Australia
A marketing and communications professional with hands-on experience developing and implementing digital marketing campaigns and strategies with both agency and in-house businesses.
From strategy development to content production and paid amplification, I’ve managed varied digital marketing campaigns, driving business results for transnational clients such as Coca-Cola, Telstra and Vitamix; and for local businesses such as The Star Entertainment Group, MessageMedia, Kayo Sports and RateSetter.
Many find it difficult to grasp the deep and nuanced difference between B2B and B2C content marketing but, as Samantha Waterworth explores, it pays to know the difference...
In an effort to foster innovation and increased productivity, organisations around the world are taking a more collaborative approach to designing their workspaces.
Don't let the money fool you, consumer trust is the key currency of the financial services industry - and the exchange rate isn't good.
In her role as a leader of Telstra's Global Products business, Michelle Bendschneider sees firsthand the impact cloud computing has had on the way business is conducted both here in Australia and globally.
Michael Phelps is breaking new records in Under Armour's latest content campaign - a video that will resonate with you long after the Olympic cauldron goes out.
From its symbolic Coca-Cola text, what we call Spencerian script, to the unmistakable contour bottle, Coca-Cola has worked for more than 130 years to create its iconic brand designs.
Engaging with the ever-elusive millennial audience isn't easy, but as AAMI Insurance has shown us, it isn't nearly as difficult as some make it out to be...
What's it like to actually work at Coca-Cola? We sat down with four summer interns from Coca-Cola South Pacific - Belel, Evgeniya, Kimberly and Sabrina - to find out exactly what they discovered behind the scenes.
There's a chance you haven't heard of the Sydney Catchment Authority (SCA), but what they do is pretty impressive.
The rise of content marketing has brought with it a demand for ghostwriting like never before. But shouldn't content be written by the person who gets the byline?
Square, a mobile payments company led by Twitter CEO Jack Dorsey, has unveiled the first instalment of a storytelling series focused on the success of small business.
It’s official: Coca-Cola New Zealand is leading the world in more ways than one.
So how can brands navigate the often choppy waters of negative publicity on social? Samantha Waterworth explores...
How do you encourage people to see the ground beneath their feet, not just what's in front of them? According to Landcare and Coca-Cola you ask them to leave the office and do some digging.
They've done it again. Students from the renowned German Film Academy of Baden-Württemberg have unveiled an emotion-packed clip that places storytelling at the heart of brand advertising.
Did you play tuneless recorder songs to your parents in primary school? Sing in a choir? Learn to dance? If so, you're probably in the minority.
From the Kiwis in Havelock North to young New Zealanders across the country, Coke New Zealand’s mission in 2016 was to share a whole lot of love with local communities – and they’re not done yet.
Katrina McIver got the surprise of her life when she found out she was the lucky winner of an all-expenses paid trip for two to London – one of the major MyCoke prizes at the beginning of 2016.
As the days grow longer and the nights milder, is there anything better than a sweet and simple spring smoothie? Here are a few delicious recipes of our own.
Meet Katrina, Kevin and Shane, just three of the 30 lucky winners of an all-expenses-paid trip to Fiji thanks to MyCoke.
Food fusions, cuisine that combines elements of different culinary traditions, have long made their way onto our tables and into our tummies.
As a chartered accountant at a regional district health board, it was one of the organisation's busiest days of the year when a fateful email came across Lucy Crighton's inbox.
Coca-Cola made a global commitment in 2010 to enable the economic empowerment of five million women by 2020. The name of this program is 5by20.
10,000 goes a long way and it couldn't have come at a better time for Peter, another lucky MyCoke winner who took away the cash prize earlier this year.
She has 6 Commonwealth Games medals under her belt and is lighting up the pool at the Rio 2016 Olympic Games. Meet That's Gold ambassador Emma McKeon.
It may not be the first thing that springs to mind when it comes to teaching Aussie teens life skills, however, cycling takes on a whole new role when a BMX World Champion rolls into town encouraging young people to embrace their local communities through bike riding.
Before he swapped his goggles for a guitar Cody Simpson dreamt of making it to an Olympic Games. Now Cody shares his journey from medals to music awards.
Kelly Syron-Ginley is going to be saying "Bula" to tropical Fiji very soon thanks to MyCoke, having just won a trip valued at nearly $6,000.
The Sir Peter Blake Trust Dream Team - including eight Coca-Cola Amatil New Zealand leaders - came together to motivate young Kiwis to follow their dreams.
It's the luxury brand publishing campaign that proves the power of user-generated content and media partnerships to engage users. Samantha Waterworth explores...
Coca-Cola Amatil New Zealand has been named one of the best places to work in NZ, joining an elite group of companies with Aon Hewitt Accreditation.
"The need to conserve time is one of the biggest challenges modern work cultures face," says Robbie Robertson, partner and head of spatial and brand experience at Deloitte Australia.
The rise of the sharing economy has created markets out of things never previously considered sellable. At the forefront of that, Airbnb is reshaping and redefining the entire travel sector.
For a professional athlete such as South Sydney Rabbitohs captain and brand ambassador for POWERADE ION4, Greg Inglis, hydration is one of the most important elements of performance.
As the leading platform for the propagation of Australian ideas, creativity and innovation to the rest of the world, TEDx recently lit up the Sydney's Opera House.
