Mel Hopkins says she hasn’t gone to Seven “to put lipstick on a pig”. The former Optus CMO says CEO James Warburton wants “total transformation” – and not just across ratings – so she’s hatched a four-point plan. Hopkins has also committed to linking Seven’s marketing activity and investment directly to earnings and the P&L “in real time”. Anything less, she says, “and I am failing to do my job”. That means growing both the brand and its equity as well the number of eyeballs tuning in as a destination – fast. Hopkins thinks Seven, particularly Seven Plus, can outpoint the streamers and reckons their ad-funded tiers may fizzle out as Covid-driven growth wanes. But just as Hopkins is finding media an entirely different world to telco – it’s way more complex than she realised – she says Seven’s media-focused marketing team must also “sharpen up” when it comes to “strategic marketing and advanced digital marketing”. Plus, Hopkins opens up on the Optus data hack, not sleeping for five weeks, but why living through the experience, in all probability, will pay off.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
View all episodes
By Mi3 & iHeart Podcasts AustraliaMel Hopkins says she hasn’t gone to Seven “to put lipstick on a pig”. The former Optus CMO says CEO James Warburton wants “total transformation” – and not just across ratings – so she’s hatched a four-point plan. Hopkins has also committed to linking Seven’s marketing activity and investment directly to earnings and the P&L “in real time”. Anything less, she says, “and I am failing to do my job”. That means growing both the brand and its equity as well the number of eyeballs tuning in as a destination – fast. Hopkins thinks Seven, particularly Seven Plus, can outpoint the streamers and reckons their ad-funded tiers may fizzle out as Covid-driven growth wanes. But just as Hopkins is finding media an entirely different world to telco – it’s way more complex than she realised – she says Seven’s media-focused marketing team must also “sharpen up” when it comes to “strategic marketing and advanced digital marketing”. Plus, Hopkins opens up on the Optus data hack, not sleeping for five weeks, but why living through the experience, in all probability, will pay off.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
1 Listeners
369 Listeners
2 Listeners
595 Listeners
748 Listeners
183 Listeners
340 Listeners
36 Listeners
19 Listeners
47 Listeners
129 Listeners
3 Listeners
170 Listeners
442 Listeners
143 Listeners
36 Listeners
0 Listeners
42 Listeners
20 Listeners
10 Listeners
0 Listeners
302 Listeners
0 Listeners
0 Listeners
3 Listeners
0 Listeners
18 Listeners
0 Listeners
99 Listeners
19 Listeners
0 Listeners
0 Listeners
656 Listeners
6 Listeners
6 Listeners