Myer Holdings has released a trading update and guidance on its expected results for the 26-week period ended 27 January 2024 (1H24). The company reported a marginal 0.1% increase in Group Comparable Sales compared to 1H23, reflecting the strength of its improved customer value proposition under the Customer First Plan. However, Total Sales for 1H24 are expected to be down 3.0% on 1H23 to $1,829.1m, but still 13.8% higher than pre-Covid 1H20.
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Lessons from Dove’s Campaign for Real Beauty: Unilever marketers forgot product in ‘purpose’ mission; ESG now corporate ‘Voldemort’ but employee, stakeholder strategies a ‘massive opportunity’ for marketing influence in c-suite: Institute for Real Growth
It’s not often Suncorp’s CMO Mim Haysom is mentioned in the same conversation as Leonardo da Vinci but the latter’s rare ability to combine creative and analytical thinking is what 50 Australian CMOs working with WPP were briefed on recently as the next frontier for business growth and their own professional cred and advancement.Indeed, Marc de Swaan Arons, a former Unilever marketer who co-founded the non-profit Institute for Real Growth (IRG) – backed globally by Google, Meta, WPP and Tata Consulting – says there’s a ‘massive opportunity’ for marketers to increase influence and impact with executive leadership colleagues via ‘humanised growth’. How? In this instance, it’s by customer-minded marketing bosses offering their strategy and insights nous to help build out divisional and all-of-company stakeholder-employee management blueprints and programs. It may seem fanciful and foreign to already stretched marketing remits but a new global study by IRG across 450 CEOs, CFOs, CMOs and HR leads suggests the notion would be welcomed by company leaders and seen as a credibility enhancer for marketers – if they don’t turn it into a land grab on colleagues.Suncorp’s Haysom and Piedmont Healthcare’s CMO Douwe Bergsma (US) are already front-running the trend, says de Swaan Arons, who also injects some cool pragmatism into the ESG, DE&I and purpose programs often championed by marketing teams. He cites the raging success and subsequent reality check for marketers working on Dove’s acclaimed Campaign for Real Beauty rollout in 2004 – within two years of that launch, it was in trouble. Purpose had usurped product development. Here’s more from de Swaan Arons and the Institute for Real Growth’s new study.
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Lessons from Dove’s Campaign for Real Beauty: Unilever marketers forgot product in ‘purpose’ mission; ESG now corporate ‘Voldemort’ but employee, stakeholder strategies a ‘massive opportunity’ for marketing influence in c-suite – Institute for Real Growth
50 Australian CMOs have just been briefed on a “massive opportunity” for marketers to increase influence and impact with executive leadership colleagues via ‘humanised growth’. How? By offering their strategy and insights nous to help build out divisional and all-of-company stakeholder-employee management blueprints and programs. But it’s crucial to avoid making those cross-departmental overtures appear a land-grab, says former Unilever marketer turned Institute for Real Growth (IRG) co-founder Marc de Swaan Arons. In town with the IRG’s latest study across 475 CEOs, CFOs, CCOs, CMOs and HR chiefs, he rejected the idea that marketers are too crunched by exploding remits to drive higher order value creation by breaking down silos – they have teams to do the tactical legwork, he suggests. He’s also scathing on misguided purpose and ESG, which has trapped his former employer in the past and is acquiring “Voldemort” status among boards. Corporate purpose, he says, is not social purpose – and is a cornerstone of the IRG’s five-point plan to drive ‘Humanised Growth’. The likes of Suncorp and CMO Mim Haysom, reckons de Swaan Arons, are nailing it.