Let's Talk Marketing

From selling his girlfriend’s jewellery on an online marketplace, to Chief Marketing Officer at Booktopia, Steffen Daleng has had experience in multiple roles and countries. With an original budget of $10 a day, tune in to hear Steffen share the Booktopia story, along with his personal career insights and the importance of putting the customer first.In this episode, we discuss:- The differences in marketing approaches between countries- How COVID-19 impacted the online book sector- The evolution of Steffen’s own marketing mix strategy- The mix of Acquisition vs. Retention- Setting the right expectations and delivering on them- Personalization in an extensively changing legislative landscape, and an increasing consumer awareness of how their data is being managed- Customer service channels at Booktopia- The size and structure of Booktopia’s marketing teamThree Quick Questions:- A business book you recommend? – The Personal MBA by Josh Kaufman- Person to follow on social media or digital media? – Mark Ritson and Professor Galloway- One on one dinner with a living person? – My mum, I haven’t seen her for a while!To find out more, follow Steffen on LinkedIn or check out Booktopia.com.au

Dan is a seasoned veteran of growth marketing and analytics space. He is also the CEO and Founder of McGaw.io, a marketing technology and marketing analytics agency. He previously served as the Head of Marketing at Kissmetrics and spent time as a mentor at 500 Startups.Dan is here to give insights into understanding Martech environment, building Martech stack and Customer Data Platforms (CDP). Tune in to learn the benefits of short-term investment in building the right infrastructure of data governance to pick up speed and join the ‘hipster stuff’ of Artificial Intelligence (AI) in couple of years. In addition to the many tools Dan recommends for integrating automation into your business processes.Specifically, in this episode we discuss:· What are the growth areas in the Martech space from the data governance tools to machine learning and AI· How organisations should consider change management in their business processes· Why it is important to organisations to have a vision and a plan on their landing point to decide what fit for purpose infrastructure and system they need to invest in· The importance of the agility in picking up project management trends· Different examples on types of CDPsTo lighten things up at the end, don’t miss Dan’s answers for the usual three quick questions:- A business book you recommend? – The Hard Thing about Hard Things by Ben Horowitz- Person to follow on social media or digital media? – His Linkedin, Scott Brinker, and The Marketoonist- One on One dinner with a living person? – Melania Trump

Growing up and studying in Brisbane, Pip Arthur graduated with a Bachelor of Business, majoring in Communications. Pip started her working career life on the Public Relations side, before being asked to lead both Marketing and Communications functions as the CMO and Communications Director at Microsoft Australia. Pip shares her insight on how she transitioned her career, using her 20+ years of storytelling craft to add to the broader transformation of Microsoft and work towards the new mission: “Empower every person and organisation on the planer to achieve more”.In this episode, we discuss:Transitioning into broader based marketing, coming from a communications/PR start point, and the importance of that junctionOverview of the Microsoft Business today, both globally and within AustraliaThe Microsoft Transformation: what’s happened and Pip’s personal experience through thatThe Microsoft Brand and the intersection of purpose, mission, culture and brandThe nexus between marketing in Microsoft AU and the global approach, and how Pip structures Microsoft AU’s marketing teamThe impact of the COVID 19 on marketing within Microsoft AUThree Quick Questions:A business book you recommend? – Mindset – Carol DweckPerson to follow on social media or digital media? – Reid Hoffman’s Masters of Scale PodcastOne on one dinner with a living person? – My mum – The borders have been closed for so long that it is has been that long since I’ve seen her!To find out more visit https://www.microsoft.com/en-au/ or follow Microsoft Australia on social media:Facebook: MicrosoftInstagram: @MicrosoftAUTwitter: @MicrosoftAU

This episode today is for agency owners and agency personnel.Peter Levitan is the founder of Peter Levitan & Co and author of “The Levitan Pitch Buy This Book Win More Pitches”. He is a seasoned advertising agency business development consultant with 30 years of agency experience including building his own agency and managing business development at Saatchi & Saatchi Advertising Worldwide. He shares his insight from each stage of his career and how to build value to drive leads faster and stand out in today’s agency landscape.In this episode, we discuss: The back story behind his career and how he came to build his own agencyCOVID and its role in accelerating trends such as digital transformation and remote workingThe process of reinventing yourself across varied career rolesHow agencies should assess opportunities as they ariseThe art of communication and presentation to perfect a successful pitch to clientsGuidance for those who wish to exit the agency space and the importance of building agency value for saleThree Quick Questions: A business book you recommend? – Chasing the light – Oliver StonePerson to follow on social media or digital media? – Neil Pate (He has a daily podcast ‘Marketing School’)One on one dinner with a living person? – Jennifer Lawrence – she makes engaging tik toks, she’s an actress and I think she’d make an absolutely delightful dinner companion!To find out more visit https://peterlevitan.com/

