The CMO Show (ImpactInstitute)

In this episode of The CMO Show, Mark is joined by Emma Webster, Director at Hawker Britton Group.  

There are approximately 100 days to go until the US presidential election and candidates have only just been announced. It’s shaping up to be a widely controversial popularity contest.  

So what will cut through, and how might it be done? What types of personalities cut through the media, and how does this smart thinking attract audience attention? 

You might also like:

• How WithYouWith Me amplifies diversity in tech talent

• How The Conversation is rising above the chatter

• How Adobe is driving dynamite digital experiences

The CMO Show is produced by ImpactInstitute, in partnership with Adobe. Visit our websites to learn more about what we do. 

www.impactinstitute.com.au 

https://business.adobe.com/au/

Chartered Accountants ANZ CMO, David Breust, sits down with host Mark Jones to discuss the trick to marketing membership organisations.

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.

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.

Ian Harvey Ross, Head of Marketing at Deaf Services and the Deaf Society sits down with host Mark Jones to discuss performative vs authentic empathy, and the journey of creating a single, meaningful brand from the merger of two organisations.

Resources

• Deaf Services
• Deaf Society

You might also like…

• Ryan Barlow on brand responsibility at McGrath Foundation
• Renee Amor on keeping a brand’s promise at BPAY

Caroline Swarbrick, Senior Director of Marketing, Sales & Customer Experience at Vistaprint sits down with Mark Jones to discuss the impact of good customer experience, and how marketers can adapt to the immense change brought about by digital transformation. 

Resources

• Vistaprint 
• Vistaprint dives deeper into design 

You might also like…

• Eva Ross on understanding impact at Sendle (B Corp)
• Amy Smith on brand purpose at T2 Tea
• Helen Thorpe on giving a voice to lived experiences (batyr)

Caroline McDaid, CEO at Australia’s leading IT social enterprise, WorkVentures, joins Mark Jones to discuss the art and science of impact storytelling. 

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.

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.”

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.

On this episode of The CMO Show we meet Sherilyn Shackell, Founder and CEO at The Marketing Academy, an NFP helping some of the world’s best marketers bring their unique skills and purpose to the boardroom table. 

Hear Sherilyn’s extraordinary story of how the organisation came to exist, and her insights into why marketers – perhaps more than anyone – have the power to truly change the world.

You might also like:

• How WithYouWith Me amplifies diversity in tech talent

• How The Conversation is rising above the chatter

• How Adobe is driving dynamite digital experiences

The CMO Show is produced by ImpactInstitute. Vist us at impactinstitute.com.au

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.

Jennifer tel Seldam, Marketing Director at SEEK, sits down with host Mark Jones to discuss brand beliefs and influencing customer behaviour through storytelling.

Resources

• SEEK Sleepmix
• The SEEK Sleepmix Is Helping To Ease Anxiety And Put You To Sleep

You might also like…

• Louise Cummins on marketing, innovation & storytelling at H&R Block
• DJ Dikic on solving pain points & designing ‘joyful’ CX at Tint
• Fiona Le Brocq on brand relevance

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.

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.”

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.

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.

Consumers today expect information in real-time. As a result, brands are challenged to produce more content with less budget and provide experiences across more channels than ever before.  

So, how can brands meet customer expectations and deliver great experiences?  

On this episode of The CMO Show, Mark is joined by Loni Stark, VP of Content and Commerce at Adobe, leading global product strategy, product management, and marketing.   

Marketers are always looking for better insights about customers in real-time. What’s the best way forward for brands? Dive in to find out. 

You might also like:

• How WithYouWith Me amplifies diversity in tech talent

• How The Conversation is rising above the chatter

• How Adobe is driving dynamite digital experiences

The CMO Show is produced by ImpactInstitute, in partnership with Adobe. Visit our websites to learn more about what we do. 

www.impactinstitute.com.au 

https://business.adobe.com/au/

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.

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."

What's it like to build a bank from the ground up? Dean Gillespie, CEO of Islamic Bank Australia, sits down with Mark Jones to chat about how they are marketing Australia’s first Islamic bank on this episode of The CMO Show.

It might be surprising, but only 2.6% of board members have marketing experience, according to the Marketing Science Institute. 

Why might that be the case?

According to Cheryl Hayman, non-executive director, it is because the marketing function is often misunderstood. 

“I think everybody always thought that was a skill that was in the organisation and didn't need to be around the board table,” Cheryl says. “What we do isn't black and white, and that's what makes it hard for people to understand.”

Cheryl is on the board of a number of companies and organisations, including HGL Limited, Peer Support Australia and Chartered Accountants Australia & New Zealand. With a background in marketing, Cheryl is an outlier on a lot of boards, and is passionate about promoting the value marketers bring to the table.

“I think we're often put in a box and described as being from the ‘colouring-in’ department. We are so much more than that, we are the entire toolbox and you need a huge amount of really diverse skills to take a product or service to market,” Cheryl says.

The things that equip marketers as great marketers also makes them great members of boards - being insight driven, growth oriented and being accountable for return on investment. Cheryl says, “We have to know a little bit about a lot in order to actually ask the right questions and get the very best from the people we want to help us bring the best success to the organisation.”

“I think that's been somewhat undervalued, and as marketers, we need to up our view on the value of those things,” she says.

Cheryl explains one of the best things about being on a board is the diversity of representation. “You sit around a board table and everybody's different by and large. What I love about it actually is you meet really different and interesting people that you may never have come across in your normal functional role in a corporate sector,” she says.  

What advice does Cheryl have for marketers keen to join the board at the table? “You have to be open to be curious, to be unafraid, to ask questions and to recognise you are often with people who have a lot more experience than you.”

To hear more from Cheryl Hayman and find out how marketers can use the power of self-promotion, tune into this episode of The CMO Show.

Resources

• Mentor Walks

You might also like…

• Renee Garner on diversity of thought & inclusive leadership in marketing (amaysim)
• Anny Havercroft on seizing opportunities to learn & lead (Verizon Media)
• Katherine Raskob on the transition from CMO to CEO

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.

Richard Spencer, 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

• Business Australia
• The Company You Keep
• Business Australia's Coronavirus Resources

You might also like…

• Fiona Le Brocq on brand relevance
• David Breust on marketing membership organisations
• Ric Navarro on customer-centric marketing strategy

Susan Coghill, Chief Marketing Officer at Tourism Australia sits down with Mark Jones to discuss scenario planning, what it takes to pivot without panic, and how marketers can amplify their impact through strategic collaboration and storytelling.

Resources

• Tourism Australia
• Holiday Here this Year

You might also like…

• Lisa Hresc on the power of partnerships (The Benevolent Society)
• Mark Jones on making marketing meaningful in 2021
• SenateSHJ on the valuable lessons 2020 has taught marketers

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.

In this episode of The CMO Show we meet Cathy Rennie Matos, Head of Sustainability (ANZ) at Specsavers.

Cathy sheds some light on what sustainability means for Specsavers at a local and global level, and how her role is an opportunity to apply her skills in marketing, PR, CSR and stakeholder management to grow and achieve the company’s ESG goals. 

You might also like… 

• How Reflections Holiday Parks is leaning-in to sustainable tourism

• How Heaps Normal is finding new solutions to old problems

• How Thankyou lets its values do the talking  

Credits

The CMO Show production team 

Producer – Rian Newman 

Audio Engineers – Ed Cheng & Daniel Marr  

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.

Innovation psychologist Dr Amantha Imber dives deep into the importance of strategy, clear process and culture in fostering innovation.

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.

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.

Renee Garner, 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

• Q&A with Amaysim's CMO Renee Garner: Getting consumers to 'love' telcos, and how to bounce back when you're at your worst
• Big Love Legends  

You might also like…

• Anastasia Symons on achieving cut through at R U OK? 
• Eva Ross on understanding impact at Sendle 
• Amy Smith on brand purpose at T2 Tea

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.

Resources

• T2 Tea 
• T2 leads on setting and meeting sustainable business goals 
• Brewing Force for Good: Global Tea Company T2 Joins Sustainability Movement 

You might also like…

• Louise Cummins on marketing, innovation & storytelling at H&R Block
• Paul Gloster on understanding consumer beliefs at Lyre's Spirt Co
• Fiona Le Brocq on brand relevance

Thinkerbell founder Adam Ferrier shares his insights into the psychology of brand loyalty, and why marketers need to avoid short term thinking.

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.

Anastasia Symons, 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

• Lifeline Australia - 13 11 14 
• R U OK?: A conversation could change a life 
• How to help someone who isn't okay 

You might also like…

• Ryan Barlow on brand responsibility at McGrath Foundation 
• Suzana Ristevski on simplifying complexity at NAB 
• Amy Smith on brand purpose at T2 Tea

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."

In this special edition episode of The CMO Show, Mark Jones from Filtered Media, speaks to Paul Holmes at the PROI conference in Portugal. Paul shares his thoughts on why authentic storytelling is critical to the success of a company.

On this episode of the CMO Show, Mark sits down with Angus Keene, Managing Director at Twitter Australia and New Zealand, to discuss how marketers can navigate the service's signal to noise ratio and the emerging trends brands need to pay attention to. 

Resources 

The Conversation: Twitter Trends 2022 

 You might also like… 

• How Who Gives A Crap finds creativity in the conventional 
• How Ben & Jerry's mix marketing and meaning 
• How Zeller drives growth through brand storytelling 

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."

Angela Scaffidi and Brendon O’Connor 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

• SenateSHJ
• Senate SHJ Togetherness Index

You might also like…

• Vanessa Lyons on brand transformation 
• Amy Smith on brand purpose at T2 Tea
• Louise Cummins on marketing, innovation & storytelling at H&R Block

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).

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.

Are you a fan of true crime stories? Chris Taylor, CMO of the Heart Foundation talks fear-based marketing with a trending twist.

On this episode of The CMO Show, a panel of marketing industry experts discuss how to navigate client/agency relationship dynamics.

Welcome to 2022! In this episode of The CMO Show, Mark Jones shares his top five focus areas for marketing leaders for the year ahead.

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.

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.

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).

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.

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.

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.

Nicole McInnes, 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

• WW app
• WW's virtual workshops
• WW's shift from physical to virtual offerings

You might also like…

• Brent Hill on video content and collaboration during COVID-19 at SATC
• Ashley Killeen on brand storytelling during COVID-19 at OzHarvest
• Fiona Le Brocq on brand relevance

We know there’s a shift in the air. Jobs are transforming right before our eyes.  

With the rise of Generative AI, it seems as though there’s a new role crawling out of the woodwork everywhere we turn. 

On this episode of The CMO Show, we’re joined by Liana Dubois, Chief Marketing Officer at Nine Entertainment, Dan Ferguson, Chief Marketing Officer at Adore Beauty, and Angie Tutt, former Head of Marketing at LEGO Group. They tease a new concept – the one of the Chief Multipurpose Officer. 

You might also like:

• How WithYouWith Me amplifies diversity in tech talent

• How The Conversation is rising above the chatter

• How Adobe is driving dynamite digital experiences

The CMO Show is produced by ImpactInstitute, in partnership with Adobe. Visit our websites to learn more about what we do. 

www.impactinstitute.com.au 

https://business.adobe.com/au/

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.

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.

"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."

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.

Adriane McDermott, Chief Marketing Officer at Seafolly, talks to host Mark Jones about why curating customer experiences is the future of brand marketing.

Pamela Bishop, 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

• Blooms The Chemist 
• Blooms The Chemist CMO's lessons from the COVID-19 frontline 
• Blooms The Chemist: Lessons Learnt from the Frontline of a Health Emergency 

You might also like…

• Vanessa Lyons on brand transformation 
• Amy Smith on brand purpose at T2 Tea
• Louise Cummins on marketing, innovation & storytelling at H&R Block

Content warning: we touch on some sensitive topics in this episode that could be triggering for some listeners. 

On this episode of The CMO Show we talk to Danielle Hodgson, Chief Operating Officer at the Miracle Babies Foundation: an organisation that supports premature newborns, their families, and the hospitals that care for them. 

Danielle discusses how the team at Miracle Babies cuts through the noise in a crowded charity landscape, and how partnerships with parents and corporate organisations are key to rallying support.  

• How Reflections Holiday Parks is leaning-in to sustainable tourism

• How Collective Wellness Group is making gains in the fitness industry

• How Heaps Normal is finding new solutions to old problems

The CMO Show is produced by ImpactInstitute. Visit our website to learn more about us. 

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.

On this episode of The CMO Show we meet Margy Vary, CMO at The Conversation, a global, not-for-profit publication that pairs academics with journalists to share knowledge for free.

Margy shares her tactics for building trust and growing an audience and why social impact and responsibility is on The Conversation’s radar as much as it is for any other organisation.

You might also like…

• How Reflections Holiday Parks is leaning-in to sustainable tourism

• How Collective Wellness Group is making gains in the fitness industry

• How Heaps Normal is finding new solutions to old problems

The CMO Show is produced by ImpactInstitute, we're an impact advisory, storytelling and events firm. Visit our website to learn more. www.impactinstitute.com.au

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.

Bianca Bryson, Chief Marketing & Partnerships Officer at International Justice Mission sits down with Mark Jones to discuss how the marketing function is transforming, and how marketers can use creativity as an agent of change.

Resources

• International Justice Mission Australia 

You might also like…

• Lisa Hresc on the power of partnerships (The Benevolent Society) 
• Eva Ross on understanding impact at Sendle 
• Anny Havercroft on seizing opportunities to learn & lead (Verizon Media)

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.

As marketers, it's easy to rely on experience and accumulated wisdom as a default decision-making lens, especially when it comes to your bread and butter. But let’s shake it up. 

When it comes to marketing evidence-based decisions to grow your brand, you might need a little more support. 

On this episode of The CMO Show, we chat to Professor Rachel Kennedy, Associate Director, Product Development, at the Ehrenberg-Bass Institute for Marketing Science based in the University of South Australia. 

You might also like:

• The future of retail media with Coles360

• Adapting to the age of Chief Multipurpose Officers with Nine, Adore Beauty, and LEGO

• Adobe Digital Report 2024: Trends shaping our digital experience

The CMO Show is produced by ImpactInstitute, in partnership with Adobe. Visit our websites to learn more about what we do. 

www.impactinstitute.com.au 

https://business.adobe.com/au/

You might also like:

• How WithYouWith Me amplifies diversity in tech talent

• How The Conversation is rising above the chatter

• How Adobe is driving dynamite digital experiences

The CMO Show is produced by ImpactInstitute, in partnership with Adobe. Visit our websites to learn more about what we do. 

www.impactinstitute.com.au 

https://business.adobe.com/au/

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.

Paul Gloster, 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

• Lyre's Spirit Co
• Lyre’s Shows Just How Far the Non-Alcoholic Spirits Industry Has Come 
• How the founder of non-alcoholic spirits brand Lyre’s spotted a ‘tectonic shift’ to take on the world 

You might also like…

• Louise Cummins on marketing, innovation & storytelling at H&R Block
• DJ Dikic on solving pain points & designing ‘joyful’ CX at Tint
• Fiona Le Brocq on brand relevance

Thankyou co-founder, Justine Flynn, stops by the virtual studio to bring Mark up-to-speed on the refreshed brand and direction for the beloved social enterprise. From measuring and communicating impact to the unexpected perils of drawing an imperfect circle - there’s lots to take away from this episode of The CMO Show.

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.

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...

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.

Jessica Ruhfus, founder and CEO of Collabosaurus talks “tapping into new target markets and growing your network” with the power of collaborative marketing.

Louise Cummins, 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

• H&R Block
• H&R Block says it's ready to help consumers through this year's complicated tax season in new ads
• H&R Block launches 'The Big Questions' campaign by The Works and PHD

You might also like…

• Ashley Killeen on brand storytelling during COVID-19 at OzHarvest
• Brent Hill on video content and collaboration during COVID-19 at SATC
• Fiona Le Brocq on brand relevance

There’s nothing like a good Aussie road-trip and no road-trip is complete without a good pit-stop. While Maccas fries or a 3-week-old hot dog might feel like a good idea at the time, it never takes long for the pangs of regret to set in. 

Turns out there’s a healthier option available and it’s making big inroads in the quick service restaurant (QSR) sector. On this episode of The CMO Show we meet James Wood, Marketing Director at Oliver's, a quick service whole foods brand with 18 restaurants along Australia’s east coast. 

James reflects on some of the challenges and opportunities that come with being a disruptor in the QSR space, and how Oliver’s is finding its groove at just the right time. 

You might also like…

• How Reflections Holiday Parks is leaning-in to sustainable tourism

• How Collective Wellness Group is making gains in the fitness industry

• How Heaps Normal is finding new solutions to old problems

On this episode of The CMO Show Sheerien Salindera, APAC Digital Strategy Lead at Adobe, steps into the hot-seat.

Sheerien offers her insights into today’s digital economy, the exciting new technologies consumers have in their sights, and how Adobe is leading by example in the world of digital experiences.

You might also like…

• How Reflections Holiday Parks is leaning-in to sustainable tourism

• How Collective Wellness Group is making gains in the fitness industry

• How Heaps Normal is finding new solutions to old problems

Credits

The CMO Show is brought to you by ImpactInstitute. Contact us at www.impactinstitute.com.au

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.

David Garden, Group Marketing Director at Australian Christan College, sits down with host Mark Jones to discuss building trusted stakeholder relationships and partnerships, the role of shared and earned media in establishing trust with your audience, and how marketing professionals can use communication channels as tools to amplify a brand’s impact.

Resources

• Australian Christian College
• ACC Distance Education 

You might also like…

• Professor John Roberts on Better Marketing for a Better World (BMBW) 
• Bianca Bryson on emotive storytelling at International Justice Mission
• Ryan Barlow on brand responsibility at McGrath Foundation

In this episode of The CMO Show we welcome Roni Millard, CMO at Equifax — a company becoming more visible at a time when we really need them to be.

It’s a world of big data, machine learning and lots and lots of numbers, but it’s storytelling and authentic human connections that are taking Equifax to another level. Hit play below to hear Mark’s conversation with Roni Millard.

Renee Gangemi, Head of Marketing at TEDxSydney, talks to host Mark Jones about how the idea platform approaches event and content marketing.

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.

Renee Amor, 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

• Drag artist Leasa Mann fronts BPAY's campaign to help people in need 
• BPAY appeals to Australians to help pay the bills of drought-affected farmers 
• BPAY presents Australian drought stories in online art exhibition via BMF 

You might also like…

• Amy Smith on brand purpose at T2 Tea
• Ryan Barlow on brand responsibility at McGrath Foundation 
• Suzana Ristevski on simplifying complexity at NAB

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.