The WARC Podcast The Effective CMO: Suncorp's Mim Haysom
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Jul 10, 2025 Join Mim Haysom, EGM of Brand & Marketing at Suncorp Group, as she shares insights from her leadership at one of Australia’s oldest insurance brands. Discover how Suncorp is reshaping its strategy to enhance community resilience through tools like Haven for disaster preparedness. Mim highlights the crucial alignment of company purpose with customer needs to foster collaboration and long-term brand engagement. She discusses the balance between immediate marketing tactics and building a sustainable, resilient brand, especially during crises.
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From Recovery to Resilience
- Insurance typically focuses on supporting customers after weather events, which is important but reactive.
- Suncorp shifted strategy to emphasize helping customers prepare and build resilience before events happen.
Purpose-Driven Brand Evolution
- Connect your brand’s purpose meaningfully with customer outcomes to drive organizational alignment.
- Lean into your purpose gradually for evolutionary, not revolutionary, change that galvanizes collaboration.
Resilient House Prototype and Demo
- Suncorp built a prototype house resilient to bushfires, floods, and cyclones together with scientific partners.
- They then modified real homes on a street to demonstrate practical resilience features in customers' homes.