Stories by Brad Howarth

Digital Marketing

Interview: Cracking the digital video code for brands

With more than 100 hours of video uploaded to YouTube every minute, ensuring that even a short film can capture an audience’s attention is no easy task. But when you’ve been making short films for more than 25 years, there are a few tricks you pick up along the way.

Leadership

An innovation revolution

The rapid march of technology and changing consumer expectations are driving organisations to release new products and services at an ever increasing rate. In marketing, this translates to delivering campaigns and interactions at greater speed, with flexibility and customer responsiveness to match. But if handled poorly, such rapid product and process development can also translate to a drop in quality.

Digital Marketing

Why APIs are big business for brands

In 2002 Amazon’s CEO, Jeff Bezos, issued an edict that all teams in his company were to expose their data and functionality through service interfaces. The edict gave rise to the creation of a service-oriented architecture within Amazon, with all interactions managed through application programming interfaces (APIs).

Digital Marketing

eBay makes omni-channel retail a reality for other brands

While many Australians know eBay as an ecommerce powerhouse, fewer know that the company also supplies the technology powering many other online retail experiences – and increasingly, a number of offline experiences as well.

Digital Marketing

Getting digital strategy right at Village Roadshow

As anyone who has renovated a house may attest, no matter how good the starting point is, it takes more than a new coat of paint to get results. For Jon Satterley, the task of digitally renovating multi-faceted Australian entertainment company, Village Roadshow, started by pouring new foundations.

Digital Marketing

Why artificial intelligence is set to automate marketing

Computers long ago surpassed human beings in logic-based tasks such as computation. But it has taken much longer for them to even passingly mimic human beings in many of the chaotically-structured tasks that we undertake each day. So can artificial intelligence really contribute anything of value to a process as personally oriented as sales and marketing?

Digital Marketing

How beacons and nearables are giving marketers new customer know-how

It’s been a long-held dream of many marketers to better engage with customers within their physical premises. But even the old solution of employing more floor staff is unlikely to help if there is no way easy of first identifying who each customer is.

Digital Marketing

Digital agencies — brand custodians?

The prominence of digital agencies within the roster of major brands has increased markedly in the past decade, reflecting in part the rise of digital to become the most lucrative individual advertising category in Australia.

Social Media

Getting to grips with social commerce

Social media provides a window into consumer sentiment, and is proving to be a highly effective advertising tool. But can it actually drive sales conversion?

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Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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