Copyright Nationwide News Pty Ltd. All times AEST (GMT +10:00). Three big movies face the unenviable task of bringing audiences back.

Unlike most of their peers, they have a formal education in marketing and know the case studies of old. No guesses what these old duffers will all be doing in the weeks ahead. 10:14 AMMARK RITSONIn the fast-paced world of modern business there is rarely any time for reflection or sentiment. And then we have the other type of marketer.

Mark Ritson is a former marketing professor. All rights reserved. After our global lockdown ends, we will head directly into a recession. Inspiration Paint’s Dream Weaver home-improvement campaign is the perfect example of clever marketing at its best. For the past decade the Amazon story has essentially been the same. They slash their marketing and advertising spend, batten down the hatches and wait months for the green shoots of ­recovery to appear. 13:00 PMMark RitsonNew Simply the Best ad does a masterful job of reminding everyone why rugby league is such a wonderful game. Get the edge with AM and PM briefings, plus breaking news alerts in your inbox. 14:00 PMMark RitsonThe coronavirus has broadly divided the corporate world into three very different types of company: freeze, fix and flex.

West Australian entrepreneur James Wilkes has responded to the crisis by making massive changes to every aspect of his business. More information can be found in our Cookies Policy and Privacy  This week it is my turn to offer a view on our key stories and what they mean for you and the industry. For a century, we have watched thousands of companies go into a recession and have recorded their advertising investment.
Consumer goods giant Procter & Gamble is notorious for upping advertising investment levels when recessions hit. Facebook has named Mark Ritson as managing director of the Australian business, AdNews can reveal. It’s a superior quote for marketers compared to anything Kotler, Keller, Godin and the following army that aspire to their guru thrones could ever produce. Please ensure you include the email address you use to log in so we can locate your comment.

Marketers are so enamoured with programmatic ads that they are at peace with losing nearly half of the advertising spend. He has been voted Professional Publishers Association Business Columnist of the Year in the UK three times. He has been voted Professional … The ‘Matesong’ campaign is a wonderfully executed piece of advertising but Australia’s bushfire crisis has sadly changed the country’s image – perhaps forever.

Analysts call this proven relationship “ESOV”, excess share of voice. No, you aren’t seeing things. This is also known as Online Behavioural Advertising. In 1920, in 1974, in 1980, in 1991 and, of course, in 2007-08, analysts looked at which companies spent what on advertising and what ­happened as a result.

14:00 PMMark RitsonTarget’s owners have done what they can to save the ailing retail brand. As the recession looms, there are two kinds of marketer. Target’s owners have done what they can to save the ailing retail brand. Not all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.

Even my octogenarian in-laws are relaxed doing their shopping. 14:00 PMMark RitsonIf Virgin goes bust, Australia is likely to return to the dark days of sky-high fares and patchy service with only one airline flying. For a growing number of Australians there is a different way to refer to our current Prime Minister. He has a PhD in Marketing and works as an international brand consultant.

13:00 PMMark RitsonLast week the Federal Court finally approved the merger of Vodafone and TPG, a decision affecting marketing and media.

A record number of companies, big and small, find themselves just weeks from insolvency. Here is my take. Rather than cut the budget, this marketer heads straight upstairs to talk to their CFO or CEO and make the case for maintaining the advertising budget. The ad industry has a responsibly to educate consumers on climate change but must avoid ‘greenwashing’ people or risk damaging their reputation for good.

14:00 PMMARK RITSONFacebook not only gets away with it but usually prospers after the sanctions fade, and it grows even stronger.

The reason they are right to push for more money and more advertising is partly because branding is a long-term game.

10:17 AMMARK RITSONWhy would the Trump administration suddenly place such a heavy hand on such a flimsy, unimportant little social media company? Three big movies face the unenviable task of bringing audiences back. Here, you can get a beer and a meal as normal. The main reason it’s smart to spend more on advertising in a recession is that your rivals will be cutting their ad budgets.

And perhaps only one. Mark Ritson is adjunct professor of marketing at Melbourne Business School and an international keynote speaker for conferences and organisational events. And the discussion of pre-fight strategy was over. Those marketers that maintain their spend or even increase it will survive the tough times a little better and then grab huge increases in market share when the recession ends.

