Marketing leaders are an organised lot by instinct, as well as by professional necessity. But GE’s Suzana Ristevski’s ability to seek out and balance creativity with commercial, ideas with execution, and agility with insight, arguably gives her an edge.

Digital disruption has triggered a rebrand and two-year operational and technology transformation program at Australia’s local search, directories and media company, Sensis.

Two Australian marketers have devised a new methodology for positioning products and services that relies of interpersonal attraction to connect brands emotionally with consumers.

HJ Heinz, Sprint and Bausch + Lomb were the most expensive brands acquired globally last year, according to the latest Top 20 brands list from trademark database manager, Markables.

The V8 Supercars sporting event has launched a new brand identity aimed at widening the appeal of the championships as it looks to bring more brands and car manufacturers into the competition.

There are certain friends you don’t have to think about trusting, because they are simply trustworthy, Gelato Messina’s co-founder, Declan Lee, believes. And that’s exactly what the Australian cult gelato brand has set out to be: A customer’s best friend.

Noted business strategist and former global head of marketing and strategy for Lend Lease, Mark Gell, has become the first chief operations officer at Australian short-term commercial space startup, Popup Brands.

Qantas has taken the wrappers off an emotionally led brand campaign aimed at cementing its role in bringing Australians back home to their loved ones.

Microsoft will continue to sell low-end phones with the Nokia brand and has licensed the brand for these type of devices.

Marketers can and must be at the core of innovation if they hope to continue fostering growth in their organisations. The problem is, most are being too cautious about how they innovate.

Apple and Google have again topped the list of the world’s best global brands with brand values exceeding US$100 billion for the first time.

The prominence of digital agencies within the roster of major brands has increased markedly in the past decade, reflecting in part the rise of digital to become the most lucrative individual advertising category in Australia.

Insurance brand, AAMI, claims its decision to up the content marketing ante with a real-time social media approach is already driving more positive digital engagement.

Mortgage Choice is introducing new customer-oriented training and rewards programs internally as part of a brand overhaul that focuses on putting customer experiences first.

Kodak might be thriving today if the camera business had made an early purchase of Instagram, according to Evol8tion CEO, Joseph Jaffe.

Several marketing industry leaders have applauded P&G’s decision to reposition marketing leadership into centralised ‘brand’ teams, claiming the move represents a welcome shift towards marketing as the orchestrator of customer experiences. However, one respected Australian marketer has raised concerns that the decision rationalises strategy into global teams, leaves brand managers without commercial responsibility and in product silos, and could stifle local innovation.

It makes sense to embrace the same media used by the people you are trying to reach. For German carmaker Audi’s push into the Korean market, that has meant a very high investment in one of the newest marketing channels – mobile.

The Australian Human Resources Institute (AHRI) has stepped up its content marketing efforts with a new digital portal that it hopes will create stronger ties across the professional community.

With most marketing programs today, being able to position and then prove the success of our efforts is vital for not only informing other business decisions and engagement strategies but also showcasing marketing’s impact. Social media is no different: Understanding how platforms like Facebook, Twitter or Instagram are affecting what we do as brands is increasingly important as these become the communication channels of choice for consumers.

Myer has appointed a new chief of marketing and merchandise among a host of new senior executive appointments.

A new Optus report has found only 12 per cent of Australian organisations are delivering outstanding customer experiences despite the fact that 95 per cent of consumers will remain loyal to organisations that do so.