1 00:00:04,050 --> 00:00:07,110 Sean Aylmer: Welcome to the Fear & Greed daily interview. I'm Sean Aylmer. 2 00:00:07,380 --> 00:00:10,530 Sean Aylmer: When you think of Australia's most recognisable brands, a few 3 00:00:10,530 --> 00:00:14,910 Sean Aylmer: household names come to mind. Qantas, Woolworths, maybe Bunnings even. 4 00:00:15,509 --> 00:00:19,020 Sean Aylmer: And of course, Telstra. The telco is the country's most 5 00:00:19,109 --> 00:00:23,160 Sean Aylmer: widely held stock with well over a million shareholders, and 6 00:00:23,160 --> 00:00:25,738 Sean Aylmer: those shareholders would've been happy lately with the share price 7 00:00:25,739 --> 00:00:29,309 Sean Aylmer: hitting its highest point in years. Investors like the fact 8 00:00:29,309 --> 00:00:32,070 Sean Aylmer: that the rollout and integration of the National Broadband Network 9 00:00:32,070 --> 00:00:36,089 Sean Aylmer: is now complete, Telstra isn't struggling against that structural headwind. 10 00:00:36,389 --> 00:00:39,150 Sean Aylmer: So as the telco enters this new era, what are 11 00:00:39,150 --> 00:00:41,220 Sean Aylmer: its priorities and how does it convey these to the 12 00:00:41,220 --> 00:00:45,450 Sean Aylmer: shareholders and the Australian public more broadly? Brent Smart is 13 00:00:45,450 --> 00:00:49,020 Sean Aylmer: the Chief Marketing Officer at Telstra. Brent, welcome to Fear & Greed. 14 00:00:49,290 --> 00:00:50,460 Brent Smart: Hi guys. Thanks for having me. 15 00:00:51,030 --> 00:00:54,389 Sean Aylmer: So you took the job on last September. This has 16 00:00:54,389 --> 00:00:57,060 Sean Aylmer: to be one of the biggest jobs in marketing, surely, Telstra? 17 00:00:57,870 --> 00:01:01,319 Brent Smart: Yes, it's fairly large. It's a big brand. It's a 18 00:01:01,560 --> 00:01:05,039 Brent Smart: big business, and it's a big marketing team, and there are lots 19 00:01:05,039 --> 00:01:08,038 Brent Smart: of opportunities. I always say it's a big creative canvas. 20 00:01:08,280 --> 00:01:11,010 Brent Smart: There's just so many opportunities to do interesting things with 21 00:01:11,010 --> 00:01:13,470 Brent Smart: the brand. So yeah, it's exciting to be on board. 22 00:01:13,980 --> 00:01:16,890 Sean Aylmer: How do you get your head around all the different aspects 23 00:01:17,010 --> 00:01:22,319 Sean Aylmer: of the company and then prioritise where it might be spend, 24 00:01:22,319 --> 00:01:24,809 Sean Aylmer: it might be resourcing, that type of thing comes from? 25 00:01:25,469 --> 00:01:28,740 Brent Smart: Yeah, it's definitely, you need to understand the category and 26 00:01:28,740 --> 00:01:32,039 Brent Smart: the business, and frankly, the acronyms. There's plenty of them 27 00:01:32,069 --> 00:01:35,970 Brent Smart: in telcos, but ultimately as a marketer, you are always 28 00:01:35,970 --> 00:01:39,270 Brent Smart: trying to find a simple way of communicating things to 29 00:01:39,270 --> 00:01:42,269 Brent Smart: the consumer. So that's always part of your process. How 30 00:01:42,270 --> 00:01:44,610 Brent Smart: can I reduce this down? How can I find the 31 00:01:44,969 --> 00:01:47,579 Brent Smart: insight here? How can I find a simple idea that 32 00:01:47,580 --> 00:01:52,050 Brent Smart: really communicates? Because we're all going about our busy lives, 33 00:01:52,050 --> 00:01:54,150 Brent Smart: and the first job is how do I get someone's 34 00:01:54,150 --> 00:01:56,849 Brent Smart: attention? And