That F*cking Marketing Podcast

Want the exact framework Hive HQ uses to turn PR and events into sales? Grab The Playbook here You can get millions in reach … but did any of it actually generate sales?  This week Hive HQ's Jessy Marshall, the publicist behind launches for Naked Sundays, Bangn Body, Bouf and The Breakout Hack, breaks down why she ignores reach and impressions, why editors open her email before anyone else's, and how a gifted product ended up on Khloe Kardashian's story (and what they did next)  We talk about  🎙️How to pick a PR agency that already has your editors in its black book (it’s probably NOT going to be Hive HQ 😱) 🎙️When a B2B brand should chase trade press over mainstream titles 🎙️How Indy Clinton went from paid partner to equity partner 🎙️The RSVP formula Jessy uses to fill a room 🎙️The one word that gets your pitch deleted You'll hear: 00:00 The thing that Put Naked Sundays in Khloe Kardashian's Hands 02:39 Why Community Events Now Beat Influencer Events 06:04 The AI Brand Leaving Spelling Mistakes In on Purpose 07:10 Why Editors Open Her Email Before Yours 10:26 Founder Brand or Product Brand: Which Goes First? 12:21 Tried PR and It Flopped? You Hired the Wrong Black Book 14:05 Trade Press or Mainstream: Where B2B Brands Should Pitch 20:08 Why Bangn Body Gifted Its Entire First Run 21:27 How to Get Creators Posting When a Free Product Isn't Enough 25:10 How an Indy Clinton Partnership Turned Into Equity 30:35 The One-Hour Photo Rule Event Teams Forget 34:08 The Launch With No Tables, No Chairs and No Napkins 38:01 Invite 60 to Fill 20: The RSVP Formula 44:53 How to Turn a Three-Hour Event Into Sales 48:39 The One Word That Gets Your Pitch Deleted 48:57 Why PR Value Reports Need to Go See the two Bouf launch events here (original launch and men’s launch), and read about Rhode’s Australian launch here. Connect with Jessy on Instagram or visit Hive to learn more - If you enjoyed this episode, check out our episode with KAILO's Kristy Morris on getting product into the Kardashians' hands on Apple, Spotify, or Youtube Follow the Show & Team: Instagram: @tfm.pod | @fieldingmedia.co TikTok: @tfm.digital LinkedIn: That F*cking Marketing Podcast Website: tfm.marketing/  If you want the TL;DR of what you should actually care about, you're in the right place.  Hit follow and subscribe so you don't miss an episode! Enjoying the show? Leave us a 5-star rating and review on Apple Podcasts or Spotify!

Want the playbook for overhauling your personal brand? Grab it here. What's the difference between a personal brand … and a performance lead personal brand? And with more content being produced than ever before do you and your brand need to invest in creating brands for every employee as well as your business? Today we’re talking to Callum Izzard who you might recognise from one of the 15+ TV Shows he’s been on. He now runs Vyre, a Content and Marketing Agency for some of Dubai's top agents and founders. They’ve generated content that's taken an account from under 100 followers to over 28,000 in 60 days but more importantly, it’s grown their business as well.  We talk about:  🎙️How to use content to stand out in a saturated market 🎙️Should you use AI in your content creation? 🎙️Why you’ve felt awkward recording on camera before 🎙️The one thing 99% of founders miss in their content (including me) and how to fix it You’ll Hear: 00:00 Why 13,000 New Competitors Are Entering the Market 01:07 From UK Reality TV to Launching a Dubai Marketing Agency 03:28 The Dubai Mindset Shift 05:07 How to leverage PR and attention for your business 08:15 Why 80% of Your Followers Don't Matter (And How to Target Your Niche) 10:25 What to do if you (or your team) are camera shy 13:26 What Is Performance-Led Personal Branding? (The 8-Pillar System) 16:16 How to optimise for conversions 19:16 The industries that must Build Personal Brands 22:13 How should you split Company Brand and Personal Brand Marketing Budgets 26:13 The type of content that performs the best if you’re looking to build trust 28:35 How One Client went From 96 to 28,000 Followers in 90 Days 30:44 Live Audit of Taylors Instagram Profile (don’t miss this one!) 35:38 The impact of using AI in your content 36:18 The #1 Video Every Founder Must Make 37:32 The Truth About AI Avatars 38:47 Callum’s Golden Rule for Anyone Scared to Start Connect with Callum over at https://www.instagram.com/callumalexandre/?hl=en or https://www.instagram.com/vyredxb/  — If you enjoyed this episode, check out our episode with Caroline Oates from Youtube on Apple, Spotify or Youtube Apple: https://podcasts.apple.com/au/podcast/youtube-ai-and-the-new-rules-of-video-buying/id1893220545?i=1000793710385 Spotify: https://open.spotify.com/episode/4mApMGVLKjrIPXcpY75FdU Youtube: https://www.youtube.com/watch?v=Ci7ICVvqfTQ Follow the Show & Team: Instagram: @tfm.pod | @fieldingmedia.co TikTok: @tfm.digital LinkedIn: That F*cking Marketing Podcast Website: tfm.marketing/  If you want the TL;DR of what you should actually care about, you're in the right place.  Hit follow and subscribe so you don't miss an episode! Enjoying the show? Leave us a 5-star rating and review on Apple Podcasts or Spotify!