Pamela Bishop is the CMO of Blooms the Chemist. Whilst she is from Ireland, she has spent the last 14+ years in Australia. Her career began in retail working for a pharmacy which then led to store manager followed by Pamela entering the corporate side of pharmaceuticals. She spent 10 years in merchandising and supply chain for Bloom’s, followed by 4 years leading the merchandising and marketing team. More recently, this year she was promoted to CMO, leading marketing and communications with a huge focus on corporate social responsibility. Pamela has had a long and continuing stint at Blooms the Chemist having been there for the last 14 years.The key for Pamela is putting customers at the forefront of all that Blooms the Chemist does.In this episode, we discuss: - The retail landscape and an omnichannel approach- Shift in the landscape- migrating to online business.- Disruption and tech as an enabler of rapid change in retail.- Retailers responsibility amidst rapid change.- Retailers and exec need to keep their fingers on the pulse of changes, so they are not left behind.- Most vulnerable categories: All. Department stores have been battling disruption for a long time now, they were once empires and now they are struggling. Consumer habits have changed, there is more online shopping.- Overview Pharmacy industry and Blooms the Chemist- Physical availability for the pharmacy industry. Convenience as a major determinant.- Relationship between customer and pharmacists as key.- Major category and segments within the pharmacy industry- E-health and digital transformation post COVID.- Blooms Brand strategy with a focus on people.- Support for community during COVID.- Moving from print media to digital media in order to reach customers in a way that meets their needs- Positional and solutional based marketing- Drivers behind Blooms Loyalty scheme.- Working in the pharmacy industry during COVID.- Adapting and becoming agile in order to serve customers in short notice during COVID- Future of the pharmacy sector and the affects of the vaccine.- Key innovations and changes for 2021Three Quick Questions: - A business Book you recommend – 7 Habits of highly effective people: Stephen Covey- Person to follow on social media or digital media? – Ariana Huffington- One on one dinner with a living person? – My family in Ireland. It’s by dads birthday so would like to have taken him for a birthday dinner.To find out more about Pamela or to contact her, connect with her on LinkedIn:https://www.linkedin.com/in/pamelasiobhainbishop/

If you want to hear tips and advice from an individual with a varied career background in marketing, this episode is for you!Mat Zucker is a recognised creative, an industry leader in advertising and sales and now a partner at a global management consultancy, Prophet. With a wealth of career experiences across different fields, Mat shares his insight and lessons learnt from each stage of his career and the inevitable need to be resilient and adapt to a rapidly accelerated environment.In this episode, we discuss: The back story behind his book and expanding on his reflections and key takeaways of each career roleThe value of insights to share with others and building reciprocated relationshipsLearning how to be invaluable as a ‘number 2’ and how that sets an individual to be a ‘number 1’The essential need for soft skills to navigate across different careersWhen and if it’s necessary to move and transition to a different role based on the type of work and the desire to be challengedHow to distinguish between being passionate and what you’re good atThree Quick Questions: A business book you recommend? – Ogilvy on Advertising – David OgilvyPerson to follow on social media or digital media? – Dave Pell (Find him on twitter at @davepell)One on one dinner with a living person? – Bob Knorpp who runs the TheBeanCast podcastTo follow Mat Zucker on twitter - @matzuckerTo find out more about his book visit http://bronzeseekssilver.com/ and message him for a secret discount code for the book!

Author, speaker and serial entrepreneur Joseph Jaffe is back on the podcast. This time, Joseph is delighted to share his most exciting project to date, CoronaTV – a weekly podcast about hope, positivity and optimism with a touch of marketing.Since Covid changed life as we know it, Joseph has been on a mission to rediscover his own purpose while providing inspiration and motivation to the community wide and far. Together with some of the very best marketers, thought leaders and speakers (including P&G’s Marc Pritchard, NBA legend Jamal Mashburn and rockstar Mark Schulman to name a few), Joseph gives us the authentic, unfiltered stories that truly matters. At a time when brands are struggling to provide genuine connections, Joseph is showing the world what true customer centricity is all about.In this episode we discuss: The end of the corporate era and why size is no longer a growth enablerEmbracing brand mortality and building organisations that lastsMental health, connection and finding your purpose amidst a pandemicFrom ‘me’ capitalism to ‘we’ capitalism - why brands should be serious about social goodBrand activism, picking sides and joining the conversationThree Quick Questions:A business book you recommend? – CoronaTVPerson to follow on social media or digital media? – Peter E Rork, co-founder and president at the animal rescue transport organisation Dog Is My CoPilot and Tom Morris, leading public philosopher and pioneering business thinkerOne on one dinner with a living person? – Donald TrumpWant to get your hands on Joseph’s latest book? Check out Built to SuckTo watch an episode of CoronaTV, visit www.coronatv.show or subscribe to the show at http://bit.ly/coronatvsubscribe

Dan Monheit is the co-founder of Hardhat agency in Melbourne. Having started the agency fresh out of university, Dan has since had 15 years in the industry. Over the years he has seen the agency transform from a digital agency to a creative agency. At the centre of this transformation has been technological advancement coupled with the understanding of customer behaviours. Over the last 9 months Dan has seen the future of work evolve.Dan has his own podcast called Bad decisions which breaks down heuristic’s week by week.At the heart of Dan’s work is behavioural economics and heuristics. With goal to understand how people make decisions.In this episode, we discuss: - An overview of behavioural economics and heuristics- The availability bias. The more easily you can record an example something the more likely it is to happen.- Heuristics – we are not the rational decisions makers that we believe we are. Heuristics are hacks that help us get through our day.- 1950s behavioural economics- we don’t make rational decisions all the time. Based on emotion, context and biases in which we make the decisions.- How the brain works to make decisions from an evolutionary perspective.- Social proof- built around the idea that we are social creatures by design. At a visceral level our brain is created to imitate others. Being with the group is often more important that being correct. Show the heard- find the way to show people that others have already picked you.- The licensing effect- ‘treat yourself.’ Inherit desire to balance our virtuous and indulgent self. Doing one thing that offsets another because we think we deserve it.- The effort bias- around our difficulty in trying to understand the value of something. High degree of effort = high value. Work out how you can celebrate all the hard work going in. Examples given from Wine/whiskey industry.- Our desire to take the safest option most of the time.- Counter trends to effort bias.Three Quick Questions: - A business Book you recommend – Predictably Irrational: Dan Ariely- Person to follow on social media or digital media? – Benedict Evans- fortnightly newsletter and podcast.- One on one dinner with a living person? – the right thing to say is my kids, but I would also like to invite Rory Sutherland around.To find out more about Dan or to contact him, connect with him on LinkedIn:Hardhat.com.auBad decisions Podcastlinkedin.com/in/danielmonheit

