The Western Australian Marketing Association held its first breakfast event for 2025 at Fraser’s.
Nani Creative design lead Leigh Wood and Bankwest copywriter Ash Broadway kicked off proceedings by revealing WAMA’S new brand.
The Growth Distillery and News Corp Australia's Growth Intelligence Centre director Dan Krigstein shared his insight into a world where consumers are faced with more choice than ever and have less time to make decisions, while being disrupted regularly and often.
To ease this cognitive load and become the brand of choice, brands need to:
- Shift from building trust to breaking cynicism.
- Build agency in their customers, who are their most valuable asset.
- Understand that simplicity is the greatest advantage they’ll ever have.
Krigstein was later joined on stage by CoreData WA founder and deputy managing director Kristen Turnbull who facilitated a fireside chat and calmly navigated a deluge of online questions from the audience likely riddled with spelling errors.
Both Krigstein and Turnbull agreed that the biggest misconception about what drives consumer decisions is that it’s logic, when it’s in fact, emotion.
WAMA chair Rene LeMerle said what an epic start to the 2025 breakfast series.
"Dan nailed the importance of leveraging consumer insights to drive growth as behaviours shift and markets reset from a conservative mindset," LeMerle said.
"Kristen brilliantly distilled it into practical takeaways—build affinity, prioritise experience over product, and simplify to cut through in today’s sceptical market.
“I’d also like to say a big thanks to our brand team for bravely facing the firing squad with the launch of our new identity, which was received by the WAMA community with overwhelming praise and support."
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