The Boomtown Masterclass hosted virtually last week delved into the opportunities for brands advertising in regional Australia and the potential for meaningful campaigns that deliver strong ROI.
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Lisa Ronson rejoins Australian CMO ranks, takes up Medibank chief marketing post
Former Coles and Tourism Australia CMO Lisa Ronson is returning to Australia’s marketing leadership ranks, taking the reins at Medibank with a remit to enhance customer engagement and drive growth. It’s going to be a meaty one for the experienced marketing chief, as the ASX-listed health insurance giant battles legal action for its 2022 data breach and has hard yards ahead to re-establish brand credentials and trust with customers.
‘It’s magical’: How Crown Resorts’ Hawaiian sister Turtle Bay deployed AI ‘chunk by chunk’ to convince c-suite – revenues jumped 40%, conversions 20% and $400m gained
The Chief Commercial Officer of Hawaii’s iconic Turtle Bay Resort, Robert Marusi, was the AI and marketing superstar at a recent Salesforce marketing and commerce conference in Chicago where his plan to revolutionise the Hollywood darling that’s featured in blockbuster films like Hunger Games and Pirates of the Carbibean came in chunks to prove incremental revenue gains that reassured his nervous c-suite to try the next deployment. Turtle Bay has now “absolutely swept away our competitors to the point they don’t know what I’m doing. It’s magical”, said Marusi.
Flight Centre ups Pinterest spend 10x on sharper results, attention, trends-based targeting, costs – a channel marketers are underestimating and underweighting?
Rich consumer trend insights, API integrations with Salesforce Marketing Cloud to match data and advertising options that stretch across the funnel have led Flight Centre to up its investment into paid activity on Pinterest by 1,000 per cent. The platform is delivering “very competitive” ROAS as both reach-first and targeted audience plays pay off, says retail advertising leader for campaigns, Rachael Green. Even so, Hello Social head of data and insight, Daniel Hill says Pinterest isn’t commonly on the media buying plan for brands until they’ve exhausted other channels, hindered by a lack of awareness, bespoke creative and misperceptions of how attention works against other social channels. In fact, it’s a distinctly different option to social media, both insist, thanks to the search-based nature of how consumers engage with content in the platform.
Making Mini bigger: Mini ANZ top marketer on shifting ‘small car’ perceptions with larger SUV; balancing brand distinctiveness-EV sustainability conundrum
With three new electric vehicles is its latest car line-up, the largest Countryman SUV ever offered, and a fresh product brand to educate consumers about, the job for the Mini marketing team just got a lot more complicated as the target audience and competitive set opens up. But for local marketing lead, Nikesh Gohil, building brand awareness still has to hold firm to what makes Mini unique first, and everything else comes second.
Bendigo Bank forecasts RBA rate cuts in mid 2025, as probability of another hike rises
David Robertson, Chief Economist at Bendigo Bank, has maintained his long-held view that the Reserve Bank of Australia (RBA) cash rate will remain unchanged throughout the year in his his July Economic Update.
Former NRMA, Virgin, Wotif marketer Michael Betteridge travels onto c-suite, becoming chief commercial and operations officer for Travel the World
Former NRMA, Virgin marketer and travel and tourism executive, Michael Betteridge, has become the new chief commercial and operations officer for travel services provider, Travel the World Group.
Booktopia enters voluntary administration, explores sale and recapitalisation options
Booktopia Group and its subsidiaries have entered voluntary administration two weeks after calling a trading halt at the ASX-listed online retailer and amidst concerns for its financial future.
Mi3 launches FY25 Marketing Customer Benchmarks: 105 companies, $3bn spend, three-speed marketing emerges
Australia is experiencing a three-speed marketing economy as KPIs are upended and priorities exponentially diversify for marketing leaders in the midst of the dour economic climate and changing business needs.
Connected TV ad frequency up, screen strategies favour dOOH and digital video bundling, IAB report finds
Digital video advertising investment across all screens (mobile, desktop and CTV) is now a significant or regular part of marketing activity for 92% of advertisers, according to IAB Australia’s new Video Advertising State of the Nation Report.