Rethink Think with Google

Traditional and digital media have long operated in silos, and with an ever increasing number of screens and platforms it can seem overwhelming and bring a temptation to revert to old media habits rather than try to master a new art. In our final episode of the series, two industry heavy hitters share their recipe for tasty media ROI. As always, the secret is in how they mix their ingredients! Welcome to Rethink, a podcast by Think with Google. We’ve been through so much together this season!  We’ve looked at how to grab people’s attention, we’ve highlighted how diverse creatives and workplaces are smart business and we’ve worked out that people will actually watch your ads, as long as they’re good!   And in the final episode we’re focused on the media mix and how to make sure you get the best bang for your buck. Today’s challenge is all about the best mix for a mid/post covid world... “I get how we now have 10x more media options than there are hours in the day, which I guess reflects how consumers spend their time now. But everyone seems to have an opinion on the ‘right mix’ to drive effectiveness.  To help work out the best way to divvy up your marketing budget in this fragmented media landscape we chat to Rachael Powell, Google’s Head of Consumer and Market Insights. Brent Smart, Chief Marketing Officer for IAG, shares why emotional storytelling needs to play out over a variety of screens if you're really going to hit people in the feels and connect with them. And to bring it home, we check in with Mark Lollback, CEO of Group M Australia who shares his experience of getting the mix right using the three C’s - channel, context and creative planning.  If you’re ready to give things a stir and rethink the mix, check out this episode... FURTHER READING For advice on how to put together the optimal media mix check out the latest from Think with Google… Check out the latest trends and insights to rethink your mix – g.co/rethinkthemix Les Binet, Mark Ritson and Paul Sinkinson talk marketing effectiveness in our latest Think with Google virtual brekkie. Catch up on demand here. What you should be doing right now to rethink your media mix.  For even more great insights head to thinkwithgoogle.com.au  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton

We’ve seen positive shifts in diversity, equity and inclusion in the marketing industry. But COVID-19 is proving to be the mother of all distractions, and while it’s easy to forget about the important issues when they’re out of our line of sight (while working from home) how can we promote the tangible benefits of diversity, equity and inclusion and accelerate this positive change. Welcome to Rethink, a podcast by Think with Google. The idea of creating more diverse and inclusive workplaces is something people have been fighting for for years but it’s still taking time for companies to turn this into real, meaningful change. In this episode, we're talking diversity, equity and inclusion, and how it positively impacts business. Especially when it’s clear that if people inside the four walls of your office are reflective of people outside it you get a better culture, better creative and ultimately, a better bottom line. Today’s challenge comes from creatives Jess and Grace who want to know how the advertising industry is making diversity a reality. “A lot has been said about the need for diversity in advertising - both in the industry and the actual work. But what we wanna know is…what are we actually doing? How are we making it a more formal part of the creative process, so that agencies and clients not only include but amplify diverse voices?” To help us answer this we chat with Tara McKenty, a Creative Director at Google and co-founder of RARE, a platform that drives diversion and inclusion in tech, media and creative industries. Consultant Karen Ferry shares her experience and quotes diversity advocate, Verna Myers, to illustrate clearly the difference between diversity and inclusion. And Barb Humphries, Creative Director at The Monkeys tells the story behind the diverse casting decision for the Meat and Livestock Australia Company’s 2017 Spring Lamb ad. Diverse opinions, experiences and perspectives mean diverse ideas, and when ideas are your business that’s got to be a good thing. So if you want to know more, check out this episode...FURTHER READING Want to learn more about how diversity and inclusion can make your brand messages and your business more powerful? Check out the latest from Think with Google…Video: Harnessing the power of diverse perspectives What 2.7M YouTube ads reveal about gender bias in marketing 9 ways we’re changing habits, so we can make more inclusive marketing at Google The power of difference: How to hire and retain diverse teams in brands and agencies CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton

With many of you not even making it to the end of this description, what chance do our ads have? Despite all the switching, skipping and multitasking, Rachel discovers that brands like Lynx and Dettol have found ways to overcome this ad-ttention deficit. Hear how they harness the power of context, with messages that not only reach their audience, but move them too. Oh, and if you’ve made it this far, hopefully you’ll be moved to hit ‘play’. Welcome to Rethink, a podcast by Think with Google.  For those of you who enjoy reading about what you're about to listen to - here you go: Today's episode is all about attention. Something that's even harder to grab when we're all scrolling through socials, binge watching the latest shows, looking up YouTube videos or swiping right on a few potentials. We can be waist deep in distractions without even leaving the couch, so how do you not only get people's attention, but keep it?  Today's challenge is about grabbing the attention of the right customers.... "It's been a tough few months for my client, so naturally they're super focussed on maximising reach with their next campaign - but reach doesn't always equal impact. How can I convince them that what they really need right now is to grab the attention of the right customers to get that impact?" To help us answer this we chat to some of the people behind the very successful Lynx Australia campaign, Unilever's Brand Manager, Kate Westgate, and Jamie Crick, Head of Distribution and Analysis at Emotive. RB Health's Marketing Director, Henry Turgoose takes us on the marketing journey Dettol found themselves on when the whole world was looking for Dettol productions and coming up short. And Stuart Pike, Head of Google's Consumer and Market Insights team for Asia-Pacific takes us through some of the data on where many customers have the highest attention score.  Want inspiration on how to capture your customers attention? Check out this episode... FURTHER READING For some more information on finding and keeping your customers attention check out the latest from Think with Google... What drives attention? Exploring the new front line of ad effectiveness How behaviours influence our attention with Rachael Powell (Google) and Mark Henning (Kantar) How Lynx embraced authenticity to inspire a hard-to-reach Aussie audience on YouTube For even more great insights head to thinkwithgoogle.com.au  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton

Rachel discovers that the four words Bill Bernbach, David Ogilvy and Neil French would say today are ‘I told you so’. Because whilst we all agree it’s getting harder and harder to break through the noise, creativity is still the last unfair advantage brands are allowed to take. But even though bravery is subjective and hard to measure, we hear from brands like Aldi and Klarna who are using data to maximise the impact of creative storytelling. Welcome to Rethink, a podcast by Think with Google.  Today's episode is all about what it takes to don your armour, grab your sword and charge into the battle of creativity....that was probably a bit much wasn't it.  But coming up with brave creative doesn't have to involve dressing up like you're ready to joust.  It's about standing out in a sea of sameness.  It's about saying the things people are thinking but that other brands don't seem to be comfortable saying and when you get that right you end up with an ad that makes people think "Finally! Someone is listening." And today's challenge is about how to use science to achieve that result.... "We keep hearing that brave creative works. The problem is, bravery is pretty subjective and difficult to measure, so it can be hard to get everyone on board. Is there a way of using data to know how far we should go?" To help us answer this we chat with BMF's Group Strategy Director, Kinga Papp, and Creative Director, David Fraser about Aldi's unprecedented ad for these unprecedented times. Andrea Darling, Marketing Director at Klarna talks us through how you manage to capture people's attention when you've got zero brand awareness and people are stuck inside their homes. And Fiona Walford, Head of Creative development at Google ANZ explains how we can use data to work out how far we can push the envelope.  Want to work out how to stand out? Check out this episode.... FURTHER READING Want to learn more about how data can help you come up with brave creative? Check out the latest from Think with Google.. The latest observations on creative effectiveness amid COVID-19 When creative and media come together, sparks fly Google's Unskippable Labs has run over 250 video ad experiments. Learn their approach How to ensure your video creative is driving performance For even more great insights head to https://www.thinkwithgoogle.com.au/  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton

Rachel goes down the customer journey rabbit hole and gets curiouser and curiouser about the question “How can brands show up in the right place, at the right time, and say the right thing?” Welcome to Rethink, a podcast by Think with Google.  If you think consumers are going on a purchase journey that involves "Me like. Me buy" you've waaaaay oversimplified things/  Add to that, we're in the middle of a global pandemic and you've got the inspiration for today's challenge.... "It's my role to get my clients' ads in front of the right people at the right time. But consumer behaviour is more unpredictable than ever right now, so how can we bring brand top of mind when they're at the point of purchase?" To nut this one our we chat to Rhys Williams, director of media sales specialists at Google who helps us detangle the Messy Middle that is path to purchase. Mike Daniels, Founder of the Behavioural Architects steps us through the seven principles that can help your brand stand out (even in a crisis). And we head across the ditch to chat to Gemma Bevan who worked on NZ's United Against COVID-19 campaign to find out how you galvanise an entire population.  After this episode you'll never think of path to purchase as linear again.  FURTHER READING Want to learn more about how to get in front of consumers when they don't even know how they make their decisions? Check out the latest from Think with Google... Check out our four-part video series to see how behavioural principles affect people from awareness to purchase.  Dig deeper into our research on consumer behaviour to explore a new model of decision-making. For even more great insights head to https://www.thinkwithgoogle.com.au/ CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton

Rachel Corbett encounters a world of commuters who’ve stopped commuting. How have businesses jumped from chatty radio hosts, and witty billboards, to quick click delivered stuffed crusts? She finds unexpected answers to the question “What’s the most effective way to reach and engage consumers in this challenging environment?” This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Theme: Taka Perry Engineer: Adrian Walton