Leaning into brand building is a key way IAG's NRMA and CGU businesses are getting through the COVID-19 pandemic, chief marketing officer, Brent Smart, says.
In this latest episode of Conversations over a Cuppa with CMO, we hear from the dynamic marketing leader about the brand lessons from these tough times, and how to balance the short and long term in the midst of a crisis.
Brent Smart is CMO of IAG, the Australian insurance giant with leading brands including NRMA and CGU. According to WARC, NRMA is currently the most awarded financial services brand for creativity and effectiveness in the world.
Previously Brent spent 20 years in the advertising business in Australia, New Zealand and the USA. He was CEO of Saatchi & Saatchi New York and ran Colenso BBDO which was named NZ Agency of the Decade. He has led a body of creative work that has won lots of Cannes Lions and Effies, adding another 4 Lions and a Gold Effie in the last year.
Originally from Melbourne which explains his love of footy, Brent lives in Bondi with his wife and three sons with weird accents.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
