TMC Presents: The Marketing Clubhouse

In this episode of The Marketing Clubhouse, we’re joined by Duncan Shand, CEO of independent creative agency YoungShand and one of New Zealand’s strongest voices on brave, challenger-brand marketing.Duncan doesn’t believe in playing it safe - in fact, he thinks it’s the fastest way to disappear. We unpack why so many brands fall into “safe” marketing, how the industry became addicted to short-term promotions, and what it actually takes to create work that sticks emotionally and commercially.From defining the line between bold and reckless, to building teams and clients that back brave ideas, this conversation is a call-out (and a call-up) for marketers who know there’s a better way than discount-led growth.What we cover in this episodeWhat “playing it safe” actually looks like in modern marketingWhy brands get hooked on the “drug of promotion” — and the long-term costThe difference between bold ideas and reckless onesHow challenger brands can stand out without massive budgetsA real example of a campaign that felt risky — and what happened nextWhere brands should start if they want to shift from short-term to long-term thinkingHow to build team and client cultures that support brave creativeYou should listen if you're tired of discount-driven marketing and short-term thinking, you’re working on a challenger brand and need to stand out without a huge budget, or you’re trying to push for braver ideas in a room that defaults to “safe.”This episode will challenge your thinking and give you the confidence to back work that actually cuts through.

In this episode of The Marketing Clubhouse, we’re joined by Anna Henwood, CEO of Stickybeak and former CMO of Les Mills International. Anna is on a mission to make feedback a core part of the marketing process - not an expensive afterthought.We unpack why traditional research slows marketers down, how testing with real consumers changes the speed and confidence of decision-making, and why Anna believes you should “test the ingredients, not the cake.”This episode is a practical playbook for one-person marketers and small teams who want to move faster, waste less budget, and build marketing that actually resonates.What we cover in this episode:• Where feedback fits in the marketing cycle - and when to push for it• Why traditional research can produce jaded responses• The difference between testing in artificial environments vs real scroll contexts• What it means to “test the ingredients, not the cake”• How to build a living feedback loop as a solo marketer or small team• The key metrics small teams should watch weekly without drowning in dataYou should listen if… You’re a one-person marketer juggling everything, you’ve launched campaigns that “felt right” but didn’t land, or you want to move faster without blowing your budget.This episode gives you a simple, realistic framework for using feedback as a growth tool - not a blocker.

In this episode of The Marketing Clubhouse, we’re joined by Kim Voon, founder of Insight Online, who has spent over a decade helping New Zealand SMEs stop wasting money on digital marketing that looks good in reports but doesn’t drive sales. We unpack the most common mistakes small businesses make online - from “set and forget” websites to chasing shiny new platforms without fixing the basics. Kim shares what actually matters, which metrics owners should watch weekly, and how SMEs can hold agencies accountable for real commercial results. If you’ve ever looked at a marketing report full of clicks and impressions and thought, “But where are the sales?” - this episode is for you. What we cover in this episode • The top three digital marketing mistakes SMEs consistently make • Why “set and forget” marketing quietly kills growth • The fundamentals businesses should fix before spending another dollar on ads • The disconnect between agency reports and actual revenue • The key metrics SME owners should track weekly (and why most don’t) • What small businesses really need to know about the future of digital advertising You should listen if… You’re a small business owner tired of marketing that feels busy but not profitable. You’re working with an agency and not sure what “good” actually looks like. Or you’re a marketer who wants to focus less on vanity metrics and more on commercial impact. This episode cuts through the noise and brings digital marketing back to what it should be about - sustainable sales.

In this episode of The Marketing Clubhouse, we sit down with Lara Acosta - LinkedIn-first personal brand strategist and one of the platform’s fastest-growing creators. Lara went from unknown student to industry authority by treating content like a long-term asset, not a side hustle. We talk about the difference between visibility and memorability, why personal branding in 2025 is less about influence and more about leverage, and how to build something sustainable without pretending to be someone you’re not. This conversation is equal parts mindset and mechanics - from why most people start for the wrong reasons to what “day one” actually looks like depending on where you are in your career. What we cover in this episode The shift that made Lara realise personal branding could change her life Why chasing visibility without clarity leads to being forgotten The real risk of not building a personal brand in 2025 (even if you love your job)How to know if you’re building a brand for the wrong reasons Lara’s SLAY framework - and how to apply it when you think you have nothing interesting to say What consistency actually looks like when you’re busy, tired, and doubting yourself How to decide what parts of your story to share - and what to keep private You should listen if… You’ve thought about building a personal brand but feel behind. You’re visible but not memorable. Or you secretly know your story could open doors, but you’re still hiding behind a logo. Whether you’re a student, mid-career marketer, or senior leader who’s never posted, this episode breaks down how to start strategically - without becoming an influencer caricature.

In this episode of The Marketing Clubhouse, we’re joined by Kathryn Sanford, a personal brand coach for senior women professionals who helps her clients move from feeling invisible to being influential. Kathryn works with women who’ve built decades of experience - yet quietly question their relevance, confidence, or visibility. We unpack why confidence can shrink as experience grows, what’s happening in our brains when we start to reframe how we see ourselves, and why personal branding feels so uncomfortable (especially if you’ve been a long-time LinkedIn lurker). Kathryn shares practical rewires for self-doubt, how to show up authentically without turning into a “tech bro thought leader,” and why believing your story privately matters before telling it publicly. What we cover in this episode • Why many women redefine themselves by titles - and the first mindset shift required before posting online • The neuroscience behind self-reframing and how it changes how we show up • Why personal branding feels “icky” and the mental effort required to push through • How to handle workplace self-doubt when colleagues notice your visibility • The risk of outsourcing your story — and what we lose when we do • Patterns Kathryn sees in women who successfully reinvent themselves mid-career You should listen if… You’re a senior professional who feels like your experience isn’t translating into visibility, you’ve thought about showing up on LinkedIn but keep hesitating, or you’ve quietly wondered, “Who am I to talk about this?” This episode is a powerful reminder that confidence isn’t about volume - it’s about belief. And that it’s never too late to reclaim your voice.

