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Hotwire Headlines #43

Hotwire Australia

CMOs must establish more vital connections to foster resilience and growth

In recent news, Gartner tells CMOs to step up their company connection efforts, retailers dominate the list of Australia’s most trusted brands, and Woolworths joins TikTok and appoints viral creator as its content coordinator.

CMOs need to step up their company connection efforts

The Gartner Marketing Symposium’s keynote highlighted the importance of employee engagement, cross-functional collaboration and connection to the modern marketing leadership role. Gartner advised CMOs to step back and rethink the marketing and social landscape and to use their ‘superpower’ – the ability to establish vital connections – to assert their role as chief stewards of vital connections that will foster resilience and speed growth.

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Retailers hog latest list of Australia’s most trusted brands

Roy Morgan has revealed Australia’s top four most trusted brands once again comprise of some of Australia’s leading retail brands including Woolworths, Coles, Bunnings Warehouse and ALDI in fourth place. Notably, there have been four big improvers in the June quarter 2021 with Department Stores Kmart, Myer, Big W and Target all improving their standing as some of Australia’s most trusted brands.

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Outbrain & Pedestrian Group launch multi-year partnership

Outbrain, a recommendation platform for the open web, has launched a new multi-year partnership with prominent youth publishing network Pedestrian Group, providing advertisers greater access to hard to reach audiences. The agreement sees Outbrain’s Smartfeed technology running across Pedestrian’s suite of premium digital properties and owned channels including Pedestrian.TV, Business Insider Australia, Lifehacker Australia, Kotaku Australia, Gizmodo Australia, Vice AU/NZ and the recently launched Refinery29 Australia.

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Woolworths joins TikTok with help of viral staff member

Woolworths has launched a TikTok account with the help of a former in-store team member, Liam Kirley (ashe_media), who has previously gone viral on the channel. The account will give audiences a look behind the scenes of Woolworths stores, as well as provide valuable shopping, planning, and cooking information. Liam Kirley, a former staff member who began sharing TikTok content while working at Woolworths, has been appointed as content coordinator to lead the new channel. Kirley achieved TikTok fame by sharing videos of himself greeting team members, customers, and sharing funny moments in the retail and customer service industry.

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Second TikTok video breaches advertising rules

The Australian Association of National Advertisers (AANA)’s Ad Standards continues to crack down on distinguishable advertising rules, with TikTok now firmly in the crosshairs after another breach. Previously, Instagram influencers were the main culprits of breaches of Section 2 of the AANA Code of Ethics, but now TikTok is emerging as another area to be cracked down on.

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