In our curious and relentless pursuit of the 'next big thing', are we unintentionally sacrificing the timeless pillars of quality and experience? At the heart of this question lies the concept of 'dematurity', a term encapsulating the endeavours of businesses seeking to breathe new life...

    The world of streaming can be a confusing place. With so many options at our fingertips trying to keep updated with the latest and greatest is difficult. However, Fetch TV, with the help of Today The Brave, P2 and Collider have been able to showcase...

    I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in consumer behaviour, brands’ marketing strategies will be evolving to accommodate these changes, in tandem with reviews of...

    As 2023 hurtles towards the end, it naturally calls for some reflection as to what trends and innovations have shaped our industry. 2023 was heavily focused on helping clients navigate the fragmented nature of our media environment, ensuring all content produced is suited to the...

    In the fast-paced world of marketing, a crucial decision often confronts the discerning marketer: should she prioritise producing a high volume of advertising materials or focus on creating bespoke, high-quality content? Traditionally, these goals have been seen as mutually exclusive, leading many to believe that...

    Audience fragmentation makes it increasingly difficult for brands to reach their audience. Ambitious brands use video as their hard working solution to hit their audience bullseye. At P2, we understand the challenges brands face in today's marketing landscape with fragmented audiences participating across fragmented media. It...

    There are videos everywhere you look now. So many brands use videos for marketing – and this comes as no surprise. Videos are a powerful way to get seen, heard and understood within seconds. Using a creative combination of appealing visuals, enticing audio and impactful text, videos...

    Audience fragmentation makes it frustratingly difficult to catch customers' attention. ABC’s insights manager, Emma Turner reports “Audience Fragmentation is not slowing down.” According to ABC’s internal insights, Australians have an average of 21 devices per household, with the home an essential media hub. Access to content...

    Ambitious brands know exactly what motivates their customers and use video as a means of reaching them across every media platform. There is a method to their madness and a strategy to their swagger. Ambition not only favours the brave, ambition rewards those who are relentless...