Content is leading Westpac’s latest marketing campaign aimed at helping customers better manage their financial situation after separating from a partner.

In the wake of the Banking Royal Commission, home loan disruptor Athena has finally launched with a brand campaign centred around a reminder that a mortgage shouldn’t be a life sentence.

Unless you are a millennial or a Gen Z, it’s unlikely you would have heard of the latest You Tube fad to go mainstream and be grabbed with both hands by marketers. And yet, if you watched the superbowl ads, and pondered the reasoning behind Zoe Kravitz whispering into different microphones while tapping a beer bottle, then you have, in fact, been exposed to ASMR.

Bravery and purpose lie at the heart of the National Heart Foundation’s latest integrated ‘Serial killer’ campaign with News Corp, its CMO says.

Augmented reality (AR) is increasingly being used by Virgin Holidays to breathe new life into its email marketing campaign efforts and deliver dynamic, personalised and engaging content to future travellers.

The decision to give employees control of marketing its iconic 2018 Christmas campaign on social media has not only driven stronger consumer take-up of in-store services for John Lewis & Partners, it’s also improved employee engagement.

A consistently personalised multi-channel approach to customer messaging globally has seen Movember not only chalk up three-fold improvement in engagement, but also lift email revenue for its charitable cause.

​Failure to target and portray women effectively impacts campaign effectiveness significantly, according to latest research out of Kantar.

It’s been five years since the Australian Radio Network (ARN) launched KIIS 1065, a new-look station to house Sydney FM breakfast duo, The Kyle & Jackie O Show. And if there’s one thing chief marketing officer, Anthony Xydis, is quick to pinpoint as a lesson, it’s the importance of recognising where opportunity lies.

Consumers are increasingly demanding the brands they support contribute a positive impact on the society in which we all live, and stand for something. From HSBC to Schweppes, many big brands are leading the way to do just this successfully, or sometimes not so successfully, whilst also selling their wares.

Is Australia Day too tainted a concept for brands to be associating with? How important is taking a stance on the nation’s increasingly controversial day of national celebration in light of the wider need and desire for brands to take a purpose-led approach? And should more of our iconic local brands be taking a position on Australian identity?

Marketing pasta to consumers is like making a lasagne: There so many layers to it, you have to invest in all of them to unlock growth.

​Gillette is the latest brand to decide it will stand for something and change societal narrative for the better, with its ‘Best men can be’ campaign, a play on its traditional tagline ‘the best a man can get’.

Context consumer analysis, a B2B marketing initiative, rebranding and a fresh campaign are just some of the elements TheFork (formerly Dimmi) is using to drive Australian growth.

Whiddon has taken the wrappers off the first company rebrand in its 70-year history, a move designed to emphasise the aged care provider’s relationship-based approach in market as well as its innovative spirit.

Brand and direct response teams can no longer stand on opposite sides of the street – the two must unite to achieve modern customer cut-through, Shutterstock’s global CMO claims.

Jetstar has used innovative eye tracking technology in its most recent out of home (OOH) campaign in December.

Fragmented audio and ineffective targeting led National Australia Bank (NAB) to implement one of the first and largest programmatic digital audio campaigns in Australia.

Tip Top held its first ever pop-up café this week to mark its 60th birthday in an experiential event designed to meld new with nostalgia to keep the iconic brand top of mind.

Holden’s Kristian Aquilina is the first to admit the situation he finds himself in as brand promoter isn’t one you’ll find in a marketing textbook.

More disruptive creative that combats physical laziness in Australians via digital and contextual messaging, along with national commercial partnerships, are among next steps for Sport Australia in the second wave of its ‘Move It AUS’ program.