Leadership

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.

Leadership

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?

Leadership

E&Y chief economist: The now, next and future after COVID-19

COVID-19’s drastic impact on the global economy will trigger big structural changes to Australia’s economy including rising protectionism, increased concentration of power at the top end of town and permanent changes to the way we work, play, eat and exercise.

Leadership

Brene Brown: What it takes to be a brave leader right now

Organisations and leaders need to stop seeing results-driven performance, accomplishment and achievement, and empathy, care and connection, as mutually exclusive items and focus instead on uniting the two for corporate success.

Leadership

Ford CMO takes reins as A/NZ CEO

Andrew Birkic is now Ford Australia and New Zealand CEO, moving up from chief product marketer for Ford Ranger and Everest, reporting to Ford International Markets Group (IMG) president Mark Ovenden. Birkic has taken over the position from Kay Hart, who is moving to a European-based global role as enterprise product line manager for Ford Van and Bus.

Strategy

Greencross CEO on what it takes to be customer-led in a crisis

Greencross CEO, George Wahby, is a great believer in focusing all your organisational energy on providing the best customer experience you can. Which is exactly what the company has been doing to navigate its Petbarn and Greencross Vet clinics and hospitals through the COVID-19 crisis.

Leadership

COVID-19 effect: Business may never be the same

Two surveys out this week show the extent to which the coronavirus pandemic has impacted business, with local business leaders revealing a slightly more positive outlook than globally.

Leadership

McDermott leaves Seafolly

​After three years at the marketing helm of one of Australia’s most iconic swimwear brands, Adriane McDermott has wrapped up her role as CMO of ​Seafolly​.

When it’s time to retire a brand

When news of General Motors’ decision to ‘retire’ the iconic Australian Holden brand broke in early February, public outcry and a wave of nostalgia washed through the digital and print channels. With news of such a significant brand ‘retirement’, and the outpouring it generated, the team at CMO wanted to ask a bigger question: Just how do you know when it’s time to retire a brand?

Leadership

5 ways for CMOs to win over the CFO

There’s no doubt marketers are facing a critical commercial crisis and must get better at selling the business value they create, IPA UK consultant and principle of Cassidy Media Partnership, Fran Cassidy, says.

Featured Whitepapers

State of the CMO 2020

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

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Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

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