A struggle for consumer brand loyalty due to slowing economic growth across APAC along with the displacement of 100,000 global frontline agents thanks to Gen AI are among Forrester’s top predictions for B2C marketing and CX in 2025.
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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.
Trust crisis: 68% of Aussies won’t buy from brands they don’t trust, according to Twilio 2024 consumer study
Twilio’s 2024 Consumer Preferences Report reveals a significant trust issue among Australian consumers, with 68% stating they would not purchase from a brand they do not trust. The report, based on a global survey of 3,900 consumers, including 300 Australians, highlights the importance of trust in brand-consumer relationships.
QBE latest insurer to face Federal Court proceedings over allegations of misleading discounts
The Australian Securities and Investments Commission (ASIC) has initiated Federal Court proceedings against QBE Insurance, alleging the company misled customers about the value of discounts offered on certain general insurance products.
Hoyts unveils new and improved app for loyalty members
Australian cinema chain Hoyts has unveiled a new app exclusively for its Rewards loyalty members.
ANZ wraps creative pitch, banks on Leo Burnett
ANZ has appointed Leo Burnett as its new creative agency of record, wrapping up a drawn out pitching process first announced publicly by the bank in May.
Privacy and eSafety Commissioners: Curbing big tech’s ‘data extractivism’ will improve web privacy and safety; teen social media ban may not
It is a mistake to pit the priorities of online safety against those of online privacy, and many of the people who do so represent the interests of giant digital platforms that promote the idea of a decentralised open web, despite having enclosed and centralised control of that same global infrastructure. That was a key message from Privacy Commissioner Carly Kind, eSafety Commissioner Julie Inman Grant, lawyer and human rights activist Lizzie O’Shea, and UNSW Criminology Professor Michael Salter at SXSW last week. The “data extractive business models” of digital giants came under heavy fire and limiting those models was described as the best way to limit privacy and safety harms by removing the economic incentives that underpin “surveillance capitalism.”
General Motors ignites love story between driver and machine in first ANZ Corvette campaign
General Motors Specialty Vehicles (GMSV) is set to launch a new campaign for its eighth-generation Corvette lineup. The campaign, developed in collaboration with MBCS, MIK Studio, and director Jolyon Watkins, features the all-new Corvette E-Ray, along with the existing Stingray and Z06 models.
Writing for bots: Conversational commerce ‘explosion’ set to trigger up to $200bn in global brand content contracts – Deloitte Digital
Six months ago conversational commerce wasn’t really on the radar of Deloitte Digital’s National Lead Partner Leon Doyle. Now Doyle is reorganising his entire content team around it – and believes it’s coming at the $200bn content industry like a freight train. AI-powered chatbots and the speed at which all major platforms are developing and deploying, particularly on messaging apps, are accelerating – ultimately they’re heading to full-funnel capabilities where in travel, for example, discovery to purchase is completed in a single conversational thread. Doyle says brands must prepare for far more content governance to clear “content debt” fast. I.e. start writing not only for humans, but commerce-enabling AI applications which will ingest forgotten, incorrect, outdated or even misleading corporate information and content lurking in digital corners that the bots will otherwise scrape to build their customer responses from. That means restructuring content architecture and taxonomies and focusing on “conversation design, not just content design”, says Doyle”This is what my team are doing. They’re thinking about AI conversation strategy … rather than design just for one platform, they’re actually thinking about how they structure content in modules for conversations across multiple modes – website, app, chat.”While Doyle cites a handful of brands including Commbank and Qantas aiming for early mover advantage locally, Deloitte Digital’s Global Marketing and Commerce Lead, Nick Garrett, says conversational commerce is “exploding in every market”. He thinks the impact on content economics is seismic – with everything that existed pre-AI at risk of obsolescence.”If $200 billion is moving into play …. no client, no organisation, could not be looking at this at a forensic level.”As Doyle puts it: “If you’re not thinking actively about your content debt, your content supply chain, start right now. Because the machines are here, they’re learning from your content, and we need to be good teachers to them.”What does it mean for the broader content supply chain? Disruption for all but absolute tier one providers, per Garrett. “If your bread and butter was making [content at] scale and you’re dependent on bums and seats, a little bit of automation and a bit of offshore, you’re probably staring into a pretty uncomfortable place right now.” For pretty much everyone on the brand-side, it means content creation is moving into a risk management business. Doyle’s advice for CX’s next big overhaul? Keep it “simple, human and trustworthy”.
Machine to machine CX and conversational commerce ‘explosion’ set to trigger up to $200bn in global brand content contracts – Deloitte Digital
Machine-to-machine CX and an explosion of conversational commerce is set to bring $200bn of brand content contracts into play, forcing a total rethink for corporates, content firms and creators of all creeds for how they structure and deliver content for bots to read, process and action commerce and broader customer experience. Deloitte Digital is already retooling its entire content team to do just that. National Lead Partner Leon Doyle and global marketing and commerce boss Nick Garrett say brand-owned content and marketing is taking a swing to risk management and governance and brands must clear “content debt” fast or gamble on commerce-enabling AI applications scraping and ingesting forgotten, incorrect, outdated or even misleading corporate information and content lurking in digital corners. Garrett says conversational commerce is “exploding in every market” globally and thinks the impact on content economics is seismic – with everything that existed pre-AI at risk of obsolescence. That reality is likely also driving the next classic re-invention of consulting services and advisory practices.