News Bulletin: Anytime Fitness CMO joins Core; Acxiom rolls out people-based marketing

Pippa Chambers
By Pippa Chambers | 9 August 2017
Rob Kain

CX at the core  

Sydney-based independent The Core Agency has launched a new customer experience (CX) offering and has brought on a former chief marketing officer to spearhead the venture. A CRM, loyalty and brand specialist, Rob Kain joins The Core Agency after spending the past nine years in senior marketing roles, most recently as CMO for the Anytime Fitness Group. Prior to that he was general manager - marketing for Super Retail Group’s Rebel and Amart businesses. Prior to that he was GM marketing, CRM and insight at the Specialty Fashion Group. The agency says it’s investing in CX and digital specialists to meet the increasing demand from clients that require greater strategic insight into the customer journey. The agency has created a bespoke end-to-end approach designed to unearth and unlock greater customer value and loyalty. MD at The Core Agency, Jane Callister, says there’s “far too much waffle and buzzword bingo” in the CX space, so Kain, given his straightforward customer-first approach, is a breath of fresh air. 

See: Improving CX vital to closing advertising expectations gap

Martech firm Acxiom rolls out people-based marketing in Australia

In its quest to “revolutionise marketing” and improve the consumer experience, martech and data firm Acxiom, which is headed up locally by Esther Carlsen; the ex-boss of GroupM Australia's trading desk Xaxis, has rolled out people-based marketing in this market. The US-founded firm, which trades on the NASDAQ, has today revealed the availability of people-based data sets and new omnichannel marketing capabilities across the Australian digital marketplace. The launch marks the next step in Acxiom’s global expansion, with the initial roll-out including the ability to create “buyer-centric” consumer personas, by matching offline transactional data to digital media consumption. Custom audiences are available to marketers via Acxiom, but now these audiences can be targeted in key digital platforms, including Google, Facebook, Nine, eBay, Yahoo7 and Twitter. The launch of Acxiom’s people based marketing service now means it can activate rich people-based segments at scale for clients, generating greater return on their digital marketing investments. In the UK this week Acxiom and Adobe revealed they'd teamed up to connect the passenger experience at Heathrow Airport.

See: Why people-based marketing is the future of programmatic

Bonds backs Nova’s Harry Styles exclusive

Nova listeners are in for a treat as the Australian radio network has secured a worldwide exclusive event featuring Harry Styles. The former One Direction member-turned solo artist will perform in Nova’s Red Room in Los Angeles, for Nova listeners and lucky Australian fans that win tickets. Winners will be the first to see Harry Styles perform live in Nova’s Red Room in LA, prior to him coming to Australia in November. For the first time, Bonds has partnered with Nova’s Red Room to help celebrate Bonds new ‘Hipster Mashup’ range. Bonds retail marketing manager Caroline Bourke says speaking to young women, the Bonds Hipster Mash Up collection champions individuality, self-confidence and originality which made partnering with Nova’s Red Room the ideal marketing move.

See: Nova hits emotive brand sweet spot; bags Qantas and Mazda

ADMA partners with Data Scouts to fill skills gap

ADMA has partnered with training and recruitment specialists Data Scout to help plug the skills gap in data, CRM and marketing automation. They pair are launching a skills assessment framework, that aims to help businesses map and define the roles they have and identify the skills they need to develop among their staff and new starters. It is integrated into ADMA’s IQ training programmes. “As marketers, success and recognition depends on demonstrating your skills and capabilities. So therefore, it’s important to know what skills are required in this ever-changing marketplace, to equip yourself with those skills and keep them up-to-date,” said Will Scully-Power, Director at Data Scouts.


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