Live from Adobe Summit: Three conversations redefining modern marketing

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1. 

   S1 · E256 · 20 Aug 2026 · 26 min

   Validation Nation: Why Reddit is Winning in the Age of AI

   We live in an era of information abundance. AI can answer almost any question instantly. Search engines deliver endless results. Yet consumers have never been less certain about what to trust. That's where Reddit believes the next great marketing opportunity lies. In this episode of The CMO Show , Mark Jones sits down with Hayley Saddleton, Country Lead of Business Marketing for Reddit ANZ , to unpack the rise of the "validation economy" : a world where people discover through algorithms but make decisions through human reassura nce. As AI-generated answers become ubiquitous, consumers are…

2. 

   S1 · E255 · 5 Aug 2026 · 34 min

   How Tourism Tasmania turned a weakness into a brand asset

   What happens when a tourism brand stops apologising for its perceived weaknesses and turns them into its greatest strength? In this episode of The CMO Show , host Mark Jones sits down with Lindene Cleary, Chief Marketing Officer at Tourism Tasmania, to unpack the strategy behind one of Australia's most distinctive and effective destination marketing platforms: Come down for Air and its Autumn/Winter extension, The Off Season . Now in its sixth year, the The Off Season campaign has helped transform winter from a traditional tourism challenge into a compelling reason to visit Tasmania. Lindene…

3. 

   S1 · E254 · 23 Jul 2026 · 23 min

   Marketing lessons from the Social Media capital of the world

   In this episode, Mark Jones sits down with Emmanuel Cruz, Assistant Vice President of Digital Marketing at Philippine Airlines, to explore how the 85-year-old airline is transforming for a digital-first future. Cruz paints a fascinating picture of the Philippines' social landscape, where Facebook, Instagram and TikTok aren't just channels , they're part of everyday life, shaping how people discover, connect and buy. He shares how Philippine Airlines has shifted to a platform-first strategy, creating different content for different audiences: Facebook for the mass market, Instagram for…

4. 

   S1 · E253 · 9 Jul 2026 · 37 min

   The Trust Deficit: What Marketers Must Do Next

   T rust is rising in Australia according to this year's Trust Barometer , but so is anxiety, division and scepticism. In this episode of The CMO Show, Mark Jones is joined by Jo Osorio, Chief of Staff & Interim CEO of Edelman Australia, and Paula Cowan, Managing Director of ImpactInstitute , to unpack th is year's findings and explore what they mean for marketers, communicators and business leaders . The conversation examines a growing paradox. While trust in government and media continues to decline, employers and businesses continue to be seen as the most reliable institutions in people's…

5. 

   S1 · E252 · 24 Jun 2026 · 26 min

   From Tradies to Trending: The Reece Reinvention

   How do you evolve a 100-year-old trade brand into a modern, design-led retail powerhouse? In this episode of The CMO Show , host Mark Jones sits down with Jessica Park, CMO of Reece Group, to explore the art of balancing legacy with bold transformation. Reece has long been synonymous with Australia's plumbing and trade sector, built on trust, quality, and deep relationships with tradies . But the brand is expanding beyond its B2B heritage, embracing a B2C and B2B2C future driven by design, innovation, and seamless omnichannel experiences. At the centre of this evolution is a reimagining of…

6. 

   S1 · E250 · 14 May 2026 · 25 min

   Simplifying one of marketing's most complex customer journeys: Choosing a university

   Recorded at Adobe Summit 2026, this episode of The CMO Show features Yasmin Spencer, Director of Marketing at Western Sydney University, unpacking the research-led reset reshaping one of marketing's most complex paths to purchase – choosing a uni . After extensive domestic and international research, Yasmin and her team uncovered a clear shift in how students choose where to study. More than half of the top 15 decision drivers now centre on outcomes, specifically how likely a university is to help them land a job. The degree is no longer the product. The destination is. But the defining…

7. 

   S1 · E249 · 30 Apr 2026 · 23 min

   Snags, Red Shirts & Culture: Unpacking the Bunnings effect

   From the iconic sausage sizzle to i t s team of red shirts and partnerships with Vegemite and Bluey, Bunnings isn't just a brand... it's a staple of Australian culture . Recently named Australia's most trusted brand by Roy Morgan, the warehouse giant is s upported by a seriously deliberate marketing machine focused on community engagement . Recorded live on the shop floor, this episode of The CMO Show sits down with Justine Mills, General Manager of Marketing at Bunnings, to unpack how a hardware store has become part of Australia's cultural fabric. This isn't about glossy campaigns or…

8. 

   S1 · E247 · 16 Apr 2026 · 37 min

   Designing brands for Machine Customers

   Your customers aren't just human anymore. They're machines...and they're already making decisions about your brand. Agentic commerce is here, and it's predicted to account for $300B–$500B in sales by 2030. Brands that design only for humans are already silently losing billions. In this episode of The CMO Show, we talk to author of [descriptor] book, Machine Customers , Katja Forbes. They are joined by Gurvinder Singh, CMO at Altimetrik, which is putting Katja's principles into action. Together they unpack the next tectonic shift in marketing: AI agents as buyers, validators, and gatekeepers.…

9. 

   S1 · E246 · 2 Apr 2026 · 34 min

   How to stay sane in the AI chaos with Cameron Partridge

   Want to know why marketers need to stop trying to keep up with AI? How about what they should focus on? In this episode , Cameron Partridge , the Australian growth leader who helped scale Invisible Technologies into a $2 billion unicorn , talks staying focused in the AI noise. Across brand crede ntia li sation t he death of channel specialists , the rise of systems thinkers, and the danger of chasing shiny tools, the new Humanforce growth officer shares a simple message: GenAI hasn't changed the fundamentals of marketing. It's just made the m harder. From working with Google, M eta and…

10. 

    S1 · E245 · 19 Mar 2026 · 30 min

    Rethinking Creativity with Accenture Song's Nick Law

    Live from the Adobe AI Forum, this episode is your front‑row seat to a creative reboot with Nick Law, Accenture Song's Chief Creative Chairperson, Aussie expat and veteran of Apple , Publicis and R/GA . Nick argues that the real opportunity with AI isn't found at the extremes. It lives in what he calls the "missing middle" the space between systems‑obsessed strategists and wildly expressive creatives. It's a space most organisations have let collapse, and rebuilding it will be the differentiator. The marketers who thrive will be the ones who can finally stitch those worlds back together. And…