Australia’s second-largest rideshare platform, DiDi, has announced the appointment of Tim Farmer as its new Head of Brand Marketing for Australia and New Zealand.
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Estée Lauder, Microsoft launch AI Innovation Lab to boost consumer connections
Estée Lauder Companies (ELC) and Microsoft have expanded their global strategic partnership with the launch of an AI Innovation Lab to foster closer consumer connections and increase speed to market with local relevance.
Insights Exchange sheds light on top concerns of Australian consumers in Trendspotting 2024 study
New data from Insights Exchange, a leading authority in Australian demography, has revealed the top concerns affecting Australian consumer behaviours. The data, part of a report titled ‘Trendspotting 2024’, goes beyond expected issues such as rising living costs, climate change, and healthcare affordability, to highlight other deeply concerning issues for Australians.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
Intrepid Travel, a B Corp-certified leader in responsible travel, has promoted Yvette Thompson into the newly created role of General Manager Sales and Marketing ANZ.
News Corp to publish ‘The Lost Letters’ from Aussie Diggers on Anzac Day
News Corp Australia’s state and regional mastheads will publish ‘The Lost Letters’ to commemorate Anzac Day on Thursday, April 25, bringing to life the words of Diggers not heard in over 100 years.
Mastercard appoints Florencia Aimo to lead integrated marketing and communications in Australia
Mastercard has announced the appointment of Florencia Aimo as Vice President, Integrated Marketing and Communications, Australia. In her new role, Aimo will lead Mastercard’s marketing efforts across Australia, New Zealand, and the Pacific Islands. She will manage a team of ten, responsible for delivering consumer and B2B marketing, sponsorships, merchant partnerships, and communications.
The battle to get past last-touch attribution: Michael Kors backs market mix modelling and multi-touch attribution trial to make smarter bets, faster
Despite great in-house analytics capabilities and the will to bring insight to marketing planning, channel optimisation and reporting, designer retail brand Michael Kors has struggled to get past outdated last-touch attribution modelling. Which is why VP of global analytics, Manuel Neto, was keen to be one of five brands trialling a platform combining market mix modelling (MMM) and multi-touch attribution (MTA). “It’s been one of the most transformational, reassuring journeys we have been on,” per Neto, with teams now modelling a hundred scenarios in 20 minutes versus two in 40 hours, and better able to make seasonal product calls, faster. “For me, efficiency is money. If you’re able to act faster you’re able to get competitive advantage faster. As a consequence, KPIs will improve.” He wants to make the trial permanent.
Australians rank education low in Federal Budget priorities, reveals Forethought study
A fresh study by Forethought has revealed only 3.3% of Australians rank education as a top priority for the Federal budget, and that education is falling well behind areas such as cost of living (53%), healthcare (13%) and housing (13%) in terms of priority.
Retail media meets ‘mobility media’: Uber ads global chief says Australia powering as Uber Ride brand ads drive hard sales via Uber Eats app – but funnel collapse pushes ‘brand-formance’ trend to the fore – and 3% CTRs don’t come cheap
Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel “brand-formance” model – brand and performance marketing in a single execution. A younger, richer set exposed to an Uber Ride brand ad is driving hard sales via Uber Eats with verified “closed loop” attribution.Akkerman was in Sydney last week wooing “hundreds” of agency execs and rattling off big numbers. Coke’s gamified ads in the ride business got a tonne of new customers and orders via Eats. Absolute Vodka got a 28 per cent sales increase, HSBC likewise a major uplift – and they are coming back for more.Akkerman says the delineation of brand and performance is a false construct. The purpose of brand is ultimately to drive longer-term sales, but put a call to action – a performance element on a brand ad – and a percentage of people will immediately go and buy. People don’t think ‘brand versus demand’, he says, only marketers. But Akkerman reckons that is shifting rapidly in a fast fulfilment world. Just don’t ask Uber for “cheap eyeballs” and rock-bottom rates: “We can seek affordability … but to me it is about return on ad spend.” Whether procurement departments agree remains to be seen. But Akkerman suggests advertisers get what they pay for. He’s claiming Uber ads deliver much higher click through rates, circa 3 per cent versus the “0.000x per cent” brands would be “lucky” to get on other platforms, and is fraud free, because “bots don’t hail cars”. Meanwhile it’s privacy compliant – because everyone has signed up and linked their credit cards. Plus advertisers are connected with “actual humans, not digital representations.” Hence why Uber’s bullish on hitting a billion dollar ad business very soon – if it hasn’t already.
Retail media meets ‘mobility media’: Uber Rides global ad chief says Australia powering as Uber Ride brand ads drive hard sales via Uber Eats app – but funnel collapse pushes ‘brand-formance’ trend to the fore – and 3% CTRs don’t come cheap
Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel “brand-formance” model – brand and performance marketing in a single execution. A younger, richer set exposed to an Uber Ride brand ad is driving hard sales via Uber Eats with delivery and verified “closed loop” attribution. Akkerman was in Sydney last week wooing “hundreds” of agency execs and rattling off big numbers. Coke’s gamified ads in the ride business got a tonne of new customers and orders via Eats. Absolut Vodka got a 28 per cent sales increase, HSBC likewise a major uplift – and they are coming back for more. Put a performance element on a brand ad – and a percentage of people will immediately go and buy, says Akkerman, blurring the line between brand and demand that he suggests is a false marketing construct anyway. Just don’t ask for cheap reach, because advertisers are getting “100 per cent share of voice” with “actual humans, not digital representations” and because “bots don’t hail rides”. Hence why Uber’s bullish on hitting a billion dollar ad business very soon – if it hasn’t already.