Unilever CEO, Hein Schumacher, sees a third era in the FMCG’s sustainability approach emerging driven by more urgent actions and reallocation of resources around the FMCG giant’s top sustainability priorities.
Author: admin
BMW Group appoints Alexander Brockhoff as ANZ general manager for MINI brand
BMW Group has confirmed Alexander Brockhoff as the new General Manager for its MINI brand in Australia and New Zealand, effective from May 2024.
Decoding the ‘Science of Loyalty’: Intuit Mailchimp’s new report reveals tactics to foster brand loyalty
Intuit Mailchimp has unveiled a new report titled ‘The Science of Loyalty’, which delves into the factors that influence consumer behaviour and decision-making towards brand loyalty. The report offers 12 actionable tactics that brands and marketers can employ to cultivate loyalty among their customers.
SodaStream’s Earth Day celebration: A new sustainable sparkling water maker
SodaStream, the self-proclaimed ‘#1 sparkling water brand’ globally, is marking Earth Day with a sustainable update to its top-selling sparkling water maker, the Terra, which now features an outer shell crafted from 50% recycled materials.
Retail media meets ‘mobility media’: Uber Rides global ad chief says Australia powering as Uber Ride brand ads drive hard sales via Uber Eats app – but funnel collapse pushes ‘brand-formance’ trend to the fore – and 3% CTRs don’t come cheap
Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel “brand-formance” model – brand and performance marketing in a single execution. A younger, richer set exposed to an Uber Ride brand ad is driving hard sales via Uber Eats with delivery and verified “closed loop” attribution. Akkerman was in Sydney last week wooing “hundreds” of agency execs and rattling off big numbers. Coke’s gamified ads in the ride business got a tonne of new customers and orders via Eats. Absolut Vodka got a 28 per cent sales increase, HSBC likewise a major uplift – and they are coming back for more. Put a performance element on a brand ad – and a percentage of people will immediately go and buy, says Akkerman, blurring the line between brand and demand that he suggests is a false marketing construct anyway. Just don’t ask for cheap reach, because advertisers are getting “100 per cent share of voice” with “actual humans, not digital representations” and because “bots don’t hail rides”. Hence why Uber’s bullish on hitting a billion dollar ad business very soon – if it hasn’t already.
Retail media meets ‘mobility media’: Uber ads global chief says Australia powering as Uber Ride brand ads drive hard sales via Uber Eats app – but funnel collapse pushes ‘brand-formance’ trend to the fore – and 3% CTRs don’t come cheap
Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel “brand-formance” model – brand and performance marketing in a single execution. A younger, richer set exposed to an Uber Ride brand ad is driving hard sales via Uber Eats with verified “closed loop” attribution.Akkerman was in Sydney last week wooing “hundreds” of agency execs and rattling off big numbers. Coke’s gamified ads in the ride business got a tonne of new customers and orders via Eats. Absolute Vodka got a 28 per cent sales increase, HSBC likewise a major uplift – and they are coming back for more.Akkerman says the delineation of brand and performance is a false construct. The purpose of brand is ultimately to drive longer-term sales, but put a call to action – a performance element on a brand ad – and a percentage of people will immediately go and buy. People don’t think ‘brand versus demand’, he says, only marketers. But Akkerman reckons that is shifting rapidly in a fast fulfilment world. Just don’t ask Uber for “cheap eyeballs” and rock-bottom rates: “We can seek affordability … but to me it is about return on ad spend.” Whether procurement departments agree remains to be seen. But Akkerman suggests advertisers get what they pay for. He’s claiming Uber ads deliver much higher click through rates, circa 3 per cent versus the “0.000x per cent” brands would be “lucky” to get on other platforms, and is fraud free, because “bots don’t hail cars”. Meanwhile it’s privacy compliant – because everyone has signed up and linked their credit cards. Plus advertisers are connected with “actual humans, not digital representations.” Hence why Uber’s bullish on hitting a billion dollar ad business very soon – if it hasn’t already.
Hipages is transforming from marketplace into a SaaS business that provides CRM and ERP capabilities for tradies, says CEO Roby Sharon-Zipser
Tradie marketplace Hipages, which competes in a $50bn subsegment of the $131bn trade services market, has reached an inflection point, and is now spending circa $9-10m a year developing CRM and ERP-like services for its core audience of tradespeople. In 2025, it will begin development of new capabilities for homeowners as well. It’s all part of a plan to grow profitability and market share in the notoriously fragmented tradie ecosystem. On the marketing front, Hipages is back for a sixth year sponsoring Nine’s The Block, and it has also taken a Platinum sponsorship of rival Seven’s Dream Home, due for launch mid-year.
IPG Mediabrands, Zefr partner to combat misinformation in online campaigns
IPG Mediabrands and Zefr have partnered to tackle misinformation and enhancing brand safety for online campaigns.
Pepsi unveils AI-driven capsule collection in collaboration with Australian designer
Pepsi has launched an AI-first capsule collection, the ‘Pepsi Pulse Collection’, in partnership with emerging Australian designer Jackson Cowden.
Bank of Queensland reports $151m net profit amidst customer headwinds
Bank of Queensland (BOQ) has reflected a solid $151 million net profit in its latest half-yearly results, but flagged a $1bn dip in customer deposits along with increased numbers of customers moving to variable rate mortgages in a bid to reduce overall interest expense in the current economic environment.