Fujifilm is marking its 90th anniversary with the launch of its first-ever ‘Global Purpose’, an initiative titled ‘Giving our world more smiles’. The Global Purpose reflects Fujifilm’s commitment to bringing together diverse ideas, unique capabilities, and extraordinary people to effect change in the world.
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Mega remit: IAG customer-marketing chief Michelle Klein charts new course with complaints feeding marketing strategy, tech overhaul, ‘hyper local’ focus, faster measurement and Silicon Valley playbook as funnel ‘collapses’
IAG’s appointment of ex-Meta exec Michelle Klein last May fired the starter pistol on a major overhaul as the insurer under NRMA CEO Julie Batch moved to consolidate marketing and customer functions. End-to-end is the mission and Klein’s embedding an Agile methodology and mindset honed during a decade in Silicon Valley in a bid to drive growth and retention under a single overarching metric: “Have we moved the needle on customer experience?”. She’s bidding to go hyper-local at scale with customer-led community campaigns over ads alone, and whereas IAG under its previous CMO was full-on upper funnel, Klein says the funnel has already collapsed. Next is a tech overhaul with AI likely incoming across digital customer channels.
Chrome deprecation slashes publisher CPMs by 30 per cent, brand KPIs could follow – but Google’s plan facing major competition hurdles as brands, supply chain warned Australia’s privacy overhaul poses bigger threat
Google has insisted it will cull third party cookies before the end of this year but the UK’s competition regulator says that call isn’t Google’s to make. Unless it can solve serious concerns around the impact on competition, interoperability, self-preferencing and the very real risk of driving more money out of the open web and into walled gardens – like Google itself – it’s not happening. Now the IAB has piled in with 106 pages of complaints and stating Google’s bid to put much of the adtech world’s underpinnings into the browser is not viable. In the meantime, early analysis – the little that is available – of Google’s 30 million browser experiment, AKA the one per cent club, suggests a 30 per cent fall in CPMs. But Australian brands, publishers and the media supply chain will soon have bigger fish to fry.
Clemenger BBDO’s sweet strategy for Bowel Cancer Australia: 3D printed chocolates
Clemenger BBDO has launched a unique Valentine’s Day campaign for Bowel Cancer Australia, using 3D printed chocolates to raise awareness of early-onset bowel cancer, the deadliest cancer for people aged 25-44.
Robert Irwin joins forces with G’day Parks to boost brand’s marketing efforts
Australian celebrity and wildlife advocate, Robert Irwin, has teamed up with G’day Parks, the country’s largest holiday park network.
Sarah Ryan takes the helm as head of marketing for Max Brenner Australia
Sarah Ryan has been appointed as the new Head of Marketing for Max Brenner Australia.
CommBank’s half-year results show decrease in profits amid challenging economic climate
Commonwealth Bank of Australia (CBA) has released its half-year results for the period ending 31 December 2023, attributing a decrease in net profits and higher operating costs to the challenging economic environment.
Employment Hero bolsters marketing team with top-tier hires, eyes global expansion
Employment Hero, an Australian tech unicorn, is expanding its marketing team with new hires including Matthew Poulier from Cashrewards, Paul Smith from Amazon and John Carroll from X (formerly Twitter).
Crunch overcooked? APAC marketing chief says no slowdown as Uber plots grocery surge, ads business ramps up with attention, Carshare bids to cull 1m cars by 2029 – and why flipping ‘crazy’ performance for brand pays
At one point “the performance marketing [team’s] main KPI was actually how much investment they could deploy,” says Uber APAC marketing boss Andy Morley. “The mandate was spend, spend, spend … It was getting crazy.” But then they realised it wasn’t actually working. Then they flipped hard to brand – well above Binet & Field’s 60:40 heuristic – and powered to delivery market leader. Today Morley says both Uber’s rideshare and food business has seen no slowdown despite squeezed wallets. Now it’s driving into grocery and beyond with another brand-powered push: “Pianos delivered in one hour” are the CEO’s mandate. For its rides business, removing 1 million of Australia’s second cars within five years is the target and Morley says growth – and consumer behaviour change – is rapidly underway. Uber’s moves into trains, planes and buses in the UK could signal the shape of things to come. Meanwhile Uber’s ads business is starting to motor. Drinks and entertainment advertisers in particular are tapping people on the way to bars and on their way home. Morley thinks a shift to attention over increasingly challenged reach and frequency metrics will shape both Uber’s own spend – and the media dollars it seeks from advertisers.
An immersive ride: The tough decisions, brand vision, digital innovation, technology spend and heritage tapped to turn Sydney’s Luna Park into an experience destination – and the money the CEO is saying no to
Luna Park Sydney’s chief, John Hughes, is on a mission to turn the art deco amusement park, visited by 1 million people a year, into Australia’s top experience destination. To do this, he’s already spent $15m on world-leading immersive experience capability and is now opening the door to creators from local musicians to major US studios to give a broader cohort of visitors reason to come and then stay longer onsite. He’s also making tough commercial decisions, bumping out punk rock bands and 40+ concerts per year, saying no to traditional conferences and hundreds of functions, and culling staff. It’s pivoted away from siloed business units it wasn’t expert in, Hughes says, to elevate and diversify the core amusement park offering in a way that appeals to price conscious consumers and the desires of today’s Instagram generation. Not everybody gets it – and early reviews have not all been positive. Yet the aim is not to create a “tech mecca”, with big money also being spent on refurbishing the Wild Mouse and honouring Luna Park’s rare art deco buildings and brand via content to ensure the future remains anchored in its 1930s roots.