Stories by Brad Howarth

In the increasingly competitive world of higher education, marketing plays a vital role in driving recruitment of new students.

Sophie Wills knew her organisation faced a problem even before the Covid pandemic hit. As general manager of communications and marketing at the not-for-profit New Zealand Rugby League (NZRL), Wills had already noted a decline in fan loyalty as far back as 2019. For her, this problem was compounded by the difficulty she had in answering why, or in proposing ways to turn things around.

When Richard Kelsey and Geoff Huens started online beer retailer, Beer Cartel, in 2009, they had a mission to break the hold of "boring bland beers" on the Australian market.

The rapid evolution of virtual experiences has created many new ways for people to socialise when physically separated. But this emerging behaviour is creating challenges for marketers whose brands are built around a physical product not readily sharable in an online world.

When Maggie Lower took on the role of chief marketing officer at Hootsuite in mid-2021, she knew she was joining an organisation that had defined the social media management category a decade earlier.

For decades now, marketers have strived to deliver greater engagement through their online properties.

When you are the head of marketing or analytics for a company that offers marketing and analytics solutions, you need to be at the top of your game. Thankfully for Erin Hutchinson and Shirli Zelcer, they have had almost two decades to nail down their working relationship and master their domains.

When Chrystal Dias joined 128-year-old family-owned building supplies business, Bowens, as a digital marketing specialist, she joined an organisation with no ecommerce presence and a digital marketing team of just three. Two years later, Dias has risen to the role of digital marketing manager, the team numbers 13, and ecommerce now represents Bowens' single largest store.

One in six Australians have a disability. That is approximately 4.4 million people, or nearly 20 per cent of the population. By anyone's measure, that’s a massive market. It's also a potentially lucrative one, given more than half of people aged between 15 and 64 are participating in the labour force.

An initiative at Melbourne-based fintech company, Iress, to enable better communication within teams is now transforming engagement in its marketing function and delivering a better experience for customers.

For a concept no one seems confident to define, the metaverse is proving incredibly costly, with McKinsey estimating in June more than US$177 billion had been sunk into it since 2021.

When experienced marketer, Jill Kouri, signed on to become global chief marketing officer at HCLTech, she knew she was in for a challenge.

Two-and-a-half years ago, the entire live events industry, from touring concerts to major conferences, was forced into a digital transformation unlike anything experienced by any industry before.

SPC is synonymous with preserved fruit, but as the 110-year-old company strives to assert itself commercially in the wake of its 2019 sale by owners Coca-Cola Amatil to a private equity consortium, it is looking beyond its heritage to find new opportunities for growth.

A new online marketplace is reshaping how ordinary Australians think about dentistry and bringing pricing transparency to an otherwise tight-lipped market.