Episodes
Nestle’s Milo brand is in danger of losing its status as an iconic brand in Australia, Brand Finance Managing Director Mark Crowe says, unpacking the leaders and laggards in the latest Top 100 most valuable brand rankings, where 66 brands rose and 22 fell. But brand value and strength are more than just 'soft metric' leaderboards – they’re being leveraged in hard financial terms by CFOs and CEOs in M&A negotiations and Crowe thinks marketers should be brought into those deals much...
Published 07/25/22
Published 07/18/22
Ten years into a data-analytics career, ANZ CMO Sweta Mehra pulled a u-turn and took a demotion to learn brand marketing from the ground up. She says it’s the smartest move she ever made, with marketers in narrow swim-lanes at risk of obsolescence. Mehra says ANZ’s push to bridge the skills gap within its own four walls via self-built Brand Academy and Marketing Masters programmes have shielded it from increasingly attritional talent wars while future-proofing the business – and she has a few...
Published 07/18/22
Aussie expat Nicole Taylor jumped ship from managing international creative firms to lead LEGO’s in-house agency, which has 400 people around the world, a content factory, and powerful creative, digital and production capabilities. Now, she’s leading a review of the company’s agency roster – and is very positive about the strengths of indies. “I love the fact that they're not thinking of a P&L outcome,” she says. They just want the best thinking and ideas. LEGO is flying, posting record...
Published 07/11/22
Australia is Toyota country and holds similar clout and market dominance across 17 key markets in Asia. But there were looming clouds on the horizon that Toyota’s APAC execs could see would pose a near-future challenge for the region’s leading carmaker. Toyota’s “humility” around innovation and the future of mobility risked being too conservative and out-voiced by more aggressive, louder rivals attempting to own these new greenfield areas - and Toyota knew its next generation customers were...
Published 07/04/22
Digital out of home screens are the new retail catalogue, as the likes of Woolworths, Coles, Myer and JB HiFi place specific offers and sales depending on the weather, temperature and location. “It's basically a really flexible, tailored, measurable, targeted, third party guaranteed position,” QMS CEO John O’Neill says. Dan Murphy’s, for example, targets red wine messages for cold weather, white wine for hot and champagne for celebrations. “They do a really good job,” he adds. In the digital...
Published 06/30/22
Cannes unplugged: Suncorp’s Mim Haysom, Yahoo’s Rachel Page, Thinkerbell’s Adam Ferrier and LinkedIn’s Matt Tindale on incoming headwinds, rebalancing ‘techification’, Ryan Reynolds and the push for 'pragmatic purpose'  See omnystudio.com/listener for privacy information.
Published 06/27/22
In 2003, the billionaire former owner of Harrods, Mohamed Al-Fayed, tasked Guy Cheston with building a media business for the department store. By 2015, the luxury store’s media worked so well it paid for everything else. “Initially, this media sales or the owned media division was really just a little tiny element of the trade marketing team,” he says. “Harrods had set up its own in-house media division, which was funding the entire marketing function of the store.” It went from £1m to £22m...
Published 06/23/22
Election and fundraising strategists for former US President Barack Obama accidentally invented the now booming “experimentation” industry which takes the ubiquitous A/B testing concept to new levels – and business is going large. Personalisation has got too much attention and corporate investment at the expense of experimentation, say Deloitte Digital Partner Nima Yassini and Coles’ Fallyn Lowe, Product Manager for Growth and Optimisation. They outline what’s next, including Google’s rapid...
Published 06/20/22
Three leading global authorities on advertising effectiveness are worried enough about the efficacy of advertising and the impact it has on business results that they have joined forces to present new data and observations in Cannes next week on why a triple jeopardy threat is a clear and present danger to the global industry. They go so far as to call for an overhaul in how advertising award shows like Cannes reward what is deemed the world’s best work. Advertising effectiveness supremo...
Published 06/13/22
Marketing is a dirty word for some – look no further than the ‘Scotty from Marketing’ jab. But Suncorp has spent three years building, quite literally, a powerful response to that. Its One House campaign last year and recent Resilience Road activation are entirely marketing-funded and led research projects that are changing the way Queenslanders build disaster-proof homes. And what’s more, the campaign is flowing through to Suncorp’s bottom line, driving a 38 per cent rise in enquiries and...
Published 06/06/22
When done well, OOH smashes it. Local brands have been lagging, but the smart ones are learning from the likes of Nike, driving a “creative revolution” in digital out of home, reckons Neil Ackland, oOh!media’s Chief Content, Marketing and Creative Officer. While tech like QR codes, 3D animation, location data and anamorphic screens can drive huge results, “There’s a difference between what is available that creatives can use and then what’s actually coming through the pipeline,” he says....
