Using a physical newspaper to convince young blokes to stop driving while under the influence of alcohol isn’t necessarily the first thing that springs to mind when plotting out a new drink driving awareness campaign. But the combination of print, then online, satire – in the form of the Betoota Advocate – and two years of persistence by the Queensland Department of Transport team paid off, triggering millions in reach and a +10.5 per cent baseline increase in belief in the consequences of drink driving. It’s an effort that’s now won four awards and counting, most recently the Australian Marketing Institute’s Marketing Excellence Award for Content Marketing.
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Bega Group rides ‘Oomph’ wave with Dairy Farmers’ fresh masterbrand campaign
Bega and its recently appointed agency The Royals, have unveiled the first masterbrand campaign for Bega Group’s flagship brand, Dairy Farmers. The campaign, themed around the word ‘Oomph’, seeks to encapsulate the essence of what Dairy Farmers delivers to Australians daily.
New retail giant emerges: Myer and Apparel Brands to unite
After months of discussions, Myer and Premier Brands are going ahead with their merger agreement, combining the Myer apparel portfolio with Premier’s Apparel Brands portfolio including Just Jeans, Jay Jays, Portmans, Dotti and Jacqui E.
Stan CMO Diana Ilinkovski steps down after decade-long tenure
Stan CMO Diana Ilinkovski has resigned from the post after nearly a decade with the streaming services player.
Spotify and Afterpay unveil ‘Gift Generator’ to personalise shopping experience fuelled by music intelligence
Spotify has launched its largest-ever Afterpay partnership, introducing the ‘Gift Generator’ through Spotify’s ‘The Stage’ format to leverage data for personalised gift ideas.
Data paralysis, short-termism, lack of commerciality stopping marketers from making decisions, says Australian Marketing Institute CPM Award winner
This year’s winner of the Australian Marketing Institute’s Certified Practising Marketer award, Paper + Spark’s Paul Everson, is in plenty of conversations right now, but reports a market afraid to commit to decisions as socio-economic uncertainty and short-termism persist. It’s not helping many marketers are either struggling to draw insights from data, or lack commercial nous to connect the dots to the business bottom line, he says – a big reason why skills development programs like Certified Practising Marketer are so critical to the industry. But with the core fundamentals of marketing as solid as ever – even with more channels and sophisticated terminology at our disposal – this experienced agency leader, marketing industry mentor and Uni lecturer is keen to see the industry embrace big M marketing with more confidence.
Mosaic Brands brings in administrator and receiver after failing to secure support for restructure, ACCC resolution
Mosaic Brands, owner of budget clothing brands including Noni B, Millers, Katies and Rivers, has gone into administration and brought in the receivers after failing to secure support for a restructure from several investors and a resolution with the ACCC on alleged breaches of Australian Consumer Law.
MYOB uses its CDP to turbocharge experimentation and delivers a 20% re-engagement rate on abandoned carts
Australian accounting software powerhouse MYOB was a pioneer in the use of customer data platforms (CDPs) in Australia. Even a decade later, the technology is still delivering new and impressive benefits, and equipping the brand for a new stage of technology innovation: Personalisation at scale.
Penfolds Grange redesign for young rich set pays off; Mad Paws slips pets between the sheets – the data, macro trends and loyalty powering retail CX rethink
There were audible gasps when the Treasury Wine Estates board saw the first non-red Penfolds Grange gift box designed by creative collaborator, Japanese artist, Nigo, earmarked for the ever-younger luxury market. But as chief data and technology officer, Kate Whitney, points out, all the consumer insights, demand zone mapping, consumption occasion trends, moments and retail markers make it plain: Disrupting the wine category by building cultural credibility and meeting changing retail experience expectations is critical if Penfolds is to win against declining wine preferences. The former CMO joined Mad Paws CEO, Justus Hammer, plus FiftyFive5 head of cultural forecasting, Michelle Newton, to debate the facets of future retail and changing consumer views of value on a panel at the recent SXSW Sydney event.
54% of Aussie creators are using AI, reveals Social Soup’s latest research
Social Soup has released fresh research on the use of Artificial Intelligence (AI) in content creation, finding 54% of Australian creators are utilising AI in their content creation process, and 20% using it on a weekly basis.