Industry Contributor

Industry Contributor 7 Jul 2022 - 4 min read

Five tips to avoid your agency being an expensive disaster (from an agency boss)

By John Vlasakakis - Co-founder, Next&Co

Partnering with the right agency is one of the most impactful decisions marketers can make. When both parties have their values and vision aligned, positive results are inevitable. Conversely, choosing the wrong agency can leave a brand feeling overcharged and underwhelmed. It’s time for better...

Industry Contributor 6 Jul 2022 - 4 min read

What Red Bull, Nespresso, Aldi - and behavioural science - can teach us about brand framing and context over content

By Dan Monheit - Co-founder & Director of Strategy, Hardhat

Context matters far more than content, argues Behavioural Science expert and Hardhat co-founder Dan Monheit argues. Therefore, your messaging strategy should be shaped accordingly. Here are three key questions to ask as brand comes back into vogue.

Industry Contributor 5 Jul 2022 - 4 min read

Human v machine intelligence: Google has made its biggest change to Google Ads since… ever?

By Gary Nissim - Managing Director, Indago Digital

Performance Max is Google’s next iteration of campaign in Google Ads, and it’s at once exciting, scary, and powerful – and advertisers will have no choice but to learn how to use it, Indago Digital’s Gary Nissim writes. Automation and machine learning is rapidly replacing human intelligence, but...

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Industry Contributor 7 Apr 2022 - 5 min read

Flip your thinking: How to conquer your inner imposter and join the c-suite within five years

By Pamela Bishop - COO, Blooms The Chemist | Marketing Academy Scholar

Pamela Bishop named her inner imposter Marella. By naming her enemy, she conquered fear and within five years had become a...

Industry Contributor 5 Apr 2022 - 4 min read

The great rebrand: Latest data shows B2B drive for CX over product marketing; major brand investments in 2022, rebranding or reinventing to ward off start-ups

By Joel Thomson - Head of Strategy, Green Hat

After betting most of the farm on lead-gen, B2B marketers are emerging as the new brand converts. Latest data shows more...

Industry Contributor 28 Mar 2022 - 3 min read

What got you here, won’t get you there: How to create a reinvention mindset and stay ahead of the transformation consuming media and marketing skillsets

By Emily Murren - Director, Consumer Marketing, Domain | Marketing Academy Scholar

Have you been in the same role for a while and feeling a bit flat and stagnant? Is digital transformation making you question...

Industry Contributor 24 Mar 2022 - 4 min read

NFTs are a passing fad, the metaverse is just a faster horse, and web 3 will replace surveillance capitalism with digital servitude... but selling digital goods to gamers is making serious money

By James Hier - Chief Growth & Product Officer, Wavemaker

Back after a Covid-induced three-year absence, this year’s SXSW was dominated by evangelists who would have you believe Web 3...

Industry Contributor 24 Mar 2022 - 6 min read

Disruption is dead: Businesses are being sold a myth of transformation – and it’s going to prove costly

By Nick Keenan - CEO, Starcom

Consultants are busy selling transformation to brands that fear being the next victim of overnight disruption. Don’t believe...

Industry Contributor 21 Mar 2022 - 5 min read

The earned is not always enough: Why corporate comms is eyeing off paid media

By Neil Shoebridge - Co-Founder and Partner, SKMG

Corporate communications people don’t need to, and shouldn’t, be running big ad campaigns, says SKMG's Neil Shoebridge. But...

Industry Contributor 21 Mar 2022 - 4 min read

This is not a drill: Your current version of Google Analytics is about to stop working; kiss goodbye to year-on-year data

By Gary Nissim - Managing Director, Indago Digital

In July 2023 Google is sunsetting its current version of Google Analytics. GA4 is replacing Universal and none of your old...

Industry Contributor 17 Mar 2022 - 3 min read

Can marketers achieve their global career dreams… from Asia Pacific?

By Leandro Perez - Vice President , Asia Pacific Marketing, Salesforce | Marketing Academy Scholar

Swapping Sydney for San Francisco was a major career accelerator for Leandro Perez. He was headhunted by Salesforce and,...

Industry Contributor 16 Mar 2022 - 4 min read

If agency heads can't say no to a pitch, they lose all their power, all their profit and eventually, all of their business

By Dan Beaumont - Managing Partner, The Royals

Preoccupation with revenue growth means agency heads can rarely say ‘no’ to a pitch, and that transfers all the power to the...