Mumbrella360 video: In the company of CEOs

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

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Two CEOs reveal what it takes to work with them, to impress them, and to earn the trust of a true leader.

Featuring: Hans Hulsbosch, owner and executive creative director, Hulsbosch; Cameron Kerr, director and CEO, Taronga Conservation Society Australia; and Gavin Smith, chief executive officer/regional VP, Royal Caribbean Cruises.

In The Company of CEOs
Tim Addington, director, Tag PR


  • 0:00 Introduction by Tim Addington
  • 1:45 Hans Hulsbosch – building relationships
  • 10:00 Never walk in to a meeting with a CEO with a problem
  • 11:30 I never have more than 10 words on a page
  • 12:50 Keep your mouth shut unless you can add real value
  • 13:50 Needs and Roles
  • 15:20 Woolworths and Hulsbosch: a relationship of trust
  • 17:00 Earning the trust of a CEO
  • 21:00 Tim introduces Cameron Kerr and Gavin Smith
  • 22:00 When selecting an agency partner what do you look for?
  • 25:00 How important is having a relationship with the agency you’re working with?
  • 29:30 When did your relationship become an equal partnership?
  • 33:00 Audience questions
  • 35:33 The difference between brand and advertising; throwing out strategy with CEO
  • 40:00 Bringing in the CMO: relationships from the top down
  • 46:01 Presentation concludes.


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