AMP is in year three of a multi-year marketing transformation and platform overhaul, and its marketers say they’re finally in charge of their own destiny. Wins include building customer journeys two-and-a-half times faster and getting emails out eight times quicker than before, leading to 93 per cent overall clickthrough rates, more than 75 of journeys being launched per month, and incremental gains in campaign ROI, says head of digital and customer, Bonnie Thorn. Yet the warts-and-all case study of what it takes to actually make automation and technology work for marketing is far removed from AI’s shiny promise taking centre stage elsewhere. Instead, AMP’s story is a reality check, an expose of the luridly unsexy stuff marketing teams face right now – including staff poaching and tech team wooing – to get to personalisation and better customer engagement.
Author: admin
Federal budget gets tick for cost-of-living emphasis, but tech, business, retail sectors rue missed opportunities
Industry pundits across the tech, business, retail and services sectors have offered up a mixed bag of opinion on the Federal Budget released last night, applauding the emphasis on cost-of-living relief but criticising the Government for the lack of foresight on further technological advancement and adoption as well as better small business support.
Striving for talkability: Singing struts and Sky the Scissor lift take centre stage as Stokes majority-owned Coates bets on bold brand campaign – and jingle – to build new value proposition
Talkability and top-of-funnel brand awareness of its more-than-hire solutions mix is the ambition for Stokes family majority-owned construction company, Coates, with a new integrated campaign and creative idea, ‘Why don’t you just Coates it?’. To do this, the business is adopting what marketing leader, Sheridan Jones admits is a polarising fresh jingle and cast of animated characters to try and land the message. Four years after first debuting a new brand strategy that’s yet to gain the differentiation and brand shift sought for in market, bold creative is the best way of asserting what the 140-year-old, $1.1bn a year business can do for customers today, she tells Mi3.
AGIG pulls LinkedIn post after greenwashing ruling on emissions claims
The Australian Gas Infrastructure Group (AGIG) has removed a LinkedIn post following a complaint lodged by the Environmental Defenders Office on behalf of Comms Declare. The post asserted that gas cooktops have lower annual emissions and energy costs compared to electric alternatives in Victoria.
Eyes on the fries: KFC ditches CX program with 150 versions for fused employee-customer experience, turns staff engagement into revenue growth with global experience management strategy
“Don’t mess with the fries!” It’s a customer mantra turned operational gospel at KFC, and it says everything about how the world’s biggest chicken chain is linking employee experience to customer experience and then linking both to better customer outcomes – from fryer to franchise to frontline. Turns out a soggy chip is more than just a missed detail. In Australia, it was a symptom of a broken loop between staff experience, operational rigour, and what ultimately landed in the customer’s hands. And it’s exactly the kind of problem that spurred the world’s most famous chicken brand to roll out an ambitious global transformation play that first began as a pilot project in 2020. The critical challenge was how to accelerate standardised customer and employee listening across an international, multi-location QSR or food service brand, hardwiring the connection between team member engagement and customer loyalty – while building an experience engine where one fuels the other. At the heart of the play is KFC Listens – a cross-XM initiative built on Qualtrics tech that’s rapidly evolving from post-meal survey fodder into a frontline tool for driving growth. Already live in 70 per cent of KFC restaurants worldwide, it’s reengineering everything from fry cycle protocols in Australia to forgotten condiments in India – all while quietly proving that engaged employees don’t just drive customer satisfaction; they also drive revenue. Welcome to the age of operational empathy…
Accor’s ALL Loyalty program surpasses 100 million members, 1 in 3 rooms booked by cardholders
Accor’s global loyalty and rewards program, ALL, has reached a significant milestone, amassing 100 million members worldwide. This achievement marks a doubling of its membership over the past five years, with an additional 11 million members joining in 2024 alone.
Australian Bananas launches campaign to energise active lifestyles via Thinkerbell
Australian Bananas has released a new campaign promoting bananas as a source of energy for active lifestyles. Developed by Thinkerbell, the initiative includes retail outdoor, online, and social media components, with a focus on turning supermarket aisles and digital feeds yellow.
KFC Australia introduces Kwench beverage range in Wollongong trial
KFC has brought its new Kwench beverage range to Australia, launching with a trial in Wollongong. The new offering includes ten beverages across four distinct categories: Lemonades, Boba Refreshers, Krunch Shakes, and Iced Koffee Krunch.
Intuit QuickBooks confronts negative reviews head-on in new campaign from R/GA
Intuit QuickBooks has partnered with R/GA Australia to launch a new campaign that challenges outdated perceptions of its products. Titled ‘QuickBooks Re-Review’, the works seeks to address past negative reviews and demonstrate improvements in the software.
‘If you’re not building mental availability in B2B, you’ll miss the 81% buying the first brand that springs to mind’; Adobe and ex-Salesforce marketing chiefs align on dangers of qualified lead reliance, AI or otherwise
According to Adobe APJ VP marketing, Duncan Egan, AI in martech is finally giving B2B marketers the tools to do what B2C marketers have been striving to do for years: Personalisation at scale, creatively and to context, not just stilted linear journeys. The rise of agentic AI to take on burdensome tasks in the marketing supply chain will further free up marketers to find efficiencies that allow them to finally think about what and why they’re pursuing a campaign, not just executing it, he claims. But even as B2B vendor ServiceNow doubles down on its own Adobe martech investments and identifies dozens of new category entry points through AI, its global CMO, Colin Fleming, says it’s not enough to just tailor an interaction to realise demand, or rely on what he calls “FOG, or ‘fact deficient, obfuscating generalities'”. Without concerted brand building, B2B marketers will keep short-changing themselves on the strategic standing they should have in organisations given the hefty 70 per cent of GDP comes from B2B transactions today, he says. If you’re not building mental availability in B2B, you’ll miss out on the 81 per cent of people buying the first brand that springs to mind, Fleming warns.