74 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.

    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
    Bronte Neyland talks marketing, innovation and growth for the higher education sector

    Bronte Neyland talks marketing, innovation and growth for the higher education sector

    Bronte Neyland is the Vice President at Future Students and Marketing at Victoria University (VU). With nearly 20 years' experience in the higher education sector, Bronte has been instrumental in driving strong international growth, focusing on innovative strategies to improve student load, revenue growth and VU's international reputation.

    The international student sector has been described as one of Australia's largest exports, valued at nearly $40 billion. Building on her own experience as a former expat in Japan, Bronte emphasizes the importance of empathy when it comes to successful marketing and the power of real-time data to transform student experiences.


    In this episode, we discuss:

    •Campaign focus vs brand building: the best strategies to attract new students
    •Social listening and the art of collecting actionable insights
    •How Covid-19 is changing higher education for the better
    •Victoria University's block model and the future of education

    Three Quick Questions:

    •A business book you recommend? - Drive: The Surprising Truth About What Motivates Us, by Daniel Pink
    •Person to follow on social media or digital media? - Andrew Norton @ https://andrewnorton.net.au/
    •One on one dinner with a living person? - David Attenborough

    Want to learn more about Bronte Neyland? Visit https://www.linkedin.com/in/bronte-neyland-1513b9b/
    To learn more about Victoria University, visit https://www.vu.edu.au/

    • 47 min
    Ben Lilley talks about the future of the office and an integrated agency model

    Ben Lilley talks about the future of the office and an integrated agency model

    Ben Lilley is the Creative Chairman at McCann. Ben started out as a creative with some of Australia's leading agencies, including George Patterson Y&R, McCann and DDB, before launching SMART in 2000. SMART was recognised in numerous local and global creative, effectiveness and agency of the year awards, as well as the BRW Fast100 and B&T Employer of the Year awards.

    Ben became Chairman and CEO of McCann Australia after they bought SMART in 2011. Over the following 7 years, McCann Australia achieved record growth and results and was named Agency of the Year at D&AD, London International, Spikes Asia, Campaign Asia, Campaign Brief, Mumbrella and AWARD. In 2013, McCann Australia made history as the world's most awarded agency for campaigns including the globally acclaimed "Dumb Ways to Die".

    In this episode, we discuss:

    •The office of the future as a creative meeting and collaboration space
    •The genuinely integrated agency of the future with overarching holding company and underlying technology platform
    •The importance of creativity in achieving commercial success
    •The globally acclaimed "Dumb Ways to Die" rail safety campaign for Melbourne Metro

    Three Quick Questions:

    •A business book you recommend? - Losing My Virginity by Richard Branson
    •Person to follow on social media or digital media? - take a break and enjoy time with family
    •One on one dinner with a living person? - Arnold Schwarzenegger

    To see more award-winning work from McCann over the last decade, visit https://mccann.com.au/.

    To find out more about the integrated HERO agency model, visit https://thehero.co/.

    • 49 min
    Will Leach talks about behavioural design

    Will Leach talks about behavioural design

    Will Leach is the Founder and CEO of the Mindstate Group and TriggerPoint. Will is also the author of the bestselling book "Marketing to MindStates: a Practical Field Guide to Applying Behavioural Design to Research and Marketing" and a 2-time winner of the EXPLOR Award for behavioural science research innovation.

    Will has over 25 years of behavioural insights experience and is a behavioural design instructor at the Cox School of Business BLC at Southern Methodist University and Texas A&M's Human Behavior Lab. He is an expert in using behavioural psychology to optimize marketing and is a frequent contributor to Forbes writing about behavioural economics and behavioural marketing.

    In this episode, we discuss:

    •Understanding human behaviour in a VUCA world (volatile, uncertain, complex, ambiguous)
    •Changing state of mind to change minds with the MindState Behavioural Model
    •The importance of higher order goals and 9 types of motivation in driving behaviour
    •How to overcome the attention filter, or the decision not to decide, by lowering friction

    Three Quick Questions:

    •A business book you recommend?- Intuitive Marketing: What Marketers Can Learn from Brain Science by Stephen Genco
    •Person to follow on social media or digital media? - Jason Vana on LinkedIn
    •One on one dinner with a living person? - Bill Murray, Actor

    To follow Will on Twitter - @trigger_pointer

    To follow Will's writing online or find out more about the book, visit https://www.mindstategroup.com

    • 41 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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