The CMO Show: Recent Episodes
Filtered Media
How do the leaders of APAC brands use purpose-driven storytelling to bring their big ideas to life, achieve communications goals, drive better business outcomes, and live out a purpose beyond profit?
The CMO Show is an award-winning marketing podcast, brought to you by ImpactInstitute.
Each episode features industry insights from a marketing or business leader on strategy, creativity, measurement, evaluation, and more.
ANZ Winner - 2020 CMS Asia Award for 'Best Use of Audio Content' National Winner - 2019 Australian Marketing Institute Award for 'Marketing Excellence in Content Marketing' National Winner - 2019 Mumbrella NeXt Award for 'Content Marketer' (Executive Producer Charlotte Goodwin) National Finalist - 2019 Australian Podcast Awards
Founded in 2015, The CMO Show podcast is hosted by master storyteller, speaker and author, Mark Jones. Mark is the CEO at ImpactInstitute, and has more than 20 years’ experience in professional storytelling as a journalist, editor, publisher and speaker, working with iconic brands including Coca-Cola, Microsoft, Google, Telstra, Adobe and Fairfax.
ImpactInstitute is an impact advisory firm offering offer purpose-driven advisory, storytelling and events services to help commercial and social sector organisations across Australia create measurable impact with stories that matter.
, Director of Brand Innovation and Marketing at Verizon Media ANZ, sits down with Mark Jones to discuss how to build brands that people love, interpreting global messages for a local audience, and how marketers can connect people to their passions with storytelling. Resources You might also like…
, CMO at amaysim, sits down with host Mark Jones to discuss how marketers can drive impact on a global scale by championing diversity and inclusion in their organisations. Resources You might also like…
, Director, Brand, Marketing & Communications at the Benevolent Society, sits down with Mark Jones to discuss building trusted stakeholder relationships, the role of trust and empathy in brand communication, and how marketers can communicate a brand’s purpose through storytelling. Resources You might also like…
, CMO at Sendle, sits down with host Mark Jones to discuss understanding the multifaceted impact of a business, what it takes to build a sustainable brand, and how marketers can amplify their impact through storytelling. Resources You might also like…
, General Manager Marketing and Communications at BPAY, sits down with host Mark Jones to discuss the role of trust and loyalty in brand communications, valuing simplicity, and how marketers can communicate a brand’s honest truth through storytelling. Resources You might also like…
, Brand & Marketing Manager at R U OK?, sits down with host Mark Jones to discuss achieving cut through in a crowded market, purpose-driven storytelling and authenticity in marketing. Resources You might also like…
, Executive General Manager Marketing & CX (CMO) at NAB, sits down with host Mark Jones to discuss simplifying complexity, the relationship between data and brand, and the role of empathy in purpose-driven brand storytelling. Resources You might also like…
Matthew Kwoka, Director of Southern Cross Funeral Directors, sits down with host Mark Jones to discuss marketing in the death industry, and how a brand can use its platform to educate its audience.
, Marketing and Revenue Director at McGrath Foundation, sits down with host Mark Jones to discuss brand responsibility, purpose-driven storytelling and empathy in marketing. Resources You might also like…
On the last episode of The CMO Show for 2020, host Mark Jones explores the topic of making an impact & finding meaning through your work as a brand storyteller.
and at SenateSHJ, sit down with host Mark Jones to discuss the valuable lessons 2020 has taught marketers, and how brands can achieve ‘lived’ organisational purpose. Resources You might also like…
, CMO at Blooms the Chemist, sits down with host Mark Jones to discuss the role of trust and empathy in marketing, and how marketers can tell the story of a brand’s purpose. Resources You might also like…
Vanessa Lyons, marketing consultant and former GM Marketing & Customer Experience at Wilson Parking Australia, sits down with host Mark Jones to discuss brand transformation.
Amy Smith, Global Brand Director at T2, sits down with host Mark Jones to discuss brand experience, sustainability, and using storytelling to communicate brand purpose.
, CEO at the Fundraising Institute of Australia, sits down with host Mark Jones to discuss making the move from CMO to CEO. Resources You might also like…
, Chief Marketing Officer at Lyre’s Spirit Co, sits down with host Mark Jones to discuss moving customers from unbelief to belief through storytelling. Resources You might also like…
, General Manager ANZ, South East Asia & Hong Kong at Snap Inc, sits down with host Mark Jones to discuss marketing to Gen Z, and how brands can leverage this audience’s love of sharing to amplify brand messages. Resources You might also like…
, Marketing Director at SEEK, sits down with host Mark Jones to discuss brand beliefs and influencing customer behaviour through storytelling. Resources You might also like…
, Director of Reputation at Icon Reputation, sits down with host Mark Jones to discuss how marketers can build brand reputation through storytelling. Resources You might also like…
, Marketing and Digital Innovations Director at H&R Block, sits down with host Mark Jones to discuss how marketers can tap into the zeitgeist to tell stories that connect with customers’ hearts and minds. Resources You might also like…
, co-founder of Tint, sits down with host Mark Jones to discuss disrupting the paint industry to provide a ‘joyful’ customer experience (CX) and direct-to-consumer (DTC) sales and marketing strategy. Resources You might also like…
, Professor of Neuromarketing at Hult International Business School San Francisco, author, and CEO and founder of PopNeuro, sits down with host Mark Jones to discuss psychographics in marketing, and how quality data can help to make marketing efforts more human. Resources You might also like…
, Director of Marketing and Commercial at WW, sits down with host Mark Jones to discuss rebranding Weight Watchers, balancing short term needs with long term planning during a crisis, and the commerciality of marketing. Resources You might also like…
, Executive Director at South Australia Tourism Commission, sits down with host Mark Jones to discuss how tourism marketers can continue to connect their audience to the stories of what their destination has to offer during COVID-19. Resources You might also like…
, Head of Impact at OzHarvest, sits down with host Mark Jones to discuss authentic brand storytelling, spreading messages of hope, and driving supporter engagement during COVID-19. Resources You might also like…
, Customer Experience Officer (CXO) at Business Australia, talks to host Mark Jones about the customer experience, the challenges of creating a new brand identity, and how to stay relevant with new storytelling methods. Resources You might also like…
, Managing Director of Suits&Sneakers, talks to host Mark Jones about gender-inclusive storytelling and the impact of unconscious bias in marketing. Resources You might also like…
, Director of Engagement and Support at Australian Red Cross, sits down with host Mark Jones to discuss the power of storytelling in times of crisis, how to lead meaningful conversations to create impact, and how to help and support the most vulnerable in our community. Resources You might also like…
, Senior Executive of Brand and Marketing at Medibank, sits down with host Mark Jones to discuss how to build brand relevance through storytelling. She talks about Medibank’s 'What is better' brand campaign, how to share the personal stories of your members, and deliver value in a market experiencing disruption. Resources You might also like… The CMO Show is an award-winning podcast about brand storytelling, brought to you by Filtered Media. Chapters 0:00 - 2:08 | Introducing Fiona Le Brocq 2:08 - 6:10 | Agency vs brand-side marketing 6:10 - 17:10 | Leadership in marketing 17:10 - 30:14 | The power of unscripted storytelling 30:14 - 37:38 | Understanding your customer's beliefs 37:38 - 39:05 | Closing thoughts from Mark Jones
, Global Marketing Manager at Handpicked Wines, sits down with host Mark Jones to discuss how the brand uses cultural storytelling across global markets. She talks about Handpicked Wines’ , how to cater your product to different regions, and change the customer experience you provide in response to economic changes, such as the impact of the coronavirus. Resources You might also like… The CMO Show is an award-winning podcast about brand storytelling, brought to you by Filtered Media.
Steve Wiideman, Founder and President of Wiideman consulting group and Olga Andrienko, Head of Global Marketing at SEMrush sit down with host Mark Jones to discuss how to improve your SEO and voice search approach.
Andrew Davis, best-selling author and keynote speaker, sits down with host Mark Jones to examine the top marketing budget trends for 2020.
Angie Tutt, Senior Director, Head of Marketing at LEGO Australia, sits down with host Mark Jones to discuss the key to finding creative inspiration.
Alexander Meyer, Chief Marketing Officer at THE ICONIC, talks to host Mark Jones about the transformative role of creativity in establishing a brand identity.
Anne Johnston, Chief Marketing & Fundraising Officer at Children’s Cancer Institute, talks to host Mark Jones on the future of marketing for-purpose brands, and relationships and retention in the not-for-profit sector.
