Jasper Baumann

New South Wales

Journalist at Mediaweek (Australia)

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Articles

How B2B marketers are using AI to manage buying cycles

2 weeks ago | marketingweek.com | Jasper Baumann

As B2B buying cycles increase in length, companies are exploring the opportunity of using AI to better personalise customer journeys and align sales and marketing teams, which is helping to shorten the deal cycle.
One B2B brand on its full-funnel marketing overhaul

3 weeks ago | marketingweek.com | Jasper Baumann

B2B fintech Blackline restructured its team and switched its focus from events and webinars to a full-funnel approach aimed at winning over CFOs. By Jasper Baumann 24 Apr 2025 7:00 am B2B fintech Blackline has been on a mission to transform the role of marketing within its business.
Elon Musk slams ‘paid’ protests tarnishing Tesla brand image

3 weeks ago | marketingweek.com | Jasper Baumann

As Musk alleges “paid” protestors are opposing his work with DOGE, Tesla’s CFO recognises “unwanted hostility” is harming the brand. By Jasper Baumann 23 Apr 2025 1:16 pm Elon Musk has slammed “paid” protests against his work within the US government, as Tesla claims “near-term challenges” with its brand image have contributed to a 71% fall in profits.
Hotels.com bets on relaunch and new mascot to drive awareness

3 weeks ago | marketingweek.com | Jasper Baumann

Hotels.com is relaunching its brand and unveiling a new mascot in a bid to get its name “back out there.”
One B2B brand on rebranding, recruiting and reimagining the market

3 weeks ago | marketingweek.com | Jasper Baumann

Reaching 30,000 people a day, supplier of public sector language services Dals rebranded and hired a new marketing boss in a bid to drive growth. By Jasper Baumann 22 Apr 2025 7:00 am The UK’s largest supplier of public sector language services, Dals rebranded and appointed a new marketing director in the space of month in a bid to position the company beyond translations.
LVMH: We refrain from using price as a growth driver

1 month ago | marketingweek.com | Jasper Baumann

As LVMH posts another sales decline, its CFO says the luxury business will continue to invest in brand so it emerges stronger when demand returns. By Jasper Baumann 15 Apr 2025 2:39 pm Luxury giant LVMH has underlined the importance of continuing to invest in brand and not using price as a growth driver as it records a 3% decline in first-quarter sales.
Volvo’s marketing boss on why a lack of sector experience should never be a ‘hurdle’

1 month ago | marketingweek.com | Jasper Baumann |Niamh Carroll |Molly Innes |Charlotte Rogers

With a marketing career that spans gaming, digital media and consumer goods, automotive was not top of the list for Louise French when she began looking for a new role. But when the opportunity came up to lead marketing in Europe for Volvo Cars, it was an opportunity she couldn’t pass up. “If you had told me 18 months ago that I was going to work in automotive, I possibly wouldn’t have believed you,” she tells Marketing Week.
ABTA credits marketing as trust in the organisation soars

1 month ago | marketingweek.com | Jasper Baumann

The travel trade association’s longstanding campaign focused on building confidence has helped it boost trust, while its use of influencers means it is now engaging younger travellers.
How Fiat plans to make the ‘right first impression’ as it engages new customers

1 month ago | marketingweek.com | Jasper Baumann

Marketers are facing a car market in its fifth consecutive month of decline and while electric vehicle uptake continues to grow, it is still falling short of the 28% mandate set by the government for 2025.
IBM’s marketing boss on why personalisation is ‘the wrong avenue to go down’

1 month ago | marketingweek.com | Jasper Baumann

At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Jaguar’s managing director defending its rebrand to Nokia’s lack of familiarity, it’s been a busy week. Here is my take.