How I turned a week-long panic attack into positive change
Edge ECD Ben Smith opens up about his struggles with mental health, and how he used them to change his life for the better.
Get an edge
A collection of thoughts and musings to give you an edge.
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'Feeling The Squeeze': Behind the AdNews Cover
Read the story behind Edge's AdNews cover 'Feeling The Squeeze'.
Art Vs Commerce: Who is Winning?
Edge's Executive Planning Director, Richard Parker, discusses the state of creativity and commerciality in the advertising industry.
Have we missed an open goal by not capitalising on the scale and popularity of the Women's World Cup?
Have the local marketing industry (clients and agencies) dropped the ball by not expecting the level of buzz, the sold out stadia, or the TV viewership figures of the women's world cup?
WINNING THE BURGER WARS: WHICH STRATEGY PREVAILS?
Wendy’s has overtaken Burger King as the second-largest burger chain in the US, prompting a whole load of commentary on social media. So, what’s all the fuss about?
'BLANDING': HOW DESIGN TRENDS THREATEN COMMS EFFECTIVENESS
Is design becoming homogenised? We think so. And that can mean only one thing for effectiveness.
LOOKING AFTER OUR KIDS: A NEW KIND OF 'SOCIAL PURPOSE'
In a world rife with 'purpose-washing', is investing in kids a new kind of social purpose brands can authentically get behind?
Organic reach still matters
Organic reach on social ain't dead yet...
DO YOU REALLY UNDERSTAND YOUR AUDIENCE?
Why all brands should be getting into the field to see what their customers are up to.
BLAST FROM THE PAST: THE USE OF NOSTALGIA IN ADVERTISING
Nostalgia is a powerful thing. Here's how to use it well.
FROM COOKIES TO COHORTS: GOOGLE'S TARGETING UPDATE
Want to know what Google's latest targeting update is all about? Adelaide Day-Collett brings the goods.
Preparing your brand for the circular economy
The circular economy is increasingly important as a new generation of consumers get their wallets out to support a better way of doing business. Get the lowdown here.
WHY PLAYING ADS FOR LAUGHS IS A RECIPE FOR SUCCESS
We take a look at the use of humour in advertising – why it works, and why as an industry we seem to be using less and less of it.
IS IT POSSIBLE TO CREATE A NEW SOCIAL NORM?
To get to the answer we explore cognitive biases and some cracking old Aussie public service campaigns. Read on!
COULD CLUBHOUSE BECOME THE DREAM PLATFORM FOR BRANDS?
Get up to speed on the latest social media darling... and find out what's in it for brands
THE GOOD, THE BAD AND THE UGLY: WHAT WE LEARNT FROM COVID ADVERTISING
2020 will undoubtedly go down in history as the year of Covid. So how did brands react – and as the dust settles (even though this thing is far from over) what can we learn?
Making the leap from niche product to mainstream brand
What does it take to turn a niche product into a mainstream proposition? Caitlin Amman explores...
Linear commerce and the rise of flywheels
We've been thinking a lot recently about linear commerce and how the line is actually more like a circle. Find out what we're going on about!
the best ads of 2020, according to (some of) the edge team
It's been a weird year, but creativity has continued to shine through. A couple of our team members share their ads of 2020. Enjoy!
How to improve social media platforms in 2021
Our Media Director Inez has put together a wish-list of all the things we’re hoping social platforms introduce in 2021 and crossed her fingers that Santa will deliver. She assures us she’s been good this year, so here’s hoping!
Search wars: apple vs google
Apple appears to be entering the Search fray. What does this mean for marketers?
Should your brand back or block black friday?
The annual consumption-fest has become part of the retail calendar – but is the revenue worth the cost?
A (VERY) SHORT HISTORY OF (NEARLY) EVERYTHING YOU NEED TO KNOW ABOUT AR
Covid-19 has accelerated investment in technologies like Augmented Reality. Get the lowdown here on where it came from – and where it's going.
the new world of virtual influencers
Think influencers are all about authenticity? Think again.
instagram, algorithms and (unhappy) influencers
Instagram went and changed its algorithms again. And influencers are NOT happy, Jan.
Short-termism, collinearity and wasting marketing dollars
A lot of marketing budget investment could be in the wrong place – and it's down to this little statistical phenomenon.
WELCOME TO THE WORLD Of IN-GAME MARKETING.
Designer avatar skins, political campaigns and virtual pride islands: we explore the gaming world, and what it offers for marketers.
The New Era of Influence
We've seen a number of shifts in the way marketers are using influencers over the past 12 months – is this a new era of influence?
What facebook's attribution window changes mean for marketers
As Facebook starts messing around with its attribution window, what do marketers need to know?
CH-CH-CH-CH-CHANGES: CHALLENGING TIMES FOR CHALLENGER BANKS
Neobanks took the world by storm a couple of years ago, but are they living up to their early promise?
effective use of marketing budgets in a new e-commerce world
As Covid-19 drives e-commerce adoption, how should marketers re-cut their budgets to ensure effectiveness?
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.
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...
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.
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.
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?
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?
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?
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?
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.
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.
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...
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.
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.
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?
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.
Is empathy a bad thing?
Richard Parker, Edge Executive Planning Director comments on Pepsi's latest push into empathetic marketing
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
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.
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?
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.
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.
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.
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.
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