Renee Gangemi, Head of Marketing at TEDxSydney, talks to host Mark Jones about how the idea platform approaches event and content marketing.
Adriane McDermott, Chief Marketing Officer at Seafolly, talks to host Mark Jones about why curating customer experiences is the future of brand marketing.
David Ohana, Chief of Brand Building at UNICEF, talks to host Mark Jones about reaching billions and raising millions through creative marketing for social impact.
Julie and Colin Angus, co-founders of Open Ocean Robotics and National Geographic Adventurers of the Year, talk to host Mark Jones about how to use storytelling in the startup phase of the business lifecycle.
Yves Calmette, CMO at World Wide Fund for Nature Australia (WWF), talks to host Mark Jones about harnessing the power of cause marketing to create global impact.
General Manager Sales & Marketing at BIG4 Holiday Parks, Mohit Bhargava, talks to host Mark Jones about how marketing the “great Australian break” starts with crafting an authentic customer experience (CX).
Insurance Australia Group (IAG) CMO, Brent Smart, sits down with host Mark Jones to discuss the payoff of taking risks versus playing it safe in marketing.
Chartered Accountants ANZ CMO, David Breust, sits down with host Mark Jones to discuss the trick to marketing membership organisations.
Jane Power, former CCMO of Bupa Australia and New Zealand, talks to host Mark Jones about sales and marketing collaboration and long-term value creation.
GM and Senior Vice President at VidCon, Jim Louderback, sits down with host Mark Jones to discuss the power of partnering with content creators and Australia’s video landscape.
Global Director of Marketing & Communications for Norman Disney and Young, Ric Navarro talks to host Mark Jones about customer-centric marketing and building genuine human connections.
Rip Curl International CMO Neil Ridgway talks to host Mark Jones about the changing nature of surf marketing and the power of long-term thinking in staying at the top.
In an age of CX, how do you create a real customer relationship? Spotify’s Serena Leith says you need to actually understand the lives of your audience.
On this episode of The CMO Show, a panel of marketing industry experts discuss how to navigate client/agency relationship dynamics.
Outgoing World Vision Australia CMO Teresa Sperti talks to host Mark Jones about the power of emotive storytelling in not-for-profit marketing.
Tamara Howe, Marketing Director ANZ at Kellogg Company, joins host Mark Jones for The CMO Show LIVE to discuss balancing creativity and science in storytelling.
Jessica Ruhfus, founder and CEO of Collabosaurus talks “tapping into new target markets and growing your network” with the power of collaborative marketing.
Are you a fan of true crime stories? Chris Taylor, CMO of the Heart Foundation talks fear-based marketing with a trending twist.
Have you challenged your assumptions lately? Marketing science is the best way to do it, says expert Peter Hammer.
Mark talks to Rebecca Shears, CMO of online foreign exchange company OFX on establishing a trusted brand image and maintaining human relationships in the digital era.
What are the next big trends in marketing for 2019? The CMO Show’s Mark Jones switches chairs on the final episode for 2018.
Mark talks ins and outs of CEOs and marketing with Your CEO Mentor co-founder Martin Moore. Find out about the vital relationship between a CMO and CEO, and just how to get that next marketing campaign over the line.
Mark talks to Paul Hamra, managing director of The New Daily about the power of independent news, trust in storytelling, the challenges of community management and how emerging technologies will change the future of news.
We talk to Moshtix’s Head of Marketing and Innovation Kevin Cooper about the ways marketing can differentiate a commoditised product, and how to manage the transition from industry disruptor to an incumbent player.
Tune in to this special live recording of our Storytime at Filtered Media event, where Guardian Labs’ Brand Partnerships Director Susie joined Mark Jones to discuss the role of storytelling in building brand trust and the challenge of remaining authentic while delivering your brand’s message.
How do you keep it real when marketing real estate? BresicWhitney’s CEO Shannan Whitney tells it like it is. In a candid conversation with Mark Jones, he shares his take on the changing ways and means of spreading the word about hot property.
Thinkerbell founder Adam Ferrier shares his insights into the psychology of brand loyalty, and why marketers need to avoid short term thinking.
Patrick McQuaid, NAB’s General Manager Customer Data and Analytics, joins Mark and Nicole to talk about his journey from data to marketing.
Tim Hodgson discusses his role in bringing the Invictus Games to Australia and the growing relationship between event partnerships and socially responsible marketing.
Do people give a sh*t about your brand? Find out why MONA’s Robbie Brammall knows they don’t, unless you’re interrupting them with something interesting.
With 55,000 not for profit organisations in Australia, the charity sector is standing room only. So how do you carve out a space to help make the world a better place? Sam Payne, co-founder of The Pink Elephants Support Network shares her story.
Leisa Bacon, Director of Audiences for the ABC, shares what it’s like to market an Australian icon with a powerful legacy.
In a world dictated by your Facebook news feed, how can you think outside of the rectangle? Adventurous thinker Sally Dominguez takes us through chaos to creativity on this episode of The CMO Show.
“You need a storyteller to tell the stories of other storytellers.” Michael Laxton, the first CMO of Fairfax Media, joins The CMO Show live at this year’s Mumbrella360 conference in Sydney to discuss how to market the media.
Facebook’s Cambridge Analytica data scandal has forever marked 2018 as a tumultuous year in the social media landscape. Social Media Knowledge (SMK) Executive Director of Programming, James Fitzgerald, reveals how marketers can keep their heads above water in today’s challenging, post-organic world.
Innovation psychologist Dr Amantha Imber dives deep into the importance of strategy, clear process and culture in fostering innovation.
In this special edition episode of The CMO Show, Mark Jones speaks to Paul Holmes at the PRIO conference in Portugal. Paul shares his thoughts on why authentic storytelling is critical to the success of a company.
The Australian Sports Commission’s CMO Louise Eyres has spent three decades in marketing, but getting Aussies off the couch might be her biggest challenge yet. We investigate Louise’s unusual career path, ongoing relationship with sports branding and ambitions for the government agency.
“Great storytelling? I think it’s beautiful. But someone had to have the idea to do that first.” Sean Aylmer, Former senior editor of Fairfax joins Mark Jones for a special morning event on World Storytelling Day to share an insider’s insight to what makes a cracking good yarn.
Is content only as good as the promotion that goes with it? Find out as Jo Williams, brand new head of marketing ANZ for Hubspot, takes a dive into the marketing funnel and explains why the key is platform variety.
What does the future hold for your MarTech stack? Chief marketing technologist Scott Brinker gives insight into what brands can learn from the marketing tech employed by others, tackles the challenges of integration, and gives advice on handling attribution data.
“People don't put their Blundstones on to lie on the lounge, people put their Blundstones on to go and do something.” In this episode of the CMO Show, Nicole and Mark sit down with Blundstone’s Adam Blake to talk the convergence of authentic storytelling and community in building your brand.
What if you could accurately predict what an audience wanted, and craft their perfect story? GRONADE CEO Tomer Garzberg joins The CMO Show to talk forensic marketing.
It’s the first CMO Show for 2018 and we’re asking, is content marketing dead? The godfather of the discipline, Joe Pulizzi, offers his insights for your business in 2018.
Unsure how to ride the Hallyu wave? Branding expert Martin Roll joins Mark and Nicole to chat all things Asia, from K-Pop and Wechat payments, to the implications of rising labour costs.
Who wears the suit and who wears the jeans? Harvey Sanchez, Marketing Director at Accenture Interactive proves you can wear both, integrating the creative with the conservative by bringing creative agencies under the Accenture brand, all backed by the power of data analytics.
How do you get your story out there with zero external advertising spend? Natasha Ritz, Brand Communications Manager at Lush Cosmetics shares how they have created an army of loyal brand advocates championing their company purpose and creating organic growth.
How do you relaunch a brand? Join hosts Nicole Manktelow and Mark Jones for this special episode of The CMO Show, as we dive into the details of IDG’s monumental global rebranding campaign.
Ever wished you could read your customers’ minds? The rapidly evolving field of neuromarketing is getting us closer than ever before. Katharina Kuehn, head of neurostrategy and innovation, chief strategy officer at The Winning Group helps us understand the way people think and make decisions.
There are 3.5 billion searches on Google every day. If you’re in the business of providing information, how do you compete? The answer according to CHOICE’s Head of New Things Viveka Weiley and Design Ethnographer Kalpana Vignehsa is to disrupt yourself.
