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Well Played: Conversations on Marketing and Brand

Well Played: Conversations on Marketing and Brand

著者： Conversations on Marketing and Brand
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Well Played: Conversations on Marketing and Brand is a discussion through the lens of Kate Ware and Esther Kelleher; two career marketers who have seen the industry evolve from the inside since the early 2000's.

We’re good mates who have been fortunate to work together over a number of years, and have always riffed on what we’re observing, feeling and loving in today's climate.

Well Played is exactly these chats. Think light-hearted banter and the kind of senior-industry perspective we were yearning to listen to ourselves. It’s like sitting on the couch and having a cuppa with us.

Each week we’ll bring you segments such as ‘What’s in your Algorithm?’ and ‘Well Played or No Play’ where we dissect current brand and marketing moments. We’ll also be deep diving into shifts in industry trends and bring you interviews with interesting people we see are nailing their play.

We cover off more than a social media trend or a tactical execution; we go wider and discuss brand and marketing from a birds eye view, looking at how things are changing and why we should pay attention.

Hosted on Acast. See acast.com/privacy for more information.

Well Played Podcast マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 出世 就職活動 経済学
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  • 5. Why nostalgia is back: From McDonald's to Fishwife, the return of magazines & analogue culture.

    5. Why nostalgia is back: From McDonald's to Fishwife, the return of magazines & analogue culture.
    2026/07/09
    This week, we're exploring one of the biggest movements influencing marketing right now: nostalgia.From McDonald's revealing that Grimace is actually a taste bud, to Fishwife's wildly successful New York pop-up, analogue photography, independent magazines and London's Moodboard Making & Coffee Atelier, brands are increasingly looking backwards to create stronger emotional connections with today's consumers.Esther shares why Fishwife has become one of the most talked about consumer brands in the US, generating more than $100,000 in sales in six days through an experiential retail activation that blended beautiful packaging, storytelling and community, in NYC.Meanwhile, Kate explores why creators like Rossi D are capturing millions of views by reintroducing nostalgic cultural conversations, proving that memory, humour and shared experiences remain some of the internet's most powerful currencies.The discussion also explores how brands including Pinterest, Instagram and TikTok are influencing a return to analogue creativity, while communities like Girls Who Meet and Lucky Duck are encouraging people to slow down through craft workshops, snail mail, book swaps and offline connection. Bring back the independent magazines for the win, like the Teen magazine recently launched by Refinery29 ex-alumna, Paula James-Martinez. The conversation spans everything from Pellegrini's Espresso Bar, HuTong Dumpling Bar, the State Library Victoria, Geelong Gallery's Discovering the Impressionists exhibition, London's Borough Market, and Richard Glover's book The Land Before Avocado to unpack why consumers are craving familiarity, ritual and tangible experiences in an increasingly digital world.In Well Played or No lay, Esther and Kate take on QOVES, a facial analysis platform going hard on paid advertising, raising important questions about beauty standards, fear-based marketing and the ethics of AI in branding.Together they unpack:✨ The return of analogue culture✨ Fishwife's colourful retail strategy✨ McDonald's iconic brand characters✨ Why magazines are making a comeback✨ Slow living and community-led businesses✨ Mood boards, craft and creativity✨ The rise of nostalgia marketing✨ AI-powered beauty marketing and ethics✨ How emotional connection influences consumer behaviourFollow Well PlayedIf you're interested in marketing strategy, consumer behaviour, branding, digital culture, nostalgia marketing, experiential marketing and customer experience, subscribe to Well Played: Conversations on Marketing and Brand.New episodes every Friday. Follow us on Instagram and TikTok: @wellplayedpodWe’d love you to leave us a review or share with your networks if you’ve enjoyed this episode. We are an independently run podcast and every share and follow gives us a great opportunity to get our message and content out to the right listeners. Much love, Kate & Esther.Well Played: Conversations on Marketing and Brand is an Australian marketing podcast where Esther Kelleher and Kate Ware unpack the cultural trends, consumer behaviour and brand strategies shaping modern business. Hosted on Acast. See acast.com/privacy for more information.
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    31 分
  • 4. Josh Henry-Hicks on Organic Social, Micro Niches & the Future of Brand Marketing

    4. Josh Henry-Hicks on Organic Social, Micro Niches & the Future of Brand Marketing
    2026/07/03


    This week we're joined by Josh Henry-Hicks, Founder of Insightly Media, son of City Beach founder Brett Henry-Hicks, and brother of the CEO of Australian fashion label DISSH, Lucy Henry-Hicks

    One of Australia’s leading retail and ecommerce growth strategists, now based in LA and Founder of Insightly Media, Josh Henry-Hicks has helped some of the world's fastest-growing consumer brands scale through performance marketing, organic social and consumer psychology.


