Courtney Dwyer

If this can happen to Nike, it sure as hell can happen to you. Why Nike’s $27.5 billion loss is a wake-up call for businesses everywhere.    In his recent article in Mi3Australia - Luke Brown, CEO of AFFINITY Group, spells out how Nike managed to take itself out of the premier league after several own goals.   A must-read for anyone looking to build sustainable business growth. Link in the comments below.   #PotentialRealised #BusinessGrowth #PhysicalAvailability #incentives

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Don’t vote on Thursday for the party that’s best at advertising, it’s a different skillset to running a country. But if you wanted to know which of them does our stuff properly… Well, newsflash, it’s the Greens, with a cost per vote in 2019 of only 50p. And if you wanted to know who was worst, it’s the Lib Dems. At the last election, any party could have spent up to £19.5m chasing votes if they had candidates in every constituency. The Conservatives, Labour, and Lib Dems did just that. But, despite spending big, the Lib Dems got less than 4 million votes, only 12% of the vote share. Paul Dyson always says the bigger you are the better your ROI, and the lower your CPA, so perhaps the Conservatives and Labour benefitted from just being bigger than the Lib Dems to start with. Or maybe it’s to do with creative. This time the Lib Dems’ content is catchier. They’re betting on Ed Davey paddleboarding, riding rollercoasters, and racing down waterslides to improve their effectiveness. At the other end of the scale, the Green Party, spent only £440k but got almost a million votes. Part of it’s that they didn’t spend enough to get into diminishing returns, but it’s also that they’re double D. With a clear position on environmental sustainability, they’re both distinctive and different to the rest. 💰If you want to know how to improve bang for your buck in your marketing, and be able to convince your organisation to act, you should check out our course Data Works starting 8th October. It’s got a rundown of things to look for that might be holding you back, and it sets you up to make killer charts and stats, then nestle them in presentations that work to kick off change. 🚩Read more and sign up here: https://lnkd.in/evkgPgnu or for groups and questions talk to Imogen Howard via [email protected] For analytics consultancy drop Dr Grace Kite a message. #marketing #training #data

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Don’t vote on Thursday for the party that’s best at advertising, it’s a different skillset to running a country. But if you wanted to know which of them does our stuff properly… Well, newsflash, it’s the Greens, with a cost per vote in 2019 of only 50p. And if you wanted to know who was worst, it’s the Lib Dems. At the last election, any party could have spent up to £19.5m chasing votes if they had candidates in every constituency. The Conservatives, Labour, and Lib Dems did just that. But, despite spending big, the Lib Dems got less than 4 million votes, only 12% of the vote share. Paul Dyson always says the bigger you are the better your ROI, and the lower your CPA, so perhaps the Conservatives and Labour benefitted from just being bigger than the Lib Dems to start with. Or maybe it’s to do with creative. This time the Lib Dems’ content is catchier. They’re betting on Ed Davey paddleboarding, riding rollercoasters, and racing down waterslides to improve their effectiveness. At the other end of the scale, the Green Party, spent only £440k but got almost a million votes. Part of it’s that they didn’t spend enough to get into diminishing returns, but it’s also that they’re double D. With a clear position on environmental sustainability, they’re both distinctive and different to the rest. 💰If you want to know how to improve bang for your buck in your marketing, and be able to convince your organisation to act, you should check out our course Data Works starting 8th October. It’s got a rundown of things to look for that might be holding you back, and it sets you up to make killer charts and stats, then nestle them in presentations that work to kick off change. 🚩Sign up and read more here: https://lnkd.in/evkgPgnu or for groups and questions talk to Imogen Howard via [email protected] For analytics consultancy drop Dr Grace Kite a message. #marketing #training #data

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Big thanks to B&T for the fantastic write-up! 🙌 We've been having a blast over the past few months getting out there and chatting to brands from all walks of life. If you're a brand owner, stay tuned for more exciting updates in the next little while - big things are coming! 🚀 Mary Arbuckle Irina Dwyer #retailmedia #onsiteretailmedia #RM #startup #ladystartup

