Stories by Vanessa Mitchell

​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.

CMO of the Heart Foundation, Chris Taylor, says he feels grateful his work helps to save lives.

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

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.

Coming off the back of a brand disaster in 2017, Campbell Arnott’s has not only recovered, but grown over the last 18 months, achieving stunning success driven largely through new product development born of partnerships.

​The biggest challenge the CMO of WWF is finding is demonstrating the value of investing in the brand, which requires time and money, in an era obsessed by short-termism and immediate results/profit.

​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.

​Nine made a raft of announcements last night at its Upfront 2020 event, including data unification across the whole enterprise, an advertising effectiveness offering, and cost per view of BVOD.

A new report on leadership has confirmed what marketers have known for years, good brand leadership comes down to trust, authenticity, and connection.

Martech acquisition has grown 22 per cent last year, according to a global report, to be worth more than US$121 billion. However, there are concerns the concentration on data is coming at the expense of creativity.

More CMOs need to insert themselves into the IPO process, something they are not yet taken seriously for in the drive to make the process all about financials.

Facial recognition technology is being used in a new out-of-home (OOH) campaign to read facial expressions.

Three of Australia’s most dynamic brands sat down to discuss customer experience (CX) and why it is so vital at Twilio’s Engage event in Sydney this week.

Ask a consumer, and you're likely to hear telcos are not particularly good at customer experience (CX). However, Optus is making the effort to change all that.

​In its latest effort to modernise to provide the kind of customer experience the consumer now demands, Baby Bunting has undergone a brand refresh to facilitate a better emotional connection with customers through increased personalisation.