Brand Strategy

People

NRMA disrupted: Launching a new membership platform

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.

More than a campaign: ICC Sydney details latest brand efforts

​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.

Leadership

Saving hearts and capturing minds: Heart Foundation CMO on his purpose-driven marketing plan

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.

Digital Marketing

Volvo is the latest big brand to implement AR & VR into marketing

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.

Leadership

CMO to CEO: Bringing brand thinking to pet care

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.

Leadership

WPP: Martech is at a tipping point

​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.

Featured Whitepapers

State of the CMO 2019

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

State of the CMO 2020

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

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Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

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Oath to fully acquire Yahoo7 from Seven West Media

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Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

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Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

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Predictions: 14 digital marketing predictions for 2021

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Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

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