Brand Jam

Episode 12

Jamming brand and insurance

"If you’ve got the opportunity, not just to hear research findings and look at data, but to speak to real people—that’s how you stay connected to what’s really happening with customers, and in the community."

In this episode Scott jams with Mim Haysom, Executive General Manager, Brand & Marketing for the Suncorp Group, about the family of insurance brands they own, including AAMI, AAPIA and Shannons, and the way each has its niche in the Australian market.

She reflects on her time in agency land, owning the officially ‘most recognised jingle’ in Australia, creative effectiveness and the secret to brand salience and keeping old brands fresh. She shares her approach to customer research, the importance of being agile and responding to cultural moments, and literally getting to know your customer face to face to stay current and customer focused.

It all rounds out with a look back at some classic and memorable campaigns from the 70s and 80s where both host and guest show their age.


Mim Haysom


Episode 12

About Mim

In a career spanning two decades, Mim has become recognised as one of Australia’s pre-eminent leaders in marketing.

In her role as Suncorp’s Executive General Manager Brand & Marketing, Mim leads Suncorp’s network of brands, which include Suncorp, AAMI, GIO, Apia, Shannons and Vero. She is responsible for setting the overall brand strategy and the end to end marketing program across all of the brands in the portfolio including brand strategy and positioning, digital and programmatic marketing, marketing automation, social and content, sponsorships, 1:1 customer lifecycle management, master media management, and strategic and commercial partnerships.

Previously General Manager for M&C Saatchi, Australia’s largest advertising agency, Mim has been globally awarded for building the brands of some of Australia’s most recognised companies including Commonwealth Bank, IAG, ANZ, Woolworths, Lexus and Optus. In 2017 under Mim’s leadership, M&C Saatchi was named Australia’s most innovative company by the Financial Review.

Mim is known for delivering cut-through creative that delivers results. She is passionate about supporting the next generation of creative and marketing leaders and has been recognised as an industry leader for her drive to find new ways to move the industry forward, as well as being an active speaker and mentor.

Mim is also a Board Trustee for St Vincents Clinic Foundation, a member of the advisory Board for Wheelchair Rugby Australia, and a Director of Shannon’s Auctions Ltd.