Want the exact framework Snap Inc. uses to turn Snapchat into a high-converting attention engine? Grab The Snapchat Marketing Playbook here. Snapchat reaches around 90% of Australians aged 16–24, but its audience extends well beyond Gen Z Snapchat's Head of Agency & Large Customer Sales, Clare Rudduck, breaks down why traditional social media feeds are suffering from an "AI slop" problem and why 8 million Australians are actively choosing Snapchat instead.  Discover how brands are using hyperlocal map monetisation, AR gamification, and raw UGC to capture undivided consumer attention. From driving a 30% footfall lift for retail giants to building future demand with authentic employee advocates, this conversation reveals how to win with Gen Z without relying on polished, over-produced campaigns. You'll hear: 00:00 Why 8 Million Australians Are Using Snapchat 40 Times a Day 02:27 The Milllenial Guide to Snapchat in 2026 04:43 The 3,000-Day Streak 05:48 Why Raw, Unfiltered Content Beats Polished Social Feeds Every Time 07:35 How Retailers Are Monetising the Snap Map to Drive Footfall Lift 09:56 AR Lenses and Gamification: The Engagement Secret for Brands 12:16 How to Win Active Attention 15:04 Unlocking Net-New Customers Beyond Meta and TikTok Ads 17:39 How to "Snapify" Your Existing Creative Without a New Budget 19:08 Turning Employees Into Your Highest-Performing Brand Advocates 21:14 The #1 Marketing Mistake: Why Short-Termism Kills Brand Growth 23:36 Let's talk about the Elephant in The Room 26:49 How can you use the Ad Manager for Targeting, Usability, and Attribution 30:03 How to Collab With Snap Stars and Harness Micro-Influencers 33:48 Live Campaign Workshop: Strategies for Local and Multi-Site Brands 38:39 The type of content Gen Z are searching for You can connect with Clare on LinkedIn or visit snap.com to learn more about Snapchat.  — If you enjoyed this episode, check out our episode with Caroline Oates from Youtube on Apple Spotify or Youtube Follow the Show & Team: Instagram: @tfm.pod | @tfm.au TikTok: @tfm.digital LinkedIn: That F*cking Marketing Podcast Website: tfm.marketing/  If you want the TL;DR of what you should actually care about, you're in the right place.  Hit follow and subscribe so you don't miss an episode! Enjoying the show? Leave us a 5-star rating and review on Apple Podcasts or Spotify!

Want the exact framework Google uses to turn YouTube into a high-converting sales engine? Grab The Modern Video Playbook here - https://tfm.marketing/podcast/youtube-ai-and-the-new-rules-of-video-buying-with-googles-own-caroline-oates/. Ready to execute these frameworks and build a full-funnel video engine for your brand? Book a Call with us today! Think you know where your audience is actually watching video in 2026? Think again.  In this episode, we sit down with Caroline Oates, Head of YouTube & Programmatic Sales ANZ at Google and IAB Board Member. Caroline breaks down why living room viewing habits have completely shifted, what brands get dead wrong with video buying, and how to fix broken measurement models.  You'll get Google's exact framework for unskippable creative, learn how to tap into the high-trust creator economy, and discover how to leverage AI to turn YouTube into an unbeatable sales engine. Key moments:  00:00 Rethinking the true role of modern video advertising  03:08 Why half of all watch time has shifted to connected TVs  05:32 Overcoming common cross-media measurement and attribution hurdles  07:44 Building an incremental measurement framework for CFO approval  10:01 Navigating ad load algorithms and consumer skip behaviour  15:00 Balancing brand building and short-term performance to boost ROI  20:00 The creative framework for building high-converting ads  27:32 Harnessing search signals and intent to drive retail sales  34:04 Why machine learning and automated bidding outperform manual targeting  38:15 Hyper-local video strategies for franchise and multi-location businesses  44:48 Unlocking the creator economy to build authentic consumer trust  50:11 Building a full-funnel video strategy for local service businesses Connect with Caroline on LinkedIn. — If you enjoyed this episode, check out our episode with Culture Kings co-founder Simon Beard to learn how to create massive consumer demand instead of just chasing search intent. Follow the Show & Team: Instagram: @tfm.pod | @tfm.digital TikTok: @tfm.digital LinkedIn: That F*cking Marketing Podcast Website: tfm.marketing/  If you want the TL;DR of what you should actually care about, you're in the right place.  Hit follow and subscribe so you don't miss an episode! Enjoying the show? Leave us a 5-star rating and review on Apple Podcasts or Spotify!

