We’re halfway through 2025 and AI is the buzzword on everyone's lips. And while it’s changing marketing fast, is the hype legitimate? Host James Lawrence is joined by Rocket Agency’s co-founder, David Lawrence, to unpack what AI adoption actually looks like on the ground, and how Australian marketers can equip themselves for what’s to come - inside agencies, in-house teams and across different marketing roles.

• Reality check: Has AI lived up to the hype - or has it already surpassed it in some areas?
• Where today’s large language models (like ChatGPT, Gemini and Claude) are genuinely delivering value, and where the hype still outweighs results
• The shift from AI anxiety to AI empowerment and what that means for marketers’ careers
• What it means to adopt an “AI-first” mindset across different levels of marketing maturity
• How voice prompting and tools like Wispr are helping break old habits and unlock better output
• Why your workflow, not the tool, should determine which AI platforms you use
• A realistic look at AI in recruiting, what employers are really looking for and how to future-proof your role
• Tips for staying current: trusted newsletters to read and pragmatic influencers to follow

David Lawrence is the MD and Co-Founder of Rocket, an award-winning Australian full-service digital marketing agency. He is also the co-author of the Amazon #1 best-selling marketing book, Smarter Marketer. David has presented at several events, including Inbound Boston, Search Marketing Summit, Mumbrella360, CEO Institute, and various seminars and in-house sessions.

You can follow David on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

What makes people say "yes"? Rocket Agency’s Co-Founder James Lawrence sits down with Dr. Robert Cialdini, the godfather of influence and the world’s foremost authority on the psychology of persuasion, to talk about the timeless principles behind his work, his seventh principle of influence - Unity - and how AI, ethics and empathy are shaping persuasion in modern marketing.

• Origin story: How Dr. Cialdini went “undercover” in multiple industries to discover the universal principles of influence
• A walkthrough of the original six principles - Reciprocity, Scarcity, Authority, Consistency, Liking and Social Proof
• The 7th principle - Unity: Why bonds formed by shared identity matter today
• The importance of ethics: Why marketers should use persuasion techniques truthfully and responsibly
• Influence vs cultural differences: How different regions (e.g., Australia, Asia, Scandinavia) prioritise different principles of influence
• The rise of AI: How marketers are using AI to apply Cialdini’s principles
• The science of “pre-suasion” and how setting context before your message boosts effectiveness
• Real-world examples of effective use of influence and persuasion from brands like Avis, L’Oreal and Best Buy

Dr. Robert Cialdini is a globally renowned psychologist and the bestselling author of Influence: The Psychology of Persuasion, Pre-Suasion, and Yes!. His groundbreaking research on why people say 'yes' has shaped the way professionals across marketing, sales, leadership and behavioral science approach persuasion.

He is often referred to as the godfather of influence, and his principles of influence drive ethical influence strategies today.

You can follow Dr. Cialdini on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

With the growth of AI and LLMs like ChatGPT, the question "Is Google dying?" is often being asked. In this episode, James Lawrence sits down with Rocket’s Head of SEO, Joe Alder, to cut through the hype and discuss the facts about how AI is impacting SEO and search traffic in 2025. The conversation is backed by Australian-first research from Rocket’s SEO team.

Also discussed are the similarities and differences as it relates to SEO and AIO. Whether you're a CMO under pressure to ‘AI everything’ or an in-house marketer navigating new search norms, this is your guide to what’s actually changing and importantly, what is not.

• The current landscape - a reality check on AI traffic and its actual impact on search behaviour
• How Google remains resilient amid AI growth
• AI Overviews - What they are and who they impact
• 6 practical strategies to rank in LLMs that actually work
• The importance of doing good SEO
• How to optimise technical SEO
• Why high-quality content creation matters
• How to structure for ranking high
• How to build brand authority
• How to monitor and adapt to the changing landscape
• The future - How AI and SEO will change in the next 1-5 years

Joe Alder is the Head of SEO at Rocket, where he leads all SEO services and projects. He has over 8 years of experience in implementing complex SEO campaigns and driving tangible results for B2C, B2B and government organisations. Over the course of his career, he has worked for notable brands such as Amazon, Qudos, P&O Cruises, PE Nation, Fujitsu, and Coates, among others.

You can follow Joe on LinkedIn.

Access our free webinar with AdNews on AI and SEO in 2025.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

In-house marketers and agency leaders don’t always speak the same language - but when they do, the results can be game-changing.

In this episode, host James Lawrence sits down with Drew McLellan, CEO of the Agency Management Institute, to unpack what makes agency relationships thrive or fail. Whether you're managing one agency or several, or considering switching partners altogether, this episode is for anyone wanting to bridge the in-house/agency gap.

• The top reason agency-client relationships break down: (communication) and how to fix
• How in-house marketers can improve agency performance through more transparency
• Why caring (and showing it) really matters to agencies
• The red flags that indicate when it’s time to walk away from your agency
• Why investing in building a true partnership with your agency pays off

Drew McLellan has worked in advertising for 25+ years and started his own agency, McLellan Marketing Group in 1995 after a five-year stint at Y&R. He also owns and runs the Agency Management Institute (AMI), which is a consultancy for small to medium-sized agencies that has been helping agency owners grow their agencies since the early 90s. Drew’s agency was a member of the organization for years before Drew acquired AMI and began to run it full-time. Drew’s often interviewed/quoted in Entrepreneur Magazine, New York Times, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.

