Following on from its April 2023 merger with BT Super, Mercer Super has restructured its marketing and customer experience teams into a single team called Customer and Growth, and is embarking on a three-year overhaul of digital experiences for customers and advisors alike. A new mobile app is due in H2 this year for customers too, with an emphasis on delivering a better experience rather than new capabilities. That will come later in the project. Advisors will see improvements to their experiences early next year.
Author: admin
Ellipsis unveils comprehensive map of Australia’s $6bn loyalty market
Customer loyalty consultancy, Ellipsis, has launched what it’s calling the inaugural map of Australia’s $6 billion loyalty solutions market.
New report shows unlicensed content use as a hidden threat in Australian businesses
New research reveals a concerning trend among Australian white-collar workers, with a significant 66% accessing published content in their roles, but only 7% certain their business has a licence to use the material.
Twilio study finds glaring gap in Australian brand’s estimation of consumer perceptions
Twilio has published its annual State of Customer Engagement Report, revealing a significant perception gap in Australia, between brand’s understanding of their customers and customers’ actual views.
Interbrand and Unyoked study explores nature’s impact on commercial creativity
A new report by Interbrand Australia and Unyoked exploring the impact of nature on commercial creativity has found less pressure even as constraints drive lateral thinking.
Fourth Mentally Healthy survey 2024 aims to illuminate mental health trends in media, marketing, and creative sectors
The fourth Mentally Healthy survey launches today, with the ambitious goal of gaining a deeper understanding of the mental health state of individuals working across the media, marketing, and creative sectors in 2024.
BCU Bank positions itself as a the best back up bank in new brand campaign
BCU Bank has embraced its challenger narrative, positioning itself as ‘A Better Back-Up’ to the big four in a new brand campaign from The Hallway.
La Trobe Financial’s ‘Grandpa’s Gift’ reflects shift from product-centric to human-centric messaging
La Trobe Financial, an Australian brand specialising in asset management and real estate lending solutions, has launched a new marketing campaign titled ‘Grandpa’s Gift’. Developed by creative agency Bastion, the work marks a significant shift from product-centric to human-centric messaging .
4x loyalty members in 3 years, huge SOV gains, holding the line on media, playing the long game, resisting discounting amid crunched consumer spend – how ex-McDonald’s CMO Jo Feeney is reshaping jeweller Michael Hill
It’s the sort of longer-term shift in brand narrative, customer base and commercial impact strategic CMOs crave. Three years on from becoming marketing chief at jewellery retailer, Michael Hill, Jo Feeney has seen loyalty program numbers increase by 1.5 million to over 2m, average transaction values lift circa 30 per cent, and a growth cohort of customers progressively responding to its premiumisation play. Playing the strategic long game hasn’t come without its challenges – the jewellery retailer hasn’t been immune to tough retail conditions and over the first six months of the financial year, overall sales remain flat. Several stores closed and executive redundancies occurred. But the jeweller retailer is holding firm. Now Feeney is about to unveil her latest program of work: A rebrand two years in the making, stretching from refreshed design systems and brandmark to Michael Hill’s first brand ambassador and a new-look retail approach.
When bold B2B marketing bets hit pay dirt: Workday’s global Rockstars campaign blows up consideration, awareness, trust, leads up 50% – Billy Idol, Gwen Stefani and Travis Barker sign on for part II
After five years of diminishing incoming demand, finance and HR SaaS brand Workday embarked upon what its CMO Emma Chalwin called a bold brand strategy that has already powered massive gains in awareness, consideration, trust – and crucially, leads. Sales is now drinking the brand Kool Aid and the company, which has reached a growth inflection point with its global and vertical market expansion, is lifting the curtains on the second act of its award-winning Rockstars campaign as it chases giant tech brands like Oracle, SAP and Microsoft.