The great Australian lamb ads: mastering long-term creative consistency
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The great Australian lamb ads: mastering long-term creative consistency
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Nathan Low spent fifteen years at Unilever before landing the Chief Marketing and Communications Officer role at Meat & Livestock Australia (MLA), where he now looks after the iconic Lamb and Beef campaigns Aussies know so well. In this episode, he shares why he describes himself as a brand custodian rather than a creator, and why inheriting a legacy campaign can be harder than building one from scratch.
They also cover:
- Why "you are not your target audience" is the hardest lesson to live by
- The case for running the same campaign assets for years, not months
- How MLA decides which ideas are on and off the table (pun intended)
- Why sleeping overnight on a creative decision beats trusting your gut in the room
- What 25 years of stable per-capita protein consumption reveals about how habits really shift
An especially insightful listen for CMOs and marketing leaders managing legacy campaigns, and marketers wrestling with the pressure to reinvent for the sake of it.
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