Andy Lark on how agencies lose clients, the CommBank rebrand and why you shouldn’t work for arseholes

mUmBRELLA360logo 2012This week we launch a new video and podcast series featuring the best of the Mumbrella360 conference.

We begin with our keynote interview with CommBank’s chief marketing officer Andy Lark.

Andy Lark

Lark: Don't waste your time working somewhere that doesn't inspire you

In the video highlights, Andy Lark on:

  • Why agencies lose clients by failing to systematically track the relationship;
  • The story of the CommBank rebrand around the word “Can”;
  • The marketers he respects in a “bitchy, whiny environment”;
  • How his team told him they were unhappy with the arrangement with agency Goodby Silverstein;
  • How he’s seen NAB’s “Break Up” strategy many times before;
  • The problem of anonymity;
  • Careers advice: “Don’t waste your time working somewhere that doesn’t inspire you. Don’t work for arseholes. Leave.”

You can hear the full 42 minutes of interview and audience Q&A on the Mumbrellacast below.

Play

You can also subscribe to The Mumbrellacast on iTunes and other podcatchers.

Direct link to Mumbrella’s iTunes store listing for the podcast Mumbrellacast: Louie the Fly, squashed | The AACTAs | Foxtels Smith on agencies | Excess vs Loser | Cancer Councils fat attack | Butchering songs is Coles cash cow    transMumbrellacast: Louie the Fly, squashed | The AACTAs | Foxtels Smith on agencies | Excess vs Loser | Cancer Councils fat attack | Butchering songs is Coles cash cow    trans

 

Comments


  1. Good moron
    22 Jun 12
    12:44 pm

  2. You know Andy knows stuff because he’s holding a coffee from Workshop Espresso, just outside the Hilton. Barry @ Workshop makes the best coffee in Sydney.

    http://www.au.timeout.com/sydn.....p-espresso

  3. CAN I have heard that correctly ...
    22 Jun 12
    1:22 pm

  4. … that around the 7-minute mark that the only acceptable score is 9-out-of-10?

    Morgan has CBA’s customer satisfaction at 77.2%, and for Business Banking it was 61.5%.

    QED.

  5. archie
    22 Jun 12
    2:04 pm

  6. How ironic that Andy says the break-up campaign is an old idea when Saatchi’s have done ‘Can’ offshore several times

  7. Jealous
    22 Jun 12
    2:08 pm

  8. Andy… thanks. Just made my Friday. How lucky are Ikon

  9. JEH
    22 Jun 12
    2:26 pm

  10. Thanks Andy…just reaffirmed my decision to move on!

  11. Richard
    22 Jun 12
    2:34 pm

  12. I love this line:

    “Don’t waste your time working somewhere that doesn’t inspire you. Don’t work for arseholes. Leave.”

    Never a truer word has been said.

  13. Simon
    22 Jun 12
    2:41 pm

  14. Archie, I think you missed the point, he’s saying that old vs new doesn’t matter if it’s the right strategy to solve the marketing problem

  15. Gold Member
    22 Jun 12
    2:43 pm

  16. Hey Andy if you are looking for good marketing people who know about banking, you should look this young girl up.

    http://www.youtube.com/watch?v=Bx5Sc3vWefE

    She has a really grip on some of the issues with banks and their customers.

  17. Graduate
    22 Jun 12
    3:07 pm

  18. Don’t work for arseholes? Guess I better leave the marketing industry then..

  19. Malbino
    22 Jun 12
    3:35 pm

  20. straight up. simple. refreshing

  21. Ann
    22 Jun 12
    4:31 pm

  22. Good message in any business

  23. Groucho
    22 Jun 12
    5:31 pm

  24. To all those arseholes out there who I worked for: may you live in interesting times…………..’til the karma gets you.

  25. dave
    22 Jun 12
    6:13 pm

  26. Like what he’s got to say! I’m a fan

  27. Craig
    24 Jun 12
    9:30 pm

  28. Seems to be a lot of moderating going on here.

  29. Rob Dabank
    25 Jun 12
    10:57 am

  30. Since when is a new marketing communication, i.e. a fresh ad campaign, become a “rebrand” for Commonwealth bank?

    The new campaign may be trying to reposition the brand, or more pertinently, distance itself from the previous Goodby work by adding a new tagline, but this new campaign execution does not maketh a”rebrand”.

    A brand is much bigger than the latest ad campaign.

    Poor.

  31. Gold Member
    25 Jun 12
    12:13 pm

  32. Whenever a new CMO is appointed to a big marketing gig, they always have two things on their to do list.

    1-Fire old and hire new Agencies, and
    2-Launch a new slogan.

    Seldom are either done for the benefit of the brand, but rather for the CMO.

    Solid thinking Andy Lark on creating well enjoyed brands. Especially of note the things Andy is “Sick and tired of,” and sensible advice on “assholes” but the rest is right on the mark as well. Well done, Andy Lark! We love it!