How L'Oréal's Georgia Hack Stays One Step Ahead

In the latest episode of the Marketing Association of Australia x B&T's Brand Masters, Suncorp's Mim Haysom and Leo Australia's Andy Fergusson break down what it took to win a Titanium Lion for Haven, and why they think calling bold creative work "brave" is part of the problem. From Haven taking eighteen months to build to why the best work at Cannes this year wasn't the biggest budget in the room, Haysom and Fergusson make the case for trust over control between clients and agencies, and why marketers need to stop treating transformation ideas as an afterthought.

In the latest episode of the Marketing Association of Australia x B&T's Brand Masters, Mastercard's former CMO and Senior Fellow Raja Rajamannar explains why the frameworks marketing was built on are six decades out of date, and why pre-testing new campaigns is less reliable than tossing a coin. From cutting Mastercard's advertising budget by 70% in favour of scent and taste, to why Liquid Death hiring a witch beat Pepsi's Super Bowl spend, Rajamannar argues AI is about to make every brand's output look the same, and marketing itself is the last real point of difference left.

In the latest episode of the Marketing Association of Australia x B&T's Brand Masters, futurist and social architect Dr Catherine Ball explains why Australia keeps inventing world-changing technology and then failing to tell anyone about it. From the Gardasil vaccine developed in Queensland to Australia inventing Wi-Fi, Ball argues the real problem isn't the science, it's the marketing. She also explains why fault-free quantum computing, not AI, is the next tectonic shift marketers should watch.

In the latest episode of the Marketing Association of Australia x B&T's Brand Masters, Ogilvy Vice Chairman Rory Sutherland explains why the best marketing ideas come from inverting the obvious question rather than answering it. From raising KFC's prices to sell more, to the psychological reason folding phone creases stop bothering us within seconds, Sutherland draws on economics, psychology and thirty years in advertising to argue marketing has become too subordinate to finance, and why intuition, not just measurement, is where the real value gets created.

In the latest episode of the Marketing Association of Australia x B&T's Brand Masters, award-winning journalist and author Nick Bryant explains why AI will never replace journalists who've lived through the history they cover. From reporting on the Monica Lewinsky scandal to witnessing the Rabin assassination, Bryant draws on thirty years in the field to make the case for shoe leather journalism over screen time, and why trust, not technology, is what will decide who survives.

In the latest episode of AANA x B&T's Brand Masters, Naysla Edwards, AMEX's Vice President Marketing ANZ explains why service means so much more to the brand and its members. She discusses everything from its sponsorship work to the myriad offers it gives customers a chance to use.  "We have a very strong brand and it principle is service, delivering the best service across the entire portfolio, regardless of which product you hold in your hand," Edwards told hosts Nicolette Briscoe and Tom Fogden.

In the latest episode of AANA x B&T's Brand Master's, L'Oréal's chief digital and marketing officer, Georgia Hack explains how she keeps her team and its raft of brands one step ahead in an ever-changing marketplace.  From innovative approaches to comms to identifying nascent demand, L'Oréal remains on the cutting edge of change. Here's how she manages to achieve the impossible.

In the latest episode of AANA x B&T Brand Masters podcast, The Iconic's CMO Jo Robinson explains why she flipped the script on the fast retailer's previously performance-heavy approach to marketing. Now, she walks the line in fabulous style, maximising the most of Black Friday, Cyber Monday and other retailing periods while creating the brand love that really gets consumers looking.

In this latest episode of the AANA x B&T's Brand Masters, Kraft Heinz's Michael Magee talks about the value of brand power to cut through in an uber-competitive market and showing up in unexpected ways.

How do you continue to grow when you are perhaps the best-known brand in the world? Especially so when you have to fight off rivals across an ever-increasing array of sectors and verticals?  Google's Suzana Ristevski explains all that, and more, on the latest episode of AANA x B&T Brand Masters.