Marketing used to be the biggest driver of sales. Today, consumer behaviour is increasingly influenced by trust – which is corporate affairs’ turf. Meanwhile, Australian firms are realising just how far behind they have slipped to US and European headquartered competitors when it comes to environmental and social governance (ESG), and the sense of purpose employees and external stakeholders now demand of brands. Change is accelerating, warn global executive search specialist Anna Whitlam, Commtract’s Vanessa Liell and Australian Pork’s Andrew ‘Billy’ Baxter. Those that fail to quickly adapt “will just miss out…. and we are already seeing that.” But Australian brands appear live to the threat: demand is soaring for comms professionals that can build relationships internally and externally – “deep specialists” that can drive reputation and integrate with marketing to deliver growth – and balance risk with reward. 

 

Marketing used to be the biggest driver of sales. Today, consumer behaviour is increasingly influenced by trust &ndash; which is corporate affairs&rsquo; turf. Meanwhile, Australian firms are realising just how far behind they have slipped to US and European headquartered competitors when it comes to environmental and social governance (ESG), and the sense of purpose employees and external stakeholders now demand of brands. Change is accelerating, warn global executive search specialist Anna Whitlam, Commtract&rsquo;s Vanessa Liell&nbsp;and Australian Pork&rsquo;s Andrew &lsquo;Billy&rsquo; Baxter. Those that fail to quickly adapt &ldquo;will just miss out&hellip;. and we are already seeing that.&rdquo; But Australian brands appear live to the threat: demand is soaring for comms professionals that can build relationships internally and externally &ndash; &ldquo;deep specialists&rdquo; that can drive reputation and integrate with marketing to deliver growth &ndash;&nbsp;and balance risk with reward.&nbsp;
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A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

The reputation agenda: If trust is now the biggest driver of growth, corporate affairs has usurped marketing, plus why continued failure on purpose and ESG will set Australian brands even further back

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