Industry Contributor

Industry Contributor 23 Feb 2021 -

The three behavioural factors driving Clubhouse’s massive rise

By Bethanie Blanchard - Strategy Lead, Carat Melbourne

Clubhouse is the newest social platform to gain significant traction globally since TikTok, with 4 million downloads in just the last month. But what behavioural factors does the app tap into that are driving this surge in user interest?

Industry Contributor 17 Feb 2021 - 4 min read

The data behind the desired: are influencers losing their influence?

By Daye Moffitt, Executive Director of Strategy - Landor

When everybody is an influencer, who do you work with? And with commoditisation, has this once hugely popular form of marketing lost its shine? Choose wisely and understand the rules of engagement.

Industry Contributor 16 Feb 2021 - 3 min read

2021: Stop talking about brand purpose and start delivering better CX

By Stephen Barber, Brand Experience Director - FutureBrand Australia

Brand marketers creating purposeful brands need to venture beyond aspirational words and PowerPoint charts to prove that their brands live up to their worthy promises. They need to align brand and CX – because a brand can only be what customers experience, not how purposeful you tell them it is.

Keep Reading

Industry Contributor 9 Dec 2020 - 10 min read

Want truth? 2020 was the year marketing had to have to bury a tormenting decade of ‘The CMO is dead’

By Sunita Gloster - Senior Advisor, Accenture; Founder, Gloster Advisory

The CMO is dead – since 2012...

Syl Saller, Chief Marketing and Innovation Officer at Diageo in a recent World Federation of...

Industry Contributor 8 Dec 2020 - 4 min read

Why are Aussies with the least spending the most?

By James Jayesuria, MD and Michael Cullen, Consultant - Nature Sydney

The strategic insights consultancy firms Nature and The Lab have been tracking these societal shifts since March. As part of...

Industry Contributor 1 Dec 2020 - 6 min read

The way we create solutions for brands has evolved, so the way we price services must evolve too

By Lizzie Strobel, Head of Production - Digitas Australia

The complexity of modern-day marketing means it’s no longer reasonable to expect a creative team to crack a brief in a bubble...

Industry Contributor 1 Dec 2020 - 5 min read

Journalism will never have a “Social Dilemma”

By Adam Singolda, CEO - Taboola

The crux of Netflix’s recent documentary, The Social Dilemma, rests on one foundational message: the over-collection of...

Industry Contributor 30 Nov 2020 - 3 min read

In-housing, hybrid models, too many cooks: We're at risk of losing sight of the customer

By Jen Davidson, Managing Partner - Tumbleturn Media

Working with Nielsen and SMI, we reviewed the path to purchase of over 40 categories; ranging from complex, high involvement...

Industry Contributor 25 Nov 2020 - 5 min read

Is modelling in a post-Covid recovery overused or the essential strategic weapon?

By Matt Farrugia, Managing Partner & Co Founder - Mutiny

“Modelling” seems like the new “Digital” in today’s marketing landscape; a term bandied around with little understanding....

Industry Contributor 25 Nov 2020 - 3 min read

Why AI-powered e-commerce and QR codes are going to be massive in 2021

By Sarah Keith, Managing Director - Paykel Media

Coming to the close of a year that saw complete non-precedence across all industries and countries, now marks a good time to...

Industry Contributor 18 Nov 2020 - 3 min read

As brands create turmoil boycotting the US TV upfronts, the lesson for 2021 starts here

By Kurt Burnette, Chief Revenue Officer - Seven West Media

The pandemic still holds plenty of the cards moving into 2021. We cannot discount the rolling effect from Covid-19 on the...

Industry Contributor 18 Nov 2020 - 4 min read

How to remember Melbourne lockdown? Behavioural Science says try the 'Peak End Rule'; Daniel Andrews wins

By Dan Monheit, Founder - Hardhat

The peaks and endings are crucial factors in the crafting memories. Not only will Dan Andrews’ leadership be looked back upon...