Financial Services

Strategy

How NAB is conversing with customers in every channel

More than 80 per cent customer satisfaction scores and 90,000 call deflections are just some of the metrics giving National Australia Bank’s Reveka Katakis confidence in the company’s evolving digital and social customer service approach.

Leadership

10 lessons in making a rebrand a whole of organisation job

On June 1 2021, Credit Union Australia officially switched its branding over to Great Southern Bank and debuted a fresh purpose and new set of propositions targeting first-home buyers. As Great Southern Bank’s chief customer officer, Megan Keleher, put it to CMO, the task of transitioning the banking provider to a fresh brand and purpose was the biggest change the organisation has faced in its 70-plus year history. Which made it vital every person across the organisation was onside.

Digital Marketing

Why the Wisr rebrand hit on money smarts

Fintech and neo-lender, Wisr, opted for a brand redesign around the tagline, ‘For your smart part’ to emphasise its proposition of helping Australians improve their financial wellness.

Leadership

Cover-More Group recruits first global CMO

Cover-More Group has confirmed a new group chief marketing officer to oversee its travel insurance business across more than 15 countries including Australia.

Leadership

9 lessons in building a purposeful brand

An ambition to attach meaning to money through brave and purposeful brand work is the key to making an impact for Future Super’s chief marketing officer, Grace Palos. Here, she shares 9 elements key to the way the business builds out its brand strategy.

Digital Marketing

CMO interview: Building consumer credit and insight at Citi

As Aussies gain access to alternative payment services such as Afterpay, as well as strive to better manage debt, credit card applications have been declining. Put this together with the emergence of new digital-first banks locally, a Royal Commission, and an Open Banking regime allowing consumers to more easily share personal data with another financial services provider, and you’re looking at a perfect storm of disruption for established players such as Citi.

Leadership

Setting up a new Australian digital bank: A CMO’s story

​This week, Australia officially got a new digital bank: 86 400. Pitching itself as a smarter way to do banking, the offering centres around making money management easier by helping consumers see what’s actually going on with their finances through app-based tools and data insights.

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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

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Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

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Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

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CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

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AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

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Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

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Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

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