Keeping up with evolving perceptions around women in media and communications and celebrating their multi-faceted and diverse natures has led Bras N Things to shake up its brand positioning.

There’s a positive side to come out of the COVID-19 crisis for Hudson’s chief marketing officer, Vivianne Arnold, in the way she’s repositioned the professional services’ marketing function from content and brand to revenue generator.

Data enables marketers to better understand the true state of the world within which they operate. But what do you do when the data being used to make those predictions no longer describes reality?

MyState Bank’s latest campaign, created during the height of the COVID-19 lockdown, turns on the themes of balance and simplifying life, and was produced in an unusual way, with virtual casting sessions, talent from the same family and a strict enforcement of a two-metre distancing rule on set.

CMO50 nominations are now open for 2020, and CMO is calling on Australian marketing leaders to put themselves forward for our list of effective and innovation marketing chiefs this year. To help, we’ve asked several of this year’s judging panel to share what it is they’re looking for in a submission.

As the coronavirus pandemic forces business functions to be reconfigured as virtual events, one CMO has turned to a hackathon as a collaborative, online initiative to problem solve and broaden marketing with the company’s extended ecosystem.

When Carl Hartmann and Mark Livings set out to build Lyre’s Spirit Co, they were looking to create a product and brand that would provide a palatable and socially acceptable alternative to alcoholic spirit-based beverages. Little did they know, the COVID-19 crisis was about to deliver a hoard of potential customers looking for a healthier lifestyle while in lockdown.

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

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.