What do the thought leaders in the marcomms industry have to say about media, marketing and advertising?

Hear from creative heads, media bosses, marketing directors and industry analysts about their opinion on the latest news, trends and initiatives. The AdNews Opinion section will keep you at the forefront of industry insight.

OPINION: The disconnect between brands, agencies and customers

21 May 2013

Without proper access to brands' internal sales data, agencies are swimming blind and customers ultimately lose out, writes Avrill D'Costa.

OPINION: Five reasons to dump your analytics company

15 May 2013

For an area most marketers know little about, big data is receiving a nauseating amount of attention. If your data analytics company does any of the following, then give them the flick, says Maxus' Rob Pardini.

OPINION: Five marketing disasters, as told by The Monkeys

14 May 2013

What do Microsoft and Susan Boyle have in common? They know how to throw one hell of a launch party. #susanalbumparties, and other great marketing disasters, as told by The Monkeys digital CD Jay Gelardi.

OPINION: Nasty is good, accessible is better

10 May 2013

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

OPINION: Five considerations for the future of digital advertising

30 Apr 2013

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

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

26 Apr 2013

Oppressive heat, conveniently destroyed legal documents, language barriers and dodgy electricity. Bullseye's Mike McKerlie gives you a taste of what it's like to live and work in Asia.

OPINION: Who left the retail back door open?

26 Apr 2013

You can bang pots and pans and scream about ecommerce all you want, but if retailers keep their heads in the sand there isn't much point. JBA's Pete Gurrie says despite the talk, Australian retailers still don't get it.

OPINION: Creatures of habit

24 Apr 2013

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

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

19 Apr 2013

Content king? Nope. Context is king, and media companies that pay scant regard to delivery of content as well as what that content comprises, are dead, says Active International Australia's Robert Tolliday.

OPINION: Adland must embrace the power of the deviant

16 Apr 2013

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