Andy has 25 years of experience across business-to-business and consumer sectors building successful businesses and leading award-winning marketing programs and teams, global technology brands, start-ups and the world’s hottest advertising and communications agencies. Andy was at the helm of executing the marketing strategies for Commonwealth Bank, Dell, and Emirates Team New Zealand during his tenure. For Commonwealth Bank, he and his team were responsible for the eWallet for smartphones and Facebook and the ‘Can’ Campaign, one of Australia’s largest brand campaigns.
Current work
Andy Lark is a globally awarded marketer and leader in social and digital technologies. He is the CEO of Group Lark and former Chief of Marketing and Online Officer for Australia's leading financial institution, the Commonwealth Bank. He is also a partner at Number 8 Ventures, New Zealand's leading technology venture capital firm, and is on the advisory boards of Xero, Xsigo and Professor Gary Hamel's Management Innovation Exchange.
Today he leads Group Lark - a global consultancy that is driving brand and digital transformations for the world’s leading countries and enterprises. Group Lark helps great ideas flourish in a digital world and great brands design their future there.
Previous experience
Positions: Previously, he has occupied senior positions at Commonwealth Bank of Australia, Dell, LogLogic, Sun Microsystems, Nortel Networks and Fleishman Hillard International.
Awards: Andy has won over 100 awards for work in building brands and creating online capabilities, most notably the Flying Kiwi Award for outstanding contribution to technology and the Facebook Studio Award for the Commbank Community seeds.
Education: A native of Auckland, New Zealand, Andrew holds a bachelor’s degree from Auckland University.
Hobbies: When he is not immersed in work, he is a competitive sailor, a very non-competitive cyclist and writer. His Blog, The Daily Lark, is in the Top 100 ranked marketing blogs globally.
Talking Points
The New/New: Creating the Future Reslient Business
TL’DR: How do we create resilient and adaptive organizations in the face of ever accelerating change. Drivers as diverse as digital distancing, technology, and climate are reshaping not just what we must work on, but how we must work. Decrypt the trends, get armed with new tools and frameworks today.The New/New: Creating the Future Reslient Business
Themes:
TECHNOLOGY TRENDS | WEB 3.0 | METAVERSE | AI | DIGITAL TRANSFORMATION | DATA |NEW BUSINESS PRACTICES | CASE STUDIES
25 years on from the rise of the Internet many businesses are still pursing Web 2.0 orientated digital transformation, will we have 20 years to get ready for what is here today?
Resilience depends on understanding trends today that will reshape our future and determining what we should do today. Events as diverse as climate change and Covid are reshaping how we connect, consume and collaborate. New technology forces are now reshaping business and resetting consumer expectations and loyalty. Web 3.0, metaverses, NFTs, blockchain, augmented reality, and more are entering the mainstream.
But is the new/new all sizzle and no substance? What are the competitive levers every business should prioritise? What are the new drivers of compelling customer experiences? What are the first principles behind the technology and industrial revolution we are entering, what does it mean for our industry, and how do you approach creating what's next?
Join Andy Lark, the pragmatic global futurist, to decrypt the new/new and what it means for you, your
business and the future. Andy is one of the most demanded consultants to leaders globally as they look to
create in the now.
The New/New in Travel & Tourism: Creating a Future Reslienence
TL’DR: How do we become resilient and adaptive to the demands of travel and tourism in the face of ever accelerating change. Drivers as diverse as technology, climate and hybrid working are reshaping not just the services we deliver, but how and where those services are delivered - and how they are created. Decrypt the trends, get armed with new tools and frameworks today.The New/New in Travel & Tourism: Creating a Future Reslienence
Themes:
TRAVEL & TOURISM TRENDS | TECHNOLOGY TRENDS | WEB 3.0 | METAVERSE | | DIGITAL TRANSFORMATION
| BEST PRACTICES | CASE STUDIES
25 years on from the rise of the Internet many businesses are still pursing Web 2.0 orientated digital transformation, will we have 20 years to get ready for what is here today?
As Covid decimated travel and tourism globally, technology continued to march forward, redefining how we connect, consume and collaborate. New forces are now reshaping travel and resetting consumer expectations and loyalty. Web 3.0, metaverses, NFTs, blockchain, augmented reality, and more are entering the mainstream. But is the new/new all sizzle and no substance?
What are the competitive levers every hotelier and hospitality provider should prioritise? What are the new
drivers of compelling, peak, customer experiences? What are the first principles behind the technology and industrial revolution we are entering, what does it mean for our industry, and how do you approach creating what's next?
Join Andy Lark, global futurist and travel and tourism thought-leader, to decrypt the new/new and what it
means for you, your business and the future. Andy is one of the most demanded consultants to travel and
tourism leaders globally.
