Given how fast the consumer landscape is moving, and the brands leaders of today might not be around tomorrow, brands must change how they operate to remain relevant.

With lofty ambitions to be the number one motors marketplace in Australia, Gumtree’s ‘test and learn’ mentality when it comes to its marketing is an advantage.

Digital platforms such as Facebook and Google are potentially facing a huge backlash from crucial advertisers unless they change the way they operate.

SiteMinder’s new chief marketing officer, Mark Renshaw, has always had a rather visceral reaction when people say ‘best practice’ marketing – and not in a good way.

Brand owners often talk about their brand having a personality. Some are sassy, others are authoritative, and a few are cheeky. But when it comes to bringing the brand to life through a chatbot interface, focusing in on the personality might be the last thing you want to do.

Brands can be built on many different foundations – personality, quality, luxury, locality – the list is endless. But what should a brand do when that foundation is taken away?

News Corp has unveiled a series of data, content and advertising initiatives aimed at delivering more effective, targeted multimedia campaigns for brand advertisers.

​It is vital for brands to have an authentic purpose to compete for the attention of today's consumer.

Being bold and doing things differently have paid revenue and audience acquisition dividends for Tabcorp’s Lotteries team after launching one of the group’s largest brand refreshes in several years.

Brands must take care not to perpetuate outdated and harmful gender stereotypes as they increasingly utilise humanised voice-activated devices and artificial intelligence (AI) in every part of our lives, Landor’s strategy chief warns.

It’s cultural change and overcoming society’s embedded ‘Matrix’ that makes gender equality a tough nut to truly crack, say several of the industry’s key marketing and media leaders.

Putting creativity and machine learning into the same sentence might seem like an oxymoron, but it’s only by combining both that brands will harness artificial intelligence for customer engagement success.

A brand reset and commitment to simplifying health insurance for Australia’s younger consumers has led frank to launch what it claims is the first voice app for the private health industry.

Using the personality and online reach of in-store staff online could be a vital differentiator for retail brands looking to compete against digital upstarts and better meet consumer demand for experience-led shopping, Magento global CEO, Mark Lavelle, believes.

In the wake of the Banking Royal Commission, home loan disruptor Athena has finally launched with a brand campaign centred around a reminder that a mortgage shouldn’t be a life sentence.

Marketers are so time poor, they are not realising the omnichannel goals they wish to achieve, according to president and founder of dotdigital, Tink Taylor.

Mastercard has followed up the decision to drop its name from its brand mark with a new sonic brand identity aimed at tapping into the growing audio-based nature of marketing and shopping.

‘Boring is brilliant’: It’s a phrase unlikely to trigger excitement in the hearts of many marketing leaders.

It was a rebrand challenge two-a-half years and one arguably large misstep in the making. Following the acquisitions of AOL in 2015 and Yahoo in July 2016, US-based telco giant, Verizon, set out on a mission to unify and rebrand its media, adtech and Internet properties as one global offering. The resulting ​umbrella entity, Oath,​ was officially unveiled in June 2017 at Cannes.

In recognition that employee experience is directly linked to customer experience (CX), Nestlé has implemented Workplace by Facebook to break down barriers and build a more collaborative workplace.

An international study conducted by The Center for Generational Kinetics and commissioned by WP Engine reveals that Generation Z, born between 1996-2010, are willing to trade privacy for personalised experiences, prefer business to have both an online and physical presence, and that brands be socially accountable.