Cross-screen targeting based on data analysis and real-time prediction? It sounds like marketing’s nirvana but Appier’s CEO Chih-Han Yu is making it the new reality. Tune in and join hosts Nicole Manktelow and Mark Jones in this deep-dive episode of The CMO Show discussion as they talk marketing analytics, attribution, startup culture and of course, Boston Dynamics’ Big Dog.
Ever dreamed of deploying an ad to a customer standing right outside your door staring at their phone? Shobhit Shukla, co-founder of Near joins us to share a future of automated, real-time analytics which reach into the real world.
How do you get audiences excited about your branded virtual reality content? VR expert Ariel Shimoni and StartApp’s Director of Virtual Reality, says you don’t need to, at least not at first.
Join hosts Mark Jones and Nicole Manktelow for a journey into the future of content creation, 360° advertising, analytics and awesome experiences on this week’s immersive episode of The CMO Show.
“Effectively what it is,” begins Adam thoughtfully, “is understanding our users better. Actually talking to people.”
As bluegg’s Digital Design Director for more than five years, Adam Faulkner has developed a distinct approach to understanding Customer and User experience. Surprisingly, it involves a lot of time offline, IRL. “It’s really easy to design something in digital space and not talk to anybody,” he says, before explaining the importance of reaching out to user demographics whose experiences might differ substantially from your own.
In one example, Adam worked with a hotel booking client whose userbase was women aged 25 and 34. He prioritised conducting interviews with users to understand their particular needs. “What I considered important was completely different [to the typical user],” Adam says. “I was thinking about getting the local restaurant right, whereas for our users, safety and security were really important, you know?”
Despite its costly reputation, Adam is quick to point out that conducting in-person research doesn’t have to be enormously expensive. “When you do interviews,” he says, “you only need five of any type of archetype or persona or demographic to get pattern recognition and from those patterns, very clear insights.”
Before beginning research it’s vital to understand who your users actually are, because they’re not always just your customers. Working with a bank, Adam discovered more than 140 extra software tools in a single branch that its employees were using to overcome limitations in the bank’s ERP systems.
Join Mark Jones and his new co-host, Nicole Manktelow, as they discuss the nature of customer experience, why it’s vital to understand offline and how to turn every sad moment in the customer journey into a happy one, on this fascinating episode of The CMO Show.
The future of marketing will be driven by machines – we’ll just need to nudge them in the right direction, says Volvo’s chief futurologist Aric Dromi.
It’s about shifting mindsets, Dromi says, away from computers as vehicles for serving up data needed to perform analysis, and towards embracing technology as a powerful tool to free up our time for “more human” pursuits of empathy and creativity.
“I think one of the greatest lacks in the industry right now is imagination,” he says. “We have all these great tools that enable us to collect information, but don’t have the right people to actually convert that information into creative, crazy ideas that can create engagement with users, customers and consumers.”
There’s a new social contract emerging between users and digital engagement, Dromi says, where privacy is a commodity we happily exchange for value. “We need to stop thinking about privacy when we’re looking at these things, and more about the value exchange that we get because we are willing to expose ourselves if we get the right value.
“It’s as simple as that.”
Join hosts Mark Jones and JV Douglas as they discuss the coming decades of marketing automation, the true value of Snapchat, and how blockchain is actually a philosophical model for digital engagement on this forward thinking episode of The CMO Show.
When she became director of Customer Experience at L’Oreal Australia and New Zealand, Emma Williamson was determined to shift the conversation from assuaging customer dissatisfaction to embracing customers as brand advocates.
It’s a mindset shift the marketing leader says, and one that is very different to a traditional care role where interaction with customers was kept to a minimum.
“The more contact we have, the more we are able to actually refine the way we work,” Williamson says. “And that is really a way that we can be successful and engage with consumers. I want to actually have consumers advocating for us.”
Ethics are central to this process, Williamson adds. “It's all about being ethical and showing that you stand for something more than just the bottom line.” “That aligns with what consumers want these days. Their expectations of businesses are so much higher than they were even two years ago,” she says.
Tune in as hosts Mark Jones and JV Douglas discuss the challenges of localising content, the value of customers as brand advocates, and the importance of being open to feedback on this cracking episode of The CMO Show.
For generations of Australian travellers, Qantas’ iconic red tail has been a symbol of adventure and home alike. Today, as its Frequent Flyer loyalty program turns 30, Qantas faces a unique and interesting challenge: Maintaining that strong emotional connection whilst bringing the brand into the digital age. For Stephanie Tully, Qantas’ executive manager of Group Brand and CMO, this is the perfect challenge. It’s all about empowering the company’s thousands of frontline staff to deliver authentic and personal experiences, says Tully, who started her career with the airline as a cabin crew manager more than a decade ago.
“It’s important that our staff who spend the most time with our customers are equipped to have those really authentic interactions,” says Tully. However, authentic interactions and conversations can also come from a variety of digital channels, she says, as long as an organisation fundamentally embraces cross-channel integration. “I think lots of businesses, including us, are on the journey of stitching together all of their channels so that they can talk to customers across channels in a seamless way. “I think more and more, you know, there's a future coming where there aren't many channels that are left that are not being used in a one-to-one way. Even television and radio will end up being personalised.”
Tune in as Tully joins CMO Show host Mark Jones to discuss the future of customer experience, the value of data driven personalisation and the complexity of building different emotional connections with customers all over the world.
How well do you really know your audience? Do you understand what they want, why they follow you and how to connect with them?
The task of building an audience is not new to marketing, but crafting meaningful connections with a legacy audience poses its own set of challenges. And it’s a challenge that Grant Torrie, acting CMO at Fairfax Media New Zealand, knows all too well. From his early days at Fairfax to now, Torrie and the executive team have worked hard to develop marketing automation literacy across the organisation, breaking down organisational silos and replacing the “spray and pray” approach to marketing.
It’s the soft skills such as empathy that he says are critically important in effectively communicating with your audience and managing organisational change. “I don't necessarily know that people fear change but they do fear loss,” says Torrie. “We need to understand the grieving process that comes with changing things and taking away things is real and totally valid.”
Tune in as hosts Mark Jones and JV Douglas explore what it means to fully embrace marketing automation, how to understand your audience, and why your team are the agents of organisational change.
With 63% of mothers feeling that advertisers don’t understand them, how can we start making mum happy? We all have one, yet when it comes to mothers, it turns out that advertisers and marketers may not be as familiar as they claim to be. Enter Katrina McCarter, founder and CEO at Marketing to Mums. Driven to her wits end by a string of poorly suited advertisements, McCarter’s on a mission to answer one question: What does mum really want? Presenting her findings at AD:TECH 2017, McCarter says advertisers are swamping mothers with outdated stereotypes and inauthentic messages on “the perfect life”. “Many marketers actually think that mums are aspirational and that mums are striving to attain this perfect life,” she says. “It’s real suicide for a brand because mum immediately turns off.” Instead, McCarter has found that mothers are demanding more authenticity from advertisers that doesn’t gloss over the complex “juggling” act of their daily lives. Now is the time to show what motherhood is truly like and reflect mum’s other interests, warts-and-all, she says. Listen along as Mark Jones and JV Douglas get the scoop on the role of influencers for this market segment, how the generational divide is shaping messaging to mothers of all ages, and why making mum smile is the best type of relationship builder. With 63% of mothers feeling that advertisers don’t understand them, how can we start making mum happy? We all have one, yet when it comes to mothers, it turns out that advertisers and marketers may not be as familiar as they claim to be. Enter Katrina McCarter, founder and CEO at Marketing to Mums. Driven to her wits end by a string of poorly suited advertisements, McCarter’s on a mission to answer one question: What does mum really want? Presenting her findings at AD:TECH 2017, McCarter says advertisers are swamping mothers with outdated stereotypes and inauthentic messages on “the perfect life”. “Many marketers actually think that mums are aspirational and that mums are striving to attain this perfect life,” she says. “It’s real suicide for a brand because mum immediately turns off.” Instead, McCarter has found that mothers are demanding more authenticity from advertisers that doesn’t gloss over the complex “juggling” act of their daily lives. Now is the time to show what motherhood is truly like and reflect mum’s other interests, warts-and-all, she says. Listen along as Mark Jones and JV Douglas get the scoop on the role of influencers for this market segment, how the generational divide is shaping messaging to mothers of all ages, and why making mum smile is the best type of relationship builder.
China; It’s one of the most crowded and competitive marketplaces in the world. How do you stand up to a challenge like that? To say Matthew McKenzie, cofounder and director at The Export Group, is a man with a passion for Asian business would be a complete understatement. And with an impressive record working across Australia and Asia for some of the world’s biggest brands, he knows what it takes to make or break it in the Chinese market. This episode of The CMO Show takes a deep dive into the world of launching new brands to market in one of the most crowded places in the world: China. It’s recognising the sheer size and volume of competition across the many markets within China that sets successful brands apart, says McKenzie. “If there is no history of your product and your brand and in many instances there’s not a long history of the category in China, you really need to be thinking quite differently,” he told CMO Show hosts Mark Jones and JV Douglas. “It’s an exceptionally fragmented marketplace from a brand perspective and every brand, regardless of their size and scale back in their home market, comes up here as a junior.” Tune in as Mark and JV discover what it takes to redefine yourself from market leader to market challenger, how to understand Chinese market demographics, and why to think about these things before you attempt to break in. All that plus plenty of cultural anecdotes!
Every January, as the weather hits peak wonderful and the city truly blossoms to life, Sydney delivers a summer celebration like no other. For Tina Walsberger, chief marketing and customer service officer at Sydney Festival, it’s a race against time (and money) to create the cut through needed to pique interest and attract visitors. After all, what she’s selling isn’t physical; It’s experiential.
With more than 700,000 people in attendance across the 146 events held as part of this year’s Sydney Festival, Walsberger says she knew that traditional marketing methods just weren’t going to cut it in 2017. “We’re in an era now where 89 percent of marketing falls completely on deaf ears,” she says. “Marketing in its traditional sense is just much, much less effective than it ever has been.” Her response to this revelation? Authenticity. Shifting gears to make the most of having a small team with minimal budget, Walsberger took to engaging influencers to spread the word. A strategy, which she says, paid massive dividends with more than 20 million views for one event alone.
Listen along as Mark Jones and JV Douglas discuss the changing role of influencers in marketing communications, how Walsberger uses surprise and sensory experience to increase participation, and why the most authentic messaging occurs when CMOs immerse themselves in the experience.
More Tesla than Mad Men? What does it take to be a successful CMO today? Josh Steimle reckons it’s the ability to have an eye on the prize, a nose in the numbers and an imagination that knows no bounds. During his first 12 months in the role, Spotify CMO Seth Farbman came up with the brilliant idea to produce and promote night-time playlists. His inspiration? Millions of user data points which pointed to an opportunity for Spotify to reap the rewards of a large niche audience. It’s this marriage of innovation, creativity and data which award-winning author Josh Steimle says sets successful CMOs squarely ahead of the pack. And he should know – for his book, Chief Marketing Officers at Work, Steimle interviewed 30 such CMOs. Steimle quickly came to discover that Farbman’s accomplishments are actually reminiscent of a larger shift, prompting CMOs to cultivate on three things – quick returns, multi-faceted skills transcending discrete departments, and data-driven models for success. “This idea of the marketer being more like Don Draper from Mad Men or somebody who throws the dart at the wall and says ‘oh we’ll do this today,’ and they’re just coming up with creative ideas in some backroom – That’s not the marketer at all that I found,” he says. “Now the CMO is responsible to go into the boardroom and say for every three dollars and 53 cents that we spend we get a new customer.” Listen along to discover why there’s a revolving door of CMOs “topping out” after short stints, and how to avoid doing the same. That plus plenty of marketing insights from the likes of GE, PayPal, Target, Spotify, and the Harvard Business School.
Imagine if complex every day choices could be simplified with the help of technology. This is what modern marketing is all about, says Kit Macgillivray, Chief Product Officer at Brook.ai. Managing something as common as diabetes means taking frequent assessments on a series of micro interactions throughout your day, to make an informed decision - everything from how well you slept to how many steps you took in a day. Combining CX (customer experience) and UX (user experience) design principles, Macgillivray created Brook.ai - a platform that’s working to solve the growing need of chronic disease and pain management. In other words, “an interactive fitbit on steroids”. This kind of innovation is the very crux of CX, Macgillivray says. It’s about using today's interactive technology to create human-centred design, but it’s a point many marketers are missing. “A lot of people are just jumping on the bandwagon. A lot of people are just buying journey maps. They're not buying an outcome, they're buying an experience map.” Tune in as Kit joins Mark and JV to discover why Chief Product Officers have a better understanding of customer experience than the average CEO, how an incentivised culture will improve CX, and why the best brands approach the customer journey as a beast in need of continual upkeep.
How do you win share of wallet when you’re up against more than 50,000 competitors? Floyd Larsen, CEO at Cure Cancer Australia, knows a thing or two about that… A core marketing message should be a simple idea. In the words of Simon Sinek, it’s the WHY, but as CEO of Cure Cancer Australia (CCA), Floyd Larsen knows it’s also the hardest part to define. After starting her career as a successful software engineer for Microsoft, Larsen has now spent a decade in the not-for-profit (NFP) sector as the leader of Australia’s oldest cancer-focused initiative. With more than 80 per cent of Australians having made a donation to charity in FY2016, it’s a sector that shows much promise for those who can cut through the noise, says Larsen. It’s simplicity, she says, which is key to achieving that. “The fastest growing area in fundraising is online, growing 19% year on year. Importantly, 13% of those donations are done on a mobile phone,” Larsen says. “It's what I call the bus stop test. There aren't many things these days that you can't do at a bus stop on your mobile phone. We're really looking to make it easy for people to make donations, even at the bus stop.” In an industry cluttered with noise, CCA’s latest campaign features Australia’s Paul Hogan driving home a simple message: “Come on Australia, let’s cure cancer”. Tune in to find out more on distilling your core message, how Larsen’s four pillar strategy could benefit you and why every marketer could use a bit of Hogan magic.
Why can’t we all be Nike? What is the true value of customer data? And how can personal transformation impact marketing? These are the sorts of questions that digital marketing futurist Anders Sorman-Nilsson has dedicated his career to answering. Working alongside brands like Apple, SAP, and Johnson & Johnson, he recognises that the digital and analogue worlds are increasingly aligning, making way for what he calls the ‘digilogue’. In this episode of The CMO Show, Sorman-Nilsson joins host JV Douglas to discuss how mapping seamless customer journeys will become a tug-of-war between the speed of digital and the experience of human connection. The key, he says, is asking the right questions now to anticipate the equilibrium for your brand later. “What companies need to really strategically think about is: What should be digital touch points? What should be analogue touch points? And don’t just consider that from a cost perspective, but from what will really entice and engage the consumer’s digital minds and their analogue hearts at the same time.” Tune in to find out why the one thing that customers are craving now, more than ever, is human experience. That plus how to nail marketing with chutzpah (and zombies).
“Crackin’ spot. Fire up the barbie.” Whether it’s Lee Lin Chin launching a covert operation to rescue Aussie ex-pats from a lamb-less lunch, Lambassador Sam Kekovich’s scorching rebukes of “unaustralianism”, or Adam Gilchrist suggesting a game of cricket in Australia’s sprawling backyard, the annual Australia Day Lamb ad has become something of a tradition. And the latest instalment is no exception – it’s chock full of cultural sizzle and dripping with political satire.
In this episode of The CMO Show, Meat and Livestock Australia’s group marketing manager, Andrew Howie, lifts the curtain to give the lowdown on Australia’s most anticipated marketing campaign in the lead up to Australia Day.
With a secret sauce that balances grit and giggles, challenges conservatism, and celebrates nationalism to create real cut-through, Andrew says it’s bravery and honesty that keep MLA’s campaigns fresh – and the audience coming back for more.
"The only way you can disrupt that or you can stop people from just doing the same stuff, is to make them feel a bit uncomfortable or do something that’s out of the ordinary. That can be in the form of controversy or saying something that people don’t normally say, or showing them something that they don’t normally see.”
Listen along to learn how collaboration can lead to the best amplification opportunities, and why you’ll never lamb alone. That plus plenty of meaty ideas for you to sink your teeth into.
Between the inspiring blog posts, vox pop videos, educational whitepapers and everything else, marketers have lost focus on driving revenue through their content marketing strategy - at least that's what Andrew Davis thinks.
What does 2017 hold in store? How is content marketing changing? Why does it even matter any more? In the last episode of The CMO Show for 2016, Mark and JV sit down with bestselling author and content marketing legend, Andrew Davis, to discuss all things content marketing.
A firm believer in the power of content marketing to change the outlook of an entire product or category, rather than a single brand, Andrew reckons it's the way marketers target content that will matter most in the coming year.
“A lot of people think that, ‘If we just do this slow slog of blog posts and email newsletters we'll eventually find our golden ticket’. When, in fact, I think if you're just smarter about the audience you're targeting and grow down the tree from the small branches that have highly passionate, high margin, potential audiences to go after, you eventually get to the trunk where everybody knows you."
The CEO of Monumental Shift, Andrew watches today's marketers trying to target every identified persona, spreading their budgets far and thin across each new channel. “In the online world we have this belief we should target everyone when, in fact, targeting everyone reaches no one. It's a terrible paradox,” he says.
Tune in for an episode full of insight from the content marketing oracle himself. Listen along as Andrew shares stories of marketing hits and misses, and explains why less content leaves room for better quality. We're rounding out the year with a bang.
Find the original post of the Andrew Davis CMO Show episode here:
Did you know that for a marketer to plant the seed of an idea into one’s brain, all they need to do is design a message that’s easily consumed by the subconscious brain? The way marketers craft their messages perplexes Tim Ash. Marketers continue to target the logical or left side of the brain – the part that’s “literally asleep 95% of the time,” he says. Does this mean we’re all missing big-brain opportunities to influence our audiences? In this episode of The CMO Show, we take a look under the hood of the human brain to explore the neurological side of marketing with Tim Ash, CEO of SiteTuners and cognitive scientist. “Right now we’re designing things that are too complicated and require us to use our conscious brains to process them,” Tim says. “[It] takes a huge laborious effort to make those kind of rational decisions… The rational part of the brain doesn’t even get woken up most of the time.” A strong believer in the role of conditioning to effect change in our selves, Tim also delves deep into the role of social inclusion and environment in shaping customer behaviour. “There’s no such thing as a permanent sense of self, and your environment, and the conditioning propaganda, whatever you want to call it, has a very strong influence on us. We think of ourselves as active agents and we decide what we do, we decide when we change our own beliefs, and in fact that’s not even the case.” Tune in to discover why humans are the herdiest of animals, how to avoid confusing brands for products, and what negativity bias truly means for opportunistic marketers.
Australian companies are predicted to spend half their advertising budgets on digital by 2020 -- But are we all in danger of missing the point?
In the conclusion of this two-part CMO Show special Mark Ritson, Adjunct Professor at Melbourne Business School, argues that the marketing industry's obsession with digital metrics is driving it dangerously close to forgetting what matters most - audience.
"If you look at digital video, it is one of the most disgraceful acts of data misrepresentation and lazy journalism that we have ever seen in the history of commercial coverage, never mind marketing. It's a disgrace!"
Thankfully Ritson also says that not all is lost for today’s marketers - we just need to get back to class for some 101 education. It's not about research, it's about market orientation he says. “The reason you have to start with market orientation and not market research is [that] we all know brand managers that have got tonnes of research, but never pay any attention to it because they don't have market orientation."
Sit up straight with hosts Mark Jones and JV Douglas as Ritson breathes fire on industry-wide misperceptions, and gives a lesson in the fundamentals that all marketers should know.
Find the original of this CMO Show episode here: http://filteredmedia.com.au/cmo-show-mark-ritson-on-marketing-metrics/
Platform 'bells' and analytical 'whistles': Is digital just a box of turds and spiders?
With the digital overhaul facing marketers and business strategies today, do all the new platform ‘bells’ and analytical ‘whistles’ actually amount to anything?
When he looks out across the marketing industry, what Professor Mark Ritson sees is clients and agencies who have largely lost their business direction. The Melbourne Business School professor attributes a lack of industry training in the basics as feeding the perpetual gap between how marketers think consumers behave, and how they actually do.
“If [marketers] had been properly trained, the first thing they would have been trained on is market orientation, which means you are not the consumer," Ritson says. "What you do and think is highly, highly unrepresentative of your consumer, because you're being paid to market a product, ergo you don't see that product or service the way the consumers do.”
In part one of our two-part series, CMO Show hosts Mark Jones and JV Douglas sit down with the oft-notorious Ritson to discuss why the industry today is a broken one. Tune in for a contentious look at the role of automation, how media agencies will shape the future, and why digital is overrated.
Find the original post of Mark Ritson's CMO Show episode here: http://filteredmedia.com.au/cmo-show-mark-ritson-digital-marketing/
Ambushed immediately after leaving the stage, this episode of The CMO Show takes place in the back halls of AANA’s annual marketing conference RESET as JV Douglas track down this year's best speakers. Spotlighting what to expect in 2017, JV discusses how to go viral with Unruly founder Sarah Wood, anticipating disruption with digital prophet David Shing, and penetrating consumer memory with Professor Karen Nelson-Field. Firebrands. Academics. New-age prophets? Find out what they’re all preaching to marketers today and in the future.
How do you crack a foreign market that shifts your business values, depends on local partnerships, and has a work culture of “close enough”?
At the age of 27, Australia’s Andrew Collins arrived in China to do just this, acquiring the ‘Postkard Media’ agency Mailman Group. He now admits if he knew more at the time, he probably wouldn’t have gone. “The reality is [you’re] dealing on different terms. The approach is very different. The quicker you understand that, the quicker you're going to start to realise where it is that you're going to find value and create a business in China.” Collins has established Mailman as a Chinese advisory and gatekeeper for Western brands looking to plunder this lucrative audience.
Navigating China’s unique online environment, Mailman has engaged 100 million+ Chinese fans for Manchester United, produced 26 million Weibo reads for UFC, and garnered 140 million media impressions for GoUSA. With numbers like these, many see the ‘Middle Kingdom’ as an unchartered land of opportunity, but Collins cautions the voyage. “Expect you'll lose. Expect it's going to be difficult. Expect that you won't win without local support. Expect that the market is not designed for you. It's designed for them.” With a warning like this, would you still take on the dragon?
In this episode of The CMO Show, JV and Mark share the story of the man who broke into China’s accelerated market, thrived, and survived to tell the tale.
Trying to stand out in Australia's university circuit is barbed with expendable resources, exclusivity, and prestige.
This was the challenge tackled head on by Angelo Kourtis, Western Sydney University’s VP of People and Advancement, who had a clear vision for his institution. “My critique of the current branding strategies that universities have is that they default into this position of preparing people to get jobs. It's not a narrative that we actually should own.”
The ensuing university rebrand - and the Unlimited campaign - has produced industry awards, inspirational advertisements, and even an Archibald prize-winning portrait.
In this special episode of The CMO Show, Mark Jones is joined by WSU's Angelo Kourtis and George Betsis, creative director at VCD+We, to shine a spotlight on the "retro-brand", the business drivers behind the campaign, and how hard it can be to reframe internal and external brand perceptions.
Tune in for a healthy dose of inspiration as the three talk about why philosophy underpins marketing in the education sector, what the campaign has meant for the university and how other institutions can learn from what has fast become one of the most popular campaigns of the past twelve months.
It’s no secret the world of marketing is changing at lightning speeds. Marketers are increasingly tapping into new technologies to create great customer experiences.
In this episode of The CMO Show, Lee Hawksley joins us to investigate the evolution of the marketing industry and the role of artificial intelligence, Big Data and the Internet of Things in creating a personalised experience for the customer.
“If we really want to push the envelope and we want to gain competitive advantage as marketers then we have to experiment.”
Senior Vice President and General Manager at Salesforce, Lee has over 20 years of experience in the software and digital media industries. He’s also a fierce advocate of Australia’s entrepreneur-led innovation economy.
Tune in as Mark and a jet-lagged JV tackle the dynamic industry landscape and how technology will increasingly underpin marketing objectives in the future.
How do you define creativity?
Is it the process of painting beautiful pictures and making music that inspires you? Is it the process of consuming and interpreting content, creations and collaborations in the world around us? Perhaps it’s gathering great thinkers and enabling them to do great things.
In this episode of The CMO Show, Anne Miles shares insights about what it means to be creative - and what happens when it collides with marketing. With a wealth of experience across several creative streams, today Anne is the managing director at International Creative Services, an independent consulting services firm that assists with creative services in the advertising and marketing industries.
“When it comes to commercial creativity, I think (creativity) is being the coolest way to solve a client's problem and get people to engage with the brand.”
Tune in as JV and Mark dive into why marketers should care as much about creativity as they do about data and numbers, explore what businesses can do practically to keep their jobs on track and how to best deliver to your business and brand strategy.
Mobile. It’s an unavoidable channel to reach target audiences and has become the most dominant aspect of digital strategy. But is current practice still best practice? With more than 30 years’ experience, including five years spearheading the Mobile Marketing Association, Paul Berney is a juggernaut in the mobile space bringing learned wisdom and a new perspective to a much-discussed subject. As Managing Partner of mobile marketing education and advisor service mCordis, Berney is providing clients with guidance that goes against the common grain of mobile strategy. “For me the term ‘mobile first’ is a misnomer. It suggests that you have to do everything via the mobile channel and everything has to be pushed towards it. Mobile has to play its part as part of a marketing mix.” Berney also has strong views on how marketers are missing the point in their digital strategy – especially in cohort segmentation. “I absolutely hate it when brands tell me that their target market is millennials. It just drives me crazy! There is no similarity whatsoever between a 35-year-old millennial that’s married with three kids compared to a 23 year old just left university. Although they both fit in the same bracket, it's just lazy sloppy marketing.” Tune in as JV and Mark Jones break down the new era of the ‘connected consumer,’ how we’re getting it wrong with audience segmentation, and why Google knows more about you than Facebook does.
Women account for more than 50% of the global population yet, by and large, they're kept out of the boardroom when it comes to marketing. Estimated to be worth some 28 trillion of a 35 trillion dollar global consumer economy, it's undeniable that women - as a demographic - hold the pursestrings when it comes to the consumer economy. In fact, women are so powerful as a consumer group that they could easily bring the world's most powerful companies to their knees, says marketing to women pioneer, Bec Brideson. "As a collective group, women are really powerful consumers and absolutely worth more than 50% of the economy and therefore, need to be considered in a more insightful and empathetic way to make sure that we're connecting the right messages with them," she adds. "I believe that marketing needs to catch up with the social evolution that women are influencers and that we prefer to be connected to, in a different way than we've all been taught to market, so marketing has to evolve in the same way that women have evolved." Listen in to this episode of The CMO Show as Brideson shares insights from her professional experience in marketing, shedding light on the huge gender gaps in the marketing industry - both in terms of career opportunities and campaign creation.
Trust: it’s a lucrative and aspirational factor in any brand story, but all too often we fail to understand its true meaning – or value. When it comes to making informed decisions, consumers are increasingly driven by the same value – trust – which strikes at the very core of how products and services are being accessed, delivered and evaluated. In this episode of The CMO Show, Rachel Botsman drops by to shed light on the role of trust in building your brand, and how the collaborative economy is driving this. An author, teacher, speaker and recognised authority on the role of trust in the collaborative economy, Botsman has a passion for understanding human behaviour and the reasons we trust companies, ideas, and each other, as much as we do. “I can tell you the one thing not to do, which is to say, ‘You should trust this bank’. Although that is a tagline believe it or not,” says Botsman. “There’s this notion that if you say it, people will believe you and there is something really important in that.” “Now, with platforms where you have a producer and consumer, you can no longer control that relationship. So getting millions of people that this company doesn’t employ and doesn’t control behaving on brand, or delivering a quality product or service, involves a whole new way of thinking about marketing and design.” Tune in as Mark Jones and JV Douglas chat to Botsman about the future of the collaborative economy, building a trusted brand, and thinking about the bigger picture.
It has been touted as "an increasingly integral part of many industries, including marketing". But what exactly is artificial intelligence? And, more importantly, what does it means for marketers in the future? The uptake of artificial intelligence may have been measured to this point, but there are many who predict a future of robots, computers and intelligence beyond anything we can currently imagine. In this episode of The CMO Show, Mark and JV delve into the depths of AI, marketing culture and the state of digital marketing with Chaminda Ranasinghe, head of digital sales & marketing at ANZ. "A lot has been made out of AI and the future of marketing in terms of AI," says Ranasinghe. "In my view, the reason AI os hitting the market in such a big way is because of three things – the power of computing, the neutral networks available and the data the machines are able to consume is what’s making AI so powerful." Ranasinghe also sheds light on ANZ’s latest rebrand and the role of customer experience in navigating that change. “The old days of mass communication when one message was thought to fit everybody are long gone,” he says. “It’s not just about simplifying the language and turning it from bank-speak to customer-speak, but it’s also about making sure you get out of the way of that conversation.” Tune in to learn more about the role of culture in marketing and the rise of artificial intelligence.
The role of the CMO has never been so diverse or challenging. As digital change continues to snowball, CMOs need to keep up with the evolution of communication channels, marketing tactics, and the demands of good customer experience. In this episode of The CMO Show, Jenny Williams, CMO at health insurance provider HCF, joins Mark and JV for an in-depth exploration of the digital customer experience and change management in marketing. A digital-native since the very first years of the world wide web, Williams understands the role of the CMO in breaking down internal silos, turning dense data into engaging content, and educating teams to remain agile and effective. Change management is one aspect in the role of a CMO that continues to evolve, Williams explains. “I would be surprised if any CMO who has facilitated a major brand transformation has not had to encounter change management,” she says. Williams also concedes that digital and social channels are merely a mechanism for delivery, despite often being promoted as much more than that. “In my business, social can mean customer service and how you manage what enquiries your customers have. It can mean amplification of experiential staff, it can mean managing press and reputation. It can mean engaging in communities. It can mean thought leadership, you know, it is just a channel.” Tune in to learn more about the key pillars for an effective marketing department, the role of the modern CMO, and what it means to be an IT geek in a marketing role.
Mobile is where it’s at, right? Turns out that there is a whole world of mobile marketing beyond that which we currently know - and it’s just waiting to be discovered and embraced. It’s a screen, screen, screen world. And this is only the beginning. In this episode of The CMO Show, we delve deep into the world of mobile marketing best practice, digital strategy, and the screen-led existence. Kelly Slessor, founder and director of BanterMob Mobile Marketing, joins Mark and JV in the studio to share insights from her recent Westfield Study Tour, as well as expert advice on the world of screen-based technology and innovation. The crucial point of mobile marketing actually occurs a mere eight seconds into interaction, says Slessor. “We will spend about eight seconds on a mobile so we’ve got less than the attention span of a goldfish when it comes to mobile,” she said. A strong advocate for user experience-led design and functionality on mobile, Slessor also stressed the need for marketers to understand who they are talking to, before jumping into action. “I’ve read so many reviews that said, ‘You know who I am, you know where I am, you know what I’m doing so serve me content and information based on that not on what you think you need to push in terms of a product.’” Tune in to discover how mobile marketing is changing, what it means for the way we think (and shop), and how best to embrace a screen-led world.
SEM, SEO and data - they’re the holy grail of the modern marketer's strategy tool kit. Yet, the struggle to understand and effectively implement them at a tactical level is all too real.
This week on The CMO Show, hosts Mark Jones and JV Douglas are joined by Aaron Agius, managing director at Louder Online - and an expert in just about every field of online marketing. “It’s not just about throwing links at an average website and thinking that’s all you need,” he said when talking about the realities of SEO and web-based marketing.
The struggle that modern marketers face is trying to marry online marketing and data-driven decisions from a strategic point of view, to tangible results and tactical processes, Agius told Jones and Douglas. “A really basic strategy that’s highly effective is create content that answers questions and solves problems in your industry,” Agius said. “If you’re doing that you’re going to be providing value so it’s as simple as that.” Adding that, “In order to rank well you need links from great sites, in order to get links from great sites you need great content, in order to have great content you need a good strategy behind it and a good message and good story.”
Tune in to learn about the mistakes you could be making in online marketing and how to overcome them in a simple, cost-effective way.
As we move into an era of user-generated content, customer supply chains and individual consumption, the age old adage "the customer comes first", has never rung more true.
Without your customers you'd be out of business faster than you can say the word customer. But somewhere along the line we lost sight of why customers are so important and how to connect with them.
In this episode of The CMO Show, Mark and JV are joined by Linden Brown, the man who wrote the book on marketing (he actually did - it's called Marketing and you can read all about it here).
With more than three decades of experience practicing and teaching marketing around the world, Brown shares his insights into a new paradigm for the global marketing culture, the Market Responsiveness Index.
Today, as chairman and chief value officer at MarketCulture Strategies, Brown is pioneering a new frontier in marketing that is customer centric and insight-led.
"Marketers have always had a view that we should be focussing on the customer," he told Mark and JV. "The thing that is so important in marketing today is that everything that CMOs and marketing people are doing should be customer-insight or customer-foresight led. And by that I mean it should be based on some real knowledge around the customer’s need or their future need and building campaigns actually around that."
Tune in to discover what customer centricity really means, and how it is defining the future of global marketing.