Cassie Roma founded CR&Co in March 2020, bringing people in project by project to create authentic stories. She has been the chief storyteller for brands big & small, global & local, for over a decade now. Cassie has lived in Auckland for over 20 years and started her career in local council which taught her how to tie in marketing and advertising into the broader business structure. Following this, she has had a range of experience across the tourism, power, media and retail industries and more recently, starting her own business CR&Co.Topics discussedRole at Air NZ (Social Digital Role): Logo was a call to adventure and a tug to come back. Worked with the Global Brand team at a time where social media was fun and outgoing. Worked with technology which put humans and customer care team at the heart to banter but also show empathy with customers and continuity of care. Real culture of innovation, doing things quick, tested Snapchat, potential partnership with VICE Media etc.Quick wins in social media: Utility and connection value with short-term engagement vs. quick wins. Retweet, like, share content with customers, are powerful tools to increase community engagement and customer satisfaction. E.g. Wild Thing does this.Role at NZME Key Takeaways (Content Role): Traditional media was a new experience – first 6 months was spent learning to navigate different power dynamics, personalities, traditional media channels, balancing between true, honest journalism and paid advertising for it. Step out of marketing landscape and dive into the passion of storytelling. Focus on bringing a story to life within the confines of news/radio it was to make sure that people knew they were fact checked, resonate and add value. Navigating the changes in the digital/marketing ecosystem was a daily conversation – e.g. how do you price up a sponsored post for a business partner for a product they want to sell and publish?Role at The Warehouse Group (Head of Content Marketing): Warehouse Group started to acquire very NZ/Kiwi brand. Sat within the internal creative agency. Ethics in marketing was challenged amidst marketing techniques exponential popularity.CRM&Co: Set up in March 2020, was scheduled to do events in Abu Dhabi, London, Mexico, Australia. Aim to build sustainable ongoing connections and growth.3 Quick QuestionsA business book you recommend: How to write one song by Jeff TweedyOne person to follow on social/digital to add value to the audience: Tom GoodwinOne to one dinner with any human being on the planet: Elton John

Bronte Neyland is the Vice President at Future Students and Marketing at Victoria University (VU). With nearly 20 years’ experience in the higher education sector, Bronte has been instrumental in driving strong international growth, focusing on innovative strategies to improve student load, revenue growth and VU’s international reputation.The international student sector has been described as one of Australia’s largest exports, valued at nearly $40 billion. Building on her own experience as a former expat in Japan, Bronte emphasizes the importance of empathy when it comes to successful marketing and the power of real-time data to transform student experiences.In this episode, we discuss:Campaign focus vs brand building: the best strategies to attract new studentsSocial listening and the art of collecting actionable insightsHow Covid-19 is changing higher education for the betterVictoria University’s block model and the future of educationThree Quick Questions:A business book you recommend? - Drive: The Surprising Truth About What Motivates Us, by Daniel PinkPerson to follow on social media or digital media? - Andrew Norton @ https://andrewnorton.net.au/One on one dinner with a living person? - David AttenboroughWant to learn more about Bronte Neyland? Visit https://www.linkedin.com/in/bronte-neyland-1513b9b/To learn more about Victoria University, visit https://www.vu.edu.au/

Ben Lilley is the Creative Chairman at McCann. Ben started out as a creative with some of Australia’s leading agencies, including George Patterson Y&R, McCann and DDB, before launching SMART in 2000. SMART was recognised in numerous local and global creative, effectiveness and agency of the year awards, as well as the BRW Fast100 and B&T Employer of the Year awards.Ben became Chairman and CEO of McCann Australia after they bought SMART in 2011. Over the following 7 years, McCann Australia achieved record growth and results and was named Agency of the Year at D&AD, London International, Spikes Asia, Campaign Asia, Campaign Brief, Mumbrella and AWARD. In 2013, McCann Australia made history as the world's most awarded agency for campaigns including the globally acclaimed "Dumb Ways to Die".In this episode, we discuss:The office of the future as a creative meeting and collaboration spaceThe genuinely integrated agency of the future with overarching holding company and underlying technology platformThe importance of creativity in achieving commercial successThe globally acclaimed “Dumb Ways to Die” rail safety campaign for Melbourne MetroThree Quick Questions:A business book you recommend? – Losing My Virginity by Richard BransonPerson to follow on social media or digital media? – take a break and enjoy time with familyOne on one dinner with a living person? – Arnold SchwarzeneggerTo see more award-winning work from McCann over the last decade, visit https://mccann.com.au/.To find out more about the integrated HERO agency model, visit https://thehero.co/.

Will Leach is the Founder and CEO of the Mindstate Group and TriggerPoint. Will is also the author of the bestselling book “Marketing to MindStates: a Practical Field Guide to Applying Behavioural Design to Research and Marketing” and a 2-time winner of the EXPLOR Award for behavioural science research innovation.Will has over 25 years of behavioural insights experience and is a behavioural design instructor at the Cox School of Business BLC at Southern Methodist University and Texas A&M’s Human Behavior Lab. He is an expert in using behavioural psychology to optimize marketing and is a frequent contributor to Forbes writing about behavioural economics and behavioural marketing.In this episode, we discuss:Understanding human behaviour in a VUCA world (volatile, uncertain, complex, ambiguous)Changing state of mind to change minds with the MindState Behavioural ModelThe importance of higher order goals and 9 types of motivation in driving behaviourHow to overcome the attention filter, or the decision not to decide, by lowering frictionThree Quick Questions:A business book you recommend?- Intuitive Marketing: What Marketers Can Learn from Brain Science by Stephen GencoPerson to follow on social media or digital media? – Jason Vana on LinkedInOne on one dinner with a living person? – Bill Murray, ActorTo follow Will on Twitter - @trigger_pointerTo follow Will’s writing online or find out more about the book, visit https://www.mindstategroup.com

