Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing.
The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics.
The panel is chaired independently and includes Guzman y Gomez’s Lara Thom, Huawei’s Lisa Connors, OVO Mobile’s Nicole McInnes, Menulog’s Tasman Page, Spotify’s Serena Leith, Outdoria’s Nick Baker and Facebook’s Alexandra Sloane.
The LMC has just launched its first whitepaper, which was created following the council’s inaugural meeting in May.
The whitepaper explores themes including the changing nature of ‘soft launches’, the technical considerations of launch, launch channel planning, the coordination role within the organisation and the importance of C-suite alignment.
Guest speakers Shay Hamama and Ryan Keller from LuxGrop provided a case study on Luxury Escapes’ recent re-launch, in which they stopped all market spend for a week and completely shut down their website while they migrated all their data from their old system to the new.
Bold managing partner and LMC chairman Alex Hayes said: “The council members have a really varied background and experiences, from corporate environments to start-ups and rapidly growing companies.
“We want to understand how businesses can overcome some of the issues tabled by our very senior marketers in a way that goes beyond theory and is instead based on actual experience.”
The council will meet again in September to explore further launch marketing subject matter with a new guest speaker.