Just weeks after debuting a version 2.0 of Destination NSW’s brand positioning work, its GM of consumer marketing, Kathryn Illy, has hung up her hat and is leaving the NSW promotional bureau after four years in the role.
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Breaking the ideation bottleneck: Suncorp Bank’s decisioning Blueprint reimagines the campaign brief
At Suncorp Bank, the humble marketing brief could be headed for the corporate archive. In its place? AI-generated strategy, cooked up in real time by business process automation. It’s part of a decentralised decisioning revolution where marketers, legal, and customer experience teams become collaborators, swapping Post-its and PDFs for machine-assisted ideation.
Cannes Lions Day 2: Telstra triumphs with Grand Prix in Film Craft, joining Hyundai, Idomed, Clash of Clans and more taking top prize in Design, Entertainment categories
Australia’s Telstra has emerged as a significant winner in Day 2 of the 72nd Cannes Lions International Festival of Creativity, landing a Grand Prix for ‘Better on a Better Network Campaign’ for claymation plus two Gold Lions, a Silver and Bronze in the Film Craft category.
‘It all starts from product marketing’: $6.2bn Airwallex global CMO says product marketing first, then brand and performance – and the big VCs are buying in
B2B marketers are being told to regear marketing to a hefty brand orientation, but Airwallex VP, global marketing Jon Stona says there’s a third leg to making marketing pay that many forget: Product marketing. As Australia’s next tech darling soars to a US$6.2bn market cap and seals its latest $300m financing round, Stona caught up with Mi3 to share what he believes it takes to build trust and brand as a next-gen, fast-growth financial services scale-up.
Optus faces $100 million penalty for unconscionable sales practices
Optus has agreed to a $100 million penalty, pending court approval, for engaging in unconscionable conduct in the sale of telecommunications goods and services. It follows court action initiated by the Australian Competition and Consumer Commission (ACCC) against the telecommunications giant.
Tassal combines CMO-sales remit, embeds emotion into ads, doubles ROI, boosts marketing’s business contribution 70% – lands 25% budget increase
A combination of brand-led investment, bold and emotive campaigns, embedding data-driven decision making and testing across creative and media has seen Tassal retain its pricing power, double return on investment and watch marketing’s contribution to business rocket. That’s while pushing a 40 per cent price increase to the supermarkets and losing more than a million dollars off the marketing budget. But with some big runs on the board, the brand’s chief commercial officer turned CMO has now secured a 25 per cent increase in media budget in a bid to become one of Australia’s most iconic brands by 2030 – and keep tipping the sales scales.
Australian marketers anticipate AI integration, see long-term budget cuts coming – but remain optimistic for now
Nine in 10 senior Australian marketers are anticipating an increase in AI’s role within communications this year. Yet even with that projected increase, three in four expect budgets to grow – for now. Because half expect budgets to shrink as AI use matures.
The AI Inflection Point: What It Means for the Future of Work in Marketing
Weekly and monthly goals from baking prototypes to full-scale bakery, plus key consumers milestones on acceptance, were critical to realising Arnott’s gluten free growth opportunity, its most incremental launch to date, says CMO, Jenni Dill. For Australian pricing software player, Flintfox International, take two on European market expansion meant going all-in on native product extension and out-of-the-box compatibility and building a market presence from scratch. Meanwhile, former Curtin Uni CMO and now Growth Generators chief, Ty Hayes, sees foresight, insight and experimentation – then engineering with purpose – as the magic ingredients for making explosive growth happen. In our latest CMO Awards podcast episode celebrating this year’s inaugural Best Growth Initiative of the Year winners and highly commended brands, we explore what it takes to unlock growth.
Salesforce aims agentics at marketing with ‘digital labour’ to generate briefs, launch rapid self-optimising campaigns, personalised web experiences and kill 2 trillion one-way messages
Salesforce global CMO Ariel Kelman a few months ago set an autonomous agent on the $240bn tech giant’s own website to answer queries like a human and “route leads to our sales people” – 70,000 conversations later, sales teams are spending 40 per cent less time processing leads. Last week Kelman and team launched the next wave of agentics for marketing at its annual Connections commerce and marketing conference in Chicago, which he says is effectively a digital labour force, building campaign briefs, launching campaigns live in market and turning 2 trillion one-way messages sent annually by Salesforce clients “into conversations”.
Mr Roses, Moët & Chandon launch luxury gifting promotion
Mr Roses, an Australian online florist, has joined forces with Moët & Chandon to launch a limited-time promotion that combines luxury and personalisation in modern gifting. The collaboration offers customers the opportunity to win a personalised Jeroboam, a 3-litre bottle of Moët & Chandon, by purchasing a special bundle.