It’s only a matter of time before the CEO asks for an AI strategy. Atomic 212° Chief Digital Officer, James Dixon, has a template for marketers, focusing on what adds value, avoiding the rabbit [...]
It's important to understand ChatGPT is a ‘regurgitator’, not general intelligence, which is likely more than five years away, writes James Dixon, Atomic 212°'s chief digital officer. Let’s be clear from the start: this opinion [...]
With a recession looming, knives will be out for marketing budgets – and CMOs often struggle to prove the return on investment of brand building over direct response and digital spend. It needs hard numbers, [...]
The election is Australia’s largest short-term marketing campaign, with more than $120m spent in six weeks to deliver national impact. The 2022 campaign suggests traditional marketing theories are stretched – but largely validated – reckons [...]
In a past life, I was an accountant, Atomic212º’s James Dixon writes. Buried in the accepted national standards for accounting, there’s a crucial sentence that profoundly changes how marketing budgets operate in businesses. In a [...]
Extensive research conducted by Byron Sharp and partners at the Ehrenberg Bass Institute finds brands that pull ad spending watch sales dramatically decay. For marketers, it offers all the proof they need to defend [...]
Atomic 212 founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying in their new book, with a focus on the importance of deploying a scientific process [...]