In this episode of The Marketing Clubhouse, we’re joined by Tom Horton, Marketing Manager at Phantom Billstickers - New Zealand’s street poster powerhouse. While most brands chase screens and scrolls, Phantom Billstickers is doubling down on large-scale wall takeovers, tactile media, and creative activations that stop people in their tracks.We unpack why OOH still delivers unique value in a digital-saturated world, how sustainability is shaping Phantom’s positioning, and how physical campaigns can spark online momentum. This is a conversation about creative constraint, brand storytelling in public spaces, and why offline media might be more powerful than ever.What we cover in this episodeWhy OOH and street posters are seeing a resurgence in a digital-first eraWhat types of campaigns work best in physical public spacesHow Phantom communicates sustainability credentials without sounding performativeDesigning poster campaigns that spark UGC and social momentumTurning creative constraints into bold activation ideasHow to measure ROI and impact in outdoor mediaBalancing national scale with hyper-local cultural relevanceYou should listen if you’re a marketer who lives in dashboards and performance metrics and want to rethink the role of physical media, or you’re curious about how offline can amplify digital - not compete with it.This episode is a reminder that not everything powerful lives behind a screen.

In this episode of The Marketing Clubhouse, we’re joined by Michaela Egbers, a marketer who’s spent the last decade helping startups, scale-ups, and creative brands turn strategy and storytelling into real growth. From being the first marketing hire at Icehouse Ventures to now leading marketing at Ideally, Michaela shares what it takes to build credibility, community, and cut-through in crowded ecosystems.This conversation explores how strong storytelling scales across founders, investors, marketers, and researchers and why retention, purpose, and clarity matter just as much as acquisition. It’s a practical, thoughtful look at how modern marketing works when you’re building for the long term.What we cover in this episodeHow to balance credibility and aspiration when storytelling for founders, investors, and scale-upsWhy retention and community marketing are critical—and what CMOs can learn from ecosystem-led brandsThe role of copywriting across the full funnel, from first touch to long-term engagementHelping startups evolve from product-led pitches to purpose-driven brands without losing commercial focusThe difference between ecosystem marketing and product marketing and how to avoid diluted messagingWhich marketing metrics actually matter when scaling platforms, communities, and modern SaaS brandsYou should listen if you're a marketer, startup founder, or brand leader looking to scale your impact through storytelling, strategy, and community.

In this episode of The Marketing Clubhouse, we’re joined by Cat Emerson, Chief Customer Officer at Kernel Wealth and one of the company’s very first hires. Cat shares what it really looks like to build a brand from the ground up in a fintech startup—far beyond the glossy startup stereotypes. From moving out of big corporate marketing roles into early-stage chaos, to realising that trust (not financial products) is Kernel’s true value proposition, this conversation unpacks the realities of marketing in a highly regulated, emotionally charged category. It’s an honest look at money, trust, and what it takes to grow a brand when the stakes are high.What we cover in this episodeThe reality of being an early startup hire and how it differs from the “startup glamour” narrativeTransitioning from corporate marketing into a startup and what surprises most marketersGrowing with the business: lessons from moving from early hire to Chief Customer OfficerWhy trust—not funds or features—is Kernel’s most important productTackling money shame and deeply ingrained financial myths in New ZealandFinding creative marketing opportunities in a tightly regulated fintech environmentIf you’re a marketer navigating a high-trust, high-risk category where getting it wrong really matters, this episode is for you. From anyone working in fintech, finance, or regulated industries, or for marketers who want a realistic view of what “building from scratch” actually looks like.

In this episode of The Marketing Clubhouse, we sit down with Fiona Cortis, Head of Marketing at Blunt Umbrellas, to unpack how one of the most functional product categories has been transformed into a globally aspirational brand. From leading Blunt’s bold 2023 rebrand to balancing long-term brand equity with performance marketing, Fiona shares practical lessons from building a Kiwi brand on the world stage. The conversation dives into metrics, creativity, AI, and the habits that help marketers build brands that actually last.We unpack:How Blunt redefined umbrellas from a purely practical product into a stylish, emotionally driven brandScaling a global brand across NZ, Australia, the UK and the US - without losing Kiwi authenticityBlending long-term brand building with short-term performance marketing (and why you need both)Using metrics to track brand health and digital performance in a data-led, realistic wayWhen tactical activations like DOOH and weather-triggered ads work - and when they don’tThe role AI plays in modern marketing teams, from creative experimentation to efficiency gainsThis episode is for marketers who want to build brands that stand out in unexpected categories - without losing sight of performance. If you’re navigating the tension between long-term brand building and short-term results, scaling a brand internationally, or trying to make “boring” products feel desirable, Fiona’s insights are practical, honest, and immediately useful.You’ll walk away with clear thinking on how to balance creativity with data, experiment without gimmicks, and build resilient brands that last beyond the latest trend.