Andrew Baxter

Andrew Baxter

Senior Adviser, Customer, Brand & Marketing Advisory

Articles by Andrew Baxter

Business & Economy

Marketing in a time of shifting normal

There are two main questions that marketers should be considering. How is consumer behaviour changing? And how should they be changing their marketing efforts accordingly in this interim period?

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Business & Economy

Planning for recovery from COVID-19: What brands should be considering, and what they can learn from past downturns

As marketers plan for a recovery from COVID-19, hibernating brands need to carefully map out the steps required to re-launch their business.

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Business & Economy, Social Impact

The implications of COVID-19 for marketers: the three phases they need to consider

When tough times suddenly arise, marketers need to re-boot their strategies.

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Business & Economy

Twelve marketing matters that matter in 2020

Delivering on promises and doing the right thing are the major contributors to building trust.

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Business & Economy

The Sponsorship Dilemma: Who do you really want to associate with?

What is the risk of populism swinging the brand association from positive to negative? From more people loving it, to more people not?

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Asia & International Markets

Marketing to our million plus Australian Chinese consumers

Just like the other million-plus audiences, Australian Chinese are a very diverse group that can’t be targeted in a one-size-fits-all approach.

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Innovation & Digital

The influencer strikes back

One of the oldest adages in marketing is that word of mouth is the most effective way of communicating with your customers.

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Innovation & Digital

The online search battlefield is shifting from typing to talking

For almost two decades, marketers have been trying to win the online search battle on a daily basis.

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Business & Economy

Election campaign lessons for marketers: money well spent and wasted

Like Christmas for retailers, and the Super Bowl for brands, the federal election is a date set in time that provides an immovable deadline for marketers.

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