One of the common challenges facing direct-to-consumer brands is getting products into the hands of would-be consumers before they purchase.

While many direct-to-consumer startups were out raising millions of dollars to recruit customers and build their brands, Rob Ward and Chris Peters were finding that solving a real customer problem gave them all the momentum they needed to build a global business.

Game advertising remains in the experimentation stage and requires brands to shift their thinking away from demographics and niche genre and audience thinking towards gaming as an everyday media activity to become mainstream.

Connecting the dots between wellbeing content, community-oriented digital experiences and commerce lies at the heart of Youtime’s vision.

Would you put your brand into the hands of a complete stranger? For a rapidly increasing number of Australian marketers, the answer is yes.

Next-generation telco, Circles.Life, may have just taken its first big step into the metaverse, but “don’t expect us to be a telco metaverse, just expect us to be a telco that really supports our customers and delivers what they are looking for”, its CMO says.

Consumer merchandise that’s produced well and is both functionally and visually appealing is a solid asset for a brand that harnesses it, says Subway Australia and New Zealand head of marketing, Rodica Titeica.

SmileDirectClub, the tele-dentistry platform that connects customers to dentists or orthodontists in its network, wanted to go one step further in linking people with healthcare.

If influencer marketing was the buzz of the last decade, then the creator economy is its successor, supercharged by growing ability for consumers to use social and digital platforms to directly connect with their own communities and audiences. But with such tools to now cut out the middleman, be it media company or advertiser, how do brands fit into this new creative puzzle?

An update to the Influencer Marketing Code of Practice, and a new Guide to Gifting and Ad Disclosure have been released by the Australian Influencer Marketing Council (AIMCO) to give further clarity to brands, creators and agencies using influencer marketing.

Beauty brand, LÓreal, has become the latest organisation to join the Australian Influencer Marketing Council (AiMCO) as part of efforts to elevate transparency of its influencer marketing practices. The news comes as a fresh global report highlights a raft of other Australian brands appearing to breach the recently introduced AANA Code of Ethics despite growing legal action against those who don’t follow the guidelines.

An Instagram post by The Bachelor contestant, Anna Heinrich, has become the first case to breach new distinguishable advertising rules established under the Australian Association of National Advertisers (AANA) Code of Ethics introduced this year.

Clubhouse is the latest social hit, an invite-only audio chat app that just seems to be the right thing at the right time. And having Tesla’s Elon Musk tweeting about it to his 40 million followers doesn’t hurt. Marketers need to know they’ll probably learn more about Clubhouse by reading about it than by using it, at least to begin with. But nonetheless it pays to be ahead of the curve.

Utilising new social channels such as Tiktok and partnering with surprising ambassadors is key to bringing WW wider brand story around health and wellness to life to new audiences, its local marketing chief says.

The AANA has released its new code of ethics for advertising, following a comprehensive review, initiated in 2019. The new code applies to all advertising in Australia and is intended to ensure advertising is legal, honest and reflects prevailing community standards.

It was 12 March 2020 when Elma Beganovich saw the world suddenly change. As co-founder and chief operating officer at New York-based influencer-led digital marketing agency, Amra & Elma, she had been monitoring rising concern regarding the COVID-19 health crisis among the global influencer community and their followers.

A month-long initiative encouraging content streamers across multiple social platforms to fundraise is just one example of Starlight embracing the virtual realm to keep funds coming in during the crisis.

Like any brand today, the constant re-upping of customer experience (CX) is vital to succeed in hospitality. And as StayWell expands into a new luxury category with its Prince Akatoki brand, it is hoping its CX will do just that.

After 260 years as the very epitome of luxury brands used by actual royalty, Wedgwood has undertaken a rebrand to better represent what luxury means for a modern consumer.

Despite general market scepticism, the influencer marketing platform (IMP) market is set to reach US$373.5 million, or 12.3 per cent, by 2027, a new report predicts.

Amid all the jokes of ‘Scotty from Marketing’ and the general cries of a lack of authentic leadership in the current bushfire crisis, one Australian has used the power of social marketing to raise over $51 million in support of the NSW Rural Fire Service.