Stories by Vanessa Mitchell

Digital Marketing

Why smoothfm has switched up personalities and undertaken a rebrand

One of the most iconic TVCs from radio stations in recent years would have to be the smoothfm ad featuring Michael Buble. The ad, along with the station’s niche targeting, helped propel it to the number one FM station in Sydney and number two in Melbourne.

Leadership

​5 brands taking direct climate action

Brand purpose is not just making nice words and taking no action. The increasingly savvy consumer demands a demonstrating of what brands are dong to make the world a better place before handing over their money.

Leadership

Report: CMO tenure shortest of the C-suite

​The CMO’s short tenure, exposed by CMO’s ​State of the CMO research​, has been backed by a recent global study, which found the average tenure of the job role was only 3.5 years – the shortest of the c-suite.

Leadership

Why it's time for brands to abandon negative messaging

At a time of increased competition in almost every industry, getting messaging cut through has never been more important. And yet, as marketers increasingly personalise and try to engage with targeting, the consumer has never been more zoned out.

Digital Marketing

CBA launches its own AfterPay, Zip payment option

Commonwealth Bank has launched a service in direct competition with AfterPay and Zip, as the Australian Financial Industry Association (AFIA) announced a new Code of Practice for buy now pay later (BNPL) providers.

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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Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

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Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

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I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

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The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

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Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

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In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

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Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

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