Flipping the Script: Brave, Human-First Marketing with Frith Wilson-Hughes

What does it take to push a 65-year-old brand in a bold new direction and actually get it over the line?Frith Wilson-Hughes is the Content Marketing Manager at Southern Cross Health Society and part of the team behind the Feel Good Project, a campaign that ditched the tired health insurance playbook and put real members centre stage in a way that's joyful, unexpected, and moving.Search "Southern Cross Feel Good Project" on YouTube to watch the ad - it's worth it.Before Southern Cross, Frith spent eight years at Spark NZ in social, content and brand where she learned that the best creative work comes from being honest with your agency partners, not polished presentations and safe briefs.In this episode we get into what brave brand work actually looks like from the inside, how to build trust at every touchpoint, and why the 60/40 brand vs performance rule matters more when your customer's buy journey takes months, not minutes.We also cover the creator economy in New Zealand, why social has shifted from a two-way channel to a passive one, how Frith is using AI to keep her brand's tone of voice consistent, and the one piece of advice she'd give any marketer who wants to build a brand that actually lasts.If you work in marketing, content, or brand strategy, this one's for you.Thanks for listening! If you enjoyed this episode, please leave a rating or comment and hit follow so you never miss a new episode. New conversations drop regularly.Marketing Masters is the podcast that explores the art and science of modern marketing, unpacking lessons from the people shaping the industry.