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PODCAST

Smarter Marketer

Hosted by James Lawrence - Co-Founder of Rocket Agency and B&T Marketer of the Year finalist, each episode features candid conversations with marketers, leaders and innovators on what’s really working in today’s fast-changing landscape. This is the definitive podcast for Australian Marketers.

business marketing

All Episodes

44:09

101. Attribution Is Breaking: How Marketers Should...

Smarter Marketer ·

2025/12/02

As platforms push Performance Max, Advantage+ and new modelling systems, we’re entering a world where results often look better in-platform than they do in reality. Behind the scenes, attribution is becoming harder and marketers are being forced to rethink how they interpret success altogether.In this episode of the Smarter Marketer Podcast, host James Lawrence sits down with Rocket’s Paid Media Manager, Adrian Oguz, to unpack what truly matters when you’re running paid media in an AI-driven

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37:05

100. How Attention Is Rewriting the Rules of...

Smarter Marketer ·

2025/11/18

Marketers have long optimised for visibility and memory, but in our metric-focused industry, are we measuring what really matters?In this episode of the Smarter Marketer Podcast, host James Lawrence speaks with Dr. Karen Nelson-Field, Founder of Amplified, about why attention is the real currency of modern advertising and how to measure it effectively. From the myth of virality to the flaws in CPMs, Karen shares what years of research reveal about how people truly engage with ads, and what marketers

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39:01

99. Why “In-House vs Agency” Misses the Point w....

Smarter Marketer ·

2025/11/04

As 2025 comes to a close, the conversation around in-housing has never been more confusing. With rising pressures on budgets and the disruption caused by AI, businesses are being forced to rethink what the right marketing structure might look like for them.In this episode of the Smarter Marketer Podcast, Host James Lawrence speaks with Darren Woolley, Founder and Global CEO of Australia’s leading marketing management consultancy TrinityP3. Together they unpack the myths surrounding in-housing and

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42:00

98. The Growth of Outdoor Media in Australia w. oOH!...

Smarter Marketer ·

2025/10/21

Once thought of as a “traditional” channel, outdoor has once again become one of the most creative and technology-integrated mediums in modern marketing. As audiences move faster and attention gets harder to hold, out-of-home (OOH) continues to prove its staying power.In this episode, James Lawrence sits down with Josh Gurgiel, Head of Creative at POLY (oOh!media’s content and innovation hub), to unpack how Australia’s largest OOH network is evolving, from the rise of digital formats and AI-driven

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45:36

97. Leadership in Marketing: How Today’s Marketing...

Smarter Marketer ·

2025/10/07

What does it really mean to lead marketing in 2025? In this episode of the Smarter Marketer Podcast, Host James Lawrence sits down with executive brand strategist Emma Logan to unpack the realities facing modern marketing leaders, from blurred job boundaries and rising stakeholder expectations to the personal toll of visibility and performance.Emma shares why every senior marketer already has an “executive brand”, whether they’ve defined it or not, and how failing to own that narrative means letting

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45:16

96. Buying Outcomes, Not Deliverables: Rethinking...

Smarter Marketer ·

2025/09/23

For decades the agency-client relationship has worked on a transactional view of marketing and creative services. Agencies gave away their best thinking upfront, clients judged on surface-level ideas and both sides accepted a process that often undervalued expertise.In this Smarter Marketer Podcast episode, Host James Lawrence and renowned author Blair Enns discuss how the future of creative and professional services lies in changing how we buy, sell and trust expertise. Whether you’re in-house or

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41:23

95. How to Rank in ChatGPT w. Joe Alder

Smarter Marketer ·

2025/09/09

Ranking in ChatGPT is now one of the most urgent challenges in digital marketing. With millions of Australians using AI search every week, the question for in-house marketers isn’t whether ChatGPT is shaping buyer journeys anymore, it’s how to make sure your brand is visible where and when it matters most.In this episode of the Smarter Marketer Podcast, James Lawrence is joined by Rocket’s Head of SEO, Joe Alder, to unpack the latest research and share practical advice on what it really takes to

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40:26

94. Winning B2B Messaging: How to Build a Perspective...

Smarter Marketer ·

2025/08/26

As competition heats up across professional services, simply telling people what you do is no longer enough. The difference between winning and blending in ultimately comes down to perspective: how you see the world, not just what you sell. Too often, brands overlook this, falling back on cliche messaging in their industry that leaves buyers unmoved.In this episode, James Lawrence (Co-Founder, Rocket Agency) welcomes back Alex James - one of Australia’s leading messaging strategists - to discuss

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42:12

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

Smarter Marketer ·

2025/08/12

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

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35:59

92. Current vs Future Demand: Why Mental Availability...

Smarter Marketer ·

2025/07/29

Most marketers are pressured to focus their energy on the 5% of buyers ready to purchase today, but what about the 95% who aren’t in market yet? Ignoring them likely means missing your biggest growth opportunity. Building mental availability with future buyers is critical, yet often overlooked in the rush to chase immediate sales.In this episode, James Lawrence (Co-Founder, Rocket Agency) sits down with Nick Palmer (CEO, House of Brand) to unpack what it really means to balance current and future

