Canned the Marketing Podcast

Steph Quantrill and Ben van Rooy unpack the rise of food trends, cultural influence and why brands are obsessed with staying relevant. From matcha and bubble tea to Stanley Cups and Labubu, this episode explores how trends form, where they spread from, and why marketers often mistake short-term hype for long-term opportunity. Broadcasting from Japan and Melbourne, Ben and Steph compare the cultural influence of East versus West, debate whether brands should follow trends at all, and break down the commercial realities of jumping on the next big thing too early or too late. If you’ve ever wondered whether your brand should launch the next trending flavour or product, this episode is for you.What You’ll Learn in This Episode Why trends are increasingly moving from East to West instead of the other way around  How brands can tell the difference between a fad, a trend and a cultural shift  Why timing matters more than simply jumping on what’s popular  How brands like McDonald’s and Stanley balance trends with long-term positioning  Why marketers need curiosity, travel and cultural awareness to spot what’s next Bonus Nuggets Ben reports live from Japan on the intensity of Tokyo advertising and trend culture  Steph reviews The Devil Wears Prada 2 and Melbourne’s out-of-home advertising scene  The pair break down the biggest Met Gala fashion moments and celebrity brand power Call to actionIf you enjoyed this episode, follow Canned, the Marketing Podcast on Spotify, Apple Podcasts or YouTube and share it with another marketer who’s trying to separate hype from real opportunity.Resources mentioned: Mintel  NIQ (NielsenIQ)  Tracksuit Brand Tracking  McKinsey & Company  Uniqlo  Onitsuka Tiger Connect with the creators, and hosts mentioned: Ben van Rooy LinkedIn  Stephanie Quantrill LinkedIn Explore more from Canned: Canned, the Marketing Podcast  Cue Marketing  Human Digital Timestamps 00:00 – Food trends, matcha and modern marketing culture  00:40 – Ben broadcasts from Japan and shares trend observations  01:40 – Japanese advertising, public transport and sensory overload  03:00 – The rise of convenience culture and Japan’s famous egg sandwiches  04:00 – Steph reviews The Devil Wears Prada 2 and Melbourne marketing  05:15 – Why Melbourne’s out-of-home advertising stands out  06:15 – Met Gala reactions and fashion as cultural influence  08:40 – Celebrity branding, shock factor and wearable art  13:15 – What marketers misunderstand about trends  14:10 – TikTok, food culture and the rise of matcha everything  15:30 – Why trend influence is now moving East to West  17:10 – How algorithms shape different trend realities for different audiences  18:20 – Why niche communities now drive modern trends  19:20 – The difference between a fad, a trend and a cultural shift  20:40 – How brands decide whether a trend is commercially viable  22:00 – The risks of entering trends too early  24:20 – Why New Zealand brands can be slower to adopt trends  26:10 – Matcha as a case study in cultural repositioning  29:00 – Why brands fail when they simply “make it green”  31:00 – Can brands actually create trends?  34:00 – Stanley Cups, Crocs and trend-driven brand growth  37:40 – Why trends should never replace long-term brand strategy  39:00 – McDonald’s as a masterclass in trend adaptation  41:00 – The rise of Asian influence on global culture and branding  47:45 – Practical advice for marketers on spotting trends early  49:00 – Why curiosity is a marketer’s greatest advantagewww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Most marketers obsess over campaigns, but forget about the battleground of the shelf. In this episode Steph Quantrill and Ben van Rooy sit down with Matt Grantham, Creative Director at OnFire Design, to unpack why packaging is often doing more heavy lifting than your entire media budget. From supermarket psychology to category-breaking brands, Matt brings global experience across FMCG, challenger brands, and retail design. Matt breaks down the game of retail -  survival, perception, and sales in a brutally competitive environment where you’ve got seconds to win. What You’ll Learn in This Episode• Why packaging often becomes the last lever before delisting and what that reveals about brand health • How category codes shape consumer behaviour and when its okay to break them  • What drives real ROI in packaging beyond short-term sales spikes and into long-term loyalty • Why most packaging briefs often try to do too much and how to focus on what matters • How challenger brands win by owning one distinctive idea and sticking to itBonus Nuggets • The “husband test” for packaging clarity and why it’s brutally effective • How peanut butter went from commodity to premium through packaging and positioningCall to ActionIf your packaging had to win the sale without your marketing, would it even stand a chance?Resources mentioned• Stickybeak – https://www.stickybeak.co.nz • OnFire Design – https://www.onfiredesign.co.nzConnect with the creators, and hosts mentioned:• Matt Grantham – https://www.linkedin.com/in/matt-grantham/ • Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned:• Canned the Marketing Podcast: www.cannedmarketing.com • Cue Marketing: www.cuemarketing.co.nz • Human Digital: www.humandigital.comTimestamps00:00 Intro to packaging as a marketing channel 03:30 Small budgets, big creative thinking from marketing panel 05:00 Supermarket behaviour and unfamiliar category cues 07:00 Meet Matt Grantham and design background 14:00 Why brands come to designers when sales drop 16:00 Product vs packaging and the reality of performance 18:30 Category codes vs breaking the rules 21:00 The ROI of packaging and loyalty effects 23:00 The 3–5 second shelf decision 25:00 Distinctiveness and “ugly but effective” design 27:00 What makes a strong packaging brief 30:00 Brand assets and visual shortcuts for consumers 32:00 The husband test and clarity in design 34:00 Design trends and the rise of maximalism 36:00 Food trends shaping packaging decisions 38:00 What marketers need to bring to the table 41:00 Why packaging can’t do everything 43:00 Format, structure, and physical design constraints 45:00 FMCG vs premium packaging realities 46:00 Closing thoughts on complexity and craftThis episode is basically a reality check for marketers. You can pour millions into media, but if the pack doesn’t earn the pick-up, you’re just funding awareness for your competitor.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Some brands disappear. Others just go quiet. In this episode, Steph Quantrill and Ben van Rooy unpack the real mechanics behind brand comebacks. From failed revivals like Georgie Pie to cultural reinventions like Old Spice and Bonds, this is a forensic look at timing, culture, and brand equity. The importance of knowing what to bring forward and what to leave behind.What You’ll Learn in This Episode• Why nostalgia opens the door but doesn’t keep customers in the room • How dormant brand equity holds value and when it disappears • Where brands go wrong when they try to revive past success • Why relevance matters more than memory when targeting new audiences • How timing and culture determine whether a comeback lands or flopsBonus Nuggets• Why Georgie Pie proves demand doesn’t equal sustained success • How Bonds used Robert Irwin to engineer cultural relevance at scale • Why Old Spice rebuilt a category by shifting usage not just messagingCall to ActionIf your brand is fading, the question isn’t how to bring it back, it’s whether there’s anything worth bringing forward.Resources mentioned• Georgie Pie • Bonds • Old Spice • Tui • AllbirdsConnect with the creators, and hosts mentioned:• Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned:• Canned the Marketing Podcast: www.cannedmarketing.com • Cue Marketing: www.cuemarketing.co.nz • Human Digital: www.humandigital.comTimestamps00:00 Intro to comeback brands 05:23 Coachella and brand activations 11:33 Why comebacks are trending 13:55 Types of brand comebacks explained 14:34 Georgie Pie rise and failed revival 19:14 Bonds and cultural relevance play 23:39 Old Spice reinvention case study 28:25 Brand equity and what actually lasts 30:36 Why Tui struggled to revive success 32:23 Allbirds and extreme repositioning 35:03 Culture, timing and Y2K fashion returns 36:32 Crocs and accidental relevancewww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Steph Quantrill and Ben van Rooy unpack one of the most overhyped and misunderstood areas in marketing, influencer marketing, or as Steph prefers, the creator economy. From Cannes trends to real-world campaigns, they explore why brands are still getting it wrong, where creators actually drive impact across the funnel, and why control is the enemy of effectiveness. If you’ve ever briefed an influencer and ended up with something painfully off-brand or overly scripted, this episode gets into the tension between creativity, trust, and results.What You’ll Learn in This Episode: Why creators drive attention differently and what brands fail to understand about it  How influencer marketing works across the funnel and not just at awareness  Why control kills effectiveness and what marketers struggle to let go of  How B2B influencers and employee creators are reshaping trust  What separates a one-off influencer post from a real brand partnership Bonus Nuggets: Why most brands still brief influencers like TV ads and ruin the outcome  The rise of creators building their own brands and flipping the power dynamic  Why brands like Duolingo prove you can act like a creator and win Call to Action: If you’re using influencers but not seeing impact, this episode will challenge whether you’re solving for control instead of trust.Explore more from Canned: Canned the Marketing Podcast  Cue Marketing  Human Digital Timestamps:00:00 – Intro to influencers vs creators 02:30 – Easter recap and cultural trends 05:00 – Nostalgia marketing and campaign examples 10:50 – Why the creator economy matters now 13:00 – Influencers across the funnel 16:00 – The control vs authenticity tension 20:00 – B2B influencers and employee creators 23:00 – Creator examples and partnerships 28:00 – Brand-led creator strategies 31:00 – Long-term partnerships vs one-offs 33:30 – Practical tips for working with creators 37:00 – Final thoughts on trust and modern buyerswww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Canned the Marketing Podcast Ep. 34 – Introduction / Hook Agencies spend their lives selling clarity, creativity and growth for clients, yet plenty are strangely average at marketing themselves. In this episode, Steph Quantrill and Ben van Rooy are joined by Kathleen Gunther, founder of Gunther Consulting and a specialist in helping agencies sharpen their positioning, stay visible and back up what they say with substance. From earned media and personal brand to content pillars, agency positioning and the rise of indie shops, this is a sharp look at why so many agencies blur into the background and what happens when they stop treating themselves like the most ignored client in the room.What You’ll Learn in This Episode: Why agencies confuse awards and good work with real marketing effectiveness  What strong positioning actually requires to cut through in a crowded market  How earned media builds credibility when paid channels cannot  Why agency leaders are the brand whether they like it or not  What to prioritise first when you are marketing an agency with limited budget Bonus Nuggets: Why April Fools brand work is starting to feel tired and predictable  How reactive marketing around the KitKat heist became a masterclass in relevance Call to action: If your agency sounds like everyone else but expects different results, this episode will challenge how clearly you show up, who you are for, and whether you are actually backing it up.Resources mentioned: Gunther Consulting  The Icehouse Connect with the creators, and hosts mentioned: Kathleen Gunther – https://www.linkedin.com/in/kathleengunther/ Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned: Canned the Marketing Podcast: www.cannedmarketing.com Cue Marketing: www.cuemarketing.co.nz Human Digital: www.humandigital.comTimestamps: 00:00 Welcome and intro  00:29 Travel, conferences and recent highlights  05:29 April Fools backlash and brand reactions  07:49 AXIS Awards and industry standards  08:41 Kathleen joins the conversation  09:22 Why agencies struggle to market themselves  14:24 Awards versus actual marketing impact  16:11 Buying people not services in B2B  18:20 The value of external perspective  21:02 What good agency positioning looks like  22:25 Knowing your customer as an agency  24:14 Earned media and why it is overlooked  28:04 Where to start with small budgets  31:51 Marketing as a long-term trust play  33:14 The role of leadership and people www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

IntroductionLoyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program is doing anything meaningful, this one will make you rethink the entire strategy. What You’ll Learn in This EpisodeLoyalty is behaviour not marketing Why customers choose you repeatedly and what actually drives that decision The difference between earned and manufactured loyalty How emotional connection and incentives play very different roles Why most loyalty programs become table stakes When points and perks stop differentiating and start costing you margin How status and psychology shape behaviour Why tiers, exclusivity and recognition change how customers act What makes loyalty worth investing in today How rising acquisition costs and choice are forcing brands to rethink retention Bonus NuggetsAirlines are the masters of engineered loyalty How status drives irrational behaviour and emotional attachment Amazon Prime rewires purchasing decisions Why convenience can override price sensitivity Data is the real currency of loyalty programs What brands are actually buying when they offer rewards Call to ActionIf you’re running a loyalty program or thinking about one, ask yourself this. Would your customers still choose you if you took it away?Connect with us: Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned Canned the Marketing Podcast: www.cannedmarketing.com Cue Marketing: www.cuemarketing.co.nz Human Digital: www.humandigital.comTimestamps00:00 Intro to loyalty and why it’s misunderstood 03:00 B2B conference reflections and budget realities 05:00 SXSW and shifting marketing sentiment 08:00 McDonald’s PR moment and brand response 09:30 What loyalty actually means 11:30 Earned vs manufactured loyalty 15:00 Airline loyalty and status psychology 18:00 Rising acquisition costs and retention pressure 21:00 Types of loyalty programs explained 24:00 Tiered programs and Mecca example 27:00 American Express and premium loyalty 29:30 Cashback and discount pitfalls 31:30 Coalition programs and data value 33:30 Experiential loyalty and exclusivity 35:00 Subscription models and lock-in 36:30 When loyalty programs go wrong 39:00 Woolworths and everyday loyalty 41:30 The future of loyalty and AI 44:30 Community and brand-driven loyalty 45:30 Wrap up and key takeawayswww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tight, expectations are high, and every decision counts. What You’ll Learn in This Episode Your best growth assets are already inside your business but underused  Why focusing on fewer “big rocks” drives disproportionate B2B impact  How proving results internally unlocks more budget and influence  Why simplicity beats complexity when teams are stretched  How ruthless prioritisation shapes smarter B2B growth decisions Bonus Nuggets The case for hiring “lazy marketers” who optimise for efficiency  Turning off paid search to prove its value the hard way  AI as “interns” and why leadership still needs to drive the thinking Call to ActionIf you're a B2B marketer juggling expectations with limited resources, this episode will sharpen your focus on what actually moves the needle.Resources mentioned: Stickybeak – https://www.stickybeak.co Noel Leeming – https://www.noelleeming.co.nz HubSpot – https://www.hubspot.comConnect with the creators, and hosts mentioned: Anna Henwood – https://www.linkedin.com/in/annahenwood/ Fiona Taimana – https://www.linkedin.com/in/fionacoetaimana/ Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned: Canned the Marketing Podcast: www.cannedmarketing.com Cue Marketing: www.cuemarketing.co.nz Human Digital: www.humandigital.comTimestamps00:00 Live from B2B Marketing Conference 01:30 Small budgets, big ambitions explained 03:00 Unlocking hidden resources in your business 06:00 Leveraging networks over spend 09:00 The power of simplicity in marketing 13:30 Defining and prioritising “big rocks” 18:00 Introduce, enhance, perfect framework 20:00 Showing results to unlock more budget 25:00 Budget cuts and ruthless prioritisation 30:00 What is a “small budget” in B2B 34:00 In-house vs agency debate 38:00 Audience Q&A and closing thoughtsWhy this episode mattersBecause in B2B, the constraint isn’t going away so the marketers who win are the ones who decide what actually matters and have the discipline to act on it.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

MarTech is having a moment — again. But between AI hype, bloated tech stacks, and dashboards no one trusts, most marketers are quietly wondering if they’ve overcomplicated things. In this episode of Canned, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) strip it back. They unpack what a modern MarTech stack actually looks like across B2B and B2C,  how AI is changing the game (without fixing your fundamentals). What You’ll Learn in This EpisodeMarTech ≠ Tools for the sake of tools It’s the systems and platforms used to attract, convert, and retain customers — and most businesses already have one, whether they realise it or not.Why your CRM is the centre of gravity In B2B especially, your CRM becomes the single source of truth — managing contacts, pipelines, and buying committees.B2B vs B2C MarTech: same bones, different muscles B2B focuses on relationships and deal progression, while B2C leans into behaviour, transactions, and real-time engagement.AI is everywhere — but it won’t save you AI enhances speed, insights, and personalisation, but bad data and poor strategy still lead to bad outcomes.Integration is the real unlock (and the real headache) A disconnected stack kills performance. The goal is one source of truth with clean handovers between systems.If your tech stack feels bloated, disconnected, or slightly held together with duct tape — this episode is your reset. Follow, subscribe, and send it to the one person in your team who keeps buying new tools “because AI.”Explore more from CannedCanned the Marketing Podcast – www.cannedmarketing.comwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Luxury brands play a completely different marketing game. In this episode of Canned the Marketing Podcast, Ben van Rooy from Human Digital and Steph Quantrill from Cue Marketing unpack the world of luxury marketing and why brands like Louis Vuitton, Hermès and Gucci operate by rules that most marketers would never dare follow. From the origins of European craftsmanship to modern scarcity strategies and billion-dollar brand empires, they explore why luxury continues to command eye-watering prices and intense loyalty. If you’ve ever wondered why people wait years for a Birkin bag or why some brands refuse to discount, this episode breaks down the psychology, power and contradictions of luxury marketing.What You’ll Learn in This Episode • Why luxury brands were built on craftsmanship and heritage How centuries-old European craft traditions shaped the foundations of luxury marketing. • Why scarcity is one of the most powerful marketing levers How luxury brands manufacture demand by limiting access rather than increasing availability. • Why people buy identity, not just products How aspiration, belonging and status drive luxury purchasing behaviour. • Why luxury brands rarely discount How pricing discipline reinforces brand perception and long-term desirability. • Why even iconic luxury brands lose their shine How heritage brands navigate creative reinvention while protecting their legacy.Bonus Nuggets • The Birkin effect Why Hermès deliberately withholds supply to increase demand. • Modern luxury brands built on scarcity How brands like The Row create exclusivity through limited availability. • Luxury resale and pre-loved markets Why older luxury products can sometimes become more valuable than new ones.Call to Action If you enjoy unpacking the strategy behind iconic brands, subscribe to Canned the Marketing Podcast and join the conversation with marketers across New Zealand and Australia.Connect with the us: • Ben van Rooy — https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill — https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned: • Canned the Marketing Podcast — www.cannedmarketing.com • Cue Marketing — www.cuemarketing.co.nz • Human Digital — www.humandigital.comTimestamps 00:00 Introduction to luxury marketing and why it fascinates marketers 00:17 Why products like Birkin bags and luxury coats command extreme prices 02:12 The historical roots of luxury brands in European craftsmanship 07:40 Why Louis Vuitton and Hermès built their brands on craft mastery 12:45 Scarcity as a deliberate luxury marketing strategy 16:00 The psychology of aspiration, identity and belonging 20:30 Modern luxury brands and the rise of The Row 24:00 Premium vs luxury and the example of R.M. Williams 28:30 The growing opportunity in luxury resale and pre-loved markets 32:00 When heritage brands like Gucci lose direction 35:30 The future of luxury brands and how they maintain relevancewww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

