Leadership News, Features, and Interviews

​Corporate branding is more important than ever, as companies with a good reputation can command a minimum 9 per cent premium for products, a new study has shown.

​Many companies across the marketing ecosystem, including private equity players, have been sold the dream marketing is now a science, Rakuten Marketing’s global CEO, Stuart Simms, says. But it’s not exactly true.

Category innovation and progressive thinking lie at the heart of the Mondelez International business model, its director of marketing for chocolate, Paul Chatfield, says. But at a time when consumers seek emotional brand connections more than ever, no brand can afford to abandon its heritage or roots.

Opening a bricks-and-mortar store in an increasingly digitally-driven consumer culture seems counterintuitive. Yet Greenstone Financial Services are banking on its new store giving customers what they want.

Holden’s Kristian Aquilina is the first to admit the situation he finds himself in as brand promoter isn’t one you’ll find in a marketing textbook.

Brands are too important to just be the sole responsibility of marketing teams and CMOs should shift from brand protectors to promoters if they’re to truly take their place as the great corporate connector.

More disruptive creative that combats physical laziness in Australians via digital and contextual messaging, along with national commercial partnerships, are among next steps for Sport Australia in the second wave of its ‘Move It AUS’ program.

Melina Cruickshank has jumped ship from Domain and joined dominant rival player, REA Group, as its new chief marketing and content officer.

A total of 144 roles will be made redundant and just shy of 100 employees affected as Nine and Fairfax become one media business on 10 December.

The Australian Association of National Advertisers (AANA) has added another three high-profile brands to its board including the CMO50’s number one for 2018, Tourism Australia’s Lisa Ronson.

Forrester has entered into a definitive agreement to acquire SiriusDecisions, a business-to-business research and advisory firm, for US$245 million in cash, subject to adjustment.

​Former Bulla executive, Nick Hickford, has been appointed marketing and innovation director for Don Smallgoods (George Weston Foods).

NIB reports one year on, its chatbot, nibby, has handled more than 21,500 member interactions, with a 70 per cent success rate, saving 535 hours of consultant handling time

Whether your brand is responsive and entrepreneurial in market, engages in strategic brand building or invests in digital or traditional media channels, consumers are going to increasingly want to “talk at you”, UM’s CEO, Fiona Johnston, believes.

Ensuring a sense of brand purpose and value from the top down, respecting consumers and building an empowered enterprise are vital ingredients in surviving the onslaught of modern customer expectations, a panel of industry representative claims.

WPP AUNZ has brought on former AANA chief and PwC CMO Advisory director, Sunita Gloster, as its first chief customer officer in a move it says is all about growth locally.

Kraft Heinz might be an iconic brand in Australia, but the company is certainly not resting on its laurels. Instead, Shalabh Atray, Kraft Heinz Australia CMO, said it is continuing on its mission to connect to the soul of consumers in Australia with research, insights, and innovation.

In another example of how the customer must be king moving forward, ​Gateway Bank’s chief customer officer is shortly to become the bank’s new CEO.

OOh!Media has dropped its CMO role in favour of a head of marketing as part of a new executive leadership structure that follows its acquisition of AdShel.

Being a great CEO means constantly working on your own leadership skills, as well as having a clear-eyed view on the customer, the Australian Institute of Management’s chief, Ben Foote, believes.

AGL has confirmed the departure of its chief customer officer, Melissa Reynolds, later this month after an 18-month stint.