Brand Strategy

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.

Strategy

When brands make chatbots too personal

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.

Digital Marketing

What it took to rebrand Powerball

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.

Digital Marketing

Magento CEO: Make in-store staff part of your omnichannel retail brand

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.

Digital Marketing

Athena: We're not into mortgage bondage

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.

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Featured Whitepapers

State of the CMO 2021

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

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Latest Videos

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Report: Marketers failing to realise the benefits of customer loyalty programs

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Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

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