Adam Sugihto

[Video] Bitcoin, Blockchain and disrupting Digital Advertising: Part 1

Three months ago I gave an industry talk at the Melbourne chapter of Web Analytics Wednesday titled: “Bitcoin, Blockchain…

Pricing: Our “No Hidden Fees” Promise

It may take you by surprise to hear we have a “No Hidden Surprises” fee policy. You may…

The impact of Bitcoin & Blockchain technology on Digital Advertising

Noticed the price of Bitcoin making headlines quite consistently in recent months?

Noticed the word (or the threat of) Blockchain being used cross industry?

Wondering what all the fuss is about – and if this will have anything to do with your Online Marketing and/or Analytics efforts?

Your first 3 months in Programmatic: Part 2

Last month we started exploring the good news that Programmatic delivers us marketers.

This month in Part 2 if our mini-series, let’s kick off with the not-so-good news …

Your first months in Programmatic: Part 1

The promise of Programmatic is that we as marketers, can simply upload our campaigns, then ‘set and forget’ the algorithm to go get us better results.

No more worrying about bids, budgets, conversion rates and CPAs.

Is the Programmatic dream really here?

Throughout this year, we’ve been trialling different Programmatic solutions for both Adwords and Facebook advertising and here’s some of our findings that will prepare you for your first three months of Programmatic…

In the first part of this article, we’ll start off with the good news …

The one bit of Ad Tech you’re probably out of date with

If you’re doing well enough to keep up with the advances in ad tech, there’s likely one area that you’ve overlooked …

The YouTube Scandal: What Brands Should Do

So you’re caught between a rock and a hard place.

You’ve seen all the Adpocalypse stories and are concerned that your programmatic ads are costing you millions in fraudulent clicks at best or associating your brand with hate-filled, bigoted corners of the web at worst.

Yet at the same time, you still have to build your brand online and unlike P&G, you can’t simply pull your digital ad spend.

Here are some things you (or your agency) can do to buy yourself or your stakeholders some peace of mind:

Single Source of Truth: Keeping the ad platforms honest

Would you set a fox to guard the henhouse? If you’ve been using Facebook and solely relying on…

Adwords update: SEO loses, Google wins

The biggest news hitting online advertising circles in the last few days (though notably absent from the Adwords blog itself) is that Google is removing something that has been present in Adwords since day 1 – right hand side ads.

Right hand side ads (traditionally ad positions 4 through to 8 on the Search Results page) were traditionally the bastion of advertisers who had tight Cost per Conversion/Acquisition limits – here on the right hand side, advertisers could bid low and know that even though they may not get click volume, they could get profit from these cheaper clicks.

Why would Google remove the ability for advertisers to execute this perfectly valid strategy?

Year in Review: Top Connection Economy Posts

We wrap up our Year in Review mini-series today by looking at our most popular Connection Economy posts for 2015 …

Year in Review: Top Branding & Identity Posts

Today, we continue our Year in Review mini-series by looking at our most popular Branding & Identity posts for 2015 …

Year in Review: Top Facebook Posts

We started off our Year in Review yesterday, by looking at our most viewed and shared Adwords posts for 2015.

Today, continue our Year in Review by looking at our most popular Facebook posts for 2015 …

Year in Review: Top Adwords Posts

As part of our Countdown to 2016, we’re assembling our best posts for 2015.

Today we kick off our Year in Review with the most popular posts about Adwords for 2015 – as voted by you (ok, Google Analytics 😉

Tis the season for giving

The opportunity and challenge for marketers today is that marketing is now relational.

Not only do we need to do our jobs as marketers, but we also have to have both emotional intelligence and capacity in order to stay in relationship with followers and lead them on a journey of becoming.

That’s a tall order and something marketers who came before us never had to do.

Yet the principles that govern all relationships still apply …

This is the droid we were looking for

Well before the new Star Wars release, one character stole the show and our hearts – and it wasn’t a Skywalker, but a rolling droid.

When this droid rolled on stage back in July, the world’s collective jaw dropped to realise, this wasn’t a special effect, this is real.

Its almost nonsensical that a metal ball can be so expressive, so human.

