Disrupting HR with Employment Hero’s Matthew Poulier
As brand custodians, we’re often faced with a pivotal question: evolve or be left behind? It’s a challenge the team at Employment Hero recently tackled head-on, led by their Global Head of Brand and Content, Matthew Poulier.
With rapid growth and global expansion, the company recognised it was time for a bold new chapter that better reflected its broader offering and ambitious trajectory. “We were HR, payroll — but now, we’re taking on the entire employment ecosystem,” Matthew said. “We needed to step up as a brand... and be a lot more confident and bolder and show our authority in the marketplace.”
Building a brand that moves at speed
From visual identity to voice, and even structure, Employment Hero’s rebrand was designed to fuel long-term growth and brand consistency. A big part of that transformation? Launching their very own internal agency, The Hero Collective. But before jumping into execution, Matthew and his team started where every brand strategy should: with the customer. Using research and brand tracking, they uncovered core pain points and insights that shaped the brand’s new direction.
Teaming up with a UK-based agency, the team crafted a proposition built around a powerful idea: unleashing the collective potential — a nod to the untapped value inside small businesses and their people. To bring that strategy to life, Matthew set up internal agency The Hero Collective. Designed to be fast, flexible, and insight-led, it has became a game-changer for the team. “Everyone’s eyes lit up when they saw what we could do at speed, without relying on external agencies,” Matthew said.
AI tools are being used to speed up ideation and support content production and augment human spark. “We're really encouraging every employee to, if they see an opportunity to use AI, we're really trying to use that. From a design point of view, we use it every day... to help ideate,” Matthew said. With end-to-end control over creative, the team could respond to real-time customer needs and iterate quickly, making the brand feel more alive, relevant, and responsive.
Enter the giant purple rabbit
Yes, you read that right. To signal a new era and break through in a noisy space, Employment Hero launched a new campaign starring an unexpected hero: a giant purple rabbit. Why a rabbit? “Intelligence and speed — it represents who we are,” Matthew explained. Through comedic skits, the campaign puts everyday HR and workplace challenges in the spotlight, capturing attention while making a serious point with a lighter touch.
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This episode of The CMO Show was brought to you by host Mark Jones, producers Kate Zadel and Kirsten Bables and audio engineers Ed Cheng and Daniel Marr. This is an edited excerpt of the podcast transcript.
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Mark Jones:
As custodians of these amazing brands that we work with and that we own and that we steward, we sometimes find ourselves in a position where it needs a refresh or it needs to be brought to life in a new way. The question is, do you do it alone, do you be the hero, or do you bring people along for the journey? Mark Jones here, and welcome to the CMO Show, a podcast that's celebrating 10 years, built by marketers for marketers here at ImpactInstitute, in partnership with our friends at Adobe. Now, my very special guest today is Matthew Poulier. He's global head of marketing and content at Employment Hero. And if you don't know, these guys are big in the employment, in HR, and it's a SaaS platform that looks after both small to medium-size business owners and their employees. What's fascinating about these guys is they've just relaunched the brand. And so, the question is, How do you bring a new brand to market? Well, Matthew talks us through the process. It turns out he has a process that he has built up and studied and refined over the years. So, let's dig into Matthew's story. Thanks for joining us.
Matthew Poulier:
Thank you very much for having me.
Mark Jones:
For those playing at home, they may not know about Employment Hero, even though it's one of Australia's biggest, most successful software companies at the moment, right?
Matthew Poulier:
Yeah. We've just reached a 2 billion valuation and we've also just, we're in profit now as well. So, it's a big time for us. Yeah. Growing incredibly fast.
Mark Jones: Yeah, I did read that. And as an entrepreneur myself, that's quite fun because you read stories about how much has been invested in the company, and in the tech world that's actually a big deal, right?
Matthew Poulier:
Oh yeah, it's huge. It's huge. Yeah. And we've expanding globally as well. We've just opened up in Canada now as well. We've bought a company in Canada and we're taking the Employment Hero brand around the world.
Mark Jones:
Well, look, I feel like for the listener, I need to just kind of level with them straight away, which is to say that independent of this conversation, we were already an Employment Hero customer. In fact, it's been a few years now, so we've seen-
Matthew Poulier:
A very wise business decision.
Mark Jones:
Well, we enjoy good company. How about that?
Matthew Poulier:
Yeah. Love it. Love it.
Mark Jones:
The reason for having a chat with you today is circumstantially, as it would happen, campaign's just gone live today.
