Ryan Stokes has a gift for turning the ordinary into the unforgettable. You might remember him as the face of Skinny, or for the wild Trade Me stunt where he sold a “Covid-free bag of air” that became one of the ten most-viewed auctions of all time. Or maybe you watched him on The Kelly Clarkson Show, after teaching his family to play music together during lockdown.Now Ryan’s behind the scenes as Social Content Creator and Community Manager for ASB, helping the bank tell stories that connect to customers in fresh, authentic and unexpected ways. Organic views are soaring, the requests to be featured on their social channels are on the rise and the content is proving a bank really can be fun to follow.At the Marketing Association's OnSocial conference, I sat down with Ryan to talk about the shift from being in front of the camera to building the stories behind it, why he still loves creating, and how he keeps content entertaining, relatable, and share-worthy.Ryan has earned a reputation as one of the most creative content makers in the country. If he can make finance engaging, just imagine what ideas you’ll walk away with after listening to this episode of Marketing Masters.

Welcome to Marketing Masters - The Art and Science of Modern Marketing. In this episode we cover a very hot topic! The way people search is evolving. Google still dominates in volume - billions of daily searches - but it’s no longer the only game in town. AI tools like ChatGPT, Perplexity, and Claude are quickly becoming alternative starting points for search.This shift isn’t about replacing Google, it’s about expanding how and where people discover brands and your business/brand being everywhere where potential customers are. From TikTok and Instagram to Amazon and AI chatbots, we’re entering the era of 'Everywhere Optimisation'.

So, how do businesses ensure they’re visible across all these channels? To help us unpack it all, today’s guest is Richard Conway - founder and Managing Director of Pure SEO, one of New Zealand’s top digital agencies and a 2024 Google Premier Partner. For over 15 years, Richard has helped Kiwi businesses master online visibility. He’s also a columnist, speaker, investor, and mentor.

What happens when a former journalist discovers the power of Google Ads? For Andrew Hughes, it sparked a 15-year career in digital marketing that took him from small-scale campaigns to leading global SEM at Xero. Along the way, he even won one of Google’s most prestigious global awards.

In this episode of Marketing Masters, Zania unpacks the thinking, strategy, and financial modelling behind Andrew’s high-performance marketing approach. From budget planning to full-funnel frameworks, and from AI automation to boardroom credibility, this episode is a practical guide to mastering SEM at scale.

What you'll learn:

• How a $10-a-day campaign kickstarted Andrew’s curiosity in paid media
• Why smart marketers “earn the right to spend” by starting with unit economics
• How Xero structures SEM inside a global SaaS business
• Full-funnel marketing strategies that link brand, performance, and acquisition
• How automation, AI, and Performance Max are reshaping paid search
• How to build trust with finance and executive teams using clear outcomes and a sharp strategy

If you’re working in paid search, performance marketing, or responsible for digital growth, this conversation is essential listening.

#MarketingMasters #DigitalMarketing #SEM #PerformanceMarketing #AndrewHughes #XeroMarketing #GoogleAds #FullFunnelMarketing #Marketing #MarketingLeadership

In this episode of Marketing Masters - The Art and Science of Modern Marketing, we sit down with Kelsi Boocock, aka Healthy Kelsi, to talk content, community, and NZ's first-ever plant-based canned protein shake!

What started as a lockdown side hustle sharing recipes on social has grown into a powerhouse wellness brand. Today, Kelsi has a following of over 500,000, her own supplement line (Second Nature Supplements), and Schnack – New Zealand’s first plant-based protein drink in a can.

We unpack:

• The content habits that built her brand

• How audience feedback led to new products

• Balancing creativity with business logistics

• The magic of showing up authentically (and how her dad became a brand character)

  
  

If you’ve ever wondered how creators become founders, this episode is packed with insights and inspiration.

🎧 Listen now and follow Marketing Masters for more conversations with the minds shaping modern marketing.

#MarketingMasters #HealthyKelsi #Schnack #SecondNature #ContentToCommerce #NZBusiness #KiwiFounders #SocialMediaMarketing

16 Brands. 81 Countries. No TV Ads. How ZURU Does Marketing Differently - with Rob Thomas

How do you launch 16 brands in 81 countries in just 12 months - all without a single TV ad in the US?

