Australian advertisers deconstruct marketing

The Australian Association of National Advertisers (AANA) launched a provocative series of marketing lectures called Marketing Deconstructed featuring Mark Ritson, professor and renowned expert on marketing and branding.

Marketing Deconstructed kicked off on 26 May in Melbourne and Sydney, in partnership with Australian media network MCN, with a first session entitled "Communications - The Death of the Traditional/ Digital Divide". More than 400 marketers and agency executives attended the two lectures.

In his presentation, Mark Ritson challenged the marketers' obsession with digital and reinventing marketing, the "dodgy" metrics that aim to compare a digital view with a TV viewer, and trending marketing topics such as digital video, three-second video views and CPMs, zero-based marketing budgets, and millennials. This was followed by a panel debate with marketers from Telstra, MCN, ANZ, Unilever and Mondelez.

The next lectures will be on 21 July and 11 October in Melbourne and Sydney. The lectures are free for AANA members.

You can watch Mark Ritson's presentation here.

For more information on Marketing Deconstructed, visit the event page or contact AANA.