You can't drive long term growth with short term marketing campaigns

You can't drive long term growth with short term marketing campaigns

Short-termism is one of the biggest traps CEOs and CMOs have fallen into in the digital age. It produces strategies that deliver results that satisfy the half-yearly reporting cycle rather than the long-term. The immediacy of digital activation campaigns has meant there’s an easy lever to pull for the many executives who have been under pressure to deliver in the short term.

Board changes at Australian Pork - Andrew Baxter appointed as new Specialist Director

Board changes at Australian Pork - Andrew Baxter appointed as new Specialist Director

Australian Pork Limited (APL) has announced the appointment of a new Specialist Director - Mr Andrew Baxter and the reappointment of Producer Directors, Dr Brian Luxford and Mr David Plant at its Annual General Meeting, Thursday 16 November 2017.

The APL Board has appointed Mr Baxter to fill the vacancy created by Specialist Director Mrs Kay Carey. Mrs Carey is retiring in accordance with the rotational requirements of the APL Constitution and was not seeking re-appointment.

Deakin Business School Board Chair wins prestigious marketing industry award

Deakin Business School Board Chair wins prestigious marketing industry award

In recognition of his significant contribution to the marketing industry, Chair of Deakin Business School’s Advisory Board, Andrew Baxter, has been honoured with a prestigious award at the recent 2017 Awards for Marketing Excellence.

At a ceremony hosted by the Australian Marketing Institute, Andrew was presented with the Sir Charles McGrath Award which, since 1976, has recognised those who have made significant contributions through sound business practice, development of the marketing profession or wider industry achievements.

The 2018 Commonwealth Games provides a window to rethink the Gold Coast brand

The 2018 Commonwealth Games provides a window to rethink the Gold Coast brand

For almost 60 years, the Gold Coast brand has been about the sun and the surf and all that comes with it. Throw in meter maids, theme parks, high-rise apartments and resorts, and it’s a brand image that is easily recognised. Some will argue however, despite its success, that that is a very one-dimensional marketing strategy for the sixth-largest city in Australia, and that the over-reliance on tourism, and its related property and retail industries, is flawed as a long-term plan