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online personality

Taking your online personality from “on-bland” to “on-brand”

by Rian Newman | 24 Feb 2017 | in Stories

A little while back this sponsored post from National Australia Bank (NAB) appeared in my Twitter feed… Amirite? pic.twitter.com/c9dF4qUviP — NAB (@NAB) January 17, 2016 While the bank probably thought its topical trifecta of emojis, More >

ghostwriting

What’s in a byline? The case for ghostwriting

by Samantha Waterworth | 21 Feb 2017 | in Stories

The rise of content marketing has brought with it a demand for ghostwriting like never before. But shouldn’t content be written by the person who gets the byline? Samantha Waterworth explores… Ghostwriting: The endeavour a More >

marketing cut through

The CMO Show: Crafting your cut through with Floyd Larsen

16 Feb 2017 | in The CMO Show

How do you win share of wallet when you’re up against more than 50,000 competitors? Floyd Larsen, CEO at Cure Cancer Australia, knows a thing or two about that…  A core marketing message should be More >

marketing lessons

Thinking outside the block: Unlikely lessons in leadership from real estate

by Mark Jones | 14 Feb 2017 | in Opinion

Real estate agents. Come on, be honest, do you trust them? Is there anything a discerning entrepreneur, marketer or business leader could glean from the time honoured tradition of marketing and selling property? Well, I More >

storytelling series

Campaign watch: Square finds success with storytelling series

by Samantha Waterworth | 07 Feb 2017 | in Stories

How do you market your brand without so much as uttering its name? With a good story, of course. Square, a mobile payments company led by Twitter CEO Jack Dorsey, has unveiled the first instalment More >

fake news

Fake it ‘til you make it: The unfortunate truth behind fake news

by Ewan Miller | 03 Feb 2017 | in Stories

Ethically dubious motives aside, fake news and content marketing face many of the same challenges. Ewan Miller unpacks the digital marketing techniques that fake news gets so right – no matter how wrong. Over the More >

digital analog marketing

The CMO Show: Anders SN on marketing with chutzpah (and zombies)

02 Feb 2017 | in The CMO Show

Why can’t we all be Nike? What is the true value of customer data? And how can personal transformation impact marketing? These are the sorts of questions that digital marketing futurist Anders Sorman-Nilsson has dedicated More >

Feminist marketing campaign

Campaign watch: Ditching the “pink it and shrink it” approach to female marketing

by Ewan Miller | 26 Jan 2017 | in Stories

In a world turned upside down, a Wall Street investment firm has just launched one of the freshest feminist marketing campaigns of the year. It’s harsh but true that we live in a country where More >