Thats What I Call Marketing

TWICM 223: Ex-Telstra & IAG CMO Brent Smart on The Creative Conviction That Changes Businesses

5.6K views · 2d ago · 53:24

Brent Smart, former CMO of Telstra and IAG, joins That’s What I Call Marketing to discuss how creative conviction builds brands, changes businesses and makes marketing more effective. From rebuilding NRMA Insurance around its heritage of help to changing how Australians felt about Telstra, Brent explains how to get a business behind bold creative work, protect brand investment under pressure and give it time to deliver commercial results.

Topics: Missing law school by one mark · What agencies teach future CMOs · Protecting creative ideas inside a corporation · Marketing science: Australia, the UK and America · Moving from agency CEO to insurance CMO · Why low-involvement categories need creativity

TWICM 222: Designing An Unmistakable Brand with Georgina Leigh-Pemberton MD Turner Duckworth

41K views · 1w ago · 42:30

Guest: Georgina Leigh-Pemberton MD Turner

Georgina Leigh-Pemberton, Managing Director of Turner Duckworth London, joins That’s What I Call Marketing to discuss how design builds unmistakable brands, why restraint matters and how to make the business case for a redesign. You’ll understand how to identify the assets worth protecting, bring stakeholders with you and give a brand room to evolve while keeping what makes it recognisable.

Topics: Jim Beam: finding a brand world on the porch · Packaging, Yorkshire Tea and the move into design · The role of design in marketing effectiveness · Why design takes patience · Managing a redesign across complex organisations · McDonald’s: building consensus around the brand

TWICM 221: Make Your Mark Ep 2 with Dee Cunniam of Britvic Ireland

34K views · 2w ago · 36:06

Guest: Dee Cunniam

Dee Cunniam, Head of Brand Marketing and Innovation at Britvic Ireland, joins That’s What I Call Marketing to discuss growing iconic Irish brands, leading through change and building a marketing career that keeps moving forward.

Topics: Britvic Ireland and its portfolio of brands · Eighteen years in one business, many different roles · MiWadi: protecting the brand while responding to change · Functional benefits, 0% sugar and product innovation · Making the commercial case for brand investment · Ballygowan: from mineral water to new drinking occasions