CMO: Industry Super Australia marketing chief details the strategy pivot behind its latest campaign
New mass media campaign takes its cues both from community sentiment and need during COVID-19, as well as changing media consumption habits.
Industry Super Australia director of marketing, Alana Burnside, said “Industry Super Australia is relying heavily on its agencies, including media partner, Initiative, and brand and ad tracking consultant, Kantar, to do the heavy lifting as it shifts and adapts campaigns, messaging and channel mix.”