93. Marketing for Turbulent Times - Kantar and the Australian Marketing Landscape

Season 4 Episode 93

Marketing in 2025 is being shaped by what some experts call a 'polycrisis' - disruption layered upon disruption. From global conflicts to inflation to AI-driven job shifts, the market conditions facing both brands and consumers are becoming more complex and unpredictable. For marketers, the challenge isn’t just keeping up; it’s finding ways to cut through the noise and still build for the long term.

In this episode of Smarter Marketer, Host James Lawrence (Co-Founder, Rocket Agency) speaks with Dan Robertson-Jones (Partner, Kantar) about the findings from Kantar’s recent report on marketing effectiveness in Australia. They discuss the pressures driving short-term thinking, the impact of brand erosion, why creative quality matters more than most marketers realise and how consumer behaviour is changing as 'sameness' floods the markets.

Whether you’re a CMO navigating budget scrutiny or a marketer trying to align brand and performance, this conversation offers a clear-eyed view of where marketing is heading and how to adapt.

Key Takeaways:

Why Australian marketers are facing mounting pressure to prove short-term ROI
The risks of over-indexing on performance marketing
How consumers are reshaping brand relationships as economies face stress from the polycrisis
The drop in meaningfully different brands over the past decade, and what’s driving it
How the “sea of sameness” in creative is eroding the effectiveness of marketing
Why cultural relevance is key to standing out
Why consistency across touchpoints is harder now, and how measurement systems can bridge short and long-term goals
The importance of boldness and foresight for growth in a volatile market

Read the report here: Marketing Effectiveness Hub

Guest:

Dan Robertson-Jones is a Partner at Kantar, one of the world’s leading marketing data and analytics companies. With over two decades of experience in strategic marketing research, Dan helps brands navigate disruption and decode shifting consumer behaviour.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.