Opinions
Sports marketing has lost its authenticity
Brands should be embracing athletes’ real stories to make the most inspirational, impactful work.
Can we trust ChatGPT as an analytics tool?
A year on from a rather disappointing test, can a reinvigorated ChatGPT win back credentials as an analytics tool—and can we trust it with our data?
Why ‘gradually, then suddenly’ is a danger to us all
It is imperative that we tackle the growing threat of deepfakes, because catastrophe is just around the corner, opines EssenceMediacomX's Sue Unerman.
Moving on from Apple 'Crush': How do we stay human on the surface?
As the furore over Apple "Crush" moves into the rearview mirror with the tech giant apologising for the ad, the founder and creative director of Weirdo says it's time to champion the human.
Advertising is still failing moms
A survey of moms across the industry uncovered the ways they continue to be underserved and undervalued at work.
Creatives defend Apple ad amid backlash
Apple’s latest ad for the new iPad pro has been panned online, but creative leaders don’t all agree with the pile-on.
Eight ways to leverage AI and optimise your marketing efforts
From research to copywriting to soundboarding ideas, AI's potential in boosting your content marketing endeavours is limitless, but knowing how and what to use is key. Senior global marketer Tyler McConville explains.
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Don’t let your AI investment for advertising fall flat
AI is not a silver bullet; the tech’s capabilities, while incredibly powerful, are only effective if managed and implemented correctly.
When creator content goes mainstream
There's no denying that creators have completely changed the entertainment landscape, and now AI is only going to empower them further, suggests UM's William Wun.
Why creativity remains at an all-time premium
The age of Gen AI might be here, but the era of creativity isn't anywhere near over, says Mirum's Hareesh Tibrewala.
Mixed-reality marketing: how AR can help future-proof brands
No longer an expensive add-on, augmented reality can now present a low cost and novel way to reach new audiences in a media saturated world.
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Why otome is the new go-to for gaming collaborations in China
Like all simulation games, Otome offers a fantasy. The powerful appeal of that fantasy speaks to what many young Chinese women feel is lacking in reality: a sense of power.
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How to fix the deprioritisation of DE&I
There’s much evidence that DE&I is moving down adland's agenda. But it doesn’t—and shouldn’t—have to be this way, says the chief executive of The Unmistakables.
Beyoncé's country pivot and lessons in fearless marketing
In the disrupt-or-die era, there is no space for marketers to fear failure. If your brand is strong, creative risks pay off. Take a cue or two from Beyoncé's masterclass in risky branding.
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Want to be funny on social media? Don't appropriate culture
Allen & Gerritsen PR associate Tyler Brindamour urges brands to avoid appropriating inauthentic vernacular in their attempt to connect with audiences.
Gamers are not who brands think they are
From geeks to grandmas, the traditional gamer persona no longer holds true. So what does it mean for brands?
M&A rumour mill is buzzing as Publicis pulls ahead of agency pack
Speculation has created what one insider calls a 'febrile' atmosphere at the top of the agency sector.
Taking the entrepreneurial route: Lessons from a first-year founder
Starting a business is no easy feat, but it's one of the most fulfilling adventures you could undertake. Charu Srivastava, co-founder of TriOn & Co., reflects on her first year leading the business.
What are ChatGPT, Copilot and Gemini saying about your brand?
AI and the (near) future of brand reputation management, from Axicom’s Brian Snyder.
How to tackle data-driven customer experience strategy
It's never been more crucial to understand audience targeting, brand growth, and campaign success measurement. Yet, Australian businesses are lagging in the adoption of data-driven strategies, asserts RMIT Online's Anshu Arora.
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