Retailing

Digital Marketing

CMO profile: Navigating the ecommerce boom

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.

Leadership

Coles launches new sustainability initiative

Coles is launching a new sustainability strategy built around the theme of ‘Together to Zero’, which includes targets to further reduce greenhouse gas emissions, a commitment to 100 per cent renewable electricity and sets a course to net zero greenhouse gas emissions.

Digital Marketing

Why fortune favours the brave marketer

The next 12 months represent the biggest, most exciting opportunity retailer marketers have ever had. This unprecedented window is an opportunity to innovate like never before.

Strategy

5 steps Cue clothing took to adapt to the new normal of COVID-19 retail

There’s no doubt COVID-19 has accelerated the shift to digital channels and transactions for Australian retailers. Here, Cue Clothing’s CIO, Shane Lenton, shares how the iconic Australian fashion brand adapted to the new normal of retail presented by the pandemic, the virtual and digital offerings it’s rapidly created, and the longer-term innovations they’re helping inform.

Digital Marketing

How fashion house Aje styled a new digital experience

Needing to revamp its online presence, high-end fashion house Aje tapped Shopify to improve its online metrics, which came at just the right time for the sudden reliance on ecommerce with the Coronavirus pandemic.

Leadership

How Catch built its biggest ever brand campaign 100% remotely

A very robust brief, empathy, collaboration and a willingness to pivot and adapt to new ways of working proved vital elements in creating Catch Group’s first major brand building campaign, the company’s chief marketing officer says.

Strategy

Catch Group and flybuys hook up

Catch Group has joined forces with the flybuys customer loyalty program to provide rewards to its customer base.

Featured Whitepapers

State of the CMO 2020

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

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Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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