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.
In April 2016, Campbell Arnott’s embarked on one of the biggest brand relaunches in company history for the Shapes brand. It was a risky decision that led to significant consumer and media backlash, yet ultimately resulted in a strong brand turnaround, its VP of marketing, David McNeil, says.
Nick Hickford’s proudest moment in the past 12 months has been having the Bulla Dairy Foods leadership team presenting the success of its ‘Unfakeable’ campaign to the board.
It’s high time marketers let go of “ta-da” moments, MYOB’s marketing chief, Natalie Feehan, says.
If there’s one thing Domain’s Melina Cruickshank thinks modern marketers should do more of, it’s build the courage to back their own judgement and experience.
One thing modern marketers should do more of is go back to the fundamentals of good marketing, Jurlique’s chief brand officer, Andrea Martens, says.
Without a relationship with IT, marketing today is crippled, Village Cinema’s Mohit Bhargava believes. So it’s not surprising this ability to foster alignment with his technology peers, along with operations, finance and HR, stands out as a major achievement during his three years as executive-level leader of sales and marketing at the cinema group.
OPSM VP of marketing, Jee Moon, is a firm believer in marketers taking a more humanistic approach to customers and the marketing discipline.
Australia’s Great Barrier Reef faces myriad threats, and big one of which is overfishing, WWF’s CMO, Yves Calmette says. Five shark fishing licenses, each with a 1.2km net, trawl the reef every day. These nets kill thousands of juvenile sharks each year, including the endangered hammerhead, and dugongs, turtles and dolphins as bycatch.
With all the recent controversy around Meat and Livestock Australia’s (MLA) ‘you never lamb alone’ campaign, it’s not surprising to hear its marketing director sees the group’s legal counsel as his greatest cross-functional ally.
A recent move to ‘graffiti’ the iconic King Cross billboard and make a political ‘yes’ campaign heard as part of a mission to support marriage equality is just one of many innovative and creative decisions made by Coca Cola’s South Pacific marketing director.
One thing modern marketers should do more of is connect their digital strategy to analogue touchpoints, Chobani GM of marketing, Damian Young, says.
Over the past year, ANZ’s marketing team has rapidly transformed its use of data to power and deliver digital and one-to-one personal interactions, its head of marketing for A/NZ, Carolyn Bendall, says. The improvements come off the back of establishing a performance marketing focused digital approach.
Auto & General marketing and digital chief, Jonathan Kerr, says his closest non-marketing colleague across the business is chief technology officer, Paul Malt.
Unilever’s Paul Connell calls it his “top five” list for modern marketing. And it’s what guides him as the GM and marketing chief of homecare in A/NZ.
Having a great boss that challenges and supports you, being brave enough to see risky ideas through, capitalising on customer insights and failing are just some of the lessons CMO of Three UK, Shadi Halliwell, has learnt over the course of her marketing career.
Dropbox has unleashed the biggest change to the company’s brand in its 10-year history, and global CMO Carolyn Feinstein is banking the bold repositioning will help eliminate the “grind and mania” that modern workers face and deliver a more ‘collaborative’ work environment.
Car makers know the power of a test drive in convincing a would-be buyer. But how do you get a person to test a car they would never have considered?
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Yet another agency acquisition play has been announced today, with mobile customer experience company, Geronimo, picking up digital creative agency, Digital Media Group (DMG) for an undisclosed sum.
Marketing leaders from Berlei, National Australia Bank and Youi took to the stage at YouTube’s Brandcast event this week to highlight how they’re using the video platform and its growing suite of advertiser offerings to build their brands with on-demand audiences. Their stories came amid a raft of new advertising product offerings and updates from YouTube all aimed at improving the robustness, measurability and quality of interaction with the consumer.
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