Innovation strategies at the Commonwealth Bank of Australia

This event report details Commonwealth Bank of Australia's response to a variety of consumer and media trends in its marketing strategy.

Innovation strategies at the Commonwealth Bank of Australia

John Davidson

Brands must embrace change and innovation, be empowered by technology and really start to listen to their customers. That's the view of Andy Lark, chief marketing and online officer for the Commonwealth Bank of Australia, the country's largest bank.

Lark was speaking at ad:tech 2013 in Sydney, Australia, about how his company is pioneering itself through innovation. The Commonwealth Bank is renowned as a strong brand – and as a company that takes risks with its marketing strategy and creates unique ad campaigns.

Technology is disrupting everything, which...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands