Gartner’s latest global CMO survey finds marketing budgets as a percentage of company revenues are at a five-year low. Martech spending is its lowest in 10 years while talent and agencies are likewise getting squeezed. But results-pressured marketing chiefs are ringfencing working media in a bid for short-term growth. Locally CMOs from Uber, Adore Beauty, and one financial services firm, along with Publicis and Orchard executives, suggest overt trimming of marketing budgets is not prevalent – yet. But there is no doubt significant scrutiny is going into every dollar spent to maximise efficiency, productivity and commercial value across the funnel. Responsible marketing is the name of the game, and demonstrating impact – ideally immediately – is imperative.
Author: admin
‘No long-term brand plan, two marketers’: SPC CMO reshapes portfolio for shifting food tastes, goes back above the line, shakes-up agency roster, eyes offshore expansion
Iconic Australian FMCG SPC had a massive 87 per cent brand awareness and a strong portfolio when CMO, Peta Allsopp joined the new-look leadership team. The bad news was that long-term brand strategy was virtually non-existent and it had a marketing team of two. But after re-engineering its balance sheet under private ownership and with a new exec leadership team in place, appetite for change was strong in the business – from the top down. Allsopp has wasted little time, hiring new marketers, shaking up its agency roster and building out the FMCG’s portfolio to better match shifting consumer tastes. She’s aiming to boost exports into Asia as well as re-fire local brands through consistent messaging and building mental availability. But while some brands are now getting above the line investment for the first time in years, there are some things Allsopp’s not going to do. TV partnerships for one.
Honda Australia to build in-house agency, appoints Howatson+Company as new external partner to replace trio of agencies
Honda Australia has announced a significant reshaping of its marketing and agency model, ditching Zenith Media, Wavemaker and TRP and appointing Howatson+Company as its new media and creative agency partner across its Automotive, Motorcycles and Power Equipment divisions.
Webjet explores demerger of leading divisions as it reports record FY24 results
Webjet, the online travel agency, has confirmed it is exploring a separation of its two leading divisions, WebBeds and Webjet B2C via a demerger.
Accor connects up with Everyday Rewards on first points transfer partnership
Accor and Everyday Rewards have joined forced to give Accor’s lifestyle loyalty programme members, ALL – Accor Live Limitless, the ability to transfer their points to the Everyday Rewards program.
Southern Phone slapped with $244,140 penalty for mishandling customer complaints
Southern Phone Company Limited (Southern Phone), owned by AGL Energy, has been fined $244,140 for inadequate customer complaint handling by the Australian Communications and Media Authority (ACMA).
Where partnerships get interesting: Crown, Initiative, Paramount cite commitment to ‘pie in the sky’ thinking as critical to realising MasterChef Alumni dining experience
Nine months into debuting a much-needed brand repositioning, Crown Melbourne has debuted a unique restaurant experience onsite manned by Alumni chefs of TV reality program, MasterChef. It’s a unique partnership all parties behind it say required skin in the game, trust and belief in possibility to realise. It’s seen thousands of consumers join the waitlist for leading chefs – and foodies coming back for second helpings.
Telstra cuts up to 2800 jobs amidst sweeping structural changes
Telstra has confirmed that up to 2,800 jobs may be on the chopping block as the telecommunications business looks to introduce a range of cost cutting measures that will see significant organisational changes to its direct workforce.
ACCC publishes interim digital platforms report, raises concerns over consumer data collection practices
The Australian Competition and Consumer Commission (ACCC) has published the initial findings of its digital platforms services inquiry, raising concerns over consumers’ lack of visibility and choice in data collection practices.
National Breast Cancer Foundation recruits Futurebrand Australia for new brand strategy
The National Breast Cancer Foundation (NBCF), Australia’s leading not-for-profit organisation funding breast cancer research, has teamed up with FutureBrand Australia to develop a new brand strategy.