Rethink

Sep 15 2020 17 mins 4

Rethink is an investigative journey into the biggest issues facing marketers today. Host Rachel Corbett joins forces with some of the most interesting and innovative minds to Rethink marketing challenges – with a little help from Google. It’s a feast of thought-provoking insights and stories that’ll inspire you to Rethink the way you do business.





A brave twist to a moving story
Sep 15 2020 21 mins  
Rachel discovers that the four words Bill Bernbach, David Ogilvy and Neil French would say today are ‘I told you so’. Because whilst we all agree it’s getting harder and harder to break through the noise, creativity is still the last unfair advantage brands are allowed to take. But even though bravery is subjective and hard to measure, we hear from brands like Aldi and Klarna who are using data to maximise the impact of creative storytelling. Welcome to Rethink, a podcast by Think with Google. Today's episode is all about what it takes to don your armour, grab your sword and charge into the battle of creativity....that was probably a bit much wasn't it. But coming up with brave creative doesn't have to involve dressing up like you're ready to joust. It's about standing out in a sea of sameness. It's about saying the things people are thinking but that other brands don't seem to be comfortable saying and when you get that right you end up with an ad that makes people think "Finally! Someone is listening." And today's challenge is about how to use science to achieve that result.... "We keep hearing that brave creative works. The problem is, bravery is pretty subjective and difficult to measure, so it can be hard to get everyone on board. Is there a way of using data to know how far we should go?" To help us answer this we chat with BMF's Group Strategy Director, Kinga Papp, and Creative Director, David Fraser about Aldi's unprecedented ad for these unprecedented times. Andrea Darling, Marketing Director at Klarna talks us through how you manage to capture people's attention when you've got zero brand awareness and people are stuck inside their homes. And Fiona Walford, Head of Creative development at Google ANZ explains how we can use data to work out how far we can push the envelope. Want to work out how to stand out? Check out this episode.... FURTHER READING Want to learn more about how data can help you come up with brave creative? Check out the latest from Think with Google.. The latest observations on creative effectiveness amid COVID-19 When creative and media come together, sparks fly Google's Unskippable Labs has run over 250 video ad experiments. Learn their approach How to ensure your video creative is driving performance For even more great insights head to https://www.thinkwithgoogle.com.au/ CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton


Who am I? And how did I get here?
Sep 01 2020 20 mins  
Rachel goes down the customer journey rabbit hole and gets curiouser and curiouser about the question “How can brands show up in the right place, at the right time, and say the right thing?” Welcome to Rethink, a podcast by Think with Google. If you think consumers are going on a purchase journey that involves "Me like. Me buy" you've waaaaay oversimplified things/ Add to that, we're in the middle of a global pandemic and you've got the inspiration for today's challenge.... "It's my role to get my clients' ads in front of the right people at the right time. But consumer behaviour is more unpredictable than ever right now, so how can we bring brand top of mind when they're at the point of purchase?" To nut this one our we chat to Rhys Williams, director of media sales specialists at Google who helps us detangle the Messy Middle that is path to purchase. Mike Daniels, Founder of the Behavioural Architects steps us through the seven principles that can help your brand stand out (even in a crisis). And we head across the ditch to chat to Gemma Bevan who worked on NZ's United Against COVID-19 campaign to find out how you galvanise an entire population. After this episode you'll never think of path to purchase as linear again. FURTHER READING Want to learn more about how to get in front of consumers when they don't even know how they make their decisions? Check out the latest from Think with Google... Check out our four-part video series to see how behavioural principles affect people from awareness to purchase. Dig deeper into our research on consumer behaviour to explore a new model of decision-making. For even more great insights head to https://www.thinkwithgoogle.com.au/ CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton









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