Mark Ritson

Marketers, brand owners, agencies: Do you know how many grams of carbon your average #advertising campaign generates? I'm guessing not. So you can imagine the surprise - and the horror - the team at NIB must have felt when their #sustainability team came up and told them estimates showed their #marketing & #media activities were 59% of TOTAL GROUP EMISSIONS. Cue a new plan for #digitaladvertising emissions reporting and reduction with the help of Scope3 + GroupM. Turns out there is plenty of low-hanging fruit to be picked to address the problem, if you're able to ditch clicks and take on better and more realistic #marketing measures. #IYKYK In this latest in-depth report for Mi3Australia I take a look at what the health insurer + another Aussie business University of Tasmania have done to try and curb their #advertising footprint. This is a problem for our industry that's only going to become more urgent & important to address. Australia has now introduced legislated #climatereporting for the largest businesses this year and it's extending to even more in the next 1-3 years. Scope 3 emissions are 98% of total emissions - and this is where #advertising, #digital and #media are really going to face a reckoning. It's worth having a read to get your head around the very real challenge we're all going to have to face. https://lnkd.in/gpaZFA5i #marketingstrategy

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Here's a little piece I wrote for Campus Review with my take on the current big 3 brand challenges for unis: nailing the value proposition, reconciling equity & excellence and modernising brand expression. It's a volatile time for the sector, but by getting alignment on these sorts of issues, I think university brand managers can set themselves up for success. It's behind a paywall - but I can recommend the 4 week free trial 😎 #brandstrategy #branding #universitymarketing #reputation

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💡 AI-powered search is going mainstream. Traditional search engines are evolving into advanced metasearch platforms. 🚀 Insight 4/8 from ‘The Future of Search in Travel’ series. Tomorrow, we’ll dive deeper with Google & TikTok at Mumbrella Travel Marketing Summit. ⚡ More insights coming soon. 👉 Download our white paper for full details: https://lnkd.in/gZwDkYt7 #AIsearch

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Bonza, the relatively new Australian low-cost Airline that started at the beginning of 2023 has gone into voluntary administration. AKA they've shut down. Bonza’s failures offers critical lessons for brands venturing into new markets or launching innovative products. Here are some insights into what went wrong and how things might have been turned around from a business and marketing perspective: 👉 Market Research: It appears there may have been gaps in understanding market demand or operational readiness. 👉 Customer Expectations: Aligning the launch with consumer expectations and operational capabilities is crucial. 👉 Communication Strategy: Effective communication about what new services offer and ensuring the operations can deliver on those promises from day one is vital. Bonza’s journey, while ambitious, stumbled, underscoring the necessity of robust market research and customer understanding before launching. For marketers, this tale serves as an important reminder of the importance of aligning product offerings with clear consumer demand. In a time where consumer expectations are high and patience is low, the ability to deliver on promises from day one is more crucial than ever. #businessstrategy #marketingtips #customerengagement #digitalmarketing #bonza #sydneydigitalmarketing

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"Back to School: A Unique Chance to Build Heartfelt Connections with the Most Delicate Audience" ***touroutoutou*** As the school season begins, brands have a rare opportunity to connect with one of the most challenging and sensitive groups: students and their families. But how many are truly making the most of this moment? Those that do can go beyond sales, offering real value and support, fostering trust, and creating lasting impacts. It's about being there when it matters most. #stais #BackToSchool #MarketingStrategy #CustomerEngagement #Branding"

