Danielle Keighery’s last-minute backflip on joining Optus in favour of becoming the new group leader for corporate affairs at Qantas comes as her former employer, Crown Resorts, rounds out a major reshaping of its functional remits with new group executive GM of brand and marketing, Yolanda Uys. The former Coles Liquor, Reece, Cussons and Cadbury’s marketer takes the reins from Adam Ballesty, the former Domino’s and Diageo CMO who had joined Crown Resorts last April and helped execute the new brand platform, ‘Here’s where things get interesting’. Ballesty left before Christmas.
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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.
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.
Australian Red Cross tackles massive shadow IT, cutting 30 of 240 apps but connecting most in new ‘dataverse’ that delivers greater governance, efficiency and a single view of customer
When Australian Red Cross CIO Brett Wilson turned the spotlight onto the organisation’s many applications, he discovered 89 per cent were shadow IT, bought without the knowledge or control of the tech group. It turns out most were necessary, because despite decommissioning almost 30 apps, he has still 240 apps three years later, as many as he started with. But there’s a big difference. Data now flows freely and securely around a software ecosystem built upon a bedrock of Microsoft’s marketing automation, customer relationship management, enterprise resource planning and HR. That’s delivering improved stakeholder experiences, great transparency and governance, and more organisational efficiency.
The questions CMOs wished they’d asked as junior marketers: ABC Audience Director Leisa Bacon, Digital Wellness MD Nicole McInnes and ex-Movember, Visa, Woolies marketer Chris Taylor
It’s a popular question that features in agony aunt columns across the world: What can your older and wiser self tell your younger self about what really matters, and what should you have done differently to get there faster that would have avoid all that angst? Mi3 asked three experienced, senior and former Australian marketing chiefs to see if they could save younger marketers from suffering the same pitfalls and fast-track success. We asked: What are the questions you wished you had asked when you were a junior marketer?
Australian Open 2024: record-breaking attendance, digital engagement and global reach
The Australian Open 2024 (AO) has shattered several records, including attendance and digital engagement, demonstrating the event’s growing global appeal.
Beatgrid’s analysis of 500+ global campaigns reveals changing viewer patterns
Advertising effectiveness player, Beatgrid, has analysed data from over 500 global advertising campaigns, revealing insights into shifting viewership patterns as consumers move between Linear TV, Connected TV (BVOD + AVOD), and Online Video in search of the best content.
Visa rallies behind four Australian athletes for Paris 2024 Olympics and Paralympic Games
Visa, the global payment technology sponsor of the Olympic and Paralympic Games, has announced four Australian athletes joining Team Visa for Paris 2024.
Link Group CMO calls for stronger AI protocols in creative campaigns
The chief Marketing Officer of financial services organisation, Link Group, Wendy Mak, has called for stronger protocols around the use of generative Artificial Intelligence (AI) in creative campaigns.
Greenhushing replaces purpose: Infosys’ global CMO on holding the ESG line, AI at the Australian Open and three foundational lessons
Purpose has been replaced by greenhushing as corporates and their marketing teams eye regulators with caution and an apparent turning of consumer-investor sentiment. But Infosys global CMO, Sumit Virmani, says purpose isn’t dead. Brands just have to actually deliver on the promise, though Virmani agrees clarity is needed if marketers are going to harness purpose as a strength, not a crutch. Meanwhile, he unpacks how AI innovation – marketing’s other whopper topic – can drive success and exactly how it’s doing so for both Infosys and the AO at this year’s grand slam.