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.

Going from zero to 99 per cent digital advertising spend in just a few short years is an excellent illustration of how the marketing and advertising climate has changed significantly in such a short period of time.

A new experiential activation by WWF-Australia in Sydney showing what the state would look like sans koalas is just one a strategic plan to get more weight behind deforestation, its CMO says.

Slack’s inaugural Australian out-of-home brand campaign is just one step in a wider multi-channel, hyper-local strategy aimed at taking the collaboration platform to the masses, its global VP of marketing has told CMO.

It’s been two-and-a-half years since Wesfarmers appointed Kmart turnaround champion, Guy Russo, to institute a transformation of ailing sister department store chain, Target, and restore the 92-year brand to its former glory.

When your business exists to sell the work of undiscovered artists, being seen is critical. But with the proliferation of online retailers in Australia today, standing out from the crowd has become an increasingly difficult proposition.

Jayne Andrews, director of marketing at Carnival Cruise Lines Australia, says a recent ‘penny drop’ moment around diversity has made all the difference to her marketing team.

Marketing working closely with sales and category teams is key to success, Suzanne Harman, general manager, marketing of Simplot Australia, believes.

​As a marketing leader, one of the worst things you can do is sit still, Seafolly’s Adriane McDermott believes.

We might be in the early stages of the artificial intelligence (AI) revolution, but for Kellogg’s marketing director, Tamara Howe, it’s clear marketing leaders of the future are going to need to understand the rapidly changing path to purchase driven by AI assistants.

Marketing can play a unique role in grounding business decisions in consumer insight and innovation. But if that isn’t also intrinsically linked to the goals of the business and the CEO’s agenda, then you will always be at odds, says Paul Connell, refreshments GM and marketing director at Unilever.

Tourism Australia has completed a triumvirate of Hemsworths with the launch of the next phase of its $36 million Dundee campaign.