‘You have to be confident’: CMO Nikki Clarkson relives iconic Triple M Slash campaign put together in a week
The theme music for Triple M’s Dr Dan show is one of the most iconic radio jingles, but do you know how it all came together?
Appearing on a new episode of Mumbrella’s one-on-one podcast series, former Southern Cross Austereo chief marketing officer, Nikki Clarkson, explained how her and the team managed to pull the campaign off with iconic rocker Slash… in just a few days.
Clarkson recalled camping in Pambula when she received a call from then-head of content Craig Bruce and CEO Guy Dobson who rang with some great, but equally alarming news: “We can get Slash to be in a Triple M ad. But it’s next week.”
“That was a real goosebumps moment,” Clarkson told host Neil Griffiths.
“When you have an iconic campaign like that, obviously it then extrapolated out into every touch point as well… but I think as a marketer and a marketing team, it’s great to have those examples in your back pocket.”
All told, the campaign came together in less than 10 days when Slash recorded the ad at Sydney’s Carriageworks and while it is one of the more popular Australian campaigns, Clarkson said the steps put in place were crucial to success.
“You have to have a great team around you, and that just comes down to picking great people.
I think you have to live and breathe great work… believe in creativity and believe that you’re adding value to the business. But also beyond that is relationships through the company. So when you’re moving really quickly or when you’re taking risks, you have to be confident in the team around you.
“You have to be confident that everyone’s got each other’s back, that we’re all working for a very well defined purpose,” she continued.
“If you’ve got those relationships in place, they certainly pay off when you’re looking to do great work or move really quickly.”
Listen to the full podcast with Clarkson here.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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I remember this shoot! Slash is a pro to work with.
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