AANA, Nine and Mi3 partner in Reset Now thought leadership video series with leading CMOs, CEOs

Deep Dive 7 May 2020 - 3 min read

AANA, Nine and Mi3 partner in Reset Now thought leadership video series with leading CMOs, CEOs

By Paul McIntyre - Executive Editor

L-R: Mi3's Paul McIntyre, Nine's Liana Dubois and Nestle's Martin Brown launch the Reset Now CMO video series next Tuesday May 12

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CMOs and chief executives at leading bluechip and challenger brands join a nine-part video series on leadership and navigating the new world. Nestle's director of e-business, strategy and marketing, Martin Brown, and the new global CMO for hot Australian direct-to-consumer start-up, Koala, which is expanding globally through COVID-19, are the first in the series launching next Tuesday from Mi3, Nine and the AANA.

The AANA's flagship annual marketing conference has been postponed this year because of the COVID-19 crisis but the show goes on.

A tier one line-up of marketers have joined an initiative between the AANA, Nine and Mi3 to share their learnings and evolving strategies for managing through and post-COVID and how deep consumer mindsets and behaviour may shift.

"This is a real opportunity to bring thought leadership from senior marketers to the broader industry to share insights and ideas in navigating the current environment," says AANA CEO John Broome. "We've got an enviable line-up of senior CMOs and CEOs for this series."

Nestle's director for e-business, strategy and marketing across Oceania, Martin Brown, spearheads the series launch next Tuesday.

Brown, who is also AANA chair, says a "recasting of the home" as the new gym, cafe, restaurant and entertainment hub is already creating shifts in consumer thinking and spending and e-commerce strategies are being revised, reshaped and fast-tracked across industry.

Brown says scenario planning for the next 12-18 months is so fluid that three approaches are required: best case scenario, most likely and worst case. "The economic forecasts range from two quarters to ten quarters of negative growth," he says. "We have to be planning for all those possibilities"

That's the economics. The shifts underway in consumer lifestyle and spending preferences are equally fluid but it is exactly the time when marketers and their understanding of consumer insights and behaviour can make a critical contribution to business strategy and product design and development over the next two years.

Stay tuned for the series launch next week.