Theresa (Tess) Scollon

Calling all Sydney-based marcomms + digital people working in the NFP sector! ⭐️Do you work in NFP and want to get big results on small budgets? ⭐️Need to make the case for brand investment but not sure where to start? ⭐️Have ambitious marcomms plans but hampered by red tape or process? ⭐️Want to talk to other charity people who 'just get it'? ….then come to the first Charity Comms Network event on Thursday 13 June! Hosted by Fina Gray and me, and held at Sydney Swans HQ, you’ll hear: ⭐️ How Sydney Children's Hospitals Foundation (SCHF) developed an integrated brand strategy that drove a huge increase in brand awareness ⭐️ Peta King talk through her experience of launching TikTok - what worked (and what didn’t) ⭐️ Fina Gray and Elise Wareing share their learnings from developing sports partnerships with Sydney Swans and the Australian Open, and ⭐️ Kevin Truong tell us how Cancer Council NSW prepped for marketing automation - and what we need to know to do the same. And if alllll that doesn’t whet your appetite, hopefully the free drinks and nibbles will! About half the tickets have gone already so if you’d like to join us, get in quick - you can register here: https://lnkd.in/gxJdJ95b (Apologies to anyone who registered last time - the tickets don’t automatically update so you will need to register again.) Any questions please DM me or Fina Gray - especially if you’re keen to present at the second Charity Comms Network event in August!

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Looking forward to presenting this webinar to upskill the industry on the importance of contracts and some key issues to consider. #influencermarketing #influencers #aimco

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Shelf space. The Holy Grail of FMCG and hardware retailers seeking to sell through Bunnings and other major Australian retailers. Retail executives know that winning prime shelf space at Bunnings can significantly boost sales. Achieving it is another matter entirely. Many spend years investing in marketing campaigns without securing the kind of distribution and shelf presence they need to justify their marketing investment. So, what's missing? It could be that these campaigns focus on the wrong target audience. As B2C companies, most marketers focus on the consumer in the hope of 'pulling through' an audience and making themselves indispensable to retailers. But consumers don’t decide whether your products get prime shelf space. Consumers may well see billboards and online ads, but when they go into Bunnings and find a wall of competitor brands there is a strong possibility that they'll opt for convenience and select products that are the most visible. DPR&Co's strategy for winning shelf space at Bunnings has been proven over a number of years. Clients that have use this strategy have experienced paradigm shifts in performance. What’s the secret? A shift in thinking about primary and eavesdropper target audiences. Our retail presence prioritisation strategy shifts the focus away from the end-consumer and focuses on the retailer partner. By meeting their needs and behaving like a true partner, you'll create partnerships that will last for years. Want to learn more? Feel free to reach out. #fmcg #shelfspace #bunnings

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I've been dreaming about CEPs lately. How they fundamentally challenge the way we think about and build brands. My latest piece on Mi3Australia.

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Happy New Year! For those operating on the Australian Financial Year (FY), this is the first week of FY25. Much like the turning of the calendar year, a new FY is met with lots of anticipation and optimism. Many Marketing teams are being asked to do 'more with less' ... so there is no better time to re-read this ripper article by Mark Ritson. > Consumers don’t get tired of ads, only marketers do < There are several actionable takeaways for marketers toward the end of the article, but this one is my favourite: > Save this year's creative budget to spend on media A great tip at a time when budgets are being trimmed while expectations are not. Happy New Year, and may FY25 bring you all much success! https://lnkd.in/gG6pn2xt

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📄 Buckle up B2B leaders! LinkedIn’s latest study reveals a heartening trend amongst Australian B2B marketing leaders. 💪 Despite challenges, 90% express optimism about driving revenue this year. Shoutout to the two-pronged approach: Building trust and capitalising on creativity. 🚀 Brand building and collective confidence have emerged as game changers, with 93% agreeing that relationship building is king. 🎯 AI? Yes please! With a whopping 142x increase in AI-literacy on LinkedIn, B2B marketers are leading the charge 🏃‍♀️ Check out our latest article for in-depth knowledge on strategies, insights from Amy Mills, and how LinkedIn's new initiatives, The Wire Program and Accelerate, can rev up your B2B campaign power 🔗👇 ------------- Join our newsletter for more insider tips on B2B marketing success and more: 🆓 https://lnkd.in/gev_UBwT 🆓 ------------- #B2Bmarketing #LinkedIn #BrandBuilding #AI #MarketingTips #B2B #MarketingLeaders