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My last post featured a recent partnership between Bluey - BBC and Gousto which is a great collaboration of two brands being able to effectively promote each other to their relevant target audiences ✅ However, MediaWeek in Australia (where Bluey originates from) have recently published an article in which a CEO at a consultancy firm criticises the brand for not aligning its partnerships to its purpose 👀 They give examples of Bluey partnering with sugary treat brands such as biscuits, flavoured milk and chocolate Easter eggs which are of course attractive to children, but make it difficult for parents/carers to say no to. And then they ask why the brand can’t champion nutrient-dense food and responsible marketing instead, to contribute to a healthier and happier generation of children 🤔 A great article that challenges a big brand on rethinking its partnerships to better align with its purpose. You can read it in full here: https://lnkd.in/eSPUNdCE #brandpartnerships #partnershipmarketing #brandcollaboration

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Arts & Culture Partnerships: Beauty & MrBeast Last month was a unique moment in Sydney Opera House history. We don’t normally do product activations on the Forecourt, but this wasn’t an ordinary ask. MrBeast is the most viewed person on the Planet, Gen Z’s ‘Oprah Winfrey’, who also appeared on the Opera House Forecourt giving things away, but that was 10-years ago! MrBeasts swift rise has been spurred by massive changes in the media landscape where individuals have replaced institutions as the gatekeepers of entertainment and information. Credit: Time Magazine. MrBeasts event provided a unique opportunity to embody the Opera House mission of being ‘Everyone’s House,’ by attracting a Gen Z audience, hosting a free public event, and generating partnership revenue to continue fulfilling our strategy. Other brands typically pay between US$2.5 million to $3 million for a MrBeast shout-out, and running an ad before one of his videos is similarly costly (Time Magazine). Thus, not only did the Opera House benefit financially, but we also gained by association. While exposure is not the Opera Houses primary need, demonstrating that it is a place for 'Everyone' and raising funds so we can continue to do so, is a priority. Props to the Head of Partnerships Chloe Sawyer and the #SydneyOperaHouse team and of course #MrBeast👏 🍫 Feastables and the extended team Luisa Caro Jane Dillon & Annabelle Gigliotti Organic Australia #Partnerships #ArtsFunding #Marketing #Culture Watch analysis from #GruenHQ Australian Broadcasting Corporation (ABC) #WillAnderson #LiannaRossi #ToddSimpson #SunitaGloster #JaneCaro

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Audio now represents 31% of all media consumption*, but advertising spend is trailing behind at just 8%. There is an unprecedented opportunity to capitalise on the popularity of audio and grow your brand. Join us for a special event right here on the Central Coast this September. Why attend? Gain Insights: Learn from industry leaders about the effectiveness of broadcast, podcast, and streaming audio. See the Benefits: Understand how audio marketing can enhance brand awareness, drive engagement, and increase ROI. Tailored Solutions: Explore customised advertising strategies that cater to your specific industry needs. Suitable for business owners, marketing managers, advertising agencies and digital strategists. A once-a-year opportunity to access best in market rates, healthy value-added bonus, award winning creative production, and the opportunity to partner with the country's leading audio publisher - NOVA Entertainment. REGISTER NOW https://lnkd.in/gqxaedrJ *Sources: WARC State of Industry 2022

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TikTok for Business bringing the power to grow, educate and engage with your audience. Appreciate the knowledge from all the TikTok team who were on hand for a full Q&A. A full morning session hosted by TikTok thanks to The Agency Collective | B Corp Certified. Key takeouts… - Use the Creative Centre to fuel creativity and be inspired. - Have fun and test what works for your brand or business - it may not be what you want but what the audience decides. - Create TikTok guidelines for your brand and think of it native to other platforms. So much more and we’ll share more or if you’ve got a TikTok related question drop us a dm. #Tiktok #tiktokfofbusiness #tiktokagency #socialmedia #socialmediamarketing #tiktokuk

