AMI CMO of the Year 2019, Fabian Marrone, Monash University CMO on storytelling, academics as influencers and more. Ben and Fabian chat: Moving beyond marketing and advertising to storytelling; Structure of marketing comms; Monash as a global brand; The ‘Change It’ campaign and its global application; Current world issues and telling the stories of Monash academics and what they’re achieving with research; Fabian’s role in Monash’s leadership structure; Breaking down Monash’s 84 different audience segments; Empowering Monash personnel with the freedom to tell the Monash brand story; How Monash understands its target audience with data; What people look for in education today; The modern experience of higher education learning; Gen Z and Monash’s value proposition; Storytelling in different ways on different media; Talking about TikTok; Academics as influencers; The ‘A Future Without Change’ campaign; Content marketing and variety. Six in 60.
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