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

Brand Trust

Brand Reputation is the driving force of customer choice. Yet Brand Trust is in crisis around the world, at a time when companies need to build rapport and trust with their customers in order to survive and thrive. Andrew unpacks the fundamentals of trust, and the neuroscience that underpins it. He then discusses the history of business trust, and brand trust, and how to build it successfully. He also tells what can be learned from brands and organisations who have lost trust with their customers, but have then won it back. And finally he provides five different frameworks for building brand trust, that organisations can take away with them to apply to their own brands.

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 a number of famous campaigns, including AAMI’s “Rhonda & Ketut” and Coca-Cola’s “Share a Coke”, to show what makes a great creativity work, and explain why over 70 per cent of famous ads like these are effective in driving topline sales.

Rethinking Success in an age of disruption (and a Royal Commission)

Technology has provided incredible cost advantages for companies in the customer service space. And in turn pleased shareholders who are looking for better profitability. There’s now everything from Chatbots, to instant messaging, off-shore call centres, and more, all enabled by technology. And now AI is answering customer questions via voice, as well as trying to personalise marketing messages based on the customer data it has. But has all of this been to the detriment of true human to human customer service? And has it played a part in the trust crisis many businesses are now finding themselves in?

The Royal Commission highlighted that a Company Directors’ obligation to act in the best interests of the company, is not confined to just the shareholders, but also to the company’s customers, employees, and community in which it operates. Andrew will discuss the fine balance that companies need to find between their digital and human interactions with customers. What are the pros and cons of the latest business technologies? Are these technologies a temptation to save money, or provide a better service to customers? And will these technologies build or lose trust with customers?

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.

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 2020. In a technology and digitally driven world some are new, but some are marketing fundamentals that are in danger of being forgotten or ignored. Essential and engaging, this keynote helps businesses unlock the power of marketing today and into the future.

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.

Speaking Examples