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Very true Ian Perrin - this is old news and yes I was part of the holdco that did this for a variety of reasons! From my perspective our investment directors and strategist always aligned with the below: True media investment strategy takes into account economic factors, analytics of historical spends vs objectives, ad spend volatility if it exists, client objectives by product or overall and the ability to create value that aligns with the clients objectives. In fact it is the best microeconomic model that you can analyse. Then the decision is made to go long or short and it really doesn't matter what media it is - the model and assessment works for the best outcome of the client. You always start a good debate Mat Baxter #mediaagency #brandinvestment #mediastrategy #digitalspend #advertising #marketing

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𝗜𝗻𝘀𝗶𝗴𝗵𝘁: 𝗔𝘂𝘀𝘁𝗿𝗮𝗹𝗶𝗮'𝘀 𝗔𝗽𝗽𝗮𝗿𝗲𝗹 𝗠𝗮𝗿𝗸𝗲𝘁 𝗜𝘀 𝗚𝗼𝗶𝗻𝗴 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹. As leaner times challenge the "shop local" mindset, Aussie brands must find a new method to maintain mindshare. Que the boom of "international expansion" — allowing local brands to leverage the cachet of Australia’s confidently casual lifestyle into value propositions for international consumers... all while continuing to use the tastes and habits of their customers at home as their R&D sandbox. Dig into our latest report on international expansion for Australian brands: https://lnkd.in/e5vq_6rw #FashionRetail #AustralianFashionBrands #RetailNews

Here’s an article about famous ad campaigns published by a famous university written by a less famous guy.

