A new report by Interbrand Australia and Unyoked exploring the impact of nature on commercial creativity has found less pressure even as constraints drive lateral thinking.
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BCU Bank positions itself as a the best back up bank in new brand campaign
BCU Bank has embraced its challenger narrative, positioning itself as ‘A Better Back-Up’ to the big four in a new brand campaign from The Hallway.
Why this agency and media strategist thinks too many leaders are suffering from ‘nervous reactivity to noise’; plus the universal truths – and gaps – around strategy in marketing, media and agencies
Agency and media strategy guru, David Fish, sees an awful lot of short-term thinking going on – and it’s leading too many businesses and leaders to jump at shadows and fail to focus on things that matter most – like category disruption. Having signed up as one of the new mentors under former GroupM boss and McDonald’s CMO Mark Lollback’s Global Mentorship venture, Fish is looking to bring his agency and media strategy experiences – from good to bad and ugly – to mentees seeking a mindset reset and a way to grow in an evolving world of work where emotional connection and employee belonging remain paramount to future success.
Luxottica hit with $1.5m penalty for spam law breach
Eyewear retailer Luxottica has been slapped with a $1.5m penalty for breaching Australian spam laws.
Velocity Frequent Flyer and AGL Energy forge partnership on customer rewards
Velocity Frequent Flyer and AGL Energy have announced a strategic partnership that will enable Australians to earn Velocity Points through their electricity and gas plans.
La Trobe Financial’s ‘Grandpa’s Gift’ reflects shift from product-centric to human-centric messaging
La Trobe Financial, an Australian brand specialising in asset management and real estate lending solutions, has launched a new marketing campaign titled ‘Grandpa’s Gift’. Developed by creative agency Bastion, the work marks a significant shift from product-centric to human-centric messaging .
When bold B2B marketing bets hit pay dirt: Workday’s global Rockstars campaign blows up consideration, awareness, trust, leads up 50% – Billy Idol, Gwen Stefani and Travis Barker sign on for part II
After five years of diminishing incoming demand, finance and HR SaaS brand Workday embarked upon what its CMO Emma Chalwin called a bold brand strategy that has already powered massive gains in awareness, consideration, trust – and crucially, leads. Sales is now drinking the brand Kool Aid and the company, which has reached a growth inflection point with its global and vertical market expansion, is lifting the curtains on the second act of its award-winning Rockstars campaign as it chases giant tech brands like Oracle, SAP and Microsoft.
Ken Oath it’s working: Kennards’ big brand play pays off as key metrics soar, corporate customer demand busts B2B myth of rationality, ad campaign lays foundation for entire customer service strategy
Attaining 100 per cent consideration with tradies, a three-point jump in brand awareness, and 14 percentage point increase in first-choice consideration with enterprise buyers are some big proof points Kennards Hire’s Manelle Merhi has to show for her ‘Ken Oath’ creative investment. But behind the multi-year campaign is a whole experience and service commitment that’s been critical to turning a smart, fun marketing tagline into a fundamental business ethos.
4x loyalty members in 3 years, huge SOV gains, holding the line on media, playing the long game, resisting discounting amid crunched consumer spend – how ex-McDonald’s CMO Jo Feeney is reshaping jeweller Michael Hill
It’s the sort of longer-term shift in brand narrative, customer base and commercial impact strategic CMOs crave. Three years on from becoming marketing chief at jewellery retailer, Michael Hill, Jo Feeney has seen loyalty program numbers increase by 1.5 million to over 2m, average transaction values lift circa 30 per cent, and a growth cohort of customers progressively responding to its premiumisation play. Playing the strategic long game hasn’t come without its challenges – the jewellery retailer hasn’t been immune to tough retail conditions and over the first six months of the financial year, overall sales remain flat. Several stores closed and executive redundancies occurred. But the jeweller retailer is holding firm. Now Feeney is about to unveil her latest program of work: A rebrand two years in the making, stretching from refreshed design systems and brandmark to Michael Hill’s first brand ambassador and a new-look retail approach.
‘Not a paint by numbers solution’: David Droga joins Accenture Song’s global tech-creative posse to build NRMA Insurance’s ambition for a ‘world leading’ customer experience model; one brand team, one global tech-creative firm to run it all
IAG Chief Customer & Marketing Officer Michelle Klein returned to Australia last May after more than a decade abroad and embarked on arguably one of the most ambitious – and interesting – corporate customer experience transformation programs in this market for a long time. Such was the complexity and need for top tech and creative talent across every customer touchpoint for NRMA Insurance – think digital channels, apps and websites, retail customers, communities large and small, mass and personalised communications and customer acquisition and retention – that Klein opted for one external partner to work on everything with her team. It’s what Accenture Song’s ANZ boss Mark Green says is a ‘lighthouse project’ globally for the firm – backed up by New York-based Global CEO David Droga and Creative Chairman Nick Law. Droga says his firm has spent the past decade bringing global tech and creative capabilities together and he says NRMA Insurance will be an international proof point on why end-to-end CX programs need more creative thinking and execution, not just an off-the-shelf tech template, particularly as AI continues its march into commerce and society. “Like all these new technologies, it sets new horizons where everyone gets so excited about what the technology allows us to do that we put aside our creativity for a bit of awe in what that technology allows. Then when we realise that everybody can do exactly the same thing with that technology, everyone’s like, ‘oh, we need to innovate with that, where’s the tech, where’s the creativity?'”Klein agrees the killer combo is tech with creativity and innovation, done differently. Some of the new program will be ready for the Paris Olympics in July when NRMA Insurance will make much of heading into its 100th year. But like her broader mantra on reinventing CX across every touchpoint for NRMA Insurance, the Olympics will do likewise. “It’s not just linear TV, this is a fully integrated…program,” she says. “What I love about this partnership with Nine is that it will reach almost the entire population in a way that they’ve thought through every channel, every touch point.”So here’s how Klein, Droga, Law and Green see the grand plan unfolding and how they’re measuring success.