The performance of challenger brands and their plans in a post-pandemic world was a focus of the AdNews LIVE event in Brisbane.
PHD Australia CEO Mark Jarrett, says most think of challenger brands as something small and feisty.
However, big brands can be challengers as well.
“It’s about being a consumer focused brand rather than a product or production focus … it’s really about the mindset and understanding consumers,” he says.
Jarrett says everyone’s looking at a U-shaped or V-shaped recovery at the moment.
At Virgin, the airline brand had repositioned itself after the 2020 pandemic year.
Ben Will, Virgin Australia's paid media leader, says it was all about getting to know the customer, including survey testing, finding out what they want.
“We need to listen to them,” he says.
Virgin asked itself: How do we challenge the market in the situation we are in? How do we get back into the market?
Ben Will says a media playbook was developed to cover every possible situation.
Anaconda head of marketing Jason Wolff says the key was to stay dynamic and be willing to take risks.
Those who did well had the ability to look at the opportunities rather than sitting there and thinking on the negatives.
“Focusing on the market opportunities and gaining market share,” he says.
“When it gets bumpy we’re not pulling back on our investments when it comes to media.
“It’s a real opportunity at the moment.”
He says many are looking at more dynamic media options now.
AdNews would like to thank our fabulous sponsors Alpha Digital, dentsu, MiQ, SCA, PubMatic, Seven, Rumble; our co-curators Brisbane Advertising Association and the Brisbane Advertising and Design Club; and friends of AdNews, Wrappt and Unltd.
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