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speaker

Andrew
Baxter

Embracing The Ever-Evolving Marketing World

The growth lever that is marketing and creativity.
Profile

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”. He is a sought-after speaker on Marketing and Communications, and in 2017 was awarded the Australian Marketing Institute's Sir Charles McGrath Award for his significant contribution to the field of Marketing.

This, along with 30 plus years’ experience as a non-Executive Director, has proven Andrew to be a strong strategic thinker who drives growth in his own and his clients’ businesses. He’s a respected leader of teams, and a trusted advisor to Boards, CEO’s, CMO’s and CIO’s.

Current Work

Media: Andrew has been the marketing columnist for The Australian for six 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.

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 roles at Australian Pork, the Sydney Symphony Orchestra, and within Indigenous Business Australia. He is also Chair of not-for-profits the Lord Mayor’s Charitable Foundation, and Deakin Business School.

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.

Media
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 innovation and what marketers can gain from diversifying their teams.

The Power of Advertising

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 two famous campaigns, AAMI’s “Rhonda & Ketut” and Coca-Cola’s “Share a Coke”, to show what makes a good campaign work, and explain why over 70 per cent of famous ads like these are effective in driving topline sales.

12 Marketing Matters that Matter

Through his Board roles, his successful tenures leading both Ogilvy and Publicis, and now as the Senior Advisor at KPMG, Andrew meets with over 50 CEO’s 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 2018. Some are new, but some are marketing fundamentals that are in danger of being forgotten or ignored. Essential and engaging this keynote explores the fundamentals of marketing and gives meaningful advice on how to tackle today’s marketing challenges.

Brand Reputation

Without the customer there is no business so when a customer goes looking for a brand, they go to the one that they can trust. It’s Brand Reputation which is the driving force of customer choice. There is a finite amount of bad experiences that a customer can have before they take their business elsewhere and a finite amount until company gets left by the wayside. The modern company needs to build rapport and trust in order to survive and thrive. Having been instrumental in some of the most successful marketing schemes in recent memory, Andrew knows what it takes too build this reputation and his advice on brand reputation and what it means to truly put the customer first are invaluable.

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.
Topics

Business

  • Sales
  • Mastering Leadership
  • Marketing
  • Trust & Ethics

Innovation

  • Creativity

Politics & Advocacy

  • Leadership
  • Reputation
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