In this episode of Canned the Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dive into the power of nostalgia marketing. From McDonald’s Friends collectibles to Coca-Cola’s Stranger Things revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right.What You’ll Learn in This EpisodeWhat is Nostalgia Marketing?Nostalgia marketing leverages shared cultural memories to trigger emotional connections—often targeting audiences who grew up with the brand or era being referenced.Why Millennials Are the Perfect TargetMillennials now hold major purchasing power and have deep cultural memory banks, making them especially responsive to nostalgic references from the 80s, 90s and early 2000s.How Brands Turn Cultural Moments into Marketing GoldExamples like the Barbie movie and McDonald’s nostalgia collaborations show how cultural icons can reignite brand relevance and attract both old and new audiences.When Nostalgia Works—and When It BackfiresNostalgia must feel authentic and aligned with your audience. If it’s forced or irrelevant to the brand, consumers can spot it instantly.The Coca-Cola and Stranger Things MasterclassCoca-Cola cleverly revived the infamous “New Coke” through Stranger Things, turning one of its biggest historical mistakes into a culturally relevant campaign decades later.Why Nostalgia Attracts New Generations TooCultural throwbacks can resonate with younger audiences discovering older eras for the first time—bridging generational gaps through shared pop culture moments.The Difference Between Nostalgia and Trend-JumpingGreat brands build on existing memory structures. Poor executions simply jump on trends without relevance to their brand or audience.Bonus NuggetsProtein is everywhere in Australian supermarkets—even Violet Crumble and Chupa Chups flavoured protein bars.Steph reports live from a whirlwind Sydney and Melbourne retail tour, exploring trends in pet and grocery categories.A nostalgic dessert debate: Viennetta vs boysenberry ice cream tubs as childhood luxury treats.A quick marketing news round-up including WPP’s expanded AI partnership with Adobe and creative agency shake-ups for KFC..Why Listen?Nostalgia marketing is having a serious moment—but it’s not just about retro logos and throwback campaigns. Steph and Ben unpack the psychology behind why nostalgia works, the cultural dynamics that make it powerful, and the strategic pitfalls brands must avoid. If you want to understand how to harness shared memories to drive emotional engagement—and why some nostalgia campaigns become cultural phenomena while others flop—this episode is packed with practical insights for modern marketers.Chapters (with timestamps)00:00 – Welcome & Episode SetupSteph and Ben introduce nostalgia marketing and set the scene.01:00 – Retail Trends in AustraliaSteph reports from supermarket and pet store visits across Sydney and Melbourne.08:50 – Marketing News Round-UpAI partnerships, KFC’s creative shake-up, and debate around The Warehouse’s ad pause.15:00 – The McDonald’s Friends CampaignWhy nostalgic collaborations are targeting millennials.17:00 – What Nostalgia Marketing Really IsDefining nostalgia marketing and why it taps into emotional memory.21:00 – Why Millennials Respond to NostalgiaGenerational memory structures, purchasing power and authenticity.24:30 – Barbie and Cultural Nostalgia Momwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

The 4Ps might be Marketing 101, but are we actually using them properly?In this episode of Canned, Steph Quantrill from Cue Marketing and Ben van Rooy from Human Digital go deep on Product, Price, Place and Promotion and why these fundamentals still shape the strongest brands in New Zealand and Australia. Then in a special guest section, Kaleb Mearns joins to launch a new partnership survey in conjunction with the Marketing Association, unpacking why agencies and clients need to take a hard look at how they work together. The 4Ps Deep Dive (Or is it 7?)What You’ll Learn in This Episode• Why product strength determines how much promotion you actually need • How pricing is positioning whether you realise it or not • Where place and distribution quietly create competitive advantage • Why promotion is the loudest P but rarely the most important • How modern marketers can use the 4Ps as a strategic filter before briefing creativeSpecial Section: The Partnership Survey with Kaleb MearnsIn this segment, Kaleb joins Steph and Ben to announce the new industry partnership survey in collaboration with the Marketing Association.Why This Matters• Why agency and client relationships often drift without measurement • How better feedback loops can strengthen commercial performance • What the survey aims to uncover about trust, expectations and value • Why both agencies and brand-side marketers should contributeCall to action If you work in an agency or sit client side, fill out the partnership survey and encourage your team to do the same. Stronger relationships build stronger marketing. And while you are at it, sense-check your next campaign against the 4Ps before you hit go.Resources mentioned • Marketing Association https://marketing.org.nz Connect with the creators and hosts • Kaleb Mearns. https://www.linkedin.com/in/kalebfrancis/ • Ben van Rooy https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned • Canned the Marketing Podcast www.cannedmarketing.com • Cue Marketing www.cuemarketing.co.nz • Human Digital www.humandigital.comTimestamps 00:00 Why the 4Ps still anchor great marketing 07:45 Product as the foundation of brand strength 16:20 Pricing as a strategic signal 24:10 Place and distribution power 33:30 Promotion in a noisy market 41:00 Special guest Kaleb Mearns and the partnership survey launch 50:30 Why agencies and clients should participatewww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

What does it take to futureproof an entire profession? On this episode of Canned, Ben van Rooy and Stephanie Quantrill sit down with John Miles, CEO of the New Zealand Marketing Association, to unpack how NZMA has evolved from its direct mail roots into a national engine room for marketing capability. John shares how COVID forced a fast pivot to digital learning, why leadership pathways matter more than ever, and the importance of a professional body in a profession that doesn't require one. If you care about lifting standards in NZ marketing, this episode is for you.What You’ll Learn in This Episode•Why professional bodies must evolve from events hosts to true capability builders•How marketing leadership pathways shape the future of the industry•What real membership value looks like in 2026 and beyond•Why modern marketers need breadth of thinking not just channel expertise•How community and mentoring create long term industry advantageBonus Nuggets•Steph and Ben unpack the Super Bowl ad landscape and what real cut through looks like•A nostalgic McDonald’s Friends collab sparks a debate on audience relevance•A reminder that marketing is as much about community as it is about campaignsCall to actionIf you’re serious about growing your career and raising the bar for marketing in New Zealand and Australia, this conversation will challenge how you think about professional development.Resources mentioned:•New Zealand Marketing Association (NZMA) https://marketing.org.nz•Advanced Marketing Leadership Programme https://marketing.org.nz/training•NZ Marketing Awards https://marketing.org.nz/marketing-awards•System1 https://system1group.comConnect with the creators, and hosts mentioned:•John Miles https://www.linkedin.com/in/john-m-129a0521/•Ben van Rooy https://www.linkedin.com/in/benvanrooy/•Stephanie Quantrill https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned:•Canned the Marketing Podcast www.cannedmarketing.com•Cue Marketing www.cuemarketing.co.nz•Human Digital www.humandigital.comHelp improve our podcastTimestamps00:00 Welcome and why this episode matters for NZ marketers04:20 Super Bowl ads and the battle for attention12:30 Meet John Miles and the role of NZMA16:30 COVID pivots and digital transformation20:00 Membership explained and what value really means29:30 Building talent pathways and emerging marketer programmes33:45 Events scale and capability building at pace44:20 Creativity, ROI pressure and the future of marketing47:15 Wrap and what’s nextwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

