It’s a business objective many FCMG and B2C brands will be all-too- familiar with: How to increase sales and household penetration of products. For Care Pharmaceuticals head of marketing A/NZ, Daniela Fra, this was the catalyst for what became an ambitious shift of Hydralyte’s advertising away from TV and above-the-line to a digital-first media strategy and approach.

One of the most iconic TVCs from radio stations in recent years would have to be the smoothfm ad featuring Michael Buble. The ad, along with the station’s niche targeting, helped propel it to the number one FM station in Sydney and number two in Melbourne.

Edtech startup, Cluey Learning, kicked off 2020 with a brand refresh, new website and a new campaign, 2020 Vision, exploring the future of education and new research and expert predictions for the decade ahead.

Marketers all know they're in the job of story telling. But if that story telling is not backed by authentic action, can it be as effective to reach an increasingly switched-on consumer.

At a time of increased competition in almost every industry, getting messaging cut through has never been more important. And yet, as marketers increasingly personalise and try to engage with targeting, the consumer has never been more zoned out.

There’s no doubt marketers are facing a critical commercial crisis and must get better at selling the business value they create, IPA UK consultant and principle of Cassidy Media Partnership, Fran Cassidy, says.

Like any brand today, the constant re-upping of customer experience (CX) is vital to succeed in hospitality. And as StayWell expands into a new luxury category with its Prince Akatoki brand, it is hoping its CX will do just that.

It was while auditing NTT’s newly combined marketing function’s capabilities that its global CMO, Ruth Rowan, found 147 distinct technologies in use.

After 260 years as the very epitome of luxury brands used by actual royalty, Wedgwood has undertaken a rebrand to better represent what luxury means for a modern consumer.

Startup removalist platform, Muval, has recruited Youfoodz chief marketing officer as its first chief revenue officer.

The ACCC’s case against Trivago for making misleading claims to consumers, coupled with tougher penalties for brands found breaching Australian Consumer Law, should be stern reminders of the importance of auditing advertising through the consumer’s eyes.

A marketer who switched from British American Tobacco to a property conveyancing law firm isn’t someone you come across every day. But for Ladybird Conveyancing sales and marketing manager, Mikala Fair, it’s an example of how marketing skills can transcend industries – and how to be pushed out of your comfort zone.

GoDaddy has kicked off 2020 with a new logo and a rebrand.

Being the CMO for CMOs and showcasing Alibaba’s technology innovations to the world dominate the marketing strategy of its CMO, Chris Tung. And he sees the group’s 12-year partnership with the International Olympic Committee (IOC) as a key way of achieving both aims.

Cruisewatch is bringing its artificial intelligence (AI)-powered cruise search engine to Australia — something it says is the first of its kind in the region.

As a time when brand purpose and brands standing for positive change is gaining traction in marketing and elsewhere, Kentucky Fried Chicken (KFC) is being condemned for another ‘sexist’ ad.

Trivago breached Australian Consumer Law by making misleading representations about the hotels featured on its website and television advertising for nearly three years by favouring those that paid the highest cost-per-click, a judge has found.

Australia’s bushfire ravaged tourism industry is receiving some much-needed financial support to start the road to recovery, with the Government pledging $76 million in a recovery package for the tourism and hospitality businesses and towns affected by this summer’s bushfires. And South Australia is leading the way with its just launched tourism campaign to encourage visitors back to Kangaroo Island in the wake of the fires this summer.

CMO is delighted to be partnering with marketing leadership consultancy, Arktic Fox, on a new elite learning experience focused on helping you transform your marketing function.

Technology that protects, soothes and offers reassurance, a new take on digital communities, speed-controlled entertainment and renewed privacy are among the game-changing consumer trends forecast by Wunderman Thompson in its Future 100 report.

Amid all the jokes of ‘Scotty from Marketing’ and the general cries of a lack of authentic leadership in the current bushfire crisis, one Australian has used the power of social marketing to raise over $51 million in support of the NSW Rural Fire Service.