These social accounts make us better at our jobs

Summary

Style-ish Podcast

Episode: These social accounts make us better at our jobs
Host: Shameless Media
Date: January 15, 2026

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Episode Overview

In the first episode of 2026, the Style-ish hosts dive into the social accounts, marketing strategies, and brand trends that will shape the year ahead. With a focus on actionable insights for those working in fashion, branding, and lifestyle, the conversation spans “ins and outs” for marketing, key accounts to follow, and fresh approaches to career goal-setting.

The hosts bring their signature candid, witty, and conversational style, punctuated by industry anecdotes, sharp observations, and practical advice for listeners keen to level up their professional toolkit.

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Key Discussion Points & Insights

1. Kicking Off 2026: Reflections and Holiday Stories

• Hosts reflect on taking a break over the holidays, playfully recounting poolside antics at the Carlisle and the struggle for sunbeds (“What’s a husband for other than to line up and wait for a sunbed?” – [01:18, A]).
• Transition to discussing how the podcast’s “Friday Fortnightly” format is still new (“We feel like we've been doing this for ages...” – [02:31, B]) but is becoming a key space for deeper dives into brand and marketing themes.

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2. Word of the Week: Social Account Spotlight

Word of the Week: Schooner Scorer

• An unexpected pick: a TikTok/Instagram creator known for reviewing beers globally in 60-second segments ([03:39]).
• Hosts discuss his rise from finance to full-time content creator and the marketing genius of collaborating with big brands, sporting stars, and cultural moments for maximum relevance and audience diversity.

Notable Quote:
“He's working with the likes of Land Rover, different beer brands...I wouldn't be surprised if this started integrating into him taking equity in a beer brand. What he's doing is genius.” – B ([04:35])

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3. 2026 Marketing & Branding: Ins and Outs

Major “Ins” for 2026

• VIP Experiences for Real Customers

  • Brands should create exclusive, rewarding experiences not just for influencers/press, but for loyal customers too (e.g., Henny’s Armidale opening, Grilled’s "raising Cane’s dupe" menu – [11:08, A]).
  • “It’s nice to feel rewarded as a customer, to emulate those events and experiences for you, the customer.” – B ([12:08])

• Campaigns Built for Conversation, Not Just Conversion

  • Stand-out campaigns should invite dialogue and connection, not just sales pushes. Example: Jacquemus’ joyful, talked-about campaigns ([14:56, B]).
  • “Create community and conversation. Conversion will follow at the top of the pyramid.” – B ([14:56])

• Value-Led, Transparent Branding

  • Authenticity and trust are increasingly critical; consumers are savvy and wary of being misled ([22:26, A]; referencing World Economic Forum research).
  • Founders being honest about their journeys resonates more than rehearsed “struggle” stories ([25:39, B]).

Major “Outs” for 2026

• Copycat Social Trends Masquerading as "Marketing in the Moment"

  • Surface-level reactive posts (copying viral trends/“sorry, sale’s note, I can't” Black Friday posts, staged mistakes) are seen as disingenuous and lack cut-through ([16:28, A]; [16:57, B]).
  • “It’s one of the weakest examples of doing that because it feels like a flash in the pan.” – A ([17:48])

• Over-relying on a Single Team Member as the Face of the Brand

  • While involving staff in content is great, the business risk of having one person as “the brand” is too high unless they have significant equity ([20:08, B]).
  • “If that person does not have a share or equity in the business and an incentive to stay...you’ve lost your whole social presence.” – B ([21:35])

• Perfectionism and Over-Polish

  • The vibe for 2026 is messier, more real—show dirty plates, messy makeup bags, and less high-gloss, “inflatable shit on Bondi Beach” ([27:29, B/A]).

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4. Must-Follow Social Accounts for 2026

• Eugene Healy (Marketing strategist, critical thinker, energetic seminar presenter. [29:24, A])

  • “He is one of the smartest critical thinkers readily available to us on social media.” – A ([29:24])

• Willow and Blake (Branding agency known for free webinars, behind-the-scenes content, and high-profile local relaunches. [30:09, A])

  • “I’m really impressed with the work that they’re doing.” – A ([30:47])

• Grad Girl Marketing (Campaign round-ups, trend analysis with a fashion/brand spin. [31:23, B])

• The Kimbino (Intelligent fashion satire—smart, witty, blends in-depth industry critique with humor. [32:02, B])

  • “Her eye and appreciation for fashion is second to none, but her love of satire and comedy is probably more.” – B ([32:04])

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5. Setting & Keeping Career Goals for 2026

Hacks and Mindsets:

• Quarterly Check-Ins

  • Inspired by a friend, hosts recommend personal quarterly reviews across relationships, work, finances, and personal joy ([35:16, B]).
  • “Forget your corporate quarterly check in—where’s your life quarterly check in?” – B ([35:13])