Matthew Poulier:
Yeah, correct.
Mark Jones:
And for me as an observer, this is stepping up the brand visibility. Right?
Matthew Poulier:
So, Employment Hero has been going about 10, 11 years. We've had amazing growth, obviously the numbers we've talked about earlier, but we're at a point now where we've kind of changed who we are as a company. The analogy that I always give is a bit like Netflix. So, Netflix was originally a DVD delivery platform and they saw the internet coming, so they pivoted to online streaming, but at that point, they had a big brand refresh and repositioned who they are as a company. We're at that point now.
Matthew Poulier:
So, we were HR, payroll, but we've moved to take over the whole employment ecosystem, so we're adding recruitment into the mix as well. And we want to essentially service all employment. So, it's at this point, and we've got these grand ambitions to become the largest employment platform in the world. So, we needed to step up as a brand basically and be a lot more confident and bolder and show our authority in the marketplace, and so to came our brand refresh. So, it's not only a campaign, we are refreshing the whole brand, and that's going live as we speak. Yeah, that's the reason for it, basically, we're at this kind of big change and big growth period, and we wanted to become bolder and more confident with our brand.
Mark Jones:
Because I'm a bit of a news junkie, I did see that Seek had sold down some of its shares, and I thought that was interesting in that context. So, you are really starting to get known for that broader story, right? So, moving into recruitment and other parts of the stack. What is the reality of that from a customer experience point of view?
Matthew Poulier:
It just means that as a business owner, lots of business owners have different platforms to manage different elements of their employment. So, you might have one platform to manage your HR, one to manage your payroll, et cetera, et cetera, your time clocks, whatever it may be. Employment Hero has basically, we spent the last 10 years digitising all of those services and it's been an amazing service, but we've got to the point now where it's disjointed for customers and it's a bit of a headache, it's a lot of a headache, in fact, having to juggle many different platforms.
So, we have launched our employment operating system, which essentially is tying together all of those separate platforms into one system. So, it starts from before you're even an employee. We're focusing on small businesses, so we're not after big corporate companies, but an employee, or sorry, I should say, a job seeker could apply for a job through Employment Hero Jobs and they would then be onboarded onto the platform. So, when they then start at a company that has got Employment Hero, they're already registered and we can then set up their payroll and all their HR from day one.
Mark Jones:
What are the controls that you've put around that from a security privacy point of view? Because that raises all sorts of questions. For example, "Well, last time, my last job, I had this incredible salary." Right? We know that story, inflating your salary, being a little bit loose with the details.
Matthew Poulier:
It's all 100% private. So, you can't trick your employer. and vice versa as well, you can't trick each other, but it's not there to go kind of deep diving into someone's past. It's there to allow seamless onboarding and seamless setup basically.
Mark Jones:
So, then tell me about the idea behind the creative and tell us what that is.
Matthew Poulier:
So, we started off with the customer at the heart of it, traditional marketing 101, right? Our customers are amazing, and what we stand for as a company is we've got hero in our name, and we really want to big up our customers because what they have done is truly amazing. They're the backbone of society. People have risked their mortgages, they put their house on the line to set up a business, and employment is essentially at the centre of all of that. And it can be really stressful employing people. There's all kind of rules and regulations are set up for the employee, not for the employer. So, it is a lot of risk put on the employer. And also, the admin and stress that comes with it is huge. So, the campaign, I'll try and describe it, but I'm not a creative director, so when I describe it, it sounds kind of rubbish. So, we essentially showcase problems that business owners or employees are facing, and we'll start off an ad. So, if we take the video concept, for example, a business owner might be having trouble managing their employment on multiple apps. And we have introduced a brand character. So, as I talked about-
Mark Jones:
Well, it's a purple rabbit.
Matthew Poulier:
It is a purple rabbit. It's a very big, eight-foot, purple rabbit.
Mark Jones:
There we go. Is that because Easter's around the corner?
Matthew Poulier:
No. We went through lots of different animals. We put them into testing. One reason why it's a purple rabbit is intelligence and speed, and that is kind of our forefront of what we stand for. We wanted a character that was likeable, friendly, because we're global as well, it needed to be country agnostic as well. So, there's many reasons why a rabbit, but the rabbit essentially represents Employment Hero and comes in in a very comedic way and solves the employer's problems, and then they have fun and do a little dance together. It's very sweet. But I guess the whole point of it is to increase our brand recognition and brand recall. The previous brand was awesome for where we were in that stage of the business, but as we move to this new era, we want to be more confident and essentially more memorable. We're moving into markets where there's tonnes of competition. We need to stand out from the crowd. So yeah, hence the rabbit.
