CES: Why partnerships and shared values must be rewritten for future commercial and cultural prosperity

The rapid advancement of artificial intelligence (AI) and technology, globalisation and cultural conscience is creating a perfect storm of economic and societal change businesses and consumers must navigate. And if several CEOs and industry leaders speaking at last week’s Consumer Electronics Show are to be the guide, seeking out and rewriting the rules of partnership and pursuing value alignment not just between companies but also humans and machines will be vital to ensuring cultural equality and in turn, commercial success.


The 5 big trends Julia Gillard sees defining 2021

There aren’t many of us who haven’t felt the profound impact of the COVID-19 crisis on our professional and personal lives. But just as it’s been a time of trauma, it’s also one of growth and opportunity to learn, says Australian former Prime Minister, Julia Gillard.


7 ways the CMO50 are ensuring they remain future-fit

There’s no doubt marketing leadership has undergone massive transformation over the last 5-10 years with the rise of marketing technology, data and digitally driven marketing tools and insights, a push to personalise and be more customer experience-led, and more. So what does it take to ensure you remain a future-fit CMO?

CMO50 2020 #24: Allan Collins

This year, there were two key changes in Domino’s marketing it has never needed to do before - demonstrate the safety of its food preparation and delivery, including developing new operational methods like Zero Contact Delivery, and demonstrating why Domino’s should be trusted to continue operations when communities are in lockdown.

CMO50 2020 #26-50: Josie Brown

“I painted a brand mark on centre court of a Grand Slam mid-way through the tournament,” said Josie Brown. It was a dramatic, and symbolic, mark. “I barely dared to ask if we could paint “Australia is Open” on Rod Laver Arena, but with enormous support from the chief operating officer and tournament director, Craig Tiley. The impact was game-changing, not only for the reach of the message to the world, but also the cultural impact of how our purpose and values shaped our actions,” Brown said.

CMO50 #9 Joel Goodsir

One of the defining things of 2020 is the way it's affected businesses, pushing many rapidly into ecommerce and reinventing their whole marketing pitch along with it. "Some people are really hurting, but here we've had strong, unprecedented growth," Joel Goodsir told CMO.

CMO50 2020: Renee Garner

This year, Renee Garner did something she never expected to be doing as a marketer. "Penning a sassy little love letter to 572 of the amaysim family asking them to hold my hand, and bound into the sunset with a promise to each other that we will do the big things, the hard things, the little things, the courageous things, the ‘what’s right’ things, even if it hurts, to truly show BIG LOVE our customers,” Garner said.

CMO50 2020: Victoria Primrose

This year has shown Victoria Primrose how the geopolitical landscape, businesses and consumer priorities and perceptions have changed with COVID-19, along with the changing risk profile and where future opportunities will lie.

CMO50 2020 #7: Martine Jager

“A brand is, what a brand does,” said Martine Jager. As Westpac’s chief digital and marketing officer, Jager knows you can’t have a great brand positioning or strong brand consideration without trust in that brand. “This also translates into commercial outcomes as customers need to believe that the brand is a safe and secure place for their money – trust lies at the very heart of that,” she said.

CMO50 2020 #26-50: Jason Olive

When it comes to marketing innovation, Jason Olive is clear about the three key ingredients, but they’re not the usual tools of the trade. “I know we could be talking about data or marketing stacks here, but I really think it comes down to three broad organisational principles - bravery, trust and insightful challenge,” Olive said

CMO50 2020 #26-50: Vivianne Arnold

During Vivianne’s first 30 days at Hudson, her goal was to quickly make an impact with an innovative and quick-to-market campaign, designed to really drive revenue. Setting out to find out what the pain points and opportunities were for the business, she quickly discovered that a line of business, Talent Management (TM) and Graduate Assessment, needed a way to generate new leads.

CMO50 2020 #26-50: Natalie Sarich-Dayton

One of the hardest decisions the Brownes Dairy marketing team had to make during the first COVID lockdown in March was responding to consumer panic buying. “When we found out our customer service team were fielding calls that lids were ‘popping off’ in freezers, we knew we had to play our part in ensuring that the most basic, necessary product of fresh milk was available,” Sarich-Dayton explained

CMO50 2020 #26-50: Martin Brown

For Martin Brown, the effect of COVID-19 has been to accelerate many existing trends, creating a fluid context that marketers needed to adapt to. "Our marketing team learned to lift speed, test and learn and trial new techniques previously discounted. It’s been a period of great learning,” said Brown.

CMO50 2020 #26-50: Anny Havercroft

If Anny Havercroft could sum up the lessons of 2020 it would be to expect the unexpected, be more agile and, even with the best plans, be flexible in approach. “This requires a change of mindset as a leader in how we work - connecting with disparate teams and being empathetic to changing needs of customers by building marketing programs that are inclusive,” she said. “What doesn't change through any of this is the fundamental principles of marketing.”

CMO50 2020: Julia Edwards-Smith

COVID-19 has allowed Julia Edwards-Smith to lead a team to innovate and roll out new products in an ongoing crisis. "Through customer research and data analysis, we identified a new product offering to disrupt ourselves, but also allow Victorian healthcare workers to feel safer driving to work," explained Edwards-Smith. To do this, a short‐term lease has been developed for essential workers to increase flexibility and reduce the need to take public transport to and from frontline facilities. The MVP has just been rolled out to a number of hospitals across Victoria.


What it takes for CMOs to prepare for an uncertain future

The words ‘new normal’ have quickly emerged as the go-to phrase for describing the world created by the COVID-19 crisis and its impact on the economy and national psyche. But have we even reached the ‘new normal’ yet?

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A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

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Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

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