VMO and Fitness Lifestyle Group (FLG) have announced the renewal of their partnership, a move that will see VMO continue to represent media within Fitness First, Goodlife Health Clubs, and ZAP Fitness across Australia. The renewed contract involves a multi-year agreement across 97 Goodlife Health Clubs, 50 Fitness First, and 87 ZAP Fitness gyms.
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Agency CEOs and marketing chiefs: 20-somethings need to get over title-promotion obsessions, go broader, deeper
The marketing supply chain’s talent pool – media and creative agency workers – is too focused on promotion and job titles versus capability, leading to over-promotion of under-equipped talent, particularly at the mid-tier. Brand-side marketing risks falling into the same trap of narrow specialism and short-termism at the expense of the big picture warn marketing and customer chiefs. Here’s how marketing and agency bosses are trying to help – not crimp – those aiming to ultimately usurp them.
Rise of the robo marketer? Four ways AI is reshaping the marketing model, brand toolkit, consumer experience for Pfizer, L’Oreal, Duolingo and Mastercard
How AI is transforming marketing inside and out was a big theme at global consumer electronics jamboree CES. Top level marketers from Pfizer and L’Oréal to Mastercard, Duolingo, Qualcomm, Lenovo and Annalect unpacked how they’re harnessing AI for marketing, creative and product – with some predicting the rise of the “robo marketer”. Here are some of the key brand narratives and use cases for AI emerging from this year’s event.
BBC Studios: Sustainability messaging is mainstream in advertising, media becomes key trusted knowledge source on ESG info for business leaders, but are ANZ firms really doing enough to meet ESG requirements?
It’s official: Sustainability has hit mainstream advertising. According to BBC Studios, 50 per cent of advertising briefs coming through in ANZ are looking to land a sustainability message. What’s more, business leaders are increasingly relying on trusted media channels like the global news house for reliable and relevant information about ESG to build their own knowledge basis. Yet even as Australia edges closer to mandatory ESG reporting requirements, and greenwashing crackdowns escalate, the group’s VP of advertising and distribution is worried there isn’t enough urgency around understanding ESG practically and beyond the message.
MLA’s summer lamb campaign: YouGov tests a generational hit or miss?
Meat & Livestock Australia’s (MLA) latest annual Summer Lamb Campaign released earlier this month might have resulted in one-third of viewers claiming they’re more likely to purchase lamb after watching the ad, yet the differences between the demos is stark.
RMIT marketing experts suggest brands like Woolworths are adopting an ‘activism without activism’ approach to Australia Day
Major brands including Woolworths, K-Mart and Aldi have been increasingly distancing themselves from contentious dates such as Australia Day. According to RMIT marketing experts, such brands are remaining quiet on their social alliances to avoid backlash.
Meltwater: Australian Open 2024 delivers increased social media buzz and plenty of brand mentions
The 2024 Australian Open tennis tournament has generated more social media buzz than the previous year, with a daily average of 63.3K mentions, up from 63.2K in 2023. And through all the posts on players, there’s plenty of brand mentions in the mix.
Woolworths CEO responds to backlash over decision to not stock Australia Day merchandise
Woolworths CEO, Brad Banducci, has responded to the backlash following the company’s decision not to stock specific Australia Day themed merchandise in the lead-up to 26 January 2024, stating it was not an attempt at cancelling the annual day.
Big4 Holiday Parks amplifies ‘go big’ brand platform with Pangea
BIG4 Holiday Parks has expanded its ‘GO BIG’ brand platform, introducing the BIG4 Park Ranger and a series of ‘Top Tips’ videos via Pangea.
What consolidation? Martech spending accelerates hard as agency holdco majors sprint to front-run next boom
Annual marketing technology investment is set to hit US$216bn within the next three years – up from US$131bn in 2023 – a growth curve twice as steep as general IT spending. Yet Forrester’s latest report also says most marketers are still looking to consolidate their tech infrastructure. So what gives? It turns out brands are more focused on functional consolidation rather than vendor consolidation. The problem however remains the integration challenge, an area traditional marketing cloud big guns like Adobe and Salesforce are increasingly investing in. Where all that money’s headed has not gone unnoticed by global comms holdcos like Havas, IPG, and WPP, all of whom have been busily restructuring during the last year in a bid to front-run the next big wave of investment.