then the second job becomes, how do I 35 00:01:56,849 --> 00:01:58,799 Brent Smart: explain this to them? How do I convince them? But 36 00:01:58,800 --> 00:02:01,319 Brent Smart: that's a second job. The first job is got to 37 00:02:01,320 --> 00:02:03,929 Brent Smart: get their attention and got to get them to remember 38 00:02:03,929 --> 00:02:05,940 Brent Smart: something, so ultimately you've got to find a way to 39 00:02:05,940 --> 00:02:06,751 Brent Smart: really simplify it. 40 00:02:06,751 --> 00:02:10,380 Sean Aylmer: Okay. Now I'm not a marketer in any sense whatsoever. 41 00:02:10,560 --> 00:02:13,230 Sean Aylmer: So you're talking about brand recognition, is that first step. 42 00:02:13,230 --> 00:02:15,540 Sean Aylmer: So everyone would know Telstra, the brand, not everyone, but 43 00:02:15,809 --> 00:02:18,689 Sean Aylmer: 99% of the population would know Telstra the brand. How 44 00:02:18,690 --> 00:02:20,399 Sean Aylmer: do you get them to act on it? 45 00:02:21,089 --> 00:02:23,160 Brent Smart: Yeah, well, there's been a lot of, we call it 46 00:02:23,160 --> 00:02:27,630 Brent Smart: marketing science that's happened over the years. And what's really 47 00:02:27,630 --> 00:02:31,139 Brent Smart: important for any brand is this concept of mental availability. 48 00:02:31,139 --> 00:02:33,750 Brent Smart: So what that means is when I think of a 49 00:02:33,750 --> 00:02:37,349 Brent Smart: certain category or product, I think of your brand first. 50 00:02:37,650 --> 00:02:40,288 Brent Smart: So you might have really good awareness, but it's how 51 00:02:40,288 --> 00:02:42,299 Brent Smart: you convert that awareness to something stronger, which is, as 52 00:02:42,299 --> 00:02:44,820 Brent Smart: I said, this idea, mental availability. And that's about creating 53 00:02:45,120 --> 00:02:49,350 Brent Smart: positive memories. It's about creating emotional connection, all things that 54 00:02:49,350 --> 00:02:51,210 Brent Smart: sort of happen in the subconscious that we don't really 55 00:02:51,210 --> 00:02:54,360 Brent Smart: think about rationally. But then when we actually do come 56 00:02:54,360 --> 00:02:57,059 Brent Smart: to a purchase situation, we're able to draw on those 57 00:02:57,059 --> 00:03:00,150 Brent Smart: memories and draw on those emotional feelings towards the brand. 58 00:03:00,150 --> 00:03:02,730 Brent Smart: And it does influence us in a big way. It's 59 00:03:02,730 --> 00:03:04,680 Brent Smart: just happening in th subconscious. And what we tend to do 60 00:03:04,680 --> 00:03:08,219 Brent Smart: as consumers is we tend to rationalise those purchases and 61 00:03:08,220 --> 00:03:10,500 Brent Smart: make it feel like a much more rational process than 62 00:03:10,500 --> 00:03:13,710 Brent Smart: it really is. So the power of memories, the power 63 00:03:13,710 --> 00:03:16,770 Brent Smart: of emotions, it sounds a bit flaky, but it's actually 64 00:03:16,770 --> 00:03:18,328 Brent Smart: incredibly powerful for brands. 65 00:03:18,960 --> 00:03:20,550 Sean Aylmer: One of the taglines I think was one of your 66 00:03:20,550 --> 00:03:25,079 Sean Aylmer: first commercials that you released as CMO was the "Secured by Telstra" line. 67 00:03:25,200 --> 00:03:28,710 Sean Aylmer: That's all about cybersecurity and the need to protect that, 68 00:03:28,770 --> 00:03:30,090 Sean Aylmer: that's an example, I presume. 