In the latest episode of the Marketing Association of Australia x B&T's Brand Masters, Ogilvy Vice Chairman Rory Sutherland explains why the best marketing ideas come from inverting the obvious question rather than answering it.

From raising KFC's prices to sell more, to the psychological reason folding phone creases stop bothering us within seconds, Sutherland draws on economics, psychology and thirty years in advertising to argue marketing has become too subordinate to finance, and why intuition, not just measurement, is where the real value gets created.

In the latest episode of the Marketing Association of Australia x B&T's Brand Masters, award-winning journalist and author Nick Bryant explains why AI will never replace journalists who've lived through the history they cover.

From reporting on the Monica Lewinsky scandal to witnessing the Rabin assassination, Bryant draws on thirty years in the field to make the case for shoe leather journalism over screen time, and why trust, not technology, is what will decide who survives.

In the latest episode of AANA x B&T's Brand Masters, Naysla Edwards, AMEX's Vice President Marketing ANZ explains why service means so much more to the brand and its members. She discusses everything from its sponsorship work to the myriad offers it gives customers a chance to use. 

"We have a very strong brand and it principle is service, delivering the best service across the entire portfolio, regardless of which product you hold in your hand," Edwards told hosts Nicolette Briscoe and Tom Fogden.

In the latest episode of AANA x B&T's Brand Master's, L'Oréal's chief digital and marketing officer, Georgia Hack explains how she keeps her team and its raft of brands one step ahead in an ever-changing marketplace. 

From innovative approaches to comms to identifying nascent demand, L'Oréal remains on the cutting edge of change. Here's how she manages to achieve the impossible.

In the latest episode of AANA x B&T Brand Masters podcast, The Iconic's CMO Jo Robinson explains why she flipped the script on the fast retailer's previously performance-heavy approach to marketing.

Now, she walks the line in fabulous style, maximising the most of Black Friday, Cyber Monday and other retailing periods while creating the brand love that really gets consumers looking. 

In this latest episode of the AANA x B&T's Brand Masters, Kraft Heinz's Michael Magee talks about the value of brand power to cut through in an uber-competitive market and showing up in unexpected ways.

How do you continue to grow when you are perhaps the best-known brand in the world? Especially so when you have to fight off rivals across an ever-increasing array of sectors and verticals? 

Google's Suzana Ristevski explains all that, and more, on the latest episode of AANA x B&T Brand Masters.

How many times have you heard someone say “But that’s B2C, it won’t work in B2B”? That divide is thinner than you might think and Salesforce’s SVP and CMO for Australia and New Zealand is proof.

In the latest episode of AANA X B&T’s Brand Masters he shows that there’s plenty for marketers of all shapes and sizes to learn from the way it operates and builds die-hard brand advocacy through its sprawling events, incisive activations and more.

In this episode of Brand Masters, presented by the AANA and B&T, we sit down with Laura Halbert, Chief Customer and Marketing Officer at Allianz Australia.

With over 25 years in financial services, Laura has led marketing and brand transformations across CBA, ANZ, ING and Zurich. At Allianz, she’s spearheaded the launch of the bold new brand platform Care You Can Count On and the emotive campaign The Flight of the Finch.

Laura shares how she uncovered Allianz’s true brand soul of care, the insights that shaped the campaign, and what it takes to stand out in a crowded, often “low-interest” category like insurance. She also talks leadership lessons, building genuine agency partnerships, and why marketers should never forget their training.

In this episode you’ll learn:

This episode is the last from series one. Stayed tuned for series two.

  In this episode, we’re joined by Anthony Dean, Marketing Director at Mars Pet Nutrition ANZ and the creative force behind Pedigree’s Cannes Lion-winning Adoptable campaign.