Goodman Fielder was one of the early movers in combining trade and marketing budgets in a bid for sharper overall effectiveness – handing the bulk of spend to its media agency, IPG’s Initiative in April 2023. CMO Christine Fung, overseeing 100-plus brands, says its been a learning curve. But the business remains confident “this will be the most efficient way to plan and develop holistic media strategies”. Since then, the market – and consumer wallets – have faced two years of massive pressure. Like households, all marketers are being asked to do more with less. Fung’s doubling down on a marketing effectiveness framework – and running the rule over MMM providers.
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Frank Green enters physical retail fray, opens first flagship store in Chadstone
Frank Green has inaugurated its first flagship store at Chadstone – The Fashion Capital, a prominent luxury shopping destination in Australia.
Petbarn partners with oOh!media’s Reo to launch retail media platform ‘PetAds’
Petbarn has tapped oOh!media’s retail media unit Reo to launch a dedicated retail media network pitched as the first comprehensive and scalable platform for pet media in Australia.
Netflix appoints new creative, media agencies following pitch
Netflix has finalised two concurrent pitches for its Australian creative and media accounts, appointing experiential shop Amplify as its new lead creative agency, while IPG Mediabrands’ Initiative will handle media.
Australians seeking advice from unregulated sources as financial concerns run high: Kantar
Kantar Australia’s latest report, ‘Finding Financial Freedom’, has revealed significant concerns among Australians regarding their financial future.
Bill shock, API ‘blowouts’ and vendor pile-on cool CDP ‘bender’, but ROI starting to climb as News Corp, Carsales, SCA, Tas Uni, Compare Club make customer data pay
Part 1: WooliesX learned the hard way that misconfigured customer data platforms can rapidly rack up unbudgeted costs. It’s not the only Australian CDP user to experience ‘bill shock’. Almost all the CDP customers Mi3 spoke with had similar stories. But WooliesX at least got its money back after Tealium ‘forgave’ the cost. Most customers are not so lucky as big vendors push the onus onto them to use the tools provided to manage blowouts. Meanwhile, the market has cooled from the “CDP bender” of two years ago amid heightened competition, tough macros and the zombie effect of Google keeping cookies alive. The good news is that the firms Mi3 interviewed in 2023 about their fledgling CDP integrations are now driving gains. Media costs are down and engagement is up, and brands who have weathered rocky implementation experiences say they have much greater insights into their customer behaviours. Plus, the process prepares them for what’s about to hit with AI.
SA Government launches ‘Spot the Harm, Stop the Harm’ campaign to address gambling risks
The South Australian Government has unveiled a new initiative titled ‘Spot the Harm, Stop the Harm’, aimed at addressing the early signs of gambling harm. The campaign, developed by SAUCE. The Creative Agency, seeks to raise awareness about the non-financial impacts of gambling, including effects on mental health, relationships, and overall wellbeing.
NRMA rewards loyalty members with TEG partnership
NRMA has entered into a three-year partnership with global entertainment and ticketing company TEG to provide members of its loyalty program, My NRMA Rewards, with exclusive benefits, including pre-sale ticket access to sports and entertainment events, as well as discounts and unique experiences.
Australian retailers embrace loyalty programs and BNPL to hold onto customers
A recent survey by CouriersPlease reveals that Australian retailers are increasingly turning to loyalty programs and Buy Now Pay Later (BNPL) options to secure repeat customers in 2025.
Simplot Australia appoints CHEP Network as lead creative agency
Simplot Australia has appointed CHEP Network as its lead creative agency following a competitive selection process. The agency will take creative stewardship across Simplot’s portfolio, which includes brands such as John West, Edgell, Chiko, Birds Eye and Leggo’s.