69 00:03:30,719 --> 00:03:33,450 Brent Smart: Yeah, and I think what's interesting with that commercial... Yes, 70 00:03:33,450 --> 00:03:36,510 Brent Smart: that was my first commercial at Telstra, so that was a 71 00:03:36,510 --> 00:03:39,600 Brent Smart: pretty big deal for me, but what I think is interesting about that one is 72 00:03:39,600 --> 00:03:43,320 Brent Smart: we found a metaphor to talk about cybersecurity. And it 73 00:03:43,320 --> 00:03:45,240 Brent Smart: comes back to the point I made earlier that we're looking 74 00:03:45,240 --> 00:03:49,230 Brent Smart: for simple visual, powerful ways to kind of talk about 75 00:03:49,500 --> 00:03:52,440 Brent Smart: what can be pretty complicated topics like cybersecurity. So we 76 00:03:52,440 --> 00:03:57,870 Brent Smart: came up with that metaphor of this sort of security convoy, Humvees, SUVs, 77 00:03:57,870 --> 00:04:03,330 Brent Smart: even helicopters, all protecting not a presidential cavalcade like you 78 00:04:03,330 --> 00:04:06,840 Brent Smart: might expect, but protecting just your average family. SUV being 79 00:04:06,840 --> 00:04:10,889 Brent Smart: the metaphor for how much effort, how much investment, and 80 00:04:10,889 --> 00:04:14,250 Brent Smart: how much technology Telstra puts into protecting its customers. And it was 81 00:04:14,340 --> 00:04:16,440 Brent Smart: something that really impressed me when I joined the company. 82 00:04:16,440 --> 00:04:19,380 Brent Smart: It's something we take very seriously and just really wanted 83 00:04:19,380 --> 00:04:21,809 Brent Smart: to come up with a way to communicate that that 84 00:04:21,809 --> 00:04:25,919 Brent Smart: was really powerful. But ultimately, when you are talking about 85 00:04:25,920 --> 00:04:29,369 Brent Smart: a topic like cybersecurity, it's really important that the customer 86 00:04:29,369 --> 00:04:32,370 Brent Smart: understands that they also have to do some work themselves 87 00:04:32,370 --> 00:04:35,430 Brent Smart: to be protected. We can't protect everyone. They also need 88 00:04:35,430 --> 00:04:37,380 Brent Smart: to do a little bit of work in terms of 89 00:04:37,500 --> 00:04:39,510 Brent Smart: thinking about their passwords, thinking about how they can protect 90 00:04:39,510 --> 00:04:42,539 Brent Smart: themselves as well. So it's really about starting at conversations, 91 00:04:42,540 --> 00:04:46,260 Brent Smart: getting some awareness going, and ultimately getting people to take 92 00:04:46,260 --> 00:04:47,999 Brent Smart: the steps they need to be more protected. 93 00:04:48,839 --> 00:04:50,760 Sean Aylmer: Stay with me, Brent. We'll be back in a minute. 94 00:04:56,460 --> 00:04:59,460 Sean Aylmer: My guest this morning is Brent Smart, Chief Marketing Officer 95 00:04:59,520 --> 00:05:03,660 Sean Aylmer: at Telstra. When you have a big ship like Telstra, 96 00:05:03,660 --> 00:05:06,839 Sean Aylmer: and particularly one that has been through enormous change, structural 97 00:05:06,839 --> 00:05:09,900 Sean Aylmer: change in terms of your former CEO, what he did 98 00:05:09,900 --> 00:05:13,170 Sean Aylmer: around jobs and things like that, the NBN rollout, which 99 00:05:13,170 --> 00:05:16,469 Sean Aylmer: is now complete, is it difficult to change the world's 100 00:05:16,469 --> 00:05:19,349 Sean Aylmer: view of Telstra though? Because right now you probably do 101 00:05:19,349 --> 00:05:23,249 Sean Aylmer: well, according to investment analysts, you have some clear air 102 00:05:23,250 --> 00:05:25,800 Sean Aylmer: in front, hopefully for the company and hopefully for shareholders 103 00:05:25,800 --> 00:05:29,130 Sean Aylmer: that's the case. Is it hard though to change people's perception? 104 00:05:29,760 --> 00:05:33,990 Brent Smart: It definitely means you have some entrenched perceptions because Telstra's 105 00:05:33,990 --> 00:05:38,070 Brent Smart: been around for a long time. Telstra has had many 106 00:05:38,130 --> 00:05:41,339 Brent Smart: customers who are now non- customers because for different reasons 107 00:05:41,339 --> 00:05:44,940 Brent Smart: they've left or whatever. So there are quite strong entrenched 108 00:05:44,940 --> 00:05:47,430 Brent Smart: perceptions of the brand, which are harder to move than say, 109 00:05:47,430 --> 00:05:51,089 Brent Smart: a new brand, which doesn't have any perceptions whatsoever. But 110 00:05:51,089 --> 00:05:55,440 Brent Smart: the flip side is there's an enormous advantage to being big. 111 00:05:55,589 --> 00:05:58,859 Brent Smart: So again, drawing on marketing science and some of the 112 00:05:58,859 --> 00:06:01,380 Brent Smart: research that's been done, if you look at what is 113 00:06:01,380 --> 00:06:05,760 Brent Smart: the biggest multiplier of ROI in marketing, it's the size 114 00:06:05,760 --> 00:06:07,920 Brent Smart: of the brand. It just gives you such an advantage 115 00:06:07,920 --> 00:06:11,520 Brent Smart: in terms of being remembered, in terms of being trusted. 116 00:06:11,700 --> 00:06:13,799 Brent Smart: Brand size is massive, so as I said there's a big 117 00:06:13,799 --> 00:06:16,649 Brent Smart: advantage in being sort of big and established. But there's 118 00:06:16,650 --> 00:06:19,049 Brent Smart: also that downside that you also have a bunch of 119 00:06:19,050 --> 00:06:22,320 Brent Smart: really entrenched views a lot of people have made up their minds about 120 00:06:22,320 --> 00:06:25,620 Brent Smart: your brand, and that is definitely hard to move, but 121 00:06:25,920 --> 00:06:28,170 Brent Smart: it's something that we're working on and we want to 122 00:06:28,170 --> 00:06:30,959 Brent Smart: have a very strong brand reputation at Telstra. We want 123 00:06:30,960 --> 00:06:33,029 Brent Smart: to be one of the top brands in the country 124 00:06:33,029 --> 00:06:34,919 Brent Smart: when it comes to brand reputation. That's something we're working 125 00:06:34,920 --> 00:06:36,570 Brent Smart: really hard on at the moment. 126 00:06:37,110 --> 00:06:39,000 Sean Aylmer: How do you work out where to spend your money? 127 00:06:39,000 --> 00:06:41,820 Sean Aylmer: And I know that's kind of very complex question, but 128 00:06:41,820 --> 00:06:46,320 Sean Aylmer: for our listeners, given the shift in consumption and how 129 00:06:46,320 --> 00:06:50,998 Sean Aylmer: people view things, see things, consume media, et cetera, how 130 00:06:51,000 --> 00:06:51,928 Sean Aylmer: do you work all that out? 131 00:06:52,589 --> 00:06:56,279 Brent Smart: Yeah, well look, it is incredibly scientific. There's a lot 132 00:06:56,279 --> 00:06:58,440 Brent Smart: of data that goes into it, and we certainly rely 133 00:06:58,440 --> 00:07:01,109 Brent Smart: on our media agencies who are absolute experts in it. 134 00:07:01,170 --> 00:07:04,320 Brent Smart: But two real principles that I tend to think about, 135 00:07:04,320 --> 00:07:06,480 Brent Smart: the first one is you need to have a balance 136 00:07:06,480 --> 00:07:10,469 Brent Smart: between the long term marketing effects and the short term. 137 00:07:10,469 --> 00:07:12,240 Brent Smart: So the short term's pretty simple. If you're on the 138 00:07:12,300 --> 00:07:15,090 Brent Smart: market right now for a phone, we want to make 139 00:07:15,090 --> 00:07:17,130 Brent Smart: sure that we get a message in front of you 140 00:07:17,310 --> 00:07:21,059 Brent Smart: at the right time and increase the chances that we 141 00:07:21,059 --> 00:07:24,389 Brent Smart: will convert that demand that you have right now, right? 142 00:07:24,389 --> 00:07:27,419 Brent Smart: That's a short term marketing impact and that's super important. 143 00:07:27,420 --> 00:07:29,879 Brent Smart: But what you also need to think about is in 144 00:07:29,879 --> 00:07:33,360 Brent Smart: any category, but particularly a category like telcos, people aren't 145 00:07:33,360 --> 00:07:35,850 Brent Smart: shopping every single day for a new phone or for 146 00:07:35,850 --> 00:07:38,489 Brent Smart: a new home internet service. And what we want to 147 00:07:38,490 --> 00:07:41,610 Brent Smart: try and do to maximize the impact of our marketing 148 00:07:41,790 --> 00:07:44,880 Brent Smart: is also be doing some long- term marketing that builds 149 00:07:44,880 --> 00:07:48,210 Brent Smart: future demand. So in other words, people aren't in the 150 00:07:48,210 --> 00:07:50,100 Brent Smart: market today, but they're going to be in the market 151 00:07:50,100 --> 00:07:53,310 Brent Smart: sometime next month, three months, a year, who knows when. 152 00:07:53,580 --> 00:07:55,290 Brent Smart: And we want to be talking to them in a 153 00:07:55,290 --> 00:07:57,960 Brent Smart: way that our brand connects with them, and our brand 154 00:07:57,960 --> 00:07:59,639 Brent Smart: is more likely to be chosen by then when they 155 00:07:59,639 --> 00:08:01,799 Brent Smart: do get in market. And that's the real art of 156 00:08:01,799 --> 00:08:04,320 Brent Smart: budgeting and media planning is how do I get the 157 00:08:04,320 --> 00:08:07,920 Brent Smart: balance right between the short term immediate effects I want 158 00:08:07,920 --> 00:08:10,770 Brent Smart: to drive versus the longer term brand building which creates 159 00:08:10,770 --> 00:08:12,690 Brent Smart: that future demand and creates that long term growth. So 160 00:08:12,690 --> 00:08:14,969 Brent Smart: that's a first thing, getting the balance right between those. 161 00:08:15,240 --> 00:08:18,029 Brent Smart: And then the second challenge, as you rightly said in 162 00:08:18,030 --> 00:08:21,329 Brent Smart: the question, it's harder to buy reach than ever. People 163 00:08:21,330 --> 00:08:24,900 Brent Smart: are harder to reach. Media's really fragmented. So you really 164 00:08:24,900 --> 00:08:28,800 Brent Smart: need a screen strategy, which isn't just about television, but 165 00:08:28,800 --> 00:08:33,210 Brent Smart: it's about BVOD (Broadcaster Video on Demand), streaming, digital, all these other ways that 166 00:08:33,210 --> 00:08:35,578 Brent Smart: we can now reach the consumer. And you really need 167 00:08:35,580 --> 00:08:38,700 Brent Smart: to think about how you are building reach across multiple 168 00:08:38,700 --> 00:08:41,400 Brent Smart: screens because you can't just buy a TV ad like 169 00:08:41,400 --> 00:08:41,819 Brent Smart: you used to. 170 00:08:42,958 --> 00:08:47,370 Sean Aylmer: Is it easier or harder to reach people now than 171 00:08:47,370 --> 00:08:49,559 Sean Aylmer: 20 years ago based on what you just said then? 172 00:08:50,010 --> 00:08:54,389 Brent Smart: Harder. But it's also incredibly exciting because there are so 173 00:08:54,389 --> 00:08:57,598 Brent Smart: many new and different platforms and ways we can reach them. 174 00:08:57,599 --> 00:09:01,140 Brent Smart: So in terms of innovation, it's incredibly exciting and there's 175 00:09:01,140 --> 00:09:02,490 Brent Smart: all sorts of things we could do that we could 176 00:09:02,490 --> 00:09:05,040 Brent Smart: never do in the past. You also get an immediate 177 00:09:05,040 --> 00:09:06,809 Brent Smart: reaction when you do things now that you never used 178 00:09:06,809 --> 00:09:10,199 Brent Smart: to do in the past, but it's definitely harder. You can't just 179 00:09:10,200 --> 00:09:13,170 Brent Smart: buy a Sunday night TV spot and reach half the 180 00:09:13,170 --> 00:09:15,449 Brent Smart: population like you used to be able to. It is 181 00:09:15,450 --> 00:09:18,539 Brent Smart: harder to build that reach. But ultimately, my answer that 182 00:09:18,540 --> 00:09:20,640 Brent Smart: is always, this is why we need to be incredibly 183 00:09:20,640 --> 00:09:24,270 Brent Smart: creative because there's never been more content in the world. 184 00:09:24,600 --> 00:09:27,838 Brent Smart: And yet every single consumer that I ever hear talk 185 00:09:27,840 --> 00:09:30,809 Brent Smart: in a focus group says, "I've got no time." So 186 00:09:31,049 --> 00:09:34,109 Brent Smart: infinite content, no time. There's only a very small amount 187 00:09:34,109 --> 00:09:36,089 Brent Smart: of content that we spend our time with. And so 188 00:09:36,090 --> 00:09:38,580 Brent Smart: you want to be one of those pieces of content, 189 00:09:38,580 --> 00:09:41,550 Brent Smart: one of those ads, one of those brands that demands 190 00:09:41,550 --> 00:09:43,620 Brent Smart: the attention of people. So you better do something creative. 191 00:09:44,130 --> 00:09:46,980 Sean Aylmer: Well, one thing about Telstra that has always sort of interested me. You 192 00:09:46,980 --> 00:09:49,920 Sean Aylmer: have so many shareholders, I mean more than a million shareholders, 193 00:09:49,920 --> 00:09:51,599 Sean Aylmer: many of those mums and dads, and that's as a 194 00:09:51,599 --> 00:09:54,359 Sean Aylmer: result of it previously being owned by the government. Do 195 00:09:55,020 --> 00:09:58,830 Sean Aylmer: you think much about shareholders when you market, you obviously 196 00:09:58,830 --> 00:10:02,189 Sean Aylmer: market to customers, but many of those customers are actually shareholders? 197 00:10:03,030 --> 00:10:05,789 Brent Smart: Yes, it is a unique thing about Telstra. It was 198 00:10:05,790 --> 00:10:09,059 Brent Smart: true for my last job too. I was CMO at IAG, which 199 00:10:09,059 --> 00:10:14,070 Brent Smart: also has a very big retail shareholding when the NRMA was mutualised, 200 00:10:14,370 --> 00:10:15,870 Brent Smart: it created a whole bunch of mum and dad shareholders 201 00:10:15,870 --> 00:10:19,828 Brent Smart: as well. I think look, ultimately as a marketer, you 202 00:10:19,830 --> 00:10:22,049 Brent Smart: are always thinking about what's right for the business and 203 00:10:22,050 --> 00:10:24,509 Brent Smart: what's right for the business is what's right for stakeholders 204 00:10:24,509 --> 00:10:29,458 Brent Smart: like investors and shareholders. Ultimately, shareholders want