Stories by Brad Howarth

Leadership

CMO profile: How Compare Club is zooming into the service comparison market

For experienced digital marketer, Rich McPharlin, his decision to take on the CMO role at comparison service, Compare Club, was motivated by his positive impressions of the company’s culture and growth potential. But it was his recollection of his own experience with the business that led him to see the true opportunity it presented.

Digital Marketing

What MYOB did to address its data management problem

It seems even technology companies can run into customer management data issues. According to MYOB head of product and platform Jay Nawaz, product diversity had led to customer information residing in different places, which was causing problems for the company’s product development and marketing ambitions.

Leadership

Bringing the SPC brand back from the brink

With a history that stretches back over 100 years, SPC has been a familiar brand in Australian pantries and on supermarket shelves. But the company had languished in recent years following its acquisition by Coca Cola Amatil in 2005, recording falling sales and significant losses.

Digital Marketing

Building a seamless customer journey at Griffith Uni

​With 50,000 students studying more than 200 courses across five physical sites and one virtual campus, South East Queensland’s Griffith University is a large and complex organisation to manage.

Digital Marketing

How digital saved the radio star

It’s not often a technology which was once thought would signal the decline of an industry actually ends up revitalising it. But somewhere in the 2000s other technologies began to emerge that would start to describe a future for audio.

Digital Marketing

How amaysim worked out how to do the right thing during COVID-19

Of the many trends in marketing content that have emerged through 2020, one of the most common has been displays of empathy. But how well those messages landed probably had more to do with how people felt about the brands to begin with rather than the quality of the communications themselves.

Digital Marketing

How the crisis is reshaping the AFL's digital engagement with fans

The COVID-19 crisis had a devastating impact on numerous sporting codes in 2020, forcing cancellations and scheduling changes around the world. One of the legacies for the Australian Football League will be a greater focus on use of digital media to connect directly with fans – before, during and after the games.

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.

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: 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’.

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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Blog Posts

The ultimate battle: brand vs retailer

At the beginning every brand is pure. Every founder with a dream cherishes the brand like a newborn. But very soon that newborn goes out into the big wide world.

Simon Porter

Managing director, Havas Commerce

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

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