When was the last time a bank ad made you smile, or even think twice before spending? In this episode of Canned, hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) sit down with Allie and Georgia from Westpac New Zealand to unpack how a bank known for caution turned heads with scarily creative campaigns. From hangover drinks to haunted houses, this episode proves finance marketing doesn’t have to be boring. 💡 What You’ll Learn in This Episode • Turning Financial Education into EntertainmentHow Westpac’s marketing team made topics like credit cards and spending habits engaging for Gen Z. • The Power of “Edutainment” in BankingWhy blending financial literacy with humour and creativity builds long-term brand consideration. • Behind the Scenes of “Avoid a Black Friday Hangover”Inside the TikTok-led campaign that encouraged smart spending — not just more spending. • Creating the “House of Credit Card Horrors”How Westpac transformed credit anxiety into a spooky, shareable experience — complete with live actors and jump scares. • Building Trust with a Risk-Averse BrandNavigating stakeholder nerves, risk appetites, and creative sign-offs inside a big bank. • Measuring the Impact of Creative CourageHow the team linked impressions, engagement, and education metrics to real business outcomes. • The Role of Agencies in Bold IdeasHow collaboration between Saatchi & Saatchi, Spur, and Westpac’s team brought cinematic creativity to banking. 💬 Bonus Nuggets 🧠 Brain fuel, not booze: The team literally brewed a “spending clarity” drink with Kiwi brand Ārepa. 🎭 Spookers came to play — professional scare actors helped bring the “House of Credit Card Horrors” to life. 📱 The campaigns found Gen Z where they live: TikTok, YouTube, and TVNZ OnDemand. 💬 The phrase “financial hangover” landed hard — tested insights showed it resonated across age groups. 🏆 Expect to see these campaigns on next year’s award circuit. 🎧 Why Listen? If you think banking marketing is all interest rates and fine print, this episode will change your mind. Banking Gets Brave is a masterclass in turning dry financial topics into relatable, culture-driven storytelling. Whether you’re in finance, B2B, or just want to see how bold creative thinking can thrive in a conservative industry, you’ll walk away inspired (and maybe a little scared) to push your next idea further. 🕒 Chapters 00:00 – Welcome to CannedBen and Steph introduce the episode and guests from Westpac NZ. 01:00 – Meet Allie & GeorgiaHow they collaborate across propositions, campaigns, and creative execution. 02:30 – The Birth of “Avoid a Black Friday Hangover”Identifying a Gen Z opportunity in financial wellbeing and impulse spending. 05:00 – TikTok Meets Financial LiteracyWhy Westpac chose social-first storytelling to educate without preaching. 09:30 – From Screens to StoresPartnering with Ārepa and MediaWorks for a real-world activation. 12:00 – Balancing Creativity and ComplianceHow the team won internal support for an education-led campaign. 18:00 – Enter the “House of Credit Card Horrors”Transforming credit fear into an immersive, horror-inspired experience. 23:00 – Inside the Haunted ActivationSpookers, Spur, and how to run a safe, scary live event. 28:00 – Amplifying the ExperienceSocial sharing, earned media, and turning an activation into content gold. 33:00 – What the Data RevealedSurprising insights into Gen Z credit behaviour and what they learned. 36:00 – Final ThoughtsThe case for creative bravery in banking — and a hint at awards to come. 38:00 – Ben & Steph Wrap UpReflections, favourite banks, and a teaser for next week’s episode on TMC Marketers Day.

Recorded live at South by Southwest Sydney, hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) take the Canned the Marketing podcast to the stage for the first time. Joined by Alex Holden (EVT Group GM, Brand & Customer) and Matt Meffan (Aether AI), they debate the future of marketing, where does AI help, where does it hurt, and why the human element still matters most. AI Adoption vs. Human AdvantageHow leading brands like EVT are embracing AI tools without losing their human touch. From Efficiency to EmpathyWhy marketers must balance automation with emotion to build trust and connection. Synthetic Data: Hype or Help?When AI-generated data might replace research… and when it absolutely shouldn’t. Where AI Stops, Humans StartWhy storytelling, creativity, and judgment remain irreplaceable marketing skills. The Real-World PushbackHow customers’ desire for real, tangible experiences is reshaping brand strategy post-AI boom. Bonus Nuggets ChatGPT’s new human-centred ad campaign - proof that even AI markets with emotion. A 92-year-old’s holiday planned by ChatGPT (and approved by her granddaughter). The surprising statistic linking 92 % of U.S. GDP growth this year to AI-adjacent firms. Why “lazy AI” work is already being punished by audiences - and what to do instead. The Opera House “deepfake” experiment that fooled half of LinkedIn. Why Listen? This lively SXSW special captures the tension and excitement marketers are feeling right now. It’s smart, grounded, and funny, where optimism for AI meets the realism of seasoned marketers who’ve seen hype cycles before. If you’ve ever wondered where the line is between AI efficiency and human creativity, this episode gives you the frameworks (and the laughs) to find it.     

