Stories by Brad Howarth

CMO50 2020 #26-50: Emily Dowling

Marketers often talk about building a deep connection with their customers. But for marketers in the pet care sector, they also need to take into account the deep connections that already exist between owners and their pets. At Mars, this relationship resides at the core of all decisions made by marketing director Emma Dowling and her team, and is reflected in the way her customers are referred to as ‘pet parents’.

CMO50 2020 #26-50: Pip Arthur

While the software industry’s products may be virtual, physical activities still play an important role in forging connections with customers. So when the COVID-19 crisis hit Australia, Microsoft Australia’s CMO and communications director Pip Arthur and her team found themselves quickly readjusting to the new reality.

CMO50 2020 #26-50: Kellie Cordner

Examination of the composition of many marketing teams will often show a skew towards a younger working population. It’s not until you get into the senior roles you start seeing people in the 40s and 50s, and those roles by design are somewhat scare. This can of course cause problems when your target audience resides in a demographic more akin to the parents of your team members.

CMO50 2020 #26-50: Anthony Lieu

The legal sector is not commonly renowned for being a hotbed of innovation, let alone for progressive marketing thinking. But when LegalVision was founded in 2012 it was done so with the objective of turning that perception on its head and disrupting an otherwise staid industry.

CMO50 2020 #26-50: Daniel McDermott

Sometimes doing the right thing for your customers means stepping outside of the conventional practices of the organisation you represent. Daniel McDermott is one marketer who has taken on this challenge in the past year. As the marketing director for A/NZ at IT security company, Mimecast, he leads a team of 15 dedicated to building the Mimecast brand and driving sales opportunities.

Giving the New Zealand Natural brand a new lease on life

For the past few years, Scott Koetsier and the sales and marketing team at Emerald Foods have been pondering exactly where the boundaries lie for one of his company’s most prized ice cream brands, New Zealand Natural, and asking how they can be expanded.

Leadership

​ 4 ways for CMOs to face-off the post-COVID recession

With Australia entering the uncharted waters of a pandemic-driven recession, it is becoming harder and harder make predictions about future customer sentiment and behaviour. There are signals and trends, however, that are evident today which begin to describe likely scenarios and outcomes. So here are four factors marketers need to prepare for in the post-COVID recession.

Leadership

What it takes for CMOs to prepare for an uncertain future

The words ‘new normal’ have quickly emerged as the go-to phrase for describing the world created by the COVID-19 crisis and its impact on the economy and national psyche. But have we even reached the ‘new normal’ yet?

Digital Marketing

The journey to bring personalisation to TelstraSuper members

It has been 15 years since Australian workers were given the ability to choose which superannuation fund would manage their retirement nest egg. While many funds have used that time to create sophisticated marketing functions to attract and retain members, the ability for them to differentiate in the eyes of customers has at times proved challenging.

Digital Marketing

How Spacenow increased reach by 600 per cent during the pandemic

Some businesses owe their rapid growth to being in the right place at the right time. But such a feat should almost be expected of Sydney-based startup, Spacenow, whose entire business model is based on putting clients into the right space at the right time.

How Boost Mobile has kept its brand identity

Telecommunications can be a brutal game, with brands coming and going faster than Australian prime ministers. So for Australian-born Boost Mobile to have survived for 20 years is a noteworthy feat, especially given that many of its much larger US carrier partners, including Nextel and Sprint, have come and gone in that time.

What Hyundai Forklifts is doing to a lift its brand image

It’s been 35 years since Australian motorists first started saying ‘hi to Hyundai’. But while the massive Korean manufacturing conglomerate has done an amazing job of building recognition as an automotive brand, some of its other its other products are not so well recognised.

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

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That’s great! While 95% of customer value high-quality support over speed, delivering both is vital in this competitive age. Integrating ...

Akansh M

Foxtel debuts in-app messaging chat to improve customer service

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Thanks for the post

Ashirwad Towers

How a brand facelift and content strategy turned real estate software, Rockend, around

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Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...

Bhooshan Shetty

Predicting the Future: Marketing science or marketing myth?

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Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

Gartner survey: CMO spending hit by COVID-19

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Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...

Bhooshan Shetty

Marketing 2030 and the rise of the machines

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Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

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