77 episodes

Host Adam Fraser interviews marketing industry thought leaders from around the globe, including CMOs, academics, authors, consultants and speakers in this podcast about the strategic marketing landscape. By speaking to the brightest minds in the global industry with a wide ranging 'fire side chat' interview approach, this podcast will help you rise above the noise to join the dots and make sense of the fast moving and ever changing marketing sector.

Let's Talk Marketing Adam Fraser

    • Marketing
    • 5.0 • 4 Ratings

Host Adam Fraser interviews marketing industry thought leaders from around the globe, including CMOs, academics, authors, consultants and speakers in this podcast about the strategic marketing landscape. By speaking to the brightest minds in the global industry with a wide ranging 'fire side chat' interview approach, this podcast will help you rise above the noise to join the dots and make sense of the fast moving and ever changing marketing sector.

    Peter Levitan talks about how to build value and standout in today's agency landscape

    Peter Levitan talks about how to build value and standout in today's agency landscape

    This episode today is for agency owners and agency personnel.

    Peter Levitan is the founder of Peter Levitan & Co and author of "The Levitan Pitch Buy This Book Win More Pitches". He is a seasoned advertising agency business development consultant with 30 years of agency experience including building his own agency and managing business development at Saatchi & Saatchi Advertising Worldwide. He shares his insight from each stage of his career and how to build value to drive leads faster and stand out in today's agency landscape.

    In this episode, we discuss:

    •The back story behind his career and how he came to build his own agency
    •COVID and its role in accelerating trends such as digital transformation and remote working
    •The process of reinventing yourself across varied career roles
    •How agencies should assess opportunities as they arise
    •The art of communication and presentation to perfect a successful pitch to clients
    •Guidance for those who wish to exit the agency space and the importance of building agency value for sale

    Three Quick Questions:

    •A business book you recommend? - Chasing the light - Oliver Stone
    •Person to follow on social media or digital media? - Neil Pate (He has a daily podcast 'Marketing School')
    •One on one dinner with a living person? - Jennifer Lawrence - she makes engaging tik toks, she's an actress and I think she'd make an absolutely delightful dinner companion!

    To find out more visit https://peterlevitan.com/

    • 40 min
    Pamela Bishop talks marketing in pharmaceuticals

    Pamela Bishop talks marketing in pharmaceuticals

    Pamela Bishop is the CMO of Blooms the Chemist. Whilst she is from Ireland, she has spent the last 14+ years in Australia. Her career began in retail working for a pharmacy which then led to store manager followed by Pamela entering the corporate side of pharmaceuticals. She spent 10 years in merchandising and supply chain for Bloom's, followed by 4 years leading the merchandising and marketing team. More recently, this year she was promoted to CMO, leading marketing and communications with a huge focus on corporate social responsibility. Pamela has had a long and continuing stint at Blooms the Chemist having been there for the last 14 years.

    The key for Pamela is putting customers at the forefront of all that Blooms the Chemist does.

    In this episode, we discuss:
    - The retail landscape and an omnichannel approach
    - Shift in the landscape- migrating to online business.
    - Disruption and tech as an enabler of rapid change in retail.
    - Retailers responsibility amidst rapid change.
    - Retailers and exec need to keep their fingers on the pulse of changes, so they are not left behind.
    - Most vulnerable categories: All. Department stores have been battling disruption for a long time now, they were once empires and now they are struggling. Consumer habits have changed, there is more online shopping.
    - Overview Pharmacy industry and Blooms the Chemist
    - Physical availability for the pharmacy industry. Convenience as a major determinant.
    - Relationship between customer and pharmacists as key.
    - Major category and segments within the pharmacy industry
    - E-health and digital transformation post COVID.
    - Blooms Brand strategy with a focus on people.
    - Support for community during COVID.
    - Moving from print media to digital media in order to reach customers in a way that meets their needs
    - Positional and solutional based marketing
    - Drivers behind Blooms Loyalty scheme.
    - Working in the pharmacy industry during COVID.
    - Adapting and becoming agile in order to serve customers in short notice during COVID
    - Future of the pharmacy sector and the affects of the vaccine.
    - Key innovations and changes for 2021

    Three Quick Questions:
    - A business Book you recommend - 7 Habits of highly effective people: Stephen Covey
    - Person to follow on social media or digital media? - Ariana Huffington
    - One on one dinner with a living person? - My family in Ireland. It's by dads birthday so would like to have taken him for a birthday dinner.
    To find out more about Pamela or to contact her, connect with her on LinkedIn:
    https://www.linkedin.com/in/pamelasiobhainbishop/

    • 45 min
    Mat Zucker talks about his book 'Bronze Seeks Silver' and shares reflections on his career to date

    Mat Zucker talks about his book 'Bronze Seeks Silver' and shares reflections on his career to date

    If you want to hear tips and advice from an individual with a varied career background in marketing, this episode is for you!
    Mat Zucker is a recognised creative, an industry leader in advertising and sales and now a partner at a global management consultancy, Prophet. With a wealth of career experiences across different fields, Mat shares his insight and lessons learnt from each stage of his career and the inevitable need to be resilient and adapt to a rapidly accelerated environment.
    In this episode, we discuss:

    •The back story behind his book and expanding on his reflections and key takeaways of each career role
    •The value of insights to share with others and building reciprocated relationships
    •Learning how to be invaluable as a 'number 2' and how that sets an individual to be a 'number 1'
    •The essential need for soft skills to navigate across different careers
    •When and if it's necessary to move and transition to a different role based on the type of work and the desire to be challenged
    •How to distinguish between being passionate and what you're good atThree Quick Questions:

    •A business book you recommend? - Ogilvy on Advertising - David Ogilvy
    •Person to follow on social media or digital media? - Dave Pell (Find him on twitter at @davepell)
    •One on one dinner with a living person? - Bob Knorpp who runs the TheBeanCast podcast

    To follow Mat Zucker on twitter - @matzucker
    To find out more about his book visit http://bronzeseekssilver.com/ and message him for a secret discount code for the book!

    • 46 min
    Joseph Jaffe talks CoronaTV and finding purpose and connection amidst the pandemic

    Joseph Jaffe talks CoronaTV and finding purpose and connection amidst the pandemic

    Author, speaker and serial entrepreneur Joseph Jaffe is back on the podcast. This time, Joseph is delighted to share his most exciting project to date, CoronaTV - a weekly podcast about hope, positivity and optimism with a touch of marketing.

    Since Covid changed life as we know it, Joseph has been on a mission to rediscover his own purpose while providing inspiration and motivation to the community wide and far. Together with some of the very best marketers, thought leaders and speakers (including P&G's Marc Pritchard, NBA legend Jamal Mashburn and rockstar Mark Schulman to name a few), Joseph gives us the authentic, unfiltered stories that truly matters. At a time when brands are struggling to provide genuine connections, Joseph is showing the world what true customer centricity is all about.

    In this episode we discuss:

    •The end of the corporate era and why size is no longer a growth enabler
    •Embracing brand mortality and building organisations that lasts
    •Mental health, connection and finding your purpose amidst a pandemic
    •From 'me' capitalism to 'we' capitalism - why brands should be serious about social good
    •Brand activism, picking sides and joining the conversation


    Three Quick Questions:

    •A business book you recommend? - CoronaTV
    •Person to follow on social media or digital media? - Peter E Rork, co-founder and president at the animal rescue transport organisation Dog Is My CoPilot and Tom Morris, leading public philosopher and pioneering business thinker
    •One on one dinner with a living person? - Donald Trump

    Want to get your hands on Joseph's latest book? Check out Built to Suck
    To watch an episode of CoronaTV, visit www.coronatv.show or subscribe to the show at http://bit.ly/coronatvsubscribe

    • 44 min
    Dan Monheit talks behavioural economics and heuristics

    Dan Monheit talks behavioural economics and heuristics

    Dan Monheit is the co-founder of Hardhat agency in Melbourne. Having started the agency fresh out of university, Dan has since had 15 years in the industry. Over the years he has seen the agency transform from a digital agency to a creative agency. At the centre of this transformation has been technological advancement coupled with the understanding of customer behaviours. Over the last 9 months Dan has seen the future of work evolve.
    Dan has his own podcast called Bad decisions which breaks down heuristic's week by week.
    At the heart of Dan's work is behavioural economics and heuristics. With goal to understand how people make decisions.

