Home
Search
thewest.com.au‌‌
BusinessChevron Right Icon

The Debrief

Creepy or Clever?

opinion
opinion
The Debrief
opinion
Creepy or clever: the fine line in targeted advertising

Have you wondered how a brand seems to know exactly what you need or, sometimes, what you did not know you wanted?

Ariana Koskela-Reyes

“Often, it’s the young and beautiful who win, but there has been pushback”

opinion
opinion
The Debrief
opinion
Same face, different brand event: The influencer industry has a casting problem

Influencer marketing presents itself as an authentic medium for advertising, but brand events – especially those in lifestyle, beauty and fashion – tend to rehash a very narrow archetype.

Indahly Gebert-Tchan

Ethics or Optics

opinion
opinion
The Debrief
opinion
Ethics or optics – The real test for advertising

Advertising no longer just sells products – it shapes values, behaviour and trust.

Melissa Isabel Martens

Purpose vs. profit

opinion
opinion
Opinion
opinion
Purpose vs. profit

Consumers don’t take brands at their word anymore – they’re looking for consistency and real action

Melissa Isabel Martens

Sex symbol or obedient wife?

opinion
opinion
Opinion
opinion
Sex symbol or obedient wife?

In the advertising space, we don’t just sell products – we’re selling the idea

Isla Tomlinson

AI-generated advertising may be undermining the very thing brands rely on most – trust

opinion
opinion
Opinion
opinion
Efficacy and trust in AI-generated advertising

Research has found AI-generated advertising may be undermining the very thing brands rely on most – trust.

Clare Perrott

Many people do not feel accurately represented in advertising

opinion
opinion
Opinion
opinion
Impacts of diversity in Australian advertising

The idea of a single mainstream Australian audience is rapidly disappearing.

Nicola Kinnane

“Diversity means strength, and every decision I make is based on this outcome,” says Angela Nutton.

opinion
opinion
Opinion
opinion
Understanding the importance of workplace inclusivity

Ms Nutton envisions a future where management reflects the gender diversity of staff to ensure equal opportunities across all levels.

Vienna Wincomb

Leading change by embedding diversity, equity and inclusion.

opinion
opinion
Opinion
opinion
Representation is essential not just in front of the camera.

Agencies like Brandable are leading change.

Caitlin Brown

Consistency is key to demonstrating a genuine commitment to diversity

opinion
opinion
Opinion
opinion
Tokenism has become a flashpoint in the industry.

Tokenism has become a flashpoint in the industry, with some companies taking a superficial approach to diversity and representation.

Ebrahim Seedat

sustainability is not about clever advertising but about making system changes - Ms Kitson

opinion
opinion
The Debrief
opinion
Sustainability messaging can be a double-edged sword

Sustainability messaging can be a double-edged sword

Iris Rusi

Leigh Wood (Nani Creative), Matt Oakley (303), Melissa Vella (Advertising Council Australia), Sarah Jones Palmer (Advertising Council Australia), Juliet de Chalain (Moonsail), Clare Reid (Freelance), Steve Roberts (Gatecrasher Advertising), Janelle Cornford (Rare), Jo Bulline (Trilogy), Melissa Liveris (Trilogy), Nicola Sonnenberg (Bonfire Digital), and Adam Copple-Smith (Rare).

opinion
opinion
The Debrief
opinion
Eco messages need to be backed by more than good intentions.

Western Australian agencies’ eco messages must be backed by more than good intentions.

Faith Cary

How AI is powering the next wave of advertising

opinion
opinion
The Debrief
opinion
AI is rapidly changing the advertising world.

With the ability to produce content upon request within seconds, artificial intelligence (AI) is rapidly changing the advertising world.

Charlotte Goodwin

Ethical challenges for AI-driven advertising

opinion
opinion
The Debrief
opinion
AI is reshaping marketing amid ethical challenges

The integration of artificial intelligence (AI) and advertising has set the marketing industry on a new trajectory despite a web of ethical and practical dilemmas.

Ariana Koskela-Reyes

GEN ECU journalism students The West Australian offices. (From left) Ariana Koskela-Reyes, Xander Vinci. and Charlotte Goodwin

opinion
opinion
The Debrief
opinion
AI has leapt into the everyday marketing toolkit

AI has leapt into the everyday marketing toolkit

Xander Vinci

ECU journalism students The West Australian offices. Ariana Koskela-Reyes, editor Sarah-Jane Tasker, Charlotte Goodwin and Xander Vinciguerra.

Career pathwayCommentsPremiumJournalism students get a leg up at The West Australian

A ground-breaking partnership will give journalism and communications students from Edith Cowan University a leg up in their careers by having their work published in The West Australian. 

Cheyanne Enciso

aige English, Head of Perth at Initiative Media.

The DebriefData has a place at the table

Beyond immediate gains: Using performance media to build lasting brand value

Advertising Council Australia. Words by Paige English, Head of Perth at Initiative Media.

Mick McKeown, Head of Sales and Marketing at Good Drinks Australia.

The DebriefHolding on to vision when west meets east

Brand purpose isn’t just words on a page. It’s a guide that helps define what is right and wrong for the brand.

Advertising Council Australia. Words by Mick McKeown, Head of Sales and Marketing at Good Drinks Australia.

The Oasis Ball.

The DebriefAdvertising has done a terrible job of branding itself

Maybe it’s time to bring in the economists, because the truth is: advertising is a soft power with hard impact.

Advertising Council Australia. Words by Hannah Muirhead, Founding Strategy Partner at Chapter Brand Leadership.

WA CMOs encountering more change than ever before.

The DebriefNew market forces

WA CMOs encountering more change than ever before

Advertising Council Australia. Words by Matt Oakley, Chief Strategy Officer at 303 MullenLowe Perth.

Liam Loan-Lack, Chief Customer Officer at Keystart.

The DebriefFinding creativity in chaos

Dealing with complexity and uncertainty in marketing

Advertising Council Australia. Words by Liam Loan-Lack, Chief Customer Officer at Keystart.

Finding truth to decode brand authenticity puzzle.

The DebriefPurpose or pretense?

Finding truth to decode brand authenticity puzzle

Advertising Council Australia. Words by Barry Walker, Managing Partner at VML Perth.

The Great Pan Exchange initiative.

The DebriefThe right time for sustainable credibility

Sustainability as a strategic advantage for marketers

Advertising Council Australia. Words by Simon Lamplough, Chief Customer Officer at Kitchen Warehouse.

“Depression starts small. Get help before it grows.” 

The DebriefSpotting the early signs of depression

Insight into a powerful new campaign

Advertising Council Australia. Words by Liz Hammond, Creative Director at Rare.