Aussie Goes For Slogan Gold Before Packed US House

Aussie Goes For Slogan Gold Before Packed US House
SHARE
THIS



With Tony Abbott giving all Australians a bad name on the global stage, it’s nice to know that there are some Aussies abroad doing the right thing to keep our national popularity above that of New Zealand’s.

Such was the case with NAB’s general managing of digital, Todd Copeland, who joined Adobe’s John Mellor and Time Warner Cable’s Rob Roy in front of 7000 delegates at the Adobe Digital Marketing Summit this week.

Copeland was speaking about the role of culture in adapting to change in a digital world. What he was really doing, was flying the Aussie flag as proud owners of the masters of the one-liner.

Copeland’s performance was a thing of beauty. While Mellor wheeled away asking sensible questions about overcoming cultural inertia and a fear of the unknown, Copeland took command of the stage with the unlikely pairing of the first game of Aussie Rules football and Abraham Lincoln’s entry into the US Senate.

He unveiled that the two events both occurred in 1858, which was in fact the very year that NAB first opened its doors for business. Boom! Look Americans, even though you probably don’t know what Aussie Rules Football is, we know all about your dead presidents.

However Copeland was merely laying the foundations for his 14-minutes of geek fame. While explaining the 156-year-old institution had 43,000 staff (although he of course called them people) and 30 million customers, he trotted out the statistics that 90% of interactions with customers happened digitally and 65% of those interactions were through a mobile device.

How did you do this for the tetchy modern day customer effectively? Why through “effortless consistency”, of course. Nice!

Then, drilling down on what his sleek two-worder actually meant, which was that of the 65 per cent of mobile users, only 10 per cent of them were mobile only, Copeland was zeroing in on his next well-prepared line.

“Time is the currency of experience . . .” Oh my! And then: “If you can’t operate at the speed your customers expect, then you lose.”

He then explained that “our customers tell us very quickly through social media and other channels when we make it hard. So effortless consistency is very important”.

This was getting too much for Mellor who knew he was being upstaged by a hidden pro that he was meant to be coaxing the nuggets of gold from. He quickly turned back to his fellow American from Time Warner Cable to try and restore the balance. I, of course, zoned out until Copeland could once again be given the cue to speak.

Finally Mellor asked him about the importance of structure. Our little Aussie battler grasped his moment with aplomb. Not only did he have another line to go, but he shared the glory and no doubt secured his future for a little longer by giving it to his boss.

“Our CEO once said to me, ‘42,000 people can’t all report to me, so structure’s important.”

Mellor grabbed back the initiative, but it would only be for a moment.

I tuned out thinking the show was over only to have a new pearler from Copeland jar me back awake: “Less PowerPoint more prototypes”.

I, of course, had no idea what he meant but Mellor, by now aware that he had to go with the greater strength himself applauded Copeland’s snappy phrase and in the process explained that what it meant was you should forget about getting approval for things and just start testing them on real live customers.

Copeland then told us that NAB was all about “putting the customer first”, okay that one even the Americans have heard Todd, but don’t worry we’ve got faith in you mate, I thought.

Meanwhile Cable guy Roy was starting to get in on the act and suggested that he liked staff that were “willing to wear multiple hats”.

Copeland of course couldn’t have this, so he immediately jumped in with his own hiring tip of “mindset over skillset”.

But that was just a warning shot over the bough, the real broadside was in the post: “Remember the old adage [just a side note Todd: all Adages are old] of hire for aptitude, fire for attitude.”

Then there was something about people who can live our values and my interest waned, but then another anecdote was out of his mouth about Disney and yes here it was another rehearsed line: “give people the freedom within the framework”.

Cable guy showed he had some spirit by giving a final thought that “the more pushback you get the better job you’re doing”, but Copeland came home with a wet sail by closing with: “When you hit the wall, keep going.”

And then it was over. The music came up, a video splashed up on the 10-metre tall screen that stretched for a full 50metres behind the stage and when we focused again, Todd was gone.

In two days of keynote presentations we had only one Antipodean representative, but what an innings, well played sir!

 

Please login with linkedin to comment

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.