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‘Don’t f*ck with your branding’: Tim Ross closes the Mumbrella360 main stage

Veteran radio host Tim Ross took the Mumbrella360 audience on a trip back in time when he closed the main stage on Wednesday.

In his session, Six Red Hot Marketing Ideas from the 1980s, Ross touched on the significance of using cultural moments in nostalgic-centric marketing. 

He reminisced on iconic campaigns from the era, including Paul Hogan’s Come and Say G’day Tourism Australia TV ad, which took America by storm and coined the legendary term, Shrimp on the Barbie. 

He also touched on how brands such as Winfield are so embedded in Aussie culture because of successful marketing from the 1980s, with Hogan also at the forefront of the campaign.

Ross even went back to the famous police-run Blue Light discos from the early ’80s, telling the audience: “Don’t fuck with your branding.”

“The logo was designed by one of those cops in-house in 1980,” Ross said.

“It hasn’t been changed since. People still know what it is. It still says the same thing.”

Highlighting the significance of Aussie-ness as a tactical marketing technique, Ross said: “The 1980s was a huge tide for Australian culture. It was before globalisation and when we were rolling around in our own identity.” 

Ross concluded the session by urging the marketers in the room to tap back into the optimism of the 1980s. 

Ross first found success in the 1990s alongside comedic partner and radio host Merrick Watts. Merrick and Rosso hosted radio shows on Triple J before taking the coveted breakfast slot on the newly formed Nova 96.9 in 2001. 

Last month, Ross appeared on Mumbrella’s one-on-one podcast where he ironed out rumours of a fallout between the pair. Listen to the full episode here.

While he may be best known for his work on TV and radio, Ross has also always had a passion for architecture and design. Over more recent years, he has performed his live Man About the House show in architecturally significant buildings and homes all over the world

To watch this session recording and more from Mumbrella360, head to Mumbrella Pro.

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