Australia’s banks have not always enjoyed the strongest corporate reputations, consistently earning headlines that are best describe as bad news. So it takes a particularly bold perspective and a tonne of supporting proof points for a bank to muster the conviction that it deserves to be seen as a force for good.

Reclaiming Target’s heritage in affordable quality products and harnessing digital to get people to fall back in love with the brand is the sustained objective of general manager of marketing, Jamima White. And nearly 12 months into the role, she’s spearheaded new ways of working and a masterbrand strategy enterprise-wide in order to achieve it.

Next-generation telco, Circles.Life, may have just taken its first big step into the metaverse, but “don’t expect us to be a telco metaverse, just expect us to be a telco that really supports our customers and delivers what they are looking for”, its CMO says.

Growing interest, respect and acknowledgment of the talent going into women’s sports is an opportunity and challenge for the marketing chief overseeing the FIBA Women’s Basketball World Cup 2022 event.

“It’s been proven time and again that building brand equity has not just brand benefits, but genuine commercial benefits,” said Stake chief marketing officer, Bryan Wilmot.

Four in five employees are using Google search to find company brand assets because almost half don’t know where to find their company approved content, images and logos. And half also believe their companies have put off rebrands due to content asset management, a new survey reports.

Two years ago, QR codes were a has-been technology lacking a compelling business case. Fast forward to today, and their use is not only broad, but continuing to proliferate.

A desire to create breakthrough brand messaging that stands out in a sea of sameness has led Anytime Fitness to embark on a transformative diversity and inclusion program across the organisation.

Stronger engagement with health and sustainability conscious consumers as well as the food services sector are in the sights of Simplot’s GM marketing, Katie Saunders, as she spearheads a push into augmented reality (AR).

There was never any doubt in Nathan Low’s mind the summer Australian lamb campaign would be provocative.

Consumer merchandise that’s produced well and is both functionally and visually appealing is a solid asset for a brand that harnesses it, says Subway Australia and New Zealand head of marketing, Rodica Titeica.

Social media sites Twitter and TikTok and have revealed their standout brand campaigns of 2021 from across Australia’s marketing landscape.

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.

Building brand consideration and conversion through experiential connection lies at the heart of Golden Circle’s adoption of smile recognition technology for its latest campaign.

It’s one thing for brand marketers to build a campaign proposition, creative concept and marketing plan they’re happy with. It’s quite another to orchestrate the work with speed, consistency and agility.

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.

​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.

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.

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.

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.

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.