Published 06/02/22
Brands and agency holdcos are restructuring for efficiency. But WPP says it’s done with post-Sorrell surgery and out the other side, proving the former CEO wrong in the process. Its “open source” integrated set-up landed the $4bn global Coca Cola account and means other rival agencies and non-WPP partners can tap into WPP’s platform for Coke. It could prove a template for consolidation plays to come, per global CMO Laurent Ezekiel. WPP ANZ’s Rose Herceg is equally bullish on the holdco’s...
Published 05/30/22
It’s the “hunger games” out there in the B2B talent wars. Software firm ServiceNow’s solution? In-house training. It’s the best way to get good analytics people, Head of Marketing Caroline Raj says. “Everybody is dipping into everybody’s pool at the moment,” she says. It has been a tough two years. Of the 140,000 marketing and advertising people in Australia, 20,000 have moved jobs in the past 20 months, per LinkedIn’s Prue Cox. Agency churn has increased by 50 per cent in the past year – off...
Published 05/26/22
Adam Ballesty spent most of his career building big brands at spirits business Diageo only to join retail-focused Domino’s in mid-2021, steering a team of 60 through the tail end of a global pandemic. The sector's pace is mind-boggling, he admits. Food aggregators like Uber Eats and Menulog account for the majority of Domino’s orders and were non-existent three years ago. The likes of McDonalds and KFC are powerful competition and are driving culture. Ballesty’s new agency team are hoping to...
Published 05/23/22
News Corp has reached the level of Big Tech, Client Product MD Pippa Leary says, uniting its famously independent business units – publishing, Foxtel and REA Group – to create a pool of 16-million audience IDs. A consumer could watch Kayo, browse News.com.au, look at property on RealEstate.com.au, and News Corp can link them all, Leary says. The “arms race” of just having big numbers is over. “Claiming a big number is one thing, but actually, if you don't have a lot of daily active users and...
Published 05/19/22
Growth hacking was once a favourite term of the Silicon Valley crowd instead of marketing, fuelling the meteoric rise of early tech pioneers like PayPal, Tesla and Amazon. But there’s a fascinating blurring going on, where once successful growth hacks are starting to falter – “failing miserably”, in the words of one-time growth hacker and services marketing advisor Jonathan James. Instead, tech companies – think Canva – are turning to out of home, television, and other traditional media. In...
Published 05/16/22
Nine last month claimed massive active attention for BVOD ads playing on mobile devices, 72 per cent for a 30-second commercial, per Amplified Intelligence’s study. But Karen Nelson-Field’s data is in for Val Morgan – and it suggests cinema blows other channels out of the water for active attention, with zero decay across the entire ad. As attention metrics pick up major attention globally, Nelson-Field is just back from a World Federation of Advertisers conference, warning marketers not to...
Published 05/09/22
Chris Stephenson, global CMO of media agency Network PHD, thinks the marketing community has a weird and massive blindspot around gaming.  That may be because they are buried in admin rather than doing actual marketing. Per PHD’s latest research study, 1,700 marketers around the world say their biggest time allocation is spent on reporting, not strategy, innovation and idea development. Those unable to shake off administrative shackles risk being overtaken by a marketing function overhaul now...
Published 05/02/22
There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, ThinkPremiumDigital says, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention. And yet, a platform’s reach often dictates a brand’s investment level. “Somebody on the platform doesn’t mean they saw an ad,” ThinkPremiumDigital General Manager Venessa Hunt says. MediaScience’s CEO Dr Duane Varan looked into...
Published 04/28/22
Skills and capabilities across digital marketing, CX, data and analytics have flatlined in Australia over the last three years according to a study of more than 200 marketers. If the data is right, brands are delusional about the skills they have versus what they need, while half the market has either been stripped of CX responsibility, or never had it to start with. Fresh from a decade in the UK, Coles GM of Brand, Digital and Design Sam McLeod thinks Australia is way behind the...
Published 04/25/22
The hottest topic in the digital market, Salesforce’s Jo Gaines reckons, is loyalty. And she has two words for brands not delivering personalisation, killer experiences, and a rewarding value exchange: ‘Watch out’. “They really expect you to know all of that,” she says. Competitors are likely circling. Beauty giant MECCA is nailing it, and there are smaller businesses emerging that are looking at partnerships to deliver similar experiences. Likewise, Gaines says, purpose-driven organisations...
Published 04/21/22
Digital audio is growing at about 35 per cent year-on-year, and is now north of $150 million, Southern Cross Austereo’s Chief Sales Officer, Brian Gallagher, reckons. And as digital audio grows, so too are the learnings. For one, smart speakers make up 20 to 30 per cent of the total audience, and those people are listening for hours at a time. Two in every three dollars spent with SCA are buying direct insertions – just one third are programmatic ads. And agencies are still splitting audio...
Published 04/12/22