In this fascinating and wide-ranging discussion with branding and advertising guru, President and Regional CEO of TBWA, Paul Bradbury, we discuss recent developments in advertising markets and consumer trends. We use company examples such as Gatorade and Telstra to bring the branding process alive. Paul makes one of the biggest calls in the history of the Good Investing Podcast by saying social media has peaked and he explains why he thinks this is the case. He speaks of how people's media consumption patterns and behaviour have changed including the emergence of the "you only live once" mentality which is possibly contributing to stronger than expected discretionary consumption. We discuss two campaigns that are making a real change to the social landscape, signifying the potential social power of advertising, before we move into the ranking of the Greatest Five Ads in the history of Australian advertising. Will your ranking be the same as Paul's?

0 min 45 secs Summary of the episode
1:30 Paul Bio and who is TBWA
4:20 What is the disruption component of TBWA,  what does that mean and the Gatorade example
8:20 Multi-media channels have changed the campaign approach
12:30 Current ad markets and media spend. The consumer “you only live once “ mentality leading to higher than expected discretionary spending
17:01 The way advertising is moving... away from the straight 30 second spot
20:20 The challenge in targeting consumers
22:05 The share of advertising the big platforms attract Meta, Google etc. Has social media peaked?
24:30 Case study -  The Telstra account “+61”
29:00 Advertising making a real social difference. Mastercard ball kids and Classify "C” for Consent
36:30 How AI will impact the advertising industry... looking forward, not looking back
38:50 The greatest five ads in Australian advertising history quiz (using a very low tech approach...)

Links to Mastercard ball kid campaign https://www.youtube.com/watch?v=GosY_5SPa_c
Link to the Classify "C” for Consent campaign https://www.youtube.com/watch?v=ydrhk51SqFQ

In this fascinating and wide-ranging discussion with branding and advertising guru, President and Regional CEO of TBWA, Paul Bradbury, we discuss recent developments in advertising markets and consumer trends. We use company examples such as Gatorade and Telstra to bring the branding process alive. Paul makes one of the biggest calls in the history of the Good Investing Podcast by saying social media has peaked and he explains why he thinks this is the case. He speaks of how people's media consumption patterns and behaviour have changed including the emergence of the "you only live once" mentality which is possibly contributing to stronger than expected discretionary consumption. We discuss two campaigns that are making a real change to the social landscape, signifying the potential social power of advertising, before we move into the ranking of the Greatest Five Ads in the history of Australian advertising. Will your ranking be the same as Paul's? 0 min 45 secs Summary of the episode 1:30 Paul Bio and who is TBWA 4:20 What is the disruption component of TBWA,  what does that mean and the Gatorade example 8:20 Multi-media channels have changed the campaign approach 12:30 Current ad markets and media spend. The consumer “you only live once “ mentality leading to higher than expected discretionary spending 17:01 The way advertising is moving... away from the straight 30 second spot 20:20 The challenge in targeting consumers 22:05 The share of advertising the big platforms attract Meta, Google etc. Has social media peaked? 24:30 Case study -  The Telstra account “+61” 29:00 Advertising making a real social difference. Mastercard ball kids and Classify "C” for Consent 36:30 How AI will impact the advertising industry... looking forward, not looking back 38:50 The greatest five ads in Australian advertising history quiz (using a very low tech approach...) Links to Mastercard ball kid campaign <a href="https://www.youtube.com/watch?v=GosY_5SPa_c" data-saferedirecturl="https://www.google.com/url?q=https://www.youtube.com/watch?v%3DGosY_5SPa_c&amp;source=gmail&amp;ust=1710457704518000&amp;usg=AOvVaw34N1jendn5aWHLaZap9Tgx">https://www.youtube.com/watch?v=GosY_5SPa_c</a> Link to the Classify "C” for Consent campaign <a href="https://www.youtube.com/watch?v=ydrhk51SqFQ" data-saferedirecturl="https://www.google.com/url?q=https://www.youtube.com/watch?v%3Dydrhk51SqFQ&amp;source=gmail&amp;ust=1710457704518000&amp;usg=AOvVaw3UTPL0_zJI4nsrMWW3bLaC">https://www.youtube.com/watch?v=ydrhk51SqFQ</a>

The Good Investing Podcast connects you with successful investors and business leaders who invest in, or are experts in, a range of industries… but do it with a difference. These leaders of industry are the best at what they do in their chosen field but all have one thing in common - they are passionate about doing things the right way. They are not-for-profit pioneers; they are good governance experts; they are social entrepreneurs; they consider financial and social investments thoughtfully for the long term. They are people that inspire us all to make a bigger difference in the things that matter in the lives we lead.

