The secret sauce in the marketing mix for IAG, Dell, Yalumba, Mondelez and Vanguard

According to Australia’s top marketers, there’s one ingredient that will deliver growth: news.

You don’t need 11 different herbs and spices. According to five of Australia’s top marketers, there’s one ingredient that will do the job. Growth recipes from IAG’s Zara Curtis, Yalumba’s Nicky Gameau, Dell’s Sandipan Ghosh, Mondelēz’s Paul Chatfield and Vanguard’s Louise Eyres.

Every advertiser has their own secret sauce for marketing success. Tested and refined over the course of their career or sought out to respond to a shift in the business approach, the strategy varies from one advertiser to the next. But the CMOs of IAG, Dell, Yalumba, Mondelēz and Vanguard Investments share a common ingredient in the media mix: news.

For Zara Curtis, IAG Chief Marketing Officer, it starts with her own media consumption habits. “Read the news,” she says. “If you don’t understand what’s going on in culture, how can you possibly understand what to do with your brand?”

Through tapping into culture and current affairs, Curtis believes marketers can better engage their audiences.