Record levels of mergers and acquisition, spin offs and corporate change is increasing the need for brand transformation, according to Landor & Fitch global CMO, Jane Bloomfield. Yet too many businesses continue to fall into the trap of seeing transformation as a digital, technology and process game, rather than one centred in people and customers.

When you’re looking to transform a business, it pays to have a former marketer at the helm, Nick Baker believes.

SPC is synonymous with preserved fruit, but as the 110-year-old company strives to assert itself commercially in the wake of its 2019 sale by owners Coca-Cola Amatil to a private equity consortium, it is looking beyond its heritage to find new opportunities for growth.

B2B companies are continuing their march to the top of the FutureBrand Index’s brand perceptions list thanks to their emphasis on green energy and sustainable solutions.

During his keynote at Sydney’s World Business Forum, revered business transformation, brand strategy and consumer psychology expert and author, Martin Lindstrom, made a pronouncement: We have lost contact with what matters.

It might sound altruistic, but demonstrating kindness through leadership and organisational action can have powerful employee impact.

New purpose-driven social media platform, WeAre8, has confirmed nine commercial partners have signed up to its new platform as it officially launches in the Australian market.

It’s been almost 10 years since Victoria’s Metro Trains and McCann Melbourne had Australians singing about being killed by public transport.

Plans are afoot to turn Nestlé’s new ‘Tuck in!’ initiative supporting First Nations chefs and aspiring creators into an annual program to build the industry’s content creator community.

Swift condemnation and action following the recent Roe versus Wade decision reversing the constitutional right of US women to abortion was absolutely necessary for brands claiming a people-first talent culture or support for people over profit, several industry commentators agree.

As a proud Gurindji man, John Burgess counts among his people the stockmen, domestic workers, and families whose strike action on the Northern Territory’s Wave Hill station in 1966 laid the foundation for the Land Rights movement and modern claims to native title.

Navigating this new world of for-purpose consumers requires marketers to start thinking more like activists and less like marketers, says co-founder of Activista LA, Beto Fernandez.

Australia’s banks have not always enjoyed the strongest corporate reputations, consistently earning headlines that are best describe as bad news. So it takes a particularly bold perspective and a tonne of supporting proof points for a bank to muster the conviction that it deserves to be seen as a force for good.

As we wave goodbye to the year that was 2021, CMO presents our top 21 stories of the year across CMO Australia based on audience engagement.

“I’m a political campaigner, a political strategist and a justice reform activist,” says R/GA global CMO, Ashish Prashar.

In a recent study conducted by Indeed, 80 per cent of Australians surveyed expressed the desire to work for companies that promote diversity and inclusion (D&I).

​In addition to travel bans, the last two years have led to an awakening in people’s desire to engage with organisations that are purpose driven and deliver a net benefit to society and the planet. That’s particularly good news for Melbourne born travel company, Intrepid Travel.

Reckitt has been busy creating wide-ranging and ongoing corporate social responsibility (CSR) projects in the last few years with results for the community and for consumer perception that please Reckitt’s hygiene A/NZ’s director of marketing, Saurabh Jain.

Thankful, a social impact organisation devised by Australian marketing and advertising entrepreneurs, Kim McDonnell and Mike Chuter, is making its local debut as it works to encourage brands and organisations to help address the world’s biggest systemic challenges.

On June 1 2021, Credit Union Australia officially switched its branding over to Great Southern Bank and debuted a fresh purpose and new set of propositions targeting first-home buyers. As Great Southern Bank’s chief customer officer, Megan Keleher, put it to CMO, the task of transitioning the banking provider to a fresh brand and purpose was the biggest change the organisation has faced in its 70-plus year history. Which made it vital every person across the organisation was onside.

Cementing a differentiated position in the outdoors category globally while getting local consumers to reappraise and fall back in love with its brand lies at the heart of new brand positioning and vision work undertaken by Kathmandu.