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 4 Oct 2022 - 5 min read

Will interest rates gut the media market? CPMs set for flat to negative, digital to be hardest hit

By Henry Innis, Co-Founder - Mutiny

My gut says the media market is headed for a flatline at best and media prices are about to deflate a little.

Industry Contributor 4 Oct 2022 - 6 min read

The Marketing Academy 2022 intake: IAG's Anna Jackson, The Hallway's Chris Murphy and OMD's Philippa Moig on killing ego, never getting emotional in commercial negotiations – and taking responsibility for everything

By By Philippa Moig, OMD; Anna Jackson, IAG; Chris Murphy, The Hallway - 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...

Industry Contributor 28 Sep 2022 - 4 min read

Economy shitshow may drive higher Netflix advertising uptake but we don’t need expensive spots to create better ads – just look at Stranger Things, Money Heist

By Andrew Reeves, Head of Strategy, Melbourne - The Royals

Ads are coming to Netflix, and the economic signs are that an ad-funded tier may gain more subscribers than forecast, But as...

Industry Contributor 27 Sep 2022 - 1 min read

The Marketing Academy 2022 intake: Coles' Patrick Barbaro on the art of listening, taking enlightenment from confusion – and grappling with martech shifts

By Patrick Barbaro - Head of Group Media, Coles & 2022 Marketing Academy Scholar

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

Industry Contributor 27 Sep 2022 - 3 min read

Duplicity in our target audience, data collection and multiple profiles: The new challenge for marketers taking on Gen Z

By Kiranpreet Kaur - Managing Director, Archibald Williams

Younger people are creating multiple profiles online – one private and one more public. Both are curated but different...

Industry Contributor 26 Sep 2022 - 3 min read

The Marketing Academy 2022 intake: Boody's Ruth Haffenden on the best advice she's ever been given, marketing's greatest capability gap - and how to nail TMA's entry requirements

By Ruth Haffenden - Global Head of Brand and Marketing, Boody & 2022 Marketing Academy Scholar

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

Industry Contributor 19 Sep 2022 - 4 min read

Foxtel media boss: Watchability will be the deciding factor of the streaming wars – and the new players may soon face the same ad stacking problems

By Mark Frain - CEO, Foxtel Media

Amid the hype surrounding Netflix and Disney's advertising launches into Australia, there are some hard realities ahead, says...

Industry Contributor 16 Sep 2022 - 4 min read

Bad science will derail good science and no one will get to Rome: Clients don't trust awards data – Byron Sharp isn't wrong

By Waqas Tahir - Head of Brand Strategy, Loud

We should not accept an analysis based on advertising awards as good science just because it is directionally similar to...

Industry Contributor 14 Sep 2022 -

Australia Post marcomms chief: Brands are missing the mark on accessibility – but we can change that

By Corrina Brazel - Head of Marketing Communications, Australia Post

Australia Post Head of Marketing Communications Corrina Brazel was proud of the Dear Australia Covid-19 campaign she...