The CMO Show: Why CX Is The Crux Of APAC Marketing

PwC’s Philip Otley delves deep into the world of branded content and customer experience.

In today’s data-driven world, the customer experience can be mapped out like never before. Indeed, insights are abundant, but what brands often fail to realise is that, in the end, your creative will always set you apart.

In this episode of The CMO Show, hosts Mark Jones and JV Douglas delve deep into the world of branded content and customer experience with Philip Otley, a partner at PwC’s Experience Centre in Sydney.

“Back in the golden age of advertising, there was a cultural monopoly where a small number of channels would actually determine what you would be seeing,” Philip said. “The challenge now is we still need to pull those emotional strings, but the volume, the number of channels, the competition within content, the amount of user-generated content is much, much higher.”

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The CMO Show is a podcast about brand storytelling and the future of marketing. Listen to other episodes or find out more about the show here.