The Good Investing Podcast connects you with successful investors and business leaders who invest in, or are experts in, a range of industries&hellip; but do it with a difference. These leaders of industry are the best at what they do in their chosen field but all have one thing in common - they are passionate about doing things the right way. They are not-for-profit pioneers; they are good governance experts; they are social entrepreneurs; they&nbsp;consider financial and social investments thoughtfully for the long term. They are people that inspire us all to make a bigger difference in the things that matter in the lives we lead.

Ethical Partners – Good investing Podcast

The Good Investing Podcast connects you with successful investors and business leaders who invest in, or are experts in, a range of industries… but do it with a difference. These leaders of industry are the best at what they do in their chosen field but all have one thing in common - they are passionate about doing things the right way. They are not-for-profit pioneers; they are good governance experts; they are social entrepreneurs; they consider financial and social investments thoughtfully for the long term. They are people that inspire us all to make a bigger difference in the things that matter in the lives we lead.

The Good Investing Podcast connects you with successful investors and business leaders who invest in, or are experts in, a range of industries&hellip; but do it with a difference. These leaders of industry are the best at what they do in their chosen field but all have one thing in common - they are passionate about doing things the right way. They are not-for-profit pioneers; they are good governance experts; they are social entrepreneurs; they consider financial and social investments thoughtfully for the long term. They are people that inspire us all to make a bigger difference in the things that matter in the lives we lead.

Ethical Partners – Good Investing

Ep #32: Paul Bradbury of TBWA on branding/advertising markets; the peak of social media and campaigns that make a social difference

What has Shane Watson learnt on the cricket field that is applicable to business? A lot... and it is all in his new book, The Winner’s Mindset, released in January 2024. Yes there is some cricket talk on Ep#31 of the Good Investing Podcast, but the real focus is on what Shane has learnt over his career about how the mind works, the mistakes he has made and how to motivate and help people to perform at their best as often as possible. We read an earlier edition over summer and what struck us was Shane’s honesty and openness but also the applicability of a lot of what he wrote to the business world.

Shane talks about the difference between Mindset and Skillset, how the conscious mind works vs the unconscious mind and the fact that confidence cannot be about results. Very true in sport, life and investing. Yes, we all strive for good results but we can’t control whether we achieve them. He talks about his performance equation, mental toughness – again equally applicable to the sporting field as the Boardroom and his ACT model. We even have for the very first time a Good Investing Podcast competition where listeners can win the book, personally signed by Shane. The first five people that correctly answer the question, “Who is the best slip fielder Shane has ever seen?” receive a signed copy of his new book. Entries are to be emailed to support@ethicalpartners.com.au. How good!



Link to buy the book: https://shanewatson.au/

Link to BEON Performance: https://www.beonperformance.com/



Highlights

2 min 10 sec The great Good Investing Podcast competition – see the end of the show notes below for details

2.56 Shane’s book, “The Winner’s Mindset” and its relevance to both sport and business. Available 31 January 2024 here https://shanewatson.au/

8.00 The meeting that changed Shane’s life and flying immediately to Charlotte, USA to learn a critical set of new mental skills

13.30 The difference between mindset and skillset… being able to access your skills more often

16.20 Conscious mind vs unconscious mind, what you have control of and when

19.20 The link through to “gut feel” – bringing together what has accumulated in your unconscious mind to make your best decision at that point in time

21.25 Confidence should not be about results… it needs to be based around different factors

25.00 Confidence needs to be about preparation and focus

27.50 Shane’s performance equation… A x B = Results. The “B” factors can’t be controlled so therefore you can’t control results

31.00 Being “results driven” but not be constantly focussed on results only because results can’t be controlled

35.16 How to deal with major disappointments

38.01 The ability to “switch on” and “switch off” and being able to perform for a longer period of time. Conserving your mental energy.