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🌟 Reflecting on the Success of “Activism Amplified: Powering Brands Through Purpose” 🌟 Today’s event at RMIT University, sponsored by the Consumer Culture Insights Group - RMIT University and the Centre for Organisations and Social Change (COSC), brought together thought leaders, insightful speakers, and panellists who shared diverse perspectives on how brands are becoming powerful agents for social change. 👏 Special thanks to our speakers: Amanda Spry from RMIT University, who presented a comprehensive framework on brand activism, exploring the boundaries of authentic engagement. Jessica Vredenburg, PhD who introduced the concept of "bystander brands," which are companies that remain neutral on sociopolitical issues, positioning themselves to attract consumers who feel alienated by competitors' activist stances. Olivier Sibai and Aya Aboelenien, who discussed how brand activism can sometimes polarise, yet also create spaces for meaningful dialogue. Isha Sapra who took us into the world of jewellery branding, showing how purpose-driven storytelling can resonate deeply with audiences. Dominic Counahan who delivered a compelling talk on The Good Study, about Australians and the role of brands in advocating for societal issues. 👏 And to our wonderful panellists—the speakers plus Harriet Gray, Karthika Kumar, and Rebecca Smallchua—for their thoughtful contributions. Their insights added depth, addressing the importance of authenticity, ethical considerations, and the complexities brands face when engaging with social issues. 💡 From defining activism boundaries to strategising impactful storytelling, today’s event explored the delicate balance brands must achieve to connect with audiences meaningfully while maintaining authenticity. 📢 Thank you to everyone who attended and engaged with thoughtful questions. Your input helped shape a rich conversation, and we look forward to continuing this journey towards more purpose-driven branding. Organisers: Amanda Spry Bernardo Figueiredo Karthika Kumar Bronwyn Bruce #BrandActivism #SocialImpact #PurposeDrivenBrands #RMITUniversity #CCIG #COSC #Branding #Authenticity RMIT University Thank you to all who have supported this event: Linda Robinson Heath McDonald Tracy Taylor Lauren Goethals Lauren Gurrieri Lena Wang

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Coercive control is domestic violence. It's insidious behaviour that is hurtful and harmful by its very nature, and can lead to even more disastrous consequences. And unfortunately it's hidden in plain sight. In our communities, our streets and our families. But if we recognise it, talk about it and understand its impact, we might just be able to reduce the harmful potential of coercive control. This campaign is the start of the conversation. #303mullenlowePerth #advertising #domesticviolence #Mediahub #CaratPerth

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Would you feel comfortable paying for your groceries or morning coffee with your face? New research from QUT (Queensland University of Technology) examined the drivers and barriers of trailing and adopting this emerging smart #retail #technology. KEY POINTS: #Shoppers WERE willing to trial and adopt, as long as: 😊 They had access to information. 😊 They considered the technology to increase #convenience. 😊 They trusted the retailer offering #Facial #Recognition #Payment Technology 😊 They were offered incentives to trail and adopt, i.e., #loyalty points or discounts.   Shoppers were UNWILLING to trial and adopt, if: 😕 They were not familiar with the retailer. 😕 They didn’t consider the new technology to be useful. 😕 They were satisfied with existing payment methods, i.e., tap n’ go, #digital payments. 😕 They perceived a lack of support and assistance. 😕They were concerned about overspending – no need to every have to carry cash or card.   😐 #Privacy and #security were a double-edged sword. Some shoppers were willing to adopt if privacy and security was assured. Others were concerned about facial image storage and #data #breaches.        FOR RETAILERS Retailers can leverage the insights gleaned from the motivations and de-motivations identified to strategically segment and target distinct markets. 👉 Findings identified customers engaged with several sources of information to inform their intentions to adopt. We recommend retailers implement instore signage, point-of-purchase (POS) graphics, on-screen videos, update their websites and social media platforms to communicate the benefits of FRPT. 👉 #Customers seeking positive encouragement to adopt FRPT. We recommended retailers focus on articulating the convenience elements of FRPT, as well as the retailer’s security and privacy protocols that will reduce financial and reputational risks. 👉Findings indicated some customers may remain unsure about how to use FRPT during their initial transactions. Accordingly, extra frontline team members may need to be deployed at this early stage to assist customer familiarise themselves with the biometric payment technology. Promotional incentives, possibly tied to loyalty programs, may also increase trial of FRPT at this stage. 👉The biggest barrier identified was an ‘overspending tendency’. It is therefore suggested, an ‘alert prompt’ is flagged prior to completing the transaction at a certain monetary benchmark, in the same way credit card providers limit ‘tap and go’ payment over a certain transactional value.          #retail #tech #facialrecognitiontech #smartretailtech #academicchatter ABDC Communications, Leslie Falkiner-Rose READ MORE HERE: https://lnkd.in/g4qH9ak3

