On the very first episode of Mumbrella’s new one-on-one podcast series, Mumbrella editor and host Neil Griffiths is joined by one of the headliner acts of this year’s Mumbrella360 conference and the former chief marketing officer of Nike, Greg Hoffman.
In part one of this in-depth conversation, Griffiths and Hoffman talk about the CMO’s 28-year stint at Nike and look back at some memorable campaigns, including working with iconic figures like Michael Jordan and Tiger Woods.
Hoffman also shares some of the most important principles he uses in his work, and talks about the importance of being authentic in your work.
“Cultural relevance and consumer affinity is earned, not given,” Hoffman says.
“You’ve got to earn it every day, and there’s nothing worse than lazy marketing, right? So, you can have all the partnerships and demand creation budgets you want, but you’re still going to have to be resourceful, creative, strategic.
“Constantly ask the question: Is this on brand? Or someone else is saying ‘Are we playing it too safe?’”
Listen to the full episode here.
Mumbrella360 will go ahead at Doltone House in Sydney on May 21-23. For details on tickets, click here.
Keep an eye on Mumbrella.com.au for part two of the Hoffman podcast.
