ALDI Australia has gone hard on hot cross bun season this year with the addition of a Giant Hot Cross Bun to its Easter bakery range, alongside the launch of a hot cross bun-themed swimwear collection in collaboration with Budgy Smuggler Australia.
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Unilever leverages AI for faster, cheaper product imagery
Unilever is harnessing AI-driven technologies, including NVIDIA Omniverse, to reform its product imagery creation process. By utilising digital twins of its products, Unilever claims imagery production is reportedly two times faster and 50% cheaper, while maintaining 100% brand consistency.
Val Morgan Cinema, Kantar research confirms cinema delivers incremental reach among youth audiences
Val Morgan Cinema has published published a new study examining the effectiveness of cinema in reaching high-value younger demographics, underscoring the role of the channel in the audiovisual mix, particularly its ability to enhance incremental reach and drive efficiency and impact per frequency
The CDP hangover and the cure: How Australia’s post-pandemic customer data frenzy unfolded and where it goes next
Three years ago, Australia was on “a CDP bender”, with marketers wooed by the prospect of a single source of truth linking disparate customer data and the ability to slash customer acquisition costs, activate more smartly and efficiently, delivering personalisation at scale while insulating against a twin pincer of a looming cookie cull and major privacy tightening. In other words, “invest in a CDP and – boom – the money rains down”, per one market observer. Three years on, the landscape has changed, use case development has often stuttered – and a lot of contracts are up for renewal. Sitecore CEO Dave O’Flanagan, mParticle CEO Michael Katz, Forrester’s Joe Stanhope, Adobe’s Gabbi Stubbs, Salesforce’s Leandro Perez and others weigh in on where next, and how.
Australia follows F1’s global fan boom – led by younger set, women and Netflix; brands are in, high hopes for Brad Pitt’s F1 June debut
The Australian Grand Prix (AGP) is done but F1 is flying – audiences are soaring and women are some of the fastest growing cohort. Hence more brands piling in – and getting serious traction – despite tier one sponsorship packages being almost instantly sewn-up. Marketers are therefore getting creative to find other ways in. Pernod Ricard’s St Hugo, four years into its partnership with driver Daniel Ricciardo, has recorded a 12 per cent YoY growth in sales, with a primarily owned and organic social media approach. TCL Electronics has also taken the local approach activating at Melbourne Alfred Park as an official AGP sponsor since 2022. Others, including Chivas Regal, and Australian tech start-ups Airtasker and Airwallex, are racing to grow globally with F1 team partnerships.
Leggo’s brings ‘Something Saucy’ to Melbourne Food and Wine Festival
Leggo’s is set to make its debut at the Melbourne Food and Wine Festival (MFWF) in 2025, with the Australian pasta sauce brand partnering with Super Norma, a pasta bar located in Carlton, for a one-day event titled ‘Something Saucy’.
Human8’s ‘Fulfillment Rewired’ report highlights shift towards intentional living in Australia
Global marketing insight consultancy Human8 has released its 2025 ‘What Matters’ trend report titled ‘Fulfillment Rewired, revealing a notable shift towards intentional living among Australians, with 73% of respondents focusing on self-appreciation and gratitude.
RMIT launches first major campaign since Dentsu Creative appointment
RMIT University has unveiled a new global brand campaign titled ‘What the future?!’, developed in collaboration with Dentsu Creative.
Boomtown taps Cartology’s Francesca Ryan as new marketing leader
Boomtown has appointed Francesca (Franky) Ryan as its new marketing lead, following Nikki Clarkson’s transition to Chief Marketing Officer at the Victoria Racing Club. Clarkson had been acting in the position after the departure of Leanne Glamuzina to oOh!media.
$5.8bn The a2 Milk Company takes influencer plunge, but accuracy risk, contractual arrangements with one-man bands poses thorny issue
ASX-listed fresh dairy milk producer, The a2 Milk Company, has a market cap of $5.8bn. Now it’s working through the upsides and challenges of partnering with paid influencers, often one-man bands ill accustomed to blue chip enterprise contractual rigour – but head of marketing Louise Tomkins is one of a swathe of marketers now recognising influencers as a new mainstream media channel, not just as next-gen paid ambassadors. Taking part in This is Flow’s recent Playgroup event series exploring how to make influencers part of the modern media mix, Tomkins shares with Mi3 why a2 Milk willing to place the bet even as it works to navigate its way through the assurances needed to truly embrace creators as a paid channel – and the challenge of metrics available right now through platforms such as TikTok.