Stories by Brad Howarth

Campaigns have been a part of marketing since marketing began. Now Vivek Sharma believes its time to let them die, and Da Vinci is his chosen assassin.

It’s been almost 10 years since Victoria’s Metro Trains and McCann Melbourne had Australians singing about being killed by public transport.

If Priscilla Hajiantoni hadn’t struggled with her skin as a teenager, it is unlikely she would have ever set out on the journey that led her to found her own skin care range three years ago. Now she is hoping to reward those customers for the loyalty they have shown through a new program built on the Yotpo ecommerce marketing platform.

One of the common challenges facing direct-to-consumer brands is getting products into the hands of would-be consumers before they purchase.

While many direct-to-consumer startups were out raising millions of dollars to recruit customers and build their brands, Rob Ward and Chris Peters were finding that solving a real customer problem gave them all the momentum they needed to build a global business.

Design has played a critical role in the emergence of many of Australia’s leading digital organisations. But with total demand for designers estimated to be growing upwards of 13 per cent annually, new solutions are needed to ensure a steady supply of suitable workers equipped with the specialist skills needed for modern design challenges.

By Caroline Ruddick’s estimation, the marketing of law firms has traditionally resembled wallpaper – visible, but easily dismissed.

Few CMOs could claim to have landed their dream job while dressed as Elvis Presley, but Funlab‘s chief marketing officer, Oonagh Flanagan, can.

In the digital era, it is not uncommon to see the lines between industries blurred. In the case of retail media however, those lines are practically obliterated.

Trust is a precious commodity – difficult to earn, but easy to lose – and becomes even more valuable when the provenance of an item or brand is play.

Leads may be the goal of any B2B marketer’s lead-generation activity, but not all are created equal.

There’s no doubt the appetite for content has never been healthier. In 2021, the global content marketing industry was estimated to be worth US$66 billion in revenue, growing to US$76 billion this year. It’s expected to double by 2026 to US$137 billion.

Any new brand with ambitions for rapid growth quickly faces a plethora of choices when it comes to acquiring the digital marketing platforms that will support that growth. However, when Melbourne-born furniture maker, BROSA, was confronted with these choices, it opted to do something few other brands in its category have done – develop its own software.

Celebrity support can provide a massive boost for any brand, and for Rachael Finch, her prominence as Miss Universe Australia 2009 and career as a reporter and reality television contestant has provided the ideal marketing foundation for her wellness brand, Kissed Earth.

Adam Matheson understands the intimidating feeling people can experience when seeking information on wellness. It’s something he himself felt when he began his own wellness journey soon after his wife received her diagnosis of breast cancer.