Marketing Campaigns

Ad Standards' most complained about ads in 2021

Crazy Domains’ urinator, Aussie Broadband’s swearing gardeners, Grill’d’s flashing clown and teachers talking about adult toys have topped the list of most complained about advertisements this year.

The Christmas campaign verdict

A shift towards togetherness and uplifting, fun creative is one of the consequences of Covid we’re seeing in this year’s Christmas campaigning, according to several agency industry leaders.

Brand cheer spreads with Christmas campaign creative

​Christmas carols in the retail stores, mince pies on the shelves, festive parties in the calendar - the 2021 festive season has firmly arrived. And with it comes an array of Christmas campaigns from the world's biggest advertisers.

Leadership

Why marketers should stop emphasising ESG in creative

A new research paper by Forethought advisory is encouraging marketers to leave environmental, social and governance messaging and stories to the corporate affairs or PR teams and focus instead on attributes truly driving consumer brand choice.

What Quest is doing to switch its lens from B2B to B2C engagement

For almost 33 years, Quest Apartment Hotels has forged close relationships with corporate clients, with its serviced apartments becoming a default option for business travel programs. But as employers have become more responsive to the whims of their staff, they have also begun offering more choice as to where they stay.

Leadership

CMO50 alumni share their favourite marketing moments from 2021

2021 has certainly continued to be a year of shape shifting for Australian marketing leaders, their teams and their marketing activities. But while the challenges have been obvious, a lot of great work has nonetheless been accomplished in the face of the pandemic. So as part of this year’s CMO50 program, we asked a number of our CMO50 alumni to tell us what their favourite marketing moments over the past year have been.

The thinking behind AAT Kings 'Wild Awaits' campaign

For more than 100 years AAT Kings has been taking people to see the best of Australia and New Zealand’s natural wilderness - at least until 2020, when the COVID-19 pandemic put the brakes on much of this iconic touring company’s activities.

Digital Marketing

What CMC did to win over younger audiences to online share trading

As Australians endured the on-again/off-again lockdowns presented by the Covid-19 pandemic, many put their extra spare time into wealth creation by trading shares, currencies and other financial instruments. In doing so, they provided an unexpected boost for online trading platforms around the world, including the local operations of UK-based financial services company, CMC Markets.

Social Media

Mars loses face of Uncle Ben in rebrand as Ben's Original

Following public criticism in the US about racist advertising and a name-change announced last year, Mars Food is now airing its rebrand of Uncle Ben’s rice as Ben’s Original, in new packaging minus the smiling face of ‘Uncle Ben’, a person of colour.

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Featured Whitepapers

State of the CMO 2021

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

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Latest Videos

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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

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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

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Beautiful article.

Hodlbaba

15 brands jumping into NFTs

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"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

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As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

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Blog Posts

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.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

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