{"podcast":{"title":"The CMO Show","slug":"the-cmo-show-1096466","podcast_index_feed_id":1096466,"rss_url":"https://thecmoshow.libsyn.com/rss","website_url":"https://www.thecmoshow.impactinstitute.com.au/","image_url":"https://static.libsyn.com/p/assets/3/1/5/e/315e06d62d97099316c3140a3186d450/CMO_Profile_Image.jpg","author":"ImpactInstitute","episode_count":253,"summary":"How do the leaders of APAC brands use purpose-driven storytelling to bring their big ideas to life, achieve communications goals, drive better business outcomes, and live out a purpose beyond profit? The CMO Show is an award-winning marketing podcast, brought to you by ImpactInstitute, in partnership with Adobe. Each episode features industry insights from a marketing or business leader on strategy, creativity, measurement, evaluation, and more. *ANZ Winner - 2020 CMS Asia Award for 'Best Use of Audio Content' *National Winner - 2019 Australian Marketing Institute Award for 'Marketing Excellence in Content Marketing' *National Winner - 2019 Mumbrella NeXt Award for 'Content Marketer' (Executive Producer Charlotte Goodwin) *National Finalist - 2019 Australian Podcast Awards Founded in 2015, The CMO Show podcast is hosted by chief storyteller, speaker and author, Mark Jones. Mark is the Chief Storyteller at ImpactInstitute, and has more than 20 years' experience in professional storytelling as a journalist, editor, publisher and speaker, working with iconic brands including Coca-Cola, Microsoft, Google, Telstra, Adobe and Fairfax. ImpactInstitute is an impact advisory firm offering…","last_synced_at":"2026-07-09T14:21:13.429585+00:00","page_url":"https://stenobird.com/podcast/the-cmo-show-1096466"},"episode":{"title":"Snags, Red Shirts & Culture: Unpacking the Bunnings effect","slug":"snags-red-shirts-culture-unpacking-the-bunnings-effect","published_at":"2026-04-30T05:20:00+00:00","page_url":"https://stenobird.com/podcast/the-cmo-show-1096466/snags-red-shirts-culture-unpacking-the-bunnings-effect","show_page_url":"https://stenobird.com/podcast/the-cmo-show-1096466","url":"https://www.thecmoshow.impactinstitute.com.au/episodes/snags-red-shirts-culture-unpacking-the-bunnings-effect","audio_url":"https://traffic.libsyn.com/secure/thecmoshow/The_CMO_Show_Ep_249_-_Justine_Mills_1.0.mp3?dest-id=318104","summary":"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 influencer deals. It's about why the person in the red shirt knows more than any brand ambassador ever could and how Bunnings has built systems to let real frontline expertise lead the marketing. Justine dives into the Red Shirt Content Creator program, how everyday team members have bec ome trusted creators, and why its inhouse content engine, Hammer Media , works not just as a retail media network, but as a credibility gener ator . You'll hear how Bunnings captures real in ‑ store moments and resists polishing them into something unrecognisable. No hype. No hard sell. Just useful help, delivered in the same tone Australians have trusted for decades. For CMOs navigating growth and authenticity in an era of performance metrics and attribution, this episode breaks it down: how do you scale without losing soul? How do you drive a sector without feeling corporate? And how do you make marketing feel less like marketing and more like part of the community you serve? It's rare look at how one of Australia's most iconic brands earns trust, keeps it, and proves that the most powerful marketing strategy still starts on the shop floor… preferably near the snag stand. This episode is brought to you…","meta_description":"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 Austr…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1379,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-cmo-show-1096466/episodes/snags-red-shirts-culture-unpacking-the-bunnings-effect/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-cmo-show-1096466/snags-red-shirts-culture-unpacking-the-bunnings-effect.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}