Stories by Vanessa Mitchell

Digital Marketing

Why marketers need to think outside the data box

We all hear it all the time: Data is the be all and end all of marketing. What does the data say? Does the data support decision making? Have we checked data for customer insight?

Digital Marketing

Report: Digital trust has a long way to go

In the wake of increased digital marketing following mandatory isolation, new research shows six in 10 consumers are less inclined to use a product if their data is used for any purpose.

Leadership

More media companies withdraw earnings guidance

Media companies are continuing to withdraw their earning guidance as COVID-19 continues to spread and affect business operations globally, while others suspend trade altogether.

Leadership

Leadership tips for helping women CMOs getting ahead

In the wake of International Women’s Day, there was a lot of talk about how women need to forge ahead in their careers. CMO had the opportunity to talk to a number of marketers about how they got ahead in their careers and the top lessons they learnt along the way - lessons to benefit all those looking to make their careers in marketing.

Leadership

Uber’s biggest data challenge

​Some may be surprised Uber has any challenges, given its explosion around the world, but the rideshare company took to the virtual stage at Domopalooza to discuss its data challenges and how it set about solving them.

Leadership

Report: Forrester names employee experience leaders

Forrester has released The Forrester New Wave: EX Management Platforms for Large Enterprises, Q1 2020, naming Qualtrics, Confirmit, Medallia, and MaritzCX as leaders in employee experience management (EX) platforms.

Digital Marketing

Why data experience is the new customer experience

La-Z-Boy has been around for nearly 100 years. However, in the 1990s, the recession and various competitors manufacturing overseas hit the company hard and it decided to switch up its marketing to attract more affluent and younger buyers, as well as women.

Digital Marketing

Why content marketing can make the difference amid the COVID-19 closures

With events and roundtables being cancelled in all industries across the globe in the wake of COVID-19, and no indication when they may be able to start up again, content marketing is going to be vital for lead generation. However, according to a new report, only 12 per cent of marketers believe their content marketing programs target the right audiences with relevant and persuasive content.

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

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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