In this special episode of Marketing Masters, recorded live at the #OnSocial25 event by the Marketing Association NZ, Zania Guy chats with Rob Thomas, Global Head of Digital at ZURU. He lifts the lid on what it takes to build billion-dollar brands from scratch - fast.

From testing in New Zealand to scaling globally, Rob shares ZURU’s digital-first, content-led approach to brand building. He unpacks how they use creators, test-and-learn tactics, and smart strategy to win in market after market - and why staying scrappy is still in their DNA.

You’ll learn:

• Why over 90% of ZURU’s marketing is digital

• How they test in NZ before going global

• The story behind "Granny XSHOT content” that went viral with 200M+ views

• What marketers can learn about speed, agility and thinking big

  
  

This one’s a must-listen for anyone working in brand, digital, strategy or content.

🎧 Follow the show and leave a review if you enjoyed it.
More episodes at: zaniaguy.com/podcast-marketing-masters

#MarketingMasters #ZURU #RobThomas #DigitalMarketing #BrandBuilding #GoToMarket #OnSocial25

What do you get when you mix a budget-friendly supermarket with one of the most beloved and bonkers brand icons in the country? You get marketing magic that wins creative awards globally!

In this episode of Marketing Masters - The Art and Science of Modern Marketing, we go deep into the yellow and black with the woman behind it all, Lauren Ness, Senior Marketing Manager at PAK’nSAVE.

From Stickman’s globally award-winning antics to DJ sets at Rhythm & Vines, Lauren shares the wild ride of building one of New Zealand's boldest and most distinctive retail brands. We talk about what it really takes to be brave in marketing, not just in the creative, but in the DNA of the team that brings it to life.

In this must-listen episode, we cover:

• The evolution of Stickman, including how he became one of NZ’s top influencers

• How to push boundaries and truly stand out

• The power of agency-client trust (and yes, actual tattoo contracts)

• Why recycling old ads can be smarter than starting from scratch

• What modern marketers need to focus on right now

Whether you're leading a brand or just getting started, this episode is packed with insights, laughs, and proof that thinking differently seriously pays off.

Hit play - you’ll never look at supermarket marketing the same way again.

From Hospitality to Marketing Mastery: Stanley Henry’s Bold Journey

Introduction:Welcome to another inspiring episode of Marketing Masters – The Art and Science of Modern Marketing, where we delve into the cutting edge of marketing, advertising, and content creation with the industry's brightest minds. This month, we are truly honoured to have Stanley Henry from The Attention Seeker Agency on the show. In this episode, Stanley takes us through his remarkable journey from the hospitality industry to becoming a recognised Marketing Master. His insights shed light on the dynamic world of social media, personal branding, and innovative content creation in today’s digital landscape.

Episode Highlights:

• A Unique Journey: Discover how Stanley’s transition from hospitality to marketing has shaped his creative approach and strategic thinking.
• Social Media & Personal Branding: Learn why engaging with audiences through relatable and sometimes absurd content is essential for standing out in a crowded digital space.
• Storytelling & AI Integration: Explore how storytelling can transform brand narratives and how artificial intelligence is becoming a game-changer in content production.
• Organic vs. Paid Strategies: Unpack the challenges of balancing organic growth with paid advertising strategies to achieve sustainable success.
• Consistent Content Output: Gain valuable advice on establishing a system that ensures the continuous flow of engaging content.

Key Takeaways:

• Collaborative Brainstorming: All successful campaigns begin with a team effort.
• Personal Branding: Your digital presence is your power in the modern era.
• Social Media Reach: It’s not just about visibility; it’s about connection.
• Content Strategy: Focus on generating a high volume of quality content to drive excellence.
• Relatable & Absurd: Capturing attention often means breaking the mould.
• Organic & Paid Balance: Mastering both is essential for long-term growth.
• Storytelling: A compelling narrative can transform your marketing strategy.
• AI in Marketing: Embrace technology to enhance production and efficiency.
• Consistency is Key: A systematic approach is critical to sustained success.

Sound Bites:

• “The key is to get relatable and absurd.”
• “You need to trust the funnel process.”
• “Quantity leads to quality.”

