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KLM Royal Dutch Airlines is one of the world’s largest airlines. The courage and ingenuity they have been demonstrating in their social media activity...
BY Mark Cameron
Build engagement. That’s what social media is about, isn’t it? Engaging with the people who’ve chosen to like your page in order to build...
BY Simon Dell
Most of the businesses we work with run a blog or article and e-campaign framework these days to communicate with their clients, and nearly all of them... OPINION shares
Dear Mark, I would like to introduce you to the Australian Advertising Standards Bureau (ASB). You may not have heard of them but they have made a ruling... OPINION shares
In the movie Jerry Maguire, Tom Cruise has an epiphany. He writes it down. The gist is this: less is more. He stays up all night working on his mission...
BY Dan Goodswen
Facebook has many advertising options but one that seems to be serving brands well is sponsored stories. In fact, Advertisers are enjoying the increased...
BY Nick Gill
CASE STUDY shares
Campaign: The Great Crusade Client: Qantas Agency: Wonder Background Qantas has been the official naming rights partner and official airline for the...
Topic sentence: Content marketing and branded content are simply part of the latest fad in marketing, rather than the future of the discipline. Peter...
Content marketing: great for brands with no clear, rational point of differentiation. And there may be no more obvious example of that than the current... CASE STUDY shares
Campaign: Open Up Client: Jacob’s Creek Agency: CumminsRoss Background Jacob’s Creek is an internationally iconic Australian wine and also holds...
Social media. Everybody’s doing it so why not a product that’s used by all eight million Australian households? Laundry detergent. Let’s... OPINION shares
Recently a client asked me if we could use a term other than ‘social media’. The reason being she wanted to convince her CEO of the need to pursue a... CASE STUDY shares
Campaign: Kiwi Sceptics Client: Air New Zealand Agency: Host Background The Australia to New Zealand trans-Tasman route is of huge strategic importance to...
In traditional media there is an old phrase you may have heard: ‘If it bleeds, it leads.’ Tabloids, television news and even broadsheets know that if...
BY Dan Goodswen
As the dust settles on the fourth series finale of MasterChef Australia and Channel Nine relaunches Big Brother it’s an opportune time to reflect on... OPINION shares
It’s been an interesting month in the content marketing space, with the announcement of SingTel purchasing local restaurant review site Eatability....
BY Craig Hodges
Public criticism posted on Facebook and Twitter means companies should get off social media, right? Wrong! The mainstream media is currently full of it.... OPINION shares
This is Part 1 of a series on ‘Levelling-up your customer dialogue: the what, why and how’. Part 2 can be found here, Part 3 is here, and look...
BY Nick Smith
CASE STUDY shares
Campaign: Target Nuclear Weapons Client: Red Cross Australia Agency: BWM and Pollen Digital Background During a visit to Hiroshima, Australian Red Cross CEO...