Episódios
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Today’s guest is Robert Lopez, the Chief Marketing and Innovation Officer at Norths Collective, an Australian hospitality group that operates 8 venues across New South Wales.
Robert has taken Norths on an expansive journey of digital and marketing transformation. In his own words, the hospitality industry was a laggard in terms of adopting modern marketing, but thanks to Rob and his team, Norths now boast an impressive suite of martech tools across CRM, Data Cleaning, Messaging and Ethical Personalisation.
Robert talked us through the journey, highlighted some of the key decisions along the way and shared some clear examples of how this work is already driving measurable ROI.
I hope you enjoy the episode.
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Today, we're joined by Cameron Luby who leads all Consumer Marketing at Optus.
We had a great discussion about Optus' "Starts with Yes" ethos and brand platform, unpacking how this philosophy is implemented and used to make decisions and drive the marketing strategy forward.
From championing Women's Sports and the Women's World Cup to the eyebrow-raising appointment of Dan Ricciardo as Chief Optimism Officer, Cam gave us an inside look and took the time to debunk some of the skepticism surrounding these moves.
We also explored how Optus is thinking about the use of generative AI in mass media marketing.
If you’re in consumer marketing and brand, this episode is packed with interesting stories and insights. Enjoy the show!
*This episode was recorded live from the Seven House at SXSW Sydney in late October 2023.
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Today's guest is Susan Coghill, the Chief Marketing Officer at Tourism Australia.
The theme of today's episode is transitioning from the agency to client side, and how agencies and brands can collaborate better together.
Susan shared insights into her move from agency to client-side roles at notable Aussie brands like Qantas, Westpac, and Tourism Australia, navigating the challenges of cultural shifts and bridging understanding gaps between agency and client worlds.
She debunked myths surrounding agency and client roles, emphasising the symbiotic relationship fostering creativity for commercial success. Susan shared valuable advice for professionals transitioning between agency and client roles, advocating for effective collaboration.
Our conversation took a fascinating turn into Susan's experience at Apple during the iconic "Think Different" campaign, offering glimpses of her encounters with Steve Jobs and the enduring cultural impact of Apple's marketing excellence driven by a firm belief in creativity.
Enjoy.
*This episode was recorded live from the Seven House at SXSW Sydney in late October 2023.
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Today's guest is Justin Dry, the CEO and co-founder of Vinomofo, an innovative online wine retailer shaping the industry with more than $50 million dollars in sales and an engaged community of over 800,000+ 'mofos.'
Focused on how Vinomofo has been able to build such a large tribe of raving fans, we delved into Vinomofo's genesis and their early commitment to authenticity and bold differentiation.
Justin talked me through the shifts in marketing strategies they are making as they approach $100 million dollars in revenue. Justin shed light on adapting to changing consumer behaviour and the challenges in the direct-to-consumer model amidst privacy concerns and supply chain disruptions due to COVID.
Enjoy the show.
*This episode was recorded live from the Seven House at SXSW Sydney in late October 2023.
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Today’s guest is Patrick Millington Buck, Senior Marketing Manager of Commercial Partnerships at Virgin Australia, joining us for an insightful discussion on the power of meaningful commercial partnerships.
We explored how some of Virgin's more high-profile collaborations with the likes of the AFL, Starlight Children's Charity, What Ability, and OzHarvest came to be, and Patrick's own framework for assessing which partnerships to focus on, and how to measure their success.
Enjoy the show!
*This episode was recorded live from the Seven House at SXSW Sydney in late October 2023.
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Today, we have John James on the show, the voice behind the brilliant Champagne Strategy podcast and a true marketing provocateur unafraid to challenge the status quo.
In our discussion, we dissected the modern marketer's obsession with everything "brand", unpacking the industry's tangled perceptions of brand versus performance marketing.
John walked us through why he believes so much of advertising has lost its way, debunked the notion that exposure automatically translates to profits, and unraveled the science behind actually crafting successful and effective campaigns.
Enjoy the show!
*This episode was recorded live from the Seven House at SXSW Sydney in late October 2023.
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Welcome to a special episode of the Own the Moment podcast, diving into the unforgettable 2023 FIFA Women's World Cup—an event that became a global cultural milestone, particularly in Australia. This tournament shattered records in every aspect: over 2 million tickets were sold, nearly 12 million Australians tuned in to witness the Matildas' gripping semi-final on TV, and we saw average crowd attendances of around 30,000, surpassing the France 2019 average of 20,000.