    In this episode, we discuss:
    - An overview of behavioural economics and heuristics
    - The availability bias. The more easily you can record an example something the more likely it is to happen.
    - Heuristics - we are not the rational decisions makers that we believe we are. Heuristics are hacks that help us get through our day.
    - 1950s behavioural economics- we don't make rational decisions all the time. Based on emotion, context and biases in which we make the decisions.
    - How the brain works to make decisions from an evolutionary perspective.
    - Social proof- built around the idea that we are social creatures by design. At a visceral level our brain is created to imitate others. Being with the group is often more important that being correct. Show the heard- find the way to show people that others have already picked you.
    - The licensing effect- 'treat yourself.' Inherit desire to balance our virtuous and indulgent self. Doing one thing that offsets another because we think we deserve it.
    - The effort bias- around our difficulty in trying to understand the value of something. High degree of effort = high value. Work out how you can celebrate all the hard work going in. Examples given from Wine/whiskey industry.
    - Our desire to take the safest option most of the time.
    - Counter trends to effort bias.

    Three Quick Questions:
    - A business Book you recommend - Predictably Irrational: Dan Ariely
    - Person to follow on social media or digital media? - Benedict Evans- fortnightly newsletter and podcast.
    - One on one dinner with a living person? - the right thing to say is my kids, but I would also like to invite Rory Sutherland around.

    To find out more about Dan or to contact him, connect with him on LinkedIn:
    Hardhat.com.au
    Bad decisions Podcast
    linkedin.com/in/danielmonheit

    • 44 min
    Cassie Roma talks about her journey of being a chief brand storyteller

    Cassie Roma talks about her journey of being a chief brand storyteller

    Cassie Roma founded CR&Co in March 2020, bringing people in project by project to create authentic stories. She has been the chief storyteller for brands big & small, global & local, for over a decade now.

    Cassie has lived in Auckland for over 20 years and started her career in local council which taught her how to tie in marketing and advertising into the broader business structure. Following this, she has had a range of experience across the tourism, power, media and retail industries and more recently, starting her own business CR&Co.

    Topics discussed

    •Role at Air NZ (Social Digital Role): Logo was a call to adventure and a tug to come back. Worked with the Global Brand team at a time where social media was fun and outgoing. Worked with technology which put humans and customer care team at the heart to banter but also show empathy with customers and continuity of care. Real culture of innovation, doing things quick, tested Snapchat, potential partnership with VICE Media etc.
    •Quick wins in social media: Utility and connection value with short-term engagement vs. quick wins. Retweet, like, share content with customers, are powerful tools to increase community engagement and customer satisfaction. E.g. Wild Thing does this.
    •Role at NZME Key Takeaways (Content Role): Traditional media was a new experience - first 6 months was spent learning to navigate different power dynamics, personalities, traditional media channels, balancing between true, honest journalism and paid advertising for it. Step out of marketing landscape and dive into the passion of storytelling. Focus on bringing a story to life within the confines of news/radio it was to make sure that people knew they were fact checked, resonate and add value. Navigating the changes in the digital/marketing ecosystem was a daily conversation - e.g. how do you price up a sponsored post for a business partner for a product they want to sell and publish?
    •Role at The Warehouse Group (Head of Content Marketing): Warehouse Group started to acquire very NZ/Kiwi brand. Sat within the internal creative agency. Ethics in marketing was challenged amidst marketing techniques exponential popularity.
    •CRM&Co: Set up in March 2020, was scheduled to do events in Abu Dhabi, London, Mexico, Australia. Aim to build sustainable ongoing connections and growth.

    3 Quick Questions

    •A business book you recommend: How to write one song by Jeff Tweedy
    •One person to follow on social/digital to add value to the audience: Tom Goodwin
    •One to one dinner with any human being on the planet: Elton John

    • 53 min

Customer Reviews

5.0 out of 5
4 Ratings

4 Ratings

RoninMarketeer ,

The Best on Marketing and Finance

Adam does a great job covering what marketers need to know and how to improve. Well produced and straight to the point, Let's Talk Marketing is a great listen!

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