Marketing Magazine

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INTERVIEW shares

Disruption, expansion and good causes with Koala mattresses

Marketing spoke with Dany Milham and Mitchell Taylor, founders of Koala mattresses, about disruption, their support of the Port Macquarie Koala Hospital,...

20 May 2016 4 min read

INTERVIEW shares

Airbnb CMO on campaigns, new demographics, trust and milliennial cool

Marketing spoke with Airbnb CMO Jonathan Mildenhall about the brand’s new segmented and destination marketing campaigns, and how it will maintain...

17 May 2016 4 min read

OPINION shares

Click-to-call: Have you included the jump offline in your path-to-purchase planning?

While the research consumers put into purchase decisions is increasingly conducted online, many still prefer to make purchases offline. John Busby outlines...

16 May 2016 2 min read

CASE STUDY shares

Case study: how Jus Burgers set itself apart from franchises and big business competitors

Campaign: #honestlylocal Client: Jus Burgers Agency: Hancock Creative Background When UK chef Justin Bell arrived in Perth 16 years ago, he quickly realised...

16 May 2016 2 min read

CASE STUDY shares

Tablets on the runway: inside Lenovo’s fashion-forward influencer campaign

This case study details the influencer marketing campaign that aligned Lenovo, fashion designer Toni Matičevski and Mercedes-Benz Fashion Week....

29 April 2016 4 min read

OPINION shares

Paid or earned? Marketers in Australia and New Zealand are failing the balancing act

New research shows marketers in Australia and New Zealand are behind worldwide trends when it comes to the balance between paid and earned marketing. Greg...

29 April 2016 3 min read

OPINION shares

Spirit of Anzac a learning experience for creative director, too

Heath Campanaro shares lessons he learned while taking on Australia’s largest and most ambitious experiential project, the Spirit of Anzac Centenary...

20 April 2016 5 min read

OPINION shares

Brand promises and the customer experience gap

Today’s consumers expect promises to be kept. Delivering on brand promises, writes Alex Allwood, is fundamental to unlocking customer value. There are...

BY Alex Allwood

18 April 2016 3 min read

OPINION shares

Set them free: why you should let service relationships end positively

Paul Taylor tells us why managing customer experience at the end of a service relationship is equally important as other stages of the relationship. Is it...

12 April 2016 4 min read

CASE STUDY shares

Underdog: Just For Pets’ award-winning brand extension

This marketing case study looks inside the strategy, execution and results of retailer Just For Pet’s launch of Pet Health Centre that delivered value in...

11 April 2016 5 min read

CASE STUDY shares

Unlimited: creating the new Western Sydney University brand

In this marketing case study, go inside the process of transforming the University of Western Sydney into Western Sydney University, including the strategy,...

7 April 2016 5 min read

OPINION shares

Leading with price

Price can be your strongest branding tool, writes Steve Sammartino. There are a lot of definitions of what a brand is, but I’m more interested in what a...

BY Steve Sammartino

6 April 2016 7 min read

OPINION shares

What the Tesla Model 3 announcement teaches us about the importance of purpose and consistency

Alex Horner writes that Tesla’s launch of an affordable model electric car this week is the result of a decade of relentless pursuit of...

5 April 2016 5 min read

CASE STUDY shares

Case study: Investment heroes in disguise

Campaign: ‘Investment heroes in disguise’ Client: ASX Agency: Mercer Bell Background Equity options had an image problem....

29 March 2016 5 min read

OPINION shares

Can the Bunnings name reverse the fortunes of Homebase in the UK?

Cecylia Grendowicz explores the changing nature of the UK home improvement retail market, and asks whether Wesfarmers’ acquisition of the Homebase...

29 March 2016 2 min read

OPINION shares

The relationship between customer service and financial performance is clear

Forget the competition and focus on world-class customer service, writes Jamie Allan. Customer service and convenience should be at the top of the...

18 March 2016 3 min read

OPINION shares

Creativity and crowdsourcing: how does Australia stack up globally?

Yannig Roth asks whether Australia’s crowdsourcing adoption show marketers’ openness to innovation and creativity. Today, talk about the ‘dying of the light...

17 March 2016 4 min read

CASE STUDY shares

Case study: Brown Brothers ‘Colourful Conversations’

Campaign: Colourful Conversations Client: Brown Brothers Agencies: Flock of Starlings, Get Started Background Brown Brothers is one of Australia’s most...

7 March 2016 5 min read

OPINION shares

CRM plus MRM equals a better view of marketing performance

Papinder Kailesh outlines the importance for marketing managers to leverage both customer relationship management and marketing resources management....

26 February 2016 3 min read

OPINION shares

New rules of engagement: how modern branding is much like Tinder

Promoting a brand and engaging with consumers online in 2016 is, for Karl Moe, similar to having an account on Tinder. It is such a great time to be alive,...

26 February 2016 5 min read

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