Yves Calmette, CMO of WWF Australia and CMO50 Winner joins us this week. With an extensive background in marketing, advertising and communications, Yves shares his experiences working in international advertising agencies, the nuances in marketing between France and Australia and the misconceptions working in the NFP space. In this episode we discuss: · WWF's purpose, the key initiatives and priorities they are working on in Australia and how that has been accelerated with the bushfires and COVID19 · The dynamics of building a global brand yet tapping into local culture, market conditions and current priorities · The need to balance long term brand building with short-term direct response and activation and the myths surrounding the NFP sector · The careful process of digital transformation and change management to adapt to market conditions and the need to cultivate a culture of innovation · WWF's comprehensive 'voice of supporter" program, market research initiatives and brand health track research. Yves also explores the role of trust as the most important asset for WWF and how to trigger word of mouth marketing · The importance of the WWF website as the main engagement tool and the considerations taken in order to strengthen relationships with supporters and potential donors 3 quick questions • Business book you recommend? "Essentialism" by Greg McKeown • Person to follow on social or digital? Tim Duggan - core founder of Junkee Media and is a digital marketing transformation/millennial guru. • One on one dinner with a living human? Actually, dinner with three people not one! Justin Trudaeu, Emmanuel Macron and Jacinda Adern. Website: www.WWF.org.au