When you’re up against a giant, you do not outspend them. You out-position them. In this episode of Canned, Ben van Rooy and Stephanie Quantrill unpack challenger brands versus market leaders and why bigger is not always better. From Pepsi taking on Coca-Cola at the Super Bowl, to Whittaker's holding its ground against Cadbury, and how Skinny emerged in response to 2degrees, this is a sharp, practical breakdown of how David can beat Goliath. If you manage brand in NZ or Australia, this one is worth a listen.What You’ll Learn in This Episode • Why positioning is your most affordable weapon • How repetition builds mental availability when budgets are tight • When market leaders should launch sub-brands versus stay the course • Why reframing the category can be more powerful than product innovation • How defending your lane beats trying to be everything to everyoneBonus Nuggets • The Super Bowl Pepsi polar bear taste test and what it signals about competitive framing • Why Whittaker’s goes upmarket instead of chasing Cadbury on priceCall to action If you are either the scrappy challenger or the comfortable category leader, this episode asks one uncomfortable question: are you defending your positioning hard enough?Resources mentioned: • Pepsi • Coca-Cola • Whittaker's • Cadbury • 2degrees • Skinny • Dollar Shave Club • Gillette • Unilever • OpenAIConnect with us: • Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned: • Canned the Marketing Podcast: www.cannedmarketing.com • Cue Marketing: www.cuemarketing.co.nz • Human Digital: www.humandigital.comTimestamps 00:00 – Challenger brands versus market leaders 00:11 – Pepsi, Whittaker’s and the positioning battle 16:23 – Skinny launched as a response to 2degrees 17:19 – Dollar Shave Club and acquisition strategy 24:22 – Repeat, repeat, repeat as a challenger strategy 44:15 – Why Whittaker’s cannot be Cadburywww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Strategy gets talked about a lot in marketing—but is rarely defined well. In this episode of Canned: The Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) cut through the noise to unpack what strategy really is, why so many businesses confuse it with tactics, and how that confusion quietly kills focus, momentum, and results.What You’ll Learn in This EpisodeStrategy is a set of choices, not a plan True strategy answers where you play and how you win—before a single tactic is chosen.Why strategy is as much about saying “no” as it is saying “yes” Trade-offs are not a weakness; they’re the point.The hard line between strategy and tactics Media plans, campaigns, and content calendars are execution—not strategy.Why marketing strategy must ladder up to business strategy When marketers don’t understand the commercial direction, they are destined to fail.What good strategy looks like inside real organisations Clear positioning, consistency over time, and fewer, better campaigns.Why constant reinvention is usually a red flag Strong brands evolve—but they don’t panic-reset every year.Bonus NuggetsWhy being “busy” often masks a lack of strategyThe inbox vs intention problem most marketers faceWhy channel-hopping is a symptom, not a solutionThe myth that strategy needs to be clever or complexA refreshingly practical take on “strategy on a page”Why Listen?If you’ve ever been asked to “do a strategy” when what’s really wanted is a media plan—or you’ve watched teams mistake activity for progress—this episode is for you. Steph and Ben bring clarity, lived experience, and straight talk to one of marketing’s most misunderstood disciplines. You’ll come away with sharper language, stronger conviction, and a clearer sense of how strategy should actually guide your work day to day.Chapters (with timestamps)00:00 – Welcome & scene setting Why strategy keeps coming up—and keeps being misunderstood.02:30 – What strategy really is A clear definition and why documents aren’t the point.06:30 – The cascade of choices Where to play, how to win, and the power of focus.11:45 – Strategy vs tactics Drawing a firm line between thinking and doing.15:30 – Marketing’s role in business strategy Why marketers need context, not just briefs.20:00 – What good strategy looks like in practice Consistency, positioning, and fewer campaigns done better.27:00 – Brand examples and lessons Who’s staying the course—and who’s getting distracted.35:00 – Clarity over cleverness Why great strategy simplifies decisions instead of complicating them.39:00 – What’s next Teasing the upcoming episode on challenger brands vs market leaders.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Customer Experience Is the Brand (Especially When Things Go Wrong)In this episode of Canned the Marketing Podcast, Steph and Ben are joined by Sarah Clearwater, founder of Reframr, to unpack why CX is the delivery of your brand promise — and why the best brands shine brightest when everything goes sideways.This is a practical, no-nonsense conversation for marketers who are tired of talking about “customer centricity” and actually want to do something about it.What We Cover1. Customer Experience ≠ Marketing (But They’re Inseparable)Marketing makes the promise. CX keeps it — or breaks it.Sarah explains why CX is the glue between marketing, sales, product, service and tech — and why organisations that treat it as a silo end up with beautifully branded disappointment.2. Why Journey Mapping Still Matters (When Done Properly)Journey mapping one of the most effective decision-making tools.We get into:Why org charts are the enemy of good CXWhere handovers really fail (hello B2B 👀)How mapping exposes misaligned KPIs across teamsSpoiler: most “lead quality” problems aren’t actually lead problems.3. CX as a Growth Lever (Not a Vibe)If you’re struggling with:AcquisitionConversionRetentionChurnCost to serve…there’s a strong chance your promise and delivery are misaligned.Sarah breaks down how CX work connects directly to the metrics CFOs actually care about — without needing a six-figure tech stack.4. B2B CX: The Invisible Journey Everyone IgnoresB2B buying isn’t one customer — it’s a committee.We unpack:Why 7–10 stakeholders break most B2B journeysThe risk of selling to one person and onboarding anotherWhy CRMs help, but don’t magically fix experience gapsIf you’ve ever heard “marketing brings rubbish leads” or “sales kills momentum” — this bit will sting (in a good way).5. Real CX in the Wild: When Things Go WrongThe best brand moments don’t happen when everything’s smooth.We share real examples from:Mecca and the Beauty Loop backlashASB delivering calm, human support in a crisisCatherine Wilson proving founder-led service still winsMitre 10 turning product advice into brand loyaltySmart Takes You’ll Steal for Work“Customer experience is how organisations build resilience, not just satisfaction.”Personas > demographics. Behaviour beats age every time.Talking to customers who cancelled will teach you more than 10 NPS surveys.If you digitise a broken experience, you don’t fix it — you scale the problem.Bonus for MarketersSarah also shares:How to introduce CX into organisations that “aren’t ready”How to use moments like CRM re-platforming as leverageWhy CX and marketing are long-term partners, not project buddiesPlus: a free upcoming webinar on optimising pipelines using customer journey mapping.Who This Episode Is ForSenior marketers juggling brand + performanceB2B marketers dealing with messy funnels and handoversAnyone sick of “customer first” being pure theatreLeaders who want fewer CX buzzwords and more business impactTo do your own customer journye map - try this free framework here: https://www.reframr.co.nz/90minutemapListen now and remember: Great brands aren’t built when everything goes right — they’re built when something breaks.New episodes drop every week — subscribe on Spotify, Apple Podcasts, or YouTube so www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

It’s 2026, Ben’s back from Rio (minus a phone… plus a backup phone like an absolute psychopath), and Steph’s back from a soggy Coromandel reset. This week, they crack open the crystal ball and give it their best shot at calling the trends for marketers to pay attention to in 2026—brand vs performance, AI slop, agency shake-ups, and why “real” is the new premium.What You’ll Learn in This EpisodeBrand is back (and B2B finally got the memo): Why over-relying on lead gen is about to hit diminishing returns—and what smarter funnel balance looks like.AI adoption + AI backlash: How the rise of AI is also creating demand for human tone, originality, and experiences you can’t copy-paste.Specialist agencies will win: Why consolidation opens the door for niche players (and why the big generalists may struggle to justify margins).The content explosion is coming: More content than ever… but quality will be the only thing that cuts through.Long-form makes a comeback: Podcasts, Substack, and deeper storytelling as a counter-move to short-form overload.B2B buyer expectations are evolving: Consumer-level experiences are now the baseline—generic websites and generic messaging won’t survive.New role alert: “Vibe Translator”: Why businesses may need a human to translate the subtext between CEO ambition and CFO caution. ;)Bonus NuggetsBen’s Rio marketing lens: beachfront selling, loudspeakers, national pride, and the kind of “awareness” you can’t block.Elf Cosmetics x Liquid Death: a brand collab that’s basically a marketing fever dream (in a good way).SXSW Sydney cancelled: what it signals about event viability and where marketers might look instead (Austin, anyone?).CES gadgets: fridge cameras, barcode scanning, and a robot vacuum that does stairs (aka: the future is weird).Why Listen?Every week Canned breaks down localised marketing trends and hot takes every marketer needs to know . This episode is about 'better'.  Better brand thinking, better creative judgment in an AI-saturated world, and better strategy for where humans add value (hint: not generating 500 “Buy our widgets!” ads). If you’re trying to make smart calls on budget, brand, content, and capability this year—this episode will sharpen your instincts fast.Chapters (with timestamps)00:00 – Welcome back to 2026: Ben (Human Digital) + Steph (Cue Marketing) set the scene00:34 – Holiday recap: Coromandel calm vs Rio chaos (and the stolen phone story)04:08 – Marketing in Rio: what stood out “in the wild”05:37 – Steph’s marketing news: Elf x Liquid Death + Sydney Sweeney/American Apparel talk08:44 – Ben’s news: Golden Globes adds a podcast category + CES highlights + SXSW Sydney cancelled13:00 – Episode setup: 2026 predictions + disclaimer (no fact-checkers were harmed)14:08 – Prediction 1 (Ben): Brand becomes even more important, especially in B2B16:13 – Prediction 1 (Steph): The “real” renaissance + experiences + anti-AI sameness19:39 – Prediction 2 (Ben): Rise of specialist agencies + in-housing + AI reshaping roles23:15 – Prediction 3 (Steph): Optimism returns (steady growth, not boom) + more fractional/specialist talent use26:29 – Prediction 3 (Ben): Content explosion: quantity rises, quality decides29:39 – Prediction 4 (Steph): Long-form comeback (Substack, blogs, longer storytelling) + more podcasts31:23 – Prediction 5 (Ben): B2B buyer experience evolves toward consumer expectations34:25 – Wild prediction (Steph): The “Vibe Translator” job title is born37:19 – Next episode teaser: Customer experience + journey mapping with guwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

