Orphan challenges marketers to out-think, not out-spend

In partnership with the Sydney chapter of CMO Exchange, independent creative agency Orphan brought together a group of senior marketers for an intimate, invitation-only dinner at Restaurant Hubert in Sydney last week on Thursday 22 October.

Orphan Creative Director, Ant Hatton, led a discussion on the growing pressure facing marketers to deliver more with less, and why creative thinking is becoming increasingly important for brands competing against bigger budgets.

Under the theme ‘Out-Think Versus Out-Spend’, Hatton shared five practical tools developed by Orphan to help marketers make their budgets work harder so they can out-think their competition.

Hatton  says: “Our five tools work for any brand, big or small, who can’t afford the luxury of average. Your budgets might not get any bigger. Your targets probably won’t get any smaller. 

"But the thinking can always get better.”

Stuart Matthewman, President of CMO Exchange Sydney added to those thoughts:

“Every marketer in that room is being asked to do more with less, so Ant’s five tools couldn’t have been more timely. 

"‘Category tax’ in particular, got people talking. If you look and sound like everyone else, you have to outspend them just to be noticed. 

"That’s the kind of honest, practical thinking CMO Exchange is built for: senior marketers learning from each other, with partners who add to the conversation rather than pitch to it.”