Velocity Frequent Flyer and AGL Energy have announced a strategic partnership that will enable Australians to earn Velocity Points through their electricity and gas plans.
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La Trobe Financial’s ‘Grandpa’s Gift’ reflects shift from product-centric to human-centric messaging
La Trobe Financial, an Australian brand specialising in asset management and real estate lending solutions, has launched a new marketing campaign titled ‘Grandpa’s Gift’. Developed by creative agency Bastion, the work marks a significant shift from product-centric to human-centric messaging .
4x loyalty members in 3 years, huge SOV gains, holding the line on media, playing the long game, resisting discounting amid crunched consumer spend – how ex-McDonald’s CMO Jo Feeney is reshaping jeweller Michael Hill
It’s the sort of longer-term shift in brand narrative, customer base and commercial impact strategic CMOs crave. Three years on from becoming marketing chief at jewellery retailer, Michael Hill, Jo Feeney has seen loyalty program numbers increase by 1.5 million to over 2m, average transaction values lift circa 30 per cent, and a growth cohort of customers progressively responding to its premiumisation play. Playing the strategic long game hasn’t come without its challenges – the jewellery retailer hasn’t been immune to tough retail conditions and over the first six months of the financial year, overall sales remain flat. Several stores closed and executive redundancies occurred. But the jeweller retailer is holding firm. Now Feeney is about to unveil her latest program of work: A rebrand two years in the making, stretching from refreshed design systems and brandmark to Michael Hill’s first brand ambassador and a new-look retail approach.
When bold B2B marketing bets hit pay dirt: Workday’s global Rockstars campaign blows up consideration, awareness, trust, leads up 50% – Billy Idol, Gwen Stefani and Travis Barker sign on for part II
After five years of diminishing incoming demand, finance and HR SaaS brand Workday embarked upon what its CMO Emma Chalwin called a bold brand strategy that has already powered massive gains in awareness, consideration, trust – and crucially, leads. Sales is now drinking the brand Kool Aid and the company, which has reached a growth inflection point with its global and vertical market expansion, is lifting the curtains on the second act of its award-winning Rockstars campaign as it chases giant tech brands like Oracle, SAP and Microsoft.
Beyond Bank Australia appoints Christian Johansson as new CMO
Westpac’s former head of customer marketing, Christian Johansson, has become the new chief marketing officer of member-owned banking group, Beyond Bank Australia.
Tourism Tasmania, BMF launch latest installment of the Off Season campaign
Tourism Tasmania has launched a new iteration of its award-winning Off Season campaign, inviting holiday goers to ‘Become a Winter Person’.
Telstra and +61 launch first joint campaign: ‘From Space to Your Place’
Telstra, in partnership with its new bespoke agency +61, has launched its first campaign for Telstra Satellite Home Internet, powered by Starlink.
Australians trust climate experts over politicians and influencers, Ogilvy PR study reveals
Ogilvy PR has unveiled the findings of its latest Believability Index, and while the majority of Australians are placing their trust in climate experts, more than one in five have doubts that any group is believable when it comes to clean energy communications.
‘Not a paint by numbers solution’: David Droga joins Accenture Song’s global tech-creative posse to build NRMA Insurance’s ambition for a ‘world leading’ customer experience model; one brand team, one global tech-creative firm to run it all
IAG Chief Customer & Marketing Officer Michelle Klein returned to Australia last May after more than a decade abroad and embarked on arguably one of the most ambitious – and interesting – corporate customer experience transformation programs in this market for a long time. Such was the complexity and need for top tech and creative talent across every customer touchpoint for NRMA Insurance – think digital channels, apps and websites, retail customers, communities large and small, mass and personalised communications and customer acquisition and retention – that Klein opted for one external partner to work on everything with her team. It’s what Accenture Song’s ANZ boss Mark Green says is a ‘lighthouse project’ globally for the firm – backed up by New York-based Global CEO David Droga and Creative Chairman Nick Law. Droga says his firm has spent the past decade bringing global tech and creative capabilities together and he says NRMA Insurance will be an international proof point on why end-to-end CX programs need more creative thinking and execution, not just an off-the-shelf tech template, particularly as AI continues its march into commerce and society. “Like all these new technologies, it sets new horizons where everyone gets so excited about what the technology allows us to do that we put aside our creativity for a bit of awe in what that technology allows. Then when we realise that everybody can do exactly the same thing with that technology, everyone’s like, ‘oh, we need to innovate with that, where’s the tech, where’s the creativity?'”Klein agrees the killer combo is tech with creativity and innovation, done differently. Some of the new program will be ready for the Paris Olympics in July when NRMA Insurance will make much of heading into its 100th year. But like her broader mantra on reinventing CX across every touchpoint for NRMA Insurance, the Olympics will do likewise. “It’s not just linear TV, this is a fully integrated…program,” she says. “What I love about this partnership with Nine is that it will reach almost the entire population in a way that they’ve thought through every channel, every touch point.”So here’s how Klein, Droga, Law and Green see the grand plan unfolding and how they’re measuring success.
Supermarket chains face $10m fines but no break-up under new conduct code
Supermarket heavyweights Woolworths, Coles, ALDI and Metcash could be facing substantial fines under a new mandatory food and grocery code of conduct but are unlikely to see a forced sell-off of assets, called for by some.