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Six essential tips for bricks-and-mortar retailers to stay competitive

With dominant online retailers making big moves Down Under, bricks-and-mortar retailers will have to step up in order to get the edge, says Dave Scheine....

BY Marketing

1 June 2018 3 min read

How to unlock the hidden value in your presentation

Emma Bannister has seen billion-dollar brands damage their reputations and lose customers and clients overnight thanks to bad presentations. Will you make...

BY Marketing

28 May 2018 2 min read

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Four simple fraud protection tips for your partner marketing program

Partner marketing can be extremely valuable, but it can also leave brands vulnerable, says Neil Ranatunga. Protecting your business from fraud doesn’t...

BY Marketing

22 May 2018 3 min read

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The innovation paradox – how much choice is too much?

The industry is obsessed with innovation, but too many marketers are focusing only on the innovation of product, says Nikki Davey. Taking a step back to...

BY Marketing

21 May 2018 4 min read

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The true value of altruism – arts partnerships are a win-win-win

With 73% of Australians feeling that advertising can’t be trusted, building a community presence has never been so important. Last year Karen Monaghan...

BY Marketing

14 May 2018 4 min read

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Is your CX easy for those who need to execute it? Ignore convenience at your own peril

If it’s not convenient for you, then it’s not convenient for your customer, says Pip Stocks. Bad customer experiences can be avoidable when the...

BY Marketing

14 May 2018 2 min read

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“We’re over ads, even the good ones” – getting away from irrelevant ad theatre

Mike Edmonds wants to know why ads are so bad now. For marketers to earn back their wow factor, they have to figure out when they lost it. When was the last...

BY Marketing

27 April 2018 2 min read

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Caring is daring and intimacy is key: how to maximise your brand value

Australian brands are in CX decline, so why don’t they follow the five Cs? Pip Stocks says in the age of the consumer firms need to focus on customer...

BY Marketing

13 April 2018 2 min read

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Ten things to consider when developing bespoke multicultural creative

Tailoring your creative to specific multicultural audiences will deliver a 100% increase in engagement, says Thang Ngo. Marketers need to see the value in...

BY Marketing

12 April 2018 2 min read

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How far are your customers willing to trust machines?

Alistair Leathwood explains how to gain the trust of the most sceptical audience in APAC – Australians. From fake news to connected devices, chatbots and...

BY Marketing

9 April 2018 3 min read

NEWS shares

Spotify value hits US$26.5 billion after Wall Street debut

Spotify’s unorthodox public listing has led to a successful Wall Street debut, with the streaming company garnering a $26.5 billion valuation. The...

BY Ben Ice

4 April 2018 1 min read

CASE STUDY shares

How Cook Islands Tourism shifted its focus from ‘fly and floppers’ to ‘soft explorers’

Cook Islands’ primary tourism customer segment was travellers who visited resorts to sunbake. A competitive tourism industry meant a new audience had...

BY Marketing

3 April 2018 3 min read

CASE STUDY shares

How category insight and the world’s first cough predictor drove a healthy campaign

Through category insights, data breakthroughs and a cough-prediction algorithm, Prospan was able to boost sales and reach. This article originally appeared...

BY Marketing

20 March 2018 4 min read

CASE STUDY shares

The Fashions on the Field rebrand that saved a fan favourite

Racegoers were happy to post photos of themselves on social, but not to parade on a catwalk in front of judges and other punters. Here’s how Melbourne...

BY Marketing

7 March 2018 3 min read

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Fake news and tightening the brand safety belt

Jon Stubley talks fake news content and other brand safety threats, and certain measures brands are taking to combat them. Last month, Group M’s senior...

BY Marketing

5 March 2018 2 min read

CASE STUDY shares

How Soothers turned its Achilles’ heel into its greatest weapon

Coles’ decision to delete Soothers products from its range meant the brand had to fight for its life. It leveraged a gold nugget of consumer insight...

BY Marketing

21 February 2018 3 min read

FEATURE shares

Making memories: turning audiences into advocates with experience marketing

Today’s best brands take conversations with their customers offline through experiences that drive emotion, inspiration and education. By Fiona...

BY Marketing

16 February 2018 4 min read

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A brand identity “slowly chipped away” – has Myer lost sight of its customers?

A big part of Myer’s problem is that it has tried to be all things to all customers, say Sean Sands, and Michael Beverland. A big part of retail group...

BY Marketing

16 February 2018 3 min read

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Brands as legal assets – value, protection and exploitation

Brands are often seriously under-valued by the organisations that own them, says Eric Ziehlke. Here’s some legal considerations for better...

BY Marketing

29 January 2018 2 min read

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We are only starting to figure out the value of sponsoring sports

US$62.8 billion is spent on sports sponsorship globally, and this is only increasing. But until recently, there hasn’t been much evidence that sponsorship...

BY Marketing

18 January 2018 3 min read

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