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It’s a brave call – kicking off a nationwide campaign oozing with confidence about the quality of Optus’ network eight months after suffering a 14-hour network outage that gave the telco a second public smack and left the brand further bruised in the eyes of the Australian consumer. But for Optus head of consumer marketing, Cam Luby, and his wider team, the numbers are ticking upwards, product campaigning efforts in recent months are paying off, and the time is right for the brand to reclaim its challenger spirit and sense of optimism by shouting a loud ‘Yes’ to market that Optus is a worthy choice of telco for Aussie consumers looking for value. So the telco has launched a new seven-day, no-catch network trial to prove its infrastructure credentials, supporting it with a nationwide, full-funnel campaign featuring Aussie icons Delta Goodrem and Jason Donovan that’s part-brand, part-product lift and all-in on entertainment.

Tough cost-of-living conditions have put brand trust on a par with free shipping and promotions with consumers, Mailchimp’s global CMO, Michelle Taite admits. Speaking to Mi3 at the martech vendor’s Sydney conference last week, the self-professed “design for data” marketing leader says finding a way to connect as a brand that simultaneously encourages data sharing is critical at a time where consumers are questioning concepts of value against decisions they’re making about their finances. And the only way to do that is through hyper-personalisation and B2B creative that “makes you feel uncomfortable”, she says. Which is why Taite and her team are bringing the vendor’s ‘Email is Dead’ exhibition, which ran at the London Design Museum last year, to Australia for the second edition of South by Southwest Sydney this October. More cost-effective than a TVC, she says, the exhibit attracted 25,000 attendees and 5.7 million social media impressions. It’s just one example of how Taite is striving to unite a creative B2B brand approach with first-party data acquisition enabling Mailchimp to harness insights it then uses to fuel hyper-personalised experiences, connection and commercial outcomes for marketers.