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 answe...

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...

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....

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 poi...

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 step...

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 soft...

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...

"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 except...

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 singl...

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...

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....

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...

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 Prof...

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....

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 preparin...

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 c...

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 - an...

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 M...

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 coul...

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 drop...

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 im...

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 experienc...

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...

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...

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 Sh...