Commbank CMO: ‘the expectations of brands are really increasing’

January 19, 2015 12:38

The chief marketing office of the Commonwealth Bank has warned other marketers that customer expectations of their brands have evolved, requiring them adopt new technology and improve brand interactions to meet the higher bar.

In the latest AANA Marketing Directions program Vittoria Shortt tells MEC’s James Hier that the bank is constantly thinking about how to meet those changing expectations.

“The expectations of brands are really increasing,” said Shortt. “So for us what that means is what are the messages we are taking to market? How are we communicating our role in Australia and communities as well as the products and services that we offer.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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