Mark Ritson

Looking forward to presenting this webinar to upskill the industry on the importance of contracts and some key issues to consider. #influencermarketing #influencers #aimco

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Another report to help the industry is live 🛎 Today we launched our 4th edition of the Digital, Marketing & eComm in Focus study. Together with our partners at Six Degrees Executive this 40-page study is full of local market insights from over 200 CMOs, CDOs, EGMs of Marketing and more - what is challenging brands, our preparedness for privacy changes, adoption of genAI, eCommerce maturity, marTech utilisation and more. If you want to get your hands on a copy you can do so below 👇 #Australianstudy #ecomm #data #digital #skills

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Media article published in Retail World -360 Marketing, a 74 years old Australian Business Magazine. It will be available online in May 2024 issue. Bairstow, N., & Majeed, S. (2024). Lessons from China’s powerhouse retail landscape”. Retail World-360 Marketing. In press #Retail #marketing #China #Australia #Retailbusiness #Retailworld

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So far this year, according to the Ad Standards Case Reports, 6 advertisers have been the subject of complaints about breaches of the AANA - Australian Association of National Advertisers Code of Ethics when it comes to distinguishable advertising, with one complaint involving 8 different posts. With 3 of those complaints upheld, 2 remain listed as not modified or discontinued on the Ad Standards website. Last month, the ACCC released its 2024–25 Compliance and Enforcement Policy and Priorities, noting that consumer and fair-trading issues in the digital economy, particularly misleading or deceptive advertising within influencer marketing, online reviews, in-app purchases, and price comparison websites, remain a top priority for the regulator. The ACCC also noted in their findings of their internet sweep of testimonials and endorsements by influencers, released in December 2023, that the ACCC will monitor adverse findings made by Ad Standards to assess whether they involve ACL concerns, and take enforcement action where appropriate. With 17 case reports listed on the Ad Standards website with "Upheld - Not Modified or Discontinued" as their determination in relation to the distinguishable advertising obligations under the AANA Code of Ethics, watch this space to see what action, if any, the ACCC takes in the coming period in relation to these ads, determined by the Ad Standards Community Panel to be non-compliant with the relevant self-regulatory code in Australia. The products advertised in these ads span clothing, food and beverage, health products, retail and information technology. Whilst the ACCC of course cannot pursue all matters that come to their attention, and some advertising of certain products may fall into the jurisdiction of other regulators, the ACCC does have a range of compliance and enforcement tools at their disposal to encourage compliance with the law, and focus on circumstances likely to impact consumers experiencing vulnerability, harm the competitive process or result in widespread consumer or small business detriment. What do you think? Putting aside the fact that proper ad disclosure builds confidence and trust in influencer marketing, and is therefore important for the industry, in your view, is hidden advertising in influencer posts advertising the abovementioned types of products likely to impact consumers experiencing vulnerability, harm the competitive process or result in widespread consumer or small business detriment, and therefore worthy of an allocation of regulatory resources to stamp out? #influencermarketing #accc #adstandards #aana #influencers #digitalmarketing #policy #priorities #opinion

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Further to this post, I expect that we will see the ACCC take action in relation to influencer posts in the coming period. Here's why:   1) We still see influencers failing to comply with Ad Standards Community Panel findings despite the potential for damage to a brand’s, agency’s or influencer’s reputation following negative publicity about these adverse findings. 2) Non-compliance with self-regulatory codes doesn't attract any financial penalty to significantly deter non-compliance, and therefore whilst most brands will take steps to ensure compliance, others will continue to fail to do so.  3) Influencer content can often reach a large audience, and significant sales can flow to the brand (and their agency) from increased publicity from influencer campaigns. 4) It's often evidenced in follower comments on influencer posts and in the conversion rates using influencer codes that followers are influenced to make purchasing decisions based on content uploaded by influencers they admire and trust. 5) The ACCC had concerns about posts uploaded by 81% of the influencers they monitored.  Risk is increased in my view where influencers have not been appropriately briefed about the products or services they are advertising, where no formal influencer agreement exists, and where influencer content is not vetted by the brand or their agency for false or misleading statements about the products or services and to ensure that appropriate ad disclosure is evident. What do you think? Do you agree? Let me know your thoughts in the comments. #influencermarketing #influencers #adstandards #aana #accc #adlaw

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Another little nug for your Friday afternoon... Should we be pushing for more sustainable media solutions, or accept the status quo? Sarah and I touch on whether Press has a place for brands in an era of sustainability. #PrintMedia #Sustainability #Publishing #MediaPlanning #MarketingStrategies #EnvironmentalImpact

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What excites me about the future is that increasingly big brands and clients are looking to smaller, more nimble, specialised agencies. The rise of the independent agency is going to continue because clients can see the value we add. #marketing #futureproof #thoughtleader #indie #future #marketingdepartment #agency #adagency #advertising

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For many years, The NBR List carried a negative label: RICH. Amid the pandemic in 2020, the decision was made to skip the List, as the audience was uninterested in hearing from affluent individuals unless they offered valuable advice. However, in 2021, The NBR List was relaunched. It now showcases inspirational insights and philanthropic innovation, resonating with a broader audience. Despite the positive reception, not all individuals wish to be featured. This year, we faced another legal challenge from someone unhappy with their own success. Nevertheless, those who embrace our mission generously share their time and stories, shedding light on both challenging and rewarding experiences. Join us on Monday, June 10th to celebrate the unsung heroes featured in The NBR List. Let their stories of resilience and bravery inspire you. NBR - National Business Review.

