Practical, thoughtful, premium resources for Australia’s professional marketing community, produced by Marketing Magazine’s editorial team in collaboration with industry thought leaders and organisations. The library includes marketing case studies, trend briefings, reports, templates, guides, tools, interviews with senior marketers, industry trend reports and more.
Showing 1–30 of 33 results
Legends Series Case Study: ‘Rhonda’
Inside the strategy, execution and extraordinary results. An extended and updated campaign post-analysis on the AAMI campaigns that captured Australia’s heart and mind. This is an extended and updated version of this case study following the series’ conclusion in 2014.
Case Study: Repositioning Barcelona
In-depth exploration of the strategy and execution work undertaken by Barcelona City Council over two years that created a new brand management model, developed a new story that tied to all its strategic sectors and positioned Barcelona as an open, creative and vibrant city for business and leisure.
Legends Series Case Study: ‘A2 Milk Company’
The strategy, execution and results of the A2 Milk Company’s establishment of the brand and launch campaign.
Legends Series Case Study: ‘The Most Powerful Arm Ever Invented’
An extended campaign post-analysis of including the strategy, execution and results of this extraordinary campaign for Save Our Sons, a small charity fighting Duchenne muscular dystrophy. Save Our Sons is a small charity for Duchenne muscular dystrophy (DMD), a rare and fatal muscle degenerative disease that affects one in 3500 boys. The charity had raised […]
Bluechip: Marketer Profile Collection, vol 1
They’ve reached the top, as high as a marketer can go before switching functions or running the whole business (and some of them even have). Find out how these pre-eminent figures in Australian marketing got there in their own words. Features interviews with: Sandra de Castro, NAB, David Scribner, Virgin Mobile, David Ginnane, Tabcorp, Lisa […]
Not-For-Profit Marketing: Case Study Collection, vol 1
Behaviour is hard to change, and without the budget luxury other enjoy it’s even harder. This collection of case studies features those campaigns and initiatives where bang for buck was of utmost importance, but the message could be life-changing. Brands featured: Red Cross Australia ‘Target Nuclear Weapons’ The Benevolent Society activation at Vivid Sydney Mission […]
Legends Series Case Study: Bupa’s shared value partnership strategy development
Inside the organisation’s development of a whole-of-business partnership strategy, model and assessment framework to ensure all investments in sponsorships, research partnerships and community initiatives create positive social and/or health impacts while delivering returns to the business.
Dumb Ways To Die
Extended campaign post-analysis including the strategy, execution and results of the Melbourne safety campaign that became the most-awarded work of marketing in the world.
Ebook: Re/Brands: Case Study Collection, vol 1
Rebrands, brand launches and brand relaunches. In Volume One of this series you’ll peak inside the strategic and creative process of some brand new brands and some old brands made new… plus find out how well they performed. Brands featured in this volume: Abbott’s Village Bakery brand launch, Virgin Australia rebrand from Virgin Blue, Twenty20 […]
Ebook: Simple Yet Effective: Case Study Collection, vol 1
This collection features cases that found new ways of looking at the world, of going back to basics, or simply nice ideas executed beautifully. In all cases, these campaigns got results. Brands featured in this volume: Nike ‘She Runs the Night’, Salvos Stores ‘I Love Salvos Stores’, Bulleit Whiskey ‘Speakeasy Series’, Australia Post ‘World Stamp […]
Ebook: The Trials & Tribulations of Brands, vol 1
In the words of insiders, find out how five brands faced some of the biggest challenges in marketing and business. This book is something of a retrospective. We spoke to the marketers in control of these brands at times when their organisations were in the midst of great adversity. Some have since bounced back. Some, […]
Ebook: Branded Content: Case Study Collection, vol 1
Content is King but it’s not just one thing. From televised mini-series to games to an app that helps you cook a steak, this collection of case studies focuses on those brand-funded ventures that deliver entertainment, utility or both to their target audience. Brands featured in this volume: Tourism Australia ‘No Leave No Life’ Westpac […]
Legends Series Case Study: I Bought a Jeep
Inside one of the most effective automotive campaigns in Australian marketing – driving a brand out of niche territory and coining a household catchphrase.
Ebook: Top Aussie Creative Ideas: Case Study Collection, vol 1
From Australia to the world – this collection of case studies analyses the objectives, strategy, execution and the all-important results of campaigns that fly the flag for the nation, including some that have been picked up and transported into other markets and inspired spin-offs. Brands featured in this volume: Coca-Cola ‘Share a Coke’ Breville ‘The […]
Legends Series Case Study: Pet Health Centre
It won the brand extension category and the overall prize at the 2015 AMI Awards for Marketing Excellence, and now here it is in an extended-format case study detailing the strategy, execution and results of Just For Pet’s initiative that delivered value in spades to customers and the bottom line.
