Zac Martin

The problem with ROI

The problem with ROI

ROI looks impressive on a slide, but it’s a measure of efficiency, not effectiveness. As Zac Martin argues, it rewards cuts over growth and short-term wins over long-term brand value.

The job of advertising is not to sell

The job of advertising is not to sell

"Be more entertaining. Be more interesting. Be more attention-grabbing. Hit people in the feels,” urges Zac Martin, who challenges advertising’s fixation on persuasion.

In marketing, it is better to be interesting than right

In marketing, it is better to be interesting than right

Marketers should prioritise grabbing attention over being correct when making ads, even if it feels random or weird, says TBWA Melbourne's Zac Martin.