Stories by Vanessa Mitchell

Think Aquila and you think of high-end, Italian leather, hand-made shoes. But that's not all Aquila offers. So the business has set about a rebrand to change those consumer perceptions.

Consumers globally are demanding brands offer them direct messaging as a way of communicating, a new report claims.

A new study has found, by 2030, 67 per cent of customer engagement will be handled by smart machines. However, will this simply be trading empathy for efficiency?

Puma and M&C Saatchi have joined forces on an artificial intelligence (AI) athlete using machine learning to assess people’s movements.

Submissions are now closed following the Australian Competition and Consumer Commission's (ACCC’s) draft report highlighting a number of concerns about customer loyalty programs, in particular the sharing of consumer data without consumer knowledge.

​SodaStream is taking a leap into AI as it looks at changing how it goes to market in the coming few years.

Sixteen years ago, Krispy Kreme launched in Australia, and it’s fair to say there were doughnuts everywhere. Aussies couldn’t get enough – until they did.

​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.

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”.

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.

​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.

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.

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

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!

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.