Industry Contributor

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 convenient six-month window for these agents to completely transform business. Time for some candour, says CX Lavender CEO, Clint Bauer, and perhaps some longer-term strategic...

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 Lohman, has crunched the numbers. He's not convinced they stack up – and suspects Google's blackbox automated buying tool PerformanceMax may be inflating reach metrics while...

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 racing to loyalty programs. Now the local milk bar has one, says Ellipsis' Tim Tyler, with a high-margin, data recycling retail media program to boot. But for some, loyalty-media...

Industry Contributor Library

Industry Contributor 14 Nov 2024 - 5 min read

Forget AI – marketers’ confidence crisis is the industry’s biggest challenge

By Liam Loan-Lack - Fractional CMO

Marketers are suffering a confidence crisis – and it's easy to see why, says Liam Loan-Lack. They are lumped with all of the...

Industry Contributor 12 Nov 2024 - 4 min read

Why generative AI won't replace proper PRs or journalists any time soon

By Dominic White - Account Director, Allison Australia and New Zealand

Generative AI will almost certainly replace PRs that largely email pitches and press releases and the pseudo journalists that...

Industry Contributor 6 Nov 2024 - 7 min read

Big bucks and bold moves in US election advertising… and spare a thought for the overwhelmed Pennsylvanians

By Justin Papps - Customer & Brand Partner | Sayers Group

Between US$12 to $15 billion was spent on advertising in this election, $1.2bn in Pennsylvania alone. Sayers Group's Justin...

Industry Contributor 30 Oct 2024 - 3 min read

The perils of one-size-fits-all media planning: Challenging the status quo – and marketing science templates

By Jen Davidson - Managing Partner | Tumbleturn Marketing Advisory

Tumbleturn Managing Partner Jen Davidson has been in countless pitches where agencies treat Byron Sharp’s How Brands Grow and...

Industry Contributor 7 Oct 2024 - 5 min read

Don’t tell them how good you are, tell them what you’re good for

By Zac Martin - Planning Director, TBWA\Melbourne

Marketers and agencies don’t spend nearly enough time thinking about Category Entry Points and building them, says TBWA...

Industry Contributor 10 Sep 2024 - 4 min read

How the mighty fall: Why social media’s resistance to change is cause for more than societal concern

By Brian Vella - Managing Partner | AKQA

Regulatory and societal pressure is mounting, but social media platforms remain largely resistant to change. That's a problem...

Industry Contributor 28 Aug 2024 - 5 min read

AI in wonderland: How emotional [not just intelligent] technology offers us new frontiers in brand storytelling

By Catherine Heath & Dr Gordon Euchler - Founder, Once Upon a Time Brands; Founder, Spikes

How good it is AI at evoking emotions? Because evoking emotions is what makes people try new technology and hence try AI. Cat...

Industry Contributor 15 Aug 2024 - 5 min read

Mediabrands automates TV, OOH, press bookings, tracking, makegoods – saves 65k head hours, frees staff from drudge

By Geoff Clarke - COO, Mediabrands

In 2021 Mediabrands CEO Mark Coad warned media agencies risked massive churn and despondent staff due to the sheer volume of...

Industry Contributor 13 Aug 2024 - 5 min read

Complexity has a new ally: AI – and the Big 4 are rubbing their hands with glee

By Matt Morgan - Managing Director, lowercase

AI is driving huge top line growth... for consulting firms. Deloitte ($23.2 billion), PwC ($22.6 billion), EY ($16.1 billion)...