Marketing Masters - The Art and Science of Modern Marketing with Host Zania Guy

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.

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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!

Welcome to another episode of Marketing Masters – The Art and Science of Modern Marketing, where we explore the cutting edge of marketing, advertising, and content creation with the industry's brightest minds. This month, we are honoured to have Justin Mowday on for his first-ever podcast interview.

Justin is a titan in the marketing and advertising world. With a career spanning over 30 years, he has led some of New Zealand's top agencies. At DDB New Zealand, where he spent over a decade, Justin rose from Managing Director to Group CEO, transforming the agency into one of the top five most effective agencies worldwide. His tenure at DDB saw him deliver remarkable growth for clients across various sectors such as financial services, retail, consumer goods, automotive, and media. In 2021, Justin joined Accenture to lead Accenture Song in New Zealand, establishing the award-winning Monkeys Aotearoa brand and furthering Accenture's mission and strategy in the region. As of 2024, he is the Country Managing Director for Accenture New Zealand, bringing his vast experience and innovative approach to shape the future of marketing in the country.

Why is Justin Amazing?

Justin's career is marked by his relentless focus on the customer, his innovative thinking, and his ability to blend creativity with data-driven strategies. At DDB, he led the agency to international acclaim, creating some of the most impactful and award-winning campaigns in New Zealand's history. His leadership at Accenture and The Monkeys has cemented his reputation as a visionary in the industry, capable of driving exceptional results and inspiring teams to push the boundaries of marketing and advertising.

What We'll Talk About

In this episode, we delve into Justin's journey from his initial passion for advertising to becoming one of the most respected leaders in the industry. Justin shares insights into the key lessons and strategies that have propelled his career, highlighting the importance of putting the customer at the heart of everything and the critical role of creativity in crafting compelling campaigns.

We discuss high-level trends and emerging opportunities in the marketing world, focusing on how businesses can leverage these to stay ahead. Justin shares incredible insights into how businesses can win and the key things they need to consider in the evolving landscape of new technology and marketing. Additionally, we touch on his principles for effective leadership, balancing creative storytelling with data-driven decision-making, and maintaining work-life balance.

Join us as we unlock the secrets to mastering the marketing universe with Justin Mowday, a true luminary in the field.

In this episode, we are thrilled to host Adnan Khan, a trailblazer in the advertising and marketing technology industry. Adnan's illustrious career spans roles at industry giants like Meta and Microsoft, showcasing his deep expertise in driving innovation and measurable outcomes in marketing. From his early days in Sydney to co-founding Stitch, Adnan's journey is a testament to his commitment to marketing excellence.

Adnan is not just a seasoned expert; he's a visionary who has significantly shaped the marketing landscape in New Zealand and beyond. With numerous accolades, including the prestigious TVNZ Marketing Awards and Gold Effie Awards, his work has set new benchmarks in the industry.

Join us as we dive into Digital Marketing Excellence, Marketing Automation, AI, and Data-Driven Marketing. Discover how Adnan's insights and experiences can empower brands to transform customer experiences by creating a unified view of their customers, enabling personalisation at scale, and driving double-digit growth.

Adnan's role as Chair of the Digital Special Interest Group for the Marketing Association further amplifies his dedication to advancing digital marketing strategies. This conversation left us feeling smarter and even more excited to be part of the marketing community at this incredible time in history. Tune in to gain valuable insights from one of the industry's leading minds!

Don't miss out on this enriching discussion that promises to elevate your understanding and application of cutting-edge marketing strategies.

Credits:

Filmed and Edited by Ashten Macdonald

Host: Zania Guy

Join us on the latest episode of Marketing Masters as I interview the incredible Anika Moa, a veritable chameleon of many talents. From her beginnings as a singer to becoming an actor, TV presenter, beloved "Mumfluencer," amazing home cook, and now a cherished kids' TV host—Anika is a master at marketing herself. She's a national treasure in New Zealand and commands a massively loyal following on Instagram.

In this often hilarious episode, we explore how brands can effectively collaborate with influencers. But, as expected, our conversation takes some wildly entertaining detours! We discuss everything from Anika's hypothetical Nike tattoo on her forehead to her love of Landrovers, along with her insightful takes on social media and AI. It’s a journey filled with insights and laughter that you won’t want to miss.

Tune in for a blend of insightful discussions and laugh-out-loud moments with the brilliantly talented Anika Moa. And be warned... there is swearing.

Ally Young is a visionary leader in the world of marketing. In 2023, a jury of 10 leading global brand-side marketers selected Ally, CMO at mobile company Skinny NZ, as winner of The One Show 2023 CMO Pencil, honoring the marketer behind the world’s single most impactful idea on a brand’s business from the past year.

Ally's trophy cabinet is a reflection of her dedication and skill, housing over 150 marketing awards, including 30 for marketing effectiveness. Notable among these is a Global WARC Effectiveness Grand Prix and a Global Grand Effie, awards that speak to her unparalleled ability to craft campaigns that resonate deeply with audiences and drive unprecedented business growth.

A staunch advocate for creative and effective marketing, Ally is committed to leveraging her extensive experience and insights to continue pushing the boundaries of what is possible in marketing. Her leadership and her impactful contributions to the marketing community underscore her role as a trailblazer and thought leader, inspiring many to follow in her innovative footsteps.