Gambling, broadcasting and aviation have taken top three honours in this year’s third-annual CMO50 list.
Executives running businesses today are ultimately looking for marketers to go beyond marketing. And that’s never been more apparent than in the computing sector, a brutal industry that survives on waves of annual or biannual product improvement and has seen price points decrease by more than half in a decade, Lenovo’s Nick Reynolds says.
The task set for Natalie Robinson when she became director of marketing and communication at Melbourne Polytechnic two-and-a-half years ago was immense. She inherited a brand with close to zero brand awareness, for one.
If there’s one thing modern marketers should do more of, it’s listen to customers and become customer obsessed, Hostplus’ marketing chief, Umberto Mecchi, says.
In September 2016, Aussie launched a new strategic campaign aimed at differentiating the brand in a competitive market. Leveraging existing brand equity while building more, the approach was designed to continue Aussie's mission of helping Australians save through sharing the generosity of collective wisdom and saw the ‘We’ll save you’ tagline brought back to life.
Unilever’s Paul Connell calls it his “top five” list for modern marketing. And it’s what guides him as the GM and marketing chief of homecare in A/NZ.
Auto & General marketing and digital chief, Jonathan Kerr, says his closest non-marketing colleague across the business is chief technology officer, Paul Malt.
ME’s CMO, Rebecca James, says her closest non-marketing colleague in the business is the banking group’s CEO.
Data-driven insight can open up customer engagement in the most interesting ways. Just ask Treasury Wine Estates global CMO, Simon Marton, who recently took a data-driven approach to vintage red wine assessments.
In addition to her day-to-day marketing duties, Carnival Cruise Line Australia’s Jayne Andrews has been leading several recent business change initiatives in digital.
Digital disruption first got Cambell Holt not long into his budding career as a commercial photographer.
If there’s one thing Tourism Australia’s Lisa Ronson sure of, it’s that an engaged workforce is a high-performing one. And that generates tangible business outcomes.
Over the past year, ANZ’s marketing team has rapidly transformed its use of data to power and deliver digital and one-to-one personal interactions, its head of marketing for A/NZ, Carolyn Bendall, says. The improvements come off the back of establishing a performance marketing focused digital approach.
One thing modern marketers should do more of is connect their digital strategy to analogue touchpoints, Chobani GM of marketing, Damian Young, says.
With all the recent controversy around Meat and Livestock Australia’s (MLA) ‘you never lamb alone’ campaign, it’s not surprising to hear its marketing director sees the group’s legal counsel as his greatest cross-functional ally.
