How do we know news is working? Hear what Australia’s most influential CMOs have to say WATCH NOW

CMO Perspectives

The Whole Story with Trisca Scott-Branagan, Former CMO#5 and Head of Personalisation, Group Marketing, ANZ

We talked to Trisca Scott-Branagan, Former CMO#5 and Head of Personalisation, Group Marketing about how she uses news to build relevance with key decision makers.


One of the most effective ways to reach the C-suite is through news.
Trisca Scott-Branagan 
Former CMO#5 and Head of Personalisation, Group Marketing, ANZ

How do we know news is working?

“Over the last year the pandemic has brought home how much we value news.”

While at ANZ, Trisca needed to target a company’s CFO, a notoriously difficult target to both reach and also to persuade. An insight common to many CFOs is that they need to stay up to date, and news is a vital source of information for them. For Trisca, news was a powerful communications channel, giving her a direct line to reach these key decision makers.

So when her brand needed to persuade CFOs Trisca’s approach was to surround her brand messages with the news sources that business leaders rely on to stay informed. By building ANZ’s brand relevance in this way, it meant that when it came time to make key decisions, CFOs were more likely to think of ANZ as a relevant and credible brand.

That’s why news formed a critical pillar in the media mix for ANZ.

Why News CMO Perspectives
25th Aug

The Whole Story with Geraldine Davys, CMO, Nissan Australia

We talked to Geraldine about how she uses news to draw customers through the marketing funnel.

The Whole Story with Geraldine Davys, CMO, Nissan Australia

We talked to Geraldine about how she uses news to draw customers through the marketing funnel.

Why News CMO Perspectives
25th Aug

The Whole Story with Kate Whitney, CMO, Marley Spoon

We talked to Kate about how she uses news to constantly fill her marketing funnel with new customers.

The Whole Story with Kate Whitney, CMO, Marley Spoon

We talked to Kate about how she uses news to constantly fill her marketing funnel with new customers.

Why News CMO Perspectives
25th Aug

The Whole Story with Josh Grace, former CMO, Samsung

We talked to Josh about how he uses news to reach younger audiences.

The Whole Story with Josh Grace, former CMO, Samsung

We talked to Josh about how he uses news to reach younger audiences.

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