20 years of challenger brand lessons with Auto & General CMO, Jonathan Kerr

Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless execution.From creating a role for himself at Auto & General to helping Budget Direct become one of the country's fastest-growing insurance brands, Jonathan shares why product should always come before growth, how marketers can take greater ownership of the 4 Ps, and what insurance consistently gets right about creativity. We also discuss the power of distinctive brand characters, audio branding, in-house creative teams and a media strategy designed to maximise long-term effectiveness.Useful links<ul><li>This episode is brought to you by System1. Download their creator effectiveness report here: <a href="https://system1group.com/the-creator-effectiveness-playbook">https://system1group.com/the-creator-effectiveness-playbook</li><li>Find about more about HubSpot's AEO product here:<a href="https://www.hubspot.com/products/aeo">https://www.hubspot.com/products/aeo</li></ul>

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How YouTube built the creator economy and how brands are still missing out - Pedro Pina, YouTube

Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of it.From the rise of full-time creators to the changing role of YouTube in the media landscape, Pedro explains what makes the platform unique, the metrics that actually matter, and why great content continues to outperform everything else. We also discuss the balance between long-form and Shorts, the "YouTube Confidence Gap" among CMOs, and how brands can build authentic partnerships with creators that drive real business results.If you're wondering where marketing is heading next, this is a masterclass from one of the people shaping it.Get the YouTube Confidence Gap Report from Little Dot Studios:https://info.littledotstudios.com/little-dot-studios-the-youtube-confidence-gap-reportThis episode is brought to you by System1. Download their creator effectiveness report here: <a href="https://system1group.com/the-creator-effectiveness-playbook">https://system1group.com/the-creator-effectiveness-playbook

The creative revolution inside the worlds most dull category - Novartis CMO, Gail Horwood

Novartis CMO Gail Horwood joins Janet Balis, Managing Director & Senior Partner at BCG, to explore how one of the world's largest pharmaceutical companies is redefining healthcare marketing.Fresh from winning two Cannes Lions, Gail shares how Novartis is proving that creativity can thrive even in one of the most heavily regulated industries. From partnering with the NFL for a Super Bowl campaign to convincing stakeholders to embrace bolder ideas, we discuss what it takes to create work that stands out while navigating complex regulations.The conversation also explores how AI is reshaping both creativity and business transformation, where marketers should focus their efforts, and why the biggest opportunity for AI isn't just efficiency, but unlocking growth.This episode has been produced in partnership with BCG. Browse their CMO Report here:<a href="https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality">https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality

Why creativity matters more than ever in the age of AI - Adobe CMO, Lara Balazs

Lara Balazs, CMO of Adobe, joins us to discuss what it takes to lead one of the world's most influential creative brands through a period of enormous change.From Adobe's presence at Cannes to the rapid rise of AI, Lara shares her vision for the company and why she believes technology should be used in service of creativity, rather than simply to drive efficiency. We explore why creativity matters more than ever in the age of AI, the skills Adobe looks for in marketers, and the traits that separate the most successful CMOs.Lara also shares the practical leadership principles she uses to run her team, from creating a company plan on a page and harnessing the power of repetition to prioritising progress over perfection and using the “two-way door” approach to make faster decisions.This episode is brought to you by System1. Download their creator effectiveness report here: <a href="https://system1group.com/the-creator-effectiveness-playbook">https://system1group.com/the-creator-effectiveness-playbook