Culture has always been the backdrop for marketing, but in the next 25 years, can brands and creatives become true culture makers, or are they destined to follow? In this episode of Hard Refresh, host Andrés López-Varela is joined by Jonathan Harley (media and tech executive, ex-Canva/Twitter/60 Minutes), Tess Palmyre (Founder, Brandable), and Tim Duggan (Author and Chair, Digital Publishers Alliance) to unpack the stakes. 

From Trump tweeting about Cracker Barrel’s logo to the backlash against DEI, the panel weighs whether marketers can authentically shape culture, or if values-driven storytelling is the only ballast in increasingly turbulent times.

In this episode:

• Culture wars on fast forward
  Tim points to the recent Cracker Barrel logo saga, where Trump’s tweets sparked boycotts, as proof brands are now reacting to culture instead of leading it.
• Purpose under pressure
  Tess and Jonathan argue values can’t just be slogans; Target’s retreat from DEI vs. Costco’s consistency shows who survives cultural turbulence.
• Authenticity as ballast
  Jonathan stresses that authenticity is grounded in values, not marketing spin, and is the only way brands can navigate volatile cultural seas in the digital age.
• Fragmentation VS mega-brands
  Tim warns we may end up with “10 mega-brands and 10 million scraps” in future, while Jonathan highlights Canva and Red Bull as examples of brands acting like cultural institutions.
• Humanity shines through AI "slop"
  Tess insists that even in a sea of sameness, audiences gravitate back to messy, human, imperfect stories and that those are the cracks where culture happens.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

From podcasts to TikTok sounds, digital audio has moved from background noise to the cultural main stage. In this episode of Hard Refresh, host Andrés López-Varela is joined by Adam Johnson (Co-Founder, Original Audio & Chief Growth Officer, Nova Entertainment) and Georgia Tappy (Social Media Consultant) to explore what the next 25 years could hold for audio. 

They debate why brands obsess over their logos but not their sound, how memes like Jet2 Holidays became earworms by accident, and whether podcasts have hit their ceiling, or are only just beginning. Together, they imagine a 2040 world where audio surrounds us, from neural implants to AI-generated soundscapes.

In this episode:

• Memes, music, and memory
  Georgia points to Jet2 Holidays as proof of how sonic consistency can turn into a cultural meme, building “neural pathways” for a brand in the public imagination.
• Why brands ignore sound
  Adam argues marketers will spend so much time on Pantone colour codes for how they look, but rarely define how they sound. He calls it a “missed opportunity,” noting sonic stings in TikTok ads boost recall by 191%.
• Podcasting’s evolution
  The panel debates whether podcasts have peaked; Georgia sees video podcasts as expanding the medium, while Adam worries cameras risk stiffening the natural intimacy of conversation.
• Advertising in the audio age
  Baked-in reads and product placement are making a comeback as the most resilient formats, even as audiences skip ads at record rates. The panel likens it to radio jingles and old-school TV tea breaks.
• The sonic future
  Looking ahead to 2040, Adam and Georgia imagine homes where AR glasses, smart speakers, and neural interfaces make audio an ever-present layer, raising questions about privacy, shared experiences, and manipulation.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

The agency model has been declared “dead” more times than we can count — but it keeps coming back in new shapes. In this episode of Hard Refresh, host Andrés López-Varela is joined by Hannah Muirhead (Founding Strategy Partner, Chapter), Missy Burrell (Director of Social, Mainstay Media), and Freddy Hollow (Director of Sales & Marketing, GolfBox) to explore what the next 25 years might hold. 

From the boom in in-house teams to AI eating junior jobs, the panel debates whether agencies can still prove their value and whether the future belongs to nimble independents, fractional experts, or the holding groups .

