Brands with iffy purposes
Mark RitsonWhen the Fearless Girl campaign launched in March it was lauded as one of the best promotional efforts of recent years.
COMMENTAgencies in a bind on deals
MARK RITSONWhy did MediaCom choose to walk away from one of Australia’s biggest clients?
Online fraud puts buyers on edge
Mark RitsonProgrammatic buying is a risk as thousands of fake sites are now operating.
Uber ‘taken for a ride’
Mark RitsonThere has always been a standard set of advantages and disadvantages for each of the major advertising media channels.
Dazzling digital blinds marketers
Mark RitsonBe suspicious. That was my advice last week to a team of up-and-coming marketers.
Red balloons make killer campaign
MARK RITSONHow do you promote a marketing campaign for Stephen King’s It without using images of the killer clown?
TV takes on the digital duopoly
Mark RitsonThe battle brewing in advertising media next year will be between TV advertising and the digital duopoly.
Google ad numbers don’t add up
Mark RitsonDon’t be fooled by Google and Facebook’s protestations at last week’s Senate select committee.
‘Say no to no’ stifles debate
Mark RitsonMost marketers have always swayed hard left, and their colleagues in advertising land even further.
The death of programmatic ads
Mark RitsonA dark corner of the digital ad business needs cleaning up — billions are being siphoned off by rampant fraud.
Game, set and match online
MARK RITSONNext year, British tennis fans are in for a shock. They may need to buy a subscription to Amazon Prime Video soon.
Two sides of the digital coin
Mark RitsonThe emergence of digital media continues to entice and concern marketers in equal amounts.
Foxtel hopes for milder winter
Mark RitsonWinter might be coming to the , but for many Foxtel subscribers it did not exactly turn up on time.
Advertisements not so memorable
Mark RitsonOne of the great challenges of modern media is working out who is doing a good job of promoting their brand.
Co-branding seems cold but it works
MARK RITSONCo-branding makes sound marketing sense as attested to by the successful current Louis Vuitton-Supreme tie-up.
Peek at Facebook for true believers
MARK RITSONViewability of Facebook ads may be significantly lower than many have anticipated.
Authenticity is a Cannes bypass
Mark RitsonIt became clearer then ever at Cannes last week that big changes are finally on the way in ad land.
Strategy begins at home
MARK RITSONThe appeal to advertising strategists of working for the Big Four is obvious, but many are in for a culture shock.
Personal bias at a minimum
Mark RitsonAgencies are not letting their personal bias to digital media cloud their professional judgment of alternatives.
Dark forces try to sway UK voters
Mark RitsonBritain is going to the polls and it appears to be politics as usual but electioneering has gone ‘dark’ on Facebook.
Here’s the news: nothing is free
Mark RitsonOf all the silly things done to imperil newspapers, none has proved worse than offering free news online.
ACCC ignores real threats
Mark RitsonThe ACCC risks scuppering economic growth if it ignores the real threat to competition in the media sector.
It pays to be a content thief
Mark RitsonEvery week Google generates more ad revenue than the Seven, Nine and Ten networks combined across the entire year.
Taking care in the name game
Mark RitsonWhat might seem a clever new name for a company could later prove to be a terrible embarrassment.
Dawn of new era in retail
Mark RitsonThe implications of Amazon’s entry into this country have only been half glimpsed so far.
Snap decision just a bit rich
Mark RitsonInvestors see a gathering cloud on the horizon for a platform that claims 158 million daily users.
Coles invests in its people
Mark RitsonForget “Down, Down”. Supermarket Coles has a new catchphrase, and “I’m Free” is already a winner.
CommentA brand reaching too far
Mark RitsonPepsi tried to ‘project a global message of unity, peace and understanding’ but instead showed it had lost the plot.
High risks of programmatic ads
Mark RitsonBuying digital display media without a programmatic approach is all but impossible.
Brand safety doubts grow
Mark RitsonPoor leadership from agencies, client naivety and Google’s failure to act have worsened a brand safety crisis.
