The Own the Moment Podcast – Details, episodes & analysis

Today’s guest is Robert Lopez, the Chief Marketing and Innovation Officer at Norths Collective, an Australian hospitality group that operates 8 venues across New South Wales.

Robert has taken Norths on an expansive journey of digital and marketing transformation. In his own words, the hospitality industry was a laggard in terms of adopting modern marketing, but thanks to Rob and his team, Norths now boast an impressive suite of martech tools across CRM, Data Cleaning, Messaging and Ethical Personalisation.

Robert talked us through the journey, highlighted some of the key decisions along the way and shared some clear examples of how this work is already driving measurable ROI.

I hope you enjoy the episode.

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Today, we're joined by Cameron Luby who leads all Consumer Marketing at Optus.

We had a great discussion about Optus' "Starts with Yes" ethos and brand platform, unpacking how this philosophy is implemented and used to make decisions and drive the marketing strategy forward.

From championing Women's Sports and the Women's World Cup to the eyebrow-raising appointment of Dan Ricciardo as Chief Optimism Officer, Cam gave us an inside look and took the time to debunk some of the skepticism surrounding these moves.

We also explored how Optus is thinking about the use of generative AI in mass media marketing.

If you’re in consumer marketing and brand, this episode is packed with interesting stories and insights. Enjoy the show!

*This episode was recorded live from the Seven House at SXSW Sydney in late October 2023.

📱 Get Social With Us

- Learn more about Komo at https://www.komo.tech

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Why is it that TV ads are so predictable these days? Pretty much every car ad still features a car speeding along a long and winding road. If you see an ad featuring white fluffy animals, you can be sure it's an ad for toilet paper.

This week, we're diving into the world of advertising cliches and category conventions. I had the pleasure of speaking with Samira Brophy, a Senior Director of Creative Excellence at Ipsos, a global research firm dedicated to understanding how advertisers can be more effective.

Samira and her team have explored the 'cultivation of conformity' in advertising, where campaigns often gravitate toward the 'safe' and 'familiar.' But they've also uncovered something quite remarkable: the power of empathy and creativity to transform these cliches into something 'familiar yet refreshingly original.'

Samira says great advertising is just like great stand up comedy. The funniest jokes are often those where we sit back and think, “That’s so true, but I’ve never thought about it that way before”. Familiar, but fresh.

In our discussion, we delve into why advertisers continue to lean on these cliches, and more importantly, how breaking free from category conventions can infuse campaigns with a sense of creativity and empathy, resulting in advertising that truly resonates and delivers significant commercial uplift.

I hope you enjoy the show!

#ownthemoment #ownthemomentpod

📱 Get Social With Us

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

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This week we’re talking to Richard Copping, a Creative Director based out of London with 20 years of experience, working at some of the most prestigious agencies in advertising, including Weber Shandwick, Ogilvy and Saatchi & Saatchi, for brands like Unilever, Toyota, Ford and Greenpeace.

Richard recently won a stack of awards for his team's work with Unilever, and their “Unmute” campaign, which launched during the lockdowns and focused on lifting the stigma surrounding domestic violence.

You might say we live in a precarious time for brands—two thirds of consumers say they want brands to take an active stance on social issues, whilst the backlash against brands who do so seems to be getting louder, as our world becomes increasingly polarised.

Given his experience working with large consumer brands, Rich was the perfect guest to have on to explore this tension.

Rich and I had a fascinating discussion around how brands should approach social change campaigns, how to deal with the inevitable backlash and what it means for a brand to be “authentic” in 2023.

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

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Today’s guest is Andy Nairn, one of the most respected (and awarded) brand strategists in the world. Andy has been named the Top Brand Strategist in the UK by Campaign magazine 3 years in a row, and won 24 IPA Effectiveness awards. His list of achievements quite literally goes on and on. Andy co-founded the agency Lucky Generals, whose clients include Amazon, Virgin Atlantic and Yorkshire Tea.

Andy and I had a fascinating discussion around how to uncover creative insights, the role of brand purpose in advertising, whether or not they’d work with a fossil fuels company and why he thinks advertising needs to get rid themselves of the idea that it's “vulgar to sell”.

Andy is simply one of the most engaging and clever people I’ve spoken to, so this is a must listen for anyone in marketing, advertising or the creative industry. I hope you enjoy the show.

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

- Follow the pod on Twitter: https://www.twitter.com/ownthemomentpod

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Today’s guest is Oli Shawyer, the Head of Marketing and Content at Rugby Australia, the codes governing body down under.

It’s an interesting time for global sport. Live sport is almost single-handedly keeping linear TV alive, and at the same time, sports codes and leagues all over the world are scrambling to make sure they can continue to be relevant for every new generation.

Oli and I had a fascinating discussion about why most sports teams don’t do the fundamentals of marketing well, we pondered what global sport would look like if it was run by marketers from Unilever and we talked about what the lasting impact of new sports media like Drive To Survive and The Last Dance will be on global sport.