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To all you #Marketers in my network there's a new tool on the block! Special New Zealand has co-designed a powerful new tool: The Inclusive Code Designed to assist in reshaping New Zealand’s advertising landscape. This initiative challenges marketers to rethink their approach to disability, addressing well-intentioned but often exclusionary practices. With stats saying 25% of New Zealanders live with a disability, yet only 1% of primetime ads featuring disabled individuals, there’s a clear gap between reality and representation. Developed over a span two years with insights from eight experts with lived experience, including Grace Stratton, CEO of All is for All, and Fonoti Pati Umaga QSM , Co-Chair of Mana Pasefika Disabled Peoples Organisation. The Inclusive Code aims to create a more inclusive, representative advertising industry. Give it a test and let us know what you think in the comments. Link: #DiversityAndInclusion #DisabilityInclusion #InclusiveAdvertising #RepresentationMatters #SocialImpact #DeafCommunity #DeafAwareness

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🌟 Up in the clouds, literally and figuratively on Monday... I came across a stat in the latest Kia Ora magazine that resonated with me: "77% of consumers are more likely to buy from brands that share the same values as they do." Truth bombs. This reminder fuels my enthusiasm for bridging the gap between a brand and its consumers, ensuring that this connection is recognised and celebrated. It's why I love what I do, and why I believe so deeply in the power of genuine brand-consumer relationships. For all my fellow marketers out there, remember: our work in crafting these stories and aligning values is not just important, it's essential. Here's to creating meaningful engagements and memorable brands! 🚀 #BrandStorytelling #Marketing #ConsumerBehavior #BrandValues #Engagement

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Shooting on location in 36-degree heat in rural Victoria is no small feat! When the conditions are challenging, preparation makes all the difference. Here are my warm-weather filming essentials: ☀️ SPF is non-negotiable—and regular reapplication is key. 🔋 Battery packs ensure all equipment stays charged. 💦 Stay hydrated—it’s easy to lose track when you’re in the zone. 📸 Two cameras or phones help avoid downtime if one overheats. 🗒️ Printed shot lists are a must in areas with patchy reception. It’s all about staying flexible and keeping the shoot on track, no matter what the day throws at you. Location shoots are never predictable, but that’s what makes them exciting! #VideoProduction #OnLocation #ContentCreation #FilmTips

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#mytwocents Can I just weigh in on the Australian Labor Party's new "Mandatory Food and Grocery Code of Conduct" as part of the Treasury Laws Amendment Bill. The perception of major supermarkets "squeezing" suppliers is a persistent narrative in the food and grocery sector. While there is some truth in the challenges suppliers face, the dynamics between supermarkets and suppliers is way way more complex than they appear on the surface. The new mandatory food and grocery code of conduct, introduced to federal parliament, could reshape these relationships by imposing Australia’s highest corporate penalties under any industry code. With fines reaching up to $10 million or 10% of turnover, this code aims to hold major players accountable for unfair practices. But here’s the reality: retailers and suppliers are co-dependent. For grocery and supermarkets to thrive, suppliers must succeed, and vice versa. A retail shelf without trusted, high-quality products is as ineffective as a supplier without a market. The key is finding a balance that promotes fairness and innovation while still delivering value to consumers. It’s easy to paint supermarkets as the villains, but the truth is, they operate within tight margins while serving millions of Australians daily. Fairness doesn’t mean taking sides—it means creating an ecosystem where retailers, suppliers, and consumers can all win. As this new code rolls out, the big question is: Can it really create fairness without stirring up a whole new set of problems? What’s your take on this move? Is this the shake-up the industry needs, or are we missing the bigger picture? #Retail #GroceryIndustry #SupplierRelations #FairnessInRetail #LeadershipInRetail

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THE WAR FOR RELEVANCE IS RAGING SO WOULD YOUR SMALL BUSINESS SLIDE JUST LIKE NIKE? I really enjoyed the movie Air and book Shoe Dog which tells the rise of Nike in the footwear battle for athletes to choose their shoe over their competitors. So I wanted to share this great post and blog by Andrew Griffiths which outlines his 7 strategies to ensure your small business remains relevant, no matter the size or industry. 💡 Embrace Constant Innovation 💡 Stay Connected To Your Core Audience 💡 Personalise The Customer Experience 💡 Focus On What Makes You Unique 💡 Be Agile and Adaptable 💡 Build a Deeply Engaged Community 💡 Leverage Storytelling To Stay Relevant I hope you take a few moments to consider how your small business would stack up against these 7 strategies, and if you have some work to do, what’s the FIRST thing which needs to happen to regain your relevance? Cheers Tamara #BobtheBuilderforSmallBusiness #PracticalProblemSolver #workshopspecialist #speaker #businesscoach #author #5littlebusinesspigs #navigatecomplexity #navigatechallengingtimes #growyourbusiness #growyoursmallbusiness #businessgrowth #businesscoaching #smallbusiness #smallbiz

