Hosts Esther Kelleher and Kate Ware share the career experiences that shaped their approach to marketing strategy, brand building and customer experience. From Esther's early days at Sportsgirl and leadership role at Etsy Australia, to Kate's agency journey working across digital marketing, social media and business growth, this episode introduces the perspectives behind the podcast.

As experienced marketing leaders, Esther and Kate discuss why they believe there is a gap in the market for honest conversations about branding, marketing careers, consumer behaviour and the realities of building businesses in today's rapidly changing landscape. With a dose of mid life wisdom and life.

The conversation explores the rise of the creator economy, creator-led brands and personal branding, alongside the growing role of AI in marketing and what this means for businesses, founders and marketers alike.

In this episode they discuss Canva's bold approach to AI training, the increasing value of marketing generalists and why authentic storytelling remains one of the most powerful tools in modern brand strategy.

What's In Your Algorithm?

This week's discussion explores emerging marketing trends including:

• Women in SPAM (Social Media, Public Relations, Advertising and Marketing)
• Creator-led brands and personal branding
• Authentic content creation
• Founder-led marketing
• Consumer connection in an AI-driven world
• The future of digital marketing and creator commerce

Esther shares why the creator Eta_birthing caught her attention and the growing movement of creators becoming brands in their own right, while Kate discusses why authenticity continues to outperform formulaic content strategies.

Well Played or No Play?

This week's brand marketing debate focuses on two organisations making headlines:

Australian Red Cross Lifeblood - Well Played

Esther and Kate unpack why Lifeblood's 'Unstoppable' campaign is one of Australia's strongest recent examples of purpose-driven marketing, brand storytelling and emotional customer connection. The campaign demonstrates how even highly regulated organisations can build meaningful brand engagement through powerful storytelling, community impact and creative execution.

Shein & Everlane - Well Played or No Play?

The hosts debate Shein's acquisition of Everlane and what it means for sustainability, ethical fashion, ecommerce marketing, supply chain transparency and long-term brand trust. Is this a strategic move toward a more sustainable future, or does it dilute everything Everlane has stood for?

Key takeaways.

• Why marketing generalists are becoming increasingly valuable
• How creator-led brands are changing consumer behaviour
• The growing importance of personal branding
• What marketers can learn from Canva's AI strategy
• Why storytelling remains essential for brand building
• How commercial outcomes and marketing strategy must work together
• Lessons from Lifeblood's purpose-led marketing campaign
• The future implications of the Shein and Everlane acquisition

Brands and businesses discussed.

• Sportsgirl
• Etsy
• Kmart
• Cadbury
• Canva
• Australian Red Cross Lifeblood
• Everlane
• Shein
• Messy Monkeys
• Beyond The Bump

People Mentioned

• Esther Kelleher
• Kate Ware
• George Fox
• Tina Arena
• Adele Petropolis
• Georgie Roderick

Follow Well Played: Conversations on marketing and brand.

If you enjoy conversations about marketing strategy, brand building, digital marketing, customer experience, consumer behaviour, creator culture, AI in marketing and business growth, we'd love you to subscribe, leave a review and share the podcast with your network.

Follow us on Instagram @wellplayedpod and TikTok: @wellplayedpod

Hosted on Acast. See acast.com/privacy for more information.

We’re good mates who have been fortunate to work together over a number of years, and have always riffed on what we’re observing, feeling and loving in today's climate.

Well Played is exactly these chats. Think light-hearted banter and the kind of senior-industry perspective we were yearning to listen to ourselves. It’s like sitting on the couch and having a cuppa with us.

Each week we’ll bring you segments such as ‘What’s in your Algorithm?’ and ‘Well Played or No Play’ where we dissect current brand and marketing moments. We’ll also be deep diving into shifts in industry trends and bring you interviews with interesting people we see are nailing their play. 

We cover off more than a social media trend or a tactical execution; we go wider and discuss brand and marketing from a birds eye view, looking at how things are changing and why we should pay attention.

Hosted on Acast. See acast.com/privacy for more information.