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49:28

91. The Secret to B2B Marketing: Owning a Perspective...

Smarter Marketer ·

2025/07/15

B2B service firms have been told to niche down, build helpful content and trust the funnel. But in today’s competitive market, where everyone is applying the same formula, it’s not enough to stand out. When every firm looks and sounds the same, buyers tune out.In this episode, Host James Lawrence, Co-Founder of Rocket Agency, sits down with B2B messaging strategist Alex James to unpack a smarter way forward. You’ll learn why having a clear perspective is more powerful than having the best tips,

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27:06

90. Marketing to Gen Z and Gen Alpha w. Katy Richardson

Smarter Marketer ·

2025/07/01

What happens when a generation that grew up online starts leading your marketing conversations? Host James Lawrence speaks with Katy Richardson, Global Head of Marketing at student living app Housr, about how Gen Z - and soon Gen Alpha - are rewriting the rules of brand engagement.Key Takeaways:How Gen Z is already influencing both consumer and B2B buying decisions, and what that means for marketersWhy user-generated and employee-generated content is now non-negotiable as part of a social

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38:24

89. Beyond the Hype: AI’s Real Impact on Australian...

Smarter Marketer ·

2025/06/17

We’re halfway through 2025 and AI is the buzzword on everyone's lips. And while it’s changing marketing fast, is the hype legitimate? Host James Lawrence is joined by Rocket Agency’s co-founder, David Lawrence, to unpack what AI adoption actually looks like on the ground, and how Australian marketers can equip themselves for what’s to come - inside agencies, in-house teams and across different marketing roles.Key Takeaways:Reality check: Has AI lived up to the hype - or has it already surpassed it

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53:16

88. Dr. Robert Cialdini on Persuasion and Influence...

Smarter Marketer ·

2025/06/03

What makes people say "yes"? Rocket Agency’s Co-Founder James Lawrence sits down with Dr. Robert Cialdini, the godfather of influence and the world’s foremost authority on the psychology of persuasion, to talk about the timeless principles behind his work, his seventh principle of influence - Unity - and how AI, ethics and empathy are shaping persuasion in modern marketing.Key Takeaways:Origin story: How Dr. Cialdini went “undercover” in multiple industries to discover the universal principles of

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37:19

87. Is ChatGPT Killing Google? Optimising for LLMs,...

Smarter Marketer ·

2025/05/20

With the growth of AI and LLMs like ChatGPT, the question "Is Google dying?" is often being asked. In this episode, James Lawrence sits down with Rocket’s Head of SEO, Joe Alder, to cut through the hype and discuss the facts about how AI is impacting SEO and search traffic in 2025. The conversation is backed by Australian-first research from Rocket’s SEO team.Also discussed are the similarities and differences as it relates to SEO and AIO. Whether you're a CMO under pressure to ‘AI everything’ or an

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39:05

86. Why Client-Agency Relationships Fail - And How to...

Smarter Marketer ·

2025/05/06

In-house marketers and agency leaders don’t always speak the same language - but when they do, the results can be game-changing.In this episode, host James Lawrence sits down with Drew McLellan, CEO of the Agency Management Institute, to unpack what makes agency relationships thrive or fail. Whether you're managing one agency or several, or considering switching partners altogether, this episode is for anyone wanting to bridge the in-house/agency gap.Key Takeaways:The top reason agency-client

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29:17

85. How to Build Desire in Luxury and Property...

Smarter Marketer ·

2025/04/22

People don’t buy luxury for utility. In high-end markets, purchase decisions are driven by emotion, identity and status - not features or price points. For marketers in the high-end space, this changes everything.In this episode of Smarter Marketer, Giverny Reid - Director at creative property marketing firm &Only and former Creative and Marketing Director at Crown Group - breaks down what actually drives demand in premium categories.Key Takeaways:What sets luxury marketing apart from

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44:45

84. State of the Pitch 2025 w. Darren Woolley

Smarter Marketer ·

2025/04/08

The agency pitch process is one of the most important - yet deeply flawed - aspects of the marketer-agency relationship. In this Smarter Marketer Podcast episode, Host James Lawrence talks about the realities of modern-day pitching with someone who’s been at the coalface for decades: industry veteran Darren Woolley, Founder and CEO of TrinityP3.Darren unpacks the latest State of the Pitch 2025 Report by TrinityP3, revealing why things have actually gotten worse in 2025 - and what both marketers and

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34:27

83. Emails with Mailchimp: The Power of First-Party...

Smarter Marketer ·

2025/03/25

Email marketing might not be the newest toy in the digital toolbox, but it’s still one of the most powerful. In a time when AI is transforming how we work and big platforms are making it harder for businesses to own audience relationships, marketers are turning back to the basics - and doing them better.Host James Lawrence sits down with Anthony Capano, Regional Director at Intuit Mailchimp, to talk about how email is thriving in Australia, how personalisation and AI are changing the game, and what

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51:27

82. Rethinking Search: Google vs ChatGPT,...

Smarter Marketer ·

2025/03/11

Digital isn’t what it used to be and neither is marketing. In this episode of Smarter Marketer, James welcomes back industry legend Rand Fishkin, Co-Founder and CEO of Sparktoro, to cut through the noise as they discuss the flawed logic of traditional attribution models, the pitfalls of over-relying on Google and the importance of audience-first marketing to future-proof your digital strategy.Key Takeaways:Zero-click searches and AI Search tools - Where is traffic going?The AI hype cycle - Why most

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107 results

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