Partnerships

Why Ovarian Cancer Australia is pursuing brand partnerships

Every eight hours, one woman dies in Australia from ovarian cancer. Unlike some other forms of gynaecological cancer, ovarian cancer has no early detection test, meaning many women are not diagnosed until the cancer has reached its more advanced stages. This makes ovarian cancer the most lethal female cancer.

Digital Marketing

3 ways Booking.com is improving its B2B marketing game

Breaking down data systems and silos, walking in the shoes of your audience and committing to continuous improvement are providing the foundational marketing blocks for how Booking.com manages relationships with its complex network of global partners.

Leadership

7 ways to build your business and brand partnership muscle

The reasons for striking a partnership with another brand are wide and diverse. From extending audience reach and brand attributes to product and services expansion, cultural and social alignment, improving commercial dividends and solving a customer pain point, the list feels seemingly endless and full of opportunity. But just what kind of external partnership are worth pursuing? And how do you shore up the best chances of success when you do partner with an external player?

Leadership

How NT Tourism avoids the potential pitfalls of partnership

External partnerships are a crucial part of brand building and growth. But fail to look beyond audience and brand synergies when inspecting a partner’s potential and you risk unexpected consumer and market backlash, NT Tourism executive GM of marketing, Tony Quarmby, says.

Digital Marketing

Report: COVID-19 has forever changed sports marketing

The COVID-19 pandemic has altered sports sponsorship, accelerating trends already in play such as the growth of hybrid events, rising importance of player advocacy and popularity of esports, according to the Nielsen Sports 2021 Global Sports Marketing Trends report.

Strategy

Why it’s time for CMOs to embrace disruptive external partnerships

One of the clear trends to emerge during 2020 was brands striking external partnerships. And if Deloitte’s recent Marketing Trends 2021 report is to go by, such partnership aspirations remain firmly in the spotlight this year as a way to drive growth, meet changing customer needs, lift cultural credentials and drive innovation.

Strategy

10 unusual examples of brand partnerships in 2020

​One of the interesting things to come out of this year’s unprecedented market conditions was a rethink around external partnerships and collaborations by local and global brands. Here, we highlight a few of the more unusual, unlikely pairings we saw during 2020 and why they were explored by the brands engaging in them.

Leadership

David Jones aiming to be Australia's premier retail destination

​David Jones’ drive for its Elizabeth Street store to be a global premier retail destination has been boosted by a new partnership with Disney, and exclusive partnerships with iconic, luxury global brands, Louis Vuitton, Chanel and Gucci.

Digital Marketing

Brands need to seek startup soul mates

Kodak might be thriving today if the camera business had made an early purchase of Instagram, according to Evol8tion CEO, Joseph Jaffe.

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State of the CMO 2021

CMO’s State of the CMO is an annual industry research initiative aimed at gauging how ...

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Blog Posts

3 things marketing leaders need to do to effectively lead hybrid teams

Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.

Scott Stein

Leadership consultant

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

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