As we approach the 85th anniversary of Neil McElroy’s famous brand memo, in which he announced the creation of ‘brand men’ as a role crucial to understanding who customers are and what it is they really want, we've decided to delve deep into the world of brand to find out how it's changed.
This week on The CMO Show, Mark and JV are joined by Emma Sharley, director at Emma Sharley Consulting and a brand marketer with over 10 years experience around the world. “Now customers are a lot more empowered in the feedback they’re giving, which is really holding brands accountable in terms of what they’re doing from a marketing point of view,” Emma said. “It’s about having that two-way conversation and dialogue on an ongoing basis.”
"Your life’s course is not determined by the things you do or know, it’s really determined by trying hard outside your natural skill set." This is Lee Tonitto's message to marketers who are struggling in the face of disruption and the need to constantly reskill.
This week we take a deep dive into the colourful world of modern marketing to ask the hard questions; What does the future of marketing look like? How is innovation impacting the skills needed to survive and thrive? What should graduates and career professionals do to make sure they remain relevant and continue to add value?
In this episode of The CMO Show, Mark and JV are joined by Lee Tonitto, CEO at the Australian Marketing Institute and a lifelong marketer. With more than two decades of experience across several areas of marketing, Lee brings a mix of unique customer insights, industry experience, and data and analytics to the fore, to discuss the current state of the industry and where it's all headed.
"The fundamental principles of marketing will always be the same in terms of marketing activity meeting unmet needs. The how marketing is executed has changed enormously, and it's all led by marketing technology and automation," says Lee.
In particular, the burgeoning of marketing automation tools and resources available to marketers is having a continual impact on the industry. Five years ago there was around 250 such tools whereas today, marketers have access to around 3,500, says Lee. This is why marketers must commit to being lifelong learners. "I always recommend to marketers, whether they be seasoned professionals or starting out in their career, they keep across the latest trade articles, webinars, podcasts," says Lee. "The dynamic nature of the profession is that if you want to be part of it you need to be relevant and create value."
Public relations. As the many facets of the media and communications industry continue to converge, there are many who would tell you PR is doomed to fail. But with the federal government predicting that an extra 25,000 people will join the PR profession in Australia by 2019, surely there's more to the story.
The rapid growth of digital and social branded content has caused disruption across the PR sector, as traditional methods of communicating are replaced by modern techniques, data and analytics. This shift has brought with it many questions: What does the future of PR look like? What skills do PR professionals need to thrive in the modern industry? And why is there such grave concern for the future of this sector?
This week on The CMO Show, Mark and JV are joined by Jennifer Muir, national president of the Public Relations Institute of Australia (PRIA) and general manager at Primary Communication. With more than 20 years experience in the PR and communications landscape, Jenny brings fresh insight and new experiences to her role with PRIA, and to the future of the PR industry more broadly.
Since the dawn of time there's been one question that;s plagued content marketers and journalists alike: How do you marry native advertising with quality journalism? (If such a thing should exist).
The Guardian is a global brand that has made a name for itself localising content, tapping into innovation and creativity, and publishing quality journalism side-by-side with advertorial content.
In this episode, Mark and JV are joined by the managing director of The Guardian Australia, Ian McClelland. A digital-first strategist, Ian shares insights on modern storytelling, how The Guardian has dealt with fragmented commercial models but retained their audience, and what it means to create content in a mobile-first world.
"Native advertising like any type of advertising or communication only works in the context of a broader strategy. You have to know why you're doing it and you have to know how it relates to all of the other things you're doing," Ian said.
Customers. In today's data-driven world they seem somewhat mystical to catch and difficult to keep. So what's the best way to catch new customers - hook, line and sinker? And how can you use branded content to connect with existing customers at multiple touch points?
This week on The CMO Show, Mark and JV delve deep into the world of branded content when they're joined by Philip Otley, a partner at PwC's Experience Centre in Sydney. Philip sheds insight into the world of branded content, bringing his 20 years of experience in the marketing industry to talk about the importance of emotional connections with customers, the rise of data-driven marketing and how creativity still thrives.
"Back in the golden age of advertising, there was a cultural monopoly where a small number of channels would actually determine what you would be seeing," Philip told Mark and JV. "Yet the challenge now is we still need to pull those emotional strings but the volume, the number of channels, the competition within content, the amount of user-generated content is much, much higher."
Tune in to hear more of Philip's thoughts on how branded content and emotional engagement could help you increase customer retention...
It's the divide that every marketer knows about, but is so rarely broached in the workforce. So what is it about sales and marketing that has polarised for so long? And why does this dynamic continue to exist when the outcomes of sales and marketing are actually the same?
This week on The CMO Show it's all about sales versus marketing. Or is it? We will ask the hard questions in an attempt to work out how these two historically divided fields are colliding and changing. Ian Lowe, founder and CEO at Eccoh joins Mark Jones and JV Douglas to chat about why the marketing department should listen to the sales department (and vice versa, of course).
With more than 20 years experience in sales, Lowe's vision to pioneer a customer-centric sales revolution is reframing the sales and marketing space.
There's definitely a bit of tension between sales and marketing and I think part of that tension is because of the internal competitive nature of sales organisations, Lowe said. Typically sales people are taught sales skills and sales techniques to control the sales cycle to produce the results that they want to produce. Typically marketers aren't part of that sort of training.
Lowe's vision that the customer and their experience be central to the entire sales and marketing process is pioneering a new way of thinking in the Australian marketing industry. I think sales is something that typically is fear based; he told Jones and Douglas. Once we take away all that baggage and all that sort of negativity, people just are able to be themselves and be comfortable with who they are and flourish individually in their lives and in their businesses.
This week on The CMO Show, hosts Mark and JV are joined by dynamic duo Ronni Kahn, CEO and founder of OzHarvest, and Vince Frost, CEO and founder of the Frost* Collective. Recounting the rise of OzHarvest as Australia's first food rescue organisation, Kahn delves into the details of her social entrepreneurialism, demonstrating the power of meaningful storytelling and the importance of design in brand reinvention – the latter leading to the business "marriage" of Kahn and Frost that's lasted four years and is still going strong. "The turning point for OzHarvest was having Vince help us with our brand, look, collateral, and design because it took us stratospherically from where we were to where we are today," Kahn said. With 25 years experience and a wealth of expertise in design thinking, Frost understands the power behind his art form. "Design has so much power today and people recognise that power more than ever before," he said. "It's all about ideas. OzHarvest is an idea. How strong is that idea? The idea is phenomenally strong. I think that's the key thing. It's working out what's... what's the unique point of difference."
As one of the most linguistically diverse regions in the world, the Asia Pacific presents its own unique set of challenges.
In our opening episode of The CMO Show for 2016, Graham Fink, the Chief Creative Officer at Ogilvy & Mather, China, talks all things creativity and how it can cross cultural borders.
"You can come back to basic human truths and that is the thing that does unite everyone. I mean, we all like going on holiday, we all like having some time off with our friends, we like going to a restaurant or a bar or having a drink and there's basic human truths where if you can tap into it, you resonate and it doesn't matter whether that ad is running in Brazil or whether it's running in China or London or the States, you know, people get it."
The times they are a changing but when it comes to social media, change is constant and inevitable. So how do you harness the force of a platform that is shifting and disrupting itself? And what will 2016 look like for social media marketing?
In our final episode for 2015, Richard Spencer, head of agency at Isentia TwoSocial, drops by to chat with Mark and JV about who nailed and failed it in social media marketing this year. Richard also shares his thoughts on long-form content, the rise of the vertical video and wearable technology.
"I think the one defining constant is change effectively, and I think we as organisations are still learning how to use direct contact with consumers and stakeholders to great effect - we’re still getting our head around how that fits as users," Richard said. "I think that’s blurring the lines between how we’re using the channel from an organisational perspective, from an HR point of view, from a customer service perspective, from a marketing and a communications perspective, from a direct sales perspective and all of those are, in effect blending into one."
This week Dr David Cooke, managing director at Konica Minolta, drops by to share his insights when it comes to corporate social investment and giving back to get more.
What I say though is that my research in speaking to the biggest and most successful companies in Australia suggests that this is one very, very important lever towards greater profitability and greater success. So please, amidst your mix of marketing of a traditional nature, opening more branches, being more accessible, whatever it might be, please don’t ignore the very, very powerful returns that can be gained if you can enhance your brand through your involvement with the community.
As consumers, there are certain products that we develop deep and enduring relationships with over the course of our lives. So how do you market to an audience of cereal monogamists?
