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Each year hundreds of marketers and speakers decent on the city of Adelaide for Marketing Week. Today we have the second of two marketing week specials as we talk to Mat Baxter, CEO Asia Pacific of Naked Communications.
Naked launched in Australia only 4 years ago and it has been a whirlwind ride since then. 2007 brought with it 6 finalists at the Cannes Lion and one Media Lions winner. In 2006 Naked swept the industry board picking up Adnews’ Media and Specialist Agency of the Year as well as B&T’s Media Agency of the Year. Past awards include “Best Media Idea” at the Australian Media Federation Awards and Gold at the Australian Direct Marketing Association’s Effectiveness Awards.
Well known for his bold and uncompromising approach to business, he is no stranger to the press and will regularly commentate on industry issues.
Today Simon Small and David Campbell talk to Mat Baxter about how digital fits into Naked’s model of media neutral communications strategy and why he thinks advertising agencies won’t be around in 5 years.
- 0:27 Introduction to the show & what’s coming up
- 1:35 We talk to Mat Baxter about how he see’s digital having changed the media landscape and why he thinks advertising agencies won’t exist in 5 years.
- 22:40 This week’s top and flop. The Top goes out to Bendigo Bank for their new campaign that relies heavily on digital, itstartswithu.com.au. This week’s flop has spun out of a big news story of the week; the church pastor who has been busted lying about having cancer for 2 years. It’s fairly complex but it landed our flop because of the handling of the social media conversations around the controversy.
- 28:55 Show wrap up
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