Marcelle Gomez

Can you name Australia's top ten brands? lowercase spoke to 1000 Aussies to understand the common features that lead to enduring love and loyalty, & distilled those learnings into the 2024 TBX Report: Building Brand Love & Loyalty so we can all learn from the GOATs. Download it here: https://lnkd.in/g3wQRxmR Enjoy! #BrandLove hashtag #CustomerLoyalty hashtag #BrandInsights hashtag #MarketResearch hashtag #TopBrands2024 hashtag #TBXReport hashtag #AustralianBrands hashtag #BrandStrategy hashtag #CustomerExperience hashtag #LoyaltyMatters hashtag #BrandSuccess hashtag #BusinessInsights hashtag #MarketingResearch lowercase advisory Carly Pelham Jasmin Bedir Matt Morgan https://lnkd.in/g9er5ux3

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It's been a tough 18 months in Australian adland, but Guideline's latest June data shows ad demand is improving, with the June total back just 1.1% and the market reporting the 2nd strongest FY on record. More here from AdNews Australia #marketinganalytics Standard Media Index #marketresearch https://lnkd.in/gPBms7b6

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47% of marketers drive towards performance marketing because it is "easier to communicate the returns". Marketers are in a rough spot. The pressure to prove ROI with limited budget in unrealistically short timeframes is immense. Unfortunately, brands that continue to descend into the pit short-termism, the more fragile and unlikely they become to ever emerge from their reliance on performance tactics. On the flip side, marketers who are brave enough to fight the good fight, invest in brand and long-term growth will, I believe, come out on top. Communicating the power of brand is hard, but it's worth it. #brandmarketing #advertising https://lnkd.in/gKap3AXc

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Commercial Analytics is leading with insights in Australia also!

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Another report to help the industry is live 🛎 Today we launched our 4th edition of the Digital, Marketing & eComm in Focus study. Together with our partners at Six Degrees Executive this 40-page study is full of local market insights from over 200 CMOs, CDOs, EGMs of Marketing and more - what is challenging brands, our preparedness for privacy changes, adoption of genAI, eCommerce maturity, marTech utilisation and more. If you want to get your hands on a copy you can do so below 👇 #Australianstudy #ecomm #data #digital #skills

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Mediaweek Australia provided insights from many Indies of the recent Nine Upfronts - here is my perspective as someone in the trenches daily. In an ocean of blue at Carriageworks, Nine set the scene for an upfront that was nostalgic of pre-COVID days. The elephant in the room around workplace culture was addressed upfront by acting CEO Matt Stanton. Although not a great level of detail was shared, Matt reassured the industry that meaningful change will happen. The success of the Paris Olympics & Paralympics was next & a key theme of Total TV throughout the afternoon. Nine have celebrated great success, as have clients with their execution of the Games across platforms, dynamically. A notable highlight was the launch of 9Tribes audience segments. In partnership with DataCo, Nine will be able to create detailed consumer profiles based on spending categories from cardholders. Additionally, Stan Sport will start accepting advertising dollars in 2025, marking the first opportunity for advertisers to execute campaigns across Total TV, Nine Now & Stan Sport. In other news, Good Food is launching an app! a premium, subscription-based offering and I can’t wait to try the fridge scanner. In audio land, Osher Günsberg is bringing his Podcast to Nine, another great win for the business. When it comes to their content slate the newly adapted The Golden Bachelor Australia hosted by Samantha Armytage, if the US version is anything to go by, a little cringy and could it potentially go the way of My Mum Your Dad. The Floor, their new game show hosted by Rodger Corser to air in prime time got a large shout out (a couple of times) and had me thinking exactly what timeslot this would eventually fall in. Being the TV trader that I am, I was bursting at the seams waiting to get to the good stuff, VOZ & Galaxy+. The evolution of Galaxy is a great move forward for Nine, to trade all Nine peak airtime across the platform, from tomorrow I heard! “100% guaranteed, no shortfalls, no makegoods” – you’re speaking my language. Seeing a Network putting their money where their mouth is when it comes to converged trading & the power of total TV in delivering better business results deserves a pat on the back. Nine are investing $30 million of their own inventory to test exactly this. The key messages Michael Stephenson wanted to us to walk away with were; 1.       That Total TV has never been stronger…as a TV trader at heart, I couldn’t agree more! 2.       The fact that they are the first media owner to run MMM with third party specialists - bravo, and 3.       We need to embrace moving marketing spends from bottom of the marketing funnel, right back to the top. Hear, hear! Nine certainly has a lot to offer advertisers and agencies in 2025 and launching into their Total TV test with a handful of Mediabrands clients, we look forward to going through this journey with them.