But let's be clear, this success wasn't merely luck, good timing or just because the Matildas happened to be playing well. My conversation with Kim Anderson, the Head of Marketing for the FIFA WWC23, reveals a different story, a story of thoughtful planning, the application of marketing fundamentals and captivating storytelling.
In this episode, Kim and I delve into the intricate marketing strategies that fueled this monumental success. We explore how they secured the bid, unravel the significance of the tournament's brand platform "Beyond Greatness," and discuss why WWC23 stands as a watershed moment in the discourse around women's sports, earning its title as a "tournament of firsts."
Enjoy the show.
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My guest today is Jenni Dill, the Chief Marketing Officer at one of Australia's most iconic brands—Arnott's. For Aussies, Arnott’s broad portfolio of brands, from Tim Tams to Shapes and Jatz Crackers are just a part of everyday life.
But how do you keep a brand with 157 years of legacy fresh and continue to innovate?
Despite the amazing list of well-known brands, growth and innovation had slowed at Arnott's, something Jenni was determined to change when she took on the role. In her own words, she wanted to put the F back into FMCG.
Jenni and I had a great discussion around how to innovate in a brand with such a strong legacy, why the “fruit is in the roots” and looking to the past can so often provide the keys to success in the future and talked about why marketers tend to tire of their work far before consumers do.
If you’re in consumer or brand marketing, this is a must listen. I hope you enjoy the show.
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When the pandemic hit in early 2020, there was probably no worse business to be in than travel. But that is exactly where today's guest found himself during that very bizarre spring of 2020.
Leigh Barnes is the Chief Customer Officer at Intrepid Travel, a global travel and tours company, born in Australia, that has over the last 30 years, built a very significant business, one that is fast approaching a billion dollars in annual revenue.
Staring into the abyss that was, not actually knowing when travel would return, Leigh and his team took the Covid-era mantra of “never waste a good crisis” to heart, and drastically shifted their marketing strategy and budget away from performance marketing and into PR, storytelling and top of funnel brand building. The basic idea? Build a brand that travellers would want to engage and connect with, even if they couldn't travel.
A couple of years on, and the results are pretty astonishing. Branded searches and traffic are up 40% and direct bookings, as opposed to bookings via third party travel agents, have risen from 20% to 60% which means Intrepid is a far more profitable business today, than it was pre-pandemic when it was, in Leigh's own words, addicted to the short-term hamster wheel of PPC and paid marketing.
Leigh is a brilliant storyteller and this episode is packed with tons of valuable nuggets and insights that will help any consumer marketer understand how to balance long term brand building with short term promotions and activations.
I hope you enjoy the show.
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Contagious recently surveyed 100 advertising executives about the media channels with the most creative potential, and TikTok got the highest combined score in terms of potential and prioritisation, with 40.4% of respondents voting it the platform with the most creative potential, and 50.5% voting it as the one to focus on in 2023.
Today's guest is Sam Gillies, the Chief Content Officer at Nonsensical, an agency dedicated to growing brands on TikTok. To date, they've helped their clients reach over 600m organic views on the app.
Sam walked me through what he calls the 10 Commandant's of TikTok for Brands—the 10 Do's and the 10 Don'ts for brands wanting to go viral.
Sam walked me through how the platforms most successful brands like Ryanair, Gymshark and Duolingo, use the platform to consistently win attention and cut through, and why so many brands fail to hit the mark.
This is a one hour deep dive into branded TikTok, so if you're in marketing, social media or advertising—this episode is a must listen.
Enjoy the show!
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Why is it that TV ads are so predictable these days? Pretty much every car ad still features a car speeding along a long and winding road. If you see an ad featuring white fluffy animals, you can be sure it's an ad for toilet paper.
This week, we're diving into the world of advertising cliches and category conventions. I had the pleasure of speaking with Samira Brophy, a Senior Director of Creative Excellence at Ipsos, a global research firm dedicated to understanding how advertisers can be more effective.
Samira and her team have explored the 'cultivation of conformity' in advertising, where campaigns often gravitate toward the 'safe' and 'familiar.' But they've also uncovered something quite remarkable: the power of empathy and creativity to transform these cliches into something 'familiar yet refreshingly original.'
