‘Cutting through the clutter has never been more challenging’: Flight Centre’s CMO on the state of marketing

A good rule of thumb, according to Flight Centre’s global head of marketing Clinton Hearne, is to stick to the plan 87% of the time.

As holiday habits return to seasonality after COVID, the entire travel industry is increasing advertising and marketing spend – and doing so in an increasingly cluttered marketplace.

At the same time, the advertising and marketing industries are in flux, with new technologies creeping in, diverted audience attention, and equal parts unease and excitement about the rapid march of artificial intelligence.