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It's that time of the year again - the new financial year has arrived in Aus, where on earth has the calendar year gone?! 🇦🇺💰 Despite recent economic challenges and shrinking marketing budgets, it's inspiring to witness brands like Intrepid Travel, Koh and Airtasker leveraging the power of brand communications to drive growth and the bottom line. In a landscape saturated with clickbait and 'buy now' messages, consumers crave authentic connections. They're tired of being shouted at with a constant stream of sales spam. But investing in your brand, values, and narrative is crucial for long-term customer loyalty. What happens when performance ads stop? So do the customers if that's where you're investing all of your marketing budget. As highlighted by Leigh Barnes, Charli Walters, and Tim Fung in The Growth Agenda Editor Danielle Long's article in The Australian, the impact of this strategy is undeniable. Kudos to these industry leaders for championing brand-centric approaches amidst evolving market dynamics. #FinancialYear #BrandPower #MarketingStrategy 🚀📈

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🚀 THE ICONIC #GotYouLooking Masterbrand Campaign Phase 2 just hit the streets. If you're in Sydney or Melbourne, you’ll spot bold, high-impact creatives designed to make you take a second look—across video, digital, and OOH. It’s the kind of execution that demands attention, thanks to the brilliant work from Dentsu Creative. We've also partnered with Amplified Intelligence and their #AttentionPROVE platform—because what’s the point of grabbing attention if you can't measure it?! 👀 And after the strong brand tracking results from Phase 1, we’re continuing the journey with On Device Research to ensure we keep tracking the impact every step of the way. As we wrap up this phase, we’ve teamed up with NOVA Entertainment to turn up the summer vibes in true ICONIC style. You'll need to (literally) stay tuned for updates 🕶 Brand building is never a one-and-done exercise. In this phase, it wasn’t about reinventing the wheel—it was about building on the momentum we’d created in Phase 1, cranking up the impact, and taking customer engagement to the next level. Special thanks to the amazing team at THE ICONIC for believing in the power of brand and always pushing boundaries! I'm proud of the work I've done on this campaign and glad to see this phase through before I finish up next month. While I'll be wrapping up before the campaign comes to an end, I'll definitely be cheering from the sidelines - annnnnd....I’m also thrilled that the campaign has earned Effie's nominations along the way! 🏆 This campaign is proof that effective brand building doesn’t stop - it just evolves. #GotYouLooking #THEICONIC #BrandBuilding

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Some things are worth a second share. Last month, I posted the print version of my NZ Marketing Magazine piece on brand fame and the power of earned. Now, it’s officially online, and - if you want a read - still bringing insights on why earned media should be your go-to for building brand recognition.

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Just listened to a great podcast discussion between experienced independent consultant Caroline Chappell and Danielle Rios (or DR to her friends!), which despite the inevitable pitch at the end, was informative, relevant and interesting. In essence the chat focused on the challenges and potential benefits of the TM Forum Open Digital Architecture (ODA) and open APIs initiatives, the importance of the data layer in enabling interoperability and AI applications, the reluctance of legacy vendors to fully embrace these changes, and the disruptive impact of combining open APIs and AI-powered solutions to drive innovation in the telecom industry. Coming from another DR... DigitalRoute, it was interesting to listen to the discussion around the data layer, which although it sketched quickly over the topic of data quality, made the following points:- - The data layer is even more critical than standardized APIs for enabling true interoperability and supporting the future of telecom operations. - Operators often have numerous data silos embedded in different vendor products, with no overall data modernization strategy. This makes it difficult to apply AI and leverage data effectively. - Extracting operational data from source applications and holding it centrally in a common data platform is essential for operators to become data and AI-driven. <True for AI-based operations but not for real-time monetization of services> - Data modernization is a long and challenging journey, but it's a necessary step for operators to take advantage of cloud-based technologies and AI. - The "garbage in, garbage out" principle is highlighted, emphasizing that if the data is not in the right shape, the results from AI applications will be poor. <Providing quality, corrected data into AI engines will evidently result in better results - DigitalRoute> - The data layer is a more fundamental challenge than the open APIs, as vendors need to open up their data models and architectures to enable true interoperability. So in essence, the conversation underscored the critical importance of the data layer in supporting the goals of the ODA and open APIs, and the significant challenges operators face in modernizing their data infrastructure. You can listen to the full 20 minute podcast here: http://spoti.fi/3J2UHuU #ODA #API #Telco #TMFORUM