Have you ever browsed online for a pair of those black shoes, and whether you’ve purchased them or not, continue to be served ads for those black same black shoes wherever you browse online? This episode is for you.Donny Dvorin is an industry leader in advertising technology sales and a marketing consultant with over 18 years of experience in media and advertising. Donny is the General Manager of Never Stop Marketing, where he leads the Research & Insights unit and the Head of Sales at Brave Software, a privacy focused web browser that results in a faster, safer online experience which puts the privacy back in the hands of the user.In this episode, we discuss: The power of blockchain in marketing, the exchange of payment for your attentionStripping back the cost advertising technology away from the ‘middle-man’The potential impacts of data privacy legislation on advertising technology and why the consequences are globalGiving back the power of targeted advertising to the user, allowing them to opt-in and be rewarded for their attentionHow harnessing the power of privacy can result in a better customer for your business Three Quick Questions: A business Book you recommend? – Bitcoin Billionaires by Ben MezrichPerson to follow on social media or digital media? – Jeremy Epstein (you can sign up to his daily blog at: https://www.neverstopmarketing.com/our-team/#leaders )One on one dinner with a living person? – Elon MuskTo follow Donny on twitter - @DonnyDvorinTo find out more about Brave Software’s fast, privacy-oriented browser or to contact Donny, visit his LinkedIn profile - https://www.linkedin.com/in/donnydvorin

Greg is the founder of independent company The Nest Consultancy specialising in Pitch Doctor projects, PR/Marketing plus Training & Development.Greg started his advertising career in despatch at McCanns in 1973. In Greg’s 40+ years in advertising, he has worked for a number of high profile creative agencies; DDB, Burnett’s & JWT.In this episode we discuss:Significant changes in the agency landscape has faced over the last 40+ years.How the introduction of automation and the increasing influence of technology has impacted the sector, and yet the level of creativity and focus retainsHow did the industry adapt / pivot to incorporate the digital transformation?The importance of team dynamics and operational relationships in a rapidly changing environment. Including retention of talent, cooperation with other holdings and getting the right working relationships.How do the brands of tomorrow build resilience in the new ecosystem?Current engagement with the Australian Association of National Advertisers (AANA) helping organisations reset their thinking to drive innovation and insights into their planning for future.How to navigate the new advertising ecosystem.How the pitch process has changed due to online platforms and to use it to your advantageThree quick questions:1) A business book you recommend:‘No Rules Rules: Netflix and the Culture of Reinvention’ by Reed Hastings and Erin Meyer2) One person to follow on social or digital media who would add value to the audienceTom Goodwin3) If you could have dinner with anyone living, who would it be?Mark Pritchard – CMO of PNGYou can follow Greg on Linked In.

Mark Cichon is a well-known business and marketing strategist. Being in the industry for over 15 years he is well versed in industry knowledge having worked with big brands such as DDB and Mars / Wrigley. He has also worked alongside direct marketing promotional agencies and has played the role of Strategic planner for creative agencies. In the last few years Mark has moved on to consulting in order to bridge the gap between marketers and agencies, encouraging better collaboration between them.Mark takes inspiration from Byron Sharp who was his lecturer during his tertiary studies, and the Ehrenberg Bass Institute. However, he now also presents his own take in bite sized chapters on evidence-based marketing, which he shares through his LinkedIn.In this episode, we discuss: Evidence based marketing based on Bryon Sharp’s book “How Brands Grow.”Differences between evidence-based marketing science and traditional observation in academia.Challenging traditional approaches such a Kotler’s principles which are contrary to evidence-based marketing. With main difference being the Bass’ ability to test his assumptions.Evidence based marketing as a tool to articulate marketing impact on consumer buying behaviour.Central theme: Focus on the light buyer category and apply three pillars (mental, physical availability and portfolio).Debate regarding Differentiation versus distinctiveness. Distinctiveness as branding queues and differentiation added attributes to the brand.Evidence based marketing as daily practice.COVID and short termism.Benefits of evidence-based marketing in a recession.Three Quick Questions: A business Book you recommend – “First, break all the rules” by Marcus BuckinghamPerson to follow on social media or digital media? – Sorin Patilinet (Global Insights Director at Mars, on LinkedIn). Folks from Ehrenberg Bass: Byron Sharp, Jenny Romaniuk, Rachel Kennedy, John Daws, William Caruso.One on one dinner with a living person? – Mick JaggerTo find out more about Mark or to contact him, connect with him on LinkedIn: linkedin.com/in/mark-cichon-2505b24

