Unilever has tripled its marketing investment in the gaming sector over the past three years, leveraging partnerships with platforms such as EAFC, Fortnite, Roblox, and Minecraft to engage new consumers for its Personal Care brands.
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Adobe taps Dentsu Creative for global Digital Media account; picks Stagwell network for campaigns and social
Adobe has chosen Dentsu Creative as its lead global scaled creative and content agency for its Digital Media Business (DMe). The tech vendor has also appointed Stagwell as its global lead for creative campaigns and social content for its DMe business.
Optus leans into small business support in new campaign from Emotive
Optus has collaborated with independent creative agency Emotive to launch a new integrated campaign and brand platform for the Australian small business community, titled ‘We’re All In’.
Chery Motors taps M&C Saatchi Group for Jaecoo brand launch in Australia
Global automotive manufacturer, Chery Motors, has appointed M&C Saatchi Group to spearhead the launch of its Jaecoo brand in Australia. The partnership will utilise various disciplines from the M&C Saatchi Group, including Creative, PR, Influencer, and Social.
Hydralyte aims to drenches thirst with first TVC in three years
Hydralyte has debuted its first work with Five by Five Global – an TVC called ‘Drench your Thirst’ which employs hyperbole to amplify the impact of the rehydration formula.
Engagement vs enragement: Pinterest chiefs challenge rivals on mental health, teen protection, vie for performance ad dollars amid acquisition cost crunch, Mecca, Pandora, Adidas buy-in
Pinterest aims to put clear air between itself and rival platforms under pressure globally over mental health and algorithm-induced anxiety and the prospect of teen bans locally. It’s simultaneously making a play for more full-funnel ad dollars as performance media acquisition costs soar, doubling in the last four years and threatening unit economics, especially for ecom pureplays. The platform called out rivals at this week’s annual showcase, with global CEO Bill Ready talking up a “positive business model centred on emotional wellbeing rather than engagement via enragement”, and throwing down the gauntlet to Meta, Twitter and TikTok to use its third party-developed tools to gauge negative impacts on users. Local MD Melinda Petrunoff said it’s been private by default for under-16s for more than a year “before this was a discussion”, and advertisers are buying the positive vibe. Now it’s pushing performance and commerce capability – and the likes of Mecca, Pandora, Adidas and Walgreens are converts.
Golfspace grows membership 300%, drives $4m in revenue with data-driven marketing and community engagement approach
GolfSpace, a premium indoor golf experience company, has grown its weekly membership base by over 300% since January 2024, growth it’s attributing to a data-driven marketing approach that’s now led to $4m in revenue.
Norwegian Cruise Line sails into ‘More’ with new brand positioning and upgraded package
Norwegian Cruise Line (NCL) has unveiled a new brand positioning, ‘MORE’, and an enhanced package, ‘More At Sea’, based on the belief that Australian travellers are seeking more from their holidays.
Klook’s first consumer travel event set to revolutionise traditional travel Expos
Klook, the rapidly expanding travel experiences booking platform, is set to launch its inaugural consumer travel event, ‘Klook Travel Fest’, on Saturday, 30 November at Sydney’s Carriageworks. The event, hosted by singer and TV personality Faustina ‘Fuzzy’ Agolley, aims to offer travel enthusiasts exclusive discounts, prizes, and expert tips on travel hotspots including Japan, the US, and Hong Kong.
Aussie shoppers confused over ‘Australian Owned’ labels say local brands
A coalition of Australian food businesses, including Norco, SPC, Sanitarium Health Food Company, Mayvers and Sunshine Sugar, has formed in response to shopper confusion over ‘Aussie owned’ products. New research from Norco, Australia’s oldest and largest 100% farmer-owned dairy co-operative, reveals that due to inflation, Australian households are spending up to an extra $1.64bn in their monthly grocery shops.