Is your latest campaign actually working, or are your dashboards lying to you? In this episode, we chat with Jonathan Rolley, agency founder and media strategist with more than 10,000 ad evaluations behind him. Jonathan explains how advertising moves through the brain, and why what impresses the boardroom often isn't what makes people buy. You'll learn the 12-second rule, a 4-step framework to create ads people notice, how to measure what's really driving results, and the hidden mistakes that drain ROI. This is for marketers who care more about revenue than awards. Key moments: 00:00 – The real reason 84% of ad budgets are completely forgotten in 12 seconds   02:20 – Why reviewing creative consciously guarantees failure   04:40 – What happens when creative teams prioritise trophies over your sales   06:20 – The 4-step ad formula that forces the subconscious brain to buy   10:40 – The attention TRAP. Why grabbing eyes is useless without memory encoding   13:30 – The dirty truth about marketing attribution and MMM models  16:00 – This is the single most reliable way to prove actual ad ROI   18:00 – How subtle alpha cues and social proof manipulate consumer behavior   21:40 – Deconstructing a total flop: Why an award-winning 2026 ad generated zero sales   31:30 – These are the price-anchoring tricks consumers into paying extra   35:10 – How to scale your brand without stepping into the Triangle of Death  38:40 – Why cheap automated scripts actively repel high-value buyers   44:10 – The real reason fear outperforms sex and the #1 website conversion killer — You can connect with Jonathan on Youtube by tuning into "The Science of Advertising" show or by grabbing his upcoming book on ad neuroscience arriving in early 2027. If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit.  If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow and subscribe because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

What if discounting regularly was actually the secret to building a $200M+ hospitality empire?  In this episode, I sit down with Pan Koutlakis, co-founder and CEO of EatClub, the tech platform powering dynamic pricing across thousands of restaurants.  You'll learn how a subtle 5% pricing shift can double customer demand, why traditional menu pricing is flawed, and how to build a thriving two-sided marketplace. Mastering the real psychology of consumer behavior will show you how to drive massive volume without sacrificing your brand equity.  Key moments: 00:00 - Why discounting doesn't kill your brand equity   00:58 - This is how dynamic pricing fixes restaurant empty seats   03:22 - Why airlines make billions from price changes and restaurants don't   05:40 - The real reason price elasticity controls your restaurant volume   08:10 - The widow seat theory that fills dead timeslots 11:35 - Why total bill discounts trigger higher spending than free food   14:50 - The 35% discount rule that you need to know 17:15 - The way repeat diners become more profitable than full-paying guests   19:40 - The real reason push notifications drive massive app engagement   23:15 - You need to replace flash sale urgency with curated recommendations   32:40 - How to launch a two-sided marketplace by pitching the right side first   34:25 - Why friction-free payments turn users into brand advocates   41:10 - How landing major bank partnerships expands your total market size — Restaurants can sign up to fill spare tables at the EatClub Partner Portal, while diners can download the app on iOS or Android via EatClub Customer Offers. If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow and subscribe because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

