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Coca-Cola has 2 billion interactions with consumers on a daily basis globally, but it didn’t know much about these customers until it started working towards a unified marketing operations approach as part of its pursuit under CMO and EVP, Manolo Arroyo, to be the best marketing team in the world – by a lot. In partnership with Adobe and WPP, the FMCG has so far built out 152m actionable consumer profiles in 129 countries. Across this, it’s applying 2,200 customer segments, with 27 data sources contributing to profile richness. And the good news is it’s paying off commercially, with known customers spending 27 per cent more. During Adobe Summit, Coca-Cola’s global head of marketing technology, Shekhar Gowda, detailed the business challenge and what it’s taken to try and harness 180 creative brand managers and thousands of people globally into one portfolio approach while retaining creativity.

The 24th edition of the Edelman Trust Barometer shows a 4 percentage point lift in trust sentiment across Australia, bringing us out of negative and into neutral territory. But underneath the topline figure is a bubbling pot of fear and scepticism, particularly with regards to new innovations such as AI and the way they’re being managed by government and business. Existential concerns prompted by technology – specifically cybersecurity and information wars – are also now superseding personal economic fears around inflation. This is despite the fact Australia’s wealth gap is playing a direct role in how we view and embrace innovation. For Edelman Australia CEO, Tom Robinson, increasingly politicised views plus the echo chamber of relying on peers and ‘people like me’ as trusted sources of information over and above government, business leaders, scientists and technical experts, is another worry. The message for brands and businesses? It’s time to reset thinking on business-government partnerships, spokespeople and messaging and turn up the dial on listening and nuance.

Archies Footwear’s big bet on high quality content pays off as six times Golden Foot champion Yanderas Janderas proves a social media super star, driving higher sales and strong brand engagement. 35 million views later, the brand has achieved an average post-engagement increase of over 30 per cent. It’s a second time collaboration for Archies Footwear head of marketing Ruben Thompson and the team at ODV. They first worked together on a campaign for NZ bathroom products brand Two Dudes.

A decade after launching Australian beauty brand Frank Body and going global, co-founder Bree Johnson invested in the $20.5m Series A funding round last month of New Zealand brand tracking start-up, Tracksuit, along with a star line-up of Silicon Valley VCs and high profile investors. Tracksuit is taking on the global research giants and expanding into the UK and US markets with a faster and cheaper platform that sits inside companies – not research houses. Johnson’s investment was born out of her own experience – like many start-ups, Meta’s Facebook and Instagram used to be a powerhouse for customer acquisition but that lower funnel cash cow today has less kick.