Welcome to the latest episode of AdNews Asks, a series connecting the marketing, advertising and media industries.
As Melbourne endures stage three COVID-19 restrictions, the industry has been forced to re-think workplace routines and strategies.
Coles CMO Lisa Ronson is among industry leaders rising to the challenge, with a host of changes unleashed during the pandemic.
The first was to separate her marketing teams in two: one as a COVID-19 response team and the other to drive future brand activity.
Ronson even collaborated with competitors on communications, reminding consumers to appreciate team members and adhere to buying quotas.
“Working with competitors to tell your customers not to buy things as a marketer is really, really strange but really necessary for us,” she said.
In this episode, Ronson also revealed one of the most successful marketing campaigns to launch. Best part? It was devised on a Saturday afternoon.
For MediaCom Australia CEO Willie Pang, working with the Victorian Government has brought the team closer and achieved new levels of innovation.
One project helped to monitor and track adherence to social distancing rules.
“It is an incredible privilege for us to be working with the Victorian government,” Pang said.
“We know at this time, that what we do is more than just spots and dots in advertising.
“We know that we’re playing our small role in influencing and impacting the lives of millions of Victorians and Melbournians right now.”
Network 10 head of agency Melbourne John O’Brien also stressed the importance of community and collaboration.
“During COVID we focussed on collective buy-in,” he said.
“This means that our sales meetings, our WIPS, our one-on-ones really have become much more conversational as opposed to being directional.
“Our team members are taking greater responsibility, helping to educate others around the office and supporting each other’s mental health.”
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