The Coffee Club has officially unveiled a new brand platform and visual look, the latest step in a strategic refresh program that’s arguably only grown in scope and momentum during the COVID-19 crisis.

TikTok has launched its marketing offering, encouraging brands not to make ads, but instead TikToks. The Chinese-backed platform, which is owned by ByteDance, specialises in short dance, lip sync and performance videos and has seen an uptick in use, particularly during the COVID-19-enforced lockdown.

A concerted effort to build real-time consumer sentiment tracking has seen Beiersdorf pivot its marketing, media and social approach to meet changing behavioural trends during the COVID-19 crisis.

At the Cannes Lion Live 2020 event last week, a group ofmarketing leaders spoke about their experience leading the marketing mission for their organisations through this time of coronavirus crisis

There are few marketers who haven’t seen their plans derailed by COVID-19. Even for those brands that have traded successfully during this period, success has usually come as the result of being able to flex marketing programs quickly to suit changing conditions.

CMO is delighted to confirm nominations for the sixth annual CMO50 list are now open!

HSBC CMO, Leanne Cutts, speaking at the Cannes Lion Live 2020 ​virtual event, explained how the multinational bank began a global refresh on its brand identity, “because we know successful brands need to be true to their DNA and their original values and heritage, but also to be fresh for what audiences and customers need today”.

A new framework designed to create a universal definition and language of effectiveness, the Creative Effectiveness Ladder, has been launched by James Hurman and Peter Field at the Cannes Lions Live 2020 event. The Creative Effectiveness Ladder outlines six main levels of effectiveness achievement, from least, such as just an influential idea, to most commercially impactful, an enduring icon.

Marketing grew in importance during the COVID-19 pandemic, according to the latest Covid-19 and the State of Marketing CMO survey.

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

Providing a free or lower cost trial of a paid version of a service for a short period helps the take-up of the paid version. But freemium models aren't quite so successful, a new paper, Experience Effect in the Impact of Free Trial Promotions, published in Management Science, claims.

Personalisation, less intimation and collecting frequent customer insights are among the takeaways of the COVID-19 crisis for the CMO of Collective Wellness Group, Emily Thompson.

As Australian businesses begin to emerge from the COVID-19 lockdown, there’s a growing trend suggesting those best placed to recover quickly are the ones who stayed engaged with their customers throughout.

​The crisis has become catalyst for changing marketing dynamics as we recover and find our way to a new normal. In this latest episode of Conversations over a Cuppa with CMO, Suncorp executive general manager brand and marketing, Mim Haysom, shares how she's adapted her brand strategy and what she believes it'll take as marketers in the next phase.

Celebrating the human and acknowledging changed consumer behaviour been put front and centre in the latest campaign for Anytime Fitness encouraging Australian consumers to get back into the gym.

As COVID-19-related restrictions ease across the country, life restarts in an altered form - transformed by social distancing, public transport restrictions and drastically altered office environments.

In this episode of Conversations over a cuppa with CMO, we hear from The Iconic's chief marketing officer, Alexander Meyer, about the changing nature of consumer needs during the crisis and how he sees the role of marketing evolving over the next decade.

Marketers should be willing to test new channels and platforms with highly engaged audiences if they’re to keep up with consumer behaviour and trends, Mini’s head of marketing A/NZ, Alex McLean, says.

Many Australian children have grown up with posters of their favourite sports stars taped to their walls. Fifteen recipients of the Australian of the Year honour have had a background in sport, and sports stars are perennial favourites as ambassadors and spokespeople for all manner of brands.

‘Long may we play’ might have been TAB’s chosen brand platform well before the COVID-19 crisis hit, but it’s become even more salient as the organisation navigates through the unprecedented pandemic.

Brands must be agile, adapt communication to their audience, treat people well and adopt principles based on individual safety and embrace flexibility as they strive to recover from the COVID-19 crisis.