Samira says great advertising is just like great stand up comedy. The funniest jokes are often those where we sit back and think, “That’s so true, but I’ve never thought about it that way before”. Familiar, but fresh.
In our discussion, we delve into why advertisers continue to lean on these cliches, and more importantly, how breaking free from category conventions can infuse campaigns with a sense of creativity and empathy, resulting in advertising that truly resonates and delivers significant commercial uplift.
I hope you enjoy the show!
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This week we’re talking to Richard Copping, a Creative Director based out of London with 20 years of experience, working at some of the most prestigious agencies in advertising, including Weber Shandwick, Ogilvy and Saatchi & Saatchi, for brands like Unilever, Toyota, Ford and Greenpeace.
Richard recently won a stack of awards for his team's work with Unilever, and their “Unmute” campaign, which launched during the lockdowns and focused on lifting the stigma surrounding domestic violence.
You might say we live in a precarious time for brands—two thirds of consumers say they want brands to take an active stance on social issues, whilst the backlash against brands who do so seems to be getting louder, as our world becomes increasingly polarised.
Given his experience working with large consumer brands, Rich was the perfect guest to have on to explore this tension.
Rich and I had a fascinating discussion around how brands should approach social change campaigns, how to deal with the inevitable backlash and what it means for a brand to be “authentic” in 2023.
Links
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Today’s guest is Andy Nairn, one of the most respected (and awarded) brand strategists in the world. Andy has been named the Top Brand Strategist in the UK by Campaign magazine 3 years in a row, and won 24 IPA Effectiveness awards. His list of achievements quite literally goes on and on. Andy co-founded the agency Lucky Generals, whose clients include Amazon, Virgin Atlantic and Yorkshire Tea.
Andy and I had a fascinating discussion around how to uncover creative insights, the role of brand purpose in advertising, whether or not they’d work with a fossil fuels company and why he thinks advertising needs to get rid themselves of the idea that it's “vulgar to sell”.
Andy is simply one of the most engaging and clever people I’ve spoken to, so this is a must listen for anyone in marketing, advertising or the creative industry. I hope you enjoy the show.
Links
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Today’s guest is Oli Shawyer, the Head of Marketing and Content at Rugby Australia, the codes governing body down under.
It’s an interesting time for global sport. Live sport is almost single-handedly keeping linear TV alive, and at the same time, sports codes and leagues all over the world are scrambling to make sure they can continue to be relevant for every new generation.
Oli and I had a fascinating discussion about why most sports teams don’t do the fundamentals of marketing well, we pondered what global sport would look like if it was run by marketers from Unilever and we talked about what the lasting impact of new sports media like Drive To Survive and The Last Dance will be on global sport.
If you’re a sports fan, this is an episode you just cannot miss. I hope you enjoy the show. #ownthemoment #ownthemomentpod
Links
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Today’s guest is Melissa Hopkins, the Chief Marketing and Audience Officer at Seven West Media. Recently ranked #4 on the CMO50 list, which recognises Australia’s most innovative and effective marketing leaders, Melissa is undoubtedly one of Australia’s top marketing execs. Prior to joining Seven, Mel was the CMO at Optus and prior to that held a Global Head of Brand and Communications role at Vodafone in the UK.
For those listening outside Australia, Seven West Media is Australia’s largest diversified media business, with an extensive network of brands and products across TV, streaming, newspapers and online publishing. The Seven Network, the flagship TV brand, reaches an astonishing 17 million Australians a month, which for context is as many Australians as YouTube reaches.
Despite all of this, Mel told me that she was initially cautious about joining Seven, but as she learned more about the opportunity to redefine a category that many saw as having its best days behind it, she couldn’t resist the challenge.
Mel and I had a great discussion about why TV is not dying, why mass cultural events are so critical for advertisers, how they will take up the fight to global entertainment leaders like Netflix and how CMOs can “win back” their seat at the boardroom table.
I hope you enjoy the show.
Links
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Today’s guest is Simon McCrudden, a Partner at Akcelo, an agency that builds for what they call, “the experience era”, and boasting a client list including McDonalds, TikTok and Netflix. Named by the Australian Financial Review as one of the 100 fastest growing companies in the country, Simon and their team have their finger on the pulse of pop culture and how brands can leverage it to earn attention.
