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 data killing insight?

ZenithOptimedia chief executive, Ian Perrin.

Ian Perrin, CEO of ZenithOptimedia ANZ argues that genuine insight doesn't come from data, no matter how much of it you have. One his best insights came while drinking beer. Seriously.

OPINION: Agencies keep screwing up, so pay creatives less

Peter Davis of Maximised explains how agencies don't adapt to change, overpay creatives and grossly undervalue the opportunities having great suits can create.

OPINION: Sweat Index shows a need for technology and booze

Kinesis Media principal Alan Robertson.

Alan Robertson was horrified by the findings of our Sweat Index and makes some simple suggestions to ease the stress and reduce media agency churn. Go to the pub is one.

OPINION: Do you understand online video? You need to

Stephen Hunt, Managing Director at TubeMogul Australia

TubeMogul MD Stephen Hunt responds to recent articles in AdNews that nobody is looking at online ads. Video will change all of that, he suggests.

OPINION: Putting brands in the picture with six rules of Pinterest, Instagram and the rest

With the abundance of data around social, how can brands learn how to reach the right people at the right time with the right message? OMD's Catalina Salazar shares some pointers.

OPINION: I wish there was a UX law

Gordon McNenney, Content and Communications Director at DT

A bad user experience is both frustrating for customers and damaging for businesses. Gordon McNenney, content and communications director at DT lays out what he says should be the new UX law.

OPINION: Everything you've ever wanted to know about NFC

Visual Jazz Isobar insights director Jeanette Phang.

Jeanette Phang, insights director at Visual Jazz Isobar, lays out the local and global NFC landscape and how it impacts brands.

OPINION: The big idea is dead, long live the long idea

The big idea is out. The long idea is in. And it's necessary to engage today's always-on, hyper-connected audience, argues McCann's national head of digital Bradley Moore.

OPINION: Why Australians love their smartphones

Ever wondered why Australia has such a high smartphone penetration rate? MEC's Thomas Lyngsfeldt gives a comprehensive lowdown on the nation's love affair with their phones.

OPINION: Time to create

It feels like we're in the ideas industrial revolution, but with every revolution something gets marginalised. Today it's the craft of creativity, writes Matt Wheeler.



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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.