The kids are alright, mostly. The percentage of Australians who have only known a digital world is edging inexorably towards a majority, yet the digital experiences of government and business are still anchored in the messy transitional world of those who also remember a world of real things. To ensure they are delivering the best experiences, brands and governments need to take much more account of the changing relationship the community has with technology according to a report from R/GA. It’s a world already familiar to executives we spoke to at Kit (part of CommBank’s X-15 ventures) and Bendigo and Adelaide’s Up Bank.
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YouTube claims ‘flow state’ nirvana, deeper engagement, lower ecom returns; ad buyers question whether 6-second ad surge holes argument
YouTube is out to prove its breadth of niche long-form content gets audiences more engaged than they might be elsewhere. It’s hired Kantar to help make a solid case that this so called ‘flow state’ makes audiences more receptive to new information – i.e. advertising. And it’s also making some bold claims about how YouTube reduces ecom returns. But Neuro Insight’s Peter Pynta queries whether such macro level observations go deep enough, and importantly, whether they can really be applied to advertising. From those deciding where spend goes, the feedback was mixed. Buyers are not yet convinced that it translates to all-important advertising effectiveness – and some say YouTube’s jamming in plenty of ads that might break that flow state.
AEG refreshes new brand identity and sonic signature: A modern twist on a 137-year-old legacy
Electrolux Group has unveiled a new brand identity for its premium brand, AEG. The updated identity, developed in partnership with growth and transformation firm Prophet, includes a new look and the first-ever sound identity for the 137-year-old German brand.
Tech marketer Lachlan James joins edtech player Game-U as inaugural CMO
Helping build better digital and coding skills is the top priority for Lachlan James as the first Chief Marketing Officer at edtech firm Game-U.
Foxtel makes it official, to exit OzTam’s measurement system by December 31
Australia’s official television measurement body, OzTAM, has confirmed Foxtel will no longer be included in its datasets, including Virtual Australia (VOZ) for Total TV and Video Player Measurement (VPM), from 31 December 2024.
Vanguard Australia cops record $12.9m penalty for ‘greenwashing’ misconduct
Vanguard Investments Australia has been ordered by the Federal Court to pay a $12.9 million penalty for making misleading claims about environmental, social and governance (ESG) exclusions. The penalty is the highest yet for ‘greenwashing’ conduct.
Foxtel Group restructures leadership as Hubbl boss follows Binge MD Amanda Laing out the door
Foxtel Group has confirmed Hubbl managing director Les Wigan is no longer at the streaming aggregation platform he led the launch of just six months ago. His departure has triggered a reshuffle of ranks at Foxtel Group and a recalibration of last year’s restructure into two revenue-generating areas: Aggregation and streaming and advertising.
Accor joins Nedd Brockmann’s ‘Uncomfortable Challenge’ as official Accommodation Partner
Australian hotel operator Accor is teaming up with Nedd Brockmann for his ‘Nedd’s Uncomfortable Challenge’ at at Sydney Olympic Park Athletic Centre next month, where the athlete and philanthropist will attempt to break the world record for the fastest 1,000-mile run by covering 160 kilometres per day for 10 consecutive days. Brockman aims to raise AUD $10M for people experiencing homelessness.
Athena’s CMO pivots from price to product fit, bids to shake up B2B, gets deep and analytical on conversion – and way beyond the marketing funnel
Ditching Athena’s ‘Love us and leave us’ proposition wasn’t an option for the digital-first home loan upstart’s marketing chief, Sarah Sproule. But it appears most of the other marketing, product and customer value propositions have shaken up as the business broadens out from its price-based roots and makes a play for a diversified mix of customers. So far its working – and Sproule says the focus and KPIs are now way deeper than cost per acquisition, with marketing “on the hook all the way through to final conversion, which is settlement”. She’s firmly in “get shit done” mode – and with brokers now a key channel, B2B is next.
Premier Investments reports mixed financial results amidst potential apparel merger discussions with Myer
Premier Investment financial results are in, showing a 2.9% drop in total retail sales to $1.595 billion. But the ASX-listed retailer, which is in the midst of merger discussions with Myer, has couched FY24 as the second-highest sales results in its history, up 25.5% on pre-Covid FY19 levels.