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.

​ There isn’t a business in Australia that hasn’t experienced some form of transformation as digital connectivity pervades every aspect of our products, services and experiences as consumers and businesses. Australia’s largest telecoms provider, Telstra, however, is arguably on one of the most ambitious programs of work right now.

Australia’s SMB marketing services business and owner of the Yellow Pages and White Pages, Sensis, has been sold in a $260 million deal to US SMB software player, Thryv Holdings.

Telstra will take back full ownership of all of its Australian retail store network as part of efforts to improve its omnichannel customer game.

​The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now. In our first episode, we catch up with Telstra chief marketing officer, Jeremy Nicholas, on how he's helping the telco navigate the crisis and meet customer demand.

​Telstra has its first chief marketing officer (CMO) since Joe Pollard, announcing CMO50 honouree Jeremy Nicholas has taken up the role.

​KPMG Australia has appointed a customer experience trailblazer to its customer, brand, and marketing advisory (CBMA) team​.

Woolworths is Australia’s Most Valuable Brand, according to a new report. According to the Brand Finance Global 500, Woolworth’s brand grew 5 per cent over the last year and is valued at $11.8 billion.

World Vision Australia has appointed a new CMO, following Teresa Sperti’s resignation after two years with the not-for-profit.

Several Australian businesses including NAB, Commonwealth Bank, Telstra and Microsoft are trialling a series of eight principles aimed at driving more ethical use of artificial intelligence (AI).

Loyalty programs are being rehashed and relaunched almost continuously as smart marketers know it costs far less to retain a customer than get a new one.

Turn any which way at Telstra and you’ll encounter transformation. From the introduction of its T22 strategy, culling staff, product plans and pricing, to departure of former group executive for media and marketing and a significant executive reshuffle, through new organisational structures and Agile ways of working, the launch of 5G network and a technology overhaul, every aspect of the business has been disrupted.

As many big players ramp up their loyalty program efforts, the ACCC has released a draft report highlighting a number of concerns about the programs, in particular the sharing of consumer data without consumer knowledge.

More than 770,000 Telstra customers have signed up to the telco’s revamped customer loyalty program since its launch in April.

The launch of Telstra Plus last month and a new marketing campaign to back it up are just the beginning of efforts to overhaul its customer experience, the telco says.

​Jarther Taylor, former GM of marketing at Telstra, has been appointed marketing director of KPMG nationally.

​In a move that demonstrates the growing important of martech not just for the marketing function, but at an infrastructure level across organisations, WPP ​AUNZ recently hired its first chief of marketing technology​ – a role sure to become more vital as businesses look to technology to create brand experiences.

Consumer expert and former marketing function leader, Vicki Brady, has been appointed CFO and head of strategy for Telstra.

Telstra has officially taken the wrappers off its new tier-based loyalty program giving customers the opportunity to earn points and rewards based on spending.

In yet another sign of how marketing roles continue to develop in the face of rapid technological change, WPP AUNZ has appointed digital transformation specialist, Adam Good, to the newly created role of executive director of marketing technology.

​Qantas has become Australia’s strongest brand, surging from third place last year and improving its brand strength index to 86.6. Telstra remains Australia’s most valuable brand, despite its brand value dropping 7.3 per cent, according to the latest brand value report by Brand Finance.