Mark Jones:
What I like about it too is that you've put a bit of fun into the experience.
Matthew Poulier:
100%.
Mark Jones:
So, there's a lighter side. I'm interested in the marketing geeky space. We talk about human truth, and I think what you've touched on there is a couple of things, but the pain of the employer and the risk, and I personally understand that very well, but also you talk about the tech side of things, which is the hassle and the stress of just making stuff go. What do you think is going to be the real gimme from a customer point of view when they see some of this positioning? Will you actually reduce the stress or will you make the employer look like a hero?
Matthew Poulier:
So, it 100% reduces the stress. It takes out almost like 80% of the admin, it usually takes, if you run separate platforms and run things manually, it can knock off 80% of time spent employing people. So, that stress reduction is absolutely huge. So, it clearly touches a nerve for business owners that do have all this stress from a day-to-day basis. And we are making it a lot more lighthearted than traditional B2B, SaaS advertising would be a lot more formal.
Mark Jones:
Tell me about what you've learned from your previous roles. So, head of brand and content globally for Cashrewards, and I also note you've had another role at Westpac before that, and in the UK and Australia. What's the insight or the lesson you've learned around understanding pain points as the starting point for marketing?
Matthew Poulier:
I'd probably call out two specific roles that I've learned the most from. My first role within Australia, I joined M&C Saatchi, and I naively got a job on an account that I had never heard of, a little bank called the Commonwealth Bank of Australia. So, I walked into this job and it was to rebrand and launch the CommBank as a company.
Mark Jones:
Was that the double Ms campaign?
Matthew Poulier:
No, it was can.
Mark Jones:
Oh, can, right. Okay.
Matthew Poulier:
CommBank can. So yeah, so I was locked away in a war room for about three months to launch that campaign, but that role, although quite a stressful time, that three-month period, was amazing. There's some incredible strategic and creative minds at M&C Saatchi, but one thing that really stood out for me was the way that they distil everything down into a single proposition. They have a briefing template that you brief the creative teams on, it's called Brutal Simplicity of Thought, I think. And the whole idea is to essentially start with a customer insight and summarise that in a one-line proposition, and then write a product insight. And it's three boxes that you have to fill in, and that summarises the heart and the nugget of the insight of the customer problem, and how can you bring that to life in the most simplistic way. So, I'd say that was one humongous learning that I've got, and I still use that with my creative teams today, and that was over 10 years ago now.
And another key role that was embedded in human truth and insight was at Cashrewards. So, that was my last role prior to Employment Hero. Similar situation. They wanted to grow very quickly and hadn't invested in brand before. So, I came on board to essentially rebrand and refresh the whole company and really lead the brand development, and did a lot of research into the customer audience and potential customer audience. And we found out that customers were not loyal to Cashrewards. They were shopping around for the best deal and best offer. So, we essentially needed to elevate the brand to encourage brand loyalty. One thing that we did discover was that our customers absolutely loved the brand, absolutely loved the company. I mean, it was giving away free money, right? But we really-
Mark Jones:
What's not to love?
Matthew Poulier:
Yeah, exactly.
Mark Jones:
Although, where's the catch?
Matthew Poulier:
There was no catch. So, we really want to elevate this and bring this to the core of the brand. So, rebranded the whole company around joy, the joyfulness that you get with Cashrewards.
Mark Jones:
Okay. So, the emotional experience of being of that brand.
Matthew Poulier:
100%. So, it was a very rational brand and we took it into a very emotional space, and within a year, awareness had gone from low 40s to high 60s. It was incredible. So, that was another key learning point, is that if you really do embed your creative and concepts down to a customer insight, it really resonates.
Mark Jones:
Okay. What is your advice then, when you think about that? Talk me through the two or three basic stages that you go through on this, because I feel like you've probably got a mental model that you use.
Matthew Poulier:
100%. And I've been trying to take the whole company through the process that we take. It's kind of a formulaic process of approach. So, step one would be understanding the customer. So, getting all your research done, understanding those key pain points, setting up the brand tracking for starters as well.