In this episode:

• In-housing is surging
  Hannah cites IAG data showing 78% of Australian marketers now have some kind of in-house function, up significantly in recent years. In-house teams excel at brand guardianship and consistency, but often lack the “out of the box” creative firepower agencies can bring.
• The skills-gap risk
  Missy warns that if AI takes over too much grunt work, the next generation won’t get the “in the weeds” experience that shapes great strategists and tastemakers. Agencies have long been training grounds; without that, who makes the big calls in 2040?
• Fractional models on the rise
  The panel agrees that clients don’t always need a $250k strategist on staff, but they do need access to that calibre of thinking occasionally. Agencies offering fractional or freelance-based models may be the most sustainable future.
• IP, pricing, and blockchain
  Hannah floats the idea of blockchain-tagged creative assets to ensure agencies are fairly paid when their ideas scale and potentially moving advertising pricing closer to music or licensing models. The group debates whether this could reshape client–agency trust.
• Indies vs holding companies
  Freddy argues indies will remain attractive because they’re nimble, even as holding groups offer scale and efficiency. But without retainer models, the challenge will be whether small agencies can create space for creativity and craft to flourish.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Advertising is fragmenting faster than ever — but does that mean the big brand ad is dead? In this episode of Hard Refresh, host Andrés López-Varela is joined by Amber Martin (Founding Partner, Hypnosis), Dean Hunt (Founding Creative Partner, Chapter), and Mike Drysdale (Creative Strategist, Folklore) to map the future of advertising. 

They debate whether creativity and craft can survive in a world of 584 formats, how agencies redefine their value beyond “outputs,” and if advertising can still lead culture — or if entrepreneurs and communities are now setting the pace .

In this episode:

• Creativity as the constant
  Amber insists that amid budget splits and fragmented channels, big creative ideas remain the force that makes sense of it all and the glue holding brand building together.
• The return of brand platforms
  Dean argues that we’ve come full circle: long-term brand thinking and human insight are back, and the best new work often feels “a bit nineties, in a good way”.
• Agencies out of the output game
  Mike warns that commoditised outputs and AI are forcing agencies to reposition as problem-solvers, not producers. Amber backs this up, saying agencies that don’t elevate will be shortchanging their value.
• Big brand ads still matter - if crafted well
  The Telstra “whistling” campaign and Bear Meets Eagle examples show that storytelling and craft can ripple across TikTok and TV alike when the idea resonates.
• Australian advertising’s edge
  From the Matildas’ galvanising patriotism to Bluey’s cultural export, the panel explores what’s uniquely Australian about advertising that connects deeply with audiences.
• Who leads culture now?
  Mike challenges the table: advertising isn’t leading culture anymore, entrepreneurs and communities are. The others argue agencies still have a role if they get out of their glass towers and reconnect with people.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Automation is no longer just a tool — it’s becoming the operating system of marketing. In this episode of Hard Refresh, host Andrés López-Varela is joined by Kirsty O’Connell (Senior Account Director, equ.) and Sophie Winter (National Manager, Content & Communities, Australian Wildlife Conservancy) to debate the promises and pitfalls of automation. 

From Meta’s AI gone wrong with a feral cat campaign for the Australian Wildlife Conservancy to the risks of handing brand safety over to machines, the panel dives into where humans should still hold the reins. Together they ask: when everything can be automated, what’s left for marketers to do ?

In this episode:

• Where humans still matter
  Both guests argue that community management, creative concepting, and tone of voice should remain human-led, automation can optimise and scale, but only people can bring context, empathy, and credibility.
• When automation backfires
  Sophie recalls a feral cat awareness campaign that Meta’s AI targeted to cat lovers, sparking outrage. It’s a cautionary tale about brand safety when platforms make decisions without context.
• Losing control of creative
  Kirsty explains how automated ad placements distorted campaign assets in ways the team didn’t expect, a trade-off of efficiency for oversight that left clients asking hard questions.
• Agencies as orchestrators
  Rather than being replaced, agencies may thrive by helping brands navigate orchestration, strategy, and ethics once automation eats the “busy work.” Both panelists argue this will shift agency-client conversations to bigger, more interesting questions.
• Future-proofing talent
  Skills like prompt engineering, measurement, and critical thinking are becoming the new basics for junior marketers. The panel sees automation forcing marketers to level up, reclaiming marketing as more than “promotion” and returning to its roots in product, pricing, and audience insight.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Data has always been the fuel of marketing, but the mix is shifting fast. In this episode of Hard Refresh, host Andrés López-Varela is joined by Andrew Douglas (Hunt Brew), Heather Lansdowne (Australian Bureau of Statistics), and Rene LeMerle (Bonfire) to explore how the role of data is evolving. 