• Focus on Feelings, Not Just Tasks

  • Define career goals according to how you want to feel in your job (e.g., “pride,” “brave”) rather than just to-do lists ([36:18, A/B]).
  • “Think more about your feelings and be really clear about not just what you want to do...what do you want to feel?” – A ([36:28])

• Mood Boards as Motivation

  • Use tools like Canva and vision boards to break down career goals visually and keep them front-of-mind ([39:41, A]).
  • “I do have a summary of my work goals, my personal goals, my financial goals, my health and my relationships on my phone.” – A ([40:21])

• Quality Over Quantity in Learning

  • Pay for select subscriptions, Substacks, and in-person seminars to tap genuine expertise ([41:41, A/B]).

• Future-Orientation: Will This Matter in 3 Years?

  • Use this question to gauge the long-term significance of career decisions, not just short-term gains ([40:50, B]).

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Notable Quotes & Moments

• On Trends Becoming Tiresome

  • “I’m a little bit over the Control C, Control V that we’re seeing a lot of at the moment.” – B ([19:39])
  • “Perfectionism—out. We want to see dirty plates, dirty bathrooms, messy makeup bags, less inflatable shit on Bondi Beach.” – A ([27:27])

• On Value-Led Branding

  • “The brand is your compass and your reputation is the terrain...Your reputation is the story other people tell about you. Your brand is the story you tell about yourself.” – (Referencing World Economic Forum article, paraphrased by A at [23:23])

• On Community vs. Conversion

  • “Create community and create conversation. Conversion will follow at the top of the pyramid.” – B ([14:56])

• On Transparency from Brand Founders

  • “I am so sick of founders, like, going like, I started this with blood, sweat, grit and tears. And I’m like, just say you started with half a million dollars.” – B ([25:39])

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Timestamps for Key Segments

• Opening Banter & Holiday Recap: 00:19 – 03:07
• Word of the Week (Schooner Scorer): 03:07 – 06:48
• Marketing "Ins and Outs" Discussion: 09:45 – 27:29
• Top Social Accounts to Follow: 28:33 – 32:58
• Career Goal-Setting Tips: 32:58 – 41:41

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Tone & Style

Upbeat, irreverent, and conversational. The hosts blend industry expertise with playful, candid commentary, making high-level marketing concepts accessible and enjoyable for professionals at any stage.

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Summary Takeaways

For anyone working in branding, fashion, or lifestyle, the episode offers a treasure trove of actionable advice:

• Focus on authenticity, transparency, and fostering real community over chasing shiny viral moments.
• Follow accounts and agencies that deliver real learning, not just aesthetics.
• Set career goals in line with how you want to feel, not just what you want to accomplish.
• Stay curious, seek out quality industry resources, and be intentional about your growth—2026 is about connection, realness, and pride in the work.

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Transcript

[A]

Foreign. This episode of Stylish is brought to you by Anz Business. Start bright, worry less about the what ifs, and focus on what's next.

[B]

Hello, and welcome back to our first episode of 2026. I'm so excited with the Happy New Year. We definitely missed you guys over the break. Ri. I actually did miss you over the break as well.

[A]

I know we at one point in the holiday period, Mads was like, is this the longest we've gone without seeing each other? I was like, no, doll. I literally went almost a month without seeing you, but it felt like forever and it was only two or so weeks.

[B]

Yeah, I think it's because it's the festive break and we're like, usually both kind of in and around Melbourne, but we both sort of went to the opposite ends of Victoria. And then you went to Brisbane and State of the Carlisle.

[A]

I did. I did have to fight it out for a sun lounge, quite literally. That's a story time for another day.

[B]

I got served this TikTok of 6am at the Carlisle and it was just like. It was like a gate open when, like cattle run out together. It was just watching all these people with towels.

[A]

No joke, Mads. It was a simulation. Like, I also, no way in hell was I getting up at 6am even with the time difference because Brisbane is one hour behind. So we were getting up pretty early. Louis was down there most days lining up and he would just text me. Yeah, obviously. What's a husband for other than to line up and wait for a sunbed?

[B]

Hey, hey. Husbands are also good for getting our champagnes at the bar, which Ray constantly tells me. No, no, we don't get up. That's why I got a husband for us.

[A]

Yeah, no, Lou's very good at that. But look, it wasn't that bad. I think TikTok definitely, like dramatizes it. If you've never been there before and it's the first time you're experiencing it. Mads, soon to go. Yeah, soon to go. Famously for your.

[B]

Do you want to explain why?

[A]

I was with Renee, one of Mad's good friends, at the Carlisle, as we were having a cocktail poolside and we decided that for Maddie's hands, we're going to the car. Maddie doesn't have a partner at the moment. Sorry to tell everyone that 2026 has.

