The CMO Awards Podcast Episode 12: Compounding benefits – playing the long game in brand and campaign strategy

About this episode

The episode discusses the long-term benefits of maintaining a consistent brand narrative and campaign strategy, featuring insights from two successful Australian CMOs.

Host: Nadia Cameron, Publisher | Editor – Marketing Numbers are increasingly stacking up that sticking to your brand narrative and creative platform knitting year after year pays outsized dividends. And it might just be the ticket to avoiding AI slop. But it takes a wealth of market sensibility, consumer contextual input, creativity, fresh thinking and strategic nous to sell in such bold work in the first place – then keep at it. It’s equally true tenure and commanding influence inside an organisation plays a sizeable role in orchestrating a longer-term marketing and brand game plan and builds buy-in for the long-term vision, not just the next execution. Two leading Australian CMOs have been over indexing on these compounding brand building and campaign benefits and have just celebrated five years of compounding success: Suncorp Executive General Manager of Brand and Customer Experience, Mim Haysom, and Tourism Tasmania CMO, Lindene Cleary. Suncorp’s ‘One House’ campaign was the most highly awarded work in the country in 2021/22, including a Cannes Lion Grand Prix for innovation. It’s the foundational piece of Suncorp’s multi-year…

People in this episode

Host: Nadia Cameron

Guests: Mim Haysom, Lindene Cleary

Topics covered

• brand strategy
• campaign success
• long-term marketing
• consumer insights
• creative platform

Keywords

• brand narrative
• campaign strategy
• marketing success
• consumer context
• creative thinking

Mentioned in this episode

Organizations: Suncorp, Tourism Tasmania

Books & works: One House, Resilience Road, Haven

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