• Highlights of 2020 deliver necessity for Circular Economies

    The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

  • Determining our Humanity

    ‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

  • Circular design: A solution for a post-2020 world

    The way humans have been treating one another and the planet up until now has consequences. These consequences have clearly all waited until 2020 to show themselves and that’s what we are now experiencing all around the world.

  • How to design for a speculative future

    For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

  • The gear change required for business during COVID-19

    The current world pandemic, COVID-19, and its tragic effects has created different and challenging situations for nearly every business. Every business sector is affected differently, depending on the nature of what your place in the world, creating the most unique situation most of us have ever and will ever experience during our professional lives.

  • Channelling climate positive design

    As we enter 2020, the new decade spells infinite possibility in digital and design. Yet ironically, the biggest trend we’re facing has nothing to do to with innovative technology. It is something much more ‘down to earth’: The state of our planet. Or more specifically: Climate change.

  • AI ethics: Designing for trust

    As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

  • Why are we dubious about deep learning?

    The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

  • Using artificial intelligence to surprise your customers

    ​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

  • Is artificial intelligence riddled with bias?

    The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

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State of the CMO 2020

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Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

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Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

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CEO, FutureBrand A/NZ

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