SCA has launched a new marketing podcast, called Brand New World, that explores the current marketing landscape, insights into changing consumer behaviour and how to build long term success for brands and businesses.
The podcast will be hosted by PwC Australia Partner and Chief Creative Officer Russel Howcroft, who has become the public face of marketing through his appearances on the ABC’s Gruen.
Created by SCA and available on PodcastOne Australia, the first four episodes of Brand New World launch today.
The first episode features multi-award winning advertising creative and founder of the agency Thinkerbell, Adam Ferrier. He is also a leading Australian consumer psychologist, an expert brand strategist and an authority on behavioural economics.
Future episodes in the series will feature Peter Field, known as the ‘Godfather of marketing effectiveness’. Field was co-author of the globally acclaimed book IPA: The Long & The Short Of It and has also co-authored Marketing in the Era of Accountability, Brand Immortality, The Link Between Creativity and Effectiveness and Effectiveness in Context.
Field has more than 30 years’ experience in planning and consultancy and is also one of the authors of the world’s leading online qualification for advertising effectiveness, the IPA Eff Test. Brand New World guests will also include Mark Ritson, a world-leading educator with a PhD in Marketing and Kimberlee Wells, the CEO of TBWA Melbourne, among others.
The series will explore topics such as: building a strong brand during a crisis and beyond; how to communicate in a crisis; the role of brand resilience and saliency; creative effectiveness and its impact and getting the channel mix right in difficult times.
Howcroft said: “Both myself and SCA have a passion for building brands and businesses, so throughout this series we will talk to experts in the industry about how they are adapting to this brand new world.
“The COVID-19 global pandemic has created insane disruption across the world. And the marketing and advertising industry is no exception. We’re being forced to find new ways to build brands and communicate to our customers as their behaviour and priorities change.
“My job will be to tease out the insights, creativity and lessons, that will help us all get through this together. To help find the opportunity in the chaos.”
SCA Chief Marketing and Communications Officer, Nikki Clarkson, said: “SCA is in the business of growing our clients’ brands and businesses and this podcast is our way of providing some insights from the experts, to help marketers navigate through this changing landscape. The podcast will explore why great marketing and advertising will deliver successful outcomes for organisations both now and in the future.
“We are thrilled to have Russel host the series, and with his line-up of amazing guests, you can expect some robust discussions and new insights for all of us to learn from.” Search Brand New World Podcast and listen for free at PodcastOne Australia or via the new PodcastOne Australia App, or wherever you get your podcasts.