Stories by Rosalyn Page

Strategy

​Fight Gear Direct’s three Rs of brand rejuvenation

Like many existing brands, Fight Gear Direct had reached a certain level that required shifting the focus from growing sales to sustaining sales. Yet a lack of focus in innovation across product categories or marketing and no real desire to continue growing an audience was holding it back.

Social Media

Explainer: What is the Creator Economy

If influencer marketing was the buzz of the last decade, then the creator economy is its successor, supercharged by growing ability for consumers to use social and digital platforms to directly connect with their own communities and audiences. But with such tools to now cut out the middleman, be it media company or advertiser, how do brands fit into this new creative puzzle?

Measurement & Analytics

How Theatre Royal Sydney is putting the theatregoer centre stage

As one of Australia’s oldest theatrical institutions, Theatre Royal Sydney might sometimes take its cues from theatre houses of New York and London, staging shows like Alanis Morissette’s Jagged Little Pill. But audiences could be surprised to learn this also extends to how it manages customer relations.

CMO50 2021 #26-50: Rosemary Martin

A lot of production this past year was done remotely or under severe Covid restrictions, meaning limited people on set or fully remote oversight. Rosemary Martin admits this was a little nerve wracking for her team at flybuys at times, but the results have spoken for themselves.

CMO50 2021 #19: Carolyn Bendall

It’s been a momentous 18 months for Carolyn Bendall, starting in a new CMO role in a completely new sector, while locked down and working completely remote for almost the entire time.

CMO50 2021 #26-50: Nicole Papoutsis

​This year, Nicole Papoutsis decided to take a big creative risk and not back down. “Tenure can often work against you to do things differently and in a conservative category there is so much more to lose when you get it wrong, but I got the buy-in, backed myself and my team 100 per cent and it’s definitely paying off,” she comments.

CMO50 2021 #26-50: Kristin Viccars

“While data is critically important for any decision making, what I’ve learnt is you need to be prepared to change the vision, take bold risks and be unapologetic in executing things differently,” Kristin Viccars says. “You must be comfortable with being uncomfortable.”

CMO50 2021 #26-50: Fiona Le Brocq

In the past 18 months, Fiona Le Brocq has learned to manage the blending of work and home life. “I’ve presented differently as a leader, not just acknowledging the spontaneity of a less controlled environment but embracing it. I’ve openly shared personal moments of joy, fear, celebration and exhaustion,” she comments.

CMO50 2021 #26-50: Tara Heath

In the past year, Tara Heath and her team have faced massive change in health tech market conditions, requiring a significant shift in strategy across the Healthengine business. The pace and the need to align the team towards a new direction was critical to success.

CMO50 2021 #23: Louise Eyres

The creation and launch of Vanguard’s new brand strategy and campaign in 2021 was a key moment for the business as well as its CMO, Louise Eyres.

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Featured Whitepapers

State of the CMO 2021

CMO’s State of the CMO is an annual industry research initiative aimed at gauging how ...

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Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

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