The CMO Awards podcast episode 16: Brand rejuvenation: CMO winners from Bank of Queensland and Uber unpack their playbooks for marketing effectiveness

Host: Nadia Cameron, Publisher | Editor – Marketing

Brand rejuvenation: How do you honour the legacy while seeking a new narrative that grabs attention, compounds consumer and customer affinity, and delivers new commercial momentum? In this episode, two of our 2026 top 10 CMOs from the CMO Awards – Bank of Queensland marketing chief and #1 CMO of the year, Adrian McCaffrey, and Uber head of marketing and #6 CMO of the year, Nicole Bardsley – unpack what they’ve been doing to deliver marketing effectiveness with their fresh, reinvigorating approaches to brand.

In the last 18 months, McCaffrey has been spearheading BOQ’s key strategic growth program, ‘The Bank of Queenslanders’. The multi-pronged repositioning takes into account brand, media and customer channels to new product development, tech and app innovation, and internal cultural and operational change.

BOQ was carrying the “hallmarks of being a leader”, including the brand codes and cultural affection that could take it there. Yet it lacked the energy and united momentum to make it one, says McCaffrey. Having been outspent by the majors by 25:1 in a $400m+ media spend category, BOQ marketers also found themselves almost entirely skewed to performance-heavy campaigns and spread too thin. Three pillars reset the gameplan: Reinvigorate the brand’s core promise as a bank for Queenslanders, build a new customer-first multi-channel platform model, and win in retail and business banking. Cue a return to significant sporting partnerships, a more targeted media approach, and even an ‘ultimate Queenslander’ program and quiz on TikTok.

“The genius of the ‘Bank of Queenslanders’ is that it’s so simple,” says McCaffrey. “It felt like we’d fallen into a trap of having to explain who we were and what our brand meant a little too much, versus leveraging what it says on the tin, or what people know us for.”

The result in six months were hefty: Number one share of voice in Queensland, double-digit percentage growth in home loan SME applications the team “had to check a few times to make sure they were correct”, per McCaffrey, and positive uplift in key brand metrics. Importantly, it’s an example of how marketing can drive true balance sheet contribution, he says.

At Uber, a mature Australian market and category leadership meant a diminishing growth trajectory for the rides bus