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 pivoting their businesses in response to CV-19 and the road to recovery, 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.

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.

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.

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.

Stay tuned for more to come

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