    Growing up inside one of Australia's most successful retail families before helping scale digital marketing agency MuteSix, later acquired by Dentsu, Josh has built a career at the intersection of retail, consumer psychology, performance marketing & ecommerce, and is now classified as one of Australia’s leading retail and ecommerce growth strategists, now based in LA.

    After hearing Josh's keynote at The Social Summit in Melbourne, Esther and Kate knew they had to continue the conversation.


    Together, they unpack why the traditional social media playbook no longer works, why brands need to move beyond demographics and embrace micro niches, how organic social has become one of the most powerful customer acquisition channels, and why understanding consumer psychology is now one of the biggest competitive advantages in modern marketing.


    Topics include:

    ✨ Organic social strategy

    ✨ Consumer psychology

    ✨ Micro niches

    ✨ TikTok and Instagram algorithms

    ✨ Why likes don't matter anymore

    ✨ AI in marketing

    ✨ UGC creators

    ✨ LinkedIn strategy



    Well Played or No Play?

    This week's discussion looks at Alex Earle's skincare launch.

    Instead of relying on influencer marketing, Alex built anticipation through:

    • New York billboards
    • Hidden clues
    • Influencer puzzle pieces
    • Organic storytelling
    • Community participation

    The result? A campaign driven by curiosity instead of advertising.


    We also discuss what marketers can learn from Taylor Swift's famous "Easter egg" marketing strategy and why anticipation remains one of the most powerful marketing tools available.

    Whether you're a marketer, founder, business owner or brand leader, this episode is packed with practical insights into organic social media, AI, UGC creators, consumer psychology, digital marketing, ecommerce growth and the future of brand building.

    New episodes every Friday.

    Follow us:

    Instagram: @wellplayedpod

    TikTok: @wellplayedpod

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    Well Played: Conversations on Marketing and Brand is an Australian marketing podcast where Esther Kelleher and Kate Ware unpack the cultural trends, consumer behaviour and brand strategies shaping modern business.

    Hosted on Acast. See acast.com/privacy for more information.
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    30 分
  • 3. Community, connection & the return of brand experiences

    3. Community, connection & the return of brand experiences
    2026/06/25

    Are we entering a new era of experiential marketing?

    In Episode 3 of Well Played: Conversations on Marketing and Brand, Esther Kelleher and Kate Ware explore why consumers are craving real-life connection, why community is becoming increasingly important and why brands are investing heavily in experiences again.

    This week we discuss:

    ✨ The return of experiential marketing

    ✨ Community versus audience

    ✨ The Lip Liner Index and changing consumer behaviour

    ✨ Creator-led entertainment and niche communities

    ✨ Coachella's brand activations

    ✨ Mecca at the Australian Open

    ✨ Frank Green's personalised vending machine experience

    ✨ Mastercard's frictionless retail activation

    ✨ Dirty Darlene and AI-powered creator marketing

    ✨ Why belonging and emotional connection remain powerful drivers of brand growth

    Whether you're a marketer, founder, business owner or brand leader, this episode is packed with insights on marketing strategy, consumer behaviour, community building, experiential marketing and customer experience.

    Esther brings a much lighter moment to the conversation with Corporate Canine Noods, a creator account proving that even dogs can become brands.

    Follow @wellplayedpod and subscribe wherever you listen.

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    Well Played: Conversations on Marketing and Brand is an Australian marketing podcast where Esther Kelleher and Kate Ware unpack the cultural trends, consumer behaviour and brand strategies shaping modern business.

    Hosted on Acast. See acast.com/privacy for more information.
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    27 分
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