From the collapse of Google’s cookie plan to the rise of first-party data, the panel digs into how brands can tell stories through numbers, when gut instinct still trumps dashboards, and whether AI is making it harder (or easier) to know who our audiences really are.

In this episode:

• Metrics overload VS meaningful insight
  Marketers are drowning in dashboards, but often can’t tell what matters. The group argues that clarity comes from asking the right questions, not obsessing over every vanity metric.
• Data as storytelling fuel
  Heather shares how the Australian Bureau of Statistics turns dry statistics into engaging content, from context-rich graphs to pop-culture tie-ins. Numbers alone bore people, but data in narrative form can spark curiosity and trust.
• Gut instinct isn’t dead
  Both Rene and Andrew stress that even in a hyper-measurable world, not every impact shows up in the numbers. Billboards, brand awareness, and creativity often work on timescales data can’t capture.
• First-party data is back in fashion
  With cookies fading, brands are rediscovering the goldmine of their own customer bases. The panel warns that mining this resource well means investing in consent, context, and meaningful use.
• The 2045 thought experiment
  If AI avatars flood the internet, how can marketers trust their audience data? The panel considers a future where “real” consumers and synthetic personas blur, raising existential questions about responsibility and ethics.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Video has dominated digital marketing for more than a decade — but the ground keeps shifting. In this episode of Hard Refresh, host Andrés López-Varela is joined by Nanda Gunnink (Managing Director, Studio Orange), Saira Manns (PR & Social Media Manager, Greyhound Australia), and Tanya Waite (Director of PR, Mainstay Media) to explore the changing craft of video.

From lo-fi user-generated clips to high-end brand storytelling, the panel unpacks how entertainment, education, AI, and streaming are reshaping the medium. They debate whether synthetic talent and automated workflows can ever replace human creativity, and what “television” will even mean by 2050 .

In this episode:

• Entertainment isn’t just humour
  Brands are learning that keeping audiences engaged means blending storytelling, relatability, and information, not just chasing jokes. Lo-fi, relatable clips often outperform glossy campaigns because they feel more human.
• Lo-fi VS high-production video
  From cyclone updates filmed on a couch to high-budget campaigns, the panel shows how context and purpose - not budget - should determine the style of production. The lines between user-generated content and professional advertising are blurring fast.
• Streaming, Connected TV and the new definition of television
  With YouTube, TikTok, and Netflix competing for living-room screens, the classic 30-second spot is losing dominance. The conversation highlights how TV ads must adapt internet sensibilities to stay relevant.
• AI-assisted video and synthetic talent
  Tools like CapCut and AI-generated avatars are speeding up production, but the group raises ethical questions around disclosure and whether audiences will accept non-human talent at scale.
• The pendulum of authenticity
  Just as Instagram’s polished aesthetic gave way to rough TikToks, the panel predicts cycles where audiences swing back to craving polish; a reminder that novelty, not just technology, drives audience taste.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Social media has been the beating heart of digital marketing for two decades — but is it already past its peak? In this episode of Hard Refresh, host Andrés López-Varela is joined by Eugene Healey (brand strategist, educator, and creator), Meg Coffey (Founder, State of Social), and Steph Edwards (Head of Social Content & Creative, WiredCo) to debate what the next 25 years hold. 

From video-first platforms and social commerce to the rise of AI “slop” and the decline of mainstream feeds, the panel explores whether we’re heading toward smaller niche communities, entertainment-driven platforms, or something stranger still .

