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Reputation hits overcooked: Supermarket gouging pressure won’t see shoppers switch, says Brand Finance chief – but Commbank flips Woolworths as Australia’s most valuable brand at $15.7bn

Commbank has usurped Woolworths to become Australia’s most valuable brand for the first time in five years. The shift comes as Australia’s supermarket duopoly face sustained negative reputational pressure due to allegations of price gouging. But corporate affairs and marketing chiefs needn’t think the sky’s falling in when crises hit, per Brand Finance MD, Mark Crowe. Customers are highly unlikely to go the extra mile to do the shop – and impacts can be managed. But he warns long-term reputational hits will do upstream damage. Meanwhile, though brand value scores indicate how brand contributes to profit and economic growth, Crowe cautions against using it as a KPI for marketing teams.

Flywheels over funnels, intimacy, ‘low martech’ and influence over mass ‘shotgun’ reach: Four Pillars cofounder on repeating the trick globally under Kirin-owned Lion

Four Pillars Gin is now four times the size of the entire Australian premium gin category when it started in 2013. Much of the category’s explosive growth is down to three cofounders having a crack, while seeing off the cops, who thought they were making meth. Now under Lion’s ownership, itself part of Japanese drinks giant Kirin, two of the founders – ex-Olympian Cameron Mackenzie and PR man Stuart Gregor – have “gracefully” exited. But the third founding partner, former global strategy boss at IPG’s Jack Morton Worldwide, Matt Jones, is still in. He thinks Australia deserves a global spirits business spearheaded by botanical alchemy, experience, craft, influence and intimacy over mass “shotgun messaging”. Jones is also a reluctant martech convert, valuing old school customer experience and its intangibles over measuring clicks and other marketing metrics. He likewise places far greater value on flywheels than marketing funnels. While the direct-to-consumer growth hacking playbook that fuelled start-ups a decade ago is now a relic of its time, Jones thinks many of the Four Pillars lessons and tricks are repeatable today for those that distil the fundamentals. But there are some key differences. Here’s his take on what made the business succeed and where Four Pillars – and Lion’s expanding spirits business – goes next.

Banking on personalisation: TSB Bank CMO on delivering more magic than misery for customers – and 300% home loans boost

Personalised product rates, piping micro-segmentation into owned and paid channels for more effective and personalised messaging, making marketing as much about service as advertising and better consent management are all part of TSB CMO, Emma Springham’s plan to improve customer outcomes at the mutual bank. Having been hit with multi-million-dollar fines by the UK’s financial regulatory body for historically lacking suitable systems to address customers falling into arrears, plus confronted by more rigorous UK consumer duty laws cracking down on financial services players, you could argue there are hefty regulatory reasons why TSB should do so. But Springham views the new laws as an enabler that’s further supporting her proactive, cross-functional and data-driven approach. The aim is to provide more “magical” than “miserable” customer experiences by highlighting and prompting around personalised benefits, she says, improving money confidence and taking the anxiety out of increasingly complex products during a cost-of-living crisis. Plus, it helps the results are coming down the line already, including a 300 per cent home loan sales boost in one month.

Gina Rinehart’s Hancock prospecting flagged up for investigation for alleged greenwashing

Ad Standards, the Australian advertising watchdog, is currently investigating Hancock Prospecting, a company owned by Australia’s wealthiest individual, Gina Rinehart, over allegations of greenwashing.

LinkedIn’s new data reveals job search frustrations and a new tool to help

LinkedIn’s latest research shows nearly seven in 10 marketing professionals are expected to be on the hunt for new jobs in 2025, but more than half can be expect to be ghosted as they seek out their next gig.

Amanda Laing to front new broadcast, streaming division at Nine; Liana Dubois, Martin Kugeler gone in sweeping restructure

Nine has joined its Australian media peers in thinning out its top brass in the name of a more streamlined operating model, locking in new structure that will see the company’s media assets split into three divisions – Streaming & Broadcast, Publishing, and Marketplaces.

Drumstick unwraps ‘Classic’ brand platform with 20 out-of-home executions

Drumstick, in collaboration with longstanding creative agency partner, Sickdogwolfman, has launched a new brand platform titled ‘Classic’. The campaign includes a launch film and over 20 situational, contextual, and location-based out-of-home executions, as well as social and digital executions.

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Author: admin