Leadership News, Features, and Interviews

Leadership

CMO profile: How Compare Club is zooming into the service comparison market

For experienced digital marketer, Rich McPharlin, his decision to take on the CMO role at comparison service, Compare Club, was motivated by his positive impressions of the company’s culture and growth potential. But it was his recollection of his own experience with the business that led him to see the true opportunity it presented.

Leadership

Mardi Gras 2021: How brands are showing their support

In 2020 political division and instability shocked the world, and it came in a year with protests and a new movement for racial equality, all while the world grappled with the coronavirus pandemic. The events of last year have thrown the role of brands into sharp relief as many people looked to them for their support and leadership on these health, social, racial and progressive crises.

Leadership

Food for Thought: How marketers need to approach 2021

CMO asks four marketing leaders about where do we go from here and what can be expect now that’s it’s 2021 and whether we continue to operate in short timelines and get backer to longer term planning.

Leadership

CMO profile: Playing the long brand game at Monash IVF

Keeping one eye firmly fixed on the long game while securing incremental wins – and executive trust – is the best way of describing Monash IV chief marketer, Fiona Allen’s, approach to the fertility service provider’s marketing strategy.

Leadership

How BlackBerry has taken its brand essence from mobiles to enterprise security

Over the last eight years BlackBerry has gone through a huge transformation, from a consumer brand selling hardware to an enterprise brand focused on software. “We still have a focus on what we’re good at - productivity, security, mission critical systems - we’ve never moved away from that, BlackBerry CMO, Mark Wilson, says. And recently, building off the idea of ‘intelligent security, everywhere’ the company is unveiling a new campaign aimed at securing all businesses across the globe, regardless of their location, workforce or user device.

Leadership

Boomtown recruits new marketing lead

Boomtown has brought on a new marketing lead tasked with driving the regional media owner’s presence and connection with advertisers.

Strategy

Why it’s time for CMOs to embrace disruptive external partnerships

One of the clear trends to emerge during 2020 was brands striking external partnerships. And if Deloitte’s recent Marketing Trends 2021 report is to go by, such partnership aspirations remain firmly in the spotlight this year as a way to drive growth, meet changing customer needs, lift cultural credentials and drive innovation.

Leadership

The Marketing Academy debuts virtual 2021 campus

The Marketing Academy has taken the wrappers off a new global virtual campus program available to all participating sponsor marketing teams plus 1000 individuals who have been made redundant or lost work as a result of the COVID-19 pandemic.

Leadership

How brands can respond to cancel culture in 2021

In a year many of us wished had been cancelled, it should not surprise anyone that ‘cancel culture’ peaked in 2020, Landor & Fitch executive director insights and analytics for the Americas, Maarten Lagae, says. And it’s going to remain front and centre in 2021, too.

Leadership

CES: Why partnerships and shared values must be rewritten for future commercial and cultural prosperity

The rapid advancement of artificial intelligence (AI) and technology, globalisation and cultural conscience is creating a perfect storm of economic and societal change businesses and consumers must navigate. And if several CEOs and industry leaders speaking at last week’s Consumer Electronics Show are to be the guide, seeking out and rewriting the rules of partnership and pursuing value alignment not just between companies but also humans and machines will be vital to ensuring cultural equality and in turn, commercial success.

Featured Whitepapers

State of the CMO 2020

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

More whitepapers

Latest Videos

More Videos

It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...

Jeff

Versa launches bot-activated website

Read more

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in