chief strategy officer

Unintentional

…And culture defines brands

A super funds single most important asset is the brand because it defines member relations, a marketing and public relations expert told delegates. Mark Sareff, chief strategy officer of Ogilvy Australia, likened brands to religion saying that super funds needed to move beyond viewing it solely as a logo and realise that it includes the […]
Post-Retirement

Member research will make or break products

Research into members is crucial for success and engagement for retirement products, but so far it has been lacking, industry leaders agree. The data currently available to funds does not allow for effective development of products or communication with members because it is too general detracting from tailoring and sectorisation, participants at the 7th annual […]