Opinion

2021 is set to redefine marketing in the 21st Century

In 2021, we don’t need wider representation, but deeper

Australian media is failing to cover domestic violence in the right way: new research

It’s time for a culture shift

We need to talk about YouTube

Facebook saga exposes why brands not only need to invest in content, but their own distribution channels too

For brand building with LGBTQI+ communities, the real treasure lies beyond the end of the rainbow

In this divided attention economy, words that stick in everyone’s heads have never been more of a brand asset

Size isn’t everything, so stop faking the big leagues and embrace being small

Facebook versus News: Advertising is the real problem

Woolley Marketing: The fake dilemmas that plague marketing

Supporting an industry in crisis: Lessons from rebranding during a pandemic

The 80/20 View: TikTok, VLOOKUP and Drake

Advertisers reel in the wake of Facebook’s news ban, but hold out hope the impact will be minimal

Keep me logged in: The growing importance of the consumer direct relationship 

News was never part of the Facebook plan, so they’ll happily prove it

Clicks over credibility

Stopped at 60: Australia’s older generation restricted under Facebook’s news ban

Seduce, don’t sell

Regardless of the rules, sport is fleeing free TV for pay, and it might be an avalanche

Banning news links just days before Australia’s COVID vaccine rollout? Facebook, that’s just dangerous

Small business is the collateral damage in Facebook’s decision to ban news content

Forcing Facebook to pay for news is killing publishers

An obituary to the great agency brands, from someone trying to build one

The case for pro bono: it’s not just about marketing

The TV networks holding back the future

A marketer’s guide to capitalising on increasing video consumption

Clubhouse could be the next big thing in social media

Buyers must tap into the power of programmatic digital OOH

The competition isn’t the competition you think it is

How Ben & Jerry’s showed that creativity can beat powerful

When your world shrinks, go big

Data is your rocket fuel

Ford Australia’s inclusion of individuals with disability acknowledges the value of diversity and inclusion

Raise the ecommerce marketing bar with smart returns

Brands must acknowledge their moral responsibility, whether they like it or not

Chau Chak Wing’s $590,000 defamation win shows investigative journalism is risky business

You should be marketing mindfully in 2021

Native features will dominate Facebook and Instagram marketing in 2021

COVID-proof activewear and COVID-safe cruises: Why succumbing to the anti-science brigade is bad ethics and bad branding

Google can teach us about harnessing the power of owned media

Brands must act now: the clock is ticking

Social influencers: new advertising code addresses hyper-sexualisation, but not where it’s needed most

Google’s and Facebook’s loud appeal to users over the news media bargaining code shows a lack of political power

Kids’ attention spans can teach us about creating ‘thumb-stopping’ content

The old news business model is broken: making Google and Facebook pay won’t save journalism

It’s time to move beyond personalisation 

Gaming’s cultural significance is being overlooked by Australian marketers targeting the next generation of consumers

Forward-thinking brands can no longer afford to align with Australia Day

Make 2021 the year of collaboration

It’s not just cricket: Australia Day isn’t the commercial winner it used to be

When it comes to COVID-normal hospitality, tailored marketing has never been more important

What talent want and have always wanted: flexibility and culture

To publish or not to publish? The media’s free-speech dilemmas in a world of division, violence and extremism

Retailers need to make the most of conversational commerce in 2021

The Conversation’s submission to the Australian Senate Inquiry into the News Media Bargaining Code

The best marketers emphasise breadth, not depth

The Reckoning: What price will mainstream and social media pay for what happened at the Capitol?

The future of events is not in-person or virtual; it’s a combination of the two

Don’t make a million-dollar mistake: grow the reach of your business with a multicultural comms strategy

It’s vital to put faces to the vaccine of COVID-19

We should be aiming for a United States of Australia

How to ensure a brand is Gen Z ready

Vanity is more dangerous than COVID in 2021

No, Twitter is not censoring Donald Trump. Free speech is not guaranteed if it harms others

Marketing in 2021: why it’s important to be CX-ready 

The future of the sporting broadcast for on and off-site fans

Social media giants have finally confronted Trump’s lies. But why wait until there was a riot in the Capitol?

Storytelling isn’t selling: Stop shoehorning your brand and use science instead

Julian Assange’s extradition victory offers cold comfort for press freedom

In 2021, put your money where your mail is

2020: A look back at the year through social media

The detrimental impact of gender-based advertising

2020 PR wins and sins

Op ed: What to expect in the world of research in 2021

2020 was the year where we said enough is enough

The Christmas of me

The rise of BVOD is the content trend that cannot be ignored

Marketing in a crisis: lessons from Tourism Australia

2020 hits & misses – from user generated content to celebrity singalongs

Are you ready to communicate? Here’s what the future of AI holds in 2021

Why linear programming will bring more viewers to Netflix’s content

Personalisation vs privacy: why Apple should enter the search engine fight

What should marketers get their procurement departments and auditors for Christmas?

Mumbrella is 12: The year we turned off the comments

Why brand values are more important than ever

Stop treating customers as disposable: here’s what needs to change in marcoms

The Australian Women’s Weekly take on the Cold War for ’50s housewives