Russ & Freddie chat to Joe Aston, founder of Rampart news & author of 'The Chairman's Lounge; The inside story of how Qantas sold us out'.

We talk about what happens to a brand when you betray people’s trust.

 

Russ &amp; Freddie chat to Joe Aston, founder of Rampart news &amp; author of 'The Chairman's Lounge; The inside story of how Qantas sold us out'.
We talk about what happens to a brand when you betray people&rsquo;s trust.
&nbsp;

Every week, advertising gurus Russel Howcroft and Freddie Young offer a glimpse behind the curtain of the world’s most talked about marketing campaigns, brands, ideas, advertising news and industry screw ups.

Every week, advertising gurus Russel Howcroft and Freddie Young offer a glimpse behind the curtain of the world&rsquo;s most talked about marketing campaigns, brands, ideas, advertising news and industry screw ups.

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Ross Stevenson and Russel Howcroft keep Melbourne informed and entertained with their razor sharp wit and humour every morning on 3AW Breakfast, 5.30am-8.30am.

The daily podcast and best segments from their program are uploaded right here.

Ross Stevenson and Russel Howcroft keep Melbourne informed and entertained with their razor sharp wit and humour every morning on 3AW Breakfast, 5.30am-8.30am. The daily podcast and best segments from their program are uploaded right here.

3AW Breakfast with Ross and Russel

Qantas & the ultimate brand betrayal; With Joe Aston 

In today’s episode, Russel and Freddie tackle the AI paradox, while automated tools offer instant campaign execution, brands are facing swift consumer backlash when human imagination gets left out of the mix. Plus, the team breaks down Optus's brand revival strategy in a crowded network market and finally, they explore how the Gap leverages on-the-rise celebrities to build major cultural clout.

We watch:
Optus
Fanta
Gap

In today&rsquo;s episode, Russel and Freddie tackle the AI paradox, while automated tools offer instant campaign execution, brands are facing swift consumer backlash when human imagination gets left out of the mix. Plus, the team breaks down Optus's brand revival strategy in a crowded network market and finally, they explore how the Gap leverages on-the-rise celebrities to build major cultural clout.
We watch:
<ul>
<li><a href="https://youtu.be/YyftrpH_m8c?si=ug8jvXsopQPAi_uX">Optus</a></li>
<li><a href="https://www.youtube.com/watch?v=3JZebAoypto">Fanta</a></li>
<li><a href="https://www.youtube.com/watch?v=6eQ6NWuFaCk">Gap</a></li>
</ul>

AI makes execution instant; Imagination makes it matter

In today’s episode, we sit down with Mark to cut through modern marketing hype and focus on the fundamentals that actually drive growth. We chat about the harsh realities of brand building, the rise of AI and synthetic data, and we had an exclusive sneak peek at Mark's upcoming project on history’s greatest marketing case studies. 

We watch:
Heinz

In today&rsquo;s episode, we sit down with Mark to cut through modern marketing hype and focus on the fundamentals that actually drive growth. We chat about the harsh realities of brand building, the rise of AI and synthetic data, and we had an exclusive sneak peek at Mark's upcoming project on history&rsquo;s greatest marketing case studies.&nbsp;
We watch:
<ul>
<li><a href="https://www.instagram.com/reel/Db23cVhNK_B/?igsh=dzNldjJwcGVkc2k2&amp;wa_logging_event=video_play_open">Heinz</a></li>
</ul>

The Masterclass in Modern Marketing: With Mark Ritson

In today's chat Russ and Freddie discuss AI advertising tools, key media strategy and Coca-Cola’s shift toward addressing real "human problems." Plus, they question whether the BBC's latest 3.5-minute ad campaign is brilliant or a bit too atmospheric.

We watch:
The Economist
Coca-Cola
BBC

In today's chat Russ and Freddie discuss AI advertising tools, key media strategy and Coca-Cola&rsquo;s shift toward addressing real "human problems." Plus, they question whether the BBC's latest 3.5-minute ad campaign is brilliant or a bit too atmospheric.
We watch:
<ul>
<li><a href="https://lbbonline.com/news/the-economist-brand-platform-exposure-know-it-before-you-need-it">The Economist</a></li>
<li><a href="https://www.youtube.com/watch?v=JGD1dMjDiIk&amp;t=1s">Coca-Cola</a></li>
<li><a href="https://www.youtube.com/watch?v=koftLxmT6Wc&amp;t=208s">BBC</a></li>
</ul>

Qantas & the ultimate brand betrayal; With Joe Aston

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