Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with Matt Lawton, MD at independent agency, Five by Five Global.
In our fourth episode, we’re joined by two heavy hitters in the disruptive category space: Jonathan Anastas, global chief marketing officer of One Championship; and Steve Brennen, chief customer officer of Zip Co. Also featured are Five by Five Global’s Matt Lawton and CMO’s Nadia Cameron.
2.06 – Panellists share their most successful launches over their careers
5.50 – Orchestrating a truly head-turning, conspicuous product launch
9.29 – Coping with ever-shortening product release cycles
12.56 – Keeping up with cultural conversations and human psyche
14.49 – Achieving authenticity in the creative and media plan
17.00 – How brand equity and talent feed into the moment of launch
21.40 – Finding the right balance of awareness and reach with trial and sales
23.45 – Identifying the critical insight to get people talking about your launch
28.30 – The risk equation
32.00 – Competitive forces and how one-on-one rivalry helps – and hinders – launch efforts
39.00 – An appetite for disruption: How the people factor informs launch success
45.05 – Our CMOs on influencing local and international launch approaches
Jonathan Anastas is the ONE Group chief marketing officer. In this role, Jonathan oversees all marketing for both ONE Championship, the largest sports media company in Asian history, as well as a top 10 global sports property by reach, and ONE Esports.
Jonathan was previously CMO at LiveXLive Media, a publicly traded digital streaming music service focused on live experiences, where paid subscribers doubled under his leadership. He was also CMO at the Motor Trend Group, a Discovery company, leading the launch of Motor Trend OnDemand, the company’s first SVOD product. Jonathan was part of the management team that sold Motor Trend and other automotive media properties to Discovery in Q3 of 2017.
Prior to this, Jonathan served as global VP and head of digital and social for Activision Blizzard. In this role, he established Call of Duty as the number-one console game on social media, which helped it to become a $10 billion franchise; oversaw digital marketing for the multi-billion dollar launches of Skylanders and Destiny, achieving record launch sales for new gaming intellectual property; and launched Call of Duty Online in partnership with Tencent, a free-to-play franchise extension that was the series' first IP released in China. Jonathan began his brand marketing career as the global head of marketing for iconic gaming brand, Atari.
Steve Brennen is the chief customer officer of Zip Co, a buy now, pay later (BNPL) company founded in Australia in 2013 and listed on the ASX. He boasts of more than 20 years of sales, marketing and management experience at a senior level with global challenger brands. Previous roles included director of marketing for Uber A/NZ, chief marketing officer at eBay, director of marketing Asia-Pacific at PayPal and head of acquisition marketing for Virgin. He’s also spent more than seven years as the chair of the Association of Data-driven Marketing and Advertising (ADMA).
Matt Lawton is a graduate of Melbourne Business School and managing director of Five by Five - a global independent agency that specialises in launching things. Australian clients include Volt bank, Patron Tequila, Red Bull, Lenovo, Crescent Tools and a host of innovative startups.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
