When Carolyn Bendall was appointed head of marketing for ANZ Australia 18 months ago, her task was concise yet considerable: Evolve the marketing function.
“The priority coming in, and how I actually pitched for the role, was about the changing face of leading the biggest marketing function for ANZ,” she says. “It was about recognising the things that have changed and being prepared to challenge the status quo.”
Some of this related to organisational design, other aspects to the skillsets, roles and practices marketing needs to embrace to perform well in the face of digital and social upheaval, Bendall says.
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If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
It's a pretty interesting article to read. I will learn more about this company later.
If you think it can benefit both consumer and seller then it would be great
It's a good idea. Customers really should control their data. Now I understand why it's important.
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
I tried www.analisa.io to see my Instagram Insight
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
