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Case Study

Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.

Case Study

Karma Group, a luxury travel and lifestyle brand, increased global awareness of its brand by inviting people to join a private members travel club with exclusive benefits.

Case Study

The CommonWealth Bank, a banking brand, created a targeted campaign that aimed to increase brand familiarity and consideration among Chinese and Indian migrants in Australia.

News

SYDNEY: Trust and transparency play a vital role in determining the strength of any relationship between a brand and its customers, yet it appears only 15% of Australian companies explicitly indicate they share consumer data with third parties.

News

SYDNEY: Four days after several sponsors reacted decisively to the admission of ball tampering by three Australian cricketers, there are now suggestions that they may have been too quick to pull the plug.

Article

Chatbots are getting a lot of industry buzz – but brands must strike the right balance between utility, purpose and customer centricity in chatbot development to avoid being a flash in the pan.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

News

SYDNEY: Despite recent scandals, the reputation of the Commonwealth Bank of Australia has held up with customers, thanks in part to its focus on enduring values, a leading executive has argued.

Article

This article outlines how Commonwealth Bank, Australia's largest bank, is building brand longevity in a fast changing category under increased public scrutiny.

Article

This article covers how ANZ, one of Australia's big four banks, has streamlined its in-branch customer experience with digital and data-driven initiatives.

News

SYDNEY: Achieving transparency in advertising is a perennial problem, believes Sunita Gloster, CEO of the Australian Association of National Advertisers (AANA).

Article

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

Research Paper

This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.

Case Study

The case study explains how Commonwealth Bank of Australia (CBA), the largest banking institution in Australia, was able to reach a younger audience through a community-driven integrated campaign.

Article

This article argues that the era of personalisation has moved on from direct marketing tactics and is rapidly heading towards creating business value through personalised communications and customised seamless experience systems.

Gunn Report

Contains the film creative 'We Could Have Been' for Commonwealth Bank by the agency M&C Saatchi in Australia.

News

SYDNEY: Australia's most mentioned consumer brand in 2015 is actually a social media platform, new research shows.

News

SYDNEY: More than three quarters of Australians access financial services from their smartphone or tablet every month, making the country a key target market for fin-tech disruption.

News

KOLKATA/SYDNEY: Bank brands in the APAC region posted impressive increases in their brand valuations over the past year, according to the latest international comparisons from Brand Finance.

Article

This event report describes how three Australian brands - ANZ, the bank, CPA Australia, the professional body, and Woolworths, the supermarket chain - have used content marketing to reach and engage audiences.

Article

This essay argues that purpose is key to building brands in the digital age with three key behaviours driving changes in how people relate to brands.

News

Warc subscribers in Australia took an international outlook when searching for information about emerging trends and best practice this year.

Article

This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing.

News

LONDON: The deadline for entries to the 2013 Warc Prize for Social Strategy, a global competition with a $10,000 prize fund which aims to find the best examples of social ideas that drive business results, has been extended to December 19th.

Article

This event report looks at how marketers can prepare for the "sensory era", when digital technology will permeate life to such an extent that information covering everything from what groceries need to be stocked up in the fridge to the amount of exercise an individual has done during the day will be accessible in real time.