Marketing mix modelling (MMM) has not only seen McDonald’s investing more into media in Australia, it’s been the foundation for demonstrating creative’s impact, its head of global media accountability and ROI claims.
Foxtel has debuted a new tenure-based customer loyalty program aimed at better rewarding customers for staying longer with the TV streaming provider.
Just months after hinting at further action in its Digital Platforms Inquiry report, the Australian Competition and Consumer Commission (ACCC) has instituted proceedings against Google, alleging misleading conduct around consumer data usage.
The transformation of Australia’s out-of-home (OOH) market continues, with the sale of QMS Media to a private equity firm in a deal that pegs the company’s value at $571.6 million.
Technology is an enabler but it’s ultimately humans who dream and make the decisions that create positive – or negative – tech-fuelled innovation.
Fast food providers, KFC and Hungry Jacks, dominated the brand work winning awards at ADMA’s first combined AC&E and AMY Awards night in Sydney last night.
As Aussies gain access to alternative payment services such as Afterpay, as well as strive to better manage debt, credit card applications have been declining. Put this together with the emergence of new digital-first banks locally, a Royal Commission, and an Open Banking regime allowing consumers to more easily share personal data with another financial services provider, and you’re looking at a perfect storm of disruption for established players such as Citi.
It’s been five years since CMO took the wrappers off our inaugural CMO50 of Australia’s most innovative and effective marketing leaders. And during that time we’ve seen a transformation of the modern marketing function and leadership remit.
Is it my job, or isn’t it? I suspect this is a question every chief marketing officer asks on a daily basis. And in reading this year’s CMO50 profiles, you’d be forgiven for thinking it’s a question lacking a straight answer.
Marketing chiefs from digital-first companies, FMCG, media, retail and ecommerce have dominated the fifth annual CMO50 list for 2019.
Vanessa Lyons is the first to agree any marketing looking to orchestrate significant change in an organisation may find the business moving slower than they want it to. But it’s vital to suit the pace of such change to the speed your business can handle.
Over the past 12 months, Freedom Foods’ prime focus has been shifting from niche FMCG player into more scalable territories. Spearheading this charge is chief commercial officer, Matt Vince, who has strived to combine brand building ambitions with solid return on investment.
It was when Catherine Anderson was promoted from CMO to Powershop’s chief customer officer in mid-2018 she felt her mindset shift from marketing to all-of-business.
SATC’s Brent Hill is a firm believer taking risk creates creativity. “If you’re prepared to take a risk and do something a bit different, you’ll be creative but you’ll also get results,” the CMO says. “So find good people willing to take calculated risks.”
ME Bank’s chief experience officer, Ingrid Purcell, describes the big shift in marketing as one where brands have become “glass boxes”.
