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How Australia’s love for pets made a box office hit

This case study examines how the #secretlifeofmypet project helped The Secret Life of Pets open at number one at the Australian box office. This article...

BY Marketing

19 April 2017 3 min read

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Less converts more – how to write succinct, engaging copy

Rob Sattler has some practical tips for producing succinct copy that’s more likely to connect with an audience. ‘Want to save the puppies? Keep...

BY Marketing

30 March 2017 2 min read

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Case study: how Youth Mental Health Foundation took on cyberbullying one word at at time

Cyberbullying creates millions of victims around the world. Reword activates and encourages change within the world of online bullying by targeting bullying...

BY Marketing

22 March 2017 3 min read

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Why you shouldn’t take a break from advertising over the holidays

Sheridan Devereux lists five reasons why the holidays are a great time to be speaking with your audience. There’s a common perception that summer isn’t a...

BY Marketing

21 December 2016 3 min read

OPINION shares

Ask a friend: what’s up with this press ad?

Simon Dell found a curious piece of advertising on page 12 of the Courier Mail this morning and wonders if word of mouth can ever breed with paid media. ...

BY Simon Dell

23 September 2016 2 min read

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Behold the power of negative political advertising

David Waller’s election coverage concludes, as Saturday’s voting results left power hanging in the balance, with no result announced as yet....

BY Marketing

4 July 2016 2 min read

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Three tactical tricks for engaging viewers before they hit ‘skip ad’

Jeffrey Parrish offers three tips for those using online video ads, and how to get the best engagement in the five seconds before the ‘skip’...

BY Marketing

29 June 2016 3 min read

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Why the marketing watchdogs won’t touch false or misleading political advertising

In this week’s edition of David Waller’s Election 2016 coverage, he discusses the issue of truth (or lack thereof) in political advertising, and...

BY Marketing

24 June 2016 3 min read

INTERVIEW shares

Spotify’s head of B2B marketing on keeping up with rising advertiser expectations

Marketing spoke with Jeff Rossi, Spotify’s global director of business marketing about rising popularity, accurate engagement targeting, and marketing...

BY Ben Ice

23 June 2016 5 min read

INTERVIEW shares

A big bloody controversy

This article appeared in Marketing May 2006, when Scott Morrison (Australian Treasurer) was MD at Tourism Australia, and approved the infamous ‘So...

BY Marketing

9 June 2016 6 min read

How to effectively employ segmentation, personalisation and dynamic creative in your retargeting strategy

Sponsored content: This article was commissioned by AdRoll to let readers know they can access a free copy of the ‘Performance Marketer’s Guide...

BY Marketing

27 May 2016 3 min read

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Case study: How SA Health closed the immunisation gap

Campaign: Aboriginal Immunisation Client: SA Health Agency: Showpony Background In March 2013, there was a huge 21% gap between the percentage of Aboriginal...

BY Marketing

9 May 2016 3 min read

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How to drive a successful performance advertising campaign

As the marketplace continues to be saturated with ever-increasing levels of content, a clear aim, well executed customer journey across all platforms, and...

BY Marketing

27 April 2016 4 min read

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Attn to detail: using your email signature as a marketing channel

For Ryan Bonnici, every email you send, not just EDM blasts, are opportunities for marketing. Here are his tips for maximising the impact of email...

BY Ryan Bonnici

26 April 2016 3 min read

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Case study: Bethanie’s award-winning, local, small-budget campaign

This marketing case study goes behind the scenes of the local, small-budget campaign by Western Australia-based aged-care provider Bethanie that got a 306x...

BY Marketing

13 April 2016 4 min read

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CommInsure versus ASX in crisis: two different PR results

Caroline Regidor looks at the recent corporate crises between ASIC and CommInsure, the role of the media, and potential effects on consumers and big...

BY Caroline Regidor

7 April 2016 3 min read

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Online video beyond brand advertising

Video marketing has moved beyond being just a tool for brand awareness. Nick Dennis explores how it is being created to better engage with and educate...

BY Marketing

16 March 2016 3 min read

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Ariel’s brand story washing away generations of bias

For Bec Brideson, Indian washing detergent brand Ariel’s latest campaign is one which effectively targets males and females, and leaves behind...

BY Marketing

8 March 2016 3 min read

Digital outdoor in action: inside three campaigns

The growth of available technology in digital outdoor advertising has allowed brands to get their message across in more creative and relevant methods than...

BY Marketing

29 February 2016 5 min read

Brain Trust: how to approach the development of creative for digital outdoor

For The Digital Outdoor Issue, our Brain Trust was asked for their expert advice for developing digital outdoor creative. Here’s what they told us....

BY Marketing

26 February 2016 6 min read

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