Stories by Brad Howarth

Leadership

Demarketing: How marketers avoid becoming a sustainability problem

Amid the recent flurry of brands promoting carbon offsets, recycling programs and other sustainability initiatives, there is another, much more fundamental issue hiding in plain sight. If the purpose of marketing is to influence people to consume a product or service, then isn’t marketing itself one of the key causes of the environmental degradation so many brands are now working against?

What Quest is doing to switch its lens from B2B to B2C engagement

For almost 33 years, Quest Apartment Hotels has forged close relationships with corporate clients, with its serviced apartments becoming a default option for business travel programs. But as employers have become more responsive to the whims of their staff, they have also begun offering more choice as to where they stay.

How this Aussie tech startup is planning to build a brand

The history of Australian technology innovation is littered with great research-based tech breakthroughs that fail to grow into sustainable global businesses. For every ResMed and Cochlear there are hundreds of others that almost no one has ever heard of.

The thinking behind AAT Kings 'Wild Awaits' campaign

For more than 100 years AAT Kings has been taking people to see the best of Australia and New Zealand’s natural wilderness - at least until 2020, when the COVID-19 pandemic put the brakes on much of this iconic touring company’s activities.

Social Media

Blackmores CMO shares why she's tackling a masterbrand refresh

Joanne Smith didn’t intend to join a health-focused company during a global health crisis. But nine days after starting as chief marketing and innovation officer at Blackmores Group in early 2020, that was the scenario she found herself in.

Strategy

Havaianas puts foot forward towards sustainability

Five years ago, Havaianas Australia general manager, Tom Nolan, would have said maybe one out of 10 of the people calling into his company’s contact centre would have been asking about recycling the company’s iconic rubber footwear.

Strategy

Getting the most out of online communities

Digital technologies have delivered a host of ways for observing the behaviours of customers and listening in to their conversations. They have also introduced methods for marketers to engage with customers in their natural environment – if they dare.

Strategy

The secret sauce fuelling Barbeques Galore customer loyalty approach

Recent years have witnessed a proliferation of points-based loyalty programs and spend-and-save offers as marketers have sought to create more regular engagements with customers. But for Barbeques Galore, where the average purchase cycle for a new barbeque is seven to eight years, establishing more regular engagement with customers has been a challenging proposition.

Intrepid looks to recommit to its core values with latest brand campaign

​In addition to travel bans, the last two years have led to an awakening in people’s desire to engage with organisations that are purpose driven and deliver a net benefit to society and the planet. That’s particularly good news for Melbourne born travel company, Intrepid Travel.

Digital Marketing

Why Vistaprint has designs on small business

For custom printing company, Vistaprint, success in satisfying small business’ printing needs had overshadowed its investments in other digital design services, including its acquisition of the Australian-born freelance design marketplace, 99designs, in October 2020.

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Blog Posts

3 things marketing leaders need to do to effectively lead hybrid teams

Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.

Scott Stein

Leadership consultant

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

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