AMI

ami.org.au · American English

Australian Marketing Institute (AMI) is the professional association for marketers in Australia. AMI membership supports marketers at every stage of their marketing career through training, professional development and a collaborative network of professional marketers from across Australia.

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Last post: Sep 30, 2026
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The Era of B2A is Here: What Meta’s ‘Muse’ Means for Brand Disintermediation
Sep 30, 2026 · original
For some time, I’ve been working with visionary marketers who saw a fundamental shift on the horizon. We’ve spent hours in workshop sessions anticipating the day when AI agents would finally step between the brands of companies and consumers. We envisioned a future where algorithms wouldn’t just recommend products but would actively make brand decisions on behalf of users, completely disintermediating the traditional customer journey. With Meta’s announcement of its new personal AI agent, Muse, that day hasn’t just arrived – it has officially entered the mainstream. This is notably on the back of 10 August 2026, Meta CEO Mark Zuckerberg’s essay on AI titled The Future is for Everyone that I’ve reported on. Meet The Consumer’s New Proxy Announced recently, Muse isn’t just another conversational chatbot answering trivia questions. It’s an action-oriented personal AI designed to execute tas
The UK AI Dispatch for Marketers: What’s Heading Down Under Internationally
Sep 30, 2026 · original
The forward-thinking marketing departments view AI as enterprise software for improving marketing processes – scale content marketing and optimise marketing mix. The assumption being used is that brands will hold the AI advantage, predicting consumer behaviour with ever-greater precision. A fundamental power shift may be happening. The power dynamic could be flipping, and the consumer could be on track to outsmart marketing departments unless their enterprise AI programmes are designed to keep up. On 10 August 2026, Meta CEO Mark Zuckerberg published an essay arguing that the defining question of our age is who gets access to superintelligence AI. He rejected the idea of a single, centrally aligned AI – governments, hyperscalers, corporations etc., arguing instead that the best path is a balance of power and that if only institutions hold superintelligence AI, outcomes will favour them o
Beyond the moment: The new rules of brand activation
Sep 27, 2026 · original
In an increasingly connected world, the value of a real-world brand experience no longer ends with the experience itself. Recent research conducted by The Harris Poll found 95% of working professionals trusted a brand more after attending an in-person event. Perhaps more interestingly, 87% went on to visit the brand’s website and wanted to continue engaging online. And this matters. Brand activation has always done something advertising alone struggles to achieve: it turns audiences from spectators into participants. A product in a customer’s hands, an experience shared with others or a moment that invites a consumer to engage rather than simply watch. What’s changing isn’t the value of that physical moment – it’s what can now happen around it and how we make that moment work harder. The strongest activations aren’t choosing between physical and digital. They’re using digital to extend,
Australian Marketing Institute new CEO to advance the profession’s future
Sep 22, 2026 · original
22 September 2026: The Australian Marketing Institute (AMI) is announcing the appointment of education and marketing leader Lauren Hyde as its new Chief Executive Officer. Lauren joins AMI at a pivotal time for the profession, with marketers navigating rapid change driven by artificial intelligence, data, technology and evolving customer expectations. She brings extensive senior leadership experience in digital education, professional development and marketing, most recently serving as Managing Director of Cengage ANZ and prior to that in APAC leadership roles at Pearson. AMI Chair Kristie Atkins says Lauren’s appointment reflects the Board’s ambition to strengthen AMI’s role in advancing marketing as a respected, trusted and future-ready profession. “Success depends on not just keeping pace with change, but on developing the capabilities, judgement and professionalism needed to lead thr
Australian Marketing Institute Announces 2026 Marketing Excellence Awards Winners
Sep 11, 2026 · original
Sydney, 11 September 2026: The Australian Marketing Institute (AMI) is proud to announce the national winners of the 44th AMI Marketing Excellence Awards, recognising outstanding achievement across Australia’s marketing profession. For 44 years, the AMI Marketing Excellence Awards have recognised excellence in Australian marketing, celebrating the strategic thinking, creativity, innovation and measurable impact of marketers, teams and organisations across the country. The 2026 Awards attracted a record 258 entries, demonstrating the strength and breadth of marketing talent across Australia. This year, awards were presented across 17 Campaign Categories and 11 Special National Award Categories. The winning work spans brand revitalisation, customer experience, data and insight, AI and technology, content and social media, public sector marketing, sustainability and purpose-led marketing, r