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BRAND: drawing your attention to this article (3min read) on brand awareness. 'Famous and distinctive...but, for what?' in Mumbrella by Ken Roberts. 'Not all brand awareness is positive and not all positive brand awareness is useful'. Hhmm. Now, that's an interesting launch provocation...the article examines more detail. Interested in your thoughts. (Thanks Ken. Goooood article.) https://lnkd.in/gt3maE2p

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I am looking forward to insightful conversations on the topic "Stop searching for the silver bullet & embrace a holistic approach to marketing effectiveness". Australian marketers are most upbeat on the potential of marketing to drive business growth and we look forward to accelerate their ambitions. We have Roger Dunn Rose Herceg Karen Kaufman and Justin Nel discuss best practice thinking at the AANA - Australian Association of National Advertisers CMO Connect event this Thursday September 19th. Gain Theory Claudia Sestini Krishanthe Keerthikumar John Geddes Marc Anton Smith #marketingeffectiveness #growth

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Wow – we are brimming with pride on hearing that Zeno Group Australia has won Best Employee Engagement at Campaign Asia-Pacific’s Best Places To Work Asia Pacific 2024. This one means a lot because, while the bottom line is important, at Zeno we aspire to be measured by a different type of currency as well: positive impact on people's lives. I am a passionate believer that our people are our greatest asset, and ensuring their well-being, growth, and engagement has therefore got to be our top priority. We always strive to help the team feel supported, invigorated, and engaged – with a hope that they really enjoy their work (I know I do!). I realise that I bang on about it quite a bit, but I really do believe that Zeno’s values-led approach is our secret sauce. Fearless, Collaborative, Entrepreneurial, Inclusive, Kind and Ambitious aren’t just words on a page. They are real principles that guide every action and decision we make – and we are a better place because of this. We are also a sum of our parts and we could never have won this award without the foundation set by our fearless CEO, Barby K. Siegel, and unwaivering support from Paul Mottram, Nathan Hawley and Claire McDonald. It's an unusual luxury in a global business not be too bound by corporate red tape, but to be grounded in a strong culture that set us up for success - and also given the encouragement and a certain amount of autonomy to be able to make decisions to be proud of. Clearly I am biased, but I honestly do think that Zeno is the Best Place To Work 😊 💚 #zenoproud

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Unlocking Success: The Australian Tourist Board's Brilliant Ad Strategy In our recent talk on Brand, Seb and I talk about the effective strategies behind their award-winning ad and why consistency is key in marketing success. #Marketing #BrandConsistency #Advertising

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My thoughts on modern brand, our best work and how Landor can measure the financial implications of brand decisions. Thanks for the chat B&T.

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I've been dreaming about CEPs lately. How they fundamentally challenge the way we think about and build brands. My latest piece on Mi3Australia.

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What spoke to me was Dr. Kristy Goodwin's talk where she said: "We need to be mindful to reframe our relationship with stress as it dictates how we physiologically respond to situations as well as dictating our performance."   Not only have I been using her amazing tips but I learned: How you perceive stress affects both your physiological response and performance. As she said try to reframe stress as a natural part of your work environment and a feeling of excitement, rather than a threat. The physical feeling you get with stress are very similar to the physical feelings of being excited. So, reframing this feeling by practicing techniques like positive self-talk, power posing, box breathing, etc to improve your stress response.

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Time is key in marketing success, with sustained growth reflecting a brand's strength and team performance. Since leading the brilliant Warner Bros. Discovery ANZ marketing and publicity team, our New Zealand BVOD service, ThreeNow, has soared! 🚀 From diagnosis, a new brand tracker and a strategy more bold than any other FTA across ANZ has taken is seeing incredible results. According to NZ On Air 2024 'Where the Audiences Are' research report, ThreeNow is the only BVOD platform in New Zealand showing growth 🎉📈 and outpacing SVOD platforms with a 3% point increase! 📉 In contrast: TVNZ+ is declining Netflix lost 4% points. Grateful for the leadership support and belief, the best marketing and publicity team around and our extended marketing team PHD Aotearoa NZ. https://lnkd.in/gC3uxxxh

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As a team, we're always striving to create content that informs and empowers. In this video we made with Sydney Local Health District, we explored an essential topic often overlooked amidst the whirlwind of pregnancy and new parenthood: contraception. From the importance of giving your body time to heal and recover between pregnancies to discussing contraceptive options with your healthcare provider, we cover it all. We aim to ensure every parent has the information they need to make the best choices for themselves and their growing family. Check out the video and let us know your thoughts in the comments below! What are some key questions or concerns you've had about contraception post-pregnancy? 👇 #PunchyDigitalMedia #ParentingTips #ContraceptionAwareness

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