Matthew Poulier:
And then next step, brand strategy and positioning, who we are, what we stand for. So, we landed on a proposition working with a big agency in the UK. The proposition was all about unleashing the collective potential. So, the idea behind that is that all of these small businesses and employees have got loads of potential brewing there, but they're held back by day-to-day problems such as admin and stress, et cetera, et cetera. And when they work together... So, it shouldn't be the employer versus the employee, and it shouldn't be, "We are the hero." It's all of us working together to allow us to unleash the potential. So, step two was essentially nailing that brand proposition, which we think is really solid. Step three, and I've done this in the last two roles as well, we've formed an internal advertising agency at Employment Hero called The Hero Collective. And we move at a crazy pace at Employment Hero. We work like a startup essentially. Even though we're getting onto 1,500 people, we move very, very quickly.
Mark Jones:
1,500 people in the company, not the agency?
Matthew Poulier:
1,500 people in the company. Yeah.
Mark Jones:
Oh, okay.
Matthew Poulier:
There's about 30 people in the agency.
Mark Jones:
Okay.
Matthew Poulier:
But essentially, we didn't want to use external advertising agencies on a day-to-day basis because we move so quickly and we gather all these customer insights on a daily basis. We work on Slack and share so much internally that we wanted that resource available in-house. So, we've built out this internal agency that has allowed us to start producing content very, very quickly. So, it's-
Mark Jones:
And was that your idea coming from an agency guy?
Matthew Poulier:
Yeah, I mean, I love that. I love running agencies and I just see the power of it and the power of having different skill sets of creative people working together and brainstorming on a day-to-day basis. So, the next thing was the brand refresh and the brand ID. So, we've completely redesigned what the brand looks like. We've kept the purple because there was a lot of brand authority in the purple, and we've kept the logo as well, because that was recognised.
Mark Jones:
I was going to ask you about that because it's long.
Matthew Poulier:
It is long. It is long. But there was brand recall in it, so we didn't want to mess with that.
Mark Jones:
Yeah. No, you don't.
Matthew Poulier:
So yeah, so all the colours, while we're still purple, we've dialled up the vibrancy and we've introduced some secondary colours as well.
Matthew Poulier:
The tone of voice we've evolved to be a lot more colloquial and down to earth, but also having a voice of authority so we can speak with authority to our customers. And then, we've introduced a new illustration style and also a new photography style as well. So, we are trying to ditch Getty, essentially, Employment Hero. So, we've done about almost 30 photo shoots in the last few months, shooting our customers, and we're trying to start using all of our customers' real photography or real-life imagery in our photos, and they're kind of raw, high flash photos to show the authenticity.
Mark Jones:
Yeah. Yeah. Good.
Matthew Poulier:
So, last step is the global campaign, which was launched this week. So, we essentially are launching with the rabbit from a global basis. There's a series of videos. We're out of home, we're in radio. We're launching in Australia and New Zealand this week, UK in the next week, and then we'll go to Canada later on in the year as well, and Southeast Asia. So yeah, I think it was five steps, my five-step process to essentially evolve the brand.
Mark Jones:
How is the day-to-day work changing for you in the context of AI?
Matthew Poulier:
Oh, shifting gears. Okay. In terms of within the marketing environment, or?
Mark Jones:
Yeah, how do you get it done?
Matthew Poulier:
Employment Hero very recently has really had a real big push to AI, to adopt it and start using it. We don't want to rebel against it.
Mark Jones:
Yeah. Within the platform itself. Yeah.
Matthew Poulier:
No, but also as employees. So, we're really encouraging every employee to, if they see an opportunity to use AI, we're really trying to use that.
Mark Jones:
Yeah. Great.
Matthew Poulier:
So, from a design point of view, we use it every day. So, we use all different platforms to help ideate. I wouldn't say they were the final ideas. They're good for thought starters. For example, the rabbit, we just used last week, we had shot some photos and we needed the hand in a different position. We used AI to reposition that hand. It wasn't perfect. So, we still need retouches and finessing on top of it.
Mark Jones:
It had seven fingers?
Matthew Poulier:
No. It had the right number of fingers, but it didn't look very real.
Mark Jones:
Well, that's the AI cliche anyway.
Matthew Poulier:
Yeah, exactly. Exactly. So yeah, we are 100% embracing it, but it's not, well, not yet, is it the be-end or ... What's the phrase?
Mark Jones:
Be-all and end-all.
Matthew Poulier:
Be-all and end-all. Yeah, exactly. So, we're using it to enhance the work and allowing us to be quicker and do more work, basically.