What happens when you throw out the traditional corporate hiring playbook and ask everyday people on the street what they earn?   Get Ahead App founder Sam McNamara breaks down how a series of raw, unpolished street interviews went viral, driving 42,000 users in 24 hours, launching his startup past LinkedIn on the App Store, and scaling organic reach to nearly 1 billion views.   He unpacks the operational reality behind producing 18 pieces of content daily across six platforms, how unexpected viral moments caught the attention of global brands like Domino’s and Nike, and the growth levers unlocked by bringing Tinder’s co-founder onto their board.  If you are a founder, CMO, or marketer struggling to connect with Gen Z, this episode provides an unfiltered blueprint on converting raw entertainment into tangible business downloads.   Key moments: 00:00: The street interview strategy that surpassed LinkedIn 02:00: The 1-Billion View Organic Strategy Built Without Paid Ads 03:35: Hard Lessons from Scaling a Two-Sided Marketplace Too Broadly 08:14: Why Traditional Resumes Are Completely Broken for Gen Z 09:27: Poster Campaigns vs. Street Content: What Actually Converts 13:17: The 18-Video Daily Machine: Systems, Automations, and Editing 17:41: Why Static $10K Agency Content Feeds Are Dead 27:12: Value-First Marketing: Selling Your Product in the Last 3 Seconds 30:26: Boardroom Growth: What Tinder’s Co-Founder Brought to the Table 42:25: How Domino's Replaced Cover Letters with Instagram DMs 45:41: The Underrated Social Platform Outperforming Mainstream Channels   Catch up with Sam, stay updated on Get Ahead’s latest street interviews, and see how they're fixing traditional hiring across his channels: Website: https://getahead.com.au/ Instagram: @getahead.app LinkedIn: https://www.linkedin.com/in/sammcn/ If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow and subscribe because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

What happens when you trade doorstep sales and logistics for high-end fashion, luxury travel, and multi-figure brand deals?  Former Franchisee of the Year turned full-time creator Shaun Birley joins the show to break down his journey from pitching logistics on the pavement to landing partnerships with giants like Porsche, Cathay Pacific, and Hugo Boss.  He shares the real hustle behind building an authentic personal brand, content strategies that actually drive trust, and the wild story of going viral as an accidental Ryan Reynolds lookalike.  If you’re looking to stand out in a crowded feed, this conversation offers an unfiltered playbook on converting domain expertise into a powerful digital presence.  Key moments: 00:00: How a Family Franchise Scaled via Old-School Hustle 03:35: Why Guerrilla Tactics Beats Big Marketing Budgets 04:35: What Franchisors Get Wrong About Personal Branding 11:04: The Real Reason Your Friends Will Roast Your Content First 17:58: This Is the Secret to Landing High-Ticket Brand Deals 28:14: How AI Accelerates Content Ideation (Without Being Fake) 29:10: Don't Chase Virality: Why Niche Authority Wins Long-Term 41:26: The Unexpected Ryan Reynolds Mix-Up That Exploded Online  Catch up with Shaun, check out his latest travel guides, and stay updated on his upcoming tailoring collection across his channels Instagram: @shaunbirley YouTube: @Shaunbirleystyle TikTok: @shaunbirley — If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow and subscribe because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

If your ad reports look great but your business isn't actually growing, your digital budget is leaking cash. In this episode, we break down the most common digital ad spend traps, from hidden tagging glitches and aggressive AI settings to flawed agency retainers, to show you how to audit your account and recover wasted money. Tune in to get the exact 4-step checklist that will stop Meta and Google from eating your profits and force your ad account to drive real growth. Key moments: 00:00: Why Page Views Are Lying About Your Ad Results 04:00: How Your Ad Campaigns Are Competing Against Yourself 05:41: The Truth About AI Tools Ruining Your Brand Integrity 12:16: Why High ROAS Is a Vanity Metric That Stops Real Growth 15:23: How We Saved 200K in Ad Spend for a 700 Location Franchise 24:43: How Squeezing Your Agency Fees Guarantees Bad Performance 30:14: How to Run a 4 Step DIY Audit on Your Ad Account — If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow and subscribe because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

