Brand Strategy

Leadership

GoDaddy recruits eBay marketer for top A/NZ job

eBay’s local brand and communications chief has joined GoDaddy as its marketing director for Australia and New Zealand with a remit to expand upon the domain name register’s global marketing ambitions.

Digital Marketing

Why plausability is more important to your brand strategy than ever

There is well-worn Venn diagram that describes three overlapping circles of ‘good’, ‘fast’ and ‘cheap’. The central point is usually labelled ‘impossible’. But that hasn’t stopped many brands trying to claim at least two of those attributes, if not occasionally all three – and failing badly.

Digital Marketing

CMO Interview: Domino's Allan Collins on tapping social and AI for consumer engagement

It’s been a year of stellar sales and international expansion, technology advancement and food menu improvements for ASX-listed pizza maker, Domino’s. But equally, consumer data breaches, franchisee complaints and a legal dispute with a technology supplier around its flagship tracking app have made it a difficult year for brand management.

Digital Marketing

Why more brands need to say sorry

Sorry is a word that few brands like to say. But there is a good chance brands in Australia will be apologising more often come February 2018, with the Australian Government introduces new rules for mandatory data breach notification.

Digital Marketing

Randstad CMO looks to technology to deliver human CX

​Randstad Australia’s digital-first transformation program and new-look brand strategy are about tapping technology in order to give candidates a more human customer experience that’s severely currently lacking in the recruitment industry, its CMO says.

CMO50 2017 One to watch: Natalie Robinson

The task set for Natalie Robinson when she became director of marketing and communication at Melbourne Polytechnic two-and-a-half years ago was immense. She inherited a brand with close to zero brand awareness, for one.

Leadership

CMO50 2017 #2: Leisa Bacon

ABC’s Leisa Bacon is a “complete content junkie”. She’ll even be the first to say so - and that’s a good thing considering she’s director of audiences for the nation’s public broadcasting network and working to make a difference in the community.

CMO50 2017 #26-50: Paul Stern

Paul Stern’s proudest moment in the last 12 months was representing Kathmandu at the European Outdoor trade show. The reason? He’s spearheading a transformation of the outdoor clothing and accessories manufacturer and retailer’s international go-to-market strategy.

CMO50 2017 #24: Vanessa Lyons

If she had to pick her proudest moment over the last 12 months, AUB Limited’s Vanessa Lyons says it’d be pioneering the development and implementation of the group’s purpose with a customer-centred outlook.

CMO50 2017 #26-50: Renae Smith

As CMO of AIA A/NZ, Renae Smith leads a cross-functional department including brand, product and pricing, digital, marketing communications and the insurance group’s leading wellness program, AIA Vitality. But she also finds herself purposely aligned to the HR chief.

CMO50 2017 #26-50: Lewis Pullen

IAG established Satellite in 2016 as an independent division to disrupt the market, create a lower cost platform for the business and drive profitability of the group’s challenger brands.

Leadership

CMO50 2017 #3: Stephanie Tully

It’s been two-and-a-half years since Stephanie Tully took the CMO’s post at Qantas, and already she’s planning her second shake-up of the marketing function’s org design.

Leadership

CMO50 2017 #16: Adam Ballesty

​Marketing has historically been about making people want things. Today, it’s about making things that people want, Diageo Australia’s Adam Ballesty says.

CMO50 2017 #26-50: Caroline Bonpain

Caroline Bonpain’s proudest moment in the last 12 months has been the debut of Dyson’s Supersonic hairdryer. It’s a product that saw the brand reposition itself away from its heritage primarily as a vacuum cleaner company, and into a reputable and trusted technology brand.

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Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

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Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

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What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

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Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

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I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

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