Marketing Magazine

OPINION shares

Three seasonal themes for the discerning brand

Alisha Dunsford says seasonal aesthetics can support sophistication. With Easter behind us, Christmas is just around the corner (yep, I went there) and in...

BY  Marketing

24 April 2017 3 min read

OPINION shares

Trade marks 101: want to get one but don’t know how?

Chris Round and Monica Lillas walk through the process of registering a trade mark to make sure you do it right. The best-known brands have long recognised...

BY  Marketing

21 April 2017 5 min read

OPINION shares

Pull don’t push: don’t miss out on the experiential marketing ‘unfair advantage’

Good experiential marketing will give your brand an unfair advantage, writes Madeleine Preece, so what are you waiting for? Brand experiences, real life...

BY  Marketing

11 April 2017 3 min read

OPINION shares

Stick with your schtick: three keys to brand consistency

Consistency is the backbone of brand success, but many brands are leaving it behind. Susanna Kass has three keys for consistent, successful brand...

BY  Marketing

10 April 2017 3 min read

OPINION shares

Why brand cause shouldn’t be thought of as a responsibility or an obligation

Here’s Paul Fisher’s advice on choosing a cause for your brand to support. This article originally appeared in The Versus Issue, our...

BY  Partner

4 April 2017 3 min read

FEATURE shares

Driving change with Uber and DrinkWise

Social responsibility and collaboration feature in Uber and DrinkWise’s ‘Be a Friend’ campaign. This article originally appeared in The...

BY  Marketing

4 April 2017 1 min read

CASE STUDY shares

How Cartoon Network brought back ‘The Powerpuff Girls’

This case study examines Cartoon Network’s digital-first campaign to reach a new generation of Australian viewers. This article originally appeared in...

BY  Marketing

3 April 2017 2 min read

OPINION shares

Don’t get caught out: six tips for creating advertising that’s not misleading

Learn from the mistakes of these six big brands and avoid the consequences of misleading advertising. Written by Zaven Mardirossian, Matthew Lees and David...

BY  Marketing

31 March 2017 4 min read

CASE STUDY shares

How pirates and ‘mummy bloggers’ helped OPSM take on Specsavers

When Specsavers entered the Australian market six years ago, OPSM’s price premium and market share came under threat. The Penny the Pirate campaign...

BY  Marketing

29 March 2017 4 min read

OPINION shares

Adman: Andy Warhol’s origins as a commercial artist and illustrator

Andy Warhol’s connection with brands began more than a decade before his iconic pop art images of Campbell’s soup and Coca-Cola. David Waller...

BY  Marketing

29 March 2017 1 min read

OPINION shares

Why the changing of the guard in Formula One is a marketing win

The departure of “overlord” Bernie Ecclestone gives way to a new era in which Formula One will embrace social media, provide value for brands...

BY  Marketing

24 March 2017 2 min read

OPINION shares

Women’s sport: the marketing opportunity too good to ignore

Big crowds and big brands are flocking to Australian women’s sporting leagues, but there’s still plenty of opportunity to get in early, says...

BY  Marketing

23 March 2017 2 min read

FEATURE shares

The plucky few: the top 10 most disruptive brands in Australia and New Zealand

Rob Grant lists 10 of the most disruptive brands in Australia and New Zealand, and what we can learn from them.   This article originally appeared in...

BY  Rob Grant

20 March 2017 7 min read

OPINION shares

Marketing nirvana: has Rob Morrison found the perfect brand?

Some brands we admire, some we aspire to, some we even envy, but Rob Morrison argues there’s one perfect brand standing head and shoulders above all...

BY  Rob Morrison

16 March 2017 2 min read

OPINION shares

Extreme versus mainstream marketing: engaging consumers when the middle is melting

The middle is melting, writes Steve Sammartino, and with it the safety of middle of the road marketing. This article originally appeared in The Versus...

BY  Steve Sammartino

14 March 2017 4 min read

INTERVIEW shares

How One Championship became the first truly pan-Asian sports media property

Marketing speaks with Chatri Sityodtong, founder and chairman of One Championship, Asia’s largest sports media property. One Championship is...

BY  Peter Roper

9 March 2017 5 min read

FEATURE shares

Feature: how Vinomofo got its mojo

Last year Vinomofo hit half a million members and launched its first ever mass-market advertising campaign. Marketing explores how it got here after only...

BY  Peter Roper

8 March 2017 4 min read

OPINION shares

How tweaking ASOS’ CX could redefine retail

RMIT Master of Marketing students redesigned ASOS’ customer experience journey to show how it could redefine and transform online retail into a...

BY  Spec Work

7 March 2017 2 min read

CASE STUDY shares

Case study: fighting for freedom in the #FreeAJStaff campaign

When three Al Jazeera English journalists were arrested by Egyptian authorities in late 2013, Ogilvy PR Australia was called upon to provide media and...

BY  Marketing

3 March 2017 4 min read

OPINION shares

Trump’s impact on the America brand, and what it can teach us about branding

Dan Ratner looks at America as a brand, and ponders what Trump’s ‘rebrand’ of the nation can teach us about branding. The ascent of Donald...

BY  Marketing

1 March 2017 3 min read

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