What makes packaging more than just a box? In this episode, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) unpack the power of packaging as a strategic marketing tool. From Louis Vuitton to Telegraph Hill, they explore how design, psychology, and sustainability all influence what we buy - and how great packaging can become a brand’s most valuable asset. What You’ll Learn in This Episode Why Packaging Is Marketing, Not Just Design Steph and Ben break down how packaging drives brand recognition, positioning, and customer loyalty, especially at the shelf. How Distinctive Assets Are Built Through Form and Colour From Tiffany blue to Toblerone triangles, discover why shape and colour consistency matter as much as your logo. The Psychology Behind Premium vs. Value Cues How subtle design decisions like fonts, finishes, and materials can signal luxury, value, or everyday practicality to consumers. When Simplicity Becomes the New Luxury Why the modern premium aesthetic has shifted from ornate to minimal, and what that means for brand differentiation. Packaging in the Wild: Retail vs. E-Commerce How in-store cues differ from online presentation, and why the unboxing experience has become part of the marketing mix. The Sustainability Paradox Can brands balance beauty, functionality, and environmental responsibility, or are we still stuck in the “greenwashed” zone? The Business of Costing and Design Hierarchy Inside the marketer’s toolkit for balancing design ambition with margin realities and why hierarchy matters on a crowded shelf. Bonus Nuggets Ben’s candle obsession and the Ponsonby shelf art test for premium design. The unboxing craze — and how Labubu and Apple changed how we think about product reveals. Why Pals pastel cans redefined an entire RTD category in New Zealand. Why Listen? If you’ve ever wondered why people keep perfume boxes or display Louis Vuitton ribbons, this episode will change how you see packaging forever. Steph and Ben dive deep into the art and economics of design - where aesthetics meet strategy and every label, box, and bottle tells a brand story. Whether you’re a marketer, founder, or just someone who loves beautiful things, you’ll walk away seeing packaging as your brand’s silent salesperson.

Steph’s bruised from a spa mishap, Ben’s beard is thriving, and together we’re diving into one of marketing’s most overlooked weapons: print. From junk mail raids and luxury packaging to phygital QR hacks and Hell Pizza hydroponic billboards, this episode smashes the myth that print is yesterday’s news. We get into: Print’s Comeback – Why mailers, street posters, and in-flight mags cut through in ways digital just can’t. Sustainability Myths – Is print really less green than AI prompts and server farms? (Spoiler: not always). Luxury Cues – From Tiffany boxes to Apple unboxings, how packaging and embossing create brand desire. Phygital WTF? – How QR codes, AR, and personalization are blending the physical with the digital. Award-winning Stunts – Behind the scenes of Hell Pizza’s Doobious hydroponic billboard and why creative OOH still wins attention. Gen Z & Digital Fatigue – Why even the youngest audiences are craving something tactile. Plus, we swap horror stories of folding pamphlets for peanuts, confess to junk mail theft , and debate the line between smart merch and branded landfill. If you’ve ever written off print as “old school,” this ep will flip your thinking. 👉 Next week we’re unpacking packaging – from blind boxes to Tiffany’s blue box obsession. Don’t miss it.

