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Jan 14, 2025 | 
smartcompany.com.au | David Adams |Mia Fileman
American social media users are joining Chinese social media platform Xiaohongshu, also known as RedNote or Little Red Book, over fears the US government will soon ban TikTok. Xiaohongshu this week rocketed up Apple’s iPhone app download charts in the US, with many English-speaking users sharing their first experiences with the platform on X (Twitter) and Instagram.
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Nov 28, 2024 | 
smartcompany.com.au | Michel Hogan |Sally Branson Dalwood |Mia Fileman |Natalie Dean-Weymark
It’s easy to throw stones from the cheap seats. But organisations that take a blow torch to heritage as part of a relaunch make me wonder why they didn’t just start anew? The venerable Jaguar is back in the news and courting controversy. Ditching its hugely recognisable leaping panther in favour of … I’m not sure how to describe the bland, abstracted, typographic moniker and generic catch phrases such as “delete ordinary”. Seriously you can’t make this stuff up.
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Nov 25, 2024 | 
smartcompany.com.au | David Adams |Mia Fileman |Megan Flynn |Jason Andrew
Poor Jaguar. After launching a controversial rebrand, the storied carmaker has earned a chorus of detractors. Even worse, the loudest critics — those noble defenders of Jaguar’s heritage, who say the new-look logo and identity erase its history — don’t seem to care about the company at all. If Jaguar abandons the rebrand, it will be a capitulation to ‘fans’ arguing in bad faith.
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Oct 23, 2024 | 
smartcompany.com.au | Mia Fileman
After two decades as one of the most beloved Broadway musicals, Wicked is painting the town green ahead of its big screen debut on November 24. The upcoming film adaption features Cynthia Erivo as the Wicked Witch Elphaba, and Ariana Grande as Glinda the Good. Following in the footsteps of the Barbie marketing machine, brands are riding the cultural wave of film and TV releases to capture consumer attention and drive sales.
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Apr 15, 2024 | 
smartcompany.com.au | Mia Fileman
At 8am on Sunday, April 14, 2024, many families across Australia picked their screen and gathered in their PJs over breakfast, to view the much anticipated and longest-ever episode of Bluey titled ‘The Sign’. The promotion leading up to the launch of this monumental 28-minute episode was a masterclass in campaign marketing. The hype was real As the campaign unfolded, we were given gradual details about the episode to pique our interest leading up to the episode reveal.
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Feb 16, 2024 | 
medium.com | Mia Fileman
Weird, whacky and only one or two wonderfulIt was the night of nights for campaigns, and apparently, a football match was on, too. As a career campaign strategist, each year, I eagerly anticipate the Super Bowl ad breaks and the groundbreaking work that is born from the most expensive advertising in the world. In recent years, though, as many commentators before me have mentioned, the work has become little more than flashy, splashy and full of cashy. This year did not buck the (downward) trend.
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Nov 23, 2023 | 
smartcompany.com.au | Mia Fileman
It’s that time of year when the marketing trend predictions for the next year — 2024 — start rolling in. My last round of trend predictions with SmartCompany was pretty spot on, so the team was happy to have me back. While we marketers don’t have a crystal ball, one thing we know for sure is that trends constantly evolve and don’t start on January 1.
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Jul 5, 2023 | 
smartcompany.com.au | Mia Fileman
The English cricket team refused to share a beer with the Australian team following their controversial loss in last week’s Ashes test match at Lord’s in London. (For anyone not following the drama, England’s wicket-keeper was run out by Australia – entirely within the rules of the game, but according to the English, not in keeping with the mythical ‘Spirit of Cricket’ – sparking an ongoing international incident, with PM’s Rishi Sunak and Anthony Albanese trading barbs. Yes, really).
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Jul 4, 2023 | 
msn.com | Mia Fileman
In the world of marketing, sometimes 'more' is indeed 'more'. This mantra resonates loud and clear with the Barbie movie's marketing campaign, for which no expense has been spared. So what’s the deal with the blockbuster budget (rumoured to be $100 million USD), massive effort and nearly 15 years dedicated to perfecting a movie about a doll? The Barbie brand is more than just a toy — Barbie is the O.G. influencer. Love her or hate her, Barbie is an iconic figure, recognisable across all generations.
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Jul 4, 2023 | 
mamamia.com.au | Mia Fileman
In the world of marketing, sometimes 'more' is indeed 'more'. This mantra resonates loud and clear with the Barbie movie's marketing campaign, for which no expense has been spared. So what’s the deal with the blockbuster budget (rumoured to be $100 million USD), massive effort and nearly 15 years dedicated to perfecting a movie about a doll? The Barbie brand is more than just a toy — Barbie is the O.G. influencer. Love her or hate her, Barbie is an iconic figure, recognisable across all generations.