Consumption can be a fickle beast, making marketing for everyday products like cereal, particularly challenging. So how do you effectively market your brand to an audience that is increasingly complex, in a market that is increasingly saturated?
This week on The CMO Show, Mark and JV break bread with Karl Miller, director of digital strategy at The Kellogg Company. With revenue in excess of 14 billion US dollars in 2014, and a mile-long list of products that retail for under five dollars, Karl faces an incredible marketing challenge from a digital perspective.
"Cereal has about a 98% household penetration in the US," he said. "But that's really the challenge; getting our brands off the classic features and benefits that they've been communicating through TV ads for the last fifty to seventy five years at this point. I'm beginning to focus in on what can often be viewed as softer play. We've got the opportunity to talk about the brand and what the brand does, and what the consumers are really looking for from an emotive perspective."
Humour is an enduring and powerful tool, and one that marketers all-too-often overlook in their hurry to build human connections. But believe it or not, laughter and comedy are likely to resonate long beyond all other emotions.
This week on The CMO Show, Mark and JV attempt to uncover what it is that makes humour such a powerful and useful tool in the content marketing game. International comedian Tim Washer also drops in to chat to Mark about the role of humour in the workplace and in marketing by sharing some of his insights from his time at Cisco and IBM.
The not-so-secret to content marketing success is simple to say, but difficult to execute: Think like a brand, act like a publisher.
This week on The CMO Show, Mark Jones and JV Douglas are joined by Tim Moran, Editor in Chief at Adobe's CMO.com and accidental content marketer. With more than 20 years' experience in publishing, Moran shares his thoughts on the rise of content marketing, the transformation of publishing models over the past two decades, and the ongoing success of CMO.com.
Moran explains why an intimate knowledge of audience, and a strong editorial voice are powerful enablers in this emerging space.
This special episode of The CMO Show features a line-up of international guests, including co-founder and creative director at Velocity Partners, Doug Kessler; VP content solutions at St. Joseph Media, Jacqueline Loch; B2B content and inbound marketing creative at Lexmark, Jannay Oiknine; CEO and founder of Altura Interactive, Zeph Snapp; and marketing communications manager at Medical Mutual, Betsy O'Connell.
The largest in-person content marketing event of its kind, Content Marketing World is estimated to have made an almost $3.6 million impact on the local economy, as more than 3,500 attendees descended on Cleveland for the week.
And the take-home message? It appears that storytelling is front and centre when it comes to successful content marketing strategies. Speaker Michael Brenner told the audience that content marketers should approach marketing as if it's their job to tell stories that focus on the customer, not the brand. Quoting Ann Handley, Brenner reinforced the advice: “Take your brand out of the story—make your customers the hero.”
The move from CMO to CEO is one that’s becoming increasingly common, as customer experience continues to drive brand growth and awareness.
This week, in a CMO Show exclusive, Nick Baker sheds light on his recent transition from CMO at Tourism Australia to CEO at Australia’s leading gift experience retailer, RedBalloon. Crediting his strong creative background as having prepared him for the move, Baker talks about the knowledge it takes to succeed at the leadership table, as well as why brands have more success when they listen to their customers. It’s imperative to take note of what a customer thinks of your brand, rather than what you want them to think, he said.
“If you start with the notion that CMOs really are guardians of the customer, if you understand that your business is being driven by the customer and you’re a customer centric organisation, then it doesn’t seem such a long step to have a head of marketing, who is really a head of customer, as your leader.”
The challenge of being a modern marketer is staying connected with more people, staying on top of a million emails, making time for face-to-face networking that is effective and efficient, and getting productivity out of the whole of your life – not only your work.
In this week’s episode of The CMO Show, hosts Mark and JV are joined by world productivity and time management expert, Cyril Peupion, who teaches them all about the zone of peak performance and what it means to think quarterly, plan weekly and act daily. He also shares thoughts from his book, Work Smarter, Live Better.
“We’ve seen the evolution from office to open plan, from open plan to activity based, and from activity based to more and more flexible working where you can work from home,” Cyril says. “That’s great but there’s a danger. If you are putting collaboration in front of focus you actually in the end killing collaboration as well.”
When it comes to content marketing there are a few words on everyone's minds: Creation, curation, aggregation and dissemination.
On this week's episode of The CMO Show, co-hosts Mark Jones and JV Douglas talk about the impacts of the curation economy and whether or not that age-old adage actually holds any truth: Is sharing really caring?
Susannah George, the founder and managing director of The Urban List, also drops by to share her thoughts on how to utilise your content marketing strategy to engage your audience, especially given the projected growth from this sector in the coming year.
The marketing marathon: how to avoid the burnout.
Marketers today face so many distractions that it’s increasingly difficult to strike a balance between work and life, setting and achieving goals and maintaining focus and motivation.
This week, Glenn Dobson, managing director of the KONA Group and Iron Man triathlete, chats to co-hosts Mark Jones and JV Douglas about staying motivated, why empowerment is a redundant concept in HR and how to set new goals and challenges.
Glenn’s ability to structure his week around the four “big rocks” in his life – work, training, family and coaching – have allowed him to pursue his dreams of becoming a Kona Iron Man triathlete and world-leading sales coach. This structure, he says, is integral to keeping himself motivated and avoiding the burnout that so many marketers and executives experience.
“People often say, ‘how do you fit it all in?’ I train 16 hours a week for Iron Man and I spend a huge amount of time with my family. I run a business and I spend lots of time with clients. I don’t get bogged down in the minutia, I don’t get bogged down in the little things that can take up time.”
One of the biggest challenges for marketers and brands today is keeping track of content and engagement in real-time.
The best way to attract attention to your brand is by taking things to the next level, and what could be more out-of-this-world than marketing in the sky?
This week CEO and founder of Branding by Air, Duncan McIntyre chats to host Mark Jones about the growing marketing opportunities for brands in the airspace. With so many unique and innovative offerings, from skydiving and hot air ballooning to giant flying television screens, there’s really only one question that remains: are you game to give aerial marketing a try?
Author, Mentor, Leadership Coach and Speaker, Oscar Trimboli, debunked one of the biggest myths about mentoring in the marketing landscape when he dropped in for a chat with host Mark Jones. Oscar also shared some insights from his 30 plus years in the corporate space including what you can learn from Steve Jobs, calligraphy and Leonardo Da Vinci’s business card…
Managing Director at Rocket Fuel, JJ Eastwood, sheds some light on programmatic advertising and why there are so many misconceptions when it comes to this automated form of marketing. JJ also provides insight as to why companies need to invest in programmatic advertising and what all of those confusing acronyms really mean.
Ben Wagner, commercial director at contactless communications company Tapit, joins Mark Jones to discuss the latest buzzwords in marketing, including the Internet of Things (IoT). Technology is getting smarter and it's making the CMO's job easier, once they get their head around it of course.
Our guest, Nicole McInnes, marketing director at Pandora, shares the story about how the Internet radio service survived the dot-com crash. Nicole also reveals how she rose above an inherent anger she felt towards the blokey culture apparent in the advertising industry in the early 2000s.
Our guest, ADMA CEO, Jodie Sangster, talks to us about how comparing the Australian market to the US market is like comparing apples and oranges, assuring Australian marketers that we aren’t “behind”. Jodie also provides reasoning as to why companies need to keep their eyes out for geeks in ironic T-shirts.
Andy is CMO at cloud accounting software company, Xero, and is widely known for his previous role as CMO at Commonwealth Bank.
He joins Mark Jones, chief storyteller + CEO at Filtered Media, to talk about his new role and his theory that early adopters eat the laggards.
The CMO Show, a podcast about brand storytelling and the future of marketing. Our guest, Wayne Arnold, co-founded creative agency Profero in 1998.
Back then, he was sure digital would become fundamentally important to the marketing industry. It turned out he was right.
Now the global CEO of Lowe Profero, Wayne joins Mark Jones, chief storyteller + CEO at Filtered Media, to talk about APAC marketing and the challenges CMOs face in the region. They also chat about how Unilever used old-school Nokia mobiles to win most effective campaign of the year, and the attributes a CMO needs to become CEO.
Robert Rose, chief strategy officer at Content Marketing Institute, joins Mark Jones, chief storyteller + CEO Filtered Media; to talk about Content Marketing World Sydney, how to succeed in enterprise content marketing, and why Marriott, Red Bull and Kraft are getting it right. Warning: Contains a gratuitous reference to Guns N’ Roses.