Even more fascinating is the story behind BB8…

Thought Leadership

If you’re reading this, chances are you’re a knowledge worker.

As knowledge workers, the value we bring to our world is no longer in our physical labour.

Our currency is in ideas.

And rare, desirable currency is in the form of valuable ideas.

The Gestalt Effect

Last week, designer Yana Makarevich, caused a stir by with her remarkable take on the World Wildlife Fund logo – transforming the familiar Panda into three other endagered species, using the exact same shapes.

The WWF logo (including Yana’s new interpretations) are an example of The Gestalt Effect – the ability for our brains to …

Should we outsource content creation?

In this age of Content Marketing, we’re often asked by clients: “Should we outsource content creation?”

More often than not, the reason this question comes up is because a Search Engine Optimiser has put the fear of God into our client who is now scrambling to ‘catch up’ with competitors who have all been using content for SEO purposes.

Firstly, creating content for the sole purpose of SEO on the surface appears right, but is in reality …

Shakespeare on identity

This above all: To thine own self be true – Hamlet, Act 1, Scene 3  

A long time ago, in a galaxy far, far away

Such is the power of the Force that any Star Wars fan who weren’t at last night’s launch, will have to abandon social media today (or at the least, tread carefully) to not have spoilers revealed.

How did Star Wars get to a stage where earned media is so strong, that consumers can’t even avoid impressions even if they tried?

What can Brands learn from George Lucas and the most profitable franchise in history? …

Quality vs Quantity

When it comes to Content Marketing, the prevailing options facing marketers today appears to be: Quality or Quantity?

“Should we post fewer, more personalised, higher quality pieces or flood the market (even outsource) with a constant stream of lower quality, generic-but-fresh content?”

The problem with this question is that it assumes …


Last week, the UK’s largest tabloid newspaper, The Sun, removed it’s website Paywall and once again allowed its content to be viewed free (but ad supported again) online.

The reason for the change of heart was because The Sun was earning less from subscribers behind a Paywall than they were from ad supported free content.

The conclusion isn’t that Paywalls don’t work for …

The Sharing Economy

A phrase commonly used to describe the global, connected environment we live in, is the Sharing Economy.

Tech startups like AirBnB, Parkhound, AirTasker and countless others, are adding incredible value by facilitating more efficient ways for us to share the resources we already have – whether they be spare rooms, spare car spaces or even our spare time.

Consider that the world is now at the beginning stages of …

Einstein quote on Creativity

“Creativity is intelligence having fun” – Albert Einstein


If 2014 was the year of ‘Content Marketing’, then 2015 would be ‘Storytelling’.

As marketers, the reason to be storytelling isn’t that’s what we’re told to do nor because that’s what everyone else is doing and definitely not because its the latest fad to be replaced with another.

The reason we’re storytelling is that the …

The Ideas Boom

This week, Malcolm Turnbull made an announcement startling in its breadth and vision – in the form of our new National Innovation and Science Agenda.

The government has made sweeping changes across industry, taxation, education, even Visa & immigration sectors in order to …


In an incredible open letter to his newborn baby, Mark Zuckerberg last week publicly pledged to give away 99% of his Facebook shares (worth USD $45 billion) to solving the world’s biggest problems.

How could we create so much value for the world that we could live on just 1% of our income?

‘Tis the season for giving.

Recommended for you

The Facebook Newsfeed is perhaps the algorithm most of us are familiar with. Nobody sees every post from all 1200 of their Facebook friends – the algorithm does a remarkably good job at curating what we see to updates from people we are likely to care about.

The ‘Explore Posts’ and ‘Discover People’ suggestions on Instagram likewise curate what gets recommended based on your social graph and past post engagement.

Since 2009, even Google’s search results have been personalised to you based on your …

Richard Branson quote on business

“A business is simply an idea to make other people’s lives better” – Richard Branson

Questions to ask your agency

Last week, the Media Federation of Australia released a Transparency Framework presumably as a response to the alarming cases of misreporting &…

Hunter Gatherer

In the Industrial Economy, we only needed to be hunters.

Target the right prospects for our product/service and capture them with attractive bait.

