Coles CMO emphasises marketing's brave agenda

Simon McDowell also defends supermarket giant's low-price focus in the face of farmer backlash

The CMO of one of Australia's largest supermarket chains has defended the group's focus on reducing prices in the face of farmer backlash while also stressing the importance of courage in a modern brand strategy.

Speaking at the third annual Mumbrella 360 event in Sydney, Coles Group CMO Simon McDowell, acknowledged the ongoing battle between keeping prices low for customers, versus the pressure supermarkets place on suppliers including Australian farmers, but said the business genuinely believes its low-price policy is in the interests of both groups.

“We have to look after our customers; those Australian families whose cost of living is going up every year,” he said. “The reality is the average Aussie family is living on $55,000 a year and it’s not easy for them.

“It’s a key part of our brand to bring prices down, and we have invested hundreds and hundreds of millions into achieving this.

“We genuinely believe that by keeping prices low and selling more, we are also looking after the interests of both customers and partners.”

McDowell also used the Mumbrella event to detail Coles’ new campaign with the world’s hottest music group, One Direction, which will see it giving away 10,000 tickets to the band’s sold out Australian concert series, as well as to an exclusive Coles-only gig in Sydney. The campaign has been launched in partnership with Channel 9 and 9 Live and follows the retailer’s series of ‘Down down ’ advertising campaigns featuring Aussie rockers, Status Quo.

McDowell said the campaign is yet another step in the journey to be different and unique, and raised the question of whether other Australian brands are as ready to be as brave with their own strategies.

He also made a point that he wasn't concerned with what the adverising community thinks. About 90 per cent of Coles’ marketing is done in-house.

“We are trying to be engaging and fun, but don’t be fooled by all the sizzle – we take this seriously and pride ourselves on being brave and doing things in a compelling way,” McDowell told delegates. “A lot of thought and science goes on by Coles and our partners to communicate what we want to say. We take our business and our ambition of looking after customers very seriously.”

McDowell and the Coles executive team are in the midst of a five-year, $34bn business turnaround plan launched following the appointment of CEO, Ian McLeod. He said the supermarket giant aims to build the most famous brand in Australia, retail or otherwise.

“The Coles business under Ian’s leadership has been transformed, and there are more customers spending more money with us than ever before,” McDowell added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

Why it’s time to ditch the 4Ps and embrace the 4Cs of modern marketing purpose

There is a very simple and fascinating experiment you can conduct in your own organisation: Ask 10 of your colleagues to define ‘marketing’. I can guarantee 10 widely varying definitions.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Love the counter intuitive StubHub example!

Rishi Rawat

Yale University says you’re missing this marketing advantage

Read more

atch Every NFL game live streaming in HD TV go here >>>>fwcrussiatv .blogspot

Ethel Parkinson

Latest Hays jobs report show widespread gaps in marketing and digital skills

Read more

if you want to wach nfl nive steaming free go there >>>sportsliveinfo .com

Ethel Parkinson

Just over 2 weeks left to get those CMO50 submissions in!

Read more

we see that NFL has startedand it is really very enjoyable game. I have a simple andtrusted way ... here is the way..>>fwcrussiatv ...

Ethel Parkinson

Industry welcomes new integrated TV viewing database

Read more

Latest Podcast

More podcasts

Sign in