Opinion

Lessons from one of Australia’s biggest media rebrands

Becoming a career chameleon: what I learned from losing Cate Blanchett’s car keys

Disgruntled is not just a pig that’s lost its voice

Aldi’s unselling approach is the point, and loyalty is the bonus

What ails marketing? Tactification, communification and digitisation 3

Dear TV, let’s be friends 13

You must know the difference between ‘brand’ and ‘branding’, in order to reach the masses 2

The content tide is high and we’re sinking 5

Nothing can save the taxi industry’s branding issue 22

Despite the brand disaster risks, CEOs need to be on social media 1

Why social media analytics tell you very little about effectiveness 1

Fighting nonsense marketing jargon with nonsense marketing jargon 4

A timely return to the craft of media planning 2

Jamal Khashoggi: why stating the truth is getting a lot of journalists killed 1

Mary Jane: A closer look at one of the 21st century’s most interesting rebrands

What might Nick Clegg bring to Facebook? 1

Brand America will take a major hit if US does not act on Saudi ‘bone saws’ and dead journalists 2

Aussie publishers have a choice: Work together or die alone 2

Don’t believe the promises of dodgy digital agencies 4

Do you know how you want your customers to feel? It’s harder than you think 1

Be authentic in your public persona, avoid ‘productivity porn’ when promoting yourself 2

Putting purpose back into public relations

Financial services brands are in a make or break moment 2

Don’t confuse desktop research with inspiration 4

Brands should consider the pitfalls of hitching themselves to the purpose wagon 5

Burger King’s glorious new ad plays chicken with the machines 4

Why a lack of women in senior creative roles cuts brands short 13

Farewell Cosmo, the missed opportunity 11

Did a vegan ad just air on Australian TV for the first time? 27

Aldi’s new ad misses the points 36

When will CEOs make proper use of social media? 1

If advertising is dead, then it’s a nice time to start doing advertising 7

Don’t throw the baby boomer out with the bathwater 6

What brands and marketers can learn from film theory

Local film and TV content makes up just 1.6% of Netflix’s Australian catalogue 1

The Everest horse race: All PR is good PR… or is it? 11

Technology should help creatives – but don’t put down the pen and paper just yet

San Francisco’s dirty disruption underbelly contains a lesson for all marketers

Purpose: You’ve either got it or you don’t 5

Banksy: I was in the room when his painting shredded – and enhanced his brand 1

New research shows how Australia’s newsrooms are failing minority communities 5

A side hustle made me better at my real job

A word to the banks: Trust is won through ongoing positive behaviour, not one-off gestures 3

The Everest ad is not a gateway drug to a full-time Opera House billboard 3

Change is coming for the big banks – and their advertising 5

From the ABC to Dreamworld, corporate culture is in crisis 2

The uncivil Mr Jones 13

The four roads of customer service: be clear about which one you’re on

Alan Jones versus the Opera House 36

Kicking the ‘kickbacks’ out of the marketing industry will not be easy

A cautionary tale of changing your brand name without doing your homework

Social media entertainment could be the future of the screen industry, so let’s not strangle it with regulation

What true crime podcasts can teach brands about creating a better customer experience 1

Want to build your brand? Stop worrying about filming yourself and just do good work 3

Why editing really matters 3

Media agencies are structurally unsustainable 55

On sleep deprivation, anxiety, and the professional shadow of a doubt 2

The media needs to be more responsible for how it links Islam and Islamist terrorism 1

In our bid to become frictionless, we’ve forgotten the importance of anticipation 8

Smoke and mirrors on issue funding won’t deter critics 8

Pub background chatter can teach us an important lesson about ads 1

Purely transactional client / agency relationships are a ticking time bomb 3

Marketing campaigns are not always the solution your client needs

The cult of adland is no more 12

ABC crisis: We can learn a lot from watching other people’s mistakes

With Justin Milne gone, how does the ABC go about restoring its crucial independence? 4

Personas make marketers stupid: It’s time to embrace the complexity of human behaviour 8

Australia needs to start taking game developers seriously, or risk getting left behind 1

Solving trust in measurement starts with taking transparency seriously 2

Stop looking at performance marketing as a tool to trick customers 1

Why interactive experiences deliver the best first-party data

It’s not luck – there’s a strategy to going viral on Facebook 4

Why we should care about changes to our internet domain names system 4

Don’t blame the pitch process: Stick to the rules and everyone will benefit 9

Despite her good intentions, Michelle Guthrie was never the right fit for the ABC 3

Influencers must remember what the word influence actually means

Ask the experts: What has marketing science taught you? 1

Michelle Guthrie’s stint at ABC helm had a key weakness: she failed to back the journalists 2

What is the ABC’s Project Jetstream, the scheme that doomed Michelle Guthrie? 21

An algorithm is only as good as its trainer

Chatbots have been around since the ’90s, but they still don’t work (yet)

Specificity is a powerful tool that hides in plain sight

Sometimes we have to make a call between big numbers and meaningful numbers 6

If banking is the new Trump, will it ever be great again? 3

It’s time to end the culture of bullying on reality TV 5

A retrospective on David Ogilvy’s life and work 9

AI: there’s a reason it’s so bad at conversation

‘Boys will be boys’ to racist Corn Pops: How to react when controversy strikes 1