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Planning ahead for Black Friday, a.k.a Cyber Month? New feature for Inside Retail Australia on how to avoid the nightmares! Dr Jessica Pallant and I have been writing and talking a lot about retail's mega sales and the respective opportunities and challenges they present for retailers. From interview senior retail leaders we heard many brands only participate begrudgingly, and worry about the impact they have on margins and profitability. Yet even after sharing all these insights, we still saw may retailers (even some we talked to!) leaning into large site-wide sales. The impact was clear from Australian Bureau of Statistics data with a weak end to the year overall. So this year we're trying something different. With thanks to Heather McIlvaine and Tamera Francis, we've written a new feature proposing a few ways retailers should be thinking about these events, while there's still time to course-correct if needed. Our main suggestions: 1. Look at profit, not just top-line figures 📈 2. Think long term, not just the weekend 🔮 3. Offer value beyond price discounts 🤑 4. Have a strategy, and stick to it 🎯 I know Nathan Bush, Rob Godwin, Danny Phillips have shared a lot of views on this too. I've particularly found Carla Penn-Kahn's breakdowns of profitability really useful! Would love to hear other thoughts AND particularly any retailers who are looking at the big sales differently this year. The Lumery, part of Accenture Song RMIT University RMIT College of Business and Law

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Perhaps the best way to follow up a Best Ads ad for Pepperstone is with a Best Ads ad for Pepperstone.

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Size and Wallet don't matter: A Revealing Experience on Australia’s Rodeo Drive Just wrapped up a mystery shopping stint at a high-end boutique where expectations of luxury service were as high as the price tags. What I encountered was a lesson in what NOT to do in luxury retail. Upon entering, despite the store's chic layout and the staff’s immaculate suits, the service was underwhelming. A team of four, yet one scurried off to fetch an "expert" for assistance. Meanwhile, the rest seemed more interested in sizing me up than helping. Left to my own devices, I felt more on display than the luxury items surrounding me. This experience underscored a critical point for luxury retailers: true luxury goes beyond décor and labels—it’s fundamentally about respect and engagement. Size and wallet don't matter. Retail leaders, let’s not forget that the essence of premium service is making customers feel valued, not evaluated. #mysteryshopping #luxuryretail #customerservice #retailmanagement

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Should brands take stand on social and political issues? It's a big question... that I tackle in my latest article in the Australian. Take a look!

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Should brands do good? 96% of Aussies think so 🤔 Earlier this year, Leo Burnett released their “What Good is Doing Good?” report in collaboration with The UTS Business School and Zenith Media. The report found that 96% of Aussies believe it’s important for brands to be doing some form of good in the world. So, does that mean brands should be rushing to ingrain some form of social, environmental or political cause into their overall strategy if they don’t already? Definitely not! Consumers gravitate towards brand authenticity.  The report also supports this. Adjusting your strategy to revolve around something that your brand doesn’t actually believe in - consumers see straight through it. Not a good look. I personally believe it’s important for brands to strive to do good, especially on an environmental, social and staff well-being front - even better if it’s genuinely at their core. But don’t go fakin’ it. Greenwashing… no thanks. Here’s the thing about doing good though. The report found that 90% of Aussies believe a brand is good if it treats people respectfully and fairly, and has positive financial integrity. This encompasses: → Treating staff & the public with respect → Paying employees and suppliers fairly  → Providing stable and fair employment → Paying the appropriate taxes So if brands are already doing the basics of business right, which they should be, they’re already perceived to be doing good. ~~~~~~~~~~ Want to see more thoughts, insights and advice on branding and marketing? Follow me for more - JYE BECKETT

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"If more businesses knew their numbers, the world would be a better place" Now there's a truth bomb for you. As Pete Andrew from Bendigo Fresh Wholesalers so wonderfully lays out, if you leave it up to the accountant to tell you whether you've done well or not, then you're flying blind. As business leaders, we need to be experts in our numbers. 🤓📊 I've been on my own journey with this and I'll go out on a limb and say it's probably a common experience with business owners who have grown a business that was originally based on their skill set. I used to be the one that said, "I don't do numbers" but it wasn't until I leant into developing that skill set that things started to work and I was able to make more strategic decisions. Check out Pete's full journey in business via the podcast links below 👀 YouTube Podcasts - https://lnkd.in/g2P6t3PN 🎧 Apple Podcasts - https://lnkd.in/gMmyibi6 🎧 Spotify - https://lnkd.in/gUMdTeYc #remarkableregionalbusiness #podcast #localstories

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Australian consumers facing inflationary pressures May 2024 A new survey by the Australian Consumer and Retail Studies (ACRS) unit indicates that Australian consumers are finding it necessary to change their buying behaviours in response to financial pessimism. Read the following report to learn more. ACRS is a unit of the Department of Marketing at Monash Business School and conducts commercial surveys to help retailers and shopping centres better understand consumer sentiments and their buying behaviour. If you're interested to know more, please connect with Eloise Zoppos PhD. #ACRS #ConsumptionPatterns #CostOfLiving #Inflation #MonashBusinessSchool

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