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: Is a growing brand a healthy brand?

11 Dec 2012

Nielsen's Andrew Palmer provides brands with a few pointers on how to assess their long-term position in the market and future profitability.

OPINION: The brand control delusion

11 Dec 2012

Brand strategist Brent Heatley delivers some sobering thoughts to marketers who still believe they’re the all-seeing, all-knowing architects, designers and engineers of their brands’ destinies.

OPINION: The problem with open tenders

07 Dec 2012

Trinity P3's Darren Woolley tells marketers that an open tender might seem like the best way to find a strong agency, but suggests the process is fraught with problems.

OPINION: Multicultural marketing - a lot of talk but where's the action

03 Dec 2012

Komli's Tasneem Ali argues that too many brands recognise the importance of multicultural marketing but do nothing about it, but also suggests this is starting to shift.

OPINION: Fighting Facebook ad blindness and fatigue

03 Dec 2012

Marin Software's Nick Gill provides marketers and agencies with a few tips about navigating the sometimes-murky world of Facebook.

OPINION: How not to win friends, but influence people

30 Nov 2012

UM's Richard Chataway asks the big questions. How do we stop people drinking or eating too much? How can Bing persuade people not to use Google?

OPINION: The how, what and when of Christmas for retail marketers

28 Nov 2012

Christmas is just around the corner. Aegis Media's Simon Tebbutt gives retail marketers a few tips in the build-up to one of the biggest but most erratic sales periods of the year.

OPINION: The dynamic duo of social and experiential

28 Nov 2012

Rinsed MD Simon Micarone suggests social media has forever altered the potential reach of experiential campaigns, and argues the sky is the limit for smart marketeers.

OPINION: Closing the buyer-seller divide with real time bidding

27 Nov 2012

News Limited's Jason Barnes urges digital marketers to recognise the potential of real time bidding, and argues the local market is becoming increasingly sophisticated.

OPINION: Success in media is about transferable skills

23 Nov 2012

MediaCom's Paul Walker argues that if you want to be successful in the media game, you should develop skills which can cross over into multiple professions.