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The Brand Hunch
The Brand Hunch episodes
- High performance, higher purpose: From Formula 1 to philanthropy
Having held senior marketing roles at Formula 1, World Rugby, Rugby Australia, and now Guide Dogs Australia, Marissa Pace knows a thing or two about life in the fast lane. In this episode, we chat about how she builds fan bases and communities that stick, and why loyalty programs are her secret marketing weapon. She also lifts the lid on the importance of accessibility, particularly in sports, and what she’d do differently if she went back to that world.
Follow our creative agency at www.chello.com.au
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44 min - Putting the ‘cult’ in culture: Lessons from a decade in hospitalityIn this episode, we sit down with Nick Parmar, a seasoned Brand Director who’s helped build a host of culturally-attuned brands from New York to APAC and the Middle East. Nick shares what he learnt as Head of Global Brand Experience for W Hotels Worldwide, and how those same instincts now shape dozens of hotel brands across 44 countries in his current role, VP of Brand Marketing & Management at Accor. A fun, insightful chat with someone who knows exactly how to create spaces that people never want to leave.
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44 min - Curiosity and conscientiousness: habits that spark effective managementIn this episode, we chat to Georgie Leslie, CMO at Future Group, about what it really takes to lead in a category most people tend to ignore (spoiler: it’s superannuation). We unpack the realities of nudging action in a low-interest category and the difference between good management and good leadership. It’s a grounded look at the reality behind the coveted CMO job title, delivered by someone who leads with a healthy balance of care and conviction.
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41 min - Let go to level up: how to build high-performance marketing teamsIn this episode, we chat with Matt Gudge about the messy, brilliant reality of marketing in high-growth businesses, from tourism during COVID to scaling complex marketplaces and jumping head-first into health tech. We get into why prioritisation beats perfectionism and how he has built teams that are smarter than him (on purpose). Matt has a real knack for championing creativity and commercial thinking in the same breath, giving anyone working in brand and marketing with plenty to chew on post-listen.
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45 min - Employer brand: embedding company culture from the inside outIn this episode, we chat with Ainsley Pope about the side of brand most people never see: the inside. From her work at Westpac and PwC to building the employer brand function at IAG, Ainsley breaks down how culture, internal comms and a clear narrative can shift an organisation from disconnected to one of the most desirable places to work in the country. Listen to find out why employer brand is finally getting its moment in the sun.
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47 min - A brand built on banter: exploring Better Beer’s cult statusIn this episode, we sit down with Hannah Vinden to unpack how Better Beer went from a scrappy startup to one of Australia’s favourite beer brands. (Spoiler: most of it was down to gut feel, good banter and a seriously engaged community.) Hannah shares what she carried over from her time working in FMCG, what she happily left behind, and why entertainment beats traditional advertising every time. Warning, this episode *may* put you in the mood to crack a cold one…
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44 min - From legacy to longevity: Scaling a heritage brand into new marketsR.M.Williams is many things; handcrafted, hard-wearing, and quintessentially Australian. But how do you keep a 1932 icon relevant for a 2025 audience? In this episode, Lindsay sits down with Victoria Taylor, Head of Brand Marketing Communications at R.M.Williams, to unpack all things brand custodianship, why collaboration is her superpower, and what happens when boots built by 80 pairs of hands meet a world that wants 8-second reels. Victoria talks UK expansion plans, the shift from LVMH to Tattarang, and the power of slow fashion in a fast fashion world.
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47 min - Activate hustle mode: building a brand from the ground upIn this episode of The Brand Hunch podcast, we chat to Raquel Bouris, Creative Director and Founder of cult fragrance brand Who Is Elijah. From a $12K investment to a $20M business, Raquel shares how a mix of obsession, delusion (her words, not ours!), and good old-fashioned hustle turned a scrappy side project into a globally-recognised brand. We talk guerilla marketing, meeting Sofia Richie, and why sometimes the best business plan is no plan at all.
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39 min - Live at SxSW Sydney: the ROI of creative courageThis episode’s a special one, our first ever live recording at SxSW Sydney! We chat to Mark Richardson, GM of Marketing at Petbarn (and formerly of Aldi, Marley Spoon, and M&C Saatchi), about challenger brands, creative effectiveness, and the ROI of brave ideas. From building Aldi’s Good Different platform to leading well-known brands with empathy and edge, Mark shares his take on what makes marketing memorable (and why pets might just be the secret to great advertising!)
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40 min - Balancing legacy with innovation: product development as a marketing leverIn this episode of The Brand Hunch podcast, we chat to Revlon ANZ Marketing Director Amy Kingon Smith about the fine art of keeping a 92-year-old brand feeling fresh. From protecting classics to knowing when to shake things up, she shares how product development can double as a marketing superpower. We get into makeup-themed stunts, local ambassadors (shout out Delta Goodrem), and the not-so-glam side of brand building: consistency. It’s a candid look at how to keep legacy brands bold, relevant, and very much alive.
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39 min
About The Brand Hunch
From the publisher's feed
Building a brand is hard, but proving its ROI is harder. The Brand Hunch podcast explores how top brand and marketing leaders are bridging the gap between creative hunches and their bottom line,…
with persectives from Canva, Specsavers, RM Williams, Kantar, Who Is Elijah, and so many more. Because sometimes, the more you believe in a creative direction, the harder it is to defend it... especially when boardroom pressure pushes you toward the predictable path. I’m your host, Lindsay Rogers, Managing Director and Co-Founder of Sydney-based brand growth agency, Chello. In my experience, the hardest part of building a great brand isn't having the idea; it's operationalising it so the whole business feels it and lives it. Each episode, we get into the weeds with CMOs, founders, and revenue leaders who are proving that brand is the ultimate commercial driver. We skip the surface-level advice to uncover the real stories: the instincts they fought for, the ways they connected brand love to the bottom line, and their approach to growing great brands.
If you prefer to read interviews, check out our Substack: https://thebrandhunch.substack.com/
And if you're interested in what we do at Chello, check out our website https://www.chello.com.au/ or get in touch at [email protected] 👋