If you’re a sports fan, this is an episode you just cannot miss. I hope you enjoy the show. #ownthemoment #ownthemomentpod

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

- Follow the pod on Twitter: https://www.twitter.com/ownthemomentpod

- Follow the pod on Instagram: https://www.instagram.com/ownthemomentpod

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Today’s guest is Melissa Hopkins, the Chief Marketing and Audience Officer at Seven West Media. Recently ranked #4 on the CMO50 list, which recognises Australia’s most innovative and effective marketing leaders, Melissa is undoubtedly one of Australia’s top marketing execs. Prior to joining Seven, Mel was the CMO at Optus and prior to that held a Global Head of Brand and Communications role at Vodafone in the UK. 

For those listening outside Australia, Seven West Media is Australia’s largest diversified media business, with an extensive network of brands and products across TV, streaming, newspapers and online publishing. The Seven Network, the flagship TV brand, reaches an astonishing 17 million Australians a month, which for context is as many Australians as YouTube reaches. 

Despite all of this, Mel told me that she was initially cautious about joining Seven, but as she learned more about the opportunity to redefine a category that many saw as having its best days behind it, she couldn’t resist the challenge. 

Mel and I had a great discussion about why TV is not dying, why mass cultural events are so critical for advertisers, how they will take up the fight to global entertainment leaders like Netflix and how CMOs can “win back” their seat at the boardroom table. 

I hope you enjoy the show. 

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

- Follow the pod on Twitter: https://www.twitter.com/ownthemomentpod

- Follow the pod on Instagram: https://www.instagram.com/ownthemomentpod

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Today’s guest is Simon McCrudden, a Partner at Akcelo, an agency that builds for what they call, “the experience era”, and boasting a client list including McDonalds, TikTok and Netflix. Named by the Australian Financial Review as one of the 100 fastest growing companies in the country, Simon and their team have their finger on the pulse of pop culture and how brands can leverage it to earn attention.

Simon and his team’s entire thesis is that building compelling experiences at every touchpoint along a customer journey is now table-stakes for earning and winning customer attention and love.

Now if that sounded like a bunch of corporate-marketing-babble, keep listening because during this episode we discuss how Virgin turned the absolute worst part of flying into a memorable experience and what Fred Again’s Boiler Room Set means for brands.

We had a fascinating discussion about the attention economy, why it's getting harder for brands to cut through the noise and why Simon believes brands should spend more time trying to find their unique voice, not finding great advertising.

I hope you enjoy this conversation.

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

- Follow the pod on Twitter: https://www.twitter.com/ownthemomentpod

- Follow the pod on Instagram: https://www.instagram.com/ownthemomentpod

#ownthemoment #ownthemomentpod #komotech

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Today’s guest is John Lyons, a Business Director at Gasp!, one of the most interesting agencies going around.

John has spent a career in brand loyalty and consumer promotions and has designed programs for the likes of Lego, Hasbro and Manchester United.

We explored why most brand loyalty is nothing more than inertia (and laziness) the two biggest mistakes brands make when designing loyalty programs and what it would take for John to abandon his favourite toilet paper brand…. A sentence I never thought I’d utter on this podcast…

John was a great guest, with a ton of engaging war stories and learnings from his long career in marketing—I hope you enjoy this discussion!

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

- Follow the pod on Twitter: https://www.twitter.com/ownthemomentpod

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Today’s guests are Anson Parker and Sebastian Neylan. Anson is the Chief Product Officer and Sebastian Neylan is a Senior Growth Marketer at Up, an innovative Australian neo-bank which has quickly amassed over 600,000 customers and a legion of raving fans.

Let’s face it—no one likes their bank, it’s just, you kind of have to have one. And, despite what their fancy TV commercials will try and make you believe, no one really feels like their bank… cares about them.

But something about Up feels different. It’s a brand that feels fresh, vibrant and authentic, to use a cliched brand term.

From a marketing perspective, they’re ticking a lot of boxes—differentiated branding, strong and bold copy and a uniquely Australian tone that seems to resonate with its customers.

I think my biggest takeaway from this discussion is that Up do something that almost every brand says they do, but ultimately very few actually follow through on—and that is to put the customer first.

Anson and Seb shared countless examples of this in the episode, from how to deal with customers who’ve closed joint-bank accounts which may coincide with a breakup or divorce to how they help make their users morning coffee runs more delightful.

We had a fascinating discussion about being creative in a heavily regulated industry, and what it means to build a truly “customer-centric” banking experience. I hope you enjoy the discussion.

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

- Follow the pod on Twitter: https://www.twitter.com/ownthemomentpod

- Follow the pod on Instagram: https://www.instagram.com/ownthemomentpod/

#ownthemoment #ownthemomentpod #komotech

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