Culture has always been the backdrop for marketing, but in the next 25 years, can brands and creatives become true culture makers, or are they destined to follow? In this episode of Hard Refresh, host Andrés López-Varela is joined by Jonathan Harley (media and tech executive, ex-Canva/Twitter/60 Minutes), Tess Palmyre (Founder, Brandable), and Tim Duggan (Author and Chair, Digital Publishers Alliance) to unpack the stakes. From Trump tweeting about Cracker Barrel’s logo to the backlash against DEI, the panel weighs whether marketers can authentically shape culture, or if values-driven storytelling is the only ballast in increasingly turbulent times.In this episode:Culture wars on fast forwardTim points to the recent Cracker Barrel logo saga, where Trump’s tweets sparked boycotts, as proof brands are now reacting to culture instead of leading it.Purpose under pressureTess and Jonathan argue values can’t just be slogans; Target’s retreat from DEI vs. Costco’s consistency shows who survives cultural turbulence.Authenticity as ballastJonathan stresses that authenticity is grounded in values, not marketing spin, and is the only way brands can navigate volatile cultural seas in the digital age.Fragmentation VS mega-brandsTim warns we may end up with “10 mega-brands and 10 million scraps” in future, while Jonathan highlights Canva and Red Bull as examples of brands acting like cultural institutions.Humanity shines through AI "slop"Tess insists that even in a sea of sameness, audiences gravitate back to messy, human, imperfect stories and that those are the cracks where culture happens.This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

From podcasts to TikTok sounds, digital audio has moved from background noise to the cultural main stage. In this episode of Hard Refresh, host Andrés López-Varela is joined by Adam Johnson (Co-Founder, Original Audio & Chief Growth Officer, Nova Entertainment) and Georgia Tappy (Social Media Consultant) to explore what the next 25 years could hold for audio. They debate why brands obsess over their logos but not their sound, how memes like Jet2 Holidays became earworms by accident, and whether podcasts have hit their ceiling, or are only just beginning. Together, they imagine a 2040 world where audio surrounds us, from neural implants to AI-generated soundscapes.In this episode:Memes, music, and memoryGeorgia points to Jet2 Holidays as proof of how sonic consistency can turn into a cultural meme, building “neural pathways” for a brand in the public imagination.Why brands ignore soundAdam argues marketers will spend so much time on Pantone colour codes for how they look, but rarely define how they sound. He calls it a “missed opportunity,” noting sonic stings in TikTok ads boost recall by 191%.Podcasting’s evolutionThe panel debates whether podcasts have peaked; Georgia sees video podcasts as expanding the medium, while Adam worries cameras risk stiffening the natural intimacy of conversation.Advertising in the audio ageBaked-in reads and product placement are making a comeback as the most resilient formats, even as audiences skip ads at record rates. The panel likens it to radio jingles and old-school TV tea breaks.The sonic futureLooking ahead to 2040, Adam and Georgia imagine homes where AR glasses, smart speakers, and neural interfaces make audio an ever-present layer, raising questions about privacy, shared experiences, and manipulation.This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

