​Welcome to the second episode of Launch Marketing Council’s new series exploring how Australian brands tackle launch marketing in the consumer packaged goods sector.

Over the course of the COVID-19 global pandemic, marketers faced the challenge of completely rethinking physical engagement with audiences in favour of digital experiences and virtual events. In CMO’s upcoming virtual event on 6 May, we’re going to explore tales of reinventing events and embracing digital formats success as well as learnings through real-life case studies from SAP, Novo Nordisk and On24.

Growing first-party data sophistication, a focus on customer consent and personalisation driven by empathy rather than regulatory requirement are just some of the ways Australian brands are attempting to navigate the data-driven marketing landscape.

While grounded planes and shuttered hotels were stark visual symbols of how the global coronavirus pandemic hit travel and tourism, what wasn’t so obvious was the impact on technology platforms that support the industry.

Better understanding the needs, wants and behaviours of Australia’s misunderstood millennials lies at the heart of eftpos’ marketing strategy as it works to reposition the debit payments brand in market.

When someone books a rideshare car there’s a good chance they are thinking more about when it will arrive and how long their trip will take than about the company itself and how it treats its drivers. But Rajesh Vuppala believes that if riders knew more about how the industry worked, they might choose a service they thought treated its drivers more fairly, especially if it gave back something to the local community.

Scenario planning, in-depth consumer and brand research, improving structures and processes and strategic collaboration are some of the ways Tourism Australia’s CMO is working to ensure her team remains adaptable in the face of ongoing challenges in domestic and international tourism.

Triple-digit customer database growth, record email engagement rates and a plethora of insights informing new products and promotions are just some of the wins for Australian brewery, Stone & Wood, after lifting its digital marketing game.

Nova and smoothfm may seem like strange bedfellows, but the two represent distinctive, complementary approaches to a growing desire for radio stations to be upbeat and provide both a mix of contemporary and nostalgic tunes for listeners.

Marley Spoon chief growth and marketing officer, Kate Whitney, is the first to admit the past year didn’t go as she expected it to.

Fewer than one in five marketers feel confident in their ability to measure marketing return on investment or that they have the right marketing technology tools in place to help, a new report has found.

Rapid uptake of ecommerce was an inevitable outcome of the events of 2020, and naturally, those companies that supplied the picks and shovels of the digital goldrush were among the biggest winners.

As the COVID crisis revealed the critical need for businesses to have a strong digital strategy in order to evolve and meet new demands, Iron Mountain knew the time was right for a rebrand.

​ A new connected customer journey-led approach, rethink of local and regional team collaboration and repositioning of brand are three strategic changes giving Seek fresh opportunities for growth in 2021.

Shining a light on diversity issues existing across the beauty industry is vital if the sector is to truly find a solution where all consumers feel included, says Adore Beauty’s strategy and campaign leader.

A long-term commitment to environmental and social principles has led Vege Chips to forge a three-year partnership with the Currumbin Wildlife Hospital in its home location on Australia’s Gold Coast.

Physical health and wellness challenges and virtual gamification have proven the unexpected wins for Cancer Council NSW in what has been a disruptive and difficult year for fundraising in the not-for-profit sector.

CMO is calling on Australia’s senior marketing fraternity to complete our annual State of the CMO research survey to understand how the role of the marketing leader and remit continues to evolve.

Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.

A rebrand is often one of the first things a chief marketing officer will look to do when they arrive in a new business. And it’s certainly something Camp Australia chief marketing and sales officer, Tom Dusseldorp, weighed up when he joined the 30-year-old provider of outside school hours care for children.

It’s been 12 months since a group of ex-banking executives joined forces to build Finspo, a new digital broker proposition aiming to help level the playing field between banks and Australian consumers. And according to Finspo CMO, Dylan Keath, realising the brand and product has required adopting several critical marketing and business priorities.