This week it is my turn to offer a view on our key stories and what they mean for you and the industry. He has a PhD in Marketing and works as an international brand consultant. 13:00 PMMark RitsonAcross media land a storm is brewing. In a recession, brands go bankrupt and disappear. The ‘Matesong’ campaign is a wonderfully executed piece of advertising but Australia’s bushfire crisis has sadly changed the country’s image – perhaps forever. A NOTE ABOUT RELEVANT ADVERTISING: We collect information about the content (including ads) you use across this site and use it to make both advertising and content more relevant to you on our network and other sites. One of my favourites comes from Mike Tyson. 10:30 AMMark RitsonWhile COVID-19 is a human tragedy, it is also a pivotal moment for every brand and an opportunity for marketers to lead from the front. But there is one. Mark Ritson is adjunct professor of marketing at Melbourne Business School and an international keynote speaker for conferences and organisational events. Marketers are so enamoured with programmatic ads that they are at peace with losing nearly half of the advertising spend. He has a PhD in Marketing and works as an international brand consultant. They slash their marketing and advertising spend, batten down the hatches and wait months for the green shoots of recovery to appear. Binet and Field’s research may not be perfect but that doesn’t make it wrong Mark Ritson. Last week the Federal Court finally approved the merger of Vodafone and TPG, a decision affecting marketing and media. But the main reason they are smart to spend more in a recession is because their rival marketers are cutting budgets. 14:00 PMMark RitsonTarget’s owners have done what they can to save the ailing retail brand. This is also known as Online Behavioural Advertising. If you believe a comment has been rejected in error, email comments@theaustralian.com.au and we'll investigate. 13:00 PMMark RitsonLast week the Federal Court finally approved the merger of Vodafone and TPG, a decision affecting marketing and media. They increase their advertising budget in the face of a recession. We encourage your comments but submitting one does not guarantee publication. They are the silver lining I was looking for. Even my octogenarian in-laws are relaxed doing their shopping. If Virgin goes bust, Australia is likely to return to the dark days of sky-high fares and patchy service with only one airline flying. He has been voted Professional Publishers Association Business Columnist of the Year in the... You can now update the display or screen name associated with your Subscriber account. Rather than cut the budget, this marketer heads straight upstairs to talk to their CFO or CEO and make the case for maintaining the advertising budget. 14:00 PMMark RitsonThe main reason it’s smart to spend more on advertising in a recession is that your rivals will be cutting their ad budgets. My preference has always been for a spontaneous outburst from outside our industry. 10:17 AMMARK RITSONWhy would the Trump administration suddenly place such a heavy hand on such a flimsy, unimportant little social media company? Yes, you read that right. But in recent months a new narrative has emerged. The Australian's website does not support your current browser version. He has a PhD in Marketing and works as an international brand consultant. Policy. 14:00 PMMark RitsonIf Virgin goes bust, Australia is likely to return to the dark days of sky-high fares and patchy service with only one airline flying. The COVID-19 events that now engulf us are entirely unprecedented. In 1920, in 1974, in 1980, in 1991 and, of course, in 2007-08, analysts looked at which companies spent what on advertising and what happened as a result. Next, you need a board of directors who understand that marketing and advertising are an investment and not something you cut when the going gets tough. Here, you can get a beer and a meal as normal. And we know a lot about how to manage brands and businesses when they arrive. 14:00 PMMARK RITSONThis generational mumbo jumbo is a fairytale built from simplistic stereotypes and lazy thinking ... and it’s proving an uncomfortable fact for marketing ‘experts’. 5:27 AMMark RitsonThe new Budget Direct campaign proves that ads that don’t reference the strange coronavirus times stand out more. It’s a struggle to find even the faintest flash of a silver lining with so many grey clouds above us. While COVID-19 is a human tragedy, it is also a pivotal moment for every brand and an opportunity for marketers to lead from the front. But it’s as inevitable as it is familiar. One was steadfast that she would not be cutting the advertising budget by a single dollar. For a growing number of Australians there is a different way to refer to our current Prime Minister. And it's a big one. That really is a Burger King ad featuring a rotten, 30-day old burger. 15:43 PMMARK RITSONThe good news for film buffs is that most Australian cinemas will soon reopen. If you continue browsing, we assume that you consent to our use of cookies. Companies aren’t going to thrive in the difficult months ahead but marketing, the real stuff, could help them survive. 4:27 AMMark RitsonFor the past decade the Amazon story has essentially been the same. 10:14 AMMARK RITSONIn the fast-paced world of modern business there is rarely any time for reflection or sentiment. In the fast-paced world of modern business there is rarely any time for reflection or sentiment. Here, you can get a beer and a meal as normal. 13:00 PMMark RitsonThe media jungle grows ever more inhospitable with free-to-air TV revenues falling 6 per cent in the last six months. But what follows next will be nothing new. 13:00 PMMark RitsonNew Simply the Best ad does a masterful job of reminding everyone why rugby league is such a wonderful game. Creating new logos is a mug’s game. A NOTE ABOUT RELEVANT ADVERTISING: We collect information about the content (including ads) you use across this site and use it to make both advertising and content more relevant to you on our network and other sites. Coronavirus is devastating the marketing world’s conference circuit and highlighting the advantages of virtual meetings. Hi there, welcome to your account and your subscriber benefits. Mark Ritson is a former marketing professor. 14:00 PMMark RitsonThe coronavirus has broadly divided the corporate world into three very different types of company: freeze, fix and flex. The media jungle grows ever more inhospitable with free-to-air TV revenues falling 6 per cent in the last six months. Part of the John Lewis Partnerships’s new strategy is to use the strength and heritage in its brand to expand into new areas of retail and beyond. Xeim Limited, Registered in England and Wales with number 05243851 And the pattern has been remarkably similar, time after time. Get the edge with AM and PM briefings, plus breaking news alerts in your inbox. On the eve of another big fight Iron Mike was asked about his opponent’s claim that by using lateral movement and a lot of clever footwork he would nullify Tyson’s notorious ferocity. “Everyone has a plan until they get punched in the mouth,” Tyson replied. It’s worth drawing out a spectrum of impact for the grim commercial coronavirus period ahead. Registered office at Floor M, 10 York Road, London, SE1 7ND. Three big movies face the unenviable task of bringing audiences back. If a brand has a 20 per cent share of the market but a 30 per cent share of the voice, it has an excess, an ESOV, of +10. West Australian entrepreneur James Wilkes has responded to the crisis by making massive changes to every aspect of his business. He has been voted Professional Publishers Association Business Columnist of the Year in the UK three times. Even my octogenarian in-laws are relaxed doing their shopping. Three big movies face the unenviable task of bringing audiences back. Employees are being let go in record numbers. Reader comments on this site are moderated before publication to promote lively, but civil and respectful debate. The ones who will reap the benefits when this horrible period of isolation and recession ends. Now it’s time to think of Kmart and act like a rat. The ad industry has a responsibly to educate consumers on climate change but must avoid ‘greenwashing’ people or risk damaging their reputation for good. I am not a big one for marketing quotes. It’s one of the few hard facts of marketing and advertising. He has a PhD in Marketing and works as an international brand consultant. The main reason it’s smart to spend more on advertising in a recession is that your rivals will be cutting their ad budgets.
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