Author of ‘Hooked’ and ‘Indistractable’, speaker, teacher, and behavioural design consultant. As a behavioural designer, Nir has always been interested in the intersection between of psychology, technology and business. Nir taught at Stanford Graduate School of Business and later at Hasso Plattner Institute of Design at Stanford, and during his time in these institutes he came to understand the psychology behind how to make the kind of products and services that build healthy habits in people’s lives. This formed the basis of his first book “Hooked: How to build habit forming products” which is an insider’s perspective into how the world’s biggest social media companies, the world’s largest tech companies, get us hooked on their products. The book aims to help marketers, entrepreneurs, designers, investors, into building the habit-forming products and services that can improve people’s lives. Nir has in most of his career worked in the video-gaming and advertising industries and has learned and applied the techniques used to motivate and manipulate users. As an active angel investor, he continues to invest in habit-forming products, with his past investments including Kahoot!, Anchor.fm (acquired by Spotify) and Marco Polo, to name a few.In this episode, we discuss: Operating in the intersection of technology, business and psychology and how that forms the heart of habit-forming productsHis book ‘Indistractable: How to control your attention and choose your life’, his own struggle with attention and why the ability of controlling your attention is the skill of the centuryRoot-cause of distraction – external triggers such as technology versus internal triggersUnpacking distraction - how traction (and not focus) is the opposite of distraction, and how to lean in towards traction and living with intentThe importance of intentional planning and allocating time based on values and prioritiesHow to avoid falling in the rabbit hole of information and research related distraction with a simple 4-step strategy: Mastering internal triggers, making time for traction, hack back external triggers, and finally preventing distraction with pactsOther hacks in the book such as building Indistractable workplaces, having Indistractable relationships, and beyondThree Quick QuestionsWhat business book do you recommend? ‘Dream Teams: Working Together Without Falling Apart’ by Shane SnowWho is one person to follow on social media? Writer, teacher and podcaster - David Perell, on Twitter (@david_perell)If you could have dinner with anyone, who would it be? Paul Graham – found of YCombinator, who inspired Nir to writeTo learn more about Nir Eyal, his books and to gain access to an 80-page complimentary workbook for his book Indistractable, visit www.nirandfar.com.

Matt Williams is the Managing Director of Marketing & Revenue at Optus. Matt arrived in Australia and joined Optus just over a year ago. Prior to this, he developed rich global experience and cross industry knowledge in New Zealand and Europe. During his time in Europe, he worked in banking and consulting sectors. Majority of his career was spent at Vodafone, where Matt lead the group in a several roles across marketing in both local and African/Asian markets.In this episode we discuss:The digital disruption of the telecommunications sector transitioning to the next era of industry, with seamless and dynamic experiences for customers enabled by 5G networks.How marketing at Optus challenges the status quo in the telco market through powerful branding and establishing an end to end customer experience.Key challenges in determining the optimal mix of long-term brand building and short-term activation and direct response.How Optus built a sustainable differentiation and reshaped value proposition to ensure customer acquisition and retention.How digital consumers are redefining the current telco landscape with trends in flexible working, shift to e-commerce and the rising consumption of video media.Three Quick Questions: What business book do you recommend? ‘Everybody Lies’ by Steph Stephens- DavidowitzWho is one person to follow on social media? Scott Gallaway – Professor of Marketing at NY University Business SchoolIf you could have dinner with anyone, who would it be? Matt’s wifeTo learn more about Optus and its offerings, visit https://www.optus.com.au/You can follow Matt Williams on LinkedIn

Tom Roach is a well-recognised marketing strategist who has been in the advertising industry for just over 20 years. Tom has worked with many infamous and successful brands, but perhaps his most proud campaign was Sainsbury’s “Try something new today” that delivered 1.9 billion pounds of sales. Tom has established himself as a champion for the commercial power of creativity through his work in London at AMVBBDO, Leo Burnett, BBH and recently adam&eveDDB.Tom also writes his own blog discussing well known marketing ideas with a modern twist.In this episode, we discuss: Marketing effectiveness; how do you define it and how does it link to creativity'The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies’ – by Les Binet and Peter FieldThe correspondence between the level of creativity deployed and advertising effectiveness as well as the commercial impact of emotional creativityHow long-term brand building and short-term sales activation are not mutually exclusive and how the 60/40 rule should be adapted to each bespoke brandTom’s most recent blog post - ‘The wrong and short of it’, and how it champions for a radical middle path that looks at finding a balance between brand and performance marketersThe culture of binary opposition in marketing and how to find unity and a common enemyThe prevalence of short-termism in today's world and the impact of social platforms.Three Quick Questions: A business Book you recommend? ‘Good Strategy Bad Strategy’ by Richard RumeltPerson to follow on social media or digital media? Tom Goodwin @tomfgoodwinOne on one dinner with a living person? Tom’s wife Jane.To follow Tom on twitter - @tomroachTo find out more about Tom’s blog or to contact him, visit https://thetomroach.com/

Joe Pulizzi is the Amazon bestselling author of Killing Marketing, Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine.He has founded three companies, including the Content Marketing Institute (CMI). In 2014, he received the "Lifetime Achievement Award" by the Content Council. His podcast series, This Old Marketing with CMI's Robert Rose, has generated millions of downloads from over 150 countries.In this episode, we discuss:The blurring of brands and media companies in the post-internet eraFinding “riches in niches” by identifying your audience and solving their problemsDifferent ways of monetizing an audience beyond selling more productsWhy email remains at the top of the subscriber connection hierarchyThree Quick Questions:A business book you recommend? Think and Grow Rich by Napoleon Hill (1937) and Principles by Ray Dalio (2017)Person to follow on social media or digital media? Jack Butcher @jackbutcherOne on one dinner with a living person? Billy JoelTo follow Joe on Twitter - @JoePulizziTo find out more about Joe’s current writing online or his books, visit https://www.joepulizzi.com/

Michael Gillespie is the Group Chief Digital and Technology Officer at Domino’s. In this episode, we discuss: The context and overview of Domino’s Pizza Enterprises including the 9 markets over which it has franchise rights, namely: Australia, New Zealand, Japan, France, Belgium, Netherlands, Germany, Luxemburg and Denmark.How Domino’s leveraged digital marketing early to improve the customer experience and gain market share.The nature of Domino’s’ marketing channels and the importance of providing different means by which customers can purchase Domino’s’ offerings.Changing expectations in relation to customers’ digital experience, particularly the gravitation towards digital purchases.The challenges with creating a digital customer experience, including generating awareness of digital platforms and driving traffic towards it.The intersection of ‘front-end’ ordering process and the ‘back-end’ supply chain process.How Domino’s has leveraged data and artificial intelligence to manage the supply chain more efficiently.The importance of maintaining a customer-centric mindset when using customer data.Domino’s’ approach to managing digital change and delivering a seamless solution for its customers.Three Quick Questions1) What business book do you recommend? ‘The Hard Thing About Hard Things’ by Ben Horowitz2) Who is one person to follow on social media? Toto Wolff3) If you could have dinner with anyone, who would it be? Elon MuskTo learn more about Domino’s and its offerings, visit www.dominos.com.auYou can follow Michael Gillespie on LinkedIn.

Eaon Pritchard is widely regarded as an advertising industry authority. Having plied his trade in agencies such as Weapon7 in London and Clemenger BBDO in Melbourne for over 20 years, he writes and appears regularly, addressing the challenges facing the fast-evolving advertising industry.Eaon is also the author two books; ‘Where did it all go wrong?’ released in 2018 and ‘Shot by both sides: What we have is a failure to communicate’, released in January 2020.In this episode, we discuss: The Dunning Kruger effect; the important difference between skill and expertise in advertising, originally developed from a scientific study of American Idol and how the advertising industry faces a similar problemThe ‘healthy scepticism’ that fuels Eaon to keep asking questions of the industry in the face of the evolving digital landscapeWhy direct marketing in the digital era is a missed opportunityChallenging the seemingly declining importance of creativity in advertisingEaon’s own agency, ArtScienceTechnology, and how it has evolved beyond advertising to help solve behavioural and communication problems in business.Three Quick Questions: A business Book you recommend? – The Practice of Adaptive Leadership by Ronald Heirfetz, Marty Linsky and Alexander GrashowPerson to follow on social media or digital media? – Tom Goodwin @tomfgoodwinOne on one dinner with a living person? – Richard Dawkins (but Robert Trivers at the same time would be even better)To follow Eaon on twitter - @EaonPTo find out more about ArtScienceTechnology or to contact Eoan, visit http://artsciencetechnology.com/

Faris Yakob, award winning strategist, creative director, author of Paid Attention and co-founder of Genius Steals joins us for this week’s podcast. We discuss about the fast-changing media & advertising landscape, the value of attention, it’s underlying attention economy and its impact on building brands online.Three questions: A business book you recommend? The Attention Economy and The Range by David EpsteinOne person to follow on social or digital media that you think will add value to the audience? Rachel Mercer Head of Planning at R/GAif you could have a one-to-one dinner with any living human being on the planet who would you choose? Donald Trump or Banksy

Streem delivers comprehensive and real-time Print, Online, TV, Radio and Social media monitoring and analysis to some of Australia’s largest corporate and government organisations. Elgar Welch, CEO joins us today to talk about the Streem Platform, its role in disrupting the media commentary and monitoring market and the shifts in the media sector more broadly.In this episode, we discuss:Increased demand in media commentary and monitoring, particularly during the COVID-19 Pandemic. We discuss how Streem has shifted to meet these rising consumer demands, with a focus on speed, accessibility, accuracy and trust.The benefit of integrating different media channels and types with analytic capabilities to provide a holistic and informed view for the customer, acknowledging that not all content is the same or valued the same but it is important to get it all at the same timeDifferent use cases and how the Streem platform has been used by different players in different industriesBalancing competing priorities of speed and accuracy when disseminating information, especially in a tech-enabled environmentThe seismic changes in the media sector in recent years. From the post internet period, to the massive digital disruption we discuss how the industry has had to adapt, importantly, discuss how we see the sector growing, moving forward into the futureThree quick questionsBusiness book you’d recommend: ‘Hostage at the Table’ by George Kohlrieser. Its about negotiation, something we have to do day to day!One person to follow on social or digital media – Ben Smith, who’s a great media writer with really good content – and a unique view on things.One to one dinner with any living human being on the plant – Our team! We’re in a situation where we haven’t seen people for months and I fear that’s going to go on for months and months more. So to be perfectly honest, it would be great to have dinner or lunch with a whole lot of staff.

Yves Calmette, CMO of WWF Australia and CMO50 Winner joins us this week.With an extensive background in marketing, advertising and communications, Yves shares his experiences working in international advertising agencies, the nuances in marketing between France and Australia and the misconceptions working in the NFP space.In this episode we discuss:· WWF’s purpose, the key initiatives and priorities they are working on in Australia and how that has been accelerated with the bushfires and COVID19· The dynamics of building a global brand yet tapping into local culture, market conditions and current priorities· The need to balance long term brand building with short-term direct response and activation and the myths surrounding the NFP sector· The careful process of digital transformation and change management to adapt to market conditions and the need to cultivate a culture of innovation· WWF’s comprehensive ‘voice of supporter” program, market research initiatives and brand health track research. Yves also explores the role of trust as the most important asset for WWF and how to trigger word of mouth marketing· The importance of the WWF website as the main engagement tool and the considerations taken in order to strengthen relationships with supporters and potential donors3 quick questionsBusiness book you recommend? “Essentialism” by Greg McKeownPerson to follow on social or digital? Tim Duggan – core founder of Junkee Media and is a digital marketing transformation/millennial guru. One on one dinner with a living human? Actually, dinner with three people not one! Justin Trudaeu, Emmanuel Macron and Jacinda Adern. Website: www.WWF.org.au