This was in a time when attention was concentrated …

Dunbar’s Number: The Rule of 150

At what point does an idea go viral?

At what point does a contagion become an epidemic?

Malcolm Gladwell posed this fascinating question in one of the breakthrough marketing books of our time, The Tipping Point.

Of the many findings that would be of interest to all marketers, the one that fascinated me is Dunbar’s Number …


Not sure if you should post that update on Facebook, Twitter, Instagram, Snapchat, etc?

If you’re Hungry, Angry, Lonely or …

Joe Kraus quote on business in the 21st Century

“The 20th Century was about dozens of markets of millions of consumers. The 21st Century is about millions…


“We have two ears and one mouth so that we can listen twice as much as we speak” – Epictetus

Selling is telling. Marketing is listening.


For decades, the way to get software made was via top-down, sequential, ‘Waterfall’ project management methods.

Such models, though logical, were based on the assumption that we knew exactly what the customer wanted, there was ‘one best way’, that we knew …

Leading with a mission

Just over a month ago, Mark Zuckerberg made headlines for delivering a 20 minute speech at Tsinghua University, Beijing… entirely in Mandarin.

If we can look past his accent and political motivations for making such a speech, Mark revealed what he believed was the foundation of Facebook’s success …


Checklists are a great way for us to sort order from chaos and to give us a sense of satisfaction and progress when marking items as complete.

The more sinister, subtle and often subconscious use of checklists is when we use them to …

David Droga quote on storytelling

“The ad industry’s traditional approach to a story arc — beginning, middle and end in a 30-second spot…

Cow Paths

The classic CBD grid sure makes getting around the city easy.

The compass-aligned grid makes it simple to give and receive directions – turn left here, turn right there, head north etc.

The problem is …


Should one have been purveying their Facebook feed, one may have witnessed a series of launch campaign bites for new Lindeman’s wine brand, the Gentleman’s Collection.

With the Gentleman’s Collection marketing, Lindeman’s have identified a problem with their target market – confusion over what it means to be a …

Display x Connection

Recently, Google very quietly introduced an experiment to disrupt themselves – no less their single biggest cashcow, Adwords.

Google Contributor gives consumers the choice to pay a monthly fee to have ads removed from sites they visit. Subtly different to Ad Blocking, Contributor will allow users to replace ads with content of their own choice – eg. RSS feeds, images, to-do lists – effectively transforming advertising space into real estate for personal productivity.

In such a context, the only way for ads to remain to be seen is …

Automatic. Systematic. Hydromatic

How much of your job depends on following a system – established rules & processes?

Success in the Industrial Economy relied on this – we needed precise rules and processes to remove human variation so that we could consistently make widgets at scale.

But what happens when we are no longer widget workers but knowledge workers?

What happens when our medium goes from the physical to the intangible (digital) …

David Droga quote on digital vs TV

“TV is like a formula one track – its predetermined. You can still put a piece of shit…


Last month, business strategist and ex-Yahoo board member, Michael Wolf released an epic 136 page slide deck on the future of tech and media – well worth a read for any online marketer.

Inside this deck were many surprising findings – including that …

The journey is the destination

Marketing used to be about the destination.

We have ‘x’ weeks to interrupt as many unsuspecting strangers who fall into our demographic as possible with ‘y’ message.

This kind of Industrial marketing starts from …

Dark Social

Q: When is Direct traffic not Direct? A: When its actually Social One of the lesser known places…

When Transaction meets Connection

Late last month, Facebook made a relatively quiet announcement – the introduction of Search FYI.

Facebook has always had fairly limited search capability – the ability to find people to add as friends, groups to join and trending topics etc.

What makes the Search FYI update intriguing is that Facebook is now …

Herman Miller quote on business value

“Over time businesses will rightly be judged not by their products or profits, but on their impact on…

[Long Read] How to design a business from scratch today

Long time blog readers will recognise that where the online space is concerned, we advocate delivering the Best for the Least for the Most.

Why hold so fast to such a seemingly narrow minded philosophy?

Perhaps this question is best answered by exploring the alternatives. Here are the consequences we see when brands deviate and instead deliver …