Strap in, marketers. This week, Ben van Rooy (Human Digital) and Stephanie Quantrill (Cue Marketing) take you behind the closed doors of the C-suite to unpack the most misunderstood, and arguably most exciting, role in business: the Chief Marketing Officer. From career pathways to power plays, bold calls to boardroom politics, this episode is your masterclass in what it takes to thrive as a CMO. What You’ll Learn in This Episode The CMO’s Seat at the Table: Why being in the exec team (not just near it) is non-negotiable. Career Moves That Count: Why sideways steps into sales, ops, or finance can turbocharge your marketing career. Customer at the Core: How top CMOs embody the voice of the customer – and bring it right into the boardroom. Bold Calls & Risky Business: Why great CMOs aren’t afraid to pivot, back themselves, and sometimes crash spectacularly. Power Dynamics: The real truth about managing your CEO, befriending your CFO, and building a leadership team that trusts you. Tenure & Turnover: Why some CMOs thrive for decades while others bounce every 3 years. Pro Tips for Aspiring CMOs: From reading a P&L to balancing brand vs. performance, Ben and Steph drop the wisdom you need to step up. Bonus Nuggets HubSpot Connect highlights – and why cutting the clutter matters. The rise of AI in marketing (and why it’s harder than YouTube makes it look). Ads on your fridge? Samsung thinks so. SXSW Sydney preview + Mo Gawdat’s vision of AI dystopia vs. utopia. Cannes Lions 2026 early hype. Why Listen? Because if you want to move from “colouring in” to being the growth engine of the business, this is the roadmap. No fluff. No fencesitting. Just the raw truth about what it takes to be a kick-ass CMO. Chapters   00:00 Weekend Highlights: World of Wearable Arts 02:56 Insights from HubSpot Connect 06:08 Innovative Business Models and Leadership 08:49 The Future of Advertising: Smart Fridges 11:57 Excitement for South by Southwest 14:48 The Role of the Chief Marketing Officer 17:50 Defining the CMO's Responsibilities and Challenges 23:20 The Role of a CMO: Balancing Business Acumen and Customer Focus 27:42 Leadership Challenges: Risk, Trust, and Decision-Making 30:09 Transitioning to CMO: From Execution to Influence 33:49 Navigating Relationships: The Importance of Cross-Functional Trust 36:47 The Tension of Marketing Goals vs. Business Objectives 39:45 CMO Tenure: Fresh Perspectives vs. Long-Term Impact   Got feedback? Email us:   Ben Van Rooy - ben@cannedmarketing.com Steph Quantrill steph@cannedmarketing.com  Website: www.cannedmarketing.com  Instagram: @cannedmarketing 

In this episode, Ben van Rooy and Stephanie Quantrill explore the various structures of marketing teams within organisations, discussing the pros and cons of agency versus in-house setups. They delve into the importance of aligning marketing teams with business goals and the challenges of maintaining brand consistency while allowing for local market adaptations. The conversation also touches on the dynamics between marketing and sales, the role of leadership in supporting marketing efforts, and the need for creativity and data-driven decision-making in marketing.    We love hearing feedback so get in touch with us at: Ben Van Rooy: ben@cannedpod.com  Stephanie Quantrill: steph@cannedpod.com  Find us on: Linkedin: https://www.linkedin.com/company/cannedmarketing  Instagram: @cannedmarketing 

This week Steph and Ben dive deep into the biggest night on New Zealand’s marketing calendar – the YouTube NZ Marketing Awards. From standout campaigns like Vogel’s brand acts and the bold work from the NZ Herpes Foundation, to Spark’s Supreme win, they unpack what made the winners shine and why these awards matter for the industry. You’ll also hear: Behind-the-scenes stories on what it really takes to enter (and survive) the awards process How judging works and why the process is more rigorous than many think The tension between B2C and B2B categories – and whether B2B gets enough recognition A candid take on the cost of attending and who really benefits Why consistency (hello Stickman) can sometimes be the bravest marketing strategy of all Packed with anecdotes, insights, and a little controversy, this episode is your all-access pass to the night that celebrates the best in New Zealand marketing.

Summary In this episode, hosts Benn and Steph discuss a pizza launch at Hell Pizza and insights from recent marketing events focused on AI. They touch on cultural moments like Taylor Swift's engagement, the pitfalls of AI in advertising, and the rise of Spotify and YouTube in the podcasting space. The conversation shifts to the addictive nature of Labubu toys and the critical role of research in marketing strategies. They explore various research methods, the importance of customer feedback, and the integration of AI in marketing research, concluding with a reminder to prioritise research for successful marketing outcomes. Takeaways Research is essential for making data-driven decisions.AI is evolving, but authenticity in branding is crucial.Cultural moments can significantly impact marketing strategies.Brands must be cautious when using AI in advertising.Spotify and YouTube are now the leading platforms for podcasts.Labooboo toys highlight trends in consumer behaviour.Effective research can save businesses from costly mistakes.Engaging with customers directly provides valuable insights.Utilising AI can enhance research, but it should be fact-checked.Continuous research is vital for adapting to market changes. Titles Weekend Catch-Up: Personal Updates and Marketing InsightsAI in Marketing: Key Takeaways from Recent Events Sound bites "Brands getting in trouble for using AI.""Labooboo is unlikely to have longevity." Chapters 00:00 Weekend Catch-Up and Personal Updates03:00 AI in Marketing: Insights from Recent Events05:52 Cultural Moments: Taylor Swift and Travis Kelsey08:57 AI Missteps: J.Crew's Advertising Blunder09:57 Podcasting Trends: Spotify and YouTube Overtake Apple10:56 Labooboo: The Addictive Collectible Phenomenon14:54 The Importance of Research in Marketing20:06 Qualitative vs Quantitative Research: Understanding the Differences21:30 The Importance of Testing in Marketing24:44 Innovative Research Tools and Techniques30:35 Customer-Centric Approaches to Research35:45 DIY Research Methods and Resources39:25 The Role of AI and Synthetic Data in Marketing43:43 Integrating Research into Marketing Strategies   Keywords marketing, AI, research, cultural moments, podcasting, consumer insights, branding, Labooboo, Hell Pizza, Taylor Swift

