The B-side with James Barrow James Barrow

Ever wondered how advertising can drive real social change? On this episode 45 of the B-Side, I catch up with Simone Waugh, the Managing Director at Publicis Worldwide Australia. Simone is an industry powerhouse, all about using advertising to make a positive impact through the power of creativity. She's worked across a range of sectors including tourism, healthcare, education, and sports. She even led the communications for the winning Brisbane 2032 Olympic Games bid with the Queensland Government.
We jam on her campaigns like "Lag Kills," tackling youth drink driving by highlighting the dangers of lag in video games, and "Red Flags," a campaign aimed at educating the community about coercive control to combat domestic violence. Simone shares her passion for amplifying First Nations voices and her role as the executive sponsor for Publicis' ANZ’s emBRACE employee resource group. She also dives into ScUber, the world’s first submarine rideshare program, designed to raise awareness about Australia’s reef ecosystem and protect coral reefs.
We unpack what it takes to build effective community campaigns and explore a range of other concepts like Simone’s concept of "Kairos time" – and Simone shares memorable moments from her career, the challenges she’s faced, and her vision for the future of advertising and social impact.
Simone's insights are both inspiring and practical. This was a fascinating conversation, if you want to learn more about how advertising can drive meaningful change and how you can contribute to social impact through your own work. Give it a listen. Cheers.
You can find Simone on LinkedIn
Or get in touch with her at Publicis Worldwide Australia

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On episode 44 of the B-Side podcast, I catch up with Toby Aldred, the newly appointed Managing Director of Saatchi & Saatchi Australia and Chief Client Officer The Neighbourhood. With close to two decades worth of experience at two of the world's leading ad agencies, Saatchi & Saatchi and M&C Saatchi, in London and Sydney, Toby's insights on the business of creativity are remarkable.
As a long-termer at Saatchi & Saatchi, Toby's track record speaks volumes. From spearheading Effie award-winning brand campaigns to nurturing client relationships, he's at the forefront of creative effectiveness and client success.
Toby and I go behind the scenes on the recent award-winning "Life's Little Moments" campaign for Arnott's, where we explore some of the strategic thinking that went into it, and some of the marketing decisions that led to its success. We jam on commercial creativity, leadership, and all things advertising effectiveness, cricket (which I know very little about), and most importantly why he called his cavoodle 'Kitten'. He shares his passion for collaboration, dedication to his team, maintaining perspective, and a healthy work-life balance.
This episode offers a candid glimpse into Toby's world, showcasing his commitment to driving results and shaping the advertising landscape. His down-to-earth nature, super sharp wit, and insights into the industry make for a wonderfully informative and inspiring listen. So grab yourself a cuppa and an Arnott's biscuit, and enjoy my chat with Toby. Cheers.

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Ever wondered what it takes to lead a cutting-edge post-production studio?
On episode 43 of the B-Side, and the first for 2024, I speak to Will Alexander, the Co-Founder and Executive Producer of Heckler, one of APAC's leading design, VFX, and post-production houses.
Heckler was founded in 2010, with studios in the iconic Paramount Building in Surry Hills, Sydney, and the vibrant TALOK AYER STREET in Singapore. Recognised at all of the world’s top awards shows, like D&AD, Cannes Lions, and Spikes Asia, Heckler's Sydney and Singapore studios house top-notch post-production suites and a team, including some of the best in the business.
Will has almost two decades of experience; he has produced thousands of TVCs, music videos, art installations, live events, activations, and experiential performance pieces. Notably, he was the Executive Producer of the AACTA Award-Winning Animated Film 'A Cautionary Tail,' starring Cate Blanchett.
We discuss his creative philosophy and approach to work, emphasising the importance of "owning the morning." His discipline, resilience, and commitment to empowering his team define not only his personal journey but also the ethos of Heckler.
We chat about all things Heckler and what it takes to lead such a successful production company. We delve into all things visual effects and post-production. And chat about the enduring power of storytelling, adapting to tech shifts, and maintaining a client-centric approach. There’s a healthy dose of hip-hop references, carwash ventures, and some real talk on men’s health, battling depression, and going sober.
Will's journey is a powerful testament to resilience and creativity. He's not just a visionary executive producer and founder; he's deeply passionate about his team and giving back to the community.
This was a cracking episode to kick off the year with; I hope you enjoy it as much as I did. Cheers

