A fresh brand identity, overhaul of social media tone of voice and a digital profile strategy are key ways the Australian Red Cross is hoping to connect to more diverse audiences and changing perceptions of charity.

Shining a light on diversity issues existing across the beauty industry is vital if the sector is to truly find a solution where all consumers feel included, says Adore Beauty’s strategy and campaign leader.

Andrew Birkic has no trouble recalling the day of his first interview for a role with the Ford Motor Company of Australia.

It’s a year on from the first COVID-19 lockdowns in Australia and as consumers we’ve become more digitally adept, conscious of the food stocked on our pantry shelves, willing to try new brands and are more actively seeking local, sustainable products and services.

​ There isn’t a business in Australia that hasn’t experienced some form of transformation as digital connectivity pervades every aspect of our products, services and experiences as consumers and businesses. Australia’s largest telecoms provider, Telstra, however, is arguably on one of the most ambitious programs of work right now.

Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.

A rebrand is often one of the first things a chief marketing officer will look to do when they arrive in a new business. And it’s certainly something Camp Australia chief marketing and sales officer, Tom Dusseldorp, weighed up when he joined the 30-year-old provider of outside school hours care for children.

External partnerships are a crucial part of brand building and growth. But fail to look beyond audience and brand synergies when inspecting a partner’s potential and you risk unexpected consumer and market backlash, NT Tourism executive GM of marketing, Tony Quarmby, says.

Australian lender, Nimble, has debuted a new brand campaign, its first big external step to transform out of its traditional cash lending roots and into the wider near-time lending space.

Creativity at the heart of strategy is the interesting place to be, says Deloitte Consulting global CMO, David Redhill. And having occupied such a position with the consulting giant for over 18 years, it’s one he’s confident he can find in his next professional role.

​You are much more likely to deliver on your brand purpose by doing and saying something in partnership with another than doing something in isolation, says RB Health marketing director, Henry Turgoose.

New purpose-driven brand, MOOD tea, has launched in a bid to help fight youth suicide. The purpose-driven tea brand, created by the Australian media, marketing and creative industry, is a first social enterprise product to raise funds for youth mental health programs.

When Farzeen Quadir-Hegde joined Taipei-based technology maker, ASUS, as its head of marketing for Australia in October 2019, her goal was to localise what had previously been a headquarters-centric marketing program. Her timing was fortuitous however, with COVID-driven lockdowns soon highlighting the need for on-the-ground experience.

Online auto trading platform, carsales, has launched its new brand platform with the tagline ‘Everything You Auto Know’, leaning into its role as a trusted place for car sales and extending that into deeper vehicle buying, comparison and valuation advice.

Australia’s gym and fitness industry took a hammering in 2020, with IBISWorld estimating social distancing and forced closures wiped out five years of strong growth. But despite the challenges, two-and-a-half-year-old Body Fit Training is on track to achieve three major milestones in the coming months.

The more diverse and open-minded your partnership portfolio approach is, the more opportunity you give yourself to learn, says Binge chief marketing officer, Louise Crompton.

For experienced digital marketer, Rich McPharlin, his decision to take on the CMO role at comparison service, Compare Club, was motivated by his positive impressions of the company’s culture and growth potential. But it was his recollection of his own experience with the business that led him to see the true opportunity it presented.

Electrical brand, Alco, has opted for humour in its latest campaign, ’52 Weeks of Alco’, which features ‘Russ the Sparky’, a fictional electrician trying to be a social media influencer.

Shifting perceptions of guide dogs as a literal representation of Guide Dogs Australia’s trusted services to icons of the powerful attributes driving the not-for-profit’s wider approach is the “bodacious” goal behind a landmark national brand effort.

CMO asks four marketing leaders about where do we go from here and what can be expect now that’s it’s 2021 and whether we continue to operate in short timelines and get backer to longer term planning.

Keeping one eye firmly fixed on the long game while securing incremental wins – and executive trust – is the best way of describing Monash IV chief marketer, Fiona Allen’s, approach to the fertility service provider’s marketing strategy.