Stories by Nadia Cameron

Marketers must be willing to research their own product ideas, know when to call it quits on focus groups, and have the courage to stick to one creative concept and see it through.

With one of the best known travel retail brands in the country, Flight Centre Travel Group head of creative and content, Luke Wheatley, isn’t exactly worried about traditional brand building.

NAB is appointing its first chief customer experience officer, waving goodbye to its retail and wealth chief, rebranding its customer products and services division, in an executive leadership restructure it says will help put customers first.

The marketing and media industry is too heavily skewed towards data, efficiency and short terminism in this mid-digital age where consumers are confused and neither brand nor media is benefiting as a result, Zenith Media’s head of innovation, Tom Goodwin, claims.

Next-generation payment solutions provider, Zip Co, has brought on its first executive-level head of marketing to accelerate its brand efforts.

Adobe is reportedly in talks to purchase best-of-breed marketing automation vendor, Marketo.

The ACCC is calling for industry and public feedback on developing rules supporting Australia’s Consumer Data Right (CDR), a regulatory framework enabling consumers to share their personal data with trusted service providers.

The concept of category design has not only given hipages the tools to create its first mass market brand campaign, it’s also crystallising the business strategy for its next rapid phase of growth.

Australian insurance player, Youi Insurance, has promoted its group chief marketing officer and founding local chief back to the top job following the departure of its CEO last week.

Amazon’s Prime Day sales launch in Australia failed to generate the membership and visitor increase expected to the company’s local online ecommerce offering and did not sufficiently close the expectation gap with consumers.

QSR operator of The Coffee Club, Ribs & Rumps and the Nomad Coffee Group speciality wholesaler, Minor DKL, has brought on its first chief brand officer.

Aussie Home Loans is looking to bring on its first chief digital officer following the departure of GM of customer experience and technology, Richard Burns.

It’s 70 years this year since Sportsgirl opened its doors in Australia. And in all that time, its core demographic – the 16-24 year-old transitioning from girlhood to womanhood – has remained constant, national marketing manager, Kate Rees, says.

A flourishing online consumer community is not only helping the ABC improve programming and product development, it’s also delivering an ability to demonstrate impact on attitudes and behaviours towards vital issues such as waste management.

B2C marketers have skewed too far towards activation-based advertising in the face of digital and should reset the balance firmly towards brand building if they want to build growth.