44.35 Social media and distractions

49.05 Mental toughness – what is it and how do you develop it?

54.20 Shane’s seven rules of mental toughness

58.10 The ACT Model… you at your best

1 hr 20 secs BEON Performance – the business. Bringing these skills to the workplace

1.05 40 secs Shane answers the cricket questions you always wanted to ask him

What has Shane Watson learnt on the cricket field that is applicable to business? A lot... and it is all in his new book, The Winner’s Mindset, released in January 2024. Yes there is some cricket talk on Ep#31 of the Good Investing Podcast, but the real focus is on what Shane has learnt over his career about how the mind works, the mistakes he has made and how to motivate and help people to perform at their best as often as possible. We read an earlier edition over summer and what struck us was Shane’s honesty and openness but also the applicability of a lot of what he wrote to the business world.
Shane talks about the difference between Mindset and Skillset, how the conscious mind works vs the unconscious mind and the fact that confidence cannot be about results. Very true in sport, life and investing. Yes, we all strive for good results but we can’t control whether we achieve them. He talks about his performance equation, mental toughness – again equally applicable to the sporting field as the Boardroom and his ACT model. We even have for the very first time a Good Investing Podcast competition where listeners can win the book, personally signed by Shane. The first five people that correctly answer the question, “Who is the best slip fielder Shane has ever seen?” receive a signed copy of his new book. Entries are to be emailed to <a href="mailto:support@ethicalpartners.com.au">support@ethicalpartners.com.au</a>. How good!
 
Link to buy the book: <a href="https://shanewatson.au/" data-saferedirecturl="https://www.google.com/url?q=https://shanewatson.au/&amp;source=gmail&amp;ust=1707431044401000&amp;usg=AOvVaw3p68UnH5OIomj2915iB9no">https://shanewatson.au/</a>
Link to BEON Performance: <a href="https://www.beonperformance.com/" data-saferedirecturl="https://www.google.com/url?q=https://www.beonperformance.com/&amp;source=gmail&amp;ust=1707431044401000&amp;usg=AOvVaw3VAH2mCahFKnQhoig5dhBU">https://www.beonperformance.com/</a>
 
Highlights
2 min 10 sec The great Good Investing Podcast competition – see the end of the show notes below for details
2.56 Shane’s book, “The Winner’s Mindset” and its relevance to both sport and business. Available 31 January 2024 here <a href="https://shanewatson.au/" data-saferedirecturl="https://www.google.com/url?q=https://shanewatson.au/&amp;source=gmail&amp;ust=1707431044401000&amp;usg=AOvVaw3p68UnH5OIomj2915iB9no">https://shanewatson.au/</a>
8.00 The meeting that changed Shane’s life and flying immediately to Charlotte, USA to learn a critical set of new mental skills
13.30 The difference between mindset and skillset… being able to access your skills more often
16.20 Conscious mind vs unconscious mind, what you have control of and when
19.20 The link through to “gut feel” – bringing together what has accumulated in your unconscious mind to make your best decision at that point in time
21.25 Confidence should not be about results… it needs to be based around different factors
25.00 Confidence needs to be about preparation and focus
27.50 Shane’s performance equation… A x B = Results. The “B” factors can’t be controlled so therefore you can’t control results
31.00 Being “results driven” but not be constantly focussed on results only because results can’t be controlled
35.16 How to deal with major disappointments
38.01 The ability to “switch on” and “switch off” and being able to perform for a longer period of time. Conserving your mental energy.
44.35 Social media and distractions
49.05 Mental toughness – what is it and how do you develop it?
54.20 Shane’s seven rules of mental toughness
58.10 The ACT Model… you at your best
1 hr 20 secs BEON Performance – the business. Bringing these skills to the workplace
1.05 40 secs Shane answers the cricket questions you always wanted to ask him

Ep#31: Shane Watson; Why results can’t determine confidence; mental toughness and switching on/off, lessons learnt and The Winner’s Mindset

This is just a short preview of the upcoming episode of the Good Investing Podcast featuring star cricketer and all round good guy, Shane Watson. And believe it or not we don’t talk much about cricket… well there is some cricket talk… but the real focus is on Shane’s book “The Winners Mindset “, which has just been released. We read an earlier edition over summer and what struck us was Shane’s honesty about his own struggles but also the applicability of a lot of what he wrote to the business world.

Shane talks about the difference between Mindset and Skillset, how the conscious mind works vs the unconscious mind and the fact that confidence cannot be about results. Very true in sport, life and investing. Yes we all strive for good results but we often can’t control them. He talks about his performance equation, mental toughness – again equally applicable to the sporting field as the Boardroom and his ACT model. So don’t miss the Good Investing Podcast Ep#31 featuring Shane Watson out soon.

