04th October 2023
Using the power of creativity to build brands, drive business, and shape culture, Susan is a proper marketer tasked with tempting tourists to the land of kangaroos and Kylie.
And we were lucky, lucky, lucky enough to talk to her on a ton of topics, including her first job at a retirement home, working with Steve Jobs, understanding context, creativity in service of commercial outcomes, brand codes as a mental shortcut, testing, Come and Say G’Day, silencing critics, creating something distinctly and uniquely Australian, managing 27 million stakeholders, and a whole lot more. If it’s a celebration of proper marketing you want, then pour this into your lug holes.
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And check out Come and Say G’Day
(02:08) - Quick fire questions
(03:17) - First jobs, what she learnt working in a retirement home, and getting into ad land
(08:12) - Being a part of Apple’s Think Different campaign and what Steve Jobs asked her opinion on
(13:00) - Account management, being a creative enabler, and what set her up for success client side
(18:14) - Speaking the language of the boardroom and Ritson’s Mini MBA
(20:49) - A deep dive into Tourism Australia’s Come and Say G’day campaign
(25:55) - Using research and brand codes to create something distinctly and uniquely Australian
(32:26) - Testing in Australia and beyond with System 1
(39:52) - Listener questions
(47:41) - 4 pertinent posers