Marketing June/July 2015

Every issue of Marketing looks at the story behind brands and the people that devote their blood, sweat and tears to them. From one-on-one interviews with Australia's top marketing executives, to valuable case studies and strategy-level opinion, every page is authoritative and insightful.

Niche Media Pty Ltd
USD 5.30

en este número

1 min.

CONTENT PARTNER: a Marketing Content Partner is an organisation with which we’ve entered into a partnership to collaborate on content for the magazine (see page numbers listed for each), as well as exclusive content only available to Marketing Advantage Members. Learn more at would like to recognise and thank the members of its Editorial Advisory Board for their invaluable guidance: Michael Valos, chair; Brook Carter, AustralianSuper; Cameron Woods, L’Oréal; Caroline Ruddick, MYOB; Christine Khor, Chorus Executive; Erik Zimmerman, Littil; Mike Harley, XPotential Australia New Zealand; Peter Little, Cbus; Shannon Peachey, ANZ; Sifat Bhatia, Western Union; Skev Ioannou, IBM.…

1 min.
publisher’s note

I am very tempted to plead the Fifth. The media, marketing and advertising industries have been disrupted from top to bottom and our businesses will never be the same. Many may not survive. However, some will find opportunity in adversity: Recognising the opportunity, acting quickly and organising or reorganising. It sounds easy but if you have been in business for any length of time you know just how difficult that is. The reality is that embedded structures, cultures, employees, boards and leaders find it hard to ‘pivot’ but if they don’t, if we don’t, we face irrelevance. Never has it been more important to be willing to fail in order to succeed.…

1 min.
editor's note

Birds do it. Bees do it. Even educated fleas do it. Let’s do it – let’s all disrupt. Or let’s not, at least not before thinking. Although business environments experience unique changes at any given point, with this decade’s theme being fast, competition and innovation isn’t new, and the overuse of the word ‘disruption’ has reached a point of being unhelpful. Two decades since his seminal book came out, the ‘father of disruption’ (writing that phrase made me groan, to illustrate the point) Clayton Christensen was interviewed last year by Businessweek to respond to a take-down of disruption by Jill Lepore published in The New Yorker. The article started out as an attempt to rein in the almost random use of the word ‘disruption’, but quickly veered into a less convincing argument to put the…

2 min.
disrupt /dis’rapt/

Verb 1. Interrupt (an event, activity or process) by causing a disturbance or problem. 2. Drastically alter or destroy the structure of something. Origin: Late Middle English: from Latin disrupt- ‘broken apart’, from the verb disrumpere. The Oxford English Dictionary “Successful disrupters are people who are capable of an active imagination.” – Best-selling author Malcolm Gladwell at the World Business Forum in New York. “Ironically, for incumbent businesses it is often their in-built adversity to risk that presents as the biggest risk in the face of disruption.” – A report by University of Sydney Business School and Capgemini titled ‘Digital Disruptive Intermediaries’. Read more in our interview on page 32. “We talk about the importance of technology and knowledge and resources… but we don’t talk about frame of mind – the kinds of attitudes that lie behind provocateurs.” – Best-selling…

14 min.
the way of the start-up

The way we pay, the way we play, even the way we stay – innovative players have not only been able to penetrate the market in recent times, they’ve dominated it. New players capture the market’s imagination with a heavy dose of chutzpah on the side, unfazed by regulatory hurdles or geographic blocks. It’s hardly surprising then, that some established companies, internationally and in Australia, have been caught flatfooted and the implications are being felt across the corporate spectrum. Mature, multinational, high value companies have seemed to fail overnight. The reality is that their decline took rather longer but, scratching a little deeper, what has caused these brands to move from icon status to the business scrapheap? What did they miss? One word: innovation. It does appear, however, that the message has started…

1 min.

The Circular Economy The ‘Circular Economy’ is an industrial system that is restorative by design. It’s poised to stimulate economic activity in product development, remanufacturing and refurbishment, as products get designed for longevity, re-useable parts and/or material recovery. According to analysis conducted by McKinsey & Company and the Ellen Macarthur Foundation (‘Towards the Circular Economy’), circular industrial models could potentially see material cost savings worth up to US$630 billion per annum over the next decade within one area of the European > manufacturing sector alone. The ‘Circular Economy’ draws on principals such as biomimicry, systems thinking and industrial ecology, all driving toward the ideal scenario in which waste ceases to exist. Infographic created by Marketing based on charts, data and ideas from the Ellen Macarthur Foundation ( and the Royal Society for the…