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Strategy

​Fight Gear Direct’s three Rs of brand rejuvenation

Like many existing brands, Fight Gear Direct had reached a certain level that required shifting the focus from growing sales to sustaining sales. Yet a lack of focus in innovation across product categories or marketing and no real desire to continue growing an audience was holding it back.

Leadership

Chobani merges marketing into one demand team

Chobani Australia has combined its marketing, sales and category teams in a new demand function following the departure of general manager of marketing, Damian Young.

Leadership

Building a startup brand: How this marketer is bringing new agtech to life

Building a global brand stretching across a B2B value chain and matrix of industry stakeholders through to the grocery store shelf is a challenge in itself. Throw in a completely new technology, the promise of significant sustainability gains, an indirect product sales model and the global pandemic, and it’s an even more dynamic, challenging task.

The Christmas campaign verdict

A shift towards togetherness and uplifting, fun creative is one of the consequences of Covid we’re seeing in this year’s Christmas campaigning, according to several agency industry leaders.

Brand cheer spreads with Christmas campaign creative

​Christmas carols in the retail stores, mince pies on the shelves, festive parties in the calendar - the 2021 festive season has firmly arrived. And with it comes an array of Christmas campaigns from the world's biggest advertisers.

Leadership

Why marketers should stop emphasising ESG in creative

A new research paper by Forethought advisory is encouraging marketers to leave environmental, social and governance messaging and stories to the corporate affairs or PR teams and focus instead on attributes truly driving consumer brand choice.

Leadership

Aurora Expeditions appoints first CMO

Aurora Expeditions has promoted marketing leader, Hayley Peacock-Gower, to become its first chief marketing officer as it looks to ramp up and capitalise on travel appetites in 2022.

What Quest is doing to switch its lens from B2B to B2C engagement

For almost 33 years, Quest Apartment Hotels has forged close relationships with corporate clients, with its serviced apartments becoming a default option for business travel programs. But as employers have become more responsive to the whims of their staff, they have also begun offering more choice as to where they stay.

Digital Marketing

Report: Social commerce appetite firming up

Seven in 10 Australian consumers are likely to buy through social media channels, with livestreams and conversation commerce proving strong prompters for purchase, a new report indicates.

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Featured Whitepapers

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

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

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