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  • 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

    See omnystudio.com/policies/listener for privacy information.

  • 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

    See omnystudio.com/policies/listener for privacy information.

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  • Rachel Corbett encounters a world of commuters who’ve stopped commuting. How have businesses jumped from chatty radio hosts, and witty billboards, to quick click delivered stuffed crusts? She finds unexpected answers to the question “What’s the most effective way to reach and engage consumers in this challenging environment?”

    Welcome to Rethink, a podcast by Think with Google. 

    To say our behaviour has changed over the past few months would be the understatement of the century.

    Power suits have been replaced by PJs and if you want to interrupt someone's commute with a little brand messaging you might need to break into their house and accost them in their hallway.....which isn't going to end well for anyone. 

    And that's exactly what today's challenge is all about...

    "One of my clients has traditionally tried to reach consumers on their work commute. For the last few months that commute has been a walk from the kitchen to the home office, so they've paused much of their marketing activity. I want to know what has replaced 'the commute'?"

    To answer this we chat to Paul Sinkinson, Managing Director of Analytic Partners who has his hands on all the important data. We hear from OMD's Laura Nice, and Ian Czenz who share case studies of brands they've worked with who've done a great job of turning up for customers in difficult times. And Rachael Powell from Google's consumer and market insights team reveals what we've all been doing online while we've been in lockdown (and it's not what you'd expect).

    If you want to know how to stay top of mind in these interesting times, so you can also be top of online searches, this episode is for you. 

    FURTHER READING

    Want to learn more about what your consumers are up to and what's the right message to communicate to them? Check out the latest from Think with Google. 
    Get tips for paving the road to recovery from Analytic Partners' marketing director, Paul Sinkinson. 
    Keep up with rising retail categories across Australia by exploring our interactive tool that updates daily.
    Learn how to unlock insights across Search and YouTube with Google Trends. 

    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

    See omnystudio.com/policies/listener for privacy information.

  • Rachel finally steps out of lockdown and into the light, to a whole new world. Faced with the question “How on earth can marketing reach and connect with people who are finding new ways to stay connected themselves?”

    Welcome to Rethink, a podcast by Think with Google. 

    As every ad break has been telling us, we've just come through 'new-precedented, un-normal times where we've all been in this together'. Sure, we're not tripping over each other in the toilet paper aisles as much, but are we now in a new marketing reality? And have things really changed for good? 

    Each week on this podcast we'll take a marketing conundrum from the media and advertising industry and speak to experts to find out how to tackle it in new and creative ways (and from a safe distance, of course). 

    This week's challenge is one that's probably popped up many times over the past few months...

    "We've had 3 months of living simpler lives... baking, board games and DIY... But I want to know, what are the behaviours we'll keep as we go forward from the post-covid experience and how can brands adapt?"

    To answer this we chat to Ash Chang, the Head of Culture and Trends at YouTube APAC, to find out what we've been watching while in isolation. We get insights from Simon Joyce, Founder of Emotive, an integrated creative agency that's had a lot of success in branded video content... we're talking watch times of over two minutes! And we speak to Marion Grasby, host of Marion's Kitchen to find out how she built a passionate community of dumpling loving fans on her YouTube channel. 

    If you want to know how marketing can reach and connect with people who are desperately looking for new ways to stay connected themselves, this is the episode for you. 

    FURTHER READING

    Want even more insight into how you can connect with consumers? Check out the latest from Think with Google
    Discover how to connect your audience with the video content the love.
    Learn why Aussies are using streaming services in favour of free-to-air TV.

    For even more great insights head to https://www.thinkwithgoogle.com/ 

    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

    Music Theme: Taka Perry

    Engineer: Adrian Walton

    See omnystudio.com/policies/listener for privacy information.

  • Dropping early August, a new podcast by Think with Google. 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.



    See omnystudio.com/policies/listener for privacy information.