, but rather an opportunity. Starcom Australia...

Industry Contributor 25 Sep 2023 - 3 min read

MFA EX: Am I too old for the industry, or are we just being put to shame?

By Lisa Leach - Head of Strategy - Suncorp at OMD Australia

Last week's MFA EX event showcased some of the best up and coming talent in the Inspiration X series, tackling everything...

Industry Contributor 24 Aug 2023 -

The evolution of B2B marketing: How the customer experience era changes the roles, skillsets and relationships of marketers, tech vendors and agencies

By Prue Cox - Digital marketing & technology executive

B2B marketing is undergoing structural change. Customer experience, not short-term lead generation, is now king – which means...

Industry Contributor 3 Aug 2023 - 7 min read

Creators are coming for your market share – and it’s time to be prepared

By Aden Hepburn - Co-founder & CEO, Akcelo

Brands have been partnering with creators for years, but creators like Mr Beast, Huda Kattan and Logan Paul have proven they...

Industry Contributor 1 Aug 2023 - 5 min read

Asbestos or oil? Why it's time to walk away from third party data as government guns for brokers

By Richard Taylor - Managing Director, Digital Balance

As the digital platform services inquiry turns its attention to third party data brokers, businesses would be right for...