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Face 2 Face – Facebook’s exploration into the modern marketer and the strength of brand


Face 2 Face – Facebook’s exploration into the modern marketer and the strength of brand


Facebook has released its new podcast series with host Jules Lund interviewing some of the brightest marketers Australian brands have on offer.

This article was sponsored by Facebook to let readers know about its new industry podcast, Face 2 Face »

Face 2 Face, a new podcast by Facebook, looks to answer key questions entering the modern marketing environment. How should marketers be adapting for mobile? How has creativity changed? Can you build brand on mobile? How does the modern marketer engage with her customer in meaningful ways?

Paul Bootlis, creative director at Host/Havas Australia, explains his thoughts on changing creative storytelling on digital, “I think the biggest shift in approach is going from ‘one-to-many’ to ‘many-to-many.

“Being able to personalise communications at scale is an extraordinary shift.”

Optus director of advertising Parag Panjwani expands, saying “we are able to actually show them what appeals to them. We know who we should target for the sports led campaign, who we should target for the music led campaign… It’s that environment of knowing who you’re talking to: many to many.

“With social I think that’s exactly what we’ve been able to do, we’ve been able to target the right people with the right message.”

The series looks to uncover insights from industry leaders at top Australian brands and agencies. Talent from KPMG, TBWA Melbourne, Optus, Velocity Frequent Flyer, Host/Havas, Guzman y Gomez, AFL and Initiative discuss the changes the industry is undergoing and where marketers should be looking for relevancy.

Earlier this month, Facebook and Deloitte released their ‘Brand Building in the Digital Age’ report, finding that businesses with strong brand are significantly more profitable. Also according to Facebook, the top 100 brand assets in Australia were worth $143 billion in 2017.

Guzman y Gomez CMO Lara Thom discusses giving customers control of your brand, “Remember when people used to say, ‘Next year will be the year of mobile’?”

“Mobile is what mobile is. It’s now our first and primary screen, and that’s how we market.”

CEO at TBWA Melbourne Kimberlee Wells on community engagement in the social media age, “The power of social really comes to life when you’ve got [one] community pitted against [another] community.

“So you have a brand in the centre, the brand can throw something in and then step away – the ripple is then solved through those community groups both interfacing with each other.”

Jules Lund’s deep dive conversations with Australia’s leading marketers is available on Apple Podcasts, Google Podcasts and Spotify.

Or, read more about Face 2 Face here »




Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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