Ad News Innovation 6 Podcasts are a series of interviews in which we ask thought-leaders and innovators, at the forefront of the marketing and communication industries, six key questions.

In this series, we examine how to maintain brand differentiation and relevance in a new environment where boundaries are constantly being re-defined by consumers and new technologies.

In Series 3 we interview industry leaders from Australia and overseas;

• Rebecca Martin, Marketing Director, Ford Australia
• Reg Bryson, CEO, Brand Architecture International Australia
• Bob Greenberg, Chairman/CEO/Global Chief Creative Officer, RGA
• Seth Godin, Permission Marketing Expert, Speaker and Author

Key issues we explore:
• How consumer controlled media interaction impacts brands
• The move away from Œsilo based‚ campaign planning
• The shift of expenditure into Œnon traditional‚ areas
• The evolution of branding and why established approach isn‚t working
• Why companies need a defined guiding philosophy in the future
• The importance of authenticity in modern brand positioning
• Why the traditional agency model is unworkable
• What are the implications of increased consumer control in the future
• Why brands need to act differently in the age of engagement marketing
• How are brands managing the transition from monologues to dialogues
• Understand why small is the new big as global scale becomes a liability
• Why the ability to change fast is the single best company asset

PODCAST #1
Rebecca Martin, marketing director of Ford, provided insights on how Ford Australia is adapting to the new market dynamics of increased consumer control over media interaction, and how its managing the shift of expenditure into non-traditional areas.

PODCAST #2
Reg Bryson, CEO of Brand Architecture International Australia, talks about the evolution of branding and how important it will be for business, marketers and consumers in the future.

PODCAST #3
Seth Godin, permission marketing guru, speaker and author, reveals why advertising is five steps away from where it needs to be.

PODCAST #4
Bob Greenberg, chairman, CEO & global chief creative officer of RGA, acknowledged for cutting edge innovation in digital marketing communication campaigns, talks about the implications of the engagement marketing era.

These interviews can be downloaded direct to a personal computer, or mp3 player.
To download the file: PC users - right-click and choose "Save Target As"
MAC users - Control+click and choose "Download Link to Disk"

AdNews Innovation 6 podcasts were developed by On Communications and produced in conjunction with Stellar Sound