Mark Jones:
Yeah. Okay. I mean, I know that that's the compulsory question in these environments, but in terms of the conversations I have, it's a very much an active one in terms of, well, what could be done in the future. And you speak about going fast, which by the way, nice rabbit. Sorry, rabbits go fast.
Matthew Poulier:
Perfect.
Mark Jones:
Just connected it in my head.
Matthew Poulier:
Good link. Good link.
Matthew Poulier:
I think it's amazing to help with speed, but I don't think it should be 100% relied on, especially as we're going to end up ... All brands will end up producing more and more content through AI, but I really see it as all looking very samey and generic and kind of standard. Within The Hero Collective, we've just hired a social and video content team, and yes, AI will help them produce the video and edit it quicker and things like that. However, there is no replacement for real-life conversations like this one. We have to speak to our customers and shoot our customers and showcase them, and it will not replace any of that kind of stuff.
Mark Jones:
What I'm picking up is a real focus on visual identity. You talked about Getty, dumping them. If they're listening, they're having a great day.
Matthew Poulier:
I mean, we still do use Getty a bit, but the idea is to reduce the amount we use them.
Mark Jones: Sorry. No, I just like cheeky asides. The point here is visual identity and really owning visual identity.
Matthew Poulier:
100%.
Mark Jones:
And I know that we're talking about 101 marketing stuff, but it's a really great reminder in this current age where just because you can make a purple rabbit in AI, it doesn't mean it's going to be perfect.
Matthew Poulier:
Oh yeah, I completely agree. And the rabbit is also, I say it's a real rabbit. We shot the rabbit. We got a whole rabbit suit made.
Mark Jones:
It's a dude in a rabbit.
Matthew Poulier:
Yeah. But we didn't want to use an AI-generated rabbit or a CGI-generated rabbit. We wanted that authenticity of it being next to the business owner. So, we purposely chose to have a "real rabbit" in inverted commas.
Mark Jones:
So, that's all really good, and I'm glad to hear it because I think, well, even as an independent company, the fact that you're going to continue to do that. Typical budget questions. So, I mean, it just all sounds glorious, right? I presume the tab's not unlimited.
Matthew Poulier:
It's not. Frugal is the wrong word, but we don't spend unnecessarily. We count every dollar and we make sure that we spend it very wisely. So, yes, it looks like we're a massive success story and we can throw money away, but we're really trying not to do that. So, for example, it launches today, we're setting up regular meetings as the campaign goes on, to turn things off and on, to tweak things, et cetera, et cetera. The rabbit may not work. I, 100% hope it works, and I'm pretty sure it will work, but if it doesn't, we'll tilt and we'll go another way. We don't want to waste money.
Mark Jones:
What's your biggest struggle right now in your role?
Matthew Poulier:
In terms of creating?
Mark Jones:
It could be anything.
Matthew Poulier:
Anything.
Mark Jones:
I mean, I'm just sitting here, reflecting on the remarkable journey in your career and then what you've done. How long have you been doing this work, this five stages you spoke about, going from sort of turning up and launching this campaign? How long was that?
Matthew Poulier:
So, at Employment Hero?
Mark Jones:
Yeah.
Matthew Poulier:
I've been here about a year now. Just over a year.
Mark Jones:
Yeah. Okay.
Matthew Poulier:
So, we probably started about six, eight months ago. Something like that.
Mark Jones:
Yeah. Yeah. So, you have been moving quick.
Matthew Poulier:
Yeah.
Mark Jones:
So, I guess, what I'm asking is what's the experience like? And what's the challenging bit that you wrestle with every day?
Matthew Poulier:
I guess, probably the biggest challenge was, this was doing something very different to what traditional SaaS companies would create. So, it was trying to convince everyone that this is the right thing to do. There was some scepticism internally, but everyone who has now seen the execution is 100% on board with it. So, that was a little challenge.
In terms of volume of work. So, we've got big, ambitious goals. Like I talked about, we wanted to do more and more video. I want to ramp up video by a million, so that will become a bottleneck very soon. And I'm going to have to prove its worth and prove-
Mark Jones:
Of course.
Matthew Poulier:
... it was worth the investment to help grow the team to do more and more. But the demand from The Hero Collective, our internal agency, is just growing because everyone's eyes light up when they see the work that we can create, and that we can do it at speed without the need for external resources. But it's been awesome.
Mark Jones:
And I hope you're batting away the, "Can you fix my PowerPoint?" Requests.
