Online auction house Grays sells wide-ranging goods, from wine to electrical, home, cars, caravans and boats, industrial equipment and real estate.
Setting up Mars Pet Nutrition Australia’s own ‘Advance’ pet food direct-to-consumer (DTC) store has certainly been a first for marketing director, Emily Dowling. The decision to place DTC within marketing rather than sales is also a first for the FMCG business.
The onset of the pandemic in 2020 significantly impacted local EXTRA® sales because consumers associated gum with freshening breath outside the home.
This year, Nicole Papoutsis decided to take a big creative risk and not back down. “Tenure can often work against you to do things differently and in a conservative category there is so much more to lose when you get it wrong, but I got the buy-in, backed myself and my team 100 per cent and it’s definitely paying off,” she comments.
Andrew May’s favourite moments over the past year are embedded in how his team has developed, rather than a specific campaign or project milestone.
Suncorp Group’s Mim Haysom has a mantra for her team: What gets measured, gets done. And it’s this approach that’s helped ensure effectiveness from marketing’s efforts over the past year.
If the last two years have taught H&R Block’s Louise Cummins anything about marketing effectiveness, it’s the need to keep coming back to basics.
David Nicholls was attracted to the PPG business because he thought the paints market was ripe for disruption.
In mid-2020, Mimecast marketing director, Dan McDermott, kick-started an ‘account-based everything’ (ABE) program - pointedly not an ABM – to fulfil a key ambition of moving upmarket from small-to-medium business clients to winning more enterprise accounts.
Effectiveness can be a challenge when you’re working in an ecommerce, trade-focused retail business like The Iconic, admits CMO, Alexander Meyer. With than a thousand brands across a variety of channels, daily campaigns, quick pivots and even quicker decision making are a stark reality.
WWF’s Regenerate Australia program is the largest nature regeneration initiative in Australia’s history. The five-year plan aims to raise $300 million to restore nature from the unprecedented 2020 Australian bushfires and future-proof the country against further climate disasters.
Celebrating Australia’s indigenous culture by developing a brand platform that challenges the norm and leverages both cultural enrichment and abundance of experiences has certainly been a big marketing milestone for Ana Sofia Ayala over the past year.
“You can't rely on data alone to give you a story, but you can't tell an effectiveness story without data,” says Menulog’s marketing chief, Simon Cheng. “In other words, marketing is both a science and an art. The art component is more effective when supported by the science.”
Lucinda Barlow’s favourite moment of the last year was designed to bring love and joy to Aussies during a time of Covid fatigue.
When Sweta Mehra joined ANZ as CMO four years ago, marketing was predominantly focused on brand and communications. As the company created products and services, her team was tasked with making sure customers and non-customers were aware of them.
Before Jenni Dill started at The Arnott’s Group in locked-down July 2020, business had been in ‘sale’ mode for two years. However, she joined after a new CEO had just taken the reins, and there were great ambitions for the future.
Every modern marketing leader knows fresh thinking and creative ideas are the lifeblood of innovation. Which is why REA Group’s Melina Cruickshank was so keen find a way of tapping into her team’s imaginations. She landed on the idea of REA’s inaugural ‘Festival of Ideas’.
With all the disruptions and rapid-fire changes Australia’s travel and tourism has suffered throughout bushfires and then the pandemic, it’s perhaps not surprising Michael Branagh sees “a sense of humour” as a key attribute over this past year.
When Officeworks wanted to inspire Australians to prefer its products and services, Jessica Richmond, its general manager, marketing and insights, launched a content hub for the retailer..
Leadership
CMOs and chief technology officers must focus on hybrid customer experiences - physical and digital – to deliver growth, according to the latest report from Forrester Research. And the way to achieve this is to align their teams and collaborate on a united marketing and tech strategy.
Leadership
A new chief marketing officer has become the latest in a trio of executive-level appointments made across Gumtree Australia, CarsGuide and Autotrader as parent company, Adevinta, works to better integrate the businesses operationally.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
