Tourism Tasmania has launched a new iteration of its award-winning Off Season campaign, inviting holiday goers to ‘Become a Winter Person’.
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‘Not a paint by numbers solution’: David Droga joins Accenture Song’s global tech-creative posse to build NRMA Insurance’s ambition for a ‘world leading’ customer experience model; one brand team, one global tech-creative firm to run it all
IAG Chief Customer & Marketing Officer Michelle Klein returned to Australia last May after more than a decade abroad and embarked on arguably one of the most ambitious – and interesting – corporate customer experience transformation programs in this market for a long time. Such was the complexity and need for top tech and creative talent across every customer touchpoint for NRMA Insurance – think digital channels, apps and websites, retail customers, communities large and small, mass and personalised communications and customer acquisition and retention – that Klein opted for one external partner to work on everything with her team. It’s what Accenture Song’s ANZ boss Mark Green says is a ‘lighthouse project’ globally for the firm – backed up by New York-based Global CEO David Droga and Creative Chairman Nick Law. Droga says his firm has spent the past decade bringing global tech and creative capabilities together and he says NRMA Insurance will be an international proof point on why end-to-end CX programs need more creative thinking and execution, not just an off-the-shelf tech template, particularly as AI continues its march into commerce and society. “Like all these new technologies, it sets new horizons where everyone gets so excited about what the technology allows us to do that we put aside our creativity for a bit of awe in what that technology allows. Then when we realise that everybody can do exactly the same thing with that technology, everyone’s like, ‘oh, we need to innovate with that, where’s the tech, where’s the creativity?'”Klein agrees the killer combo is tech with creativity and innovation, done differently. Some of the new program will be ready for the Paris Olympics in July when NRMA Insurance will make much of heading into its 100th year. But like her broader mantra on reinventing CX across every touchpoint for NRMA Insurance, the Olympics will do likewise. “It’s not just linear TV, this is a fully integrated…program,” she says. “What I love about this partnership with Nine is that it will reach almost the entire population in a way that they’ve thought through every channel, every touch point.”So here’s how Klein, Droga, Law and Green see the grand plan unfolding and how they’re measuring success.
Australians trust climate experts over politicians and influencers, Ogilvy PR study reveals
Ogilvy PR has unveiled the findings of its latest Believability Index, and while the majority of Australians are placing their trust in climate experts, more than one in five have doubts that any group is believable when it comes to clean energy communications.
Telstra and +61 launch first joint campaign: ‘From Space to Your Place’
Telstra, in partnership with its new bespoke agency +61, has launched its first campaign for Telstra Satellite Home Internet, powered by Starlink.
Beyond Bank Australia appoints Christian Johansson as new CMO
Westpac’s former head of customer marketing, Christian Johansson, has become the new chief marketing officer of member-owned banking group, Beyond Bank Australia.
Supermarket chains face $10m fines but no break-up under new conduct code
Supermarket heavyweights Woolworths, Coles, ALDI and Metcash could be facing substantial fines under a new mandatory food and grocery code of conduct but are unlikely to see a forced sell-off of assets, called for by some.
Coles partners with Kitchenaid for new collectable campaign
Coles has struck a partnership with KitchenAid for a new collectable campaign, offering an ovenware range made from stoneware and cast iron.
McDonald’s Australia revives iconic Big Mac chant in major campaign with DDB
McDonald’s Australia, in collaboration with DDB Sydney and OMD, has launched a significant new campaign to reintroduce the iconic Big Mac chant.
Allied Pinnacle and Molasses gear up for ‘wise wheat’ launch
Allied Pinnacle, a flour milling and bakery business with a history spanning over a century, has enlisted the services of FMCG brand and design agency, Molasses, for the launch of its new product, ‘Wise Wheat’.
Tourism Tasmania and Starcom Australia collaborate with Guardian Australia for ‘Tales from the Island’ content partnership
Tourism Tasmania and Starcom Australia have joined forces with Guardian Australia in a content partnership.