Brent Smart is the first ever Chief Marketing Officer of IAG, Australia’s largest insurance company with leading brands including NRMA, CGU and SGIO. Brent leads group-wide marketing efforts, responsible for brand strategy and marketing operations.
Previously Brent spent 20 years in the advertising business. He was CEO of Saatchi & Saatchi New York working on iconic American brands like Cheerios, Tide and Walmart. He spent 7 years with BBDO, running their San Francisco office and the creatively revered Colenso BBDO in New Zealand. Brent has led a body of highly awarded creative work, recognized with over 25 Cannes Lions and over 40 Effies.
Brent has returned home to Australia from New York City with his wife and three young boys who have American accents and can’t kick a drop punt.
This is the most exciting time in the history of brand building. Every industry around the globe has been completely disrupted by technology. Established brands are losing market share to upstarts that become part of our cultural fabric. Billions of dollars are being made and lost virtually overnight.
Emerging from this revolutionary environment are passion brands. Passion brands dominate the competition. They don’t simply have customers. They have an army of evangelists who proselytize in bars, restaurants, around the campfire and, most importantly, on their social channels.
Because these evangelists carry brand messages better than any paid advertising technique, passion brands absolutely dominate the competition from a bottom-line financial standpoint.
These passion brands are built by removing friction. Friction is anything that gets in the way of what people want to accomplish in life. It’s anything that gets in the way of their hopes, dreams, aspirations or even mundane day-to-day goals. It’s the big things that prevent us from being who we want to be. It’s the little things that prevent us from doing what we want to do.
In this engaging presentation, Jeff Rosenblum -- author of Friction, director of The Naked Brand and co-founder of Questus -- shows how to build a passion brand by fighting friction. He shows how passion brands shift from rational customer relationships to emotional customer relationships. Jeff will use neuroscience research, case studies and engaging stories to show how to build win brand evangelists and unleash unprecedented growth.
Rose Herceg has built a career as one of Australia’s most respected futurists and social forecasters.
Rose’s first business, Pophouse launched in 1999, became known as Australia’s best regarded company for innovation, social trends and business strategy. BRW Magazine named Rose the number one innovative thinker in the country and Pophouse the country’s best place to go for new business models and emerging trends data. In 2006, Rose sold her company to the STW Group.
Rose has maintained a close working relationship with STW consulting on a regular basis to STW-owned companies in areas of strategy, social forecasting and innovation.
In March 2015, Rose was appointed as the Chief Strategy Officer for the STW Group, now called WPP AUNZ after its merger with global communications powerhouse WPP.
Rose has had audiences with some of the most distinguished leaders of the global community including Lord David Putnam – film maker and head of Tony Blair’s NESTA - The National Endowment for Science, Technology and the Arts, American publishing and media giant Oprah Winfrey, Bob Mansfield former Chairman of Telstra, Michael Lynch former Chief Executive of the Sydney Opera House, Google founder Larry Page and one of the world’s most distinguished architects, Frank Gehry.
Rose has written three books – her latest ‘The Power Book’ has been translated into several languages and is selling in Europe, Asia & the Middle East and is soon t to be launched in the US market.
Rose received Business Class Magazine Small Businesswoman of the Year Award from Prime Minister John Howard in 2002.
Ellie Rogers is responsible for leading Facebook’s agency team. Her role is to help media and creative agencies effectively engage with Facebook’s platform to drive client and agency growth.
Prior to joining Facebook, Ellie spent 13 years working at media agencies. She started her career as a wheeler dealer TV buyer in London, then moved into digital where she was initially bamboozled by the lingo but then amazed by the possibilities that digital offered advertisers.
She moved to Australia eight years ago to join Ikon where she headed up their digital services including mobile, technology, data, search and social. She has been part of a number of award winning teams, and includes two Cannes Lions trophies on her virtual mantelpiece.
Last year Ad News recognised her in their top 40 under 40 list of media people. She also works as a trainer for NGEN and the IAB. She was ranked 17th B&T’s ‘most powerful women in media’ list.