growth. We've got 205 00:10:29,458 --> 00:10:32,490 Brent Smart: a strategy called T25, which we've launched publicly and we've 206 00:10:32,490 --> 00:10:34,890 Brent Smart: talked a lot about, which is all about growth, and 207 00:10:34,890 --> 00:10:37,530 Brent Smart: you've seen the early results of that look pretty good. 208 00:10:37,530 --> 00:10:40,859 Brent Smart: So if we can drive growth, then I think shareholders 209 00:10:40,860 --> 00:10:44,399 Brent Smart: are going to be happy and that's our role in marketing 210 00:10:44,400 --> 00:10:47,160 Brent Smart: is marketing is a growth engine for companies, and we 211 00:10:47,160 --> 00:10:49,230 Brent Smart: are really focused on how we can help support that 212 00:10:49,380 --> 00:10:51,330 Brent Smart: T25 growth strategy of Telstras. 213 00:10:51,720 --> 00:10:54,600 Sean Aylmer: So can we see more cracking ads like "Secured by Telstra"? 214 00:10:54,600 --> 00:10:57,540 Sean Aylmer: I love that ad. We saw all the hardware appearing 215 00:10:57,540 --> 00:11:00,030 Sean Aylmer: and things like that, more of that in the next few years? 216 00:11:00,150 --> 00:11:01,980 Brent Smart: Yeah, I hope so. I hope so. Like I said 217 00:11:01,980 --> 00:11:05,279 Brent Smart: at the outset, I think it's a big creative canvas, 218 00:11:05,639 --> 00:11:09,270 Brent Smart: Telstra. There's lots of fantastic products and experiences that we 219 00:11:09,270 --> 00:11:12,120 Brent Smart: can talk about, and I think there's always a need 220 00:11:12,300 --> 00:11:15,090 Brent Smart: no matter what brand you are, to be creative if 221 00:11:15,090 --> 00:11:16,740 Brent Smart: you want to have any chance of standing out and 222 00:11:16,740 --> 00:11:18,839 Brent Smart: being noticed. So yeah, we definitely want to keep bringing 223 00:11:19,139 --> 00:11:22,679 Brent Smart: creative storytelling to the brand and really thinking about how we 224 00:11:22,679 --> 00:11:25,980 Brent Smart: can turn up in unexpected ways because we can't take 225 00:11:26,340 --> 00:11:29,130 Brent Smart: that huge awareness we have for granted. We got to 226 00:11:29,220 --> 00:11:31,620 Brent Smart: earn attention with everything we do. So yes, yes. Hopefully 227 00:11:31,620 --> 00:11:34,770 Brent Smart: you'll see more of that sort of creative storytelling approach 228 00:11:34,770 --> 00:11:35,218 Brent Smart: come through. 229 00:11:35,639 --> 00:11:37,858 Sean Aylmer: Well, good luck with the job, Brent. It certainly is, 230 00:11:37,860 --> 00:11:40,230 Sean Aylmer: in terms of CMOs, it's about as good as job 231 00:11:40,469 --> 00:11:43,020 Sean Aylmer: as you can get on the Australian landscape and some 232 00:11:43,020 --> 00:11:46,738 Sean Aylmer: of your predecessors have been truly tremendous marketers. So good 233 00:11:46,740 --> 00:11:48,300 Sean Aylmer: luck with it. And thank you very much for talking 234 00:11:48,300 --> 00:11:49,078 Sean Aylmer: to Fear & Greed. 235 00:11:49,380 --> 00:11:51,390 Brent Smart: Yeah, thanks for having me. It's been fun. Cheers. 236 00:11:51,809 --> 00:11:55,049 Sean Aylmer: That was Brent Smart, Chief Marketing Officer at Telstra. This 237 00:11:55,049 --> 00:11:57,478 Sean Aylmer: is the Fear & Greed daily interview. Join us every morning 238 00:11:57,480 --> 00:12:00,240 Sean Aylmer: for the full episode of Fear & Greed, Australia's most popular 239 00:12:00,240 --> 00:12:03,179 Sean Aylmer: business podcast. I'm Sean Aylmer. Enjoy your day.