Where Does This Leave Brands? (The State of Marketing Right Now with Adam Hickey)

It feels like everything in Australian media is consolidating right now.

The same platforms, the same media owners, the same publishers.

So where does that actually leave brands?

And what happens to local media?

This is just one of the things that Taylor is talking about with Adam Hickey, co-founder of Orand who has worked across agencies, client side and now consults with some of the biggest brands in the country, including Subway.

He’s been involved in major pitch processes, worked closely with leadership teams and has a pretty clear view of how marketing decisions are being made behind the scenes.

Today we’re talking about what’s happening across the Aus media landscape, how brands are thinking about where to invest, and why local area marketing is still doing more heavy lifting that people think.

Key moments:

0:00 - The consolidation of Australian media - Why the media is being squeezed harder than ever (and what that means for where your budget goes next)

3:43 - Are publishers coming for the agency role? And what that means if you’re the one spending the budget

4:17 - International vs domestic media: how much is too much when we still need to support local media?

11:10 - How big brands really make marketing decisions (it’s not as strategic as you’d think)15:25 - What corporate teams are getting frustrated by when it comes to working with agencies…

19:03 - Local area marketing: What is driving real foot traffic

22:31 - If Adam was launching a new multi-location brand today - where would he start with his marketing?

25:00 - AI in marketing: the gap between what’s possible… + what most teams are actually doing

29:25 - What separates the pitches that win bids versus the ones who don’t

31:48 - How to actually stand out in a pitch

35:32 - The next move that will unlock growth in your business

36:37 - Before you blame your agency… this is the one thing marketing teams need to fix first

Connect with Adam on Linkedin here.

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