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Entries are now open for the International Loyalty Awards where Australia and New Zealand have always done well. We've had winners in MYER's One loyalty program and runners up in Woolworths Supermarkets Everyday Rewards and The Warehouse Group's MarketClub. Entries below with my suggestions on how to land a winning entry (I'm one of the judges). And if you need help entering - reach out to any of us at Ellipsis & Company. 𝟭. 𝗔𝘀𝘀𝘂𝗺𝗲 𝘁𝗵𝗲 𝗷𝘂𝗱𝗴𝗲 𝗶𝘀 𝗻𝗲𝘄 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗰𝗹𝗶𝗲𝗻𝘁 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁 Most judges have a view on loyalty in their own patch (mine is Australia, New Zealand and South East Asia) but not so much on other. 𝟮. 𝗚𝗲𝘁 𝗮 𝗰𝗼𝗽𝘆𝘄𝗿𝗶𝘁𝗲𝗿 𝘁𝗼 𝗲𝗶𝘁𝗵𝗲𝗿 𝗿𝗲𝘃𝗶𝗲𝘄 𝗼𝗿 𝘄𝗿𝗶𝘁𝗲 𝘆𝗼𝘂𝗿 𝘀𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻 If you’re serious, and more particularly if the wins in your entry are not bluntly obvious, get a copywriter to help. 𝟯. 𝗪𝗿𝗶𝘁𝗲 𝗹𝗶𝗸𝗲 𝗧𝗵𝗲 𝗘𝗰𝗼𝗻𝗼𝗺𝗶𝘀𝘁 Long entries don’t beat short entries merely because they’re longer.  The Economist is a great example to follow. 𝟰. 𝗗𝗼𝗻’𝘁 𝘂𝘀𝗲 𝗺𝗮𝗴𝗻𝗶𝗳𝗶𝗰𝗲𝗻𝘁, 𝘄𝗼𝗻𝗱𝗲𝗿𝗳𝘂𝗹, 𝘂𝗻𝗯𝗲𝗹𝗶𝗲𝘃𝗮𝗯𝗹𝗲 𝘀𝘂𝗽𝗲𝗿𝗹𝗮𝘁𝗶𝘃𝗲𝘀 Amazing, unbelievable, magnificent and astounding are all words used in loyalty awards entries. The program may indeed be all of these things but it doesn’t say anything that a judge can use to vouch for your entry when championing your entry against another. 𝟱. 𝗔𝗻𝘀𝘄𝗲𝗿 𝗮𝗹𝗹 𝘁𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗲𝘃𝗲𝗻 𝗶𝗳 𝘁𝗵𝗲𝘆 𝗱𝗼𝗻’𝘁 𝗮𝗽𝗽𝗹𝘆 Not all questions will apply to you. If you leave it out or worse obfuscate, that makes it harder to step through your entry. 𝟲. 𝗔𝗔𝗢𝗜𝗬𝗘𝗧 (𝗔𝗰𝗿𝗼𝗻𝘆𝗺𝘀 𝗮𝗿𝗲 𝗼𝗸 𝗶𝗳 𝘆𝗼𝘂 𝗲𝘅𝗽𝗹𝗮𝗶𝗻 𝘁𝗵𝗲𝗺) If you need to use an acronym – assume it’s the first time anyone’s heard it and spell it out once before using it in your submission thereafter. 𝟳. 𝗔𝘀 𝗺𝗮𝗻𝘆 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝗮𝘀 𝘆𝗼𝘂 𝗰𝗮𝗻 𝘀𝗵𝗮𝗿𝗲 – 𝗺𝗼𝗿𝗲 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝗮𝗿𝗲 𝗮𝗹𝘄𝗮𝘆𝘀 𝗯𝗲𝘁𝘁𝗲𝗿 Metrics of course are the heart of the entry and tell the judges how good, fast or exceptional your offering is. Share them if you can - as many and in as much detail as possible. If you can't - don’t compare to your plan. Perhaps indicate they are (say) 10% better than nearest competitor X in category Y. The numbers don’t have to be huge. 𝟴. 𝗬𝗼𝘂𝗿 𝗲𝗻𝘁𝗿𝘆 𝗶𝗻 𝗮 𝘀𝗲𝗻𝘁𝗲𝗻𝗰𝗲 – 𝘀𝗮𝘆 𝗶𝘁 𝘁𝗼 𝗮 𝟲 𝘆𝗲𝗮𝗿 𝗼𝗹𝗱 Boldly state what you’ve achieved in language a six year old could understand. 𝟵. 𝗠𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂 𝘀𝗮𝘆 𝗶𝘁. 𝗜𝘁’𝘀 𝘁𝗵𝗲 𝗲𝗻𝘁𝗿𝘆 𝘁𝗵𝗮𝘁’𝘀 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝘀𝗰𝗼𝗿𝗲𝗱 – 𝗻𝗼𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗴𝗿𝗮𝗺. Make sure you do say what the defining win in your loyalty program is. The judges have to rely on only what’s in your submission and outside, public information that we have, we can’t use. 𝟭𝟬. 𝗚𝗼 𝘁𝗼 𝘁𝗵𝗲 𝗮𝘄𝗮𝗿𝗱𝘀 𝗶𝗻 𝗗𝘂𝗯𝗮𝗶 𝗶𝗳 𝘆𝗼𝘂 𝗰𝗮𝗻 This is the key event for all the leading loyalty leaders globally.

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The new era of Michael Hill’s rebrand campaign, featuring Miranda Kerr as their first brand ambassador, is a defining moment in the brands history.    Spanning across various oOh! formats from Small Format Street and Retail to Large Format Retail including our biggest screen – The Sylvia, the campaign is making a splash in market! 💎   We know brands that use three or more Out of Home formats see a +34% increase in ROI.*    Great work Hearts & Science New Zealand & CHEP Network   *OOHMAA ROU Study, Analytic Partners Meta Analysis, New Zealand #ooh #outdooradvertising #outofhome #oohadvertising #oohcreativityforimpact

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Why should brands tap into Spotify for their summer campaigns? 🎧 Swipe through to see how Spotify connects with Australian audiences during the festive season and elevate your summer marketing strategy! #RapidMedia #SpotifyAds #SummerMarketing

