Stories by Vanessa Mitchell

Leadership

Asus appoints head of marketing

​Asus has appointed a new head of marketing. Former head of marketing at Hills, Farzeen Quadir-Hegde, has taken on the role for the systems business group.

CMO50 2019 Ones to watch: Malini Sietaram

To a lot of Finder’s potential customers, Finder was a nice little soundbite, and nothing more. Its challenge was to turn awareness into usage. To tackle this head on, marketing came up with the campaign “Be a Finder”.

CMO50 2019 #17: Tamara Howe

Kellogg’s Corn Flakes, Rice Bubbles and Just Right have been family favourites for decades, yet their relevance was waning. Added to that, their smaller market shares made it difficult to support these brands with dedicated brand building, due to lack of scale.

CMO50 2019 #22: Ryan Gracie

​If marketers want to get their CEOs on side, then don’t preach soft metrics, instead present hard data, says CMO of Catch Group, Ryan Gracie.

CMO50 2019 #14: Allan Collins

Ensuring every team member within the marketing department has everything they need to be doing their best, most powerful work is critical, A/NZ CMO of Domino’s Pizza, says.

​CMO50 2019 #12: Fiona Docherty

Converting interest into record student numbers is making a demonstrable impact on UNSW’s bottom line, vice president of external relations, Fiona Docherty, says.

CMO50 2019 #16: Natalie Sarich-Dayton

Natalie Sarich-Dayton, CMO of Brownes Dairy, says sometimes you have to lead from the front, which she certainly achieved when she drove a 4T refrigerated truck around the city to sample products outside train and bus stations. And this is not the only tip she has!

CMO50 2019 #21: Suzanne Morrison

Fundamentally, a marketer must understand the consumer, the marketing director of Mars Wrigley Australia, Suzanne Morrison, says. It sounds simple, yet many companies don’t do it well.

CMO50 2019 #13: Pip Arthur

​The most creative marketing typically starts with a deep appreciation of the audience you serve, says CMO and head of communications at Microsoft Australia, Pip Arthur.

CMO50 2019 #2: Leisa Bacon

For ABC director of Audience and one of the few marketers with more than four years in the one organisation, the drive to being more data-led is right in her wheelhouse.

CMO50 2019 #15: Jayne Andrews

​Jayne Andrews, director of marketing at Carnival Cruise Line Australia, often describes her role as being like a conductor of an orchestra.

CMO50 2019 #19: Paul Stern

​With a $25,000 spend, one of the most effective, disruptive and innovative marketing initiatives Kathmandu launched this past year was the world’s first, all-weather wedding dress stunt for April Fool’s day, general manager marketing and online at Kathmandu, Paul Stern, tells CMO.

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Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

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