Simon and his team’s entire thesis is that building compelling experiences at every touchpoint along a customer journey is now table-stakes for earning and winning customer attention and love.
Now if that sounded like a bunch of corporate-marketing-babble, keep listening because during this episode we discuss how Virgin turned the absolute worst part of flying into a memorable experience and what Fred Again’s Boiler Room Set means for brands.
We had a fascinating discussion about the attention economy, why it's getting harder for brands to cut through the noise and why Simon believes brands should spend more time trying to find their unique voice, not finding great advertising.
I hope you enjoy this conversation.
Links
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Today’s guest is John Lyons, a Business Director at Gasp!, one of the most interesting agencies going around.
John has spent a career in brand loyalty and consumer promotions and has designed programs for the likes of Lego, Hasbro and Manchester United.
We explored why most brand loyalty is nothing more than inertia (and laziness) the two biggest mistakes brands make when designing loyalty programs and what it would take for John to abandon his favourite toilet paper brand…. A sentence I never thought I’d utter on this podcast…
John was a great guest, with a ton of engaging war stories and learnings from his long career in marketing—I hope you enjoy this discussion!
Links
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Today’s guests are Anson Parker and Sebastian Neylan. Anson is the Chief Product Officer and Sebastian Neylan is a Senior Growth Marketer at Up, an innovative Australian neo-bank which has quickly amassed over 600,000 customers and a legion of raving fans.
Let’s face it—no one likes their bank, it’s just, you kind of have to have one. And, despite what their fancy TV commercials will try and make you believe, no one really feels like their bank… cares about them.
But something about Up feels different. It’s a brand that feels fresh, vibrant and authentic, to use a cliched brand term.
From a marketing perspective, they’re ticking a lot of boxes—differentiated branding, strong and bold copy and a uniquely Australian tone that seems to resonate with its customers.
I think my biggest takeaway from this discussion is that Up do something that almost every brand says they do, but ultimately very few actually follow through on—and that is to put the customer first.
Anson and Seb shared countless examples of this in the episode, from how to deal with customers who’ve closed joint-bank accounts which may coincide with a breakup or divorce to how they help make their users morning coffee runs more delightful.
We had a fascinating discussion about being creative in a heavily regulated industry, and what it means to build a truly “customer-centric” banking experience. I hope you enjoy the discussion.
Links
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Today’s guest is Deann Campbell, a retail and customer experience consultant with years of experience building strategy and programs for the likes of Walmart, Costco and Target.
It’s a fascinating time for brick and mortar retail. During the pandemic, e-commerce numbers as a percentage of total retail soared, for obvious reasons, but now a few years on, we’ve seen e-commerce’s share of the pie revert to pre-covid levels. In other words, physical retail isn’t going anywhere, and is as important as it's ever been.
But how should brick and mortar retailers think about competing with e-commerce? How can brands deliver compelling, engaging and immersive experiences in 2023? And what role could technology like sensors and VR play in shaping the in-store experience of the future?
DeAnn and I had a great conversation about these questions, I hope you enjoy it.
Chapters
02:33 - State of Retail Post Covid
08:20 - Personalisation in Retail
11:22 - Capturing Attention in Retail
17:25 - What does physical retail look like in 30 years?
23:05 - Differentiated Retail Experiences?
27:46 - Loyalty and Retail
35:10 - Quick fire round
Links
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This week’s guest is Orlando Wood, the Chief Innovation Officer at System1 and author of two must-read books for marketers—Lemon and Look out.
If you’ve ever wondered why TV ads don’t feel as memorable, or fun, today as they did in the 90s, well Orlando can tell you why. Orlando’s two books Lemon and Look out, employ a unique mix of neuroscience, cultural history and advertising research, and explore how an increase in “left-brain thinking” has spread like wildfire across marketing and business and and argues, in a very compelling way, that this is to blame for the huge decline in advertising effectiveness over the past 15 years.
Orlando and I had a great discussion about “the crisis of creativity”, why truly great advertising today is so rare and most importantly, what marketers, creative and advertisers can do to reverse the trend and build effective and engaging campaigns.
I really enjoyed this conversation with Orlando, and I hope you do too.
Links
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