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: When sponsorship goes bad

Mr Mumbles creative partner Andrew Town.

The recent Biennale-Transfield controversy highlights the need for robust corporate sponsorship strategy, writes Andrew Town.

Opinion: Bob Garfield's native negativity is naive

Sound Alliance boss Neil Ackland

Bob Garfield's wrong about native advertising being the death knell for editorial integrity and trust in newspapers, says Sound Alliance boss Neil Ackland.

OPINION: The Checkout just blew up marketing's new world order

AdNews editor-in-chief Paul McIntyre.

ABC’s The Checkout show just blew up marketing’s new world order as the “digital ecosystem” ushers in a new world of public “authenticity".

OPINION: ROKY 2 - The trinity of digital, data and strategy

Peta Southcombe, Andrew Pascoe, Leah Dickenson

It's return of knowledge two: bigger, faster and even more knowledgeable than last time. Maxus trio Peta Southcombe, Andrew Pascoe, Leah Dickenson don the gloves.

OPINION: NZ flight 101 has taken off

That Air New Zealand's safety video featuring bikini-clad models has taken off everywhere demonstrates a bit more than the brace position, says M&C Saatchi's Paul Dunne, who once wrote a safety video for Qantas.

OPINION: Living in a cross channel world

Facebook and Google’s public proclamations have wider implications for our industry, says Adconion's Matt Hunt. It's all about simplifying cross channel attribution. Re-attribution is the game and focusing on the R in ROI is the new black.

OPINION: Collectives the key for 'Big Ideas' to take off

Brand experience can only match the message with singularity of purpose, says M&C Saatchi Australia CEO Jaimes Leggett.

OPINION: Programmatic winter is coming

Programmatic winter is coming. Media companies better prepare or face the wall. Staff investment is now critical, says Xpand's Dan Sheppard.

OPINION: He who collects the most stories wins

My greatest fear is not being relevant. And my guiding rule when it comes to work has always been 'if it was my money, what would I do?'

OPINION: Seismic shifts ahead for marketing, advertising and media

PwC national digital intelligence leader Jason Juma-Ross.

Leading digital marketing analyst Jason Juma-Ross outlines how the industry's breakneck evolution will play out in the next few years.



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Opinion: A bit more than a Tim Tam: Sunita Gloster predicts Global Marketer Week highlights
AANA chief executive Sunita Gloster.

The advertising world is converging on Sydney for AANA & WFA Global Marketer Week. So what will they take away? Sunita Gloster outlines the themes.