It’s the Canned Christmas special — and we’re not handing out participation trophies. Hosts  Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) are joined by brand strategist and cultural commentator Eugene Healey for a sharp, no-holds-barred breakdown of the brands that defined 2025 — for better and for worse. From Cannes side-quests to culture-war campaigns, this episode cuts through the hype to ask one brutal question: did it actually work?What You’ll Learn in This EpisodeWhy Cannes feels more like a tech festival than a creative oneWho really owns the agenda now — and why “creativity” is often just the theme, not the point.The danger of confusing discourse with demandWhy brands can win the internet and still lose the market (hello, American Eagle).How New Zealand continues to punch above its weight creativelyAnd why small markets can still make globally relevant work.What great brand recovery actually looks likeWhen leaning into chaos is smarter than running from it.Why regulation is not an excuse for boring marketingAnd how the best brands find space to move anyway.What separates talkable campaigns from effective onesThe difference between cultural noise and commercial impact.Bonus NuggetsWhy Eugene calls Cannes “a tech conference wearing creativity as a costume”The real reason Australian industries feel creatively paralysedHow IKEA nailed its NZ launch by obsessing over lived experienceWhy Coca-Cola’s AI Christmas ads feel like “elevator music for television”Naughty & Nice List HighlightsNaughty: American Eagle – cultural heat, commercial coldNice: Herpes NZ – purpose-led creativity that actually moved behaviourNaughty: Optus – when brand teams pay for operational failuresNice: IKEA – brand codes, executional detail, zero shortcutsNice: Cadbury Made to Share – product, packaging, and consumption moments alignedMeh: Coca-Cola – tradition on autopilot, now with AINice (and tear-jerking): John Lewis – proof emotion still beats assetsWhy Listen?If you’re sick of marketing commentary that confuses attention with effectiveness, this episode is for you. It’s a smart, funny, sometimes uncomfortable conversation about what actually builds brands in today’s fragmented, hyper-cultural landscape — and why courage, clarity, and taste still matter more than trend-hopping. Perfect listening for marketers who want to sharpen their thinking before 2026.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) step outside the scroll and into the real world to unpack why Out-of-Home advertising (OOH) still stops people in their tracks. From billboards and bus wraps to special builds and stunts that earn global attention, this episode is a sharp, practical look at how brands can win attention when screens are saturated. If you think OOH is just “big signs,” think againWhat You’ll Learn in This EpisodeWhy OOH Still Works in 2025 – How physical media cuts through digital fatigue and delivers recall.The Full Spectrum of OOH Formats – From classic billboards to digital, retail media, transport, projections, and special builds.When to Use OOH (and When Not To) – Clear guidance on awareness vs consideration vs context-led placements.Creative Rules (and When to Break Them) – Why simplicity wins, what kills impact, and how some brands successfully bend the rules.Special Builds & Earned Media – How one smart execution can outperform dozens of standard placements.Measurement Has Caught Up – Location data, attribution, and proving OOH actually drives store visits and behaviour.OOH Isn’t Just for B2C – Where B2B brands can play, from airports to elevators and conferences. Bonus NuggetsSpotify Wrapped as a masterclass in pairing OOH with personal data stories.Hell Pizza’s “Doobious Pizza” billboard and why one site can be enough if the idea’s strong.Why onions on a billboard might be technically valid… but emotionally unforgivable.The rise (and occasional annoyance) of retail media screens everywhere you stand still.The KFC “Gravy Train” – peak OOH meets PR genius.Why Listen?If your marketing plan still treats Out-of-Home as an optional extra or a legacy channel, this episode will recalibrate your thinking. Steph and Ben cut through the hype and nostalgia to explain where OOH genuinely earns its place in modern media mixes, how budgets have become more accessible through digital formats, and why creativity and context matter more than ever. Packed with real examples, honest opinions, and hard-won lessons, this is essential listening for marketers who want fame, not forgettable impressions.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

This week, Steph from Cue Marketing and Ben from Human Digital dive head-first into the chaotic, emotional, reputation-threatening world of rebrands - from the corporate phoenix moments (hello, Accenture) to the “no one asked for this” refreshes that get marketers yelled at at BBQs. With real-world stories from Spark, Enviro NZ, Four Square, Griffins, Enron (yes, really), and NZ Post, they unpack what makes a rebrand sing — and what makes customers grab the pitchforks. Grab a chocky biccy and settle in.What You’ll Learn in This EpisodeThe REAL Difference Between a Rebrand and a Refresh Why marketers constantly mix them up, and why that confusion costs businesses millions.When to Rebrand (…and When to Absolutely Don’t) The strategic triggers that justify the cost, pain, and chaos — and the red flags that say “leave it alone.”The True Cost of Rebranding From uniforms to wayfinding - make sure you consider ALL the costs How to Take People With You Why internal buy-in is the make or break moment for any major identity change.Case Studies Marketers Can Actually Use The inside stories of Spark, Foursquare, Cracker Barrel, Griffins, Arthur Andersen → Accenture, NZ Post, and Vodafone → One NZ.Why Listen?Because rebrands are expensive, political, emotionally charged — and often completely misunderstood. This episode cuts through the fluff to give marketers the straight talk: when to refresh, when to rebrand, what it really costs, and how to not accidentally destroy decades of brand equity. If you touch brand in any way, this is essential listening — packed with real examples, candid insights, and the kind of hard truths only Steph and Ben will drop on-mic.Connect with the HostsStephanie Quantrill (Cue Marketing) – https://www.linkedin.com/in/stephaniequantrill/Ben van Rooy (Human Digital) – https://www.linkedin.com/in/benvanrooy/www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

B2B finally gets its moment in the spotlight. In this episode, co-hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) dive into the misunderstood, often underestimated world of B2B marketing—where long sales cycles, buying committees, and high-stakes decisions make the work both exhilarating and brutal. From the politics behind procurement to the power of brand trust built years before a shortlist is even written, Steph and Ben unpack what really drives decisions in the boardroom. No jargon, no fluff—just the reality of modern B2B marketing that every marketer needs to understand.WHAT YOU’LL LEARN IN THIS EPISODEWhy B2B is not “B2C but boring” Longer cycles, higher stakes, more buyers—and why creativity still matters.How buying committees actually work The difference between economic, technical, user, IT and procurement buyers—and why one contact is never enough.The B2B buyer journey (hint: it’s very non-linear) From problem realisation to risk mitigation—and how to show up early.Account-Based Marketing (ABM) explained properly What it is, how it aligns with sales, and why relevance beats reach every time.The role of trust in B2B decision-making Why employees feel their career is on the line—and how testimonials, content and brand familiarity reduce perceived risk.If you loved this episode, share it with a fellow marketer who still thinks B2B is boring. And make sure you're subscribed—next week, we jump into the wild world of brand collaborations and how pairing up can make (or break) a brand. RESOURCES MENTIONEDMarketing Association NZ – Top Talent Program https://marketing.org.nzDB Export Ultra Ice Collab Campaign https://www.db.co.nzIKEA New Zealand Pop-Ups https://www.ikea.co.nzHostsBen van Rooy – Human Digital https://www.linkedin.com/in/benvanrooy/Stephanie Quantrill – Cue Marketing https://www.linkedin.com/in/stephanie-quantrill/Names Mentioned in EpisodeAndrew Hughes – Global Head of SEM, Xero https://www.linkedin.com/in/andrew-hughes-992ba127/Di Liu – Marketing Association Top Talent InternJohn Miles – Marketing Association https://www.linkedin.com/in/johnmilesnz/EXPLORE MORE FROM CANNEDCanned the Marketing Podcast Website https://www.cannedmarketing.comwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dig into one of the most in-demand topics in modern marketing: personal branding. With audiences trusting individuals more than companies, this episode breaks down how personalities are shaping influence, loyalty and commercial outcomes.They highlight industry standouts like Eugene Healy, who commands half a million followers, and explore how figures like Jason Paris, Joely Hodson, and Dan Carter have built magnetic personal brands that lift entire organisations.What You’ll Learn in This EpisodeWhy personal branding is exploding for marketersHow the shift in trust from companies to individuals is reshaping influence and decision-making.How creators amplify brands beyond traditional advertisingHow the Alix Earl effect, Cannes examples and the creator economy are changing brand value.How to decide what your personal brand should stand forHow tone, values and consistency build credibility in your category.How CEOs and founders use personal brand powerfullyHow leaders like Jason Paris, Joely Hodson and Dan Carter bring scale, trust and attention.How employees can (and can’t) show up onlineHow to navigate company rules, employer perception and your own voice without crossing lines.How internal influencers are becoming brand assetsHow companies are turning staff into micro-voices and what that means for marketing teams.How to start building your personal brand todayHow to think about platforms, confidence, relevance and showing up consistently.Bonus NuggetsThe moment Steph realised she had accidentally posted a “controversial” LinkedIn post… and the DMs that followed.Why some people won’t comment publicly on posts (and what that actually means).Why Dan Carter would make a terrible Labubu collaboration and why Ben would buy it anyway.Metallica vs Wicked: a study in contrasting personal brand audiences.The accidental comedy of Ben explaining “hunters and gatherers” of LinkedIn engagement.Connect with the creators, hosts and tools mentioned:Eugene Healy – LinkedIn: https://www.linkedin.com/in/eugenehealySteph Quantrill – LinkedIn: https://www.linkedin.com/in/stephanie-quantrill/Ben van Rooy – LinkedIn: https://www.linkedin.com/in/benvanrooy/Explore more from Canned:Canned the Marketing Podcast: https://www.cannedmarketing.comCue Marketing: https://www.cuemarketing.co.nzHuman Digital: https://www.humandigital.comwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

