Opinions

Why the News Bargaining Incentive calls for backing independent publishers last month

Why the News Bargaining Incentive calls for backing independent publishers

Shifting the structural economics of Australian publishing in ways that will play out across the next...

Your agency told you they do AI search. Ask them to prove it last month

Your agency told you they do AI search. Ask them to prove it

Structured content, citable sources, clear entity definitions.

Why Gen Z thrives on straightforward communication last month

Why Gen Z thrives on straightforward communication

What made the biggest difference early in my career was simple.

Design at the speed of thought, the rise of the AI powered personas last month

Design at the speed of thought, the rise of the AI powered personas

We’re moving away from long, linear processes and towards something more continuous.

AI for the sake of it is pointless productivity theatre last month

AI for the sake of it is pointless productivity theatre

The elevation of genuinely creative thinking.

In a ‘no small talk’ world, we risk losing the colour last month

In a ‘no small talk’ world, we risk losing the colour

Creating work that is precise without being rigid, efficient without becoming transactional, and...

Operational excellence has evolved – The future is adaptive intelligence last month

Operational excellence has evolved – The future is adaptive intelligence

Pave the way for what's next.

Is total video measurement still a pipe dream or closer than you think? last month

Is total video measurement still a pipe dream or closer than you think?

What the industry - and marketers - should demand.

Publishers can thrive, but only if they put their communities first last month

Publishers can thrive, but only if they put their communities first

The future of publishing isn’t defined by AI or algorithms.

The argument for irritating advertising (in an overstimulated world) last month

The argument for irritating advertising (in an overstimulated world)

“... be unmistakable—and unmistakably yours”.

The first way AI will be used is the dumbest last month

The first way AI will be used is the dumbest

The doorman fallacy.

In The Trends: March Consumer Sentiment Update – It doesn’t get better, you just get used to it. last month

In The Trends: March Consumer Sentiment Update – It doesn’t get better, you just get used to it.

The next three to six months are likely to remain volatile.

Consistency is the most expensive thing agencies deliver. Which is why so few actually do last month

Consistency is the most expensive thing agencies deliver. Which is why so few actually do

Consistency may never be the most glamorous part of agency work. But in the long run, it is what clients...

The Influencer measures that matter, from vanity to velocity last month

The Influencer measures that matter, from vanity to velocity

The cost of getting it “almost” right.

Rewiring data strategy for the AI era 2 months ago

Rewiring data strategy for the AI era

Smarter marketing.

MOVE marks a milestone - What does the next phase of OOH’s evolution look like 2 months ago

MOVE marks a milestone - What does the next phase of OOH’s evolution look like

More flexible buying approaches.

ChatGPT ads: Are they worth it? 2 months ago

ChatGPT ads: Are they worth it?

AI-led decisioning, where discovery, comparison and recommendation are collapsed into a single...

Making sense of the messy: The real value of B Corp 2 months ago

Making sense of the messy: The real value of B Corp

We’ll keep getting messy.

You are what you eat: Why Large Language Models serve up slop strategy (and what to feed them instead) 2 months ago

You are what you eat: Why Large Language Models serve up slop strategy (and what to feed them instead)

Garbage in, garbage out.

Performance isn’t the opposite of brand 2 months ago

Performance isn’t the opposite of brand

"...as the media landscape fragments, every touchpoint becomes a media channel..."

'That’s how we’ve always measured it' - The six most dangerous words in marketing 2 months ago

'That’s how we’ve always measured it' - The six most dangerous words in marketing

Are we measuring what matters, or just measuring what we inherited?

Why the future of work is radically owned 2 months ago

Why the future of work is radically owned

It’s time we put our money where our "purpose" is.

From impulse to everyday: What quick commerce teaches us about modern shoppers 2 months ago

From impulse to everyday: What quick commerce teaches us about modern shoppers

The modern consumer moves fast, expects more, and rewards brands that make their lives easier.

Parasocial is the new engine of cultural demand — and the Wuthering Heights press tour proves it 2 months ago

Parasocial is the new engine of cultural demand — and the Wuthering Heights press tour proves it

Cultural impact is no longer built purely through media weight.

You're still planning for audio vs video, but your audience isn't 2 months ago

You're still planning for audio vs video, but your audience isn't

We've always been ready for our close-up. Now, everyone else can see why.

Why B2B marketing deserves its own media thinking 2 months ago

Why B2B marketing deserves its own media thinking

Measurement needs to go beyond clicks and leads.

The 1,500:1 problem: Why Australia's AI legislation is already obsolete 2 months ago

The 1,500:1 problem: Why Australia's AI legislation is already obsolete

But quality publishers still matter (more than ever).

Climate action in advertising starts with practical steps we can all take 2 months ago

Climate action in advertising starts with practical steps we can all take

What action are you going to take?