You can follow Drew on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

People don’t buy luxury for utility. In high-end markets, purchase decisions are driven by emotion, identity and status - not features or price points. For marketers in the high-end space, this changes everything.

In this episode of Smarter Marketer, Giverny Reid - Director at creative property marketing firm &Only and former Creative and Marketing Director at Crown Group - breaks down what actually drives demand in premium categories.

• What sets luxury marketing apart from traditional marketing
• Why legacy and brand credibility matter more than ever
• How to genuinely harness scarcity and FOMO without any tricks
• Why real-world experiences still dominate in luxury and property marketing
• Using digital, AI and emerging technologies like AR/VR to spark desire
• Where most marketers get high-end marketing wrong

Giverny Reid is the Director of creative property marketing firm &Only, bringing over 15 years of experience in building and positioning premium brands in the luxury space. Previously, she was the Creative and Marketing Director at Crown Group, where she played a key role in shaping one of Australia’s most recognised luxury property brands.

Giverny’s work has earned her recognition across the industry, including being named ‘Marketer of the Year’ by realestate.com.au in 2022. She’s also been a finalist in the B&T Under 30 Awards for Design and has led major brand and event campaigns across Australia.

You can follow Giverny on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

The agency pitch process is one of the most important - yet deeply flawed - aspects of the marketer-agency relationship. In this Smarter Marketer Podcast episode, Host James Lawrence talks about the realities of modern-day pitching with someone who’s been at the coalface for decades: industry veteran Darren Woolley, Founder and CEO of TrinityP3.

Darren unpacks the latest State of the Pitch 2025 Report by TrinityP3, revealing why things have actually gotten worse in 2025 - and what both marketers and agencies can do to fix it.

Read the State of the Pitch 2025 Report.

• The most common pitch mistakes made by marketers - and how to avoid them
• Why cost-cutting is undermining agency performance and client outcomes
• The real-world impact of involving too many agencies in a pitch
• How AI and automation are being overpromised in the pitch process
• Effective ideas to create a more respectful, effective and sustainable approach to pitching

Darren Woolley is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Mentor, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, Industry Commentator, Podcaster, and Author. He is also a Past-Chair of the Australian Marketing Institute, Past President of the Melbourne Advertising and Design Club, Ex-Medical Scientist and Ex-Creative Director.

You can follow him on Instagram [@_trinityp3_], LinkedIn, or find out more on his website.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

Email marketing might not be the newest toy in the digital toolbox, but it’s still one of the most powerful. In a time when AI is transforming how we work and big platforms are making it harder for businesses to own audience relationships, marketers are turning back to the basics - and doing them better.

Host James Lawrence sits down with Anthony Capano, Regional Director at Intuit Mailchimp, to talk about how email is thriving in Australia, how personalisation and AI are changing the game, and what smart brands are doing to get ahead.

• Why email marketing is far from dead - and what Mailchimp’s intriguing SXSW campaign was really about
• How Australian brands are achieving some of the world’s highest email open rates
• The resurgence of email in an era of rising media costs, fragmented attention and zero-click search
• Why first-party data is becoming a non-negotiable for marketers
• The role of AI in scaling hyper-personalisation without stretching your team
• Mailchimp’s evolution: from a simple email tool to an integrated platform with SMS, automation, CRM and 300+ tech integrations
• How Aussie brands are using Mailchimp to manage their data, run omnichannel campaigns and boost ROI
• The growing importance of creative and consistency across channels
• What the future holds for marketing teams using Intuit Mailchimp

Anthony Capano is the Regional Director for Australia and New Zealand at Intuit Mailchimp. With over two decades of leadership experience across global ad tech and martech companies, Anthony has launched international brands into APAC, led localised campaigns for names like Woolworths, Telstra and IKEA, and previously served as Managing Director for North America at Rakuten Advertising.

Now back in Australia, Anthony is focused on expanding Mailchimp’s local footprint - building out on-the-ground support, growing strategic partnerships and helping marketers unlock the full power of email and first-party data.

You can follow Anthony on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

Digital isn’t what it used to be and neither is marketing. In this episode of Smarter Marketer, James welcomes back industry legend Rand Fishkin, Co-Founder and CEO of Sparktoro, to cut through the noise as they discuss the flawed logic of traditional attribution models, the pitfalls of over-relying on Google and the importance of audience-first marketing to future-proof your digital strategy.

• Zero-click searches and AI Search tools - Where is traffic going?
• The AI hype cycle - Why most marketers are chasing the wrong trends
• SEO and digital PR strategies - When and why it's vital to invest in PR
• The hidden challenges of AI data sources and what they mean for marketers
• How to find and engage your ideal customers through audience research
• The evolution of social media - How platforms like Facebook, LinkedIn and TikTok are shifting
• Privacy, data collection and attribution - Why traditional tracking models are failing
• Brand awareness vs paid advertising - How to strike the right balance

Rand Fishkin is the co-founder and CEO of SparkToro, a leading audience research software company helping brands discover where their target customers engage online. Prior to founding SparkToro, Rand was the co-founder of Moz, where he built one of the most influential SEO communities in the world.

He’s also the author of Lost and Founder, a candid look at the startup world and a frequent speaker at global marketing conferences.

You can follow Rand on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.