This is just a short preview of the upcoming episode of the Good Investing Podcast featuring star cricketer and all round good guy, Shane Watson. And believe it or not we don’t talk much about cricket… well there is some cricket talk… but the real focus is on Shane’s book “The Winners Mindset “, which has just been released. We read an earlier edition over summer and what struck us was Shane’s honesty about his own struggles but also the applicability of a lot of what he wrote to the business world. Shane talks about the difference between Mindset and Skillset, how the conscious mind works vs the unconscious mind and the fact that confidence cannot be about results. Very true in sport, life and investing. Yes we all strive for good results but we often can’t control them. He talks about his performance equation, mental toughness – again equally applicable to the sporting field as the Boardroom and his ACT model. So don’t miss the Good Investing Podcast Ep#31 featuring Shane Watson out soon.

Ep#31: Preview - Shane Watson; "The Winner's Mindset"

Understanding who Mark Hutchinson is, goes a long way towards making an assessment on whether FFI will be successful in achieving its ambitious plans. Its plans of course are to become a green energy leader in transitioning away from fossil fuels, by first leading by example and operating its sites on a real zero carbon basis by 2030. Mark explains that while its goals may be good for the planet it is also most definitely good business (saving a billion litres of diesel each year for a start!). Be first mover and reap the rewards. We learn about what drives Mark and his views on what good (and bad) leadership looks like. Once we get a feel for this, it becomes clear why he took on one of Australia’s most challenging and potentially rewarding roles – CEO of FFI. Providing rare insight into the inner workings of FFI, Investment Director Nathan Parkin makes his long-awaited return behind the gold and green microphone to draw out the very best from Mark. Disclosure: The Fund has a position in Fortescue (ASX:FMG).  



1 min 58 secs Who is Mark Hutchinson?

3.30 Mark – 24 years at GE and the GE culture and leadership including Jack Welsh stories and leadership thoughts

7.35 GE learnings and how that is relevant to FFI

8.20 Mark on what you learn from bad leaders

10.35 FFI and working with anybody

12.15 Taking your opportunities and taking risks

13.00 Motivation for taking the top job at FFI

16.01 How to adapt to a new culture – making the move to China and taking a leadership role there

21.05 Matching personal values to the role at FFI

25.10 Get the ethics wrong…and what’s the point?

26.27 Not-for-profit involvement and what it teaches you

32.20 What does success look like in 2030?

33.40 Final Investment Decision (FID) on green projects within FFI… the process

37.50 The main risks

43.20 “Humble” leadership is critical

46.40 Advice to your 21 year old self… “don’t worry!”

Understanding who Mark Hutchinson is, goes a long way towards making an assessment on whether FFI will be successful in achieving its ambitious plans. Its plans of course are to become a green energy leader in transitioning away from fossil fuels, by first leading by example and operating its sites on a real zero carbon basis by 2030. Mark explains that while its goals may be good for the planet it is also most definitely good business (saving a billion litres of diesel each year for a start!). Be first mover and reap the rewards. We learn about what drives Mark and his views on what good (and bad) leadership looks like. Once we get a feel for this, it becomes clear why he took on one of Australia’s most challenging and potentially rewarding roles – CEO of FFI. Providing rare insight into the inner workings of FFI, Investment Director Nathan Parkin makes his long-awaited return behind the gold and green microphone to draw out the very best from Mark. Disclosure: The Fund has a position in Fortescue (ASX:FMG).  
 
1 min 58 secs Who is Mark Hutchinson?
3.30 Mark – 24 years at GE and the GE culture and leadership including Jack Welsh stories and leadership thoughts
7.35 GE learnings and how that is relevant to FFI
8.20 Mark on what you learn from bad leaders
10.35 FFI and working with anybody
12.15 Taking your opportunities and taking risks
13.00 Motivation for taking the top job at FFI
16.01 How to adapt to a new culture – making the move to China and taking a leadership role there
21.05 Matching personal values to the role at FFI
25.10 Get the ethics wrong…and what’s the point?
26.27 Not-for-profit involvement and what it teaches you
32.20 What does success look like in 2030?
33.40 Final Investment Decision (FID) on green projects within FFI… the process
37.50 The main risks
43.20 “Humble” leadership is critical
46.40 Advice to your 21 year old self… “don’t worry!”

Ep #32: Paul Bradbury of TBWA on branding/advertising markets; the peak of social media and campaigns that make a social difference

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