When Farzeen Quadir-Hegde joined Taipei-based technology maker, ASUS, as its head of marketing for Australia in October 2019, her goal was to localise what had previously been a headquarters-centric marketing program. Her timing was fortuitous however, with COVID-driven lockdowns soon highlighting the need for on-the-ground experience.

Online auto trading platform, carsales, has launched its new brand platform with the tagline ‘Everything You Auto Know’, leaning into its role as a trusted place for car sales and extending that into deeper vehicle buying, comparison and valuation advice.

Ground-breaking research into the brand building and business impact of news media advertising will take centre stage at CMO’s latest virtual event on 18 March.

Australia’s gym and fitness industry took a hammering in 2020, with IBISWorld estimating social distancing and forced closures wiped out five years of strong growth. But despite the challenges, two-and-a-half-year-old Body Fit Training is on track to achieve three major milestones in the coming months.

The more diverse and open-minded your partnership portfolio approach is, the more opportunity you give yourself to learn, says Binge chief marketing officer, Louise Crompton.

For experienced digital marketer, Rich McPharlin, his decision to take on the CMO role at comparison service, Compare Club, was motivated by his positive impressions of the company’s culture and growth potential. But it was his recollection of his own experience with the business that led him to see the true opportunity it presented.

In 2020 political division and instability shocked the world, and it came in a year with protests and a new movement for racial equality, all while the world grappled with the coronavirus pandemic. The events of last year have thrown the role of brands into sharp relief as many people looked to them for their support and leadership on these health, social, racial and progressive crises.

Consumer confidence is the biggest hurdle to the recovery of the travel industry, according to a panel of Australia's top travel sector chiefs.

Shifting perceptions of guide dogs as a literal representation of Guide Dogs Australia’s trusted services to icons of the powerful attributes driving the not-for-profit’s wider approach is the “bodacious” goal behind a landmark national brand effort.

CMO asks four marketing leaders about where do we go from here and what can be expect now that’s it’s 2021 and whether we continue to operate in short timelines and get backer to longer term planning.

Always-on, ‘phygital’ event models are set to become the norm as brands learn from the experiences of 2020 and re-evaluate their approach to client engagement long-term, Infosys VP global marketing, Navin Rammohan, claims.

Keeping one eye firmly fixed on the long game while securing incremental wins – and executive trust – is the best way of describing Monash IV chief marketer, Fiona Allen’s, approach to the fertility service provider’s marketing strategy.

If last year was the wake-up call for Millennials, buffeted by the economic and social storm of the pandemic, this year represents a resetting of priorities.

A willingness to move away from doing business the way you’re used to, along with passionate commitment across leadership, are vital for brands looking to striking successful external partnerships, Uber’s head of marketing says.

The circular economy is expected to be worth $4.5 trillion by 2030, according to the World Business Council for Sustainable Development. Transforming the old ‘take, make and waste’ cycle with one that is structured around re-use, recycle and re-design will provide a host of new challenges and opportunities.

Consumer segmentation, both demographic and attitudinal, is playing a vital role in maximising the effectiveness of Palmer’s Cocoa Butter’s first masterbrand campaign in Australia, its marketing chief says.

Want to find partnerships that can build your brand strategically and commercially? Then try making a movie of your customer’s day-day-life to identify patterns of behaviour and touchpoints and you might just find some hefty clues.

The global marketing industry grew despite almost a year of decline during the pandemic, according to the WARC Global Marketing Index 2020 review.

A significant restructure of Coopers Brewery bringing marketing, distribution and sales together with the brewery team has provided the foundations for the family-owned company to invest in a brand repositioning effort aimed at recruiting new consumers.

CUB premium brands marketing chief and instigator of the FMCG’s in-house digital agency, Chris Maxwell, has spun out his own marketing, data and tech consultancy aimed at helping other brands build and optimise an in-house agency model.

Future proofing by making the big transition from physical to digital proposition and engagement has seen Australia lifestyle offer business, Entertainment, embark on simultaneous digital and brand transformation.