Nissan Australia has rolled out a national integrated campaign to showcase its e-Power technology, accompanied by a new visual identity for the brand. The campaign was created by Nissan United, a division of TBWA.
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New Coke: CEO hails digital flip and WPP in-house unit as growth powers, CFO becomes marketer pin-up with words every CMO wants to hear; AI coming for product formulations
Coca-Cola, the original TV alpha advertiser, has flipped to digital first, now spending 60 per cent of its circa $4bn media budget on digital. But its digital transformation runs much deeper than media – and it appears to be paying off big time. Revenue in 2023 was up 6.39 per cent and CFO and President John Murphy said its marketing reorganisation is boosting agility and productivity, with marketing “not a cost, but an investment”. CEO James Quincey said its in-house Studio X, delivered by WPP with output underpinned by Hogarth, is powering, “bringing it all together,” per Quincey, with the firm balancing digital and massive experiential events to put cans in hands, build brand and scoop up first party data along the way. It’s now also using AI to help reformulate product. So far it seems to be working.
Coles’ Premium range brand given new visual flavour with Hulsbosch rebrand
Coles has given its premium Private Label range, Coles Finest, a makover, recruiting Hulsbosch to spearhead a brand transformation project for the Australian supermarket chain.
NAB and TBWAMelbourne launch ‘Wrangle Your Money’ campaign as latest in More than Money series
National Australia Bank (NAB), in partnership with TBWAMelbourne and Mindshare, has unveiled a new campaign titled ‘Wrangle Your Money’, the latest in the ‘More Than Money’ brand platform aimed at assisting customers in making informed financial decisions.
Elle Macpherson returns to the catwalk for Paypal runway at Melbourne Fashion Festival
Australian supermodel Elle Macpherson has made a return to the catwalk after nearly 15 years, gracing the PayPal Runway at the Melbourne Fashion Festival. The event is part of the festival’s premium runway series for 2024, and saw Macpherson donning pieces from Australian brands such as Viktoria & Woods, Aje, and Bianca Spender.
Intuit QuickBooks taps Matt Okine to front new collaborative brand campaign effort
Intuit QuickBooks has unveiled its ‘Business Differently’ brand platform, partnering with Australian comedian Matt Okine to create ‘The Okine Hotline’, which features real stories illustrating the impact of QuickBooks and its app for small business owners.
B2C to B2B: ex-Booktopia CMO Steffen Daleng swaps consumer retail for infrastructure, plots IPO path at Jaybro, drives sweeping digital, martech, ecom, brand overhaul – but some agencies too good to lose
“I didn’t know a lot about B2B – I’m fully aware of that. I didn’t know anything about the infrastructure industry,” says Steffen Daleng, ex-Booktopia marketing chief turned CMO of private equity backed Australian B2B infrastructure company Jaybro. But making a cross-category leap has not slowed him down. Tasked with transforming the digital and marketing capabilities of a complex portfolio of brands and businesses as Jaybro works towards an IPO, Daleng has promptly tabled productivity wins and soothed staff heebie-jeebies as he rewires marketing and digital. He hasn’t been shy in kicking off a swathe of transformation programs, from a martech and ecommerce overhaul to a marketing and digital team restructure, brand auditing, getting a handle on out-of-hand merchandising and extending the customer lens. But within all of that – and amid a remit to centralise – its long-term agency partners appear safe: “Either you build the best in the industry; or you accept when something else is better.”
‘Half the impact comes from creative’: System1 customer chief Jon Evans on how to sell-in emotional ad investment to cold, rational CEOs, CFOs – the CMOs nailing it, and why channel mix obsession will waste brands’ biggest investments
Future of TV Advertising international keynote Jon Evans is Chief Customer Officer at marketing effectiveness data firm System1 – and one of the world’s top marketing podcasters. He’s on a mission to help marketers hold the line and sell-in emotional, creative campaign investment to rational, hard-nosed exec teams by better predicting its P&L impacts. While the media industry obsesses on the medium – optimising channel mix, ROI, CPMs, the value equation of the channel – fully half of the business outcome depends on the creative, i.e. the message, per System1’s analysis of 100,000 campaigns. But that message is getting lost says Evans. He wants to help CMOs avoid getting fired by arming them – and the C-suite – with the data to better predict how their ads and massive media investments will perform over the long term. Which just might counteract the accelerating rush to performance channels, with Coke the latest, as marketers seek any kind of validation in the face of exploding remits and intensifying short-term pressure. Plus, he has a toolkit for brand marketers and agencies that unpacks how to build mental availability, cut through and more predictable business results on which to base their media buys.
‘We needed a bigger army’: Accenture Song chief Mark Green says Lumery martech acquisition needed to handle demand amid chief customer officers’ rise, martech-CX-brand mismatch
Accenture Song boss Mark Green said the deal for the 80-staffer martech consultancy The Lumery is about adding firepower, not plugging gaps as demand for end-to-end service capability soars – and the top end of town consolidates CIO, CTO and CMO remits under all-powerful chief customer officers. While some question whether any holdco or consulting firm is truly delivering integrated brand, strategy, tech, CX and data analytics, Green insists accenture Song is walking the talk – and delivering “high double digit” growth as a “standout” performer within the broader Accenture group. Green and the Lumery co-founder and CEO Raj Kumar see that boom accelerating as brands get serious about slicing tech stacks and services that are underperforming and asking much pointier questions both internally and externally in a bid to drive growth through customer experience.
Noni B, Rivers, Katies parent company faces legal proceedings over alleged consumer law breaches
The Australian Competition and Consumer Commission (ACCC) has initiated legal proceedings against Mosaic Brands in the Federal Court over the company’s alleged failure to deliver several hundred thousand products to customers within the advertised delivery timeframes.