This week, Steph from Cue Marketing and Ben from Human Digital dive headfirst into one of marketing’s most fun playgrounds: brand collaborations. From Balenciaga x Scholl (yes, the bunion shoe brand) to Four Square x Sawmill’s summer IPA, to why Barbie basically owned 2023, this episode hits everything from FMCG smashes to luxury chaos. If you love collabs, hate collabs, or have trauma from the Steinlager abstinence ring — you’re in the right place.What You’ll Learn in This EpisodeWhat Makes a Brand Collab Actually WorkWhere the magic happens: overlapping audiences, shared brand DNA, and the almighty Venn diagram.The Difference Between a Smart Collab and a “WTF Who Approved This?” MomentFeaturing Yeezy, misaligned fashion chains, and the infamous Steinlager Abstain Ring.Case Studies: FMCG Collabs That Won (and Why)Whittaker’s, Oreo, Dubai chocolate, parrot-dog beer, and the psychology behind summer positioning.Fashion Collabs – Why Target x Missoni Was Genius & Target x Neiman Marcus… Wasn’tLuxury meets mass market — but only when the stars (and customers) actually align.B2B Collabs You Probably Never ConsideredHow B2B brands can collaborate without looking like they’re trying too hard. The Hidden Work Behind CollabsPackaging. R&D. Shelf life. Supply chain. Timelines. The realities that make (or break) collab dreams.Bonus NuggetsSteph’s thrifted sequin era makes a strong reappearance.Dubai-style pistachio chocolate blows the Gen Alpha mind (and their budgets).Biscoff: still the reigning king of TikTok-induced flavour chaos.Balenciaga’s Frankenshoe: fashion? stunt? cry for help? unclear.Why airlines + craft beer = collab gold.“If you don’t plan it properly, you’ll end up with a warehouse full of abstinence rings.”Why Listen?This episode is a masterclass in how brand collaborations really work — the strategy, the upside, the risks, and the “oh God pull the plug” moments only marketers truly understand. Whether you’re plotting your next FMCG limited edition, launching a B2B partnership, or pitching a bold cross-category stunt, Steph and Ben break down what makes collabs fly… or crash spectacularly. It’s packed with real examples, sharp opinions, and delicious marketing gossip from two people who have lived it, judged it, and occasionally bought it at Four Square.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

This week, Steph from Cue Marketing and Ben from Human Digital crack open a story you wouldn’t expect from the world of banking; a handcrafted kids’ content series built inside ASB. Yep, puppets, original songs, TVNZ studios… the works. Social & Content Lead Hamish Russell joins the show to unpack how a bank made one of the most delightfully creative education projects in New Zealand. If you think financial services kills creativity, prepare to backspace that opinion.What You’ll Learn in This EpisodeWhy Creativity Doesn’t Die in BanksHow ASB carved out pockets of creativity inside a high-risk, compliance-heavy environment.Turning an In-School Programme Into a Digital Content IPThe inside story of how GetWise became The Big Little GetWise Show — and why no one asked for it (but everyone loves it).Low Budget ≠ Low ImpactThe scrappy funding model, stitched-together resources, and production hacks that made a 9-episode kids’ series possible.Building In-House Capability for Brand StorytellingHow ASB is shifting more creative, content, and strategy into their own team — and what marketers can learn from it.Finding the ‘Safe Cracks’ in Risk-Averse BusinessesHamish explains how to innovate without triggering the compliance klaxons.Using Social to Drive Genuine Value (Not Product Push)A masterclass in value-exchange content for young audiences, teachers, and parents.Evergreen Content as Brand EquityWhy educational content with longevity is a long-play winner for brand affinity.Bonus NuggetsThat retro 90s infomercial Long White campaign… toot or boot? (Spoiler: boot.)Coca-Cola’s AI Christmas ad and why the internet loves/hates it.The existential crisis of Ben’s “metaphorical” Christmas tree.A progressive dinner involving tequila, smashed plates, X-rated games, and Steph dressed as an avocado.The new ChatGPT Atlas browser and whether it’s about to fill out your forms for you.Deposit books, childhood bank propaganda, and how brand loyalty forms before you can tie your shoes.Why Listen?If you're a marketer tired of hearing “we can’t do that because… risk,” this episode is proof that creativity can survive — and even thrive — inside the strictest industries. Hamish shows how ASB built an entire kids’ content universe by blending research, cultural insight, in-house skills, and clever navigation of internal approvals. It’s a killer example of brand equity building without selling, and a must-listen for anyone working in financial services, social strategy, education, brand building, or content creation on a shoestring budget. Chapters00:00 – Welcome BackBen and Steph check in: couches, home office heatwaves, and very minimal Christmas décor.02:30 – Progressive Dinners & French 75sSteph recaps a wildly on-brand neighbourhood soirée.07:00 – Campaigns of the WeekLong White’s “Sugar Liquidation” gets a roasting; Coca-Cola’s AI Christmas ad gets an eyebrow raise.11:00 – The New ChatGPT BrowserBen nerds out about ChatGPT Atlas and automated browsing.13:20 – Introducing Hamish from ASBFresh off the TMC Marketers Day stage.16:00 – Creativity Within a Bank? Yep.How Hamish finds “safe creative cracks” in a risk-heavy environment.21:00 – What Is GetWise?ASB’s long-standing youth financial literacy programme.27:00 – Turning GetWise Into a ShowWhy ASB built a kids’ content series from scratch — and how.31:00 – Funding a Series With No BudgetHamish’s “cap in hand” tour across departments.34:00 – No AI, All HandmadeWhy the team refused AI for this project — and channelled 80s/90s kids’ TV instead.36:30 – Crafting High-Quality Social ContentProving thwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

This week, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with Chanel Clark, founder of The Marketing Club (TMC), fresh off the very first Marketers Day. They unpack how one marketer’s side project turned into a cross-Tasman movement — complete with 1,000-strong Slack channels, sold-out events, and a goody bag that broke wrists. From the courage to start small to the art of building community, this episode celebrates the people shaping marketing’s new frontier.What You’ll Learn in This EpisodeHow The Marketing Club Started as a Side HustleChanel reveals how a lonely “first marketing hire” moment led to a grassroots community for marketers craving connection.Turning Feedback into Fuel for GrowthHow two years of Slack comments and DMs evolved into New Zealand’s newest marketing festival — and why feedback loops build stronger brands.Behind the Scenes of Marketers DayFrom panel curation to sponsor wrangling, learn what it really takes to pull off an inaugural industry event that doesn’t just “talk marketing” but feels it.The Power of Authentic CommunityWhy TMC grew from 30 coffee-meet-ups to thousands of marketers across NZ & Australia — and what brands can learn from genuine connection.Funding and Fearless DecisionsThe unvarnished truth about self-funding, ticket pricing, and choosing people over profit when building something that matters.Lessons in Inclusivity and ChemistryThe delicate balance of curating panels that feel human, diverse, and unscripted — where real opinions replace corporate fluff.Bonus NuggetsBen’s emotional couch-buying saga and Steph’s hydroponic strawberry field trip The infamous TMC goody bag — a tote so heavy attendees complained, yet so good Ben still raves about the serum.Why Rocket Spark only discovered TMC through a podcast, proving no one knows your brand as well as you think.Chanel's “$3.50 spring-roll moment” — when event catering literally hit the bottom line.Chanel’s candid advice: “If you’re building community for clout, don’t.”Why Listen? Steph, Ben, and Chanel pull back the curtain on what it takes to rally a marketing nation, the lessons behind launching Marketers Day, and how vulnerability became TMC’s secret growth engine. Whether you’re a brand leader, event planner, or marketer craving purpose, this one will have you rethinking what “building an audience” really means.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