Are you throwing away your campaign budget on audio ads that everyone skips? In this episode, we sit down with audio integration expert Andy Procopis, a seasoned media strategist with years of experience navigating the high-stakes world of radio, managing major talent and bridging the gap between editorial and commercial teams. From handling mid-campaign crises to winning over massive personalities like Kyle Sandilands, Andy shares the unfiltered truth on what actually drives ROI across radio, podcasting, and branded content.  If you want to know why most audio ads fail and how to build integrations that convert, this is a must-listen masterclass. Key moments: 00:00: The 11% Rule: Doubling Campaign Effectiveness 8:46: How Forcing Copy on Talent Destroys Campaigns 18:58: Why Agencies Treat Radio Like a "Booty Call" 27:28: Why Brands Still Default to Plain Spot Buys 29:47: The Real Reason People Still Tune Into Live Radio 34:39: What’s the Cost of Host-Read vs. Programmatic Audio 35:35: This is the Real Difference Between Radio and Podcast Ads 39:57: How to Justify Audio Spend to Executive Leadership 40:60: Whether you should Move Marketing Budget Out of Meta and Into Audio 45:37: The Truth About Podcast Downloads as a Vanity Metric Connect with Andy on Instagram @procopics or you can tune into his show Advice Accreditation Bureau on Apple Podcasts, Spotify, and YouTube. If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow and subscribe because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ 

You can go from unranked to the first page of Google in one day now … if you use AI properly. But this is like the golden days of search, the tactics available now probably won’t last forever and there is a limited window where you can influence what AI tools share about your brand AND impact your ranking significantly … if you do the strategies in this episode.  Because today I’m talking to Jeremy Cabral, co-founder of Finder to unpack the shift from traditional SEO to AI search and what the best marketers are already doing to show up first across every platforms.  We talk about why SEO is still important, how ChatGPT and other answer engines build consensus about your brand, and why seemingly random Reddit threads, reviews, listicles and comparison sites can now influence whether you get recommended. We also put the theory to the test, asking Claude, Gemini and ChatGPT for the best nearby pizza restaurant and uncovering why the same small business appears across all three (and how you can implement it)  You’ll hear:  00:00 Why search has fundamentally changed  00:57 The move towards zero-click answers  02:07 What brands should optimise for now  03:13 How AI answer engines construct responses  05:48 Auditing what AI says about your brand  07:11 How to increase your chances of being recommended  10:49 How to track your visibility across Google, ChatGPT and Claude  12:52 What roles do agencies play in an AI future? 16:45 Questions every marketing team and agency should be asking  21:05 Why your website’s next major user could be an AI agent and how to prep 24:17 Brands already doing AI search well  25:15 How to get GOOD AI written content 31:14 Claude vs Gemini vs ChatGPT: the live pizza test  37:03 How Jeremy uses AI every day  40:23 How marketing teams need to adapt Connect with Jeremy on Linkedin or Instagram  If you're ready to start seeing growth in your franchise every single year then head over to IG @tfm.digital and DM us RECRUITMENT to grab a copy of our franchise development playbook. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ 

How do you go from sweating bullets in a market tin shed ready to quit, to handing Justin Bieber $10,000 cash and building a $600M+ street style retail empire? In this episode, Culture Kings founder Simon Beard tells us how he built high-energy, world-famous retail destinations while scaling to over $100M a year online. He breaks down the exact playbook Culture Kings used to engineer viral experiences, turn store floors into arcade gamification hubs, and rewrite the rules of modern customer acquisition. Plus, Simon drops raw, unfiltered takes on why traditional loyalty programs are dead and the #1 ad mistake wrecking your Meta accounts. If you run an e-commerce brand, buy media, or want to turn products into emotional movements, this is your masterclass. Key moments: 00:00: The Market Shed Breakdown That Built a $600M Empire 6:07: How Culture Kings Scaled Past $100M Online 16:33: What Turning Stores Into Arcade Gamification Hubs Does for Sales 18:56: Why Traditional Loyalty Programs Are Dead (And What to Do Instead) 25:37: How $10,000 Cash to Justin Bieber Created Millions in Free PR 30:40: Stop wasting ad spend by fixing the #1 media buying mistake brands make today. 33:31: How to Completely Rewrite the Rules of Modern Customer Acquisition 40:26: How AI and Dynamic Content Scaling Are Changing D2C Marketing Connect with Simon Beard on LinkedIn or follow his journey on Instagram. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ 

