Katie Rigg-Smith unpacks major Australian trends and their impact on marketing

WAMA (Western Australian Marketing Association) hosted Katie Rigg-Smith, Chief Strategy Officer for WPP in Australia and New Zealand, at a highly engaging breakfast event this morning.

The sold-out event drew a large crowd of marketing professionals willing to brave the cold to gain insights into contemporary marketing strategies, and they were not disappointed. From inflation to synthetics, Rigg-Smith discussed how marketers need to approach growth. She emphasised the importance of understanding cultural, social, economic, and geographic trends and their impact on marketing strategies.

“The beating heart of Australia is changing. We are getting older, we are progressing through life stages later, and the role of the home and family is adapting accordingly,” said Rigg-Smith.

Hosted by WAMA’s Emma Ridley, the breakfast session titled “Macro Moves: The major Australian trends shaping marketing strategies in WA” explored the evolving expectations of today’s marketers amidst the shift towards ‘customer obsession’.

Ridley said: “Having Katie here in the West to engage with our WAMA community was such a delight. She is such a powerhouse across all facets of our industry.”

“Her ability to take macro trends, which can sometimes seem lofty, and anchor them in the realities we face here in WA was impressive. Her love for Western Australia shone through, and her futurist perspective inspired us all to think a little differently.”

Rigg-Smith added: “I really enjoyed being back in WA and connecting with such a dynamic group of marketers. The innovative spirit here is tangible. WAMA is a vibe.”

“Big shout out to The Brand Agency for teaming up with WAMA to bring Katie here. This event wouldn’t have been possible without you.”

Written by Eloise Pitts.