How the pandemic revealed the antidote to marketing’s image problem
What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.
Leadership
Kraft Heinz CMO: Get to the human truth behind brands
Kraft Heinz might be an iconic brand in Australia, but the company is certainly not resting on its laurels. Instead, Shalabh Atray, Kraft Heinz Australia CMO, said it is continuing on its mission to connect to the soul of consumers in Australia with research, insights, and innovation.
Canva's mission is to empower people with the ability to design anything they want. To do this, They've had to balance experimentation an...
Digital Davaoena
xx - CMO Australia
Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...
Iggy Pintado
Introducing Return on Outcome (ROO) - Brand science - CMO Australia
Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.
Iggy Pintado
Introducing Return on Outcome (ROO) - Brand science - CMO Australia
Beautiful article.
Hodlbaba
15 brands jumping into NFTs
"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...
Nate Ginsburg
Why the newest member of BT’s contact centre is a chatbot