When was the last time a bank ad made you smile, or even think twice before spending? In this episode of Canned, hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) sit down with Allie and Georgia from Westpac New Zealand to unpack how a bank known for caution turned heads with scarily creative campaigns. From hangover drinks to haunted houses, this episode proves finance marketing doesn’t have to be boring.💡 What You’ll Learn in This Episode• Turning Financial Education into EntertainmentHow Westpac’s marketing team made topics like credit cards and spending habits engaging for Gen Z.• The Power of “Edutainment” in BankingWhy blending financial literacy with humour and creativity builds long-term brand consideration.• Behind the Scenes of “Avoid a Black Friday Hangover”Inside the TikTok-led campaign that encouraged smart spending — not just more spending.• Creating the “House of Credit Card Horrors”How Westpac transformed credit anxiety into a spooky, shareable experience — complete with live actors and jump scares.• Building Trust with a Risk-Averse BrandNavigating stakeholder nerves, risk appetites, and creative sign-offs inside a big bank.• Measuring the Impact of Creative CourageHow the team linked impressions, engagement, and education metrics to real business outcomes.• The Role of Agencies in Bold IdeasHow collaboration between Saatchi & Saatchi, Spur, and Westpac’s team brought cinematic creativity to banking.💬 Bonus Nuggets🧠 Brain fuel, not booze: The team literally brewed a “spending clarity” drink with Kiwi brand Ārepa.🎭 Spookers came to play — professional scare actors helped bring the “House of Credit Card Horrors” to life.📱 The campaigns found Gen Z where they live: TikTok, YouTube, and TVNZ OnDemand.💬 The phrase “financial hangover” landed hard — tested insights showed it resonated across age groups.🏆 Expect to see these campaigns on next year’s award circuit.🎧 Why Listen?If you think banking marketing is all interest rates and fine print, this episode will change your mind. Banking Gets Brave is a masterclass in turning dry financial topics into relatable, culture-driven storytelling. Whether you’re in finance, B2B, or just want to see how bold creative thinking can thrive in a conservative industry, you’ll walk away inspired (and maybe a little scared) to push your next idea further.🕒 Chapters00:00 – Welcome to CannedBen and Steph introduce the episode and guests from Westpac NZ.01:00 – Meet Allie & GeorgiaHow they collaborate across propositions, campaigns, and creative execution.02:30 – The Birth of “Avoid a Black Friday Hangover”Identifying a Gen Z opportunity in financial wellbeing and impulse spending.05:00 – TikTok Meets Financial LiteracyWhy Westpac chose social-first storytelling to educate without preaching.09:30 – From Screens to StoresPartnering with Ārepa and MediaWorks for a real-world activation.12:00 – Balancing Creativity and ComplianceHow the team won internal support for an education-led campaign.18:00 – Enter the “House of Credit Card Horrors”Transforming credit fear into an immersive, horror-inspired experience.23:00 – Inside the Haunted ActivationSpookers, Spur, and how to run a safe, scary live event.28:00 – Amplifying the ExperienceSocial sharing, earned media, and turning an activation into content gold.33:00 – What the Data RevealedSurprising insights into Gen Z credit behaviour and what they learned.36:00 – Final ThoughtsThe case for creative bravery in banking — and a hint at awards to come.38:00 – Ben & Steph Wrap UpReflections, favourite banks, and a teaser for next week’s episode on TMC Marketers Day.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Recorded live at South by Southwest Sydney, hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) take the Canned the Marketing podcast to the stage for the first time. Joined by Alex Holden (EVT Group GM, Brand & Customer) and Matt Meffan (Aether AI), they debate the future of marketing, where does AI help, where does it hurt, and why the human element still matters most.AI Adoption vs. Human AdvantageHow leading brands like EVT are embracing AI tools without losing their human touch.From Efficiency to EmpathyWhy marketers must balance automation with emotion to build trust and connection.Synthetic Data: Hype or Help?When AI-generated data might replace research… and when it absolutely shouldn’t.Where AI Stops, Humans StartWhy storytelling, creativity, and judgment remain irreplaceable marketing skills.The Real-World PushbackHow customers’ desire for real, tangible experiences is reshaping brand strategy post-AI boom.Bonus NuggetsChatGPT’s new human-centred ad campaign - proof that even AI markets with emotion.A 92-year-old’s holiday planned by ChatGPT (and approved by her granddaughter).The surprising statistic linking 92 % of U.S. GDP growth this year to AI-adjacent firms.Why “lazy AI” work is already being punished by audiences - and what to do instead.The Opera House “deepfake” experiment that fooled half of LinkedIn.Why Listen?This lively SXSW special captures the tension and excitement marketers are feeling right now. It’s smart, grounded, and funny, where optimism for AI meets the realism of seasoned marketers who’ve seen hype cycles before. If you’ve ever wondered where the line is between AI efficiency and human creativity, this episode gives you the frameworks (and the laughs) to find it.   www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

What makes packaging more than just a box? In this episode, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) unpack the power of packaging as a strategic marketing tool. From Louis Vuitton to Telegraph Hill, they explore how design, psychology, and sustainability all influence what we buy - and how great packaging can become a brand’s most valuable asset.What You’ll Learn in This EpisodeWhy Packaging Is Marketing, Not Just Design Steph and Ben break down how packaging drives brand recognition, positioning, and customer loyalty, especially at the shelf.How Distinctive Assets Are Built Through Form and Colour From Tiffany blue to Toblerone triangles, discover why shape and colour consistency matter as much as your logo.The Psychology Behind Premium vs. Value Cues How subtle design decisions like fonts, finishes, and materials can signal luxury, value, or everyday practicality to consumers.When Simplicity Becomes the New Luxury Why the modern premium aesthetic has shifted from ornate to minimal, and what that means for brand differentiation.Packaging in the Wild: Retail vs. E-Commerce How in-store cues differ from online presentation, and why the unboxing experience has become part of the marketing mix.The Sustainability Paradox Can brands balance beauty, functionality, and environmental responsibility, or are we still stuck in the “greenwashed” zone?The Business of Costing and Design Hierarchy Inside the marketer’s toolkit for balancing design ambition with margin realities and why hierarchy matters on a crowded shelf.Bonus NuggetsBen’s candle obsession and the Ponsonby shelf art test for premium design.The unboxing craze — and how Labubu and Apple changed how we think about product reveals.Why Pals pastel cans redefined an entire RTD category in New Zealand.Why Listen?If you’ve ever wondered why people keep perfume boxes or display Louis Vuitton ribbons, this episode will change how you see packaging forever. Steph and Ben dive deep into the art and economics of design - where aesthetics meet strategy and every label, box, and bottle tells a brand story. Whether you’re a marketer, founder, or just someone who loves beautiful things, you’ll walk away seeing packaging as your brand’s silent salesperson.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Steph’s bruised from a spa mishap, Ben’s beard is thriving, and together we’re diving into one of marketing’s most overlooked weapons: print.From junk mail raids and luxury packaging to phygital QR hacks and Hell Pizza hydroponic billboards, this episode smashes the myth that print is yesterday’s news. We get into:Print’s Comeback – Why mailers, street posters, and in-flight mags cut through in ways digital just can’t.Sustainability Myths – Is print really less green than AI prompts and server farms? (Spoiler: not always).Luxury Cues – From Tiffany boxes to Apple unboxings, how packaging and embossing create brand desire.Phygital WTF? – How QR codes, AR, and personalization are blending the physical with the digital.Award-winning Stunts – Behind the scenes of Hell Pizza’s Doobious hydroponic billboard and why creative OOH still wins attention.Gen Z & Digital Fatigue – Why even the youngest audiences are craving something tactile.Plus, we swap horror stories of folding pamphlets for peanuts, confess to junk mail theft , and debate the line between smart merch and branded landfill.If you’ve ever written off print as “old school,” this ep will flip your thinking.👉 Next week we’re unpacking packaging – from blind boxes to Tiffany’s blue box obsession. Don’t miss it.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Strap in, marketers. This week, Ben van Rooy (Human Digital) and Stephanie Quantrill (Cue Marketing) take you behind the closed doors of the C-suite to unpack the most misunderstood, and arguably most exciting, role in business: the Chief Marketing Officer.From career pathways to power plays, bold calls to boardroom politics, this episode is your masterclass in what it takes to thrive as a CMO.What You’ll Learn in This EpisodeThe CMO’s Seat at the Table: Why being in the exec team (not just near it) is non-negotiable.Career Moves That Count: Why sideways steps into sales, ops, or finance can turbocharge your marketing career.Customer at the Core: How top CMOs embody the voice of the customer – and bring it right into the boardroom.Bold Calls & Risky Business: Why great CMOs aren’t afraid to pivot, back themselves, and sometimes crash spectacularly.Power Dynamics: The real truth about managing your CEO, befriending your CFO, and building a leadership team that trusts you.Tenure & Turnover: Why some CMOs thrive for decades while others bounce every 3 years.Pro Tips for Aspiring CMOs: From reading a P&L to balancing brand vs. performance, Ben and Steph drop the wisdom you need to step up.Bonus NuggetsHubSpot Connect highlights – and why cutting the clutter matters.The rise of AI in marketing (and why it’s harder than YouTube makes it look).Ads on your fridge? Samsung thinks so.SXSW Sydney preview + Mo Gawdat’s vision of AI dystopia vs. utopia.Cannes Lions 2026 early hype.Why Listen?Because if you want to move from “colouring in” to being the growth engine of the business, this is the roadmap. No fluff. No fencesitting. Just the raw truth about what it takes to be a kick-ass CMO.Chapters 00:00 Weekend Highlights: World of Wearable Arts02:56 Insights from HubSpot Connect06:08 Innovative Business Models and Leadership08:49 The Future of Advertising: Smart Fridges11:57 Excitement for South by Southwest14:48 The Role of the Chief Marketing Officer17:50 Defining the CMO's Responsibilities and Challenges23:20 The Role of a CMO: Balancing Business Acumen and Customer Focus27:42 Leadership Challenges: Risk, Trust, and Decision-Making30:09 Transitioning to CMO: From Execution to Influence33:49 Navigating Relationships: The Importance of Cross-Functional Trust36:47 The Tension of Marketing Goals vs. Business Objectives39:45 CMO Tenure: Fresh Perspectives vs. Long-Term Impact Got feedback? Email us: Ben Van Rooy - [email protected] Quantrill [email protected] Website: www.cannedmarketing.com Instagram: @cannedmarketing www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

In this episode, Ben van Rooy and Stephanie Quantrill explore the various structures of marketing teams within organisations, discussing the pros and cons of agency versus in-house setups.They delve into the importance of aligning marketing teams with business goals and the challenges of maintaining brand consistency while allowing for local market adaptations.The conversation also touches on the dynamics between marketing and sales, the role of leadership in supporting marketing efforts, and the need for creativity and data-driven decision-making in marketing.  We love hearing feedback so get in touch with us at:Ben Van Rooy: [email protected] Stephanie Quantrill: [email protected] Find us on:Linkedin: https://www.linkedin.com/company/cannedmarketing Instagram: @cannedmarketing www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

