Five months after announcing the departure of its first chief customer and marketing officer, IAG has opted for American Express consumer and commercial VP, Emily Roberts, as its new C-suite executive.
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Marketing Gold: How Australian Redcross Lifeblood used TV to deliver a 120% increase in appointments, and KitKat made Gen Z penetration sales gains by taking ‘Have a Break’ to gamers
Marketing effectiveness: How we all strive to achieve it. In today’s episode, two very distinctive takes on successful work, from the verticals and business objectives in play, to audience targeting, messaging and channels used – traditional media through to gaming streaming – are in the spotlight. And both landed their brand leaders and agencies coveted Gold Effies at this year’s Advertising Council Australia Awards. Scoring two Gold gongs was Australian Red Cross Lifeblood and Clemenger BBDO for ‘Lifeblood Blood Supply: How a media first, elevated blood donation into a national news story, saving up to 28,848 lives’ . The pair leveraged a well-established idea – the emergency warning system and media ticker – plus a partnership with the Seven Network to create a mechanism showing the blood supply in a real-time way via the nightly news bulletin, with state-based tailoring, supported through TVCs, integrations with AFL broadcasts and ambassadors and digital capabilities. Lifeblood CMO, Jeremy Weiss says the “behaviour changing” campaign led to a 120% boost in blood donation appointments, along with new donor registrations signing up, were tentpole results. As each new donor saves up to three lives with their first donation, they more than quadrupled the number of intended lives saved. In contrast, Nestle Australia and VML Australia were honoured with their Gold Effie for their work on extending the iconic ‘Have a break, have a Kitkat’ creative platform into the edgier, decidedly younger media platform, Twitch and streaming. The aim of the ‘Break Chair’ was to connect with Gen Zers aged 18-27, 80% of which engage in gaming – many doing it often. Forging that sense of connection, emotion and engagement on the consumer’s terms played a big part here. The “boundary pushing” mix of tapping influencers, livestreaming, a killer consumer insight on needing regular breaks, and an already distinctive creative platform further compounded impact and results including brand and penetration gains to sales lift, says Nestle head of marketing confectionery, Shannon Wright. Joined by Alison Tilling, chief strategy officer, VML Australia, and Frank Curcio, national head of product, Clemenger BBDO, our guests unpack their work and the surprising similarities behind their distinctively different but seriously impactful work.
IAG recuits AMEX consumer and commercial VP Emily Roberts as new chief customer and marketing officer
Five months after announcing the departure of its first chief customer and marketing officer, IAG has opted for American Express consumer and commercial VP, Emily Roberts, as its new C-suite executive.
Marketing Gold: Red Cross Lifeblood jacked bookings 120% with behavioural nudges; KitKat cracked Gen Z’s marathon gamers with ‘Have a Break’; Two wildly different brands, one effective playbook
They look like incredibly different campaigns at one level: Encouraging more people to donate blood through traditional TV platform integrations, and increasing sales penetration of KitKat to Gen Z by urging them to take breaks while they’re watching gamers play for 10 hours straight. But there are surprising similarities between the Gold Effie award-winning work from Australian Red Cross Lifeblood and media agency, Clemenger BBDO, and Nestle’s KitKat and agency partner, VML. Both stem from killer consumer insights that scored wholesale internal buy-in for bold, courageous campaign efforts. Secondly, the pair served up seriously effective, integrated programs of work that drove commercial outcomes: A 120% rise in appointment bookings and more first-time donors for Lifeblood; and hard-to-win penetration gains and sales uplift with Gen Zers for KitKat. Thirdly, each tapped trusted media with their respective target consumers – Channel Seven, Twitch – and leveraged the distinctive power of those platforms through compelling creative plays that cut through and created behavioural change. Here, Lifeblood’s CMO, Jeremy Weiss, Clemenger BBDO’s national head of product, Frank Curcio, Nestle’s head of marketing confectionery, Shannon Wright, and VML Australia’s chief strategy officer, Allison Tilling, unpack how they landed coveted Gold Effie awards for their effectiveness – and what it’s taught them about marketing and consumer sentiment in the process.
NAB nabs former QBE marketing chief David Hirsch as personal bank marketing executive
National Australia Bank (NAB) has nabbed former QBE GM of marketing and customer insights, David Hirsch as the Personal Bank Marketing Executive.
Uber and Snapchat unveil AI-powered campaign featuring Shania Twain and Tom Cardy
Uber and Snapchat have launched a new advertising campaign in Australia titled “Can’t Do That If You’re Driving.” The campaign features global music icon Shania Twain alongside local comedian-musician Tom Cardy. This marks the first use of Snapchat’s Generative AI-powered Sponsored Lens by an advertiser in Australia.
Guzman y Gomez makes first dedicated director of marketing Australia hire, recruits Big W, Woolworths GM as Lara Thom steers the international growth ship
Fresh from cracking $1bn in network sales and opening another 39 locations, Guzman y Gomez is bringing on Woolworths brand and marketing GM Claire West as its first dedicated Australian director of marketing to work alongside global CMO and this year’s CMO Awards #1, Lara Thom, and her 53-strong team.
Devondale debuts ‘The Cow Knows How’ campaign
Devondale has debuted a new campaign ‘The Cow Knows How’ aimed at winning over grocery buyers who prioritise quality, simplicity and reliability in cooking.
Australia’s buying cycles blow out versus global markets, but good AI experience cuts a third off; B2B influencer investment on the rise amid swings in buyer preferences
Australian B2B brands have reported a double digit blow out in sales cycles even as global firms are cutting the time to close a deal. But those tapping AI in the process are slashing those cycle times by almost a third. Meanwhile, buyer influences are shifting – as is the rise of B2B influencers, per Dentsu’s Superpowers Index.
Endeavour Group hires ex-Qantas exec as first customer chief, Supercheap Auto MD to lead Dan Murphy’s in executive restructure
Endeavour Group has recruited former Qantas Chief Customer and Digital Officer Catriona Larritt as its new Chief Customer Officer and Supercheap Auto MD Benjamin Ward as the new MD of Dan Murphy’s.