Overtaking Tesla last month as the largest electric vehicle car manufacturer in the world, BYD is powering in Australia via distributor EVDirect – selling 15,000 cars with virtually no ad spend, instead focusing on earned and owned media. But with a new marketing leader and CEO in place, more models set to drop in coming months, and a new media agency partner recruited, EVDirect is readying to go all out as the automotive brand majors battle for EV share. It’s aiming to overtake Hyundai within two years – and Toyota by 2030.
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Mastercard and Eleven launch Australia’s first wheelchair ballkid program
Mastercard, in partnership with creative agency Eleven, has launched Australia’s first wheelchair ballkid pilot program. The initiative, which debuted during the year’s first Grand Slam, aims to showcase the potential of wheelchair users to participate as ballkids in global tennis tournaments. The inaugural participant of the program was 11-year-old Sonny Rennison, a Junior Wheelchair Tennis Champion.
Metcash hires Claire Williams as first head of brand, strategy and insights
Claire Williams, former head of marketing at Premium Content Alliance, has joined Metcash in a newly created role as the head of brand, strategy and insights for its food business.
Myer guidance suggests modest sales growth amid economic challenges
Myer Holdings has released a trading update and guidance on its expected results for the 26-week period ended 27 January 2024 (1H24). The company reported a marginal 0.1% increase in Group Comparable Sales compared to 1H23, reflecting the strength of its improved customer value proposition under the Customer First Plan. However, Total Sales for 1H24 are expected to be down 3.0% on 1H23 to $1,829.1m, but still 13.8% higher than pre-Covid 1H20.
Salesforce and Akcelo launch ‘Waild west saloon’ to demystify AI
Salesforce, in partnership with agency Akcelo, has launched a free interactive AI experience called ‘WAILD West Saloon’ at Waterman’s Cove in Barangaroo, Sydney. The pop-up installation, open daily from 11am-7pm from Tuesday 6th to Thursday 8th February 2024, is designed to encourage Australians to ask the right questions about AI and understand its potential.
Lessons from Dove’s Campaign for Real Beauty: Unilever marketers forgot product in ‘purpose’ mission; ESG now corporate ‘Voldemort’ but employee, stakeholder strategies a ‘massive opportunity’ for marketing influence in c-suite: Institute for Real Growth
It’s not often Suncorp’s CMO Mim Haysom is mentioned in the same conversation as Leonardo da Vinci but the latter’s rare ability to combine creative and analytical thinking is what 50 Australian CMOs working with WPP were briefed on recently as the next frontier for business growth and their own professional cred and advancement.Indeed, Marc de Swaan Arons, a former Unilever marketer who co-founded the non-profit Institute for Real Growth (IRG) – backed globally by Google, Meta, WPP and Tata Consulting – says there’s a ‘massive opportunity’ for marketers to increase influence and impact with executive leadership colleagues via ‘humanised growth’. How? In this instance, it’s by customer-minded marketing bosses offering their strategy and insights nous to help build out divisional and all-of-company stakeholder-employee management blueprints and programs. It may seem fanciful and foreign to already stretched marketing remits but a new global study by IRG across 450 CEOs, CFOs, CMOs and HR leads suggests the notion would be welcomed by company leaders and seen as a credibility enhancer for marketers – if they don’t turn it into a land grab on colleagues.Suncorp’s Haysom and Piedmont Healthcare’s CMO Douwe Bergsma (US) are already front-running the trend, says de Swaan Arons, who also injects some cool pragmatism into the ESG, DE&I and purpose programs often championed by marketing teams. He cites the raging success and subsequent reality check for marketers working on Dove’s acclaimed Campaign for Real Beauty rollout in 2004 – within two years of that launch, it was in trouble. Purpose had usurped product development. Here’s more from de Swaan Arons and the Institute for Real Growth’s new study.
Rollin’ Insurance on the hunt for a new head of marketing
ROLLiN’, the insurance brand owned by IAG targeting young Australians, is currently seeking a new Head of Marketing.
Metcash to acquire three businesses in strategic expansion plan
Metcash has announced its plans to acquire three businesses: Superior Food, Bianco Construction Supplies, and Alpine Truss. This move is expected to bolster Metcash’s growth strategy, diversify its portfolio, and provide the company with a stronger growth trajectory.
Total Image Group unveils ‘double denim’ uniform in an attempt to redefine corporate wear
Total Image Group (TIG), a family-led business with 18 years of experience in custom-branded uniform design and 40 years in textile manufacturing, has launched a new uniform featuring a ‘double denim’ look.
Yango appointed by BYD to drive electric vehicle launch in Australia
Independent media agency Yango has been selected by multinational electric vehicle company BYD to launch its brand and multiple vehicle options in the Australian market.