How to make love: Creating customer experiences that matter
TL’DR: Customer loyalty is a myth. Customer experience is real. Engineering experiences for customers and employees - from digital to physical - will unlock exponential business value.How to make love: Creating customer experiences that matter
Learn the lessons of the market leaders and how to make love over likes.
THEMES: CUSTOMER EXPERIENCE | LOYALTY | INNOVATION | DIGITAL TRANSFORMATION | STRATEGY
To be liked isn’t enough. Being disliked can be fatal. To be loved is a source of immense business value.
Digital hyper-connectivity and transparency have placed a premium on creating experiences customers love. Design and product innovation have transformed customer expectations and engagement. Social and mobile technologies have opened new service channels and new levels of customer expectations.
Learn how businesses like Xero, Air New Zealand, Uber, Liven and more transform customer experiences and engagement, creating brand magnets that destroy the competition and create a remarkable business performance.
Change or die: How innovation works
TL’DR: Would you change if your life depended on it? How will you lead your businesses through change in the face of unprecedented disruption? Innovation is the watchword of most businesses but rarely happens. What does it take to innovate with impact and land your next moonshot?Change or die: How innovation works
THEMES: CHANGE | INNOVATION | DIGITAL TRANSFORMATION | STRATEGY | BUSINESS TRANSFORMATION | DATA
Would you change if your life depended on it? How will you lead your businesses through change in the face of unprecedented disruption? How will you “Uberfy” and “Amazon” your business to future-proof growth? What’s an MOD? How can you lead innovation by deploying more makers than managers? How can you out-innovate and out-brand the competition using moments of doubt, desire and dissatisfaction? How will you win when buyer power and choice is as unprecedented as the rate of technology-driven disruption? How do brands architect experiences on and beyond the digital battlefield? What are the tools and techniques business leaders can use to architect experiences that customers don’t just like, but fall in love with?
Learn and understand:
- How and where the pace of change is accelerating - and how technology isn’t just the primary
driver of change but is reshaping customer expectations and behaviours
- Why we don’t change and what we must change to change
- How reshaping customer experience is the key to building brands and businesses
- Why leaders must balance managing and making
- How innovators are deploying new methods to drive advantage
Marketing myths & mayhem: How brands and marketing must work
TL’DR: Marketing must return to core principles and disciplines to succeed, putting hyperbole and punditry in its place. How does a business develop high-impact marketing and brands and rally employees around them?Marketing myths & mayhem: How brands and marketing must work
THEMES: BRAND | MARKETING | PURPOSE | STRATEGY | BUSINESS TRANSFORMATION | DATA | MARKETING
ATTRIBUTION | CUSTOMER EXPERIENCE | NPS
Andy is rated in the Top 100 CMOs globally and had developed high-performance marketing organizations and brands for the worlds largest and smallest companies. Discover how marketing’s key principles remain as true today as they ever have been and how to apply them in the context of new media and consumer needs.
Learn and understand:
- How to connect marketing and brands to customer experience
- What a brand really is and why mental, physical and digital availability matter more than ever
- Why all consumers and businesses buy infrequently and how to meet them in the buying moment
- Why funnels and data are vastly overstated in their importance
- The new role of data in marketing and how to deploy efficient and cost-effective marketing technology
- How to build effective marketing ROI and attribution models
- Why marketing leaders must balance managing and making
- How innovators are deploying new methods to drive advantage
Learning from losers: Creating resilient businesses and people by thriving on failure.
TL’DR: The world’s leading sports teams are often held-up models of high-performance for business. Rarely is it the case. But what can you learn from teams at diverse as the All Blacks, Team NZ and F1? How do you create a high-performance team and a reslient business? The key is being prepared to adapt and learn from failure.Learning from losers: Creating resilient businesses and people by thriving on failure.
THEMES: MANAGEMENT | LEADERSHIP | CULTURE | HIGH PERFORMANCE | TEAMS
Every great sports team was born from the ashes of losses.
And yet in business, we too often bury failure and only seek to learn from successes. What can businesses learn from the leading sports teams in the world? How can you use failure as an event for creating new pathways to success? What are the common routines and rituals used to drive team cohesion?
Business needs its own approach to acknowledging and sharing failure, creating cultures of accountability without fear. See how businesses are using new frameworks for driving exceptional performance by not just being willing to fail, but learning as they did.
Myths & mayhem: What marketers must do next
Web 3.0, Funnels, 80/20 rules and more continue to unleash mayhem and mystery for marketers. How do we return to the fundamentals and get back to doing what marketing was always meant to do.Myths & mayhem: What marketers must do next
Web 3.0, Funnels, 80/20 rules and more continue to unleash mayhem and mystery for marketers. With much of the advice we get so divorced from the reality of B2B marketing, how do we return to marketing's first principles?