Ebook: ‘Beyond Marketing: The hard and soft skills of today’s CMO’
‘Beyond Marketing: The hard and soft skills of today’s CMO’ is a 22-page examination of the skills and mindsets required of CMOs in today’s business environment. By Marketing contributor Dr Michael Valos, this ebook is a compendium of articles serialised in Marketing as The Valos Advantage. The overall premise is this: marketers need more than just technical skills to be […]
Conversations 2: More of the Most Insightful Interviews & Compelling Conversations with the People Behind the Brands
20 more of the most insightful, entertaining and surprising interviews of the year, from the ABC to Xero.
Purchasing Cloud Solutions
A simplified, thorough, vendor-neutral approach that takes the subjectivity and guesswork out of assessing cloud services, whether software-, platform- or infrastructure-as-a-service (Saas, PaaS, IaaS).
Mastering The Campaign Brief
This step-by-step guide to briefing an integrated marketing communications campaign was created for marketers to brief an agency, or agencies, for an integrated marketing communications (IMC) campaign, but is also useful for a specific creative/advertising campaign. Garbage in, garbage out – a brief gets the ideas it deserves. Many marketers treat the process of filling in […]
Mastering Content Strategy
How to develop a strategy for content marketing linked to marketing and business goals. With expert advice from Chris Rennie, content and digital director, Niche Media.
Mastering Personal Branding
Step-by-step guide with expert advice on understanding what personal branding really means and how to master your destiny with practical tools, with Trevor Young.
Step-by-step guide for approaching segmentation projects with expert advice from Experian’s Karena West.
Mastering The Research Brief
Step-by-step guide to briefing a qualitative, quantitative or integrated research project with expert advice from Ellen Baron, CEO of Ruby Cha Cha.
Mastering The PR Brief
This step-by-step guide to briefing a PR campaign was created for marketers to brief an agency, or agencies, but is also a useful exercise for in-house teams when starting a new campaign or project. From an integrated marketing perspective, a master brief (see The Campaign Brief starring Mark Sareff in our resources section) includes business objectives, audiences, messages and tone. This forms […]
Mastering Digital Marketing Strategy
A template for defining a digital marketing campaign or ongoing activity, with expert advice from Steve Hallam, Partner, Deloitte Digital.
Trend Briefing: ‘Internet of Things: opportunities and challenges for marketers in a connected world’
The ‘Internet of Things: Opportunities and challenges for marketers in a connected world’ is a 20-page report for marketers, that includes input from IBM, McKinsey, ADMA, Philips and more. Understand how The Internet of Things is creating challenges and opportunities for marketing departments in Australia and the world.
- Executive summary
- Foreword by Ian Wong, partner and interactive experience lead, IBM Australia and New Zealand
- Infographic: The Internet of Things ecosystem
- Feature: Building digital bridges in a connected world
- The debate: “There are no industries for which the connected world will not be a disruptive force.” Respondents: Dave Maunsell, Accenture Digital, Ian Wong, IBM Australia and New Zealand, and Steve Hallam, Deloitte Digital
- Opinion: Marketers must balance commerce against confidence to keep consumers onside – Daad Soufi, ADMA
- Opinion: Connected light and devices brings marketing and IT even closer – Gerben van der Lugt, Philips
Managing Agencies: current issues in outsourcing for marketing managers
Managing marketing suppliers is a complex issue. Learn the current thinking and best practice examples of managing marketing agencies and other suppliers of marketing services and whether it’s feasible for your organisation to bring functions in-house.
The Marketer’s Guide to Social Enterprise
Learn about the growing social trend of responsible consumption, how social enterprises and established brands are partnering for shared value amid and why many businesses are choosing to pursue the B Corp certification.
Hear the latest thinking and examples from a diverse range of experts from around the world. The Future Business Council, ING Direct, B Lab Australia, Social Traders, Pollinate Energy, Patagonia and Pamela Hartigan of the Skoll Centre at the University of Oxford.
Trend Briefing : Design Thinking
What is design thinking? Is it only for designers? (Spoiler:no.) How is it a strategic resource? And why does Deloitte credit design thinking with saving its business? Find out in this 20-page trend briefing that includes contributions from Roberto Verganti, the Design Management Institute, Deloitte, Designworks, FutureBrand, RMIT University and more.