Every brand wants to talk to young Australians … Almost none of them have asked one. Sam Koslowski co-founded The Daily Aus at 22 with Zara Seidler. It's now the most read independent news source in Australia, and for 70% of its audience it's the only news they read at all.  So today I’m talking to him about what Gen Z actually want and are thinking right now, and what most brands get wrong when they start trying to talk to this audience.  You’ll learn: The two ways brands destroy trust and how to build it  What makes a brand feel inauthentic and gives consumers ‘the ick’  The type of content young Australians are consuming more and more of even after reducing their screen time  How The Daily Aus decides which platform a story belongs on before writing a word What their Future Proof research found about young Australians and AI at work The question Sam thinks every brand should ask before it spends a dollar Chapters 00:00 Why every brand is getting young Australians wrong 00:51 Inside The Daily Aus 07:31 The fastest way to destroy trust 09:54 Why brands get it wrong 14:32 Never do this when following ‘trends’  15:49 The attention span myth 19:00 Which channels to focus on if you’re trying to talk to a younger audience  23:38 How TDA changed it’s approach to marketing and reporting  28:45 What Future Proof found about AI at work 32:32 This change is the reason 88% of Gen Z consumers would choose a brand  37:36 The best ways to use AI in media  43:17 What you should never use AI for  45:30 The Effing Truth If you want the TLDR of what you should actually care about, you're in the right place, make sure you’re following because you won’t want to miss our next few episodes. Check out the latest episodes here https://tfm.marketing/tfm-marketing-podcast/  See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠

Brands can burn hundreds of thousands of dollars on polished content that does absolutely nothing for their bottom line. In this episode, we sit down with Arielle Thomas, the powerhouse director behind Cinema Thom who operates in the ultimate high-low mix. One day she’s shooting luxury campaigns for Vogue, Cartier, and YSL; the next, she’s building commercial creative engines for retail giants like Kmart and Anko Global. Arielle breaks down how a problem-solving TikTok framework drove a staggering 26% sales boost for Kmart, why buyer psychology beats "pretty" aesthetics every time, and her famous "pulled pork" method for squeezing every drop of ROI out of your budget.  If you're tired of rigid agency briefs and stale campaigns, this is your blueprint for making content that actually sells. Key moments: 00:00: Mastering the High-Low Mix to Drive ROI from Retail to Ultra-Luxury Vogue Campaigns 6:34: The Memory and Emotional Trigger That Dictates Why Consumers Actually Spend Money 8:34: Turning Everyday Customer Problems into High-Converting Product Hooks 9:28: What Happens When You Sit Outside a Retail Store for 6 Hours to Study Buyers 12:02: The 10k  Airbnb "UGC Day" Formula That Crushed Traditional TVC Budgets 17:12: The 80/20 Rule That Lets Brands Test Bold Creative Ideas Without Blowing Their Budget 21:02: The "Pulled Pork" Method to Squeeze Every Asset Off the Bone of a Single Shoot 23:32: What Brands Are Doing Wrong When Briefing Creative Studios and Agencies 25:03: Why Aesthetic Perfection Is Killing Your Campaign Performance 30:00: How Setting Timelines Stops Last-Minute Creative Disasters Between Media and Production 32:55: How to Safely Use AI for Fixing Mistakes Without Losing Human Authenticity 43:26: Turning Stiff Camera-Shy Founders into Confident Personal Brand Builders Catch more from Arielle Thomas by visiting cinemathom.com or following her work over on Instagram at @ariellethomas and @cinema_thom Want to know exactly which channels will you give REAL return on your paid ads? We've created a full playbook that that covers that plus how to get people buying your products online. If you want a copy, head over to IG @tfm.digital and DM us PLAYBOOK. Organic social media is still one of the easiest ways to build trust with your audience. So if you're ready to create a community around your brand, head over to IG @tfm.digital and DM us the word ORGANIC to grab our ultimate social media organic guide. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ 

Sam Buchanan probably has one of the clearest views of what’s happening inside Australia’s independent media agency sector right now. As CEO of the IMAA, he’s across more than 175 indie agencies, which means he’s seeing first hand what consumers and businesses want from marketing right now in 2026.  In this episode, I’m sitting down with Sam to get an honest read on where the market is heading and what the best agencies are doing right.  Key moments: 0:00 - Where Australian media is sitting right now, and why agencies are dealing with more change, fragmentation and uncertainty than ever 2:40 - How indie agencies went from being the “wild card” in a pitch to winning most of them 5:46 - Why 2026 could be the year indie agencies stop being the alternative option 10:39 -  Why the indie agency network is working so well right now (and will it continue to?) 12:36 - How the IMAA actually manages competition between members when everyone knows everyone and the market is so small 14:27 -  What CMOs need to understand when they pick the cheapest agency in a pitch 16:09 - What the strongest indie agencies have in common, from how they hire to how they use tech 22:20 - What happens when brands start taking more media in-house, and where agencies still have a role to play 26:08 - What the IMAA census is showing about where indie agencies are investing, and the channels getting the most attention right now 29:27 - Sam’s predictions for what’s going to happen to indie agencies in the next 5 years 30:00 - Why the industry needs to rethink how young people get trained when AI is taking over the old junior work 32:28 - What media partnerships look like when more buying becomes automated If you want to get in touch with Sam, you can find him on Linkedin here, or visit IMAA www.theimaa.com.au If you're ready to start seeing growth in your franchise every single year then head over to IG @tfm.digital and DM us RECRUITMENT to grab a copy of our franchise development playbook. If you want your ads to finally get in front of the right audience, DM us CREATIVE over on IG @tfm.digital and we'll send you our creative strategy to get you started. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ 

