Facebook Taps Marketing Industry Leaders for New 'Face-2-Face' Campaign via WiTH Collective

Facebook Australia has today launched face-2-face, a new advertising campaign developed by creative agency WiTH Collective and media agency Gyro.

For this campaign nine leading marketers from a number of iconic Australian businesses were interviewed by Australian media personality, Jules Lund, to reflect on the year that was, as well as provide a critical look forward at 2018.

Asking important industry questions such as, "What's the one metric you obsess over the most?" and "What's the hardest question your CEO has asked to you to this year?" and more light-hearted, questions including "What's the most overused catch-phrase in 2017?" and "What skills are you looking to bring to your team in 2018?"

 
The marketers interviewed for the face-2-face include Jo Boundy, CMO of Qantas Loyalty; Brent Smart, CMO of IAG; Adam Ballesty, marketing and innovation director at Diageo; Lisa Ronson, CMO of Tourism Australia; Tobi Pearce, CEO of SWEAT; Phil O'Connor, head of performance media at Koala; Lisa Messenger, founder and editor in chief of the Collective Hub; Alex Tomic, co-founder and director of HiSmile and Simon Cahill, head of digital and business development of Warner Music Australia.
 
Three overarching topics emerged from the discussion:
- A focus on the necessary skills required to be a modern-day marketer;
- The importance of the customer being the centre of all business decisions;
- The rise of video and how it is impacting creative -  in particular discussions around short form / long form
 
Says Will Easton, managing director (VP) of Facebook Australia and New Zealand: "2017 has continued to be a year of constant change and we thought it was important to hear from real marketers with real experiences on how they are facing the challenges and opportunities of changing consumer behavior.
 
"Pairing fast growth digital businesses like Koala mattresses with iconic brands like Qantas and Diageo we saw some really interesting debate, but ultimately agreement that we're in an age where brand matters more than ever before and mobile is playing an ever-increasing part. The challenge now is a content challenge - how are marketers and agencies tackling brand creative for a mobile world?"
 
Says Adam Ballesty, marketing and innovation director of Diageo and one of the face-2-face participants: "Being a part of the face-2-face series was a great opportunity for Diageo, as it allowed us to reflect, think critically and hopefully provide insight to the media and marketing industry right now.
 
"The array of creative content options and the opportunities arising with data, mean it's never been a more exciting time to be a marketer. However, there's an increasing expectation that we should be doing more with less. I believe this is one of the biggest challenges facing CMOs in 2018 and beyond."
 
Says Lund: "Working with nine of the top marketers in the country was incredibly rewarding. As a marketer myself, I loved the debate around the various ways short form and long form content can drive brand awareness.
 
"With video, clearly an integral part of any marketer's plan, it's these sorts of discussions that made the insights from this campaign so compelling."