Will Content Replace Campaigns to Build Brands?

IMG_9575 (1)

The Keynote Panel discussion on, “Will Content Replace Campaigns to Build Brands in the Future?” was moderated by Matt McGrath, Chief Brand Officer, Network TEN Pty Ltd and featured panelists: Joel Goodsir, Head of Marketing, Inspirations Paint, Jane Calder, General Manager Marketing, Heritage Bank, Adrianne McDermott, General Manager Marketing, David Jones.

Consumers want content today more than ever. Everyday the average person spends 15.5 hours consuming media content. How do you get consumers engaged in yours? Will a cat video work for a bank? And how do you compete with Game of Thrones if you’re creating content for dental floss? Who’s creating content now? Where do clients, agencies and media companies begin and end in the creation of content? How do you compete in content? How do you control content? Where do you place it? A conversation about content and where will all this might end up in the future. 

e557d300e6b5906a0e4b7fad0bc6e9ba-Network TEN - Matt McGrathMatt McGrath, Chief Brand Officer, Network TEN Pty Ltd. Matt is responsible for brand strategy, on air promotions, off air marketing, social media works closely with programming to deliver rating performance, and works with sales to deliver brand integration for advertiser.




6339b23660593e7bba88740b6a2f03c6-Heritage Bank - Jane CalderJane Calder, General Manager Marketing, Heritage Bank. Jane Calder is a results orientated, strategic marketer with over twenty years experience encompassing both management consultancy and client side roles. Her current role is General Manager Marketing at Heritage Bank, Australia’s largest customer-owned bank, where she is responsible for marketing, product development and management, PR and internal communications and customer experience development. She played an integral role in their recent change to Heritage Bank. Prior to that Jane was General Manager, Customer and Brand Strategy at MBF with accountability for all strategic customer and brand marketing for the MB, ClearView and white label brands within the MBF group. Other roles that Jane has performed include Director, pfour consultancy, a strategic marketing consultancy, based in London, which focused principally on financial services clients, and Head of Marketing, at Newcastle Permanent Building Society.


9594e2ad65bee43c390c240ab2b951d4-Inspiration paints - Joel_Goodsir_photoJoel Goodsir, Head of Marketing, Inspirations Paint. Joel Goodsir is a marketing and brand professional with 15 years of experience. He holds a Bachelor of Business and a Masters of Marketing from the University of Newcastle and is a Certified Practicing Marketer with the Australian Marketing Institute. As Head of Marketing for Inspirations Paint, Joel leads a team of six to develop and implement the company marketing strategy. He is a keen speaker on marketing topics and has lectured in postgraduate marketing at various Universities.



a2c82c1a8f3dad22bbf2781910097af2-Adriane McDermottAdrianne McDermott, General Manager Marketing, David Jones. Adriane McDermott is a senior retail marketer with a passion for brand creative, store environment design, customer experience and innovation.





Get involved! If you weren’t able to attend this years Summit, stay updated by following our interactive Summit discussions on @CXOLeaders and tweeting to our Summit hashtag, #CXOLeadersSummit

The CXO Leaders Summit is invitation only, intended for Australia’s most Senior Marketing & Customer Experience Executives. If you are a CMO, Head of Marketing, Head of Customer Experience or are a vendor company to offer an innovative product or solution, please register your interest to see if you qualify for next years CXO Leaders Summit.