30 Sep 2016
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The Australian government’s often dysfunctional relationship with IBM just got a little worse. They’re like one of those couples who constantly fight in public, but never break up. In its senate inquiry submission over #CensusFail, the Australian Bureau of Statistics performed its best rendition of Shaggy’s reggae-rap classic, It Wasn’t Me. The ABS had extensively

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29 Sep 2016
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I’ve spent countless hours preparing messaging documents for clients. Often this involved breaking complex propositions down into words and numbers before fitting them into a triangle and three columns to a create a message house. I’ve sold many of these in the past, championing their single, simple messages as a way to speak and be understood. I was wrong. Here’s why:

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27 Sep 2016
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When planning the next big product launch there’s a natural tendency to focus on delivering the perfect result, with little thought of what to do if things go awry.

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23 Sep 2016
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The federal government was applauded this week after announcing a $23 million support program for Australian start-up incubators. We’ve been subjected to endless rhetoric about innovation and the digital economy for a couple of years now, so it’s good to see the Turnbull government putting some cash behind an initiative like this. Having said that,

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21 Sep 2016
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My son recently graduated from watching animated features to Star Wars. As one of the world’s great examples of archetype-based storytelling, there are many lessons a brand can take from the movie series. But I’ve been thinking a lot lately about the role of a hero and how you bring people into the story.

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14 Sep 2016
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In today’s world of rapidly evolving technology, where everyone’s striving to be the next ‘disruptor’, creativity and innovation are held up as the hallmarks of success. Creative ideas help businesses to stay ahead of the curve, develop more dynamic cultures and propel strategic thinking. Yet there’s a widely held misconception that unless you’re an entrepreneur

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07 Sep 2016
Startup Stock Photo

Is your channel marketing content still focused on promoting the features of your latest products and services? That’s been the focus of market development funds (MDF) since they were introduced three decades ago but this outdated approach is no longer having the desired impact. That’s because buyers have so many other sources of information before

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01 Sep 2016
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Few of us can forget the great ‘What colour is this dress debate” that went viral on social media in the early days of 2015.

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25 Aug 2016
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Today Spectrum Group marks its 20th birthday. And while we pause to fondly recall that in 1996 we were all surfing the net on the information superhighway and doing the Macarena with our Palm Pilots held proudly aloft, we also have an eye on the future.

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17 Aug 2016
Rach

Get to know our General Manager, Rachel York.

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12 Aug 2016
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Too soon? We know Census 2016 is still a disaster in progress, but we wouldn’t be comms people worth a darn if we didn’t take the role of armchair critics when the Federal Government stuffs up epically.

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10 Aug 2016
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I have on more than one occasion been heartily guffawing at a delightful satire of clickbait headlines in my Facebook feed only to realise that the post isn’t from The Reductress (The Onion of women’s magazines), but an actual article from XOJane.

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03 Aug 2016
pikawhat?

Almost every writer has jumped on the Pokemon Go bandwagon, but few have moved beyond level one (hype) of the world’s fastest growing idea ever. With that in mind, here as some takeouts you probably aren’t sick of hearing about the craze.

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28 Jul 2016
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If you’ve been following my Twitter activity (@maddisonbw for the uninitiated) of late, you’ll know that I’ve been enjoying (read: winning) a harmless, yet totally serious prank war with a colleague.

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26 Jul 2016
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It’s not news that your brand needs to be on social media. Your customers are spending more time than ever on their social channels – they’re scrolling through Instagram when they wake up, checking Facebook while they’re in line for a coffee and getting lost in their Twitter feed on the train. And that’s just

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