Across media land a storm is brewing. He had been in the role 18 months. I am not a big one for marketing quotes. 14:00 PMMARK RITSONWest Australian entrepreneur James Wilkes has responded to the crisis by making massive changes to every aspect of his business. As long as there have been marketers, we have been studying advertising’s impact on sales during and after a recession. The other had already been to see his board and received a multimillion-dollar increase. On the eve of another big fight Iron Mike was asked about his opponent’s claim that by using lateral movement and a lot of clever footwork he would nullify Tyson’s notorious ferocity. Last week’s acquisition of Carlton United Breweries by Japanese brewer Asahi passed with barely a comment. 15:43 PMMARK RITSONThe good news for film buffs is that most Australian cinemas will soon reopen.

Coronavirus is devastating the marketing world’s conference circuit and highlighting the advantages of virtual meetings. You can, If you’re in marketing, now is a time to spend, not bend. Restricting US sales will only strengthen the neo-fascists’ bond with the shirts they use as a uniform.

find out more about our policy and your choices, including how to opt-out here. Hi there, welcome to your account and your subscriber benefits. This generational mumbo jumbo is a fairytale built from simplistic stereotypes and lazy thinking ... and it’s proving an uncomfortable fact for marketing ‘experts’. That really is a Burger King ad featuring a rotten, 30-day old burger. It describes, painfully, a moment all marketers experience when a great strategy is revealed as just that, strategy. If Virgin goes bust, Australia is likely to return to the dark days of sky-high fares and patchy service with only one airline flying. Those that maintained or increased their budgets during the recession grew their subsequent market share tremendously at the expense of those that cut back. Now it’s time to think of Kmart and act like a rat. The media jungle grows ever more inhospitable with free-to-air TV revenues falling 6 per cent in the last six months. You literally cannot win.

But one of the biggest drivers of sales is a brand’s share of voice.

Employees are being let go in record numbers. The first sees the decline in sales demand as a signal to cut advertising budgets and save money. Colonial Brewing’s Lawrence Dowd has handled the cancel culture attacks on his beer brand brilliantly, but here’s four more things he can do. And it's a big one.

The good news for film buffs is that most Australian cinemas will soon reopen. Sheer viewer numbers means advertising during the Super Bowl is the atomic bomb of marketing. Part of the John Lewis Partnerships’s new strategy is to use the strength and heritage in its brand to expand into new areas of retail and beyond. If you continue browsing, we assume that you consent to our use of cookies.
Thanks for signing up to The Australian Business newsletter. Marketing Week columnist Mark Ritson digs into the marketing strategy that helped Australian iced coffee brand Dare more than double sales. Creating new logos is a mug’s game. Economists are divided about whether it will be a long one or a short one. By posting a comment you are accepting our. The era of Tassie inbreeding jokes is over. But in recent months a new narrative has emerged. 6 Comments. You can read our comment guidelines here. The more a brand spends on advertising versus its rivals, the more it will grow. Thanks to their training, they also know that advertising works on an immediate level to drive short-term sales, as well as on a much longer-term, multi-year basis to build brand and ­deliver enduring success. to improve your user experience. He has been voted Professional Publishers Association Business Columnist of the Year in the... You can now update the display or screen name associated with your Subscriber account. Opinion Uncategorized. Why would the Trump administration suddenly place such a heavy hand on such a flimsy, unimportant little social media company?

From Burger King’s CMO dishing out a lesson in creativity to Patagonia challenging consumers to stand up to climate change deniers, catch up on this week’s biggest marketing news. 5:27 AMMark RitsonThe new Budget Direct campaign proves that ads that don’t reference the strange coronavirus times stand out more. 11:04 AMMark RitsonCreating new logos is a mug’s game. Then someone will ask how much it cost.

14:00 PMMark RitsonColonial Brewing’s Lawrence Dowd has handled the cancel culture attacks on his beer brand brilliantly, but here’s four more things he can do. They are the rare ones. Facebook not only gets away with it but usually prospers after the sanctions fade, and it grows even stronger.

Even my octogenarian in-laws are relaxed doing their shopping. 3:08 AMMark RitsonThe era of Tassie inbreeding jokes is over. Other brands, run by poorly trained marketers or those without the support of their executive board will cut their advertising spend.

It’s a struggle to find even the faintest flash of a silver lining with so many grey clouds above us.

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