Whenever I tell people I work in marketing and advertising, inevitably the question that gets asked is: “What is your favourite TV ad?”

Personally, this is a really easy one for me to answer as there was one advertisement that really made me want to get into this industry, and it still inspires me today.

Brand managers always seem to be working on defining what they want their brand to be. Unfortunately this process often misses out a critical definition: what you are not.

Before deciding to travel the world for a while, one of the last things I worked on for the Commonwealth Bank was develoing a strategic integrated online partnership with Domain.com.au in order to deliver Radar lifestyle search, a world first in property search.

iab Australia have now published this as a best practice case study, with Neilson research results showing significant uplift across all brand metrics.