Launching to disrupt a category

Sports, Video Games and Technology sectors live in a constantly disrupted universe. Matt Lawton, Five by Five’s Australian MD and Nadia Cameron, Editor at CMO, facilitate this fifty minute discussion with two senior marketers who’ve been instrumental in shaking things up in those categories on a global scale. 

Jonathan Anastas is the ONE Group CMO where he oversees all marketing for both ONE Championship, the largest sports media company in Asian history, and ONE Esports. He has also led digital and social for Activision Blizzard launching Call of Duty among other titles during a five year tenure.

Steve Brennen is the CCO of Zip Co. Previous roles included director of marketing for Uber A/NZ, chief marketing officer at eBay, director of marketing Asia-Pacific at PayPal and head of acquisition marketing for Virgin.


2.06 – Panellists share their most successful launches over their careers

5.50 – Orchestrating a truly head-turning, conspicuous product launch

9.29 – Coping with ever-shortening product release cycles

12.56 – Keeping up with cultural conversations and human psyche

14.49 – Achieving authenticity in the creative and media plan

17.00 – How brand equity and talent feed into the moment of launch

21.40 – Finding the right balance of awareness and reach with trial and sales

23.45 – Identifying the critical insight to get people talking about your launch

28.30 – The risk equation

32.00 – Competitive forces and how one-on-one rivalry helps – and hinders – launch efforts

39.00 – An appetite for disruption: How the people factor informs launch success

45.05 – Our CMOs on influencing local and international launch approaches

Matt Lawton