https://www.newslocker.com/en-au/profession/advertising/en-auCopyright (C) 2026 newslocker.comWed, 02 Sep 2026 06:45:00 +0200 Marketers have never had more ways to prove their content is ‘working’.
Views, impressions, clicks, likes, shares and engagement rates can all tell us whether we’ve captured attention. But there’s a more important question businesses need to ask: what happened next?
After more than two decades working across digital marketing and business growth, I’ve seen a growing disconnection between content performance and commercial performance.
A piece of]]>https://www.newslocker.com/en-au/profession/advertising/your-content-is-getting-attention-but-is-it-generating-revenue/Wed, 02 Sep 2026 06:45:00 +0200https://www.newslocker.com/en-au/profession/advertising/your-content-is-getting-attention-but-is-it-generating-revenue/ For 18 years I introduced myself as somebody from somewhere. The work was always credited and I was never sitting in a corner feeling unseen about it. Being the marketing lead at a brand people already love is a genuinely great place to stand: the brand answers the first three questions for you, and everyone in the room knows roughly what you are about before you speak. 
At Petal & Pup, I was the first full-time team member and grew the marketing team from just me to]]>https://www.newslocker.com/en-au/profession/advertising/lessons-from-a-chief-marketing-officer-turned-content-creator/Tue, 01 Sep 2026 06:34:00 +0200https://www.newslocker.com/en-au/profession/advertising/lessons-from-a-chief-marketing-officer-turned-content-creator/ I have learned over the years that your initial response can define your crisis.
Last Monday, hours after Victoria Police confirmed it was investigating an alleged sexual assault following an incident at the hotel where the Sydney Swans were staying, the club’s CEO Matthew Pavlich stood in front of reporters and said he was “shocked and disappointed” that they had “found themselves in this situation”.
By Wednesday, the story wasn’t just abou]]>https://www.newslocker.com/en-au/profession/advertising/what-the-sydney-swans-response-reveals-about-crisis-comms/Tue, 25 Aug 2026 06:14:00 +0200https://www.newslocker.com/en-au/profession/advertising/what-the-sydney-swans-response-reveals-about-crisis-comms/ Podcasting is the easiest form of content to start and the hardest one to succeed at. 
Truthfully, if you want to start a podcast, you can be recording inside a week. The gear is cheap and the barrier is low. Anyone with a phone and an idea can launch a show by Friday. What’s hard is staying good by episode 40. 
Starting a podcast has much in common with starting a second business. It needs the same intensity to get off the ground, and then it needs the same thing]]>https://www.newslocker.com/en-au/profession/advertising/podcasting-isnt-expensive-to-start-its-expensive-to-keep-going/Mon, 24 Aug 2026 06:10:00 +0200https://www.newslocker.com/en-au/profession/advertising/podcasting-isnt-expensive-to-start-its-expensive-to-keep-going/ Valenti oversees creative and marketing strategy at one of the world’s leading live entertainment companies, helping to connect brands with fans through live music experiences such as festivals and concerts.
In her role, she champions researc]]>https://www.newslocker.com/en-au/profession/advertising/episode-2-content-unpacked-with-erica-valenti/Thu, 20 Aug 2026 03:53:00 +0200https://www.newslocker.com/en-au/profession/advertising/episode-2-content-unpacked-with-erica-valenti/ The first casualty of the AI revolution is certainty, not jobs.
A year ago, if someone published a thoughtful article or a beautifully written LinkedIn post, our default assumption was that they’d probably written it themselves. Today, even genuinely original work is met with a shrug and a dismissive ‘ChatGPT probably wrote that’. I wonder how many readers have already thought that about this piece. 
