CMOs unplugged: A frank discussion on the state of the marketing industry | Mumbrella360 video

Ever wondered what CMOs really think about their CFOs? How about their true feelings on remaining creative in a corporate environment? In this Mumbrella360 panel, three of Australia's top marketers are joined by PwC's Russel Howcroft to provide some serious straight talk.

In this session from June’s Mumbrella360 conference, new PwC chief creative officer Russel Howcroft leads a panel of top marketers including News Corp CMO Tony Phillips, former ANZ Bank marketer Louise Eyres and IAG CMO Brent Smart to discuss the current state of the marketing industry.

The talk touches on the seemingly endless debate between digital and traditional media, which Phillips makes his case very clear on: “We seem to be obsessed about this debate around digital and traditional media and all that, and for me it’s a kind of irrelevant debate because it’s really: how do you best reach the customer?”

The CMOs also spend time talking about their creative process, including the difficulties with creating an environment where ideas can flourish.

Smart says: “A lot of us create environments where ideas are never going to flourish, just because of the way we’re engaging with our creative partners, or the pressure we’re putting on the process… I just think you’ve got to create an environment where great ideas can live. It’s hard.”

Smart: “It’s the natural instinct of a corporation to kill a great idea”

Commenting on the importance of Australia’s marketers thinking globally, Eyres asks: “We’re talking about the silence of zero growth in Australia… have to look outside Australia, because it is not zero growth globally.

“As marketers, how do we manage that portfolio? How do you manage a portfolio of products that are at different life cycles of growth, different geographies, different segments, rather than taking this very linear approach?”


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