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unicorn frappuccino marketing

From commodity to experience: The tale of the elusive Unicorn Frappuccino

by Candice Witton | 25 May 2017 | in Stories

If a tree falls in the woods, does it make a sound? And more to the point; If I buy a limited-edition Frappuccino and don’t post a photo on Instagram, did it even happen? In More >

bingeworthy content

You are what you binge: The evolution of bingeworthy content

by Megan Wright | 23 Mar 2017 | in Stories

“You are what you eat.” But does the same adage apply to content? Filtered Media’s content manager and avid Netflix enthusiast, Megan Wright investigates… It is a truth universally acknowledged that, regardless of how busy More >

marketing Japan

Campaign watch: The unlikely heroes marketing Japan’s small towns

by Ewan Miller | 22 Mar 2017 | in Stories

In the struggle against rural depopulation marketers of Japan’s small towns have found some unlikely heroes… Small towns across the developed world are facing demographic depopulation but nowhere is the problem quite as pronounced as More >

marriage equality marketing campaigns

Campaign watch: When it comes to marketing equality, love is all you need

by Megan Wright | 03 Mar 2017 | in Stories

In the lead up to this year’s Sydney Gay and Lesbian Mardi Gras Festival, marketers proved that the race to grab attention is not about share of mind – or even share of wallet. It’s about share More >

online personality

Taking your online personality from “on-bland” to “on-brand”

by Rian Newman | 24 Feb 2017 | in Stories

A little while back this sponsored post from National Australia Bank (NAB) appeared in my Twitter feed… Amirite? pic.twitter.com/c9dF4qUviP — NAB (@NAB) January 17, 2016 While the bank probably thought its topical trifecta of emojis, More >

ghostwriting

What’s in a byline? The case for ghostwriting

by Samantha Waterworth | 21 Feb 2017 | in Stories

The rise of content marketing has brought with it a demand for ghostwriting like never before. But shouldn’t content be written by the person who gets the byline? Samantha Waterworth explores… Ghostwriting: The endeavour a More >

storytelling series

Campaign watch: Square finds success with storytelling series

by Samantha Waterworth | 07 Feb 2017 | in Stories

How do you market your brand without so much as uttering its name? With a good story, of course. Square, a mobile payments company led by Twitter CEO Jack Dorsey, has unveiled the first instalment More >

fake news

Fake it ‘til you make it: The unfortunate truth behind fake news

by Ewan Miller | 03 Feb 2017 | in Stories

Ethically dubious motives aside, fake news and content marketing face many of the same challenges. Ewan Miller unpacks the digital marketing techniques that fake news gets so right – no matter how wrong. Over the More >