Environment Victoria and Comms Declare is continuing its fight against Australia’s energy sector, releasing a new report titled alleging the gas industry is working against the interests of energy users. It comes as YouGov commissioned research shows nearly three in four voters supporting health warnings on gas appliances and 63% want eco labels on appliance advertising.
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The big squeeze: Freedom Furniture, ING, Menulog, SPC CMOs unpack what they will and won’t do to get through FY25
Freedom Furniture GM of marketing, Jason Piggott, sees it as a see-saw: “Adjusting the now, while still keeping an eye on the future”. Marketers from across industry sectors are all too aware of the impact ongoing economic uncertainty and cost-of-living woes are having on customers’ hip pockets, sales and salience. But marketers at Freedom, ING, SPC and Menulog are largely sticking to their guns when it comes to the way they plan out their FY25 budgets, key initiatives and how they manage agency partnerships.
Telstra, Kia, Mailchimp CMOs on how they’re using AI, linking bonuses to cross-functionality, selling distinctiveness to the c-suite – and why marketing trumps customer
There’s a tonne of people with customer in their title, but Telstra CMO Brent Smart says marketing is the only function that can actually deliver new customers. Kia’s top marketer Dean Norbiato is KPI-ing staff on being cross-function and cross-discipline, or they don’t get their bonus. Mailchimp CMO Michelle Taite is making her teams play golf with dumplings using a mouse. The three unpacked AI use cases, creative effectiveness strategies, selling brand and distinctiveness to the CFO – and why nothing in marketing can be binary.
Cover-More unveils refreshed brand identity, aiming to shift perception of travel insurance
Cover-More Travel Insurance, Australia’s leading travel insurance and assistance provider since 1986, has unveiled a refreshed brand identity.
Brand trust takes centre stage in the age of information overload: Intuit Mailchimp
Intuit Mailchimp has released a new report titled ‘Brand Trust in the Age of Information Overload’, revealing that brand trust and connection (46%) is the number one factor that drives sales with Australian shoppers.
Optus attempts to restore network confidence with no-cost, no-commitment 7-day mobile trial
Optus is launching a no-cost, no-commitment 7-day mobile network trial for Australians as a marketing play designed to drive more confidence in its network following the massive data breach and network outages that took over mainstream headlines in the least three years.
Unilever and Samsung join forces to find ways to innovate laundry experiences
Unilever Home Care brands, Dirt Is Good (Persil) and Comfort, is teaming up with Samsung on plans to revolutionise the future of home laundry by combining the tech of powder and liquids with the tech of washing machines.
Twitter’s rebrand to ‘X’ struggles to take flight here and globally, finds new study
Twitter’s rebrand to ‘X’ is yet to gain widespread acceptance among businesses with nearly nine in 10 consumers globally still referring to the platform by its former name, a new Omnisend survey reveals.
Apocalypse not now: Google’s cookie rug pull points to ‘deprecation by default’ but market has already moved on – and regulators are lining up
Four years in, Google has officially pulled the rug on cookie deprecation. Consensus is Google read the runes on the upcoming report from the UK Competition and Markets Authority (CMA) report in the UK and factored in the DOJ’s anti-trust case that kicks off in September. Mi3 spoke to brand, media, agency, and regulatory leads to gauge the impact for marketers and the supply chain – and they see deprecation happening by default, and trouble brewing for Google either way. Meanwhile, the market has already moved on to first-party approaches because cookies were “leaving money on the table”. But there are questions about how Google implements consent opt-ins or opt-outs, and risks of marketers getting caught out by ignorance of where cookies operate as local privacy laws change.
Achieving creative scale with effectiveness: VP and CMO of Amaysim tout agile mindset, bold creative flair and relentless value as delivering 25 per cent growth in three years and the foundations for product expansion success
As Optus has suffered the effects of massive data breaches and network failures, Amaysim has flourished. It’s delivered 25 per cent growth since being acquired by the larger telco in 2021, and was behind 108,000 of its parent company’s 116,000 new mobile customers in the year to 31 March 2024. Now the value brand, which has 1.5m customers and is recommended by nine in 10 of them, has its sights on becoming a full-service telco with NBN services incoming. It’s part of a clear growth strategy around the core business of connecting, says recently installed VP, Vir Inder Nath. It’s also arguably a decision reflecting learnings from a previous misstep into utility services. Supporting the challenger mindset and growing product line is a commitment to dialling creativity and effectiveness in parallel, says CMO, Peter MacGregor. Latest examples under his rein include Amaysim’s first in-house created stop animation campaign (yes, another telco going there) as well as personalisation focused firmly on delivering existing customers more value and relevant content.