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How does prompt engineering, sports coaching, and driving ROI intersect with media communications?
On episode 42 of The B-side with James Barrow podcast I chat with Jason Tonelli, CEO of Zenith Australia. Jason brings over two decades of profound expertise in media, technology, and advertising to our conversation. His career path weaves through pivotal roles, from driving digital marketing revolutions to steering innovative creative businesses. At the helm of Zenith Australia, Jason champions excellence in media solutions and collaborative ventures across diverse industries.
Beyond his pivotal role at Zenith, Jason is a trailblazer actively shaping the industry landscape through influential board positions, including the Audited Media Association of Australia (AMAA) and the School of Marketing and Advertising at RMIT University. His visionary leadership and forward-thinking strategies underscore his dedication to propelling the media and advertising sectors forward.
Jason shares insights drawn from his extensive experience. Together, we explore pivotal themes reshaping the industry like:

AI and Media Communications: Discover the intriguing blend of AI, prompt engineering, and fostering curiosity within media communications. Jason unravels how these elements converge to reshape problem-solving methodologies and cultivate a culture of continuous learning within media organisations.Zenith's ROI Strategies: Explore the strategies behind Zenith's renowned title as "The ROI Agency." Jason offers insights into the agency's methodologies, consistently delivering tangible returns on investments within the dynamic media landscape.Leadership Coaching and Team Success: Delve into the nuanced parallels between leadership coaching and sports coaching. Jason shares invaluable perspectives on tailored coaching approaches, emphasising their profound impact in amplifying individual skills, fostering cohesive team dynamics, and steering overall success within corporate environments.
This was a cracking episode, packed with highly engaging insights, providing fresh perspectives and thought-provoking ideas that redefine success within the landscape of media and advertising. I hope you enjoy it as much as I did. Cheers!

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How can we strike the right balance between business smarts and creative freedom to drive brand success?
In this episode of the b-side, I sit down with Simon Brock, a digitally-native creative and agency leader who's reshaping the advertising world by serving as both the ECD (Executive Creative Director) and Managing Director at Digitas ANZ, effectively bridging the gap between traditional roles.
Since 2016, Simon has been at the helm of Digitas ANZ's creative department, crafting impactful stories and experiences for brands like Arnott’s, EA Games, Pernod Ricard, and Virgin Australia. We delve into a range of compelling topics, including: Balancing creativity and business growth within the unique framework of Simon's dual roles. Leveraging data-driven insights while preserving the emotional and human elements in today's data-rich marketing landscape. Strategies for adapting creative concepts across various channels, capitalising on each platform's strengths. Managing the equilibrium between personalised messaging and user privacy amidst evolving regulations. And he shares his novel 'Sober, Tipsy, Drunk' method of creative development, fostering calculated risk-taking and agile campaign adaptations to changing market conditions.
This episode offers an insightful exploration of marketing technology, digital strategies, and multi-channel creativity. Simon's exceptional perspective as both a creative and business leader makes this conversation truly valuable. I hope you find our discussion as enlightening as I did.
Cheers

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How can creative strategy, curiosity, and courage drive brand success in today's marketing landscape?
In Episode 40 of the B-Side, I speak with Catherine King, Chief Strategy Officer at Leo Burnett Australia. With over two decades of industry experience, Catherine's journey is remarkable. From her Western Sydney roots, influenced by a Taiwanese mother and a Scottish father, to her diverse career spanning journalism, startups, and advertising.
We explore Catherine's fascinating career, from securing VC funding during the dot-com era to advising the World Bank and even trying her hand as a chef. Dive into her deep and diverse insights, and her emphasis on resonating with customers' desires and beliefs, and tapping into emotions and values that truly connect with audiences.
Catherine also discusses balancing complexity and simplicity in advertising and the value of team collaboration in creating memorable campaigns. She highlights the need for strategy to complement creativity, enhancing creative freedom. We discuss how to provide value in advertising by solving customer pain points first. And the importance of believability, product authenticity, and trust for brands to better connect with their audiences.
This episode is a deep dive into the mind and life influences of a remarkable strategic leader. I hope you find it as thought-provoking as I did. Cheers.

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