In this episode:

• Video has become the structural backbone of social
  With TikTok and YouTube leading the shift, the panel argues that video isn’t just dominant, it’s now the native language of a generation raised on tablets and live-streaming their lives.
• Social commerce is booming in Asia but lagging elsewhere
  The guests unpack why TikTok Shop and Instagram Shopping thrive in some markets but crawl in others, pointing to cultural differences, banking infrastructure, and Australia’s slower adoption curve.
• AI influencers and synthetic content divide opinion
  Are they toys, novelties, or the next big channel? While some argue they’ll never replace human connection, others note their potential to function like brands in their own right.
• Mainstream feeds are hollowing out
  Facebook and Instagram are increasingly entertainment-first, while smaller platforms like Discord, BlueSky, and Snapchat are quietly becoming the real hubs of social connection.
• AI "slop" and the trust crisis
  From cat-mermaid videos to uncanny synthetic babies, the episode tackles the flood of low-grade AI content, asking what level of “fakeness” audiences will tolerate before tuning out altogether.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Branded content has long since blurred the line between marketing and media — but where is it heading next? In this episode of Hard Refresh, host Andrés López-Varela is joined by Amaury Treguer (Bread Agency), Kate O’Connor (Consultant, formerly BBC Studios/Bluey), and Keshnee Kemp (Founder, August One; former Head of Content, Woolworths) to debate whether audiences really care who’s behind the stories they consume. 

Together they tackle whether branded content undermines journalism, the rise of brands as entertainment platforms, and if subscription models could transform content from marketing into a business in its own right .

In this episode:

• Do audiences care who’s behind the content?
  The panel explores whether people still differentiate between editorial and branded, or if good content is simply good content, regardless of the logo in the end frame.
• Blurring lines between advertorial and editorial
  From recipes to expert guides, the guests discuss how brands can deliver credible, value-adding material without sliding into salesy advertorials that audiences immediately reject.
• The cultural gap left by shrinking media
  As traditional publishers struggle, brands are stepping into the void; are they offering a public service, or just chasing commercial opportunities? 
• The subscription frontier
  Could brands build paid content models like media companies and Substack writers, delivering exclusive experiences that audiences are willing to pay for? The conversation dives into what makes a true value exchange.
• Trust, crisis, and the long game
  From KFC’s infamous “FCK” bucket apology to CEOs fronting up directly on social, the panel examines whether branded content can rebuild trust when things go wrong — and why authenticity has to be more than a campaign.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Influence has evolved from glossy celebrity endorsements to TikTok dances, AI avatars, and micro-creators running their own economies. In this opening episode of Hard Refresh, host Andrés López-Varela sits down with Dan de Sousa (Quiip), Sharyn Smith (Social Soup), and Tyler O’Day (Empire State Realty Trust) to explore the future of influence. 

Together, they unpack how “authenticity” is becoming performative, why influence is more about cultural moments than follower counts, and what happens when AI influencers enter the mainstream. It’s a deep dive into how communities, creators, and technology will define trust in the decades ahead.

In this episode:

• Authenticity is no longer straightforward
  The panelists explore how raw, lo-fi content became the new standard during COVID, but how even that has already hardened into “performative authenticity.” What once felt spontaneous now risks being just another tactic.
• Cultural moments now matter more than reach
  Influence has shifted away from raw follower numbers toward creators who tap into the zeitgeist (like local personalities turned viral icons at the Empire State Building) and brands are learning to chase moments rather than metrics.
• AI influencers raise new ethical and creative questions
  From Brazil’s “Lu do Magalu” to fashion avatars on Instagram, synthetic creators are amassing millions of followers. The group debates disclosure, deception, and whether audiences care if their influencer is human at all.
• The shop-front economy of creators
  Affiliate codes, TikTok shops, and brand partnerships have blurred the line between community and commerce. Some influencers now function like storefronts, while others fight to maintain long-term trust by aligning only with brands they genuinely use.
• The future of trust and mental health
  From loneliness to scams, the panel raises concerns about how over-reliance on AI avatars and algorithmic influence might undermine digital literacy, media trust, and even wellbeing.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

For a quarter of a century, one industry has been quietly shaping how you see the world. That industry is digital marketing and, for 25 years, it's blended technology, media, advertising and entertainment into an unstoppable cultural force. But what's in store for the next 25 years of digital marketing? Join Andrés López-Varela and a cast of marketing leaders on Hard Refresh, a limited 10-episode series from State of Social, Australia's best marketing conference, to find out what trends, technologies, culture and controversies are likely to shape digital marketing over the next 25 years.