In this episode, Steph and Ben discuss their personal experiences in the marketing field, exploring various career paths, dream jobs, and the importance of networking.   They delve into the differences between agency and in-house marketing roles, the role of recruiters, and the significance of mentorship.    Key takeaways Dream jobs in marketing can vary greatly. The importance of both networking and mentorship for a great career in marketing. How to harness the power of Linkedin. How to find the path that is right for YOU Chapters 00:00 Introduction and Exciting Plans 03:02 Work Updates and Marketing Workshops 05:59 Diverse Career Paths in Marketing 09:08 Dream Jobs and Career Highlights 11:56 Exploring Marketing Pathways 14:57 In-House vs Agency Marketing 17:56 Finding the Right Fit in Marketing Careers 20:57 Leadership and Career Decisions 22:48 Navigating Career Stages and Challenges 24:24 The Agency Experience: Pros and Cons 26:28 Freelancing and Consulting: A Flexible Path 27:58 Finding the Right Work Environment 31:09 The Role of Recruiters in Career Development 36:12 Networking: Building Relationships for Success 39:14 The Importance of Mentorship 41:29 Preparing for Your Next Career Move   Links: What Colour is Your Parachute?

In this episode, Steph and Ben explore the evolving role of events in modern marketing. From media fragmentation and AI breakthroughs like ChatGPT-5 to practical event strategies, they discuss how marketers can better connect with audiences and maximise engagement. They share lessons from both B2B and B2C contexts, including unexpected wins like a cheese brand at a boat show, and emphasise why audience context, face-to-face interactions, and post-event follow-up are critical to success. The conversation also features insights from Spark Accelerate, with guest Daz Martin offering a behind-the-scenes look at how owned events can shift brand perception, leverage technology, and create lasting value through content repurposing and KPIs. The episode wraps up with a preview of what’s next: career opportunities and pathways for marketers navigating today’s fast-changing landscape.

Summary In this episode, Ben and Stephanie discuss the evolving landscape of marketing with a focus on AI's impact. They explore social media bans, controversial marketing campaigns, and the role of AI in content creation and search. The conversation highlights practical applications of AI, insights from Procter & Gamble's research, and the future of marketing in a world increasingly influenced by AI agents. Takeaways AI is becoming ubiquitous in marketing and business.Social media bans are being considered in various countries.Controversial ads can reignite brand conversations.AI can serve as a valuable assistant in marketing tasks.Content creation is being transformed by AI tools.Deep content is essential for effective AI search.Procter & Gamble's research shows AI can enhance efficiency.Organisations must navigate AI policies carefully.AI agents may change the way we shop and interact with brands.The future of marketing will involve adapting to AI advancements. Sound bites "AI is everywhere, it's part of work.""AI isn't coming, it's already here.""The internet is turning into a slop." Chapters 00:00 Friday Vibes and Weekend Plans02:04 Social Media Bans and Their Implications05:01 Controversial Marketing Campaigns08:11 The Rise of AI in Marketing14:03 AI's Impact on Content Creation19:45 AI in Search and Brand Discovery30:33 The Evolution of AI and SEO33:43 The Future of Search: Voice and Image37:08 Understanding AI Agents40:11 The Role of AI in Marketing43:36 Embracing AI in Business   Keywords AI, marketing, social media, content creation, Procter & Gamble, search, digital marketing, technology, advertising, innovation

In this episode of Canned - the Marketing Podcast, hosts Ben van Rooy and Steph Quantrill discuss the challenges and strategies in marketing, particularly focusing on what to do when faced with budget cuts. They explore the importance of creativity, the impact of celebrity endorsements, and the necessity of building strong relationships with customers and partners.    Takeaways Budget cuts are a common challenge in marketing. Scarcity can drive consumer interest and engagement. Celebrity endorsements can turn a negative situation into a positive PR opportunity. Marketers should be proactive in managing budgets and expectations. Building relationships with customers is crucial for long-term success. User-generated content can be a cost-effective marketing strategy. Data analytics is essential for demonstrating marketing effectiveness. Maintaining visibility in the market is important during budget cuts. Understanding your audience is key to effective marketing.

Join Ben and Steph as we cover the latest genius PR stories, cap off our week and dive into the latest news in Marketing.  We break down what it really takes to win a Cannes Lion - with insights straight from the jury room. 

Join Ben and Steph on the first ever episode of Canned Pod as they break down the full Cannes Lions experience.  What it's like to go solo, what it takes to get there, and how to make the most of the festival experience.