According to System1, consistency in creative translates to +10 per cent sales value gain, +18 per cent profit gain and +19 per cent market share gain. Its analysis finds brands save millions in annual media spend and attain double-digit growth by not changing their core messaging. Arnott’s CMO says adopting and holding firm to a masterbrand platform saw advertising ROI go from $2.95 in the first 12 months to $3.36 in the second year. Meanwhile, the 20-year-old ‘Should’ve gone to Specsavers’ distinctive asset and creative concept just keep on delivering. Analytic Partners reckons only 14 ads in Australia have actually ever actually worn out – and 51,000 never even got the chance to wear in. Yet marketers and agencies remain addicted to constantly switching.
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Snooze launches new ‘Amazing’ tagline in new brand platform
Australian retailer Snooze has launched a new campaign introducing the refreshed brand platform, ‘Every day, every night amazing’.
Airwallex appoints former Afterpay exec Andrew Balint as VP of marketing APAC
Airwallex, the Melbourne-founded global payments platform, has announced the appointment of Andrew Balint as its new Vice President of Marketing for the Asia-Pacific region (APAC), excluding China.
Australian Mushrooms unveils new brand platform where it’s the main attraction on the plate
Australian Mushrooms has launched a new brand platform, positioning itself as the main attraction on the plate.
McDonald’s adds US creative partner Wieden+Kennedy to Australian roster
McDonald’s Australia has made further changes to its agency roster, this time importing its US creative agency of record Wieden+Kennedy to take on its Aussie business following a competitive pitch process.
ANZ banks on Ehrenberg-Bass Institute for marketing science expertise
ANZ has become a strategic sponsor of the Ehrenberg-Bass Institute, a global leader in marketing science. The alliance is designed to enhance ANZ’s decision-making processes and boost their marketing efforts.
Swapping banking for education: Swinburne Uni CMO Carolyn Bendall on category hopping for a 5-year contract she didn’t think she’d complete
Whether it’s switching from the banking sector to higher education, convincing cross-functional stakeholders to stop seeing marketing as a service function and instead a driver of growth, pivoting an annual student recruitment event into the virtual realm, or challenging her creative agency to let AI come up with new brand territories to explore, Swinburne University CMO, Carolyn Bendall, hasn’t been afraid to shake things up. Now, as she exits after a five-year stint even she didn’t think she’d complete, the former ANZ bank marketer shares the hurdles and wins from her attempts to modernise and digitise marketing in the tertiary and vocational education space – and what she’s about to do next.
Wesfarmers to wind down Catch as standalone entity, bolsters retail media play
Wesfarmers has confirmed Catch will cease to operate as a standalone business by Q4 of the 2025 financial year, nearly five years after the ASX-listed retail giant acquired the Australian online retailer for $230 million.
Reputation hits overcooked: Supermarket gouging pressure won’t see shoppers switch, says Brand Finance chief – but Commbank flips Woolworths as Australia’s most valuable brand at $15.7bn
Commbank has usurped Woolworths to become Australia’s most valuable brand for the first time in five years. The shift comes as Australia’s supermarket duopoly face sustained negative reputational pressure due to allegations of price gouging. But corporate affairs and marketing chiefs needn’t think the sky’s falling in when crises hit, per Brand Finance MD, Mark Crowe. Customers are highly unlikely to go the extra mile to do the shop – and impacts can be managed. But he warns long-term reputational hits will do upstream damage. Meanwhile, though brand value scores indicate how brand contributes to profit and economic growth, Crowe cautions against using it as a KPI for marketing teams.
Flywheels over funnels, intimacy, ‘low martech’ and influence over mass ‘shotgun’ reach: Four Pillars cofounder on repeating the trick globally under Kirin-owned Lion
Four Pillars Gin is now four times the size of the entire Australian premium gin category when it started in 2013. Much of the category’s explosive growth is down to three cofounders having a crack, while seeing off the cops, who thought they were making meth. Now under Lion’s ownership, itself part of Japanese drinks giant Kirin, two of the founders – ex-Olympian Cameron Mackenzie and PR man Stuart Gregor – have “gracefully” exited. But the third founding partner, former global strategy boss at IPG’s Jack Morton Worldwide, Matt Jones, is still in. He thinks Australia deserves a global spirits business spearheaded by botanical alchemy, experience, craft, influence and intimacy over mass “shotgun messaging”. Jones is also a reluctant martech convert, valuing old school customer experience and its intangibles over measuring clicks and other marketing metrics. He likewise places far greater value on flywheels than marketing funnels. While the direct-to-consumer growth hacking playbook that fuelled start-ups a decade ago is now a relic of its time, Jones thinks many of the Four Pillars lessons and tricks are repeatable today for those that distil the fundamentals. But there are some key differences. Here’s his take on what made the business succeed and where Four Pillars – and Lion’s expanding spirits business – goes next.