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Times are tough for most retail brands, here in Australia. I respect @radicalyes and their founder Kerryn Moscicki and her Director of Marketing so much...you know why? They have a motto. It goes like this "Always keep the lights on". Hence why the team and I are still running fairly intensive Google Ads, Meta Ads, and Email Marketing campaigns pushing their latest drop. As their Virtual CMO, I am also supporting their advertising on the back of buses. I mean, radical, right? Love this brand, love this shot, love that it's on a bus! Keep an eye out for several stylishly radical buses all over Melbourne. ❤️ to show your respect for those founders who know that marketing is about keeping the lights on, even when it is hard to do so. #outdooradvertising #offlinemarketing #digitalstrategy #melbournebrand #footwearbrand #footwearmarketing

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Do you want to get your marketing and sales in order? Check our out latest ANZ Business Growth Webinar on the topic of Marketing and Sales to Accelerate Growth. Join the discussion with host Dr Jana Matthews together with alumni CEOs Andy Freeman of Sneakers & Jeans and Briony Horner of Succession Ecology Pty Ltd. Register for the webinar: https://bit.ly/3xZO4In See the article below to prep for the webinar. #centreforbusinessgrowth

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There is no doubt that the Australian advertising and marketing landscape is under pressure, facing challenges like intense brand competition, low ROI on ad investments, decreasing ad spend and a highly fragmented audience. LiveRamp managing director APAC Melanie Hoptman says with marketing teams under pressure to cut through the noise and stand out amongst fierce competition, brand leaders have put the focus on creativity, while ignoring the powerhouse that enhances creativity: personalisation. #marketing #personalisation #data #creativity

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Your Essential Health Marketing Update: Explore the top trends and insights: 1 - Trust in Australian Healthcare: 2024 Edelman Trust Barometer Special Report In a must-watch webinar, Will Collie from Edelman reveals key insights from the 2024 Edelman Trust Barometer focused on Australia’s healthcare sector. Uncover the rising scepticism towards media and government, the growing reliance on self-guided healthcare, and the cautious adoption of AI in healthcare. This session is essential for anyone looking to understand the shifting dynamics of trust in Australian healthcare. Watch the full webinar: https://lnkd.in/eFtGHsPz  2 - The Untapped Power of Physician Influencers on Social Media A revealing survey by MedFluencers shows that 85% of healthcare professionals (HCPs) have patients referencing social media posts during clinical visits. Despite this, pharma companies are lagging in their social media engagement. Discover why HCP influencers are becoming indispensable in healthcare communication and how your brand can harness this power. Read the full article: https://lnkd.in/e8GtXyCV 3 - Health & Wellness Brands Take the Spotlight at the Paris Olympics Leading brands like Eli Lilly, Sanofi, and Figs are going all out at the 2024 Summer Olympics in Paris. From Eli Lilly’s "One Body" campaign to Sanofi’s "Igniting Potential," these campaigns are setting new standards in health marketing. Explore how these brands are using the global stage to champion proactive healthcare and inclusivity. Read the full article: https://lnkd.in/e8HTEKkj 4 - Context is the New Currency in Medical Marketing Tune into the MM+M Podcast, where experts discuss the pivotal role of context in patient engagement. Andrew Schultz from PatientPoint highlights the importance of delivering the right information at the right time, especially as the landscape shifts with Google's third-party cookie changes. If personalised patient communication is on your agenda, this is a must-listen. Listen to the Podcast: https://lnkd.in/efeHfzN7 Stay ahead in the dynamic world of health marketing—follow us for more insights and updates! #DigitalHealth #HealthMarketing #TrustInHealthcare #SocialMediaInfluence #OlympicMarketing #AIinHealthcare

