MyState Bank’s latest campaign, created during the height of the COVID-19 lockdown, turns on the themes of balance and simplifying life, and was produced in an unusual way, with virtual casting sessions, talent from the same family and a strict enforcement of a two-metre distancing rule on set.

As the coronavirus pandemic forces business functions to be reconfigured as virtual events, one CMO has turned to a hackathon as a collaborative, online initiative to problem solve and broaden marketing with the company’s extended ecosystem.

When Carl Hartmann and Mark Livings set out to build Lyre’s Spirit Co, they were looking to create a product and brand that would provide a palatable and socially acceptable alternative to alcoholic spirit-based beverages. Little did they know, the COVID-19 crisis was about to deliver a hoard of potential customers looking for a healthier lifestyle while in lockdown.

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

A handful of years ago, Tourism and Events Queensland (TEQ) commenced a complete review and overhaul of its marketing strategy and operations under incoming CMO Michael Branagh.

As COVID-19 means staying in is the new going out, new streaming platform Binge has partnered with The Iconic to launch a line of unisex luxe-loungewear under the ‘Inactivewear’ banner.

The Coffee Club has officially unveiled a new brand platform and visual look, the latest step in a strategic refresh program that’s arguably only grown in scope and momentum during the COVID-19 crisis.

The COVID-19 crisis forced thousands of businesses across Australia to either fundamentally re-evaluate their business model or risk shutting up shop for good. But at Vision Personal Training, it’s served to stimulate digital transition that could have long-term benefits.

Brand building is now a priority over analytics, personalisation and martech, according to the 2020 Gartner CMO spending survey.

TikTok has launched its marketing offering, encouraging brands not to make ads, but instead TikToks. The Chinese-backed platform, which is owned by ByteDance, specialises in short dance, lip sync and performance videos and has seen an uptick in use, particularly during the COVID-19-enforced lockdown.

A concerted effort to build real-time consumer sentiment tracking has seen Beiersdorf pivot its marketing, media and social approach to meet changing behavioural trends during the COVID-19 crisis.

At the Cannes Lion Live 2020 event last week, a group ofmarketing leaders spoke about their experience leading the marketing mission for their organisations through this time of coronavirus crisis

There are few marketers who haven’t seen their plans derailed by COVID-19. Even for those brands that have traded successfully during this period, success has usually come as the result of being able to flex marketing programs quickly to suit changing conditions.

Two presentations during the Cannes Lion Live 2020 virtual event point to the power of creativity in navigating the new normal of the postcovid future.

​Seafood Industry Australia, the seafood industry's national peak-body, has found itself with a $4 million federal government grant, which will be used for the sector's first ever whole-of-industry national marketing campaign.

HSBC CMO, Leanne Cutts, speaking at the Cannes Lion Live 2020 ​virtual event, explained how the multinational bank began a global refresh on its brand identity, “because we know successful brands need to be true to their DNA and their original values and heritage, but also to be fresh for what audiences and customers need today”.

A customer segmentation program gleaning the underlying motivations of flybuys members has not only been a strong tool during the crisis, it provides the key to responding in the new normal, says the group’s customer chief.

Global ad spend will fall by almost 12 per cent this year (excluding US political advertising), but this will be followed by growth of 8.2 per cent on a comparable basis next year, according to GroupM’s twice yearly This Year, Next Year report.

Marketing grew in importance during the COVID-19 pandemic, according to the latest Covid-19 and the State of Marketing CMO survey.

Personalisation, less intimation and collecting frequent customer insights are among the takeaways of the COVID-19 crisis for the CMO of Collective Wellness Group, Emily Thompson.

Australians want to hear from brands that have an impact on our immediate concerns during the coronavirus, according to the GrowthOps COVID-19 survey, which took a daily pulse check on how the coronavirus was affecting Australians’ feelings and behaviour. And brands that can show they care will stand out and this, in turn, will help them build brand equity.