Starting life as purely a cinema offering, Flicks quickly realised the need, and opportunity, to add streaming as the pandemic hit and cinemas went into hibernation. Now the streaming and cinema recommendation site is looking to expand its reach to wider audiences.

You’d be hard pressed to find a marketing leader who doesn’t get a thrill from spearheading a brand repositioning and disruptive brand-led campaign. But for Tourism Fiji’s chief marketing officer, Emma Campbell, the last three years of the pandemic profoundly impacted her perceptions of how broad a marketing leader’s role can be.

Challenging brand perceptions to elevate quality and drive emotional connection to Kia’s broadening product portfolio is the name of the game as the automotive manufacturer partners with the Australian Open for the 22nd year.

Gen Z consumers want brands to talk to them at eye level and show them under the hood, not market to them, says the founder of Australian period pain care provider, Ovira.

A greater ability to demonstrate marketing return in revenue and customer terms is giving marketers confidence they’re delivering more value to their organisations. And it’s this commercial aptitude, along with stronger commitment to becoming a technologist, actioning data better and being innovative, which will be critical to riding out the economic and market unknowns of 2023.

CMO is delighted to release our new CMO50 alumni whitepaper exploring how leading Australian marketers are practising personalisation in a new era of passion points, preferences and purpose.

You can’t skim across the top in marketing if you want to have skin in the game, Amber Collins warns. “At some stage, you have to pause and learn about media, advertising, content, social. If not, you are not able to add value,” the experienced marketing chief tells CMO.

Lifting consumer education around pet insurance to drive category growth is the name of the game for PetSure’s first CMO, Jenny Williams. And she’s harnessing media, data, content, relatable creative and her marketing smarts to achieve it.

A significant recalibration towards brand building as well as driving purpose through sustainability, diversity and inclusion permeates right through CMO’s top 12 profile interviews for 2022.

CMO has canvassed a wide array of predictions from across the industry and waded through tens of thousands of words to find out what’s on the cards for digital marketing in 2023. Here’s what we discovered.

2022 was a big year for diversity and inclusion, reconciliation and team emphasis for marketing leaders.

When Chrystal Dias joined 128-year-old family-owned building supplies business, Bowens, as a digital marketing specialist, she joined an organisation with no ecommerce presence and a digital marketing team of just three. Two years later, Dias has risen to the role of digital marketing manager, the team numbers 13, and ecommerce now represents Bowens' single largest store.

One in six Australians have a disability. That is approximately 4.4 million people, or nearly 20 per cent of the population. By anyone's measure, that’s a massive market. It's also a potentially lucrative one, given more than half of people aged between 15 and 64 are participating in the labour force.

In the latest of CMO’s Food for Thought series, we ask five stellar marketing chiefs from different industries: What investments have you made over the past year to improve the performance of your digital marketing activities?

Two-and-a-half years ago, the entire live events industry, from touring concerts to major conferences, was forced into a digital transformation unlike anything experienced by any industry before.

Art versus science, method versus magic, data versus gut – it’s the modern marketing quandary. Just how much of each really goes into the make-up of marketing execution and strategy today?

Explaining local marketing nuances to international HQ has come up as one of the biggest battles Australian marketers are facing right now.

Charlotte Valente is a woman who knows her own mind and where she’s going. “I never look back. Every road I have taken has led me to where I am today, and I am extremely grateful for that. I have no regrets,” she says.

In a market as crowded as skincare, it can be hard for a brand to stand out. But for Zoë Foster Blake's Go-To Skincare, cut-through is coming through a combination of a clever creative campaign, a close partnership with the retailer Mecca, and a successful foray into the fast-moving world of TikTok.

A doubling down on growth in 2023 in the face of tough economic conditions could result in too many marketing leaders trying to rack up quick performance hits at the expense of building brand equity, Forrester warns.

Traditional thinking would suggest wealth creation is an older person's game. But recent years have heralded a significant change in investor demographics.