Industry Contributor

Industry Contributor 9 Jul 2025 - 2 min read

AI transforms agency remuneration: Shift from time-based to value-driven models urgently required

By Jen Davidson - Managing Partner | Tumbleturn Marketing Advisory

Agency holding groups are piling into AI. Problem is, remuneration models haven't caught up. Without a major rethink about how agencies get paid by brands, expect more profit warnings, as those same AI investments erode revenues, says Tumbleturn Managing Partner, Jen Davidson.

Industry Contributor 4 Jul 2025 - 3 min read

How Cloudflare’s move to block AI crawlers changes the game for content creators – and could scupper synthetic research

By Nico Neumann - Associate Professor | Melbourne Business School | Founder, marketingscience.today

Cloudflare's move to block AI crawlers by default has massive implications, says Melbourne Business School Associate Professor Nico Neumann. The winners? Content creators. The likely losers? Those relying on synthetic research. The big unknown? How publishers price the cost of a crawl – because a...

Industry Contributor 3 Jul 2025 - 4 min read

The 60/40 rule is losing relevance, especially for challenger brands

By Lyndall Spooner - Founder & CEO, 5D

The 60/40 rule has value, but only when applied with nuance. When it becomes a one-size-fits-all template, it’s just lazy, says 5D Founder and CEO, Lyndall Spooner. Perhaps it’s time for a rethink, or risk being left open to counterplays by rival brands.

Industry Contributor Library

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...

Industry Contributor 3 Feb 2025 - 8 min read

Australia, Canada publishers join forces on Google ad monopoly class action as fresh suits break cover

By Ricky Sutton - Founder | Future Media

Two Australian and Canadian publishers leading a US$10bn class action against Google have met for the first time as law firm...

Industry Contributor 30 Jan 2025 - 8 min read

Online grocery to flatline but beauty retail to soar; pricing levers maxed out; streamers to consolidate and a swing back to brand – macro, micro and wildcard forecasts

By John Batistich - Non Executive Director at Foodco and Versa CX | Board Advisor at Ksubi

Online grocery to flatline but beauty retail to soar; pricing levers maxed out; streamers to consolidate; CMO capability gaps...

Industry Contributor 29 Jan 2025 - 8 min read

Apple's strategy puts it in the crosshairs between US, China and Taiwan – with Australia in the blast radius

By Ricky Sutton - Founder | Future Media

The implications of Apple's supply chain strategy, and its deep exposure to a shitstorm brewing between Washington and...

Industry Contributor 24 Jan 2025 - 5 min read

VOZ gaps and accelerating streaming ad tiers: Time to collaborate on TV's measurement currency before it fractures

By Dan Hojnik - General Manager | Involved Media

Dan Hojnik, GM at Involved Media, has some fresh data that indicates the streamers are making significant local headway with...