Canned the Marketing Podcast

• We Unpack Packaging - Why It Could Be Your Most Important Marketing Tool

  What makes packaging more than just a box? In this episode, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) unpack the power of packaging as a strategic marketing tool. From Louis Vuitton to Telegraph Hill, they explore how design, psychology, and sustainability all influence what we buy - and how great packaging can become a brand’s most valuable asset. What You’ll Learn in This Episode Why Packaging Is Marketing, Not Just Design Steph and Ben break down how packaging drives brand recognition, positioning, and customer loyalty, especially at the shelf. How Distinctive Assets Are Built Through Form and Colour From Tiffany blue to Toblerone triangles, discover why shape and colour consistency matter as much as your logo. The Psychology Behind Premium vs. Value Cues How subtle design decisions like fonts, finishes, and materials can signal luxury, value, or everyday practicality to consumers. When Simplicity Becomes the New Luxury Why the modern premium aesthetic has shifted from ornate to minimal, and what that means for brand differentiation. Packaging in the Wild: Retail vs. E-Commerce How in-store cues differ from online presentation, and why the unboxing experience has become part of the marketing mix. The Sustainability Paradox Can brands balance beauty, functionality, and environmental responsibility, or are we still stuck in the “greenwashed” zone? The Business of Costing and Design Hierarchy Inside the marketer’s toolkit for balancing design ambition with margin realities and why hierarchy matters on a crowded shelf. Bonus Nuggets Ben’s candle obsession and the Ponsonby shelf art test for premium design. The unboxing craze — and how Labubu and Apple changed how we think about product reveals. Why Pals pastel cans redefined an entire RTD category in New Zealand. Why Listen? If you’ve ever wondered why people keep perfume boxes or display Louis Vuitton ribbons, this episode will change how you see packaging forever. Steph and Ben dive deep into the art and economics of design - where aesthetics meet strategy and every label, box, and bottle tells a brand story. Whether you’re a marketer, founder, or just someone who loves beautiful things, you’ll walk away seeing packaging as your brand’s silent salesperson.

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• Print Aint' Dead - Why Old School Media Still Rocks

  Steph’s bruised from a spa mishap, Ben’s beard is thriving, and together we’re diving into one of marketing’s most overlooked weapons: print. From junk mail raids and luxury packaging to phygital QR hacks and Hell Pizza hydroponic billboards, this episode smashes the myth that print is yesterday’s news. We get into: Print’s Comeback – Why mailers, street posters, and in-flight mags cut through in ways digital just can’t. Sustainability Myths – Is print really less green than AI prompts and server farms? (Spoiler: not always). Luxury Cues – From Tiffany boxes to Apple unboxings, how packaging and embossing create brand desire. Phygital WTF? – How QR codes, AR, and personalization are blending the physical with the digital. Award-winning Stunts – Behind the scenes of Hell Pizza’s Doobious hydroponic billboard and why creative OOH still wins attention. Gen Z & Digital Fatigue – Why even the youngest audiences are craving something tactile. Plus, we swap horror stories of folding pamphlets for peanuts, confess to junk mail theft , and debate the line between smart merch and branded landfill. If you’ve ever written off print as “old school,” this ep will flip your thinking. 👉 Next week we’re unpacking packaging – from blind boxes to Tiffany’s blue box obsession. Don’t miss it.

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• The Role of the CMO - past, present and future

  Strap in, marketers. This week, Ben van Rooy (Human Digital) and Stephanie Quantrill (Cue Marketing) take you behind the closed doors of the C-suite to unpack the most misunderstood, and arguably most exciting, role in business: the Chief Marketing Officer. From career pathways to power plays, bold calls to boardroom politics, this episode is your masterclass in what it takes to thrive as a CMO. What You’ll Learn in This Episode The CMO’s Seat at the Table: Why being in the exec team (not just near it) is non-negotiable. Career Moves That Count: Why sideways steps into sales, ops, or finance can turbocharge your marketing career. Customer at the Core: How top CMOs embody the voice of the customer – and bring it right into the boardroom. Bold Calls & Risky Business: Why great CMOs aren’t afraid to pivot, back themselves, and sometimes crash spectacularly. Power Dynamics: The real truth about managing your CEO, befriending your CFO, and building a leadership team that trusts you. Tenure & Turnover: Why some CMOs thrive for decades while others bounce every 3 years. Pro Tips for Aspiring CMOs: From reading a P&L to balancing brand vs. performance, Ben and Steph drop the wisdom you need to step up. Bonus Nuggets HubSpot Connect highlights – and why cutting the clutter matters. The rise of AI in marketing (and why it’s harder than YouTube makes it look). Ads on your fridge? Samsung thinks so. SXSW Sydney preview + Mo Gawdat’s vision of AI dystopia vs. utopia. Cannes Lions 2026 early hype. Why Listen? Because if you want to move from “colouring in” to being the growth engine of the business, this is the roadmap. No fluff. No fencesitting. Just the raw truth about what it takes to be a kick-ass CMO. Chapters   00:00 Weekend Highlights: World of Wearable Arts 02:56 Insights from HubSpot Connect 06:08 Innovative Business Models and Leadership 08:49 The Future of Advertising: Smart Fridges 11:57 Excitement for South by Southwest 14:48 The Role of the Chief Marketing Officer 17:50 Defining the CMO's Responsibilities and Challenges 23:20 The Role of a CMO: Balancing Business Acumen and Customer Focus 27:42 Leadership Challenges: Risk, Trust, and Decision-Making 30:09 Transitioning to CMO: From Execution to Influence 33:49 Navigating Relationships: The Importance of Cross-Functional Trust 36:47 The Tension of Marketing Goals vs. Business Objectives 39:45 CMO Tenure: Fresh Perspectives vs. Long-Term Impact   Got feedback? Email us:   Ben Van Rooy - [email protected] Steph Quantrill [email protected]  Website: www.cannedmarketing.com  Instagram: @cannedmarketing 

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• Beyond the 'Colouring Department' - How to set Marketing teams up for Success

  In this episode, Ben van Rooy and Stephanie Quantrill explore the various structures of marketing teams within organisations, discussing the pros and cons of agency versus in-house setups. They delve into the importance of aligning marketing teams with business goals and the challenges of maintaining brand consistency while allowing for local market adaptations. The conversation also touches on the dynamics between marketing and sales, the role of leadership in supporting marketing efforts, and the need for creativity and data-driven decision-making in marketing.    We love hearing feedback so get in touch with us at: Ben Van Rooy: [email protected]  Stephanie Quantrill: [email protected]  Find us on: Linkedin: https://www.linkedin.com/company/cannedmarketing  Instagram: @cannedmarketing 

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• The 2025 YouTube NZ Marketing Awards – Winners, Insights & Behind the Scenes

  This week Steph and Ben dive deep into the biggest night on New Zealand’s marketing calendar – the YouTube NZ Marketing Awards. From standout campaigns like Vogel’s brand acts and the bold work from the NZ Herpes Foundation, to Spark’s Supreme win, they unpack what made the winners shine and why these awards matter for the industry. You’ll also hear: Behind-the-scenes stories on what it really takes to enter (and survive) the awards process How judging works and why the process is more rigorous than many think The tension between B2C and B2B categories – and whether B2B gets enough recognition A candid take on the cost of attending and who really benefits Why consistency (hello Stickman) can sometimes be the bravest marketing strategy of all Packed with anecdotes, insights, and a little controversy, this episode is your all-access pass to the night that celebrates the best in New Zealand marketing.

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