Most agencies know how to pitch. Far fewer know how to win the right work, keep the right clients and build something people want to be a part of. I sat down with Virginia Hyland, who previously led Havas Media Group and is now co-founder of Squad M&A, to talk about what really makes an agency valuable. Virginia has worked with huge brands - we’re talking Red Bull, Gucci, Tiffany, Rimmel, Bumble and Tourism Fiji, and has sat on almost every side of the agency world from founder, CEO, pitch leader, acquisition advisor AND buyer. I wanted to sit down and chat with Virginia about what indie agencies can do better than the big networks, why chemistry matters before any pitch, what marketers should look for when choosing an agency, and how founders can start building a business that’s worth buying years before they plan to sell. Key moments: 0:00 - How Virginia built an agency before social media changed everything 3:49 - Why indie agencies can beat the big networks 11:49 - How a 15-person team won against global agencies. 15:19 - The client win that led to helicopters and Tiffany jewellery 18:09 - How to tell if a pitch is actually worth your time 23:10 - The best way to get into someone’s boardroom 28:18 - The mistake most agencies make in pitches 31:57 - How to let your team lead a pitch without taking over 34:00 - How Havas stood out against more than 100 agencies 35:42 - What Virginia learned from losing Red Bull the first time 39:20 - What to watch for when your agency gets sold 41:44 - What changes when you go from indie founder to HoldCo CEO 45:54 - Why founders should prepare for sale years before they exit 51:11 - How AI could change the agency model 54:29 - What makes an agency worth buying If you want to connect with Virginia you can find her on Linkedin here, or visit Squad M&A www.squadma.com Organic social media is still one of the easiest ways to build trust with your audience. So if you're ready to create a community around your brand, head over to IG @tfm.digital and DM us the word ORGANIC to grab our ultimate social media organic guide. Want to know exactly which channels will you give REAL return on your paid ads? We've created a full playbook that that covers that plus how to get people buying your products online. If you want a copy, head over to IG @tfm.digital and DM us PLAYBOOK.If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ 

“Our leads are terrible.” Said every business ever. But what if the leads aren’t the problem? In today’s episode, Matt and Taylor dig into one of the most common problems in business, and why marketing almost always gets blamed.  From the moment a lead drops into your CRM, to the point of sale there are a lot of opportunities for things to go wrong. We will break down why your leads are getting lost in your funnel and how to fix it. Key moments: 0:48 The real reason your leads aren’t converting. Hint: It has do to with your funnel 3:09: When you should be contacting your leads and how SMS is not dead 4:08: What really makes a quality buyer. And the stats that make the decision for you.  5:37: What you can be doing to build quality leads 6:12:The High Value Franchisee playbook you need to help improve your sales funnel   7:22: What is a bad lead…and how to recognise them so you don’t waste your  time 9:18 What a good sales process looks like and what you need to do to nurture your leads 10:39: The biggest change we made to our sales process that  12:42: What to do if your offer is not hitting the mark and why it could be losing you leads 16:21: How to build a targeted audience through Youtube and Podcasts 17:35: The simple steps you can take today to convert quality leads into sales If you want your ads to finally get in front of the right audience, DM us CREATIVE over on IG ⁠@tfm.digital⁠ and we'll send you our creative strategy to get you started. If you're ready to start seeing growth in your franchise every single year then head over to IG ⁠@tfm.digital⁠ and DM us RECRUITMENT to grab a copy of our franchise development playbook. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠

Creator marketing is one of the fastest growing channels, but so many brands are using outdated strategies that just don’t work anymore. Nathan McCallum has over 750K followers on Instagram, 180K subscribers on Youtube and has been doing this long before “creator” was a job title. He’s built an audience, a coaching business, a clothing brand and long-term brand partnerships by doing things his own way. In this episode, I’m chatting with Nathan to find out what brands get wrong with creators, why trust beats follower count, building a founder-led brand, AI, online negativity and the expensive lesson he learned behind the scenes of Furore. Key moments: 0:00 - Why Nathan moved away from one-off brand deals and started prioritising long-term partnerships 14:49 - Why Nathan doesn’t obsess over every platform change, and what he focuses on instead of chasing the algorithm 19:34 - Nathan’s advice for creating content people want to watch 24:53 - Why Nathan never tried to fit the typical fitness influencer mould, and how that became part of what makes his content work 27:21 - How Nathan deals with negativity online without turning the comment section into a fight 31:09 - The behind-the-scenes reality of building Furore, (including what went wrong…) 37:41 - How Nathan makes Furore feel like a real extension of him, rather than another creator brand that disappears after one launch 39:04 - The biggest lessons Nathan would give anyone building a brand from scratch 45:41 - Why Nathan isn’t worried about AI replacing creators 51:48 - The most expensive mistake Nathan made in business + why founders still need to understand the parts they outsource Find Nathan on over at @nathan or @furore Organic social media is still one of the easiest ways to build trust with your audience. So if you're ready to create a community around your brand, head over to IG @tfm.digital and DM us the word ORGANIC to grab our ultimate social media organic guide. Want to know exactly which channels will you give REAL return on your paid ads? We've created a full playbook that that covers that plus how to get people buying your products online. If you want a copy, head over to IG @tfm.digital and DM us PLAYBOOK. If you want the TLDR of what you should actually care about, you're in the right place. Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠

1,000 new customers a month. And most of them never came back. Not because the product wasn't good. Because the trust wasn't deep enough yet. Kristy Morris built KAILO, a wellness brand stocked in Neiman Marcus, Bloomingdale's, and Kourtney Kardashian's gift guide, by learning that lesson the hard way. A $159,000 event loss, an accidental Dubai expansion, and a complete rebuild of her retention strategy later, she's got a playbook worth hearing. This episode is about what actually builds a brand people keep coming back to. Key moments: 00:00: What McDonald's can teach you about consistency and why you need to get it right 7:13: The real reason local marketing dilutes your brand 7:51: How to position a brand in the most saturated category in the world 26:39: How to crack a market you know nothing about 29:50: The Kardashian gift guide. What it actually costs to and what it actually did 33:25: Why opening a cafe is actually a marketing strategy 37:25: 1,000 new customers a month who weren’t coming back 42:57: The Goop Summit that lost $159, 000 and became the best campaign ever 46:18: The ONE thing every marketing need to get right before they spend a single dollar To find out more on Krisy, KAILO and Sureyya Kahve, you can find them on instagram @kailo_aus , @kailo_medispa and @sureyya_kahve If you want your ads to finally get in front of the right audience, DM us CREATIVE over on IG @tfm.digital and we'll send you our creative strategy to get you started. If you're ready to start seeing growth in your franchise every single year then head over to IG @tfm.digital and DM us RECRUITMENT to grab a copy of our franchise development playbook. If you want the TLDR of what you should actually care about, you're in the right place. Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠

Most brands are still paying to rent attention. TEAMM8 built a community that hands it over for free. Tommy Laurens has been Marketing Director at TEAMM8 for six years. In that time the brand has grown 500%. They doubled revenue two years running. 90% up this year alone. With a team of six. No agency. No Google ads. No influencer budget. Just a community that became their biggest media channel. Tommy breaks down exactly how TEAMM8's UGC strategy replaced influencers, the free beer activation that built a sales pipeline, the RuPaul's Drag Race partnership that now reaches the US, and why the moment your content looks like an ad, it's already dead. If you're still trying to buy your way to growth, this one's going to sting a little. Key moments: 00:00: How to reposition a brand people had stopped caring about 3:42: Why bringing your ads in-house might be the best decision you make 6:34: How to turn your biggest fans into your best marketing channel 7:50: How to measure brand awareness when the numbers don’t tell you the whole story 10:30: How to run paid ads on Meta when your content keeps getting banned 20:59 This is they way to turn a single activation into a sales pipeline 38:42: Why what’s working in your marketing today won’t work tomorrow To see more form TEAMM8, you can give them a follow on Instagram @TEAMM8 If you want the TLDR of what you should actually care about, you're in the right place. Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