Stop ‘changing stuff for the sake of changing stuff’: NAB CMO on Nine’s Roll the Dice on Creativity
In the latest episode of Roll the Dice on Creativity, a brand new series from Powered by Nine, Mumbrella and the AANA, NAB’s Suzana Ristevski sits down to discuss taglines, standing out from the crowd, and the importance of long-term brand recognition.
In the penultimate episode of this season of Nine’s Roll the Dice on Creativity, Suzana Ristevski, executive group marketing CMO at National Australia Bank, shares her thoughts on what makes a truly memorable brand.
When it comes to the long-term vs short-term marketing debate, Suzana sits firmly in the “both is best” camp. As she explains to host Michele O’Neill: “It’s imperative that you are thinking about the long term. How do you drive market share in the long term as well as short term?”
She also points to data from The Ehrenberg-Bass Institute for Marketing Science, which revealed how only 20% of ads that are seen and remembered are actually attributed to the right brands.
“I’d be gutted if that was my brand and I’d spent all this amazing money on a fabulous campaign and people could remember the campaign, but not who it was for,” said Suzana. “How do you mitigate that kind of risk?”
Creating memorable brands has a lot to do with staying consistent and avoiding the temptation to ‘change stuff for the sake of changing stuff’. Suzana explains how NAB has purposefully stayed consistent with almost every aspect of its brand, including taglines, colours, logo and mnemonics.
“All of that is actually really, really helpful when you want to make sure that you create a brilliant ad that everyone knows,” she said.
Nine’s Roll the Dice on Creativity celebrates the return of Australia’s richest creativity award, State of Originality, Nine’s call to brand owners and their agencies a chance to take home $1m in free advertising by producing the winning ad in the 2022 State of Origin, Australia’s own Superbowl.
The final episode of Nine’s Roll The Dice on Creativity will see Special Group executive creative directors Tom Martin and Julian Schreiber go live on Tuesday 25 Jan. Make sure to add to your calendars to ensure you don’t miss out on this unique live event.
To find out more about State of Originality, head to stateoforiginality.com.au.
