Brand Strategy

CMO50 2017 #26-50: Caroline Bonpain

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.

CMO50 2017 #26-50: David McNeil

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.

CMO50 2017 #26-50: Nick Hickford

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.

CMO50 2017 #23: Melina Cruickshank

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.

CMO50 2017 #26-50: Andrea Martens

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.

Leadership

CMO50 2017 #8: Mohit Bhargava

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.

CMO50 2017 #26-50: Jee Moon

OPSM VP of marketing, Jee Moon, is a firm believer in marketers taking a more humanistic approach to customers and the marketing discipline.

CMO50 2017 #26-50: Yves Calmette

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.

Leadership

CMO50 2017 #25: Andrew Howie

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.

CMO50 2017 #26-50: Lisa Winn

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.

CMO50 2017 #22: Damian Young

One thing modern marketers should do more of is connect their digital strategy to analogue touchpoints, Chobani GM of marketing, Damian Young, says.

CMO50 2017 #14: Carolyn Bendall

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.

CMO50 2017 #15: Jonathan Kerr

Auto & General marketing and digital chief, Jonathan Kerr, says his closest non-marketing colleague across the business is chief technology officer, Paul Malt.

CMO50 2017 #26-50: Paul Connell

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.

Leadership

6 lessons in marketing leadership from Three UK’s CMO

​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.

Digital Marketing

Dropbox CMO shares the motivations for the biggest brand changes in 10 years

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.

Digital Marketing

Geronimo adds to acquisition tally with DMG purchase

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.

Social Media

Brands leaders from NAB, Berlei, Youi turn out for YouTube’s annual Brandcast event

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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Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

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VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

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Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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