Marketing Strategy

CMO50 2019 Ones to watch: Malini Sietaram

To a lot of Finder’s potential customers, Finder was a nice little soundbite, and nothing more. Its challenge was to turn awareness into usage. To tackle this head on, marketing came up with the campaign “Be a Finder”.

CMO50 2019 #17: Tamara Howe

Kellogg’s Corn Flakes, Rice Bubbles and Just Right have been family favourites for decades, yet their relevance was waning. Added to that, their smaller market shares made it difficult to support these brands with dedicated brand building, due to lack of scale.

CMO50 2019 #22: Ryan Gracie

​If marketers want to get their CEOs on side, then don’t preach soft metrics, instead present hard data, says CMO of Catch Group, Ryan Gracie.

CMO50 2019 #14: Allan Collins

Ensuring every team member within the marketing department has everything they need to be doing their best, most powerful work is critical, A/NZ CMO of Domino’s Pizza, says.

​CMO50 2019 #12: Fiona Docherty

Converting interest into record student numbers is making a demonstrable impact on UNSW’s bottom line, vice president of external relations, Fiona Docherty, says.

CMO50 2019 #16: Natalie Sarich-Dayton

Natalie Sarich-Dayton, CMO of Brownes Dairy, says sometimes you have to lead from the front, which she certainly achieved when she drove a 4T refrigerated truck around the city to sample products outside train and bus stations. And this is not the only tip she has!

CMO50 2019 #21: Suzanne Morrison

Fundamentally, a marketer must understand the consumer, the marketing director of Mars Wrigley Australia, Suzanne Morrison, says. It sounds simple, yet many companies don’t do it well.

CMO50 2019 #13: Pip Arthur

​The most creative marketing typically starts with a deep appreciation of the audience you serve, says CMO and head of communications at Microsoft Australia, Pip Arthur.

CMO50 2019 #26-50: Amanda Johnston-Pell

A passion for customer insights and behaviour drives Amanda Johnston-Pell and it’s only been amplified in the role of CMO. When she started as a marketer, Johnston-Pell says, AI and machine learning-based marketing tools just didn’t exist. “Today they are at the centre of deep customer personalisation and that’s exciting.”

CMO50 2019 #8: Jonathan Kerr

Despite the new and evolving tools and tactics, marketing fundamentals remain the same, Auto & General’s CMO, Jonathan Kerr, believes. Which is why he disagrees with the view marketers are trying to be all things to everyone.

CMO50 2019 #9: David McNeil

Coming off the back of a brand disaster in 2017, Campbell Arnott’s has not only recovered, but grown over the last 18 months, achieving stunning success driven largely through new product development born of partnerships.

CMO50 2019 Ones to watch: Tom Willis

Telling creative stories and positioning the customer in these stories is far more valuable than simply showing what we sell, believes Tom Willis. And it’s this challenge which keeps the Lawpath CMO constantly imagining new ways to reach the target audience with messages and situations they can empathise with.

CMO50 2019 #2: Leisa Bacon

For ABC director of Audience and one of the few marketers with more than four years in the one organisation, the drive to being more data-led is right in her wheelhouse.

CMO50 2019 #15: Jayne Andrews

​Jayne Andrews, director of marketing at Carnival Cruise Line Australia, often describes her role as being like a conductor of an orchestra.

CMO50 2019 #26-50: Diane Belan

In marketing, you find the bridging of data science and art. For Diane Belan, it’s the art of looking at data from different angles, interpreting that data to form meaningful insights and identifying untapped opportunities can unlock many creative ideas. Belan finds creativity is about generating ideas to solve problems and notes “without the data, you don’t know what you are solving for”.

CMO50 2019 #18: Yves Calmette

​The biggest challenge the CMO of WWF is finding is demonstrating the value of investing in the brand, which requires time and money, in an era obsessed by short-termism and immediate results/profit.

CMO50 2019 #19: Paul Stern

​With a $25,000 spend, one of the most effective, disruptive and innovative marketing initiatives Kathmandu launched this past year was the world’s first, all-weather wedding dress stunt for April Fool’s day, general manager marketing and online at Kathmandu, Paul Stern, tells CMO.

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

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