David Garden, Group Marketing Manager at Australian Christan College, sits down with host Mark Jones to discuss how marketing professionals can use communication channels as tools to amplify a brand’s impact. Whether you have fond memories of the playground, thriving in your favourite classes and spending time with friends, or if you just got by day by day, one thing is undoubtable – school makes a lifelong impact on us all.  The experiences we have at school helps shape who we are for the rest of our lives. It’s a profound impact, and one which David Garden, Group Marketing Manager at A ..read more

Helen Thorpe, Head of Brand at batyr, sits down with host Mark Jones to discuss building on grassroots marketing, smashing the stigma around youth mental ill-health, and giving a voice to lived experiences. In a classroom of 30 students, seven of them will experience a mental health issue. Two students will reach out for support, but the other five are left not knowing where to turn – according to Helen Thorpe, Head of Brand at preventative mental health organisation batyr. batyr’s brand purpose is to turn that statistic around by “empowering and educating young people so that they can improv ..read more

John Roberts, Scientia Professor at University of New South Wales Business School, sits down with Mark Jones to discuss quantifying the impact of marketing and the role marketers play in corporate social responsibility. “Profits will continue to be essential and basic to corporate survival, but the major challenge to business today may be to meet the societal needs of a changing environment.” The above quote was not remarked by this week’s guest on The CMO Show, but it certainly could have been. This observation was noted way back in 1951. 50 years ago, the academic Journal of Marketing relea ..read more

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. Research shows that more than 90 per cent of our purchasing behaviours – and our decision-making more broadly – is controlled by emotion. This makes emotive storytelling – when used responsibly – a marketer’s most powerful tool for connecting meaningfully with customers and broadening a brand’s sphere of influence. Bianca Bryson, Chief Marketing & Partnerships ..read more

Anny Havercroft, 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. Anny Havercroft, Director of Brand Innovation and Marketing at Verizon Media ANZ, believes that marketers drive value within the organisations they are part of by seeking out and creating opportunities to learn and lead. “[Board experience] allows me to be a part of that solution from a board advisory point of view ..read more

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. Diversity of thought can enhance creativity and innovation.  According to a 2020 I&D report by McKinsey, the most diverse companies are now more likely than ever to outperform less diverse peers on profitability. Think about the inherent and acquired diversity of your marketing team, leadership wider organisation, customers and society at large:  What is your organisation doing to understand and r ..read more

According to Lisa Hresc – Director Brand, Marketing & Communications at the Benevolent Society – effective marketing strategy is built upon: careful listening to customers and staff, identifying and understanding needs, devising ways to address those needs; and capturing emotive stories of the journey and impact. “I truly believe in storytelling. It always has to be genuine. The true authenticity of their journey,” says Lisa. “For me, the unscripted brand stories that we’re doing right now with staff and with clients are going to build a huge montage of breadth of people and where they ..read more

Eva Ross, CMO at Sendle, sits down with host Mark Jones to discuss understanding impact, what it takes to build a sustainable brand, and how marketers can amplify their impact through storytelling. If you were to design a postal system from the ground up in the 2020s, it would likely have the following elements: be digital first, competitively priced, and carbon neutral.  It’s a good idea that’s already been taken by Sendle, Australia’s first 100% carbon neutral delivery service and a certified B Corporation. Their mission is to make door-to-door shipping “cheaper, simpler, faster and gr ..read more

The 2018 Accenture Strategy global survey revealed that 66% of consumers are attracted to buy from a certain brand over others (beyond price and quality) if it “has a great culture—it does what it says it will do and delivers on its promises. With this dynamic in mind, are you delivering on your brand promise? Renee Amor, General Manager Marketing and Communications at BPAY, believes in garnering a 360 degree understanding of a brand’s ecosystem in order to keep its brand promise. “We continue to ask businesses, financial institutions, and consumers, what they need. What stays the same is tha ..read more

The 2020 Edelman Trust Barometer revealed that 80% of consumers expect brands to solve society’s problems by being a force for good.  R U OK? is a non-profit organisation that exists to help prevent suicide by “inspiring and empowering people to meaningfully connect with those in their world and lend support when they are struggling with life”. “We make sure that the stories that we share, the messages that we create, are tested with people who have had a R U OK? conversation. So they’ve asked someone that they love, or been asked themselves to make sure that we’re reflecting what they l ..read more