Matthew Poulier:
They do still come through. They do still come through. We're trying to set up a lot of templates as well to try and push those back, but nothing beats the designer working on it.
Mark Jones:
No, I would agree with that. Well, I think the outstanding piece there is to think about the stakeholder relationships and management of that over time, and I'm sure that's been a big focus for you. What's your hot tip there in terms of keeping people on board when you're doing something new?
Matthew Poulier:
It's taking people on the journey and making sure that they are engaged every step of the process and feedback is given rather than, "Here's a rabbit," out of the blue. That freaks people out.
Mark Jones:
Pulled it out of a hat, no doubt. Sorry.
Matthew Poulier:
Exactly.
Mark Jones:
It was sitting there.
Matthew Poulier:
Oh, perfect. I wish I did that. Yeah, just keeping people on board for the journey, because if you don't, then it just comes across like they're not part of it and they feel disengaged. So, that's say, the most important thing. And I've learned that from my agency days, it was keeping your clients happy, stepping them along the journey.
Mark Jones:
Along the journey.
Matthew Poulier:
In agencies, I hated formal presentations. I always wanted to do work-in-progress engagement presentations where I could get their input in ideas and workshop things and to make sure that they feel part of the journey.
Mark Jones:
Last question. How would you describe then the broader team? What's life like? And I have to ask you this because it's an HR company, you're selling HR. Do you get four days off a month?
Matthew Poulier:
Sadly, not. We don't get four days off, but the company is run in a very specific way, it's called the EH way, and essentially that's what attracted me to the company in the first place. What that breaks down to is its mission first. So, we've got a goal to become the largest employment platform in the world, so that's very exciting. We're all powering ahead at 100 miles an hour, so it's not a stagnant company at all. There's really a lot of energy, which is good fun.
Mark Jones:
Awesome.
Matthew Poulier:
Working in advertising agencies, that's what it felt like, you were all working together for a common mission. I've worked in corporate and I've felt, personally, that it wasn't like that, and you're kind of against each other, whereas this is much more like my advertising agency days. So, that's brilliant. We're apolitical, so we don't let politics come into the workplace. So, that reduces a lot of arguing and things like that. So, we think that's-
Mark Jones:
And by that you mean groups of people who feel certain things, not actual politics in the world?
Matthew Poulier:
Exactly. Yeah. Yeah. And then the third thing, I probably should have said it in the other order, is that we are 100% remote. So, we've got people from all over the world, all over Australia. There is one office in Sydney, but you don't have to go there. We're 100% remote. So, because there's so many people from different walks of life, we try not to let political or religious views cause arguments or anything like that. So, we're very much one team to help achieve this mission.
Mark Jones:
Maybe you might pick up some more people who in the tech space are being forced to go back to their offices every day.
Matthew Poulier:
100% I see that and I cringe. And we're proof that remote-first does work, so yeah.
Mark Jones:
That's great. Well, Matthew Poulier, thank you for being my guest.
Matthew Poulier:
Thanks for having me.
Mark Jones:
Yeah. Really great to hear how you've taken a germ of an idea or a seed of an idea, and I should say, a small, tiny egg and turned it into a rabbit at Easter time, but-
Matthew Poulier:
Carrot?
Mark Jones:
Yeah, I'm mixing up my metaphors, as I tend to do. Anyway, you've done an amazing job. Thank you for sharing your story. It's great to meet you.
Matthew Poulier:
Thanks for having me. Yeah, awesome.
Mark Jones:
Hope you enjoyed my conversation with Matthew Poulier. How about that internal agency? I'd be interested to know if you have experience working at an agency within a company, and if you're on the outer, if you're in a traditional agency, what your perspective might be on whether that's a good or a bad thing. What's interesting is the speed at which they're working, the ability to privately share and use live data that's coming through on a real-time basis. And it seems like for this company at least, when you're growing not just locally here in Australia but globally, and you're really pushing hard, that seems to be the thing that is making them not just comfortable, but really highly engaged and driven as they roll out this brand campaign.
So, great story and I'll be looking forward to seeing how they grow over time, and I hope you took away some really interesting lessons. That's it for today on the CMO Show. My name's Mark Jones. It's been such a pleasure to have you with us for this episode. Tune in, as always, you can get us on all the regular podcasting platforms. We are a podcast brought to you by ImpactInstitute, in partnership with our friends at Adobe. That's it for this time. See you soon.