Episode Chapters:

• 00:00 – The Genesis of a Viral Campaign
• 03:09 – Stanley’s Journey from Hospitality to Marketing
• 06:12 – Building a Personal Brand in the Digital Age
• 08:50 – Understanding the Role of Social Media in Business
• 12:12 – The Importance of Content Quality and Consistency
• 15:00 – Creating Engaging Content that Captures Attention
• 17:48 – Navigating the Challenges of Organic Growth
• 20:54 – Balancing Organic and Paid Strategies
• 24:01 – Leveraging Personal Branding for Business Growth
• 26:58 – The Art of Storytelling in Marketing
• 29:56 – The Evolving Landscape of Social Media Marketing
• 33:08 – The Future of Marketing: Omnipresence vs. Focused Strategy
• 39:38 – Budgeting for Social Media in Big Brands
• 42:07 – The Shift from Traditional to Social Media Advertising
• 44:50 – Testing New Advertising Models
• 48:01 – Leveraging AI in Content Creation
• 51:03 – The Importance of Consistency in Content Strategy
• 56:21 – Navigating Industry Challenges and Personal Growth
• 01:01:47 – Future Expansion Plans and Market Strategy
• 01:04:51 – Advice for Success in Marketing and Content Creation

The Best NZ Ads of the Last 50 Years – What Can We Learn From Them?

Want to know what makes an ad truly brilliant? In this first episode of 2025, we speak with John Miles, CEO of the New Zealand Marketing Association, who embarked on a mission to celebrate the Association’s 50th anniversary in a way that captured the hearts of Kiwis across the country.

At the end of 2024, John set out to uncover New Zealand’s greatest ads from the past five decades. With the backing of over 12,500 public votes, he turned it into a nationwide celebration of the marketing moments that have shaped our culture. From Crunchie’s Great Train Robbery of the 1970s to the unforgettable Tina from Turners, the campaign resonated with audiences and culminated in a spectacular 50th birthday celebration for the Marketing Association.

John takes us behind the scenes of this massive campaign and shares valuable insights, including:

- The key elements that gave these ads such strong cut-through

- Why Kiwi marketing became more risk-averse after 2010 and what we can learn from it

- How humour, storytelling, and bold ideas still have the power to connect with audiences today

The campaign results were impressive:

- 3,200 new sign-ups to the Marketing Association

- 111,000 page views

- 12,500 public votes

-National media coverage in NZ Herald, Business Insider, and Seven Sharp

- A sold-out birthday event with 470 attendees

Explore all the greatest ads here: https://marketing.org.nz/greatest-campaigns-of-the-decades

"How do you keep up with digital marketing and social media when everything's moving at lightning speed?"

Welcome to Marketing Masters – The Art and Science of Modern Marketing. In this episode, host Zania Guy sits down with Ciarán Norris, Global Agency Lead for Omnicom at Meta.

Join us as we delve into Ciarán's fascinating journey—from his early days in SEO and social media to leading global agency relationships at Meta. Discover how he navigates the ever-evolving landscape of digital marketing, the importance of sticking to marketing fundamentals, and why creativity and human insight remain crucial in a world increasingly leaning into AI.

In this episode, you'll learn:

We also discuss how Mark Ritson's teachings have influenced modern marketing strategies (and no, this isn't sponsored by him!).

Additional Resources Mentioned:

Whether you're a seasoned marketer or just starting out, this episode is packed with actionable insights that can transform your approach to marketing.

Visit Our Website:

Mastering TikTok Marketing: Insights from TikTok NZ's Carsten Grueber

Are you a business owner or marketer wondering if TikTok is the right platform for you? Think it's just for the younger generation filled with dance videos and viral challenges? It's time to rethink.

In this episode of Marketing Masters: The Art and Science of Modern Marketing, Zania sits down with Carsten Grueber, the Country Manager for TikTok New Zealand. With an impressive career at global giants like Google, Facebook, and now TikTok, Carsten brings unparalleled insights into how businesses of all sizes can leverage TikTok's unique platform.

What You'll Learn:

Whether you're just starting out on TikTok or looking to refine your strategy, this episode is packed with actionable insights that can help you connect with your audience in meaningful ways.

Ready to Unlock TikTok's Potential?

Listen now to learn from one of the industry's leading experts and take your marketing game to the next level!