Welcome to the Filtered Events series, a place where we curate all the latest and greatest trends, insights and innovations from industry events.
The Kennedy Foundation has announced a partnership with Coca-Cola, which will see the top prize at the 5th Annual NRMA Kennedy Awards for Excellence in Journalism, named after the company.
There may not be a proven formula for success, but there's no denying those who manage to lead effective and happy lives tend to share a few key habits.
Forget 'Where the bloody hell are you?,' Tourism Australia has asked a bold new question in its latest brand campaign: How do you market the "feeling" of Australia?
In July 2015, the unmistakable letters and red fluting were removed from the façade and a temporary banner was erected in its place.
Identified as the biggest challenge and highest priority for marketers across Australian and US B2B and B2C industries, content marketers are feeling the heat when it comes to creating content that resonates.
On their quest to master marketing to men, there was a single question gentlemen's clothiers M.J. Bale set out to answer: You can crush the man, but can you crush the suit?
For the savviest of bloggers, business is booming. But what does it take to blog your way to the top? Tune in as Joe, one half of popular food blog, 2 Hungry Guys recounts the pair's rise up the ranks, revealing a secret or two along the way.
In late 2013, serial marketing entrepreneur Drew Williams published a Hubspot blog titled: Peak Content: When Does Content Marketing Hit Its Breaking Point?
"Our grandma was a chef, but she didn't just teach us to cook," Bella Jakubiak says. "She also taught us to eat."
Yes, over two-thirds of the world's illiterate population are women. Yes, the per-capita income for women is just half of what it is for men. Yes, 70% of those living in poverty around the world are women. Take a minute to let that all sink in.
A love of travel is universal: the desire to get out of your comfort zone and venture to foreign lands is the ultimate appeal.
The Land Down Under has made quite a name for itself - and not only off the back of its national icons.
Blistering heat, dripping sweat, aching for a refreshing cool breeze; hot summer days are well and truly upon us.
In true Game of Thrones style we're here to remind you that winter is coming.
There's one question that seems to be nagging content marketers year after year: How do you find the capacity to consistently produce engaging, high quality content?
Growing up in Australia, a good marker of summer holidays or festive occasions are the cries, shrieks and laughter over the fence of yet another family backyard cricket match taking place.
Despite being the largest town in Western Australia north of Broome, Kununurra is somewhat of a sleepy locale.
Content marketing continues to dominate the marketing agenda. But are your content investments paying off?
Coca-Cola collectors may not meet all that often, but when they do they come out in full force - as they did at the Queensland Coca-Cola Collectors Club 13 th National Convention, hosted last month on the Sunshine Coast.
We're down to the pointy end of the NRL season. The finals are looming large, and although the top eight is relatively clear, the placement of these eight sides is anything but.
You may or may not have heard that Gigi Hadid has been announced as the newest face of Topshop, with her first AW15 campaign recently having been launched across the globe.
In a quarter final stage that was anything but pretty Australia have clawed their way back to claim victory against Kazakhstan 3-2.
If you haven't already got yourself acquainted with the all-Australian designer, allow me to do the honours.
The last two seasons of the NRL have left me feeling somewhat peculiar.
The online marketplace isn't afraid of chewing brands up and spitting them out, and it has never been more important for brands to ensure their digital offerings rise above the rest.
Fearless. Iconic. Inspirational. No amount of endearing adjectives can some up Carrie Bradshaw and what she has meant (and still means) for women's fashion.
The latest UFC fight night is almost upon us. On August 1, 'Rowdy' Ronda Rousey will defend her bantamweight title against Brazilian fighter Bethe Correia at UFC190.
This year marks the third occasion that the Women's Ashes series has be played using its tri-format points scheme.
As part of their latest rebranding campaign, Western Sydney University (formerly University of Western Sydney), have released a series of videos that exemplify exactly why the power of storytelling has never been more relevant for brands and marketers alike.
If you're looking hard enough you may just be able to see Spring on his way in from out on the horizon.
This weekend brings with it the official kick off of the International Champions Cup (ICC) in Australia.
This year's Wimbledon tournament has kicked off with the largest convoy of Australian singles contenders since 1995.
The spectacle that is the NRL's State of Origin is never far from criticism, but it's also never far from success.
Hallelujah, Spring is well and truly in the air! Flowers are blooming, the temperature is slowly rising, and the sun is just beginning to shine its way through the consistent drizzle of Winter.
Ronda Rousey is coming to Australia.
They haven't missed a final series for ten years. Don't let their tumultuous season fool you, Manly are certainly going to make it eleven.
Filtered Media's content assistant, Samantha Waterworth, recently attended AIMIA's forum on 'The Future of Digital Publishing,' where a vast array of industry leaders offered their insights on the tumultuous world of online content.
This year's FIFA Women's World Cup has closed with a bang with the USA defeating Japan in an awe-inspiring 5-2 showdown.
The USA have pulled out an outstanding performance against the World's no.1 in Germany to earn their shot at claiming the Women's World Cup.
Parramatta's woes surrounding the Foran fiasco looks set to continue after Kieran Foran's manager Paul Sutton met with the NRL's salary cap auditor, Jamie L'Oste Brown, at League Central on Wednesday this week.
If there was ever a time to throw your support behind the Matildas, it's now.