Opinions

OPINION: Understanding innovation 11 years ago

'Innovation' is the most misunderstood word in the industry vernacular at the moment. 2012 was bad, but...

Top five marketing disasters of all time 11 years ago

OgilvyOne's Rob Morrison spills the beans on his top five marketing disasters of all time.

OPINION: Fast-tracking brand building via a slice of Hollywood 11 years ago

Borrowing from Hollywood via licenced content gets results for advertisers by harnessing a higher power....

OPINION: The coming of age of in-stream video 11 years ago

Early cinema stuck close to theatre while early TV mirrored radio formats. The same is true of in-stream...

Five most annoying ads ever created 11 years ago

Continuing our ad hoc top five series, Jamshop principal and creative director Jim Robinson gets the...

OPINION: Do you work for a dead business walking? 11 years ago

Many of today's brands are like fat old men, gorging on crap and waiting to die, argues UNO director...

Life lessons from Charles Saatchi 11 years ago

If you're ever asked to explain what creative copywriting is all about, Charles Saatchi's fable about...

OPINION: Is Google dancing with the devil? 11 years ago

MEC head of search Alex Hancocks says Google should apply its trademark policy regulations to the...

OPINION: Real world education solves industry skills shortage 11 years ago

Do today's adland graduates have the necessary skills for the real world? Macleay College program leader...

OPINION: The disconnect between brands, agencies and customers 11 years ago

Without proper access to brands' internal sales data, agencies are swimming blind and customers...

OPINION: Five reasons to dump your analytics company 11 years ago

For an area most marketers know little about, big data is receiving a nauseating amount of attention. If...

OPINION: Five marketing disasters, as told by The Monkeys 11 years ago

What do Microsoft and Susan Boyle have in common? They know how to throw one hell of a launch party. ...

OPINION: Nasty is good, accessible is better 11 years ago

Media Access Australia's Alex Varley shares his insight into how organisations and agencies can compete...

OPINION: Five considerations for the future of digital advertising 11 years ago

What's the future of digital advertising? Hint - it ain't just clicks.

OPINION: When it comes to Asia, is the grass always greener? 11 years ago

Oppressive heat, conveniently destroyed legal documents, language barriers and dodgy electricity....

OPINION: Who left the retail back door open? 11 years ago

You can bang pots and pans and scream about ecommerce all you want, but if retailers keep their heads in...

OPINION: Creatures of habit 11 years ago

BrandHook's Pip Stocks explains how routines and rituals rule our lives, and how brands can re-program...

OPINION: The content king is dead! Long live the context king! 11 years ago

Content king? Nope. Context is king, and media companies that pay scant regard to delivery of content as...

OPINION: Adland must embrace the power of the deviant 11 years ago

Adland must learn to embrace the power of the deviant, says ZenithOptimedia's Uma Sekar. No. Not that...

OPINION: Magic hands and media spin 11 years ago

MediaCom's Nick Keenan argues James Greet and Mat Baxter are engaging in textbook political spin with...

OPINION: What we can learn from Maggie the brand 11 years ago

If we want our brands to poke through the clutter, we need to take a lesson from Margaret Thatcher by...

OPINION: Ten things to consider before starting your own agency 11 years ago

Thinking of starting up your own agency? With Collective's Justin Hind offers some food for thought...

OPINION: What do you actually do? 11 years ago

Kinesis Media's Alan Robertson tries to answer the age-old question that haunts media buyers.

OPINION: Google brand protection - The last bastions fall 11 years ago

Have advertisers lost all brand protection on Google now that the search giant has gazumped the ACCC?...

OPINION: Don't forget about smartphones in the tablet age 11 years ago

Rodeo general manager Aaron Tobin considers what happens to smartphones in the online retailing space as...

OPINION: Where would you advertise if it were your money? 11 years ago

Some online adspace aggregators mark up inventory by 60%, yet their serving of your ads has very little...

OPINION: Dumb and Dumber (Ways to Die) 11 years ago

UM's Richard Chataway explores the possibility that 'softer' ads like 'Dumb Ways To Die' might be...

COMMENT: Ikon fallout could see industry purged on DSPs, arbitrage 11 years ago

Paul McIntyre reckons Ikon's management team rout followed a clash over a radical new strategy. Either...