This week Steph and Ben dive deep into the biggest night on New Zealand’s marketing calendar – the YouTube NZ Marketing Awards. From standout campaigns like Vogel’s brand acts and the bold work from the NZ Herpes Foundation, to Spark’s Supreme win, they unpack what made the winners shine and why these awards matter for the industry.You’ll also hear:Behind-the-scenes stories on what it really takes to enter (and survive) the awards processHow judging works and why the process is more rigorous than many thinkThe tension between B2C and B2B categories – and whether B2B gets enough recognitionA candid take on the cost of attending and who really benefitsWhy consistency (hello Stickman) can sometimes be the bravest marketing strategy of allPacked with anecdotes, insights, and a little controversy, this episode is your all-access pass to the night that celebrates the best in New Zealand marketing.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

SummaryIn this episode, hosts Benn and Steph discuss a pizza launch at Hell Pizza and insights from recent marketing events focused on AI. They touch on cultural moments like Taylor Swift's engagement, the pitfalls of AI in advertising, and the rise of Spotify and YouTube in the podcasting space. The conversation shifts to the addictive nature of Labubu toys and the critical role of research in marketing strategies. They explore various research methods, the importance of customer feedback, and the integration of AI in marketing research, concluding with a reminder to prioritise research for successful marketing outcomes.TakeawaysResearch is essential for making data-driven decisions.AI is evolving, but authenticity in branding is crucial.Cultural moments can significantly impact marketing strategies.Brands must be cautious when using AI in advertising.Spotify and YouTube are now the leading platforms for podcasts.Labooboo toys highlight trends in consumer behaviour.Effective research can save businesses from costly mistakes.Engaging with customers directly provides valuable insights.Utilising AI can enhance research, but it should be fact-checked.Continuous research is vital for adapting to market changes.TitlesWeekend Catch-Up: Personal Updates and Marketing InsightsAI in Marketing: Key Takeaways from Recent EventsSound bites"Brands getting in trouble for using AI.""Labooboo is unlikely to have longevity."Chapters00:00 Weekend Catch-Up and Personal Updates03:00 AI in Marketing: Insights from Recent Events05:52 Cultural Moments: Taylor Swift and Travis Kelsey08:57 AI Missteps: J.Crew's Advertising Blunder09:57 Podcasting Trends: Spotify and YouTube Overtake Apple10:56 Labooboo: The Addictive Collectible Phenomenon14:54 The Importance of Research in Marketing20:06 Qualitative vs Quantitative Research: Understanding the Differences21:30 The Importance of Testing in Marketing24:44 Innovative Research Tools and Techniques30:35 Customer-Centric Approaches to Research35:45 DIY Research Methods and Resources39:25 The Role of AI and Synthetic Data in Marketing43:43 Integrating Research into Marketing Strategies Keywordsmarketing, AI, research, cultural moments, podcasting, consumer insights, branding, Labooboo, Hell Pizza, Taylor Swiftwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

In this episode, Steph and Ben discuss their personal experiences in the marketing field, exploring various career paths, dream jobs, and the importance of networking.  They delve into the differences between agency and in-house marketing roles, the role of recruiters, and the significance of mentorship.  Key takeawaysDream jobs in marketing can vary greatly.The importance of both networking and mentorship for a great career in marketing.How to harness the power of Linkedin.How to find the path that is right for YOUChapters00:00 Introduction and Exciting Plans03:02 Work Updates and Marketing Workshops05:59 Diverse Career Paths in Marketing09:08 Dream Jobs and Career Highlights11:56 Exploring Marketing Pathways14:57 In-House vs Agency Marketing17:56 Finding the Right Fit in Marketing Careers20:57 Leadership and Career Decisions22:48 Navigating Career Stages and Challenges24:24 The Agency Experience: Pros and Cons26:28 Freelancing and Consulting: A Flexible Path27:58 Finding the Right Work Environment31:09 The Role of Recruiters in Career Development36:12 Networking: Building Relationships for Success39:14 The Importance of Mentorship41:29 Preparing for Your Next Career Move Links:What Colour is Your Parachute?www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

In this episode, Steph and Ben explore the evolving role of events in modern marketing. From media fragmentation and AI breakthroughs like ChatGPT-5 to practical event strategies, they discuss how marketers can better connect with audiences and maximise engagement.They share lessons from both B2B and B2C contexts, including unexpected wins like a cheese brand at a boat show, and emphasise why audience context, face-to-face interactions, and post-event follow-up are critical to success.The conversation also features insights from Spark Accelerate, with guest Daz Martin offering a behind-the-scenes look at how owned events can shift brand perception, leverage technology, and create lasting value through content repurposing and KPIs.The episode wraps up with a preview of what’s next: career opportunities and pathways for marketers navigating today’s fast-changing landscape.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

SummaryIn this episode, Ben and Stephanie discuss the evolving landscape of marketing with a focus on AI's impact. They explore social media bans, controversial marketing campaigns, and the role of AI in content creation and search. The conversation highlights practical applications of AI, insights from Procter & Gamble's research, and the future of marketing in a world increasingly influenced by AI agents.TakeawaysAI is becoming ubiquitous in marketing and business.Social media bans are being considered in various countries.Controversial ads can reignite brand conversations.AI can serve as a valuable assistant in marketing tasks.Content creation is being transformed by AI tools.Deep content is essential for effective AI search.Procter & Gamble's research shows AI can enhance efficiency.Organisations must navigate AI policies carefully.AI agents may change the way we shop and interact with brands.The future of marketing will involve adapting to AI advancements.Sound bites"AI is everywhere, it's part of work.""AI isn't coming, it's already here.""The internet is turning into a slop."Chapters00:00 Friday Vibes and Weekend Plans02:04 Social Media Bans and Their Implications05:01 Controversial Marketing Campaigns08:11 The Rise of AI in Marketing14:03 AI's Impact on Content Creation19:45 AI in Search and Brand Discovery30:33 The Evolution of AI and SEO33:43 The Future of Search: Voice and Image37:08 Understanding AI Agents40:11 The Role of AI in Marketing43:36 Embracing AI in Business KeywordsAI, marketing, social media, content creation, Procter & Gamble, search, digital marketing, technology, advertising, innovationwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

In this episode of Canned - the Marketing Podcast, hosts Ben van Rooy and Steph Quantrill discuss the challenges and strategies in marketing, particularly focusing on what to do when faced with budget cuts. They explore the importance of creativity, the impact of celebrity endorsements, and the necessity of building strong relationships with customers and partners.  TakeawaysBudget cuts are a common challenge in marketing.Scarcity can drive consumer interest and engagement.Celebrity endorsements can turn a negative situation into a positive PR opportunity.Marketers should be proactive in managing budgets and expectations.Building relationships with customers is crucial for long-term success.User-generated content can be a cost-effective marketing strategy.Data analytics is essential for demonstrating marketing effectiveness.Maintaining visibility in the market is important during budget cuts.Understanding your audience is key to effective marketing.www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

Join Ben and Steph as we cover the latest genius PR stories, cap off our week and dive into the latest news in Marketing. We break down what it really takes to win a Cannes Lion - with insights straight from the jury room. www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin

In this first ever episode of Canned, the Marketing Podcast, co hosts Ben Van Rooy from B2B agency Human Digital and Stephanie Quantrill, FMCG consultant and founder of Cue Marketing, unpack what it really took to self fund their trip from New Zealand to the Cannes Lions Festival. They were two of roughly 28 Kiwis on the ground, not on agency budgets, breaking down tickets, flights, apartments, baguettes and blisters. More importantly, they explore why the real ROI of Cannes sits in connections, creator conversations and the kind of world class work that makes you want to fight harder for better marketing.What You’ll Learn in This EpisodeHow to decide if funding Cannes yourself is worth it for your career and brand budgetHow to break down the true Cannes cost stack from tickets and flights to accommodation and on the ground spendWhy the real value of Cannes comes from global connections, terrace chats and unexpected yacht invites rather than just the mainstage talksWhy the creator economy and the Poppi x Alix Earle story are reshaping brand building and what that could mean for New Zealand and Australian marketersHow Cannes awards, odds and ethics reveal what brave creative really looks like and why it matters for the work you sign offBonus NuggetsHow to survive Cannes on intermittent fasting, baguettes, free coffee and terrace rosé while still feeling part of the VIP sceneWhy mid day swims, ditching the laptop and last minute Zara runs might be your smartest festival strategyHow a failed swim to Spotify Beach and an over the top closing party expose the reality behind Cannes FOMO and securityIf you are a mid to senior brand marketer in New Zealand or Australia wondering whether Cannes belongs in your budget and career plan, listen in and decide how the creativity, connections and cost could play out in your own world.Resources mentionedCannes Lions International Festival of Creativity – https://www.canneslions.comLinkedIn House and LinkedIn Rooftop – https://business.linkedin.com/marketing-solutionsTikTok experiences for marketers and creators – https://www.tiktok.com/businessDigital Day Out, Marketing Association NZ – https://www.marketing.org.nz Motion Sickness (NZ creative agency) – https://www.motionsickness.co.nzPoppi – https://www.drinkpoppi.comPepsiCo – https://www.pepsico.comConnect with usBen van Rooy – Co host, founder of Human Digital LinkedIn: https://www.linkedin.com/in/benvanrooy/Stephanie Quantrill – Co host, FMCG and brand strategist, founder of Cue Marketing LinkedIn: https://www.linkedin.com/in/stephanie-quantrill/Explore more from CannedCanned the Marketing Podcast – https://www.cannedmarketing.comCue Marketing – https://www.cuemarketing.co.nzHuwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin