Themarketingacademy.org.au
Themarketingacademy.org.au
The next 45 minutes
• Setting the scene
• 101 of the Marketing Academy
• Sharing the learnings
• Questions
2
todays marketing leaders
commercially astute creative superpowers data analysts powerful people leaders strategists digital gods skilled project managers technology geeks expert communicators consummate influencers social media gurus brand champions planners managers innovators customer insight financial whiz kids ambitious customer
product experts
obsessed driven results focussed self motivated entrepreneurial hungry curious loyal engaging high IQ high EQ left brain right brain responsible accountable better faster sharper… ..
4
What is the marketing academy
5
Leadership the Ed Smith way
6
Leadership on and off the field
7 Source: John Eales
The living leader
8 Source: Penny Ferguson
Removing assumptions
9
Leadership in testing times
10 Source: Major Arthur Denaro
Marketer to GM to CEOs
11 Source: Robert Rietbroek Kimberly-Clark
The 7 steps of changing culture
Dr Rene Carayol
12
Being the first follower
13
“Creativity is the most important leadership
quality for success in business”
14 Source: Dr Ken Hudson lecture
UK Professor, Richard Wiseman, 59 seconds, Think a little - change a lot, Pan Books, 2009, pg. 116.
Magic
Formula
&
15
The Ideas Blitz – 5 step process:
Start
Evaluate
Enhance Action
Connect
Power of 3 tool and Bisociative Thinking
Usual Different
Cafe
Radical
Car Wash
?
What happens here?
16 Source: Arthur Koestler 1964.
How to be a wonderful marketer
17 Source: Professor Mark Ritson
Utilise a business coach to be apart of
the top 15%
18
Results
Actions
Thinking
At Cause/At Effect
Focus
Map
Advanced Questioning
Skills
Mentoring sessions
19
Matt Tapper
National Marketing Director
Lion
Ed Smith
CMO Foxtel
Inese Kingsmill
Director of Communications
Telstra
Andy Bateman
Director
Telstra Business
Quarterly
Monthy
Weekly
Daily
Process People
Big Picture
$$
20
Leadership is the art of accomplishing
more than the science of management
says is possible
Brand turnarounds when others say it
can’t be done
21
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
11,000
12,000
-
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Tonnes $M
45.0
FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16
NSV CBM Tonnes
+3 value share
+4 volume share
+$.5M EBIT
January 2015 August 2015
Key learning to finish on
22
For more information about the
marcus evans marketing
summit series: