TFM Digital has launched a new podcast, That Fcking Marketing (TFM) Podcast*, positioning it as a no-filter take on what’s actually working in the Australian marketing industry.
The series aims to cut through what it describes as “generic advice” that dominates the space, focusing instead on candid, off-the-record conversations.
Challenging marketing orthodoxy
Taylor and Mathew Fielding
The podcast opens with an origin episode featuring CEO Taylor Fielding alongside Chief Commercial Officer Mathew Fielding, unpacking the agency’s founding and debating what they see as inefficiencies across the industry.
The pair argue that up to $6 billion in ad spend is wasted annually in Australia, setting the tone for a series that challenges conventional thinking.
Guests bring “after-party truth”
Three episodes are available at launch, featuring guests including Natalie Harvey from Mamamia and Faith Williams from Blondee Salons.
Harvey said the appeal lies in the format’s honesty.
“The best conversations usually happen off the record… this actually feels like the after-party truth,” she said.
“That’s why I jumped on the show. It actually feels like the after-party truth. It was the most fun I’ve had talking shop in a while.”
Betting on audio
The launch reflects TFM’s broader belief in digital audio as a high-engagement channel, with the agency backing the format through its own production investment.
“We wanted to create something the industry was missing. Focusing on transparent, unfiltered conversations about what’s working, what’s not, and the myths in between. No generic advice. Just effective strategies, real industry trends, and the story behind Australia’s biggest campaigns. These are the frank conversations leaders have when they cut the bullsh*t,” Fielding said.
Against the algorithm-first playbook
The podcast arrives at a time when marketers are increasingly directed toward platform-led strategies, particularly on Meta, which is expected to overtake Google in ad revenue this year.
TFM’s approach instead focuses on often-overlooked areas, including Local Area Marketing (LAM), and aims to challenge widely accepted frameworks.
Main image: Mathew Fielding and Taylor Fielding