Mars ups its sustainability creds with reef program
Mars has launched a documentary on Amazon Prime showcasing its international reef restoration program to help cultivate healthier oceans.
The Growth Agenda
James Hurman: forget customer retention it’s all about spend
Advertising effectiveness expert James Hurman said retailers should focus less on customer retention rates and more on how much people spend over time to drive growth.
Attivo snares heavyweight for growth push
Attivo Group has bolstered its management team appointing seasoned advertising executive Anthony Gregorio to helm its growing ANZ business.
Are CMOs the natural successors to CEOs?
Marketers are the best candidates for CEOs due to their in-depth customer knowledge and ability to drive growth, according to The Marketing Academy’s Sherilyn Shackell.
Aussie agency to rival System1, Kantar with research tool
Paper Moose has built an AI-powered creative testing and research tool it claims can rival System1 and Kantar.
Raised by the algorithm, craving positivity, next gen are game for change
The ice bucket challenge is back and R/GA’s Victoria Curro believes its an example of how marketers can create positive digital experiences for a new generation.
New ‘no politics’ party spruiks independent wines
Forget the democracy sausage, a bold marketing campaign from online wine retailer Naked Wines is hijacking the election to urge Aussies to support local independent wines.
Brands ready for onslaught of AI-generated ads
The arrival of marketing campaigns generated entirely by artificial intelligence is inevitable, consultants say.
Reddit doubles down on human element
Reddit COO Jen Wong believes Australia is on track to gain a significant share of wallet, just as soon as brands realise the potential of the community site.
NRMA is driving record growth as it goes national
The NRMA set out to boost awareness of its travel and rewards program and wound up with record growth and engagement.
Can marketing keep Australia fair?
As sustainability builds a more significant presence in the boardroom, marketers need to seize the moment to change the brief and adopt more responsible practices.
Online papers a top source of news in election time
Online newspapers have emerged as a top source of election-related news content for a broad mix of Australians, as the nation prepares to vote.
All the ingredients to save a world of waste
Saveful wants to help eliminate Australia’s $36.6bn annual food waste problem and it’s attracting heavyweight supporters such as Qantas, Nestle and Bega.
Innovation is not a solo mission: leading the way on AI doesn’t mean you have to understand AI
Marketing leaders don’t need to become AI experts, they need to surround themselves with the best team to create AI-led initiatives, writes Lucio Ribeiro.
Mateship is out and me-ship is in as Aussie values shift
The great Aussie ideal of mateship is gone, with consumers responding to years of uncertainty with an increased focus on their individual needs.
Tesla troubles fuel Polestar’s premium market surge
Tesla woes are Polestar’s gains with the premium EV brand predicting a steady trajectory for the year ahead.
HCF readies for ad agency review as Clems senior staff exodus continues
Health insurance company HCF has severed ties with ad agency Clemenger BBDO following an agency merger and an exodus of senior leadership staff.
Cost-centre or growth driver? Creativity’s role in financial success
The empirical evidence is clear, writes Droga5’s Matt Michael, the companies that invest and prioritise creativity are financially more successful than their competitors.
Iconic noughties fashion brand gears up for its global revival
Nostalgia for the 90s and noughties is fuelling a fashion revival and iconic clothing brand Superdry is riding the wave with a plan to double its sales in Australia to more than $100m.
Cultural relevance and power could become a key metric for brands
The launch of a tool to assess a brand’s cultural power and identify ways to better engage with communities, has raised the age-old question, do brands have a right to be part of culture?
Crikey: Bonds smuggles its undies range into the US market
Bonds, one of the most quintessentially Aussie brands, has launched into the US market with an exclusive Amazon deal and an ad starring Robert Irwin in his undies.
A bank or a media network? CBA talks evolution
The Commonwealth Bank of Australia has a stable of media and technology products, so is it accurate to still call it a bank?
How Aussie marketers are missing out on omnichannel success
Influential global digital marketing leader Neil Patel tells The Growth Agenda why businesses that aren’t omnichannel and omnipresent “are screwed”.
Aussie transforms into one-stop property shop
Aussie, the iconic home loans brand, has expanded beyond mortgages, adding a host of new services, in a bid to become the primary property destination for Australians.
As the election ads kick off, we can take a five-week break from the truth
As the election campaigns officially kick off, Toby Ralph reminds us that truth is collateral damage in social media algorithms.
‘Close’ poll prompts expected ad cash splurge
Media players are set to receive a welcome uplift in advertising spending as election campaigns deliver a much-needed boost in revenue for the sector.
A killer app? Warner Bros pushes premium content in Max ad blitz
Warner Bros Discovery’s streaming platform Max may be a latecomer to the market, but the company is banking on a major ad blitz promoting its “killer” premium content to entice viewers to another streaming platform.
Pop Mart targets mainstream with collectibles craze
Cult Chinese retail brand Pop Mart is ready to drive growth locally with a plan to open new stores and target a mainstream audience.
Banking on simplicity to drive one million new customers
A quirky new campaign from Bankwest aims to help the 130-year-old brand to attract one million new customers and become Australia’s favourite digital bank.
Original URL: https://www.theaustralian.com.au/business/growth-agenda