Customer obsession to attain product market fit, stronger team talent management, fostering singular creative vision that spurs brand growth – they’re all critical for marketers, media executives and agency leaders right now. And they’re all things Giles Pearman has a firm opinion on thanks to a raft of practical experience in the field. The current co-founder of MyBrandTruth and startup coach, who earned his stripes as group marketing chief of Global Radio UK and ice-cream product manager from the school of Unilever brand management, is now a mentor for the Global Mentorship program and is keen to coach others through the challenges they face through his own unique storytelling approach.
Author: admin
Arktic Fox research finds sales teams over reliant on traditional methods
Arktic Fox has published its ‘Sales in Focus ’24’ report, revealing that sales teams still heavily rely on traditional outbound sales methods to generate leads, even though 60% of buyers now initiate their purchasing journey online.
Getting a level-headed view on brand payback: How Intrepid’s GM of global brand is using data and insight to light the path towards a $1.3bn revenue future
A year on from rolling out a brand tracking tool and adopting aided awareness as its business-wide guiding light for measuring improvement, Intrepid’s global GM of brand, Natalie Placko, couldn’t be happier with the significant role the insights have in demonstrating the value of brand investment. From earning more time in front of the board to a significant positioning strategy project as well as differentiation plan, insights are informing decision-making that she’s confident can ensure the travel company meets its ambitious 2030 strategy of $1.3bn in revenue via 600,000 customers in the next six years. Here, the brand chief talks through the dos and don’ts of building data literacy and avoiding “blow ups” around the insights such tools can uncover.
Woolworths suspends Everyday Pay QR checkout amid phishing scam concerns
Woolworths has confirmed it has paused the Everyday Pay QR checkout experience for participating customer loyalty program members after a small number of customers were hit by what’s been labelled a highly sophisticated phishing scam.
Travel brands spending big on marketing to attract Aussie tourists : Nielsen
New data from Nielsen has revealed that travel marketing budgets are on the rise, jumping 8% compared to the last quarter, as 76% of Australian consumers planning to travel domestically in the next 12 months, and 52% looking to go overseas.
Fixx Nutrition celebrates Gold Coast Marathon partnership with new flavours
Australian sports nutrition brand, Fixx Nutrition, has launched three new flbours to its Gel X Pro range in celebration of its third year of partnership with the Gold Coast Marathon. Fixx Nutrition is the Official Sports Nutrition partner for the 2024 Gold Coast Marathon.
Bonza enters voluntary administration, grounds fleet amidst stakeholder discussions
Fledgling budget airline Bonza Aviation yesterday entered voluntary administration after halting all flights on Monday.
Privacy and regulatory update: Banks, retailers, brands, loyalty operators, publishers face ‘substantial’ tightening on CX data, martech, adtech use as consumer groups wedge business lobby in Canberra on privacy review’s ‘personal information’
There’s so much happening on the regulatory front it’s dizzying, so Mi3 called in the experts for an update – and it’s proven rather revealing: Despite intensive lobbying from loyalty scheme operators and beyond, Australia’s sweeping privacy law overhaul remains on course to land this year – with massive implications for just about every business. “It’s now clear that we will see a substantial broadening of what is regulated as personal information,” according to Data Synergies Principal, Peter Leonard. “That will include use of online tracking codes and techniques such as fingerprinting, which enable the targeting of individual consumers – and I think we will see that regulation encompassing not only online targeted advertising, but also targeting of content.” Which gives publishers something to ponder – especially those making major martech investments, says Civic Data’s Chris Brinkworth. Across all sectors, Brinkworth warns companies are leaking data on a wholesale basis “in a way that contravenes current Australian Privacy Principles let alone future Australian Privacy Principles”.The broadening of personal information definitions will also govern use of CX data within martech stacks, effectively limiting what banks and retailers, for example, can do with customer data unless they can explain it to “someone of below average intelligence,” per Leonard – and provided it passes a test of ‘fair and reasonable’ use. If not, prepare to fall foul of the Privacy Act, face class action lawsuits and massive fines. The Feds, warns Leonard, are getting firmer on their position, and industry is not being heard “at the same level that privacy advocates and a number of the consumer organisations are being heard in Canberra”. Meanwhile, the ACCC’s probe of data brokers is expected back from Treasury as early as this week, with fallout likely for Australia’s marketing supply chain. “We’re all talking about Meta and Google hoovering up data, but I think the biggest operator in terms of data brokerage in Australia is Woolworths’ Quantium,” per Laurel Henning, Legal and Regulatory Affairs Correspondent at Capital Brief. But across the pond, Google now faces genuinely existential challenges, says Future Media’s Ricky Sutton, as the US Justice Department and Federal Trade Commission “have both said that what they’re seeking is a breakup of Google. So there are big changes ahead.” Governments, he says, have decided enough is enough, big tech is about to cop it – and the impacts will market-wide.
Privacy and regulatory update: Banks, retailers, brands, loyalty operators, publishers face ‘substantial’ tightening on CX data, martech, adtech use as consumer groups wedge business lobby in Canberra on privacy review’s ‘personal information’
Forget cookies, regulatory risk is live and legal for marketers, publishers and the media, martech and adtech supply chain. Peak industry groups are responding to economic analysis commissioned by the Attorney General’s department on the cost to implement what some say are hardening privacy reforms, including tightening rules on geo-location and what constitutes personal information. Data brokers like Woolworth’s-owned Quantium, however it may protest to the contrary, will also find out within weeks if not days whether their arguments hold regulatory water – and it will likewise be an anxious wait for loyalty operators and their retail media progeny as privacy and consumer advocates successfully displace industry within Canberra’s sphere of influence. Across the pond, the US Justice Department and Federal Trade Commission have seemingly decided to try and break up Google in a series of lawsuits. So if you’re planning major martech, CX, adtech and data investments, privacy experts suggest holding fire – and get to grips with what is about to hit. There’s massive change in play, with day-to-day movement. Here’s the latest from experts Peter Leonard, Ricky Sutton, Laurel Henning and Chris Brinkworth – with least regrets actions for brands, publishers and pretty much any business turning over north of $3 million.
HOKA steps up as principal partner for Sydney Half Marathon
The Sydney Half Marathon has a new principal partner, with global footwear brand, HOKA, to take over the event’s naming rights from The Sydney Morning Herald.