Robert Rose, author, speaker, founder and chief troublemaker at the Content Advisory - the education and consulting group with the Content Marketing Institute, joins us for this week’s podcast. Using his in-depth knowledge of how to operationalise and make functional content strategies in marketing communications, we discuss the fascinating history and evolution of media and marketing.In this episode, we discuss:· What the future of virtual conferences may look like in a post COVID-19 world including the challenges and opportunities in pushing the medium beyond webinars. Thoughts around how physical conferences in their classic format may have changed forever. And, what we can learn from the fruition of other mediums and movements i.e. television, radio and the internet in elevating experiences.· An exploration into the timeless thinking within the history of marketing. This consists of a detailed discussion around the four seminal textbooks and perspectives that Robert deems foundational in marketing practice and that still remain relevant today. These includes:Phillip Kolter - Marketing Management (1967): The evolution of marketing from selling to creating value and value exchange; and the foundational elements of human behaviour.Peter Drucker - Management (1974): Marketing and innovation as the unique distinguishing functions of the business; and the creation of value by preserving the consumers view of a business in a way that aligns in societies wellbeing.Theodore Levitt - Marketing Imagination (1983): The value of listening to customers to flag unmet needs; and the traceability of modern platitudes to Levitt’s view of positioning marketing strategy around the customer experience.Don Schultz, Integrated Marketing Communications (1993): The integration of the entire communications strategy of an organisation to serve, reach and influence their audiences.· A reflection around the importance of appreciating and celebrating the legacy of marketing history and long-term trends.· A thought around the worth in looking forward and questioning what we are adding to the marketing discipline today and the legacy that we want to leave for future generations.3 Quick Questions:1. A business book you recommended?The end of competitive advantage by Rita Gunther McGrath2. A person to follow on social or digital?Andy Crestodina, CMO and Co-founder of Orbit Media StudiosRoger Martin, Professor Emeritus at the Rotman School of Management at University of Toronto3. One on one dinner with a living human?Barack ObamaFor more of Robert check out: · Twitter: @Robert_Rose· LinkedIn: linkedin.com/in/robrose· Robert’s writing: https://contentadvisory.net/

Jude Leon, Head of integrated marketing communications at The Australian Red Cross Lifeblood shares her insights about improving customer experience at Redcross to bolster donor numbers.Highlights of the episode: 1. Roles: Great mix of industry experience across different sectors such as retail, fast food, finance, utilities etc. Diversity and breadth of experience has been really valued by employers in recent times.2. Marketing mantras: Learn a lot about the complexities and how different places work. Working in different industries you see the best and worst of people.3. NFP: Working somewhere where the purpose is about saving lives has been very empowering4. Lifeblood organisation: At our core, about helping Australians be the best they can be. Major contributor to other health services where donations are purely from blood donors. 1.6m donations each year.5. Culture at Lifeblood: Not like the stereotypical perception – everyone is passionate and committed to the purpose. Incredibly complex and commercial organisation, especially supply chain. Need to maintain active donor panel (approx. 500,000 people) and meet demands for different blood types and locations.6. Brand: Launched new brand in November after 2 years of working towards the brand change. Underpinned by wanting to position themselves for the future and building a greater understanding of purpose beyond blood. Warm, heartfelt, a brand that was modern and innovative.7. Customer Experience: Try to get donors to donate, make the appointment, and show up for the appointment. Almost half of the people cancel or don’t show up. Focus on repeat donors – really focused on nurturing people and giving them the support they need8. Demographic segmentation/different types of messaging: think about what messages resonate with different audiences e.g. a younger audience may feel that blood donation is a way of helping, for older audience may feel less connected to working life, starting to think about their purpose, more time on their hands. In the process of building a behavioural segmentation model.9. Marketing methods: heavy focus in this area to test messaging and see what works. Need around 2000 donors each week. Paid media is a big driver of this. Much better understanding of acquisition models. Traditional media like radio is still very important but a huge shift to digital (almost two-thirds).10. COVID-19 impact (here and now): Hard to predict longer term impacts, donors feelings moving from me to ‘we’ – people are thinking about each other. Focus on essentialism.3 Quick Questions1. A business book you recommend: Disruption by Jean-Marie Dru2. 1 person to follow on social or digital media: Dan Monheit3. 1-1 dinner with any human being on the planet: Ira Glass

Introduction: Monty has over 20 years’ experience in designing, building, transforming and operating digital businesses at some of Australia’s largest organisations and is currently the Chief Digital Officer of TELUS, a large telecommunications company based in Canada. His career spans over 20 years with an intersection of business and technology. He started at NAB in a contact center environment, then co-founded National Australia Bank’s direct bank UBank and worked at Telstra running digital operations for a number of years.In this episode Monty discusses about the following:1. Inclusivity: Able to provide far more personalised and bespoke services to suit the needs of society. Ability to distribute services resulted in a more inclusive environment. Design, how we use data, building diverse teams across the platforms we build to life.2. Intersection of digital transformation and customer centricity: Brands that say they are customer-centric vs. brands that actually do practice customer-centricity. How to return time into the customers day at TELUS?3. How organisations manufacture and deliver their service: need to evolve and truly look at the lens of how we deliver services – doing incremental builds on top of last years plan/innovation/conference is good enough. Should be a combination of ‘big bets’ and basis point improvement.4. TELUS: 1 of 3 big telecommunications in Canada. Is also Canada’s largest healthcare provider, ag-tech business, bringing out 5G. TELUS International arm – deliver business process solutions around the globe.5. Culture shift in the Telecommunications Industry: Culture and values experienced during the courting process, interview and informal meetings. Can get a fair insight into the organisation when you speak to someone who works there.6. Digital CX at TELUS and key areas of focus: How we connect the product and service and sales experience is a key focus. Every interaction should be enriched by the previous one and the future one. Need to remove friction across customer touch points e.g. not having to re-authenticate yourself multiple times because the technology will do that for you.7. Customer Service: Connect customers securely into the outcome they want to achieve. Using social media effectively, proactively address a question/concern/feature. Helps deliver a more human element to an otherwise virtual interaction. Ensuring customers know who they are actually talking to e.g. if it’s a Chatbot, it is a bot but can be transferred to a real person if needed.8. Personalisation/sensitivity to privacy issue: Have very clearly defined regulatory framework. A challenge though is the laws and regulatory framework are some steps behind the innovation of the platform and tools – where values and moral compass come to the forefront.9. Siloed data/one view of the customer: Cloud and connectivity is the solution. Been extremely expensive to store and process data. Taken a long time to gather insights from data too.10. How do you spend time between here and now vs. longer term tech trends like VR etc.: 10/20/70 approach. 10% should be no regrets (weeks, couple of months time frame), 20% more strategic aligned and meaningful. The 70% are larger, chunkier can be a bit more enablement in foundation initiatives, on their own more thankless.3 Quick Questions1. A business book you recommend? Permanent record by Edward Snowden2. 1 person to follow or social media? Elon Musk3. 1-to-1 dinner with any human being on the planet? Kamala Harris

