Embracing The Ever-Evolving Marketing World
In his career, Andrew has worked with the executive teams of many of Australia’s largest companies and brands, across a multitude of industries. He has been particularly sought for his experience in branding, brand trust, customer experience, communications, digital and data, and the power of creativity. He has been a regular marketing columnist for The Australian since 2013, and has been interviewed in CMO Magazine, AICD Magazine, The Australian, Sydney Morning Herald, Australian Financial Review and AdNews, as well as on Channel 9, radio stations 2GB and the ABC, and a number of Podcast series. He is also a regular speaker at major industry events.
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Andrew Baxter - Speaker Topics
There seems no end to the brands, organisations and leaders that have lost the public’s trust. And it is hard to believe that some brands and organisations have turned a blind eye to building trust with customers over the past decade. Trust is the basis of all relationships, gained slowly like drops of rain but lost in buckets. It is fundamental to business, symbolised in a handshake and eye-to-eye contact. And it’s brand trust which is the driving force of customer choice. There is only a finite amount of bad experiences that a customer can have before they take their business elsewhere and that company gets left by the wayside. Today’s brands needs to build trust in order to survive and thrive. Having been instrumental in some of the most successful marketing campaigns in recent memory, Andrew knows what it takes too build this trust and his advice on brand reputation and what it means to truly put the customer first are invaluable.
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 two famous campaigns, AAMI’s “Rhonda & Ketut” and Coca-Cola’s “Share a Coke”, to show what makes a great campaign work, and explain why over 70 per cent of famous ads like these are effective in driving topline sales.
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 digital customer service and explores what it means to provide an effective and personable customer experience in today’s technology driven world.
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.
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 2019. 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.
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.