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 means radical change for marketers, Lark said. Pressure points are media fragmentation and realignment, and the proliferation of trackable user data, he added; in this environment, creativity will need to demand attention, and marketers will need new skills and new thinking.