Marketing Dividends presented by AANA is airing this week on SKY NEWS BUSINESS, Australia’s only 24-hour dedicated business channel. David Scribner, head of Virgin Mobile Australia and Vittoria Shortt, group executive, marketing and strategy, Commonwealth Bank were the first two guests.
The first show focused on the key role of the marketer in driving and championing innovation. David Scribner, kicked off the discussion with a firm view that “Innovation has to be on the Board Agenda to ensure adequate investment for future orientation’’.
Shortt and Scribner then discussed the approach their businesses take to foster a culture of innovation, both in terms of ground breaking initiatives and via an accumulation of small iterations.
Both guests also discussed the benefits of ‘Silicon Valley Tourism’ and the value of having their teams experience the learning to ensure innovation takes and gets implemented. Shortt explained marketing’s role in the CommBank innovation labs, which play a vital role in bringing together team’s across the business along with customers to develop tools and techniques to develop new products and improve the customer experience.
“The emphasis is to create a culture of innovation across everyone in the organisation. It’s all about getting the team to learn, pivot, take what works and keep pursuing the innovation agenda,” Shortt said.
The new series has a more interactive format than the first. It is jointly hosted by James Hier, CEO MEC and Nadine Blayney, deputy business editor at SKY NEWS BUSINESS.
The first show in the new series aired live at 3:30pm AEST last Thursday and is being replayed throughout this week on SKY NEWS BUSINESS. The full episode is also featured on the AANA YouTube Channel The AANA is encouraging marketers to subscribe to the Channel to ensure they get updates about new content.
“This episode is the first in a series of 10 that will air in the coming months. We intend to profile the broadening remit of marketers, as drivers of business growth. My thanks to MEC, SKY NEWS and MCN for enabling us to highlight the value of marketing in this way,” CEO of the AANA and executive producer of the show, Sunita Gloster said.