The agency model has been declared “dead” more times than we can count — but it keeps coming back in new shapes. In this episode of Hard Refresh, host Andrés López-Varela is joined by Hannah Muirhead (Founding Strategy Partner, Chapter), Missy Burrell (Director of Social, Mainstay Media), and Freddy Hollow (Director of Sales & Marketing, GolfBox) to explore what the next 25 years might hold. From the boom in in-house teams to AI eating junior jobs, the panel debates whether agencies can still prove their value and whether the future belongs to nimble independents, fractional experts, or the holding groups .In this episode:In-housing is surgingHannah cites IAG data showing 78% of Australian marketers now have some kind of in-house function, up significantly in recent years. In-house teams excel at brand guardianship and consistency, but often lack the “out of the box” creative firepower agencies can bring.The skills-gap riskMissy warns that if AI takes over too much grunt work, the next generation won’t get the “in the weeds” experience that shapes great strategists and tastemakers. Agencies have long been training grounds; without that, who makes the big calls in 2040?Fractional models on the riseThe panel agrees that clients don’t always need a $250k strategist on staff, but they do need access to that calibre of thinking occasionally. Agencies offering fractional or freelance-based models may be the most sustainable future.IP, pricing, and blockchainHannah floats the idea of blockchain-tagged creative assets to ensure agencies are fairly paid when their ideas scale and potentially moving advertising pricing closer to music or licensing models. The group debates whether this could reshape client–agency trust.Indies vs holding companiesFreddy argues indies will remain attractive because they’re nimble, even as holding groups offer scale and efficiency. But without retainer models, the challenge will be whether small agencies can create space for creativity and craft to flourish.This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Advertising is fragmenting faster than ever — but does that mean the big brand ad is dead? In this episode of Hard Refresh, host Andrés López-Varela is joined by Amber Martin (Founding Partner, Hypnosis), Dean Hunt (Founding Creative Partner, Chapter), and Mike Drysdale (Creative Strategist, Folklore) to map the future of advertising. They debate whether creativity and craft can survive in a world of 584 formats, how agencies redefine their value beyond “outputs,” and if advertising can still lead culture — or if entrepreneurs and communities are now setting the pace .In this episode:Creativity as the constantAmber insists that amid budget splits and fragmented channels, big creative ideas remain the force that makes sense of it all and the glue holding brand building together.The return of brand platformsDean argues that we’ve come full circle: long-term brand thinking and human insight are back, and the best new work often feels “a bit nineties, in a good way”.Agencies out of the output gameMike warns that commoditised outputs and AI are forcing agencies to reposition as problem-solvers, not producers. Amber backs this up, saying agencies that don’t elevate will be shortchanging their value.Big brand ads still matter - if crafted wellThe Telstra “whistling” campaign and Bear Meets Eagle examples show that storytelling and craft can ripple across TikTok and TV alike when the idea resonates.Australian advertising’s edgeFrom the Matildas’ galvanising patriotism to Bluey’s cultural export, the panel explores what’s uniquely Australian about advertising that connects deeply with audiences.Who leads culture now?Mike challenges the table: advertising isn’t leading culture anymore, entrepreneurs and communities are. The others argue agencies still have a role if they get out of their glass towers and reconnect with people.This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

Automation is no longer just a tool — it’s becoming the operating system of marketing. In this episode of Hard Refresh, host Andrés López-Varela is joined by Kirsty O’Connell (Senior Account Director, equ.) and Sophie Winter (National Manager, Content & Communities, Australian Wildlife Conservancy) to debate the promises and pitfalls of automation. From Meta’s AI gone wrong with a feral cat campaign for the Australian Wildlife Conservancy to the risks of handing brand safety over to machines, the panel dives into where humans should still hold the reins. Together they ask: when everything can be automated, what’s left for marketers to do ?In this episode:Where humans still matterBoth guests argue that community management, creative concepting, and tone of voice should remain human-led, automation can optimise and scale, but only people can bring context, empathy, and credibility.When automation backfiresSophie recalls a feral cat awareness campaign that Meta’s AI targeted to cat lovers, sparking outrage. It’s a cautionary tale about brand safety when platforms make decisions without context.Losing control of creativeKirsty explains how automated ad placements distorted campaign assets in ways the team didn’t expect, a trade-off of efficiency for oversight that left clients asking hard questions.Agencies as orchestratorsRather than being replaced, agencies may thrive by helping brands navigate orchestration, strategy, and ethics once automation eats the “busy work.” Both panelists argue this will shift agency-client conversations to bigger, more interesting questions.Future-proofing talentSkills like prompt engineering, measurement, and critical thinking are becoming the new basics for junior marketers. The panel sees automation forcing marketers to level up, reclaiming marketing as more than “promotion” and returning to its roots in product, pricing, and audience insight.This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.