Nine months into debuting a much-needed brand repositioning, Crown Melbourne has debuted a unique restaurant experience onsite manned by Alumni chefs of TV reality program, MasterChef. It’s a unique partnership all parties behind it say required skin in the game, trust and belief in possibility to realise. It’s seen thousands of consumers join the waitlist for leading chefs – and foodies coming back for second helpings.
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Accor connects up with Everyday Rewards on first points transfer partnership
Accor and Everyday Rewards have joined forced to give Accor’s lifestyle loyalty programme members, ALL – Accor Live Limitless, the ability to transfer their points to the Everyday Rewards program.
National Breast Cancer Foundation recruits Futurebrand Australia for new brand strategy
The National Breast Cancer Foundation (NBCF), Australia’s leading not-for-profit organisation funding breast cancer research, has teamed up with FutureBrand Australia to develop a new brand strategy.
Webjet explores demerger of leading divisions as it reports record FY24 results
Webjet, the online travel agency, has confirmed it is exploring a separation of its two leading divisions, WebBeds and Webjet B2C via a demerger.
International Olympic Committee, Deloitte Iaunch new metric for success in joint campaign
The International Olympic Committee (IOC) and Deloitte have launched a co-branded campaign titled ‘The First Effect’.
SenateSHJ finds crises can slash share prices by as much as 50%
Independent consultancy SenateSHJ has published new research into the financial impacts of crises, revealing that crises can lead to a staggering 50% drop in share price.
‘Focused on completely the wrong thing’: B2B marketing set for a ‘renaissance’ if marketers, sales teams decouple from individual lead ‘obsession’ to the buyer groups who influence a company purchase
In most B2B businesses lead generation, or individual qualified “lead gen” more accurately, is at the core of business marketing – certainly for the tech sector. The merits of focusing on groups of buyers influential in a large corporate purchase over an individual executive is not new, but what is has a veteran B2B marketing analyst warning that almost every sector in B2B is still “focused on completely the wrong thing”. And the required shift that Kerry Cunningham, a former Forrester Principal Analyst now at US-based 6Sense, says is needed from B2B marketers has the backing of the Global Head of Marketing at engineering giant ABB Process Industries, Jo Woo, who agrees “traditional lead metrics are outdated”. B2B marketers must ditch their “obsession with counting leads”, she says, just as sales teams too must rethink their approach. For Andrew Haussegger, CEO at specialist B2B agency Green Hat, part of the fix is to “free the content”. That is, stop putting content behind a gate in order to capture leads – because brands need to influence a much broader set of people much earlier. Here’s the conversation that puts the hard data on lead generation.
‘Focused completely on the wrong thing’: B2B marketing set for a ‘renaissance’ if marketers, sales teams decouple from individual lead ‘obsession’ to the buyer groups who influence a company purchase
In most B2B businesses lead generation, or individual qualified “lead gen” more accurately, is at the core of business marketing – certainly for the tech sector. The merits of focusing on groups of buyers influential in a large corporate purchase over an individual executive is not new, but what is has a veteran B2B marketing analyst warning that almost every sector in B2B is still “focused on completely the wrong thing”. And the required shift that Kerry Cunningham, a former Forrester Principal Analyst now at US-based 6Sense, says is needed from B2B marketers has the backing of the Global VP and Head of Marketing at engineering giant ABB, Jo Woo, who agrees “traditional lead metrics are outdated”. B2B marketers must ditch their “obsession with counting leads”, she says, just as sales teams too must rethink their approach. For Andrew Haussegger, CEO at specialist B2B agency Green Hat, part of the fix is to “free the content”. That is, stop putting content behind a gate in order to capture leads – because brands need to influence a much broader set of people much earlier. Here’s the conversation that puts the hard data on lead generation.
Lego’s in-house model clicks into place: Nicole Taylor on creative firepower, expanding remits, paid-owned shift, when to say no – and bringing in big hitting agencies on her terms
She’s retuned the language of the in-house agency team from campaigns to content supply, embraced measurement and utilisation, brought in new senior creative talent, killed off a bunch of meetings and stopped the automatic response to ticking every box in a brief. And more transformation is inevitable, says SVP and head of Lego’s internal agency, Nicole Taylor, as the world of media and consumer engagement continues to fragment and brands pursue owned and earned content – along with shared spaces – with even more vigour.
Albanese Government to establish Select Committee into social media
The Albanese Government has announced plans to establish a Joint Parliamentary Select Committee to investigate the influence and impacts of social media on Australian society.