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Coles inks deal with controversial big data firm, Palantir who is accused of “serious human rights abuses”.😳 "Australian supermarket giant Coles has signed a three-year partnership with highly controversial US big data firm Palantir in an effort to cut costs. Coles announced late last week that it would be using Palantir’s Foundry analytics tool and its Artificial Intelligence Platform across its 840 supermarkets around the country to improve workforce efficiencies and supply chains. Palantir is an American tech firm founded by venture capitalist Peter Thiel that has a market cap of $57 billion ($US37 billion)." Reports Denham Sadler. Full article 👇 https://lnkd.in/giqayarf No surprises here with the CEO of Wesfarmers who owns Coles listed on the WEF website 👇 https://lnkd.in/gmizAnhw "Palantir was also involved in the Facebook Cambridge Analytica scandal, according to a whistleblower who said the big data firm worked on some of the data of Facebook users that was obtained by Cambridge Analytica. Amnesty International has previously accused Palantir of being involved in “serious human rights abuses”. 10 billion rows of data Coles will use Palantir’s technology over the next three years to bring an “innovative approach to driving operational excellence and improving the way Coles designs, executes and continually enhances its end-to-end workforce strategy and integrated supply chain functions”, Palantir said in a statement." Peter Thiel founded Palantir.🤔 If you buy as much as you can 👍local 👌fresh 💪direct It ends any dystopian dreams of the oligarchs 🙌 Get politically involved. Power to the people 💪 Spread the word!! 🙌🙏 My recent article "Weak minds will not survive" 👇 https://lnkd.in/gAXHH5_V "The Battlefield is your mind" 👇 https://lnkd.in/gbsPuYZH To see more of my posts, join my network and click the 🔔 on my profile

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Retailing in a downturn: What can we learn from the past? My latest feature for Inside Retail Australia. Whether we define it as a formal 'recession', a 'downturn', or just a rough patch, it's pretty clear that retailers are doing it tough amid inflationary pressures, cost of living pressures, and fluctuating consumer confidence. So when Heather McIlvaine asked if I could write a feature on strategies to help retailers I was keen to help BUT conscious of not telling brands what to do when I'm not living the realities day to day. Thankfully (or maybe not!?), we have quite a bit of research from past downturns about how consumer behaviour changes during and even after, and the kinds of strategies that can still be successful for retailers. For the article, I focused on three main ideas: 1. Learning about how consumers adapt 🛍 With a link to Maria Sarmento's work tracking consumers during and after recessions 2. Continuing marketing efforts, and even opportunities of new launches Linking to the analysis from M. Berk Talay and colleagues on the success of product launches in recessions 3. Focusing on value over price An idea Dr Jessica Pallant and I have been talking a lot about in light of retail mega sales. Full article available for subscribers at https://lnkd.in/gpeqDjCq Would love to hear other ideas or strategies! RMIT University RMIT College of Business and Law The Lumery, part of Accenture Song

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The cost of living crisis and the power of social media have only strengthened the reach of multi-level marketing schemes in Australia. Those who've worked for them say the view from the outside can differ remarkably from reality. #MLM (Multi-Level Marketing) firms are a form of ‘direct’ #consumer-to-consumer #sales, with companies made up of a non-salaried #workforce selling the company's products or services. Think #Tupperware and #Avon of years gone by, and the likes of #Amway and #Herbalife today. There's an estimated 350,000 sales consultants working in MLMs in Australia, and about 80 per cent are women. Unlike illegal ‘#pyramid schemes’, MLMs do sell products that exist. However, many MLMs do focus on recruiting 'downline' and getting new consultants to buy products, rather than on actual sales to real #customers. Consumer Action Law Centre, says the cost-of-living crisis has driven increasing numbers of people to MLMs.

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This week on the Managing Marketing Podcast, host Ellie Angell talks with Blaine Callard, the CEO at Freedom Furniture, about perceptions of marketing from a CEO, what marketing teams need to do to influence the C-Suite, the power of modelling and what to do (and what not to do) when trying to implement it; the importance of properly understanding AI, whoever you are in a business; and the challenges and opportunities inherent in working with agencies, good and bad.

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