Brand Strategy Desk
Covers positioning, offers and brand consistency.
Examines how Australian brands define positioning and carry it into acquisition messaging.
Performance Brand Desk
A desk for Australian marketers connecting brand positioning, creative concepts and response measurement across paid channels.
Not yet published. What we cover, and who covers it, is set out below.
What we cover
Performance Brand Desk covers how brand strategy shows up in acquisition and response creative. It examines positioning, creative concepts, testing programmes and brand safety in performance messaging.
Written for Australian brand and performance creative teams.
- 01Brand Positioning
- 02Creative Concepts
- 03Creative Testing
- 04Response Measurement
- 05Creative Briefing
- 06Brand Wear-Out
The desks
Each desk is part of the editorial team with its own beat, not an individual. The byline names the desk, and the structured data identifies it as an organisation.
Creative Measurement Desk
Covers testing, fatigue and brand safety.
Reviews how teams measure creative performance and watch for wear-out or risk.
Performance Creative Desk
Covers creative concepts, briefing and production.
Follows the development of response creative from brief to finished assets.
How we work
Written for the people who decide
Brand strategy for performance creative and response. Articles are written for people with a concrete decision in front of them, not for those trying to sell one.
Numbers name their source
Every figure says where it comes from and when it dates from. Where the industry disagrees, that is stated, rather than quietly taking a side.
Nothing tracks you here
No cookies, no analytics, no third-party scripts. If that ever changes, the privacy policy changes the same day.
Where should we start?
The order is not set yet. If there is a question you have had to answer the hard way yourself, send it to the editors. It is the most useful thing you can send a publication that has not yet begun.