From Usain Bolt to Local Heroes: Rethinking Brand Ambassadors

Ron Adams leads marketing at Allianz Direct, and has worked with brand ambassadors ranging from the Coronel brothers to Usain Bolt - though he's increasingly convinced by campaigns built for local markets rather than one global message.

In this episode he tells Jennifer why constant testing matters more than being right the first time, how customer behaviour keeps shifting under your feet, and what a strong brand is actually worth. He also makes a pointed argument about ownership: marketing teams should own their brand and their data-driven decisions instead of leaning on agencies to do the thinking.