One of the reasons we focus on our client's purpose is this: when a value or belief resonates from the inside out it has the power to define, unite and propel a business to great growth. Purpose doesn’t need to be charity or cause marketing,...
All across socials last night were images and tributes to Robert J. Hawke. Why? Because Bob had purpose. Bob was plugged in to cultural context and had great insight. Bob had a distinct personality and tone of voice. Bob was a person of action and courage. Like a good content...
What’s the goal of any piece of content? To get it in front of human eyes, engaged with, loved and shared, ultimately with the aim that this beautiful little piece of content is going to bring your client some serious ROI. Fellow content marketers will...
We have been creating and producing content before it was the new cool in advertising. A lot of us grew up in radio, TV, film and on the stand-up stage...
Recently I got into a bit of a debate on LinkedIn with a very experienced strategist about how purpose was a cop out for brands. The debate went like a little like this: We see purpose as why a brand exists, and indeed how it adds value...
It often feels as though in many categories, brands tend to serve up the same content as their competitors and then wonder why the content doesn’t cut through. When we set out to define a content mission for our clients we spend time looking at the competitive...
I’m not saying marketing in Australia is backward, but sometimes I wish brands would think about content differently. It’s getting better, but when we first started 3rdspace, content was the poor toothless cousin kept in the back shed until the strategy had been dressed up and...
The answer… is a strategy with the consumer at the heart of the thinking, delivering a content mission that is PR’able, involves your citizens in the conversation and utilises what you have done previously to help evolve the story. Our process for content has be recognised...
Those in the 'Yes' camp for marriage equality need to start releasing more effective advertising if they want to convince the unsure and definitively win the campaign, explains Jamie Clift. If the ‘Yes’ marriage equality campaign manage to clutch defeat from the jaws of victory in...
Summit Media’s 20th anniversary summit, Summit Audience Aware, was held in Manila earlier this month. It brought together international experts to discuss audience-first content planning. I joined Ben Darr, founder of BrandTale from NYC, Nicco Tan of Genting Malaysia and Christine Ko of Summit Media, along...