The growth lever that is marketing and creativity.
Andrew Baxter is one of Australia’s most trusted business, marketing and communications advisors. He is passionate about helping companies unlock topline growth through sharp strategy and executional excellence. And he does this via his proprietory process called the 24 Hour Business Plan.
Andrew has worked with many of Australia's largest companies, brands and government bodies, as the CEO of two of the country's biggest communications agencies, Publicis, and Ogilvy, and as a Senior Advisor at KPMG.
Andrew is currently the Chair of Australian Pork, a Non-Executive Director at GrowthOps, Foresters Financial, BirdDog, Hypetap, Sydney Symphony Orchestra, OzHarvest and the Queen’s Fund, a Senior Advisor at BGH Capital, as well as the Adjunct Professor of Marketing and a Board of Advice member at the University of Sydney.,
Andrew has also held a number of other significant Board and Chair roles at Catch Group, NBL, Deakin Business School, Tjapukai, Lord Mayor's Charitable Foundation, The Song Room, Commtract, Melbourne Aces, and the Communications Council.
Andrew regularly writes and speaks about the future of marketing, in a world where both consumers and technology are ever-evolving. He has been named as one of LinkedIn's Top 40 Australian influencers, recognised by Campaign magazine as one of the Top 5 Agency Leaders in Australia and New Zealand, and the winner of Australian Marketing Institute's Sir Charles McGrath Award for his significant contribution to the field of marketing.
Andrew is a Fellow of the Australian Marketing Institute, a Fellow of the Australian Institute of Company Directors, and holds a Bachelor of Business (Marketing) from Monash University.
Talking Points
Diversity - The Key to Great Ideation and Creativity
Ideation, innovation and creativity, all closely intertwined, all highly subjective, and all without a guarantee of success. Yet close to 80 per cent of senior business leaders rank innovation as among the top three priorities at their company. So how do marketers maximise their efforts around ideation, innovation and creativity? By getting the most diverse minds they can around the table providing unique perspectives, creating new ideas and building on the thoughts of others. With his wealth of marketing knowledge Andrew shares his insights on what businesses can gain from diversifying their teams.
Diversity - The Key to Great Ideation and Creativity
The Power of Creativity
Creativity is an art. And art evokes emotion, good and bad. The good is uplifting, positive and powerful. The bad makes you turn away. The great marketers have always known how to use creativity as an art for good. But it’s a subjective area that’s not well understood by many senior leaders, who seek more science and more certainty. Yet every day, those same senior leaders, as consumers, react emotionally to the creativity they see. Creative work, as a means of marketing, persuades them to buy one product or service over another. And that’s because 95% of purchasing decisions are made not rationally, but from our unconscious minds and our intuition.The Power of Creativity
In this presentation, Andrew takes you behind the scenes of a number of famous campaigns, including AAMI’s “Rhonda & Ketut” and Coca-Cola’s “Share a Coke”, to show what makes great creativity work, and explain why over 70 per cent of famous campaigns like these are effective in driving topline sales.
12 Marketing Matters that Matter
Through his current portfolio of roles, Andrew meets with over 50 CEO’s, 80 Board Directors, and 100 CMO’s each year, giving him a unique perspective on the marketing matters that matter. There are twelve marketing and communications topics that Andrew is being regularly asked about in 2020. In a technology and digitally driven world some are new, but some are marketing fundamentals that are in danger of being forgotten or ignored. Essential and engaging, this keynote helps businesses unlock the power of marketing today and into the future.
12 Marketing Matters that Matter
Brand Trust
Brand Reputation is the driving force of customer choice. Yet Brand Trust is in crisis around the world, at a time when companies need to build rapport and trust with their customers in order to survive and thrive. Brand Trust
Andrew unpacks the fundamentals of trust, and the neuroscience that underpins it. He then discusses the history of business trust, and brand trust, and how to build it successfully. He also tells what can be learned from brands and organisations who have lost trust with their customers, but have then won it back. And finally he provides five different frameworks for building brand trust, that organisations can take away with them to apply to their own brands.
Why Brands Want to be Like People and People Want to be Like Brands
There has been a sliding-door moment in the past decade, as brands have wanted to become more like people, and people have wanted to become more like brands. While companies have thrived by taking on the values and traits we admire in people, people have likewise gained success by understanding classic brand theory. From Jamie Oliver and Kevin Rudd to Qantas and Australia Post, this keynote examines the four key pillars that make a brand successful and what people and brands can learn from each other.
Why Brands Want to be Like People and People Want to be Like Brands
Customer Service - When Did it Become Ok to Not Focus on Your Customer?
Every single time a customer comes into contact with your brand it is an opportunity to either win them over or to lose them. In today’s digitally charged marketing world, the new term is Customer Experience, or CX. Companies have spent millions designing the ideal customer experience online, but there's a focus being lost in this new digital push, interactions that are human to human. More and more, businesses are not serving their customers directly, at a detriment to their own success.Customer Service - When Did it Become Ok to Not Focus on Your Customer?
Drawing upon his years of marketing experience, Andrew points out the problems with the digital customer service and explores what it means to provide an effective and personable customer experience.
Rethinking Success in an age of disruption (and a Royal Commission)
Technology has provided incredible cost advantages for companies in the customer service space. And in turn pleased shareholders who are looking for better profitability. There’s now everything from Chatbots, to instant messaging, off-shore call centres, and more, all enabled by technology. And now AI is answering customer questions via voice, as well as trying to personalise marketing messages based on the customer data it has. But has all of this been to the detriment of true human to human customer service? And has it played a part in the trust crisis many businesses are now finding themselves in?Rethinking Success in an age of disruption (and a Royal Commission)
The Royal Commission highlighted that a Company Directors’ obligation to act in the best interests of the company, is not confined to just the shareholders, but also to the company’s customers, employees, and community in which it operates. Andrew will discuss the fine balance that companies need to find between their digital and human interactions with customers. What are the pros and cons of the latest business technologies? Are these technologies a temptation to save money, or provide a better service to customers? And will these technologies build or lose trust with customers?
Video
Andrew Baxter - Introduction - Saxton Speakers
Andrew Baxter has been successfully leading major professional services firms for well over a decade. This included time as the CEO at Ogilvy which saw the agency create iconic campaigns such as AAMI's “Rhonda and Ketut” and Coca-Cola’s “Share a Coke”.Andrew Baxter | Brand Trust | Saxton Speakers
Andrew Baxter has been successfully leading major professional services firms for well over a decade. This included time as the CEO at Ogilvy which saw the agency create iconic campaigns such as AAMI's “Rhonda and Ketut” and Coca-Cola’s “Share a Coke”.Andrew Baxter | Creativity | Saxton Speakers
Andrew Baxter has been successfully leading major professional services firms for well over a decade. This included time as the CEO at Ogilvy which saw the agency create iconic campaigns such as AAMI's “Rhonda and Ketut” and Coca-Cola’s “Share a Coke”.Andrew Baxter | Marketing | Saxton Speakers
Andrew Baxter has been successfully leading major professional services firms for well over a decade. This included time as the CEO at Ogilvy which saw the agency create iconic campaigns such as AAMI's “Rhonda and Ketut” and Coca-Cola’s “Share a Coke”.Saxton Fireside Chat with Marketing & Communications Expert, Andrew Baxter
The exchange of stories and ideas is more important now than ever. In this bi-weekly series of virtual Fireside Chats you can gain unprecedented access to the world's greatest storytellers and thought leaders. In this session, Andrew shares his insights on the marketing and communications landscape and why brand trust is more important than ever.
