The first recipient of the Australian Marketing Institute’s newly named emerging marketing leaders award, Maddie Jahnke, got the gong for demonstrating bravery as a career consistency, delivering results that don’t just come in campaign form but move the category forward, and a passion for capability building. In this exclusive interview with Mi3 as she settles into the new role as Pernod Ricard global brand director for tequila based in Mexico City, this obstacles-are-opportunities-marketer shares her ethos, bosses that gave her the guts to get uncomfortable, favourite pieces of work and why a P&L made her even sharper creatively.
Author: admin
When customers love you but prospects hate you: Forrester’s Total Experience scores for Tesla and Toyota expose the paradox of brand experience versus customer experience
In the experience economy, reputation is currency, and Tesla’s balance sheet is being revalued in real time. In 2024, Tesla was riding high. Customers were evangelical. Revenue roared. Forrester ranked it alongside Toyota in customer and brand experience. A year later, its Brand Experience Score is in freefall, not because the product failed, but because non-buyers did something worse than complain. They stopped caring. In the space of 12 months, Tesla’s brand perception among non-customers collapsed by 50 per cent. It’s not a story of recalls, performance issues or price hikes. Instead it’s about Elon Musk’s increasingly polarising public persona during the first half of 2025. For a company built on narrative as much as engineering, that shift is potentially fatal especially as electric vehicle rivals like Kia and BYD take root in Tesla’s traditional markets. The numbers bear it out: sales, revenue and net profit are all in free-falll. Australia is not immune. In July deliveries were down almost 65 per cent, one of the worst performances in the sector. Forrester’s Total Experience Score draws a hard line: when customer and brand experience align, firms enjoy a 5x lift in revenue-driving behaviour. When one side buckles, the upside craters. Tesla now finds itself in a precarious position; it’s beloved by buyers, rejected by prospects. The result? A company with extraordinary loyalty, a stunning market cap, a rapidly shrinking funnel – and massive competition on product and marketing from all angles.
Openmarkets Group appoints Max Bonpain to CMO role
Openmarkets Group (OMG) has announced the appointment of Max Bonpain as its new Chief Marketing Officer. Bonpain brings over 25 years of marketing experience to the role across Australian brands including Telstra and multinationals such as Microsoft and Unilever.
Pernod Ricard brand marketer takes out inaugural Lisa Ronson Award, Professor Byron Sharp honoured at Australian Marketing Institute Excellence Awards 2025
Pernod Ricard brand leader, Maddie Jahnke has been honoured with the inaugural Lisa Ronson Next Generation Marketing Leader Award, Flintfox International’s Cath Brands with Chief Marketing Officer of the Year, and Professor Byron Sharp’s efforts to bring evidence-based marketing to life was put up in lights at this year’s Australian Marketing Institute (AMI) Excellence Awards.
Baby Bunting reports record sales and profit growth in FY25
Baby Bunting Group Limited has announced its financial results for the fiscal year ending 29 June 2025, revealing significant growth in both sales and profit. The Group’s Pro Forma Net Profit After Tax (NPAT) reached $12.1 million, marking a 228% increase from the previous year’s $3.7 million. Statutory NPAT saw an even more substantial rise, up 462% to $9.5 million from $1.7 million in FY24.
Australia’s wellness economy surges to $US126.7 billion, ranks fourth in APAC
The Global Wellness Institute (GWI) has unveiled its inaugural report on Australia’s wellness economy, revealing significant growth and sector performance. The report highlights that Australia’s wellness economy expanded at an annual rate of 7.5% from 2019 to 2023, reaching a total value of US$126.7 billion in 2023. Notably, the economy experienced a 10.9% growth between 2022 and 2023.
Telstra reports fourth consecutive year of underlying growth, 31% lift in profits
Telstra Group has reported its fourth consecutive year of underlying growth as revenues inched up 0.9% over the last 12 months to $23.12 billion, profits jumped 31% to $2.34bn, and group and episode Net Promoter Scores improved.
YoPRO teams up with Turia Pitt for Sydney Marathon ‘Every Runner Has a Reason’ campaign
YoPRO has teamed up with endurance athlete Turia Pitt on a new ‘Every Runner Has a Reason’ campaign. It’s been launched in anticipation of the 2025 TCS Sydney Marathon, which is set to be Australia’s first marathon major and the largest running event in the country.
Friends are the big influence on Gen Z shopping habits, beauty tips in Australia, latest Snapchat research shows
Two-thirds of Gen Z consumers says their friends are playing a crucial role in influencing their shopping choices and nearly six in 10 look to friends for beauty inspiration over and above influencers, according to a new Snapchat report.
Harvey Norman dresses staff in first uniform redesign in three decades
Harvey Norman has introduced a new custom-designed uniform collection in collaboration with Total Image Group (TIG). This marks the first significant redesign of uniforms for Harvey Norman and Domayne in 30 years.