A new global survey conducted by Ipsos has revealed half of Australians believe their society is ‘broken’ and the country is in decline.
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Alinta Energy launches ‘True Power’ to educate Australians on energy transition
Alinta Energy has unveiled a new brand platform, ‘True Power’, aimed at educating Australians about their energy sources and the transition to net zero. The campaign, presented through an animated world, was created in partnership with BMF and Buck. It is backed by The Verve’s track, ‘Bittersweet Symphony’. The ‘True Power’ campaign explains that a blend of different energy sources is currently required to provide reliable and affordable energy. The campaign will be rolled out across TV, OOH, radio, and digital display.
Berries Australia launches first ‘Berry Basket’ campaign with Media Merchants
Media Merchants has launched its first campaign for Berries Australia, following a successful pitch last year. The ‘Berry Basket’ campaign is a collaboration between berry growers across Australia, led by Berries Australia and delivered through Hort Innovation.
Qantas appoints Tina Morrell as Head of Customer Strategy and Journey
Qantas has appointed Tina Morrell as its new Head of Customer Strategy and Journey. She joined the airline shortly before Christmas.
Bendigo and Adelaide Bank reports steady growth amid economic challenges
Bendigo and Adelaide Bank Limited has reported its interim financial results for the half year ended 31 December 2023, noting strong customer growth through more digital offerings while highlighting its emphasis on profitable growth.
L’Oreal, Unilever, Diageo, Kellogg’s, Gucci, Mondelez and Ford pump ad budgets; Google, Amazon, Meta cut theirs and grow – Brian Wieser on resurgent performance spend sidestepping TV
Some media companies are feeling the heat on what they describe as a tightening advertising market, particularly linear TV. But there’s a very different story coming out of investor briefings in recent weeks at some of the world’s biggest brands. Many are increasing their advertising and promotion and much bigger overall marketing budgets. Some of these listed CFOs and CEOs apparently agree with marketing’s brand building champions – at least at face value. L’Oreal’s overall advertising and promotion budgets, for example, pumped 11 per cent in 2023. Unilever, Diageo, Kellogg’s, Gucci, Mondelez, Ford and big insurance companies all told investors they’re upping advertising and marketing budgets. But Brian Wieser, a long-time US-based equities analyst who founded Madison and Wall thinks most are piling into performance for short-term hits that “helps them justify their existence for another year”. Long or short, they are unmistakably pulling further away from the zero-based budgeting ethos that saw Kraft Heinz “explode”. Ironically, the big walled gardens now hoovering up all that increased investment from brands are now looking seriously at zero-based budgeting, per Wieser, with potential fallout for media’s supply chain.
L’Oreal, Unilever, Diageo, Kellogg’s, Gucci, Mondelez and Ford pump ad budgets; Google, Amazon, Meta cut theirs and grow – Brian Wieser on resurgent performance spend sidestepping TV
Some media companies are feeling the heat on what they describe as a tightening advertising market, particularly linear TV. But there’s a very different story coming out of investor briefings in recent weeks at some of the world’s biggest brands. Many brands are increasing their advertising and promotion and much bigger overall marketing budgets. Some of these listed CFOs and CEOs apparently agree with marketing’s brand building champions – at least at face value. L’Oreal’s overall advertising and promotion budgets, for example, pumped 11 per cent in 2023. Its global CEO told investors the company had seen “spectacular productivity increases of up to 10 to 15 per cent” for L’Oreal brands that have trialled its proprietary AI tool called a BetIQ to measure and improve L’Oreal’s advertising and promotion investments. It’s aiming to roll the tool out across 60 per cent of ad investments globally by the year-end.L’Oreal is no outlier. Unilever, Diageo, Kellogg’s, Gucci, Mondelez, Ford and big insurance companies all told investors they’re upping advertising and marketing budgets. Ironically, the main sector hacking ad spend is tech, the very platforms hauling in circa 60 per cent of that global budget growth.Unpacking the apparent disconnect is Brian Wieser, a long-time US-based equities analyst who founded Madison and Wall, on the listed marketing services holdcos such as WPP, Omnicom, Publicis and IPG, and an avid watcher of listed brand owners and what their CEOs and CFOs say about their marketing investments.We’ve made this podcast a two-parter. The first takes on big brands and what’s happening with their ad and marketing budgets. Part two dives into media and the holdcos – where two of the big five are doing better than most for one key reason.
Taylor Swift’s authenticity resonates with Gen Z, Millennials, boosting consumer spending, says Getty Images
Taylor Swift’s brand, built around authenticity, has had a noticeable impact on consumer spending, particularly during her Australian Eras tour.
C-suite regard for CMOs is surging, leading to greater responsibility over revenues and profit. Now marketers, especially in Australia, are embracing Gen AI to drive the next wave of transformation, Capgemini’s new global study finds
Greater digital connectivity with customers seems to have delivered a career boon for CMOs, who are now much more likely to be regarded as drivers of revenue growth and profitability, and as directly responsible for the customer experience, according to a Capgemini global study. Furthermore, with the emergence of generative AI CMOs, especially in Australia, marketers are embracing the potential of this emerging technology to improve areas such as data analytics, personalisation and campaign creation. And they are already looking forward to the day when they can build brand and customer avatars as a central part of customer experience. But they are not blind to the challenges and risks, with the number who believe the benefits of generative AI outweigh its costs and risks dropping by almost a third compared to another study earlier last year.
Brighter Super overhauls commercial team, promoting one marketer, hiring another and elevating CX as it flicks the switch from inorganic growth to growth through customer retention and experience
Brighter Super, the amalgamation of several superannuation firms including LGIAsuper, Suncorp Portfolio Services and Energy Super, has reshuffled its executive leadership team to emphasise brand, product and experience. It’s a move its newly installed commercial chief says is critical as the firm flicks the switch from several years of acquisition to solidifying its customer base and focusing on organic growth.