The direct brand economy has gone mainstream, according to the IAB's latest US Brand Disruption 2020 report. And these direct-to-consumer brands are driving a tremendous transformation in the way consumer goods and services are created, marketed and sold.

​What do you do when you are faced with a traditional retailer, who has been around for 118 years, that is in decline and unable to quickly effect change? You disrupt it from the inside, said Robbie Tutt, GM of Omni Channel at Myer, who spoke at the Online Retailer conference in Sydney last week about how he has set about turning around the beleaguered retailer’s fortunes.

​In its latest shot over the bow of Australia Post’s delivery monopoly, Sendle has launched its first-ever brand campaign. The launch comes after Sendle successfully trademarked ‘Post Without The Office’ after Australia Post took them to court.

In the age of disruption, increasing numbers of marketing professionals are gaining roles at startup and industry disruptive organisations.

Storytelling is crucial in building and crafting an organisation’s customer experience and agility efforts, according to top marketers and technology leaders from AMP, OPSM, Aussie, and Vision Critical.

Breakfast forum explores the ongoing impact of digital transformation on the roles of marketing and IT (Photos by Jason Creaghan).

Innovation energy retailer, Mojo Power, announced it is launching its brand in Australia and has its eyes on disrupting the domestic market with a more customer-centric focus.

It’s pretty obvious digital disruption is happening, so what do marketing leaders need to do about it?

Industry disruption caused by an unlikely competitor and the uberisation of business have become dominant concerns of the c-suite, a global IBM report revealed.

Marketing is becoming dependent on customer evangelism and building ‘newsroom’ content strategies and campaign environments that can rapidly respond to changing consumer needs, according to Amaysim’s co-founder and one-time CMO, Christian Magel.