Matt Tapper, National Marketing Director of Lion and AANA Deputy Chair, gives an enlightening perspective into business culture and what moves Lion has taken to create a more vibrant beer culture in Episode 3 of Marketing Dividends.

In this comprehensive video interview, Matt talks in detail about having a clear company purpose: “Having a purpose or a North Star to allow you to know what is right from wrong in the context of what the organisation is about is fundamental. It works at an organisation level. It works at a brand level and it allows us as marketers or leaders to empower our teams to get on and make considered decisions, knowing that the purpose provides a framework.”

Mr Tapper says, “The level of commercial acumen in marketing these days is significant and absolutely central. Measurement on how we can influence changes not just attitudes but behaviours. Any great of good marketing recommendation should be supported by a significant amount of commercial acumen. It’s about delivering high levels of accountability and measurability, and giving the organisation more confidence in backing initiatives.”

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