Emily Kucukalic, founder and CEO of Brand New You, Australia’s leading personal branding agency joins us for this week’s podcast. We discuss her personal journey leading to founding her agency, the concept behind personal branding, relevancy of personal brand, digital brand and how lockdown has changed personal branding.In the episode, we discuss:That people work for people, not organisations and people buy from people not companies and how this led Emily to creating her own company.What personal branding is and how personal branding is fundamentally another way of saying reputation. Personal brands as well as corporate brands have a functional and emotional component. What makes a personal brand different? Your brand encompasses how you engage with people, the impression you leave, how people understand you as a voice of authority and your ability to lead.The relevancy of personal brand, how it is not just applicable to specific sectors/industries, it is universal. People want to be heard, influence and negotiate when they need to. Personal brand is a fundamental competitive advantage for everyone of all ages and professions.How being deliberate, distinctive and authentic drive a successful personal brand.The foundations of a digital brand and the influence and impact social media has on your personal brand. Ensuring you have your brand accurately portrayed – LinkedIn is like the reception area for your personal brand.How the pandemic has changed personal branding to be more important than ever. There is a different approach to how you brand your business without the usual first impressions. Corporations are losing the ability to brand themselves, the branding journey of the human to human interaction has been changed by video calls but this doesn’t mean the ability to have a presence has been lost.3 Quick Questions1. Business book you recommend? Thinking, Fast and Slow by Daniel Kahneman2. Person to follow on social or digital? ‘The Baffler’ and ‘The Idler’ publications and newsletters3. One on one dinner with a living human? Xi Jinping - President of China

Sherilyn Shackell, CEO and Founder of the Marketing Academy talks about shifting role of a CMO to that of driving organisational success and change and her purpose of ‘turning the marketing talent of today into the leaders of tomorrow"

Podcasting legend and pioneer, Bob Knorpp in this latest episode of Lets Talk Marketing shares his views on why podcasting continues to be one of the best ways to build an audience with content.

Chris Savage, founder of “The Savage Company” dives deep into the skills that marketers will need to be future-fit

Scott Brinker, Godfather of Martech shares his insights on the changing landscape of the Marketing tech sector as firms continue to embrace digital operations and digital customer experience

Matt Allison, Founder of Ubiquity Lab talks about creating valuable content experiences underpinned by customer insights

Entrepreneur and author, Neal Schaffer deciphers the power of influencers on engagement and brand building

Trevor Young, founder of Digital Citizen and author uncovers the complexities of content and how businesses should approach content marketing

Brent Coker from University of Melbourne dives deeper into the mysteries of the human psyche, what makes consumers tick and how that heavily influences brand and marketing

Jeremy Brook from Deliveroo shares his views about strategy and brand’s purpose to combat the increasing competition whilst adapting to the current crisis

Co-host of "Marketing over coffee" and Partner at Trust Insights, John Wall talks about using predictive algorithms, artificial intelligence and machine learning to give brands valuable, ongoing insights into customers

Kelly Waldher, Executive Vice President of Core XM and Brand Experience at Qualtrics, joins us in this latest episode to discuss how far we’ve come with respect to brand and customer experience and the future trends to expect and stay on top of it

Aarron Spinley, a leading growth futurist discusses what Experience Antropology, Digital Darwinism means for organizations and how we can prepare ourselves to stay relevant in unpredictable times

Craig Badings from SenateSHJ discusses the 2020 Reputation Reality report and the effect crisis’ have on reputation

Dr Ryan Wallman discusses the importance of satire in brand building and how to get it right

Jon Lombardo and Peter Weinberg from LinkedIn's thinktank B2B Institute discuss how a balance between long term branding and short-term activation is critical for B2B businesses

Rishad Tobaccowala, Chief Growth Officer of Publicis Group talks about benefits of finding the proper balance between human intuition, creativity and data driven insights for successful business transformations

Rob Loewenthal, Founder and CEO of Whooshkaa discusses what's driving the increasing popularity of audio storytelling and how podcasts are changing the game for marketers.

Rory Sutherland, Vice-Chair of Ogilvy in the UK , TED Talks star and advertising legend discusses ‘unseen opportunities’ in consumer behavior and its impact on marketing outcomes.

Brent Smart, CMO, IAG shares his insights on the marketing link between brand building and understanding customer emotions.

How do you market from an issues-led perspective rather than a product or a service? CMO of Mercer Natalie Truong discusses marketing trends and campaign strategy.

Andrew Cosgrove, Global Consumer Knowledge Leader, EY chats to Adam Fraser about customer transformation and shares his insights into current and future consumer trends.

Dan Gingiss customer experience speaker, consultant and author shares his insights on the key components underlying the concept of ‘customer experience’ and listening to customers across social channels.

Kicking off the first episode for 2020, podcast host Adam Fraser chats with long-time marketing nerd and LinkedIn Senior Consultant Amber Naslund, who debunks the myths on driving reach and engagement in LinkedIn.