Host: Nadia Cameron, Publisher | Editor – Marketing

Numbers are increasingly stacking up that sticking to your brand narrative and creative platform knitting year after year pays outsized dividends. And it might just be the ticket to avoiding AI slop.

But it takes a wealth of market sensibility, consumer contextual input, creativity, fresh thinking and strategic nous to sell in such bold work in the first place – then keep at it. It’s equally true tenure and commanding influence inside an organisation plays a sizeable role in orchestrating a longer-term marketing and brand game plan and builds buy-in for the long-term vision, not just the next execution.

Two leading Australian CMOs have been over indexing on these compounding brand building and campaign benefits and have just celebrated five years of compounding success: Suncorp Executive General Manager of Brand and Customer Experience, Mim Haysom, and Tourism Tasmania CMO, Lindene Cleary.

Suncorp’s ‘One House’ campaign was the most highly awarded work in the country in 2021/22, including a Cannes Lion Grand Prix for innovation. It’s the foundational piece of Suncorp’s multi-year brand platform shift from recovery to resilience, a consistent thread that’s since been realised through work such as ‘Resilience Road’, strengthening five existing homes in Rockhampton to better combat extreme weather. The third piece launched last year was ‘Haven’, a data-infused tool providing personalised advice on help owners understand their potential extreme weather risks and how to be more resilience down to the individual property level.

While the brand and industry kudos have flowed, the work has importantly also driven change at the regulatory level. From $0.97 cents in every $1 going on recovery, the figure’s dropped to $0.93, seeing more money spent on prevention instead. “Four cents might not sound like much, but that's a big thing to move the dial on,” says Haysom.

For Tourism Tasmania, debuting the ‘Come Down for Air’ platform, then commencing the multi-year ‘The Off Season’ program to drive visitation during the quieter winter months has also demonstrated similarly compounding benefits. It’s played a pivotal role in growing winter visitation year-on-year to record levels in 2025. It is a statewide initiative that requires the whole organisation and its stakeholders to move together.

“There’s a reason we're doing it in the first place, and that’s to get people here. But it’s also making sure we’re getting the right people here who will actually come and spend money, value what we offer in Tasmania, respect what we offer and really understand it,” says Cleary, adding visitation is up 10 per cent since the launch in 2021. 

Tune into this latest CMO Awards podcast episode to hear more about how these two dynamic CMOs sold, and kept the focus on, compounding brand building. 

Host: Nadia Cameron, Publisher | Editor &ndash; Marketing
Numbers are increasingly stacking up that sticking to your brand narrative and creative platform knitting year after year pays outsized dividends. And it might just be the ticket to avoiding AI slop.
But it takes a wealth of market sensibility, consumer contextual input, creativity, fresh thinking and strategic nous to sell in such bold work in the first place &ndash; then keep at it. It&rsquo;s equally true tenure and commanding influence inside an organisation plays a sizeable role in orchestrating a longer-term marketing and brand game plan and builds buy-in for the long-term vision, not just the next execution.
Two leading Australian CMOs have been over indexing on these compounding brand building and campaign benefits and have just celebrated five years of compounding success: Suncorp Executive General Manager of Brand and Customer Experience, Mim Haysom, and Tourism Tasmania CMO, Lindene Cleary.
Suncorp&rsquo;s &lsquo;One House&rsquo; campaign was the most highly awarded work in the country in 2021/22, including a Cannes Lion Grand Prix for innovation. It&rsquo;s the foundational piece of Suncorp&rsquo;s multi-year brand platform shift from recovery to resilience, a consistent thread that&rsquo;s since been realised through work such as &lsquo;Resilience Road&rsquo;, strengthening five existing homes in Rockhampton to better combat extreme weather. The third piece launched last year was &lsquo;Haven&rsquo;, a data-infused tool providing personalised advice on help owners understand their potential extreme weather risks and how to be more resilience down to the individual property level.
While the brand and industry kudos have flowed, the work has importantly also driven change at the regulatory level. From $0.97 cents in every $1 going on recovery, the figure&rsquo;s dropped to $0.93, seeing more money spent on prevention instead. &ldquo;Four cents might not sound like much, but that's a big thing to move the dial on,&rdquo; says Haysom.
For Tourism Tasmania, debuting the &lsquo;Come Down for Air&rsquo; platform, then commencing the multi-year &lsquo;The Off Season&rsquo; program to drive visitation during the quieter winter months has also demonstrated similarly compounding benefits. It&rsquo;s played a pivotal role in growing winter visitation year-on-year to record levels in 2025. It is a statewide initiative that requires the whole organisation and its stakeholders to move together.
&ldquo;There&rsquo;s a reason we're doing it in the first place, and that&rsquo;s to get people here. But it&rsquo;s also making sure we&rsquo;re getting the right people here who will actually come and spend money, value what we offer in Tasmania, respect what we offer and really understand it,&rdquo; says Cleary, adding visitation is up 10 per cent since the launch in 2021.&nbsp;
Tune into this latest CMO Awards podcast episode to hear more about how these two dynamic CMOs sold, and kept the focus on, compounding brand building.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

The CMO Awards Podcast Episode 12: Compounding benefits – playing the long game in brand and campaign strategy

https://api.omny.fm/orgs/fa326977-3de5-4283-9b8b-af3500c58607/clips/f7a1d395-340d-44b0-8578-b4410074c811/transcript