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 16 Mar 2023 - 5 min read

From idealistic crusade to economic imperative: the path forward for CX (or why it's time to stop talking about customer-centricity)

By Lachlan James - Chief Strategy Officer, Digitas

Why is CX still treated as a bolt-on? As a new shiny descriptor to someone’s title, a small team that sits adjacent to the...

Industry Contributor 8 Dec 2022 - 5 min read

It’s time to personalise our approach to personalisation (or why 1:1, true real-time, contextual, predictive AI-driven mega personalisation is usually mis-sold fool's gold)

By Mark Gretton - CTO, CHEP Network

As we continue along the personalisation journey, let’s just ensure that we think, rather than relying on generic models...

Industry Contributor 6 Dec 2022 - 4 min read

Forget 60:40. A looming recession and the rise of retail media is set to change the brand-activation ratio

By Simon Porter - Head of Retail, Hatched Sydney

Past recessionary periods saw marketers gravitate to quality, measurable channels. With the media landscape further shifting...

Industry Contributor 2 Dec 2022 - 5 min read

'Don't aim to be liked, aim to be respected': Google’s Sophie Hirst, Carat’s Emily Cook and digital marketing consultant EJ Gamboa emerge from The Marketing Academy without a five-year plan, but that's okay

By EJ Gamboa, Consultant; Sophie Hirst, Google ANZ; Emily Cook, Carat - The Marketing Academy 2022 Scholars

The Marketing Academy's 2022 scholar intake graduated last week. Mi3 asked the class of '22 for their takeouts. EJ Gamboa,...

Industry Contributor 28 Nov 2022 - 5 min read

Justifying marketing investment 2023's key challenge: Don't pitch to save money and audit in-house teams – pitch consultant's marketer survival guide

By Jen Davidson - Managing Partner, Tumbleturn Media

Justifying marketing investment is the key challenge for 2023, says pitch consultant Jen Davidson. She suggests marketers...

Industry Contributor 28 Nov 2022 - 4 min read

The purpose of brand purpose: Dispelling the Sinek effect

By Jules Hall - CEO, The Hallway

Is brand purpose dead? No, says The Hallway boss Jules Hall. But the definition of brand purpose got hijacked, he suspects,...

Industry Contributor 28 Nov 2022 - 4 min read

Flying cars? Nah, automatic best-price is the next big thing

By Tim Tyler - Managing Partner, Ellipsis

There's government-backed change afoot that will have major implications for loyalty schemes. Ellipses Managing Partner Tim...

Industry Contributor 21 Nov 2022 - 5 min read

The Marketing Academy 2022 intake: NSW Customer Service's John Kerrison, Thinkerbell's Katie Dally, MediaCom's Mat Glazewski on not faking mastery, letting go of all you can't control – but always being among the doers – and why agency perks won't cut it

By John Kerrison, Katie Dally and Mat Glazewski - The Marketing Academy 2022 Scholars

As the latest Marketing Academy intake prepares to graduate, Mi3 asked the class of '22 for their take on the key lessons –...

Industry Contributor 15 Nov 2022 - 5 min read

The Marketing Academy 2022 intake: TBWA\Sydney’s Tanya Vragalis, Mars Food’s Jade Lish, Hall & Partners’ Ed Steiner on 12.8% year-on-year churn, keeping pace with marketing tech, giving feedback

By Jade Lish, Mars Food; Tanya Vragalis, TBWA\Sydney; Ed Steiner, Hall & Partners - The Marketing Academy 2022 Scholars

Six months into The Marketing Academy's 2022 Scholarship programme, Mi3 asked the class of '22 for their take on the key...