For almost a 100 years, millions of Australians have relied on the NRMA for roadside assistance, advice on buying a car and road safety. But the motoring organisation has felt the force of digital disruption. In an era when cars are more reliable and mobile phones do the job of maps, travel guide and emergency help, its relevance has been challenged.

Consumers are demanding better, more personalised experiences, and make no distinction between profits, non-profits and educational institutions when it comes to these expectations.

It was the unsexy digital and back-end challenges of rebranding UBET to TAB, rather than the tranche of customer-facing programs, which proved the bigger deal for the wagering company’s marketing team.

Young Australians are putting brands on notice that they expect brands to support causes they value, according to fresh research undertaken by Pollinate Research on behalf of Junkee Media and oOh!media.

​Keeping the International Convention Centre (ICC) Sydney brand front of mind with the international convention community by highlighting experiences and the people behind its offering is the cornerstone of the venue’s new multi-pronged marketing campaign.

The Heart Foundation found itself in the eye of a storm recently after its campaign to raise awareness about heart disease, the single biggest killer of Australians, attracted a swift, vocal barrage of criticism. The not-for-profit has since apologised and pulled the ads, although it defends the need for strong messaging on what's a life and death issue.

Ovolo’s marketing chief says the group’s latest ‘No F***ing way’ campaign is the latest reflection of how the boutique hotel brand is evolving its ‘effortless’ experiences both onsite and digitally.

Building a passionate brand comes back to passionate people and a corporate culture that fosters generosity towards customers.

Risk to reputation and brand remains the top concern of business leaders in Australia, and it's the marketing chief who must remain front and centre to mitigate this risk, according to Aon.

When Kevin Keith first received the call asking him to become Orangetheory Fitness’s first chief brand officer at the start of 2017, he thought they were joking.

The launch of Telstra Plus last month and a new marketing campaign to back it up are just the beginning of efforts to overhaul its customer experience, the telco says.

Striking a healthy balance between innovation and human attributes such as warmth, friendliness and family is the key to ASB’s brand success, its GM of marketing, Shane Evans, believes.

Following the success of an interactive augmented reality (AR) experience for Volvo’s Italian world-wide presentation of its equal vehicles for all (EVA) initiative, Volvo plans to continue using virtual reality (VR) to market and create new and interactive consumer experiences, to appeal to a greater number of potential customers.

Toothpaste doesn’t immediately spring to mind when thinking of purpose-driven brands that aren’t afraid to take a stand. Yet Colgate-Palmolive Australia’s recent decision to withdraw its advertising from Sky News could be just that.

It should be no surprise that Anneke van den Broek would run a pet care company someday. At the age of eight, she had made her first foray into the industry by breeding mice and selling them to the local pet store.

​Cadbury is the latest brand to take a stand for something positive, with the launch of a new initiative to fight racism and other forms of intolerance.

​In a move that demonstrates the growing important of martech not just for the marketing function, but at an infrastructure level across organisations, WPP ​AUNZ recently hired its first chief of marketing technology​ – a role sure to become more vital as businesses look to technology to create brand experiences.

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.