Stories by Christine Powis

Report: Rewards-based promotions beat discounts

Organisations using reward-based promotions get 8.6 per cent better return on marketing investment (ROMI) compared with firms using discount promotions, according to new international research by Aberdeen Research.

CMO50 2021 #26-50: Jenni Dill

Before Jenni Dill started at The Arnott’s Group in locked-down July 2020, business had been in ‘sale’ mode for two years. However, she joined after a new CEO had just taken the reins, and there were great ambitions for the future.

CMO50 #26-50: Paul Gloster

​When non-alcoholic ‘spirits’ company, Lyre’s Spirit Co, was launched in Australia in 2019, the founding team knew success depended on Lyre’s mission to lead change in entrenched social and cultural drinking behaviours around the world – quite a tall order.

CMO50 2021 #16: Jessica Richmond

When Officeworks wanted to inspire Australians to prefer its products and services, Jessica Richmond, its general manager, marketing and insights, launched a content hub for the retailer..

CMO50 2021 #13: Natalie Ashes

Online auction house Grays sells wide-ranging goods, from wine to electrical, home, cars, caravans and boats, industrial equipment and real estate.

CMO50 2021 #17: Ben Hill

The onset of the pandemic in 2020 significantly impacted local EXTRA® sales because consumers associated gum with freshening breath outside the home.

CMO50 2021 #26-50: Andrew Balint

Afterpay challenged Andrew Balint to catapult the brand to a new league. So when the opportunity arose to become the sponsor of Australian Fashion Week, the VP marketing A/NZ and APAC knew this was not to be missed.

CMO50 2021 #25: Simon Jarvis

Since its inception in 2012, Youfoodz has transformed from privately owned business to ASX-listed company. Its meteoric growth has carved out a sizable chunk of the AUD$3.2billion A/NZ market for ready-made meals.

CMO50 2021 #10: Dan Ferguson

The trend for brands to become the publishers of the future is already a reality at Adore Beauty. Each week, Adore publishes between seven and ten articles online, a few 10-to-20 minute videos on Youtube and hundreds of social media posts as well as multiple high-rating podcasts.

CMO50 2021 #26-50: Daniel McDermott

In mid-2020, Mimecast marketing director, Dan McDermott, kick-started an ‘account-based everything’ (ABE) program - pointedly not an ABM – to fulfil a key ambition of moving upmarket from small-to-medium business clients to winning more enterprise accounts.

CMO50 2021 #26-50: Jason Piggott

For Freedom Furniture’s GM marketing, Jason Piggott, the highlight of theyear has been the ‘root and branch’ reinvigoration of the Freedom brand.

CMO50 2021 #26-50: Vladka Kazda

Xero marketing director for Australia, Vladka Kazda, was quick to recognise the land-grab opportunity the ATO created overnight in 2019 when announced Single Touch Payroll (STP) for small businesses which are the accounting software platform’s audience.


Report: CMOs and CIOs should make a tandem leap into the hybrid future

CMOs and chief technology officers must focus on hybrid customer experiences - physical and digital – to deliver growth, according to the latest report from Forrester Research. And the way to achieve this is to align their teams and collaborate on a united marketing and tech strategy.

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Great e-commerce article!

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Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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