‘CMO’s Talking Over Each Other’

AANA CEO, Josh Faulks, hosted a panel at  Cannes in Cairns last week titled “CMO’s Talking Over Each Other – can creativity and results coexist in peaceful harmony,” the session brought together a rockstar marketing panel that delved deep into the realm of creativity and its impact on achieving remarkable results.

Ruth Haffenden, from Boody, ignited the stage with her unwavering belief in the power of bold creativity. She shared the captivating story behind their ground-breaking campaign, “The Official Underwear of the Entire Planet”. She is a firm believer of go big or go home when it comes to creativity.

Also on the panel was Renee Davidson from Allianz, who highlighted the immense significance of branding in an intensely competitive market. Renee emphasized the critical role that creative thinking plays in amplifying brand impact and captivating audiences in a world brimming with choices.

Hannah Fillis, from MECCA, shared the challenge of how to recreate the immersive MECCA experience online? Hannah revealed their approach: a relentless pursuit of testing and learning, experimenting with new ways of creating content. She underscored the transformative power of native content, revealing how the Mecca team ventured to various settings, from on-set shoots to the streets of Melbourne, and even inside their stores. The results were nothing short of incredible.

The story shared by Clinton Hearne from Flight Centre showcased the resilience and adaptability demanded by COVID. With budget cuts slashing marketing spend to a mere 10%, and a 15% reduction in marketing staff, performance marketing became an essential survival tool for his team. The crisis presented an opportunity to evaluate their tagline’s resonance and explore new avenues for growth. Now, with budgets restored, they are ready to make a splash and go big!

Thanks to the team at B&T for an incredible event. We will be back next year and are already counting down.