This is a problem that leaders around the world are g]]>https://www.newslocker.com/en-au/profession/advertising/the-messy-middle-may-be-the-most-valuable-content-you-create/Tue, 18 Aug 2026 07:45:00 +0200https://www.newslocker.com/en-au/profession/advertising/the-messy-middle-may-be-the-most-valuable-content-you-create/https://www.newslocker.com/en-au/profession/advertising/tag-dcpr-amp-ddo-join-expanded-dentsu-partnership-for-une/Tue, 18 Aug 2026 05:27:00 +0200https://www.newslocker.com/en-au/profession/advertising/tag-dcpr-amp-ddo-join-expanded-dentsu-partnership-for-une/https://www.newslocker.com/en-au/profession/advertising/summer-treseder-moves-from-wavemaker-to-essencemediacom/Tue, 18 Aug 2026 05:26:00 +0200https://www.newslocker.com/en-au/profession/advertising/summer-treseder-moves-from-wavemaker-to-essencemediacom/https://www.newslocker.com/en-au/profession/advertising/tag-pushes-gate-into-japan-amp-apac-nigel-kenneally-to-lead-regional-operations/Tue, 18 Aug 2026 04:44:00 +0200https://www.newslocker.com/en-au/profession/advertising/tag-pushes-gate-into-japan-amp-apac-nigel-kenneally-to-lead-regional-operations/https://www.newslocker.com/en-au/profession/advertising/lsquotesting-a-new-wayrsquo-reddit-lsquoexperimentsrsquo-with-turning-posts-into-audio-amp-video/Tue, 18 Aug 2026 04:35:00 +0200https://www.newslocker.com/en-au/profession/advertising/lsquotesting-a-new-wayrsquo-reddit-lsquoexperimentsrsquo-with-turning-posts-into-audio-amp-video/https://www.newslocker.com/en-au/profession/advertising/tbwaaustralia-brings-ben-nilsen-back-from-new-york/Tue, 18 Aug 2026 04:34:00 +0200https://www.newslocker.com/en-au/profession/advertising/tbwaaustralia-brings-ben-nilsen-back-from-new-york/https://www.newslocker.com/en-au/profession/advertising/tapt-media-promotes-tim-martin-to-direct-sales-manager-as-two-ex-staff-rejoin/Tue, 18 Aug 2026 04:26:00 +0200https://www.newslocker.com/en-au/profession/advertising/tapt-media-promotes-tim-martin-to-direct-sales-manager-as-two-ex-staff-rejoin/https://www.newslocker.com/en-au/profession/advertising/tv-ratings-1782026-the-blocks-baby-bombshell-draws-a-crowd/Tue, 18 Aug 2026 04:15:00 +0200https://www.newslocker.com/en-au/profession/advertising/tv-ratings-1782026-the-blocks-baby-bombshell-draws-a-crowd/https://www.newslocker.com/en-au/profession/advertising/vaseline-gluta-hya-says-hya-to-sydneys-morning-rave-culture-via-reborn/Tue, 18 Aug 2026 04:11:00 +0200https://www.newslocker.com/en-au/profession/advertising/vaseline-gluta-hya-says-hya-to-sydneys-morning-rave-culture-via-reborn/https://www.newslocker.com/en-au/profession/advertising/hoppr-to-bring-audience-contextual-amp-behavioural-intelligence-to-fetch-tv/Tue, 18 Aug 2026 04:09:00 +0200https://www.newslocker.com/en-au/profession/advertising/hoppr-to-bring-audience-contextual-amp-behavioural-intelligence-to-fetch-tv/https://www.newslocker.com/en-au/profession/advertising/spark-foundry-takes-the-wheel-for-cancer-council-for-the-second-year-running/Tue, 18 Aug 2026 04:04:00 +0200https://www.newslocker.com/en-au/profession/advertising/spark-foundry-takes-the-wheel-for-cancer-council-for-the-second-year-running/https://www.newslocker.com/en-au/profession/advertising/what-brands-can-learn-from-community-conversation/Tue, 18 Aug 2026 03:46:00 +0200https://www.newslocker.com/en-au/profession/advertising/what-brands-can-learn-from-community-conversation/https://www.newslocker.com/en-au/profession/advertising/vagisals-cheeky-whats-in-your-vag-campaign-turns-heads/Tue, 18 Aug 2026 03:37:00 +0200https://www.newslocker.com/en-au/profession/advertising/vagisals-cheeky-whats-in-your-vag-campaign-turns-heads/https://www.newslocker.com/en-au/profession/advertising/vagisals-cheeky-whats-in-my-vag-campaign-turns-heads/Tue, 18 Aug 2026 03:37:00 +0200https://www.newslocker.com/en-au/profession/advertising/vagisals-cheeky-whats-in-my-vag-campaign-turns-heads/https://www.newslocker.com/en-au/profession/advertising/lsquomore-of-a-smoke-screen-than-a-billrsquo-labor-amp-coalition-strike-gambling-ad-deal/Tue, 18 Aug 2026 03:07:00 +0200https://www.newslocker.com/en-au/profession/advertising/lsquomore-of-a-smoke-screen-than-a-billrsquo-labor-amp-coalition-strike-gambling-ad-deal/