Business Drivers

Driving business growth is challenging at the best of times. In the current climate, the stakes have been raised even further. Keen to understand how Australia’s top brands are connecting with consumers, ThinkTV and Sky News have joined forces to showcase the skills of Australia’s ‘Business Drivers’.

Now showing on Business Weekend, the Sky News business program, ‘Business Drivers’ provides a special insight into Australia’s top marketers as they discuss how they navigate the ever-changing media landscape to ensure that they are connecting with audiences to great effect.

Check out Business Drivers on Business Weekend, Sundays from 11am, or watch below on demand.

Using TV to educate and engage

As the economy reopens after an extended lock down, businesses are looking to maximise opportunities. With Black Friday, Cyber Monday and the lead up to Christmas, marketers are working hard to attract consumers. Here Bridie Commerford, Chief Marketing Officer at AAT Kings, Ross Metherell, Director of Strategy at Kogan, and Erin Williamson, Chief Customer Officer at Cars24 describe TV’s role in the marketing mix to educate and engage their target audience.

The importance of storytelling

The pandemic has pushed many business leaders to think differently and this is especially true for Australian marketers. Four of the country’s top marketing executives joined Business Drivers to share how they’re finding more bang for their marketing buck as the pandemic pushes companies to think differently. Featuring Jessica Richmond Officeworks, Nathan Low MLA, Zara Cobb Lendi, and Karl Winther Bapcor, the segment highlights the challenges but also the success achieved through adjusting to meet changing consumer behaviours.

Achieving growth in the finance sector

2020 sent shock waves through the economy as Australians experienced a sudden dose of the unexpected. Many turned to financial institutions for help and, as government support comes to an end, the sector will be called on once again to assist Australians in need. Hear from Warren Hebard CEO iSelect, Sascha Hunt Head of Brand & Marketing Aussie, Kjetil Undhjem Head of Brand Strategy & Marketing ANZ and Tim Sparks Head of Distribution and Marketing Bell Direct in this special Sky News Business Drivers segment.

How Nissan has adapted to a changed consumer landscape and media consumption habits

COVID led Nissan to change its strategic approach to brand as well as retail advertising with the most significant alteration to the messaging in-market. Nissan Marketing Director Geraldine Davys told Sky News she needed to look at media differently to respond to the increase in time people are spending at home and in the midst of this shift in strategy, the business also launched a car and a new brand identity.

How marketing innovation – and TV investment – is helping Palo Alto Networks increase market share

Simon Green, President for Japan and Asia Pacific at leading global cloud and network security firm Palo Alto Networks, is dealing with the rapid uptake in online activity driven by the pandemic. Increased investment in cyber security has seen Palo Alto’s revenue increase by 20% in Q1, led by innovation from within the marketing division of the business. In recent months, the firm has invested in TV for the first time and also run virtual events attended by upwards of 30,000 people.

How Coles managed from the front line

COVID has challenged brands in different ways with Coles one of the first businesses to feel the impact of the pandemic. Coles CMO Lisa Ronson explains how the brand managed communications through the crisis including messages of community service or in-store safety and is now transitioning to sentiment around value, solutions and inspiration as the recovery kicks into gear.

How Optus rose to the challenge of CV-19

With many more people at home, CV-19 has placed an enormous strain on telcos such as Optus. CMO Melissa Hopkins explains how the business has risen to the challenge and how the brands getting it “right” are the ones focusing on the needs and changing media habits of consumers. Hopkins calls this the “most unusual time” in her marketing career and says it has led to innovative responses with a focus on TV and news media.

Why Suncorp decided not to go dark

When the coronavirus hit Australia, marketers urgently revised their strategies. While some opted to pause media spend, Suncorp’s Mim Haysom remained steadfast the brand would keep advertising. Mark Ritson called her a “1-in-100 marketer” for the decision. She talks to Leo Shanahan about drawing on historic evidence that shows brands continuing to connect with customers will come out the other side the strongest.

Nick Scali responded quickly to CV-19 market changes making TV their new shopfront to grow online sales results

Speaking to Adam Creigthon on Business Weekend, Head of Business Operations, John Austin, explains how the organisation looked at media channel performance when CV19 struck and saw an opportunity to hold their investment in TV when other advertisers pulled back.

Maserati Australia Chief Operating Officer, Glen Sealey, on investing in brand before, during and after a downturn

In the absence of beloved and personalised events, the brand has changed its marketing strategy to include increased investment in TV. But it’s not the first time Maserati has had to pivot its approach. Sealey explains how the introduction of new models into the Australian market altered the demographics the brand appeals to and how TV assisted with creating awareness in categories where Maserati is a challenger brand.

Harnessing the Australian spirit to rebuild the local tourism economy

Australia’s tourism operators are grappling with challenging conditions, but South Australian Tourism Commission Executive Director of Marketing, Brent Hill, tells Leo Shanahan there is a silver lining. He outlines the SATC’s strategy for weathering the storm; including shifting investment to domestic markets and getting the tone right in campaigns that encourage domestic travel.

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