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Episode 5 is here 🔥🔥🔥🔥 We’ve collaborated with our favorite marketing agency @sznsocial for a special in-depth fashion marketing episode. In this episode we discuss case studies of the Australian fashion brands who are making waves with their 2024 marketing. We break down their strategies and tactics that any brand can implement in their own marketing and social media right now. 3 Things You’ll Learn In This Week’s Podcast: 1. How to *not* be the face of your brand and still do really good social media marketing. 2. How brands that focus on community first and then sales ultimately go on to become more successful in the long run 3. The different elements that actually go into constructing the ‘brand’ that people perceive and what it looks like when a brand nails it for their audience. If you’re looking for super practical fashion marketing strategies and insights with tangible examples so you can see exactly how to use them, you don’t want to miss this episode 🔥 🎙️Listen to the full episode here: https://lnkd.in/gjYJDDMb Find us on socials at @stackedstudio_ & Trend SZN by @sznsocial #podcast #marketingtips #fashionbusiness #marketing #designagency #marketingstrategies #howtogoviral #retail #ecommerce

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It here 🤩 The Next Gen Influence - a report that explores five key trends shaping the creator landscape and what they mean for brands. It also spotlights standout creators like @froomes and @tedstethics, who are quickly gaining traction across social channels. Download the full report now: https://lnkd.in/g9_XV9mZ and/or tune in to our LI Live on 24 Sept when I'll be talking to our global Head of Research & Insight, Paul Greenwood, about the report. https://lnkd.in/g5WZccd8 #InfluencerMarketing #CreatorEconomy #WeAreSocial

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The latest piece in my 'Cheat Codes for Challenger Brands' series with Mumbrella is all about the power of overcommitment. While market leaders optimise their businesses around 'just enough', Challenger Brands win by being unreasonably durable, insanely spicy or built around unprecedented levels of customer service. Check it here 👇👇👇

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Building on the ‘Sport Is Calling’ brand platform, rebel’s campaign with The Monkeys features the journeys of Australians whose lives have been radically transformed by sport. Talking about the campaign, Rosemary Martin, GM of ecommerce & marketing at rebel, said, “Brendan and Sinead’s stories demonstrate rebel’s belief that sport can be the catalyst for incredible change and growth in our lives. Not just physically, but mentally too.” Meanwhile, Adam Slater, creative director at The Monkeys, commented, “Sport really is stranger than fiction. Whether it’s a farmer who dealt with a drought by swimming laps of the dam, or a 47-year-old I.T professional turned national record holder, we’ve loved unearthing the best sports stories Australia has never heard of.” #marketing #filmcampaign #australia   ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

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‘Virtual professor’ Mark Ritson says advertisers should be allocating circa 11 per cent of media budgets to total audio. Problem is, the market’s not buying Ritson’s line. Audio’s dollar share is sitting just over half of that and static, despite broadcast audiences increasing 6 per cent since Covid and time spent on total audio surging 49 per cent. SCA thinks media planners may be behind the curve – and aims to change that by hammering home both the audience growth message and the fact it now has the tech firepower and user data to compete with the likes of Meta, Amazon and Google on performance-led conversion. Via audio platform LiSTNR, approaching 2 million logged-in users, SCA is armed with personalisation smarts and first party data matching via data cleanrooms that enable highly efficient and effective audience targeting via dynamic creative messaging. That means it can deliver both sharper behavioural and contextual targeting as well as broadcast reach – and some major QSR and cosmetics brands are piling in for a deeper read on where key audiences are, and what they are consuming. But you need to cover both bases, per National Head of Audio Sales Luke Minto, because SCA uses the tech stack in its own marketing efforts – and watched conversion plummet 30 per cent when broad reach was wound down for targeted performance alone. While advertisers need a deeper understanding of what audio can now deliver, Head of Digital Ad Product and Operations, Kim Loasby, says her key message to advertisers is “you don’t have to be an expert.” SCA will walk buyers though the layers. Loasby says SCA has just done that for a certain mattress brand – where buyers are in market every five years at best. By ingesting the brand’s data, SCA found its high value customers “significantly over-indexed in listening to Abbie Chatfield … So then we could definitively say ‘people who are lookalikes to your highest value customers are likely to be entertained by this piece of content’.” It worked. “They immediately pushed some more data.” Other brands, she says, are using SCA’s new data capabilities and dynamic creative optimisation to re-engage lapsed buyers while suppressing others – making the budget go further. “So we are seeing our ad tech pay dividends for brands already.” #sponsored Southern Cross Austereo

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