Last week under a request from Prime Minister Anthony Albanese, the Federal Attorney General [AG] Mark Dreyfus dropped a privacy curveball – the new Privacy Act will be introduced into Parliament in August, well ahead of an end-of-year deadline many thought would spill into next year. More pressing for the broad church of marketing, media, CX, adtech, programmatic and ecom teams across every industry sector, it appears the rhetoric from the AG and even the new Privacy Commissioner on the definition, treatment and transparency of personal information is firming against many current and emerging industry practices – first-party customer data matching between different entities is just one. The use of website tracking pixels is also under investigation, led by a Privacy Commissioner probe into how TikTok deploys such code. “It would have significant implications for a huge number of things,” says Omnicom Media Group’s Chief Investment Officer Kristiaan Kroon on any restrictions in customer matching programs. “From an Omnicom perspective, we would say privacy reform is one of the top things that will redefine our industry in the coming decade.”
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CommBank, Paramount launch new TV series tackling financial literacy
CommBank has created a new television series that’s set to air on 10 and 10 Play, with the first episode of the 8-week program to premiere on Saturday 11 May at 6pm.
CX disconnect: Banks, carmakers, telcos failing to join customer dots, ‘gaming’ NPS, measuring wrong outcomes, undermining martech investments – but uni’s nailing it
The stampede by companies into CX, with massive associated investments into martech, specialists teams and organisational overhauls, is having little impact on customer experience scores – and big banks, telcos, and car brands are at best benchmarked as average, despite investing billions collectively. CSBA Managing Director, Paul van Veenendaal, has seven years of CX performance data from 12,000 annual assessments across 200 Australian firms and it’s a sobering read for those firms heralding their commitment to connecting up and improving the experience across all customer contact points. In short, all that tech investment is simply not hooked up to customer contact centres – and NPS scores, which many leadership teams have linked to performance and bonuses, are “being gamed”, he warns, for better but hollow CX benchmarks. No big brands feature in the top 10 of CSBA’s CX rankings, and only one, a superannuation company, makes the top 20. Chatbots aren’t up to scratch yet, says van Veenendaal, and companies have “pretty much parked” speech analytics. Meanwhile despite heavy investment in digital transformation, call centre volumes have not declined over the last seven years – and those call centres are focused on the wrong outcomes and metrics, he says. Hence underwhelming CX scores across CSBA’s rankings. But some sectors are nailing it: Universities and colleges, utility companies and local authorities – the latter at least partially due to the policies of a one-time adman and former Victorian Premier. Here’s where van Veenendaal thinks it’s all going wrong – and how to fix it.
Oi Ocha’s ambassador catch: Australian tea brand partners with baseball superstar Shohei Ohtani
Australian-grown Japanese tea brand, Oi Ocha, has announced a partnership with baseball superstar Shohei Ohtani.
Making affiliate marketing and partnerships valuable: IAB, BikesOnline, Commission Factory, Cashrewards, outsourced CMOs, Are Media weigh in on why they’re doubling down on affiliate marketing over Google – and what’s stopping others
On one level, this week’s IAB’s Affiliate and Partner Marketing Summit felt like an ’emerging marketing channel is coming of age’ moment. Brands, agencies and publishers touting the benefits of affiliate and partnership marketing as an increasingly viable, full-funnel solution to customer acquisition, building brand awareness, understanding sentiment and consideration that benefits both sides. If only everyone could align on commission schemes, upfront versus post-delivery payments, measures of success, perceived versus realised value – and cut the gamble out, of course. Because the event also signalled another contest is brewing between what a media / publisher / influencer thinks their channel, content and reach is worth, and what brands are willing to pay for it. And just like the battles still present in many of our more mature media channels, there’s a lack of consistency around metrics, immature referral and attribution models, perceived rigidity / flexibility of commissions and payment models, and simple education all inhibiting perceptions of value and alignment.
SMI: Australian ad demand dips amidst global growth
Standard Media Index’s (SMI) March results reveal a 6.6% drop in ad demand in Australia, partially attributed to the timing of Easter.
Spotlight extends partnership with Starlight Children’s Foundation, fuelling creativity for sick kids
Australian retailer, Spotlight, has extended its partnership with Starlight Children’s Foundation as the ‘Official Creativity Partner’ for 2024 for the third consecutive year.
4 lessons in customer insight, leadership and creative success from the former Global Radio UK CMO, Unilever ice-cream brand manager and MyBrandTruth co-founder, Giles Pearman
Customer obsession to attain product market fit, stronger team talent management, fostering singular creative vision that spurs brand growth – they’re all critical for marketers, media executives and agency leaders right now. And they’re all things Giles Pearman has a firm opinion on thanks to a raft of practical experience in the field. The current co-founder of MyBrandTruth and startup coach, who earned his stripes as group marketing chief of Global Radio UK and ice-cream product manager from the school of Unilever brand management, is now a mentor for the Global Mentorship program and is keen to coach others through the challenges they face through his own unique storytelling approach.
HeartKids promotes marketing chief to CEO after Lesley Jordan steps down
HeartKids, a national not-for-profit organisation focused on supporting and advocating for people impacted by childhood-onset heart disease (CoHD), has promoted its Chief Operating and Marketing Officer,Marcus Sandmann, to the top job.
NSW Government and Entropico unveil campaign to tackle coercive control
The NSW Government, in collaboration with creative production company Entropico, has launched a campaign aimed at raising awareness and understanding of coercive control.