Add more content here...

Better together? Goodman Fielder CMO on combining trade-marketing spend for retail media; effectiveness and MMM next major push

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.

Published
Categorized as Articles

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.

Published
Categorized as Articles

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.

Published
Categorized as News

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.

Published
Categorized as News

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.

Published
Categorized as News