Retail’s New Competitive Advantage: Owning More ‘Buying’ Moments
With persistent cost-of-living pressures and a saturated market, many Australian retailers are feeling pressure to deliver immediate results. As such, they’ve stepped up their tactical campaigns, working with smaller, incremental budgets to fund a continuous stream of fast, low-production digital and social content. While this hyper-agile approach may (or may not) help retailers hit immediate […]
Owning the Gaps Between: What Auto Brands can Learn from Consumer Retail Marketing
Long purchase cycles reduce most auto marketing to a series of gentle reminders. They bob up with something mildly entertaining (or not) a few times a year. That might keep them in the picture but not necessarily relevant. Consumer retail brands with their own longer cycles have spent decades addressing this challenge in ways deeper […]
Inside the MFW Playbook: Do Advertisers Really Listen?
Our Executive Director Media and Data Ben Willee talks to Irene Hulme and Craig Bruce (two of Australia’s most experienced radio minds) about key metrics for radio trading, the Mad F’ing Witches, Kyle Sandilands, Karl Stefanovic and much more. Listen to Ben speak here: Check out the podcast here: Game Changers Radio: Inside the MFW Playbook: Do Advertisers […]
What can supermarket aisles tell us about consumer confidence?
For the clearest read on consumer sentiment right now, just walk the aisles of your local supermarket. While official figures show that consumer confidence is down 17.5 points from the 2025 average, grocery is where the country’s mood shows up in real time. It’s where sentiment stops being a number and turns into decisions playing […]
The federal governments proposed gambling advertising bill faces a senate enquiry
Ben Willee, Executive Director – Media and Data at Spinach Advertising, talks to Scott Haywood on Money News about the changes to gambling advertising the government is proposing in their bill. Listen to Ben speak here: Check out the podcast here: Money News with Scott Haywood Thursday 2nd July Or read the transcript here: Scott […]
Have you lost the battle before the click?
For a generation of retail marketers, the playbook for capturing customer intent has been written in a single language: Google SEO and SEM. If a consumer wanted to buy a new skillet or find the best cookware set for an induction cooktop, they opened a browser, typed a few keywords, and clicked a link. But […]
Ooh Media on notice as Brisbane Airport reviews advertising contract
Speaking to Mumbrella, Spinach Media executive director of media and data Ben Willee said airports remain among the most valuable environments in outdoor media. “Airports are premium inventory that, when done well, are the jewel in the crown for outdoor media companies. “You have business people when they’re in business mode, and you have a […]
Why convenience alone no longer wins customers
Consumers today expect convenience. That much is obvious. Follow the thinking of Tom Goodwin on LinkedIn, and you’ll find some sharp observations about the modern consumer and the growing importance of making things as easy as possible for customers. He’s right. Amazon, Uber Eats and Apple have set the bar high for digital services. Bricks-and […]
What Fox’s Roku takeover means for Australian advertisers
Ben Willee, executive director – media and data at Spinach Advertising, said the Australian approach wouldn’t hedge on streaming, but on Roku’s data capture. “Fox’s bet is that owning the customer relationship, audience data, and advertising platform could be worth more than owning another TV channel,” Willee told AdNews. “For Australia, the immediate impact is likely […]
Why click and collect is winning Australia’s fuel price crunch
As we move into the second quarter of 2026, the retail landscape is being reshaped by a factor once thought to be a relic of a bygone era: the geopolitical volatility of the Persian Gulf. For those of us with long enough memories, the current headlines carry a distinct sense of déjà vu. While I […]