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Marketing Mavericks was a supplement in the latest mag, featuring some of Australia’s most daring and bold marketers. Today, we’re bringing you Guzman Y Gomez’s global CMO Lara Thom.
Gut-Driven Mother Of Five
A natural storyteller, Lara started her career as a journalist and photographer. Holding countless roles across her career, from journalist to sales exec, entrepreneur and CEO, Lara eventually rested on sales and marketing. Currently the global chief marketing officer at Guzman y Gomez, she embodies so many things that makes one a marketing maverick: smarts, personality, humility and a killer gut instinct, just to name a few.
I don’t have a typical background in marketing. I started my career as a photographer and journalist, so I’ve always been a storyteller. Knowing what a consumer will click on, read or purchase has always been in my DNA. Also, I think my experience in other roles has definitely set me up for success as I understand so many sides of the business and not just my own responsibilities.
While it’s a huge compliment to be seen as a marketing maverick, GYG’s success isn’t just me. I work with incredibly talented people who make our brand what it is. We’ve never focused on what anyone else is doing. Personally, I’ve always thought a little outside the box and creativity was at my core. I say yes way more than I say no. While I have a lot of experience behind me, I’m also a mother of five kids and my oldest kids are now teenagers, I’m able to see a lot through their eyes and how their generation is consuming products and media. These days, I’m guided by two things: data and my gut instinct. If they match up, the planets seem to align.
One of my proudest moments and best campaigns I’ve worked on at GYG is our ‘Clean Is The New Healthy’ campaign. It’s amazing how many things are added to food that we aren’t aware of. So the journey began. We wanted our food to taste the best it could but we didn’t really talk about it, it was all about the food. When the project was done, we felt we should let our guests know why they left our restaurants feeling so good and the response was incredible. It turns out that Australia agreed that fast food doesn’t have to be bad food. I felt like we were doing something good for the industry and for millions of people who eat fast food in Australia.
Best piece of advice you’ve received?
If you create a campaign, piece of creative or content and can easily put another brand’s logo on it, it’s not on-brand. The best campaigns are uniquely identifiable to your brand.
You’re summoned to the CEO’s office. Why?
He’s had an idea overnight and it needs to be executed tomorrow, preferably this afternoon… but he’ll settle on tomorrow.
v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]
A global study of over 7,000 frequent emoji users revealed that only half of Australian emoji users (57 per cent) feel their identity is adequately reflected in current emoji options, and as a result, 85 per cent believe emojis need to continue to strive for more inclusive representation of users. The importance of inclusion is […]
As Australia battles record floods, destructive bushfires and powerful storms, it’s becoming undeniable – our natural disasters are growing in intensity and frequency. And as one of Australia’s largest insurers, Suncorp is determined to reduce the impact of extreme weather and help build a more resilient Australia. This ambition led to ‘One House to Save […]
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]
Now in its tenth year of business, 3rdspace – the Sydney-based content company – has announced that it is expanding its offer to the UK. This expansion is driven by client demand and favourable growth in content marketing. Founder of 3rdspace, Rob Logan, said, “it’s a strategic move that absolutely enables us to embody agile […]
Sunday night saw MAFS’ finale episode which netted in an impressive 1,398,000 viewers – an increase of 264,000 from Wednesday night’s episode. The extent of Coco and Cam’s affair was revealed, as was the reveal to everyone that Bryce did in fact buy a gift for his proclaimed not-girlfriend outside of the experiment. Perhaps most […]
SBS will shut down The World Game digital platform, marking an end to the beloved football brand’s legacy that officially began in 2001. The network’s Cycling Central website, which covered the most important news around events on the cycling calendar like the Tour De France, will also come under knife, with both standalone football and […]
New South Wales masthead The Sydney Morning Herald celebrates its 190th anniversary today, as one of the oldest continuously printed metropolitan newspapers in the world. In today’s paper, a souvenir wrap-around will show how The Herald forged trust with generations of Sydneysiders with its quality journalism and unique lens on reporting the life and times […]
Google has said it is considering an appeal, after the Federal Court ruled the tech giant had misled consumers in regards to how it collected location data from Android devices. The decision comes as a major win for the ACCC, which initiated the court proceedings in October 2019. The competition watchdog argued that Google misled […]
Nine has named the judging panel for its much-anticipated State of Originality, Australia’s richest advertising award, aimed at making State of Origin the equivalent of Australia’s Super Bowl in advertising terms. Announced at Nine’s Upfront last September, the winning campaign will take home much more than a trophy – there’s $1 million in advertising inventory […]
British supermarket Marks & Spencer has taken an intellectual property claim against fellow supermarket ALDI over the latter’s Cuthbert The Caterpillar Cake, which they allege is too similar to their own iconic Colin The Caterpillar Cake. Colin the Caterpillar (pictured above) has been a staple of birthday parties across the UK since 1990, when the […]
We all felt helpless in the face of 2020’s constant barrage of disasters and catastrophes. And 2021 hasn’t let up either. Last year, Australian Red Cross experienced its biggest demand since World War II, so it has responded with a new brand campaign bringing attention to this overwhelming feeling and highlighting its 106-year track record […]
As Master Chef prepares to launch back onto screens on Monday 19th April, B&T had the opportunity to speak to the show’s hosts, food critic Melissa Leong and chefs Jock Zonfrillo and Andy Allan, who won the show’s fourth season. The three judges first appeared on last year’s Masterchef: Back To Win, which saw returning contestants […]
Undoubtedly one of the most overused slogans in marketing’s and advertising’s history is John Wanamaker’s iconic “half the money I spend on advertising is wasted; the trouble is I don’t know which half”. And it’s a credit to the quip’s longevity that last year the line celebrated a real milestone – its 100th birthday. But […]
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]