Resources

Since 2 September 2025, AHPRA's cosmetic advertising rules have carried penalties up to $60,000 a breach. Here's what dental practices can no longer say in their ads, and the compliant lines that still convert.

In April, conversions dropped across WA reports without a single customer changing what they did. Issue 07 of The Bonfire Newsletter sits in that gap between what the numbers say and what's real: the GA4 change behind the drop, why the best-timed ad converts later than you think, what Tasmania taught one of us about daily metrics, and the craft of building a page around its content.

A page doesn't rank as a Word document. Michael Chen, our Technical SEO Lead, on why the real SEO work starts after the optimised copy is approved.

Platform dashboards measure what happens inside Google and Meta. The numbers that decide whether your marketing actually worked sit inside the business. Evan Dela-Grammaticas on closing the gap.

What makes people pay attention, and keep paying attention? Issue 06 of The Bonfire Newsletter looks at the culture that shapes our taste before we notice, the point of view that gives a brand its edge, the campaign people couldn't stop replying to, and the franchise built for constant discovery.

More transactions, smaller baskets, higher acquisition costs. The Australia Post eCommerce Report 2026 points to four signals every retail marketer should act on now.

I recently had the privilege of attending Google Honours in San Francisco and Mountain View as one of 24 winners from Australia and New Zealand. It was one of those rare experiences that managed to be both big-picture and highly practical. Across the week, we spent time with Google’s product, leadership and performance teams, exploring where Search, Ads, Commerce and AI are heading, and what that means for marketers right now.

Persich Personal Injury has announced the launch of its new brand campaign, “Not our first time”, highlighting the jarring contrast between a routine day and the moment an accident changes everything.

The advertising decisions that feel most reasonable are often the ones costing brands the most. We unpack Brodie's masterclass on why those instincts hold up at modest spend, break down at scale, and what better diagnosis looks like.

The Bonfire Newsletter, Issue 05 explores what makes people stick around, from engineered scarcity in music to a world where the best ads are simply the clearest answers.

What happens when uncertainty rises, AI reshapes how we work, and trust becomes harder to earn? Issue 04 explores the decisions brands and marketers make when the ground shifts beneath them.

There’s a growing gap between how people search and how we measure it. AI-generated answers are shaping decisions before users ever click through to a website. The problem is, most reporting doesn’t capture any of it. This piece unpacks where that influence is happening, why it’s being missed, and how to start measuring it properly.