EPISODE · Jun 16, 2026 · 1H 19M
Marketing Has Lost Its Seat at the Table | Michael Durie
from Marketing Masters - The Art and Science of Modern Marketing with Host Zania Guy · host Zania Guy
Marketing has lost its seat at the table, and Michael Durie says it's our own fault. After over four decades in marketing, he unpacks what founders, CMOs and small businesses keep getting wrong about brand, budgets and AI.Some call Michael the godfather of marketing in the South Island. We get into why social media is killing cut-through, why direct mail is making a comeback in 2026, how much a small business should actually spend on marketing, the leaky bucket of customer attrition, and the campaign that took Mazda from 3% to 5% market share.Full of things you can act on by Monday morning. Follow Marketing Masters so you never miss an episode.Chapters00:00 Direct marketing's comeback, Jaguar, and the top table01:24 Meet Michael Durie, the godfather of marketing03:56 The biggest misconception founders have about marketing07:42 "Build it and they'll come" and the fail-fast trap10:16 NZ success stories: Halter, Seequent, Hamilton Jet13:20 Unpopular opinion: the marketing plan vs marketing planning15:06 When to ignore your customers (the Steve Jobs rule)18:02 The Jaguar rebrand: brave or brand suicide?20:42 Why piling into social media kills your cut-through24:03 The channel mix: out-of-home, print, radio and podcasts27:12 Why direct mail and guerrilla marketing are back30:28 Three questions to ask when a product won't sell33:08 The leaky bucket: customer attrition explained37:46 Why a phone call beats an NPS survey41:46 The campaign that took Mazda from 3% to 5% market share46:27 How much should a small business spend on marketing?52:21 Breaking into marketing in the age of AI57:36 How a David Ogilvy book changed his career1:00:48 Is marketing treated as the "colouring-in department"?1:03:50 Stop chasing vanity metrics, obsess over the bottom line1:06:58 Five decades in, why curiosity still wins1:09:09 The "secret sauce": Stickman, Specsavers, Whittaker's1:13:30 Big ideas on small budgets (Australia Post x Sydney Swans)1:16:22 The one thing to do on Monday morning
What this episode covers
Marketing has lost its seat at the table, and Michael Durie says it's our own fault. After over four decades in marketing, he unpacks what founders, CMOs and small businesses keep getting wrong about brand, budgets and AI.Some call Michael the godfather of marketing in the South Island. We get into why social media is killing cut-through, why direct mail is making a comeback in 2026, how much a small business should actually spend on marketing, the leaky bucket of customer attrition, and the campaign that took Mazda from 3% to 5% market share.Full of things you can act on by Monday morning. Follow Marketing Masters so you never miss an episode.Chapters00:00 Direct marketing's comeback, Jaguar, and the top table01:24 Meet Michael Durie, the godfather of marketing03:56 The biggest misconception founders have about marketing07:42 "Build it and they'll come" and the fail-fast trap10:16 NZ success stories: Halter, Seequent, Hamilton Jet13:20 Unpopular opinion: the marketing plan vs marketing planning15:06 When to ignore your customers (the Steve Jobs rule)18:02 The Jaguar rebrand: brave or brand suicide?20:42 Why piling into social media kills your cut-through24:03 The channel mix: out-of-home, print, radio and podcasts27:12 Why direct mail and guerrilla marketing are back30:28 Three questions to ask when a product won't sell33:08 The leaky bucket: customer attrition explained37:46 Why a phone call beats an NPS survey41:46 The campaign that took Mazda from 3% to 5% market share46:27 How much should a small business spend on marketing?52:21 Breaking into marketing in the age of AI57:36 How a David Ogilvy book changed his career1:00:48 Is marketing treated as the "colouring-in department"?1:03:50 Stop chasing vanity metrics, obsess over the bottom line1:06:58 Five decades in, why curiosity still wins1:09:09 The "secret sauce": Stickman, Specsavers, Whittaker's1:13:30 Big ideas on small budgets (Australia Post x Sydney Swans)1:16:22 The one thing to do on Monday morning
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Marketing Has Lost Its Seat at the Table | Michael Durie
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