AMI CMO of the Year 2019, Fabian Marrone, Monash University CMO on storytelling, academics as influencers and more. Ben and Fabian chat: Moving beyond marketing and advertising to storytelling; Structure of marketing comms; Monash as a global brand; The ‘Change It’ campaign and its global application; Current world issues and telling the stories of Monash academics and what they’re achieving with research; Fabian’s role in Monash’s leadership structure; Breaking down Monash’s 84 different audience segments; Empowering Monash personnel with the freedom to tell the Monash brand story; How Monash understands its target audience with data; What people look for in education today; The modern experience of higher education learning; Gen Z and Monash’s value proposition; Storytelling in different ways on different media; Talking about TikTok; Academics as influencers; The ‘A Future Without Change’ campaign; Content marketing and variety. Six in 60. This chat was part of MarketingMag's content partnership with the Australian Marketing Institute. Stay tuned for future episodes, where we'll speak to a range of the 2019 AMI Award Winners. MarCast is made possible by Hays marketing and digital. The recruiting experts in marketing and digital roles across Australia, for a wide range of industries and job functions. For the latest insights on what it takes to be a marketing director, download Hays' 'DNA of a Marketing Director' report.