Zac Martin
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Dec 4, 2025
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.
Sep 19, 2025
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.
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Mar 20, 2025
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.
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