Why this brand can't afford to be boring - Rebecca Darley, Vodafone Australia

Bec Darley, CMO of Vodafone Australia, joins us to discuss what it really takes to grow a challenger brand in one of the world's toughest telecoms markets. From competing against an entrenched duopoly to building distinctive campaigns with Ali Wong, Bec shares how Vodafone has embraced its challenger mindset rather than trying to imitate the market leaders. We explore why marketers need to understand far more than advertising, from unit economics and legal to customer experience and organisational change, and why the best marketing leaders are, ultimately, business leaders. Timestamps 00:00 - Start 00:54 - Who is Bec Darley? 03:31 - Taking on roles beyond marketing to make you a better marke