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It’s Official: Bunnings is Australia’s Most Trusted Brand All 20 of the winning brands have demonstrated their market leading performance by emerging ahead of all competitors in their respective categories. Impressively, 14 of this year’s winners have built on their wins over the last two years and completed three straight victories as the most Trusted Brands in their respective categories. In addition, there are five new brands winning their first Trusted Brand Award include #Supermarkets and Convenience Store winner ALDI Stores Australia, #Charities winner the Australian Red Cross, Private Health #Insurance winner Bupa, #Utilities winner Sydney Water and the first winner of the Most Trusted Brand in #Pharmaceuticals is CSL, formerly known as the Commonwealth Serum Laboratories. The ultimate winner of Roy Morgan’s coveted 'Best of the Best' Most Trusted Brand award is Bunnings, achieving this recognition for the first time. Consistently ranked among the top three Most Trusted Brands in recent years, Bunnings has maintained high levels of trust even as other formerly trusted brands experienced significant declines in their rankings. #RoyMorganTrustAwards2024 #TrustAwards ➡ Read more: https://lnkd.in/gHERFBsi

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"what gets you to where you are won't get you to where you need to go" - so Aussie FMCG giant Bega Group has put the emphasis on #brand and business renewal. it's a direction that's seen it switch out agencies - "creative solution" that was slowing a new narrative from materialising, says Darryn Wallace GAICD - #marketing restructures that unites brand fame smarts from Vegemite with the commercial acumen of the parent brand, and heaps more. here's the story plus a few gems from Darryn on why it's a good time to be a marketer. #brandstrategy #marketingstrategy #cmos https://lnkd.in/gGAh7FCW

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Nzime Content 🎥 High-end #socialcontent creation, supported by strategies to grow #brands, drive conversion and gather advocacy … Meaning you communicate with, not at, your audience. #marketing #contentmarketing #contentcreator #contentstrategy #contentcreation #creativeagency #advertisingagency #videoproduction #photography #3drender

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Did you know that around 700,000 Kiwis are living with a respiratory condition such as asthma? That’s approximately 1 in 7 people, so it’s likely that someone in your network is affected. This September, the Asthma and Respiratory Foundation NZ is relaunching the Laps for Lungs campaign, and I’m excited to share that HRV is proudly supporting their efforts. It’s a natural fit for us, as we aspire to help all Kiwis create a drier, warmer, and healthier home. To support our friends at ARFNZ, we are giving Laps for Lungs’ lappers (who raise $50 or more) the chance to win an HRV Healthy Homes package up to the value of $15,000. This campaign is about much more than just getting active—it’s about coming together and raising awareness for those who are battling with respiratory problems in silence, it’s for the 1 in 7. The teams at HRV are committing to 30 days of staying active. We'll be doing football games, yacht racing, hikes (even the little ones around the block) and aerobics classes to help raise awareness. I encourage you, the 6 in 7 to get involved and support this vital cause. Visit Laps for Lungs to learn more and see how you can contribute. Let’s work together for the 1 in 7.

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📣 Event alert: Australian Frailty Network - GERIATRIC SEMINAR SERIES presents 'Moving from Tickbox to Genuine Consumer Engagement' This seminar will include a mix of short presentations by AFN consumers and consumer advocates, followed by Q&A. Learn about: •the AFN consumer engagement model and how we plan to achieve this •co-design and partnerships from a consumer perspective, and •engaging with vulnerable populations. Find more information here: https://lnkd.in/gadHH8Ey

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Freedom Furniture is quietly testing the M&A market after a 4 year turnaround effort led by former Harvey Norman CEO. The reported EBITDA of $10m on $400m revenue looks razor thin. But it's important to put this in perspective. The brand was loss making for a number of years prior to the Greenlit Brands takeover in 2020 with a significant investment in the brands future since. They've hired a new design team and changed 75% of the product range to better reflect Australian lifestyles and preferences. While also implementing a complete data overhaul, integrating customer data from its online and brick-and-mortar stores together to get a deeper understanding of its customers. And the changes are starting to show. Customer repurchase is at an all-time high and they've grown their loyalty membership by nearly 40%. The numbers are lean but there is a strong turnaround story. Plus the group is currently weighed down by the NZ division, who reported a $9m loss. The future of the brand depends on the ability for the omnichannel strategy to compete with cheaper pure online players like Temu & Amazon. Do you think consumers still need to see & touch furniture before they buy?

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