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Marketing Magazine
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INTERVIEW 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
FEATURE 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
OPINION 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
CASE STUDY 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
OPINION 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
SPONSORED How Evernote silenced the critics by embracing customer-centricity
Evernote CMO Andrew Malcolm offers hints for success after Evernote’s recent successes. Sponsored content: this article was contributed by Corinium...
BY Partner
OPINION CMO of one of the world’s best known B2B video content plays explains how her team got the ideas over the line
Volvo marketing and communications director Ingela Nordenhav tells Emma Roborgh how she got one of the world’s best-known B2B video content play ideas...
BY Marketing
OPINION Why putting the customer first should be every transport brand’s priority
Kristen Vang looks at new CX developments by Qantas and how its innovative offerings give a competitive advantage. Putting the customers’ needs above other...
BY Marketing
OPINION Ritson on brand: pick an enemy and position against them. Hard.
Positioning against an enemy brand is a powerful yet under-utilised approach in marketing, writes Mark Ritson. This article originally appeared in The...
BY Mark Ritson
OPINION Embracing digital is the antidote to disruption for retailers
Katja Forbes looks at failing Australian retailers, and demonstrates why legacy brands which embrace online and social trends have no reason to fear a...
BY Marketing
OPINION Attention not-for-profits: marketing is not a dirty word
Far from being a dirty word – too sales focused and money-fuelled – marketing, says Sara Berry, is how not-for-profits will survive in the new competitive,...
BY Sara Berry
OPINION Thinking of rebranding? Avoid legal headaches with these five points
If you don’t know what you’re doing, rebranding can be fraught with risks and problems that can affect your business long after the relaunch...
BY Marketing
OPINION Does the Australian ad industry need its own Super Bowl?
Jason Dooris says the huge audiences and viral popularity achieved by Super Bowl commercials doesn’t necessarily equate to long-term brand performance...
BY Marketing
OPINION Political advertising and the dark side of influence
Ken Murray explores the rules and regulations – or lack thereof – surrounding truth in political advertising in Australia. I was watching the recent...
BY Ken Murray
OPINION Can this be the year packaging shifts from lovely images to lovely experiences?
With the annual season of excess and waste that is Christmas fresh in our minds, Lisa Mathews says 2017 must be the year of mindful packaging. Christmas is...
BY Marketing
SPONSORED Making brand design great again
To create commercially impactful brand design, we should use the power of images, rather than rely on rational persuasion, writes Nir Wegrzyn. – Sponsored...
BY Partner
OPINION Purpose: it’s built-in not bolted on
In the second instalment of their three part series on brand purpose, Ben Peacock and Scott Matyus-Flynn discuss how introducing purpose to your brand...
BY Marketing
OPINION Brand health – how is yours affecting customer equity?
Dr Abas Mirzaei and Associate Professor Chris Baumann discuss the findings of the impact of brand health on customer equity, and the implications these have...
BY Marketing
OPINION Trump and brand archetypes: why likeability doesn’t matter
If Donald Trump has shown anything, it’s that it’s important to understand the difference between archetypes and stereotypes, writes Susanna Kass....
BY Marketing
