Media Unmade – Chapter 15: A House of the Most Brittle Glass
Welcome to the latest edition of the Unmade podcast. Today’s edition features another extract from the audio edition of my book, Media Unmade, which is published by Hardie Grant and available online and in book stores.
In today’s episode we explore the booms and bubbles that consumed Australia’s media industry in the previous decade.
We explore the cautionary tale of how Alex Malley, the CEO of accountancy industry body CPA, become Australia’s content marketing poster child by using his organisation’s massive marketing budget to make himself famous. It all came undone after The Australian Financial Review’s Rear Window columnist Joe Aston began asking hard questions.
Still on the subject of content marketing, we tackle the story of how King Content went from being Australia’s hottest agency to a disastrous acquisition for Isentia.
