Coles’ Lisa Ronson On Appointing Two New Agencies During The COVID-19 Crisis & The Impact On Marketing Budgets
Coles’ CMO Lisa Ronson has opened up about the impact the novel coronavirus has on the supermarket giant’s marketing budget, as well as what it was like appointing two new agencies amidst the crisis.
Speaking to Jules Lund on Marketers in Pyjamas, Ronson said she has the interesting task as a marketer: to get people to stop buying too much.
As shoppers continue to panic buy, Coles and other supermarkets have struggled to cope, with essential items selling out sometimes within minutes of hitting the shelves.
Ronson said: “We’ve been doing a Christmas or sometimes two Christmases every day for three and a half weeks. And we have six months to plan for Christmas. And this just hit pretty immediately, actually. So the amount of stock we’ve never had more stock and more resources going into store.”
Ronson said Coles has been working with the government, suggesting they’ve been “really good” and have relaxed a lot of the truck curfews and similar rules, meaning the supermarket can fill its shelves more frequently.
According to the marketing exec, it’s times like this when “you really step up to your brand purpose”.
She said: “Ours is to sustainably feed all Australians so they can lead healthier and happier lives. So it always comes back to that. So we very, very quickly pivoted to when things started to get tough, we redirected our entire online business, the whole thing, to vulnerable Australians.”
On the impacts of the virus on Coles’ marketing budgets, Ronson said it’s been a “complete pivot”.
“Normally on this spectrum, we’ve got the brand building and engaging to get people to want to love Coles and then the trade driving stuff.
“It pivoted very, very quickly to a lot of more community service announcements. Now we’re cleaning up stores and we’re looking out for team members asking people to be kind to our team members. I never thought as a marketer I would be doing that.
“So it’s very surreal when you write in communications to say, please don’t abuse that name. Please be kind to our team. And I’ve had to do a lot of those sorts of things.”
Ronson was also tasked with appointing two new agencies to the supermarket account during this crisis, appointing DDB and TBWA.
Both part of Coles’ existing agency roster, the agencies will add to the long-term agency Big Red – providing the bandwidth needed to manage Coles supermarkets’ core marketing activities at the same time as meeting increased demand for customer communications related to the current pandemic.
Ronson said: “The team are really banding together and we’re dividing and conquering. I’ve got a team that I’m focussed on COVID, as sad as that is. But they have to focus on those day to day communications.
“What CMO would do an agency pitch at a time like this? It would be tough and it would be hard on the industry.
“So that’s why I went to the bench of our financial services business that we ran that pitch when I first started, it was underway when I got to Coles. And they’re great agencies.
“So we’ll work together with the three agencies and the team, the ones that are focussed on today and those that are focussed on tomorrow.
And also, whilst the marketing planning calendar has changed dramatically in the last month, we’re just doing what we can on a day to day basis. And the team is great.
“They’re a bit tired, but we’re fortunate that we’re in the position that we’re in to be fulfilling that purpose for Australians. We’re really proud and very privileged to be in that position.”
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.