{"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":"The Lamb Ad: Unpacking Australia's most anticipated ad of the year","slug":"the-lamb-ad-unpacking-australia-s-most-anticipated-ad-of-the-year","published_at":"2026-03-05T01:39:00+00:00","page_url":"https://stenobird.com/podcast/the-cmo-show-1096466/the-lamb-ad-unpacking-australia-s-most-anticipated-ad-of-the-year","show_page_url":"https://stenobird.com/podcast/the-cmo-show-1096466","url":"https://www.thecmoshow.impactinstitute.com.au/episodes/the-lamb-ad-unpacking-australias-most-anticipated-ad-of-the-year","audio_url":"https://traffic.libsyn.com/secure/thecmoshow/The_CMO_Show_Ep_245_-_Nathan_Low_1.0.mp3?dest-id=318104","summary":"What does it really take to keep one of Australia's most talked‑about campaigns culturally captivating every single year? In this CMO Show masterclass, Nathan Low, CMCO at Meat & Livestock Australia, lifts the curtain on the annual Lamb Ad. It's a deep dive into the creative mindset of this enduring cultural moment. We get a behind the scenes look at the process, which starts well before a single line is written, scanning the cultural landscape to understand what fee ls big enough to bring people together . Nathan hints at the six‑month rhythm , from exploring broad cultural territories to pressure‑testing concepts and why the Lamb brief stays constant even as the culture shifts around it. And here's the paradox every marketer w ants to create : in a world where most consumers pay to skip ads, Australians still make time for this one , waiting for the drop each January, sharing it and, more often than not, helping it jump borders and make global headlines. That kind of anticipation doesn't come from media spend; it comes from culture, comedy and craft and from an organisation willing to back brave ideas , knowing \"safe\" ones would be risk ier. Listen in if you want to know how to evolve your brand's marketing without losing the core, how to balance instinct with just‑enough research, and how to turn a campaign into a national conversation people choose to watch. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au","meta_description":"What does it really take to keep one of Australia's most talked‑about campaigns culturally captivating every single year? In this CMO Show masterclass, Na…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2619,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-cmo-show-1096466/episodes/the-lamb-ad-unpacking-australia-s-most-anticipated-ad-of-the-year/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/the-lamb-ad-unpacking-australia-s-most-anticipated-ad-of-the-year.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}