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speaker

Andrew
Baxter

Embracing The Ever-Evolving Marketing World

  • Exclusive
The growth lever that is marketing and creativity.
Profile

Andrew Baxter successfully led and grew 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”, and help turn around businesses such as Officeworks and the Bank of Melbourne. Andrew is a sought-after speaker on Marketing and Communications, and in 2017 Andrew was awarded the Australian Marketing Institute's Sir Charles McGrath Award for his significant contribution to the field of Marketing.

Andrew is now an experienced Non-Executive Director and Chair, as well as a Senior Advisor to both KPMG and BGH Capital. He’s a respected leader of teams, and a trusted advisor on business growth and marketing to Boards, CEO’s, CMO’s and CIO’s.

Current Work

Media: Andrew has been the marketing columnist for The Australian for seven years, and in 2016 he was one of LinkedIn's Top 40 Australian influencers and recognised by Campaign magazine as one of the Top 5 Agency Leaders in Australia & NZ. And in 2019 Andrew launched his own Podcast, called The Marketing Commute.

Consultancy: Andrew has been appointed as the Senior Advisor to KPMG’s entrepreneurial Customer, Brand and Marketing Advisory business, as well as a Senior Advisor to Australia’s largest Private Equity fund, BGH Capital.

Board Appointments: Andrew holds Non-Executive Director and Chair roles at both Australian Pork, and within Indigenous Business Australia. He is also a Non-Executive Director of the Sydney Symphony Orchestra and a Board member of the National Basketball League. Andrew has previously been Chair of the Lord Mayor’s Charitable Foundation, Deakin Business School, The Song Room, and the Melbourne Aces.

Education: Andrew is an Adjunct Professor of Marketing at the University of Sydney. He is a Fellow of the Australian Institute of Company Directors and a Fellow of the Australian Marketing Institute, and holds a Bachelor of Business in Marketing from Monash University.

Previous experience

Andrew has worked with the executive teams of many of Australia’s largest companies and brands, across a multitude of industries including retail, packaged goods, sports and entertainment, automotive, banking and finance, gaming, tourism and travel, fast food, oil and mining, fashion, health, education and government. He has been particularly sought for his experience in branding, marketing and digital transformation, communications, data, IPO’s, China cross-border, and customer experience.

Andrew was the CEO behind a plethora of highly successful marketing campaigns. His time leading Ogilvy saw the agency create highly successful campaigns for Coca-Cola and AAMI as well as the marketing strategy and campaigns to re-launch the Bank of Melbourne and promote the MYER IPO. More recently, as CEO of Publicis, the agency led the strategy behind Sanofi’s cross-border business into China, as well as global campaigns for Tiger Beer that saw it become the fastest growing brand in Heineken’s portfolio.

Expertise
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.

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.

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.

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.

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.

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.

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?

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?
Media
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