AMI Victorian Certified Practising Marketer Lunch
Aug 13, 2026 · original
On Thursday 30 July, the Australian Marketing Institute Victorian State Committee hosted more than 70 Certified Practising Marketers (CPMs) at Berth Restaurant in Docklands for an engaging lunch and thought-provoking discussion on the findings of the 2026 Marketing State of the Nation Report, presented by Wingmaven founders Jenn ten Seldam and Laura Wilson. Jenn and Laura sparked honest conversations about the realities of leading marketing in Australia today, sharing insights that resonated strongly with senior marketers across the room. Some of the key takeaways from the report included: 92% of marketing leaders feel confident in their marketing abilities, and 97% in how confident they feel in their leadership abilities. Marketing is a business system, not a silo. The job of doing great marketing is not wholly held by the marketing team. It isn’t delivered just by the marketing team. I
Why this week’s UK AI Security Institute Incident Report of Unsanctioned Agent Behaviour Demands Quality AI from Australian Marketers.
Aug 13, 2026 · original
Have you started using the agentic AI capabilities of off-the-shelf models? Most call them “Computer” vs “Chat” now. If you haven’t, most using them assume that if we give the AI agent a clear goal, it will respect implicit business, safety, and ethical guardrails. But working with agentic systems has shown the reality that autonomous AI does really prioritise task completion above everything else! Without strict quality AI governance, goal-directed AI agents can even engage in deception to hit their path target. This week the UK AI Safety Institute put out an incident report that makes this risk very clear. It’s coming just two weeks after an AI agent incident was reported by OpenAI where an agent hacked a system to achieve its goal. The UK AI Safety Institute, during routine evaluations across 122 cybersecurity tests, AI models took 19 unprompted, unsanctioned actions on the live inter
2026 Australian Marketing Institute Marketing Excellence Awards Finalists
Jul 14, 2026 · original
This year, we’re proud to spotlight the sharpest strategic thinking and the boldest creative work in Australian marketing. These finalists have delivered measurable commercial impact, pushed creative boundaries and set new benchmarks for the profession. Our finalists, drawn from across Australia, span organisations of every size and sector, from ASX-listed brands and government agencies to not-for-profits, boutique agencies and independent marketers. Their work reflects the full breadth of modern marketing practice, from acquisition and brand revitalisation to data-led strategy and the emerging use of AI in campaign delivery. These finalists represent more than standout campaigns. They represent the marketers, teams and agencies behind the work – professionals who have translated insight into strategy and strategy into results, setting the standard for what excellence in Australian marke
Finding Growth Through Community and Mentorship
Jul 7, 2026 · original
By Manisha Kaur With more than eight years of marketing experience, primarily in B2B environments, I’ve had the opportunity to work across the technology, telecommunications and professional services sectors, gaining exposure to a wide range of marketing disciplines and business challenges. Most of my roles have been marketing generalist positions, which have allowed me to build experience across content marketing, campaigns, events, digital marketing, communications, strategy and marketing technology. I enjoy the variety that comes with being a generalist, as each day presents a different challenge and an opportunity to learn something new. In recent years, I’ve developed a strong interest in marketing technology and strategy, specifically how businesses can use data, systems and customer insights to drive growth and improve customer experiences. I am so glad I chose marketing as a care
When Your Customers Become the Channel: What Gen Z Teaches Us About Modern Marketing
Jul 7, 2026 · original
For Loane Avenell, Head of Marketing at Sharetea Australia , the answer isn’t to chase trends or interrupt conversations. It’s to build brands that customers genuinely want to share. Drawing on her experience across retail, QSR and franchising, Loane explores why today’s most effective marketing is less about broadcasting messages and more about creating experiences people naturally want to become part of. After a number of years working in QSR and franchise marketing, I have been reflecting on how brands reach Gen Z. There is a lot of marketing advice written about younger audiences, and at times it can treat Gen Z as a trend to be chased or a demographic to be captured. In categories like bubble tea, that thinking doesn’t work. Gen Z are already in the store and on delivery, already choosing the product and creating the content, and already deciding whether a brand understands the mome

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