Marketing Disrupted 2025

Most marketers focus a lot on what the brand says rather than what they do. Jetstar has managed to put a smile on passengers' faces though acting in a disruptive fashion for the industry and mastering the unexpected. This has both changed perceptions of Jetstar and reaffirmed its position as the region's low-cost carrier of choice.

Join us online on 17^th June for a Q&A Interview where Thinkerbell Founder (and Consumer Psychologist) Adam Ferrier interviews Jetstar’s Head of Marketing Jodie Rochetich on all things Jetstar.

Challenging brand perceptions and industry norms
What it takes to disrupt – and continue to disrupt
Embracing a fun, light-hearted, and approachable brand tone

Pricing

Members: $0

Non-members: $39 + GST

Product Details

Date:
17/06/25

Time:
12:00pm - 1:00pm NZST

Online

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Meet Jodie

Head of Marketing, Jetstar Airways

Jodie started her career in advertising account management with experience on big blue chip accounts such as NAB, ANZ, Cussons and Heinz. She left advertising for the client (or dark) side and worked at Telstra, NAB, ANZ and Energy Australia before finding herself at Jetstar running AU & NZ Marketing before taking on the Group remit including South East Asia and Japan. Interests include reading, being too social, dogs, tv and film trash tv, music and exercise. She is member of the cult of Peloton.

Meet Adam

Founder & Consumer Psychologist, Thinkerbell

Adam is one of Australia's leading creative strategists, and a consumer psychologist. Adam began work life as a criminal psychologist, before becoming a cool hunter (and completing his masters in psychology in ‘Identifying the Underlying Constructs of Cool People’) and then co-founding Naked Communications APAC. Naked was a wild trip and became one of Australia’s most audacious and successful agencies, embracing a strategically focused behavioural change model.

Following that, Adam co-founded Thinkerbell - where they practices 'Measured Magic' - bringing together marketing science and hardcore creativity. After just 3 years Thinkerbell was officially recognised as Mumbrella’s 2021 Creative, Full Service, and PR Agency of the Year - the first time one agency has won all three awards, and is the 2021 B&T PR Agency of The Year

In other news Adam is also the author of two books “The Advertising Effect” (Oxford), and 'Stop Listening to the Customer' (Wiley). Adam co-hosts the potentially multi-awarding winning podcast ‘Black T-Shirts’, and is a regular media commentator on Sunrise and The Project (and served his time on the panel of Gruen for 6 years). Adam is married to Anna and has two sons Asterix and Arturo (like the Kardashians but with an ‘A’).

Mortal: The Data That Breathes

A defiant, unfiltered, and fearless response to the corporate world of ‘data solutions.’ Mortal isn’t here to make spreadsheets prettier.
It’s here to make marketing powerful and measurable.

The first real test of Mortal’s prowess came from an industry that desperately needed a data revolution—Out-of-Home (OOH) advertising. Billboards were taking over cityscapes, but no one could truly measure their impact. Media companies were selling screens, but advertisers were flying blind.

So engaged by the industry, Mortal built Calibre—a game-changing measurement system that cracked the code for audience reach, frequency, and contacts in the Out Of Home industry. Calibre didn’t just validate OOH; it set the standard. It gave advertisers the power to see, predict, and optimise their spend like never before.

Mortal Beyond Billboards: Redefining Business with Data

While Calibre was reshaping OOH, Mortal was also operating behind the scenes under another brand, tackling critical data work for New Zealand’s biggest businesses:
⭕Forecasting demand and optimising delivery areas for print distribution.
⭕Designing smarter e-commerce delivery zones that balance logistics with customer behaviour.
⭕Identifying market potential and reducing store cannibalization.
⭕Finding new customer segments to future-proof sales and drive growth.
⭕Optimising retail networks by refining store locations and customer reach.
⭕Profiling customers and students to shape offerings and improve engagement.
⭕Uncovering shopper behaviour and market trends for smartre decision-making.
⭕Building national territory frameworks to fuel franchise growth.
⭕Redefining store marketing zones using smarter population insights.

The Philosophy: Data Brought to Life

Mortal hunts, dissects, and animates customer data, revealing the patterns no one else sees. It takes raw numbers and gives them lungs, so brands can finally see their audience in full color.

This isn’t about tracking customers. It’s about understanding them so deeply that every campaign, every dollar, every decision cuts through the noise like a blade.

Mortal is built for brands and marketers who are done with gut-feel marketing need to make better decisions, more quickly.