40. Creative strategy, curiosity, and courage with Catherine King

How can creative strategy, curiosity, and courage drive brand success in today's marketing landscape?

In Episode 40 of the B-Side, I speak with Catherine King, Chief Strategy Officer at Leo Burnett Australia. With over two decades of industry experience, Catherine's journey is remarkable. From her Western Sydney roots, influenced by a Taiwanese mother and a Scottish father, to her diverse career spanning journalism, startups, and advertising.

We explore Catherine's fascinating career, from securing VC funding during the dot-com era to advising the World Bank and even trying her hand as a chef. Dive into her deep and diverse insights, and her emphasis on resonating with customers' desires and beliefs, and tapping into emotions and values that truly connect with audiences.

Catherine also discusses balancing complexity and simplicity in advertising and the value of team collaboration in creating memorable campaigns. She highlights the need for strategy to complement creativity, enhancing creative freedom. We discuss how to provide value in advertising by solving customer pain points first. And the importance of believability, product authenticity, and trust for brands to better connect with their audiences.

This episode is a deep dive into the mind and life influences of a remarkable strategic leader. I hope you find it as thought-provoking as I did. Cheers.