Why this brand can't afford to be boring - Rebecca Darley, Vodafone Australia

Bec Darley, CMO of Vodafone Australia, joins us to discuss what it really takes to grow a challenger brand in one of the world's toughest telecoms markets.From competing against an entrenched duopoly to building distinctive campaigns with Ali Wong, Bec shares how Vodafone has embraced its challenger mindset rather than trying to imitate the market leaders. We explore why marketers need to understand far more than advertising, from unit economics and legal to customer experience and organisational change, and why the best marketing leaders are, ultimately, business leaders.

See behind the scenes

No items found.

Creators and guests

Host

Jon Evans

Host of Uncensored CMO

Guest

Listen everywhere

Timestamps

KEEP LISTENING

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>

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