RELENTLESS

A collection of thoughts and musings to help you stay relevant. Relentlessly.

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Can brands be built on social media?

We look at whether social media is a complete non-starter when it comes to brand-building – or whether we've just been using it wrong.
Richard Parker
Richard Parker
September 30 . 4min read

Apple, privacy and ad targeting

Edge Media Director Inez Zimakowski explores the impact of Apple's new privacy features for advertisers. It ain't pretty...
Inez Zimakowski
Inez Zimakowski
September 16 . 3min read

Serbian grandmothers and the evolving DTC landscape

We explore the future of DTC and ask how FMCG businesses can use it to create value. What does this have to do with Serbian grannies? You might well ask.
Milica Djurovic
Milica Djurovic
September 8 . 3min read

What Side-hustles Can Teach Us About The Search For Meaning

Like it or not, side hustles are becoming more prevalent as people look to diversify their income and find purpose and meaning in their lives. Here's how brands can be part of the conversation.
Caitlin Ammann
Caitlin Ammann
August 25 . 2min read

Has covid-19 finally made the qr code relevant?

With Covid-19 shaking up the way we socialise, will the humble old QR code finally get its day in the sun?
Richard Parker
Richard Parker
August 18 . 3min read

The cookie apocolypse is coming! what are you doing to prepare?

As all of the major players phase out third party cookies, how can marketers prepare and pivot their digital media targeting strategies?
Caitlin Ammann
Caitlin Ammann
August 7 . 2min read

leveraging tribes and network effects to build businesses

Is demographic targeting the best way to build brands, or can leveraging tribes and their network effects deliver a bigger (and more effective) bang for our marketing buck?
Richard Parker
Richard Parker
July 28 . 2min read

foxtel's strategy to overcome show-verload

As Binge bets on human curation whilst Netflix stands by its famous algorithm, which form of recommendation will win, man... or machine?
Caitlin Ammann
Caitlin Ammann
July 21 . 2min read

Maximising brand safety in a world of hate speEch and fake news

We weigh up the pros and cons of pulling ad spend to force ethical behaviour - and look at how to best protect brand safety on unruly platforms.
Inez Zimakowski
Inez Zimakowski
July 7 . 3min read

How to think about brand purpose

With so much crap written about brand purpose, we've tried to define purpose-driven businesses and when communications should get involved.
Richard Parker
Richard Parker
June 30 . 3min read

Share of voice, share of market and the value of creativity

Wondering how to drive an unfair share of voice in a recession? Read on...
Richard Parker
Richard Parker
June 26 . 2min read

Good friction, bad friction, and customer experience

We take a look at the role of friction in CX – and why Human Centred Design isn't always right.
Richard Parker
Richard Parker
June 16 . 3min read

HOW TO MEASURE GAINS WHEN EVERYONE'S LOSING

Edge Planning Director Caitlin Amman looks at the difficulty in measuring advertising and marketing effectiveness against a Covid-19 backdrop.
Caitlin Ammann
Caitlin Ammann
June 10 . 2min read

What’s next for the richest ‘social currency’?

Being busy has become a status symbol but when we can’t leave our houses where will we find our new social bragging rights?
Nicole Gardner
Nicole Gardner
June 9 . 2min read

Rethinking retail for short-term advantage

Edge Media Director Inez Zimakowski looks at the steps retailers can take to overcome shopper's Covid-19 based concerns.
Inez Zimakowski
Inez Zimakowski
June 2 . 2min read

Is empathy a bad thing?

Richard Parker, Edge Executive Planning Director comments on Pepsi's latest push into empathetic marketing
Richard Parker
Richard Parker
May 26 . 3min read

Adaptive business and competitive advantage

If there's one thing businesses can do to drive competitive advantage in times of change it's embracing adaptability - according to Edge Executive Planning Director Richard Parker
Richard Parker
Richard Parker
May 12 . 2min read

Mitre 10 retools with drive-thru fix

Mitre 10 works around social distancing restrictions to help people get their DIY jobs done without safety concerns.
Adelaide Day-Collett
Adelaide Day-Collett
May 11 . 1min read

Anxiety and the Oversupply of content

Richard Parker asks whether, as businesses rush to be useful and empathetic in lockdown, they are creating a content glut, adding to feelings of anxiety and making curation a scarce commodity?
Richard Parker
Richard Parker
May 5 . 2min read

Edge helps Mutiny launch ‘Herd’

How we worked with our good friends at Mutiny to introduce a new track and trace app to combat COVID-19 from every angle.
Richard Parker
Richard Parker
April 20 . 5min read

Will media consumption see permanent change?

Banana bread recipes, whipped coffee and TikTok - what our Covid-19 content appetite could tell us about the future of media.
Adelaide Day-Collett
Adelaide Day-Collett
April 8 . 2min read

Social media and social distancing

Staying quiet, staying positive or saying something silly? We take a look at how brands around the world have responded to Covid-19.
Inez Zimakowski
Inez Zimakowski
April 6 . 5min read

Brandalism: Adland has a lot to learn from street art

Commercial litter with wafer-thin creative appeal is everywhere. Instead, brands and agencies should ensure ads become art in the form of brandalism.
Tijan Biner
Tijan Biner
April 1 . 3min read

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