Fmcg

Leadership

From Ampol to Polly Waffle: Lessons in reviving a brand

Two long-dormant brands are set to be revived in the Australian market, with news the Polly Waffle chocolate bar is coming back to supermarket shelves and drivers will soon see Ampol back at the petrol bowser. But is the nostalgia both represent enough to win back consumers?

Digital Marketing

Field and Binet: Addressing acute short-termism in FMCG

The seductive appeal of short-termism is "very acute" in the fast moving consumer goods space, according to Peter Field and Les Binet, two of the most influential marketing commentators in the world. And it shouldn't be.

Digital Marketing

FMCG Forum: Finding growth in mature food markets

“Innovation is a great way to get famous,” said Megan Brownlow, principal, Housten Consulting and former PwC media guru, presenting at the inaugural FMCG Forum in Sydney last week on the subject of the need to innovate to find growth in mature markets.

Digital Marketing

Coca-Cola launches latest recycling initiative and sponsorship

Coca-Cola Australia and Coca-Cola Amatil, recently announced that all Coca-Cola soft drink brands bottles (600ml and below) and all water brands (600ml and below) in Australia are produced in 100 per cent recycled plastic bottles.

CMO50 2018 #14: Paul Connell

Marketing can play a unique role in grounding business decisions in consumer insight and innovation. But if that isn’t also intrinsically linked to the goals of the business and the CEO’s agenda, then you will always be at odds, says Paul Connell, refreshments GM and marketing director at Unilever.

Digital Marketing

What large brands can do to break down barriers and innovate like a startup

Large established companies need to take a “best of both worlds” approach to innovation in order to be competitive and meet ongoing consumer expectations, according to Daniela Simpson, a FMCG executive and a newly appointed general manager of a $1.1 billion candy and fruit snacks business unit of Ferrero USA.

Digital Marketing

Experts weigh in on ‘integrity’ of digital supply chain

​Controversial comments made by Procter and Gamble’s brand chief, Marc Pritchard, about the “murky” and “fraudulent” digital marketing practices - and the FMCG giant’s plans to overhaul its agency contracts and embrace transparency and viewability standards - has met with agreement and welcome relief by some industry players.

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

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Report: Accountability key to marketing's influence in business

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Blog Posts

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Brands with internal customer insights capability will survive and even thrive

According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.

Pip Stocks

CEO of BrandHook and founder of Hearsay

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