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INTERVIEW shares

Lavazza Australia MD goes deep on global strategy, tennis and ‘Italianness’

MD Silvio Zaccareo explains Lavazza Australia’s motivation for sponsoring all four tennis Grand Slams and explores its delicate approach to local...

BY Josh Loh

25 January 2019 3 min read

OPINION shares

Is better customer support coming at the expense of your customer experience?

Are we finally approaching an era free from call centres? Is that even what we should be aiming for? According to Stephen Altrogge, brands should be...

BY Marketing

8 January 2019 3 min read

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From fantastic to frustration – Pip Stocks breaks down relevance in the digital age

When brands go from fantastic to frustration, how should your brand keep up? In her Christmas article that is explicitly not a Christmas article, Pip Stocks...

BY Marketing

6 December 2018 2 min read

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Choosing a narrative – solidifying an evolving brand identity

The best brands are a collective of thoughts, feelings and concepts in the public imagination, says brand identity expert Tom Spencer. Brands often ask me...

BY Marketing

3 December 2018 3 min read

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Will brands band together to keep Amazon at bay? Partner marketing forecast

Australian brands joining forces, WeChat becoming a primary platform for Australian marketers, and measuring influencer ROI. Simon McDonald reveals his five...

BY Marketing

29 November 2018 3 min read

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Brain trust: does your digital marketing need some refreshment in 2019?

Marketing hears from five top marketers on how they are refreshing digital marketing in their industries for the coming year. Cat Prestipino –...

BY Marketing

26 November 2018 4 min read

CASE STUDY shares

New car, new market, new audience – when Volvo’s campaign was too successful

How Volvo tailored a content campaign so impactful that its dealers asked for marketing activity to be stopped because they couldn’t deal with the demand....

BY Marketing

26 November 2018 3 min read

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Dreams for dollars – branding is full of contradiction, but that’s why it works

The world is full of contradictions and marketing’s no exception. Sérgio Brodsky lends his two cents on the brand debate. This article originally...

BY Sérgio Brodsky

23 November 2018 4 min read

OPINION shares

Marketing draws the death card

To be clear, Jamie Mackay here discusses the conceptual death of marketing as an abstraction, not us the magazine, Marketing. We’re here to stay....

BY Marketing

20 November 2018 3 min read

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Tackling touchpoints – making the most out of memorable brand experience

Gone are the days when retail marketing touchpoints were only steps in the path to purchase. Kantar TNS’ Jon O’Loughlin and Ryan France lay out how...

BY Marketing

19 November 2018 3 min read

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Seven marketing trends for the food sector in 2019

New technology, diet consciousness and environmental concerns are shifting rapidly as we enter 2019. John Saadie advises food retailers on seven key trends...

BY Marketing

15 November 2018 3 min read

Changing the loyalty game – bringing gift cards into the 21st century

Here’s a deep dive into how gift cards have changed retail and the innovations that incentive-based businesses are bringing to the loyalty game. This...

BY Marketing

15 November 2018 3 min read

OPINION shares

Why marketers need to stop speaking to Gen Z as if they are Millennials

Gen Z girls are about to turn 23, yet many brands still don’t take them seriously and even worse, keep mixing them up with Millennials. Stacey Hicks...

BY Marketing

14 November 2018 4 min read

FEATURE shares

Taking the plunge – six risky brand campaigns that paid off

While marketers love to experiment, most marketing today is a result of tweaking tactics that have previously been proven to work. Fiona Killackey...

BY Marketing

12 November 2018 3 min read

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Five key marketing takeaways from the Fast Company Innovation Festival

The fourth annual Fast Company Innovation Festival brought together leading figures and brands across business, design and culture for a week of discussions...

BY Marketing

8 November 2018 2 min read

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How Australia’s best marketers are sparking a trust renaissance

As 2018’s Marketing Academy scholars graduate from their 10 month program, Marketing asks Hannah Sturrock to share some insight into what happens when...

BY Marketing

31 October 2018 3 min read

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“Design was a function, now it’s a strategic tool” HP’s design revolution

HP is placing design front and centre as it looks to pivot from a tech company into a lifestyle brand. By Natalie Mortimer. Hewlett Packard (HP) is well...

BY Marketing

26 October 2018 3 min read

OPINION shares

Embrace designed complexity and grow your brand

Life is not simple. Recognise this and short-live the dangerous comfort of ‘ignorance is bliss.’ Confusion. This is the enemy. We do not wish to...

BY Sérgio Brodsky

24 October 2018 5 min read

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Connected care – what it takes for brands to go from good to great

Most good brands tick four out of five boxes required for greatness. What are they missing? Connected care, says Lee Naylor. Recently, we have seen a number...

BY Lee Naylor

18 October 2018 1 min read

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