[B]

Started off with Maddie being single.

[A]

But anyway, we pre planned your hands and we're going to the Carla.

[B]

Yeah. And Renee and Ray sent me a text of them poolside going, can't wait for the hens. And I said, listen, guys, don't have a boyfriend, let alone a fiance or a wedding date. And Renee just replied me, details, doesn't matter.

[A]

It's relevant anyway. It was a great holiday. I love it there. I've been there a few times. It can be frustrating if you can't get a po. Truth be told, it didn't bother us that much. We just sat with our books, scrolled on our phones and dipped in the pool.

[B]

We were. Lived your life. What a good way to start the year. And, Ray, I'm so excited because this is like our first full year of the Friday Fortnightly app. We were laughing because we feel like we've been doing this for ages, probably because we were having all these conversations offline and now we have them on mics, but we haven't done that many episodes of this, so I'm so excited for more of this this year. The feedback's been so lovely. The DMs have been so sweet. So, you know, this is our corner of stylish where we deep dive a little further into campaigns and marketing. But I'm excited for this app because it feels like we're doing, like, a little bit different. We're doing a little bit more rapid fire.

[A]

Yeah. It's a bit of a bumper episode. So we've got a few things that we want to talk about. But before we get into it, Mads, you're kicking off 2026 with your word of the week. What is it?

[B]

Yeah, I do this every time I have a swap or word of the week. Fun fact about me. I always will write down what it's going to be and then I usually change the minute.

[A]

I. I do this all the time.

[B]

Yeah, I know, but I think it's because, like, there's always, like, 10 little things floating around in my brain. I changed my swap entirely for Wednesdays and I was like, I want to talk about the Starface pimple patches. So there you go. There's a bonus swap. They're bloody epic. And they're now at Mecca. I don't have to stockpile in America.

[A]

Off you go.

[B]

Okay, so of all of the words of the week that I was ever going to introduce or accounts to introduce to our audience, I never thought one would be someone who has an affinity and affection for beer, but my word of the week is schooner scorer. What? It's a TikTok Instagram account where he's that guy that goes 60 seconds here. Schooner scorer. I'm going to show you my Favorite beer and then rates it out of 10.

[A]

Okay. I remember I actually have seen him in the flesh do this.

[B]

Very jealous of that.

[A]

He came to Australia last year, I.

[B]

Saw him in the building right now. He's in Sydney right now and he's coming to Melbourne and I'm willing to bet going to have a massive Australian Open kind of campaign. How I actually came across Skooner scorer was that he had been in New York, visited my friend Andy Lee's pub, old mates.

[A]

Your friend Andy.

[B]

I also sorry Andy for not answering the call on the podcast. That was a fucking name drop if.

[A]

Ever your friend Andy Lee.

[B]

Well if I said Andy, people like.

[A]

Who Andy of course. No, I was just being a bitch then. So.

[B]

Ok well if we're really fudgeing autocorrecting then Andy Lee and Rebecca Harding his fudgeing wife to be and different. But anyway I look, I'll be honest, we Beck sent it to me and I was like hot was really where it started. But then I kind of became obsessed with Skoonerskora because this guy was working a finance job. He's now made this like his full time job, travels to different pubs, different countries and I just think from a marketing standpoint, beer brands are catching on, establishments are catching on. I think it's like kind of genius because he's working with the likes of Land Rover, he's working with different beer brands. I wouldn't at all be surprised if this started integrating into him, taking ecstasy equity in a beer brand. But I just think what he's doing is genius. The way that he's like hitting the zeitgeist and remaining relevant whilst being able to adapt to individual countries and cultures. I'm obsessed with it. And he's like really tapping into different audiences. Like you know Duke the golden retriever that's in New York. Like he did a like video with him. I'm like this is like clever. You're doing it with like sporting stars, you're doing it with Tom Holland, you're doing it with like you know, in the Swiss Alps. Like it's kind of amazing. So yeah, go off scoon a score.

[A]

I was having dinner with a friend mid last year at the Builders Arms in Fitzroy and was sitting outside and we were watching him film with someone else and I didn't know who he was at the time and then I was like I'm going to make it my mission to find out who this person is because he was so shameless about it which like I love. But I was like this is almost someone who's doing it for a living. Then I found his video and I sent it to my friend Brad, who I was having dinner with. And I was like, we literally watched this happen. And we're in the background, like, staring one.

[B]

I'm so jealous when he comes to Melbourne. I'm like, schoonerskora, hit me up. I know some great pubs in Melbourne. Otherwise I'll take you to Albertson. Don't you hit me up. Jesus. Jesus, Megan.

[A]

She's trying to get a date out of this. It's really good marketing strategy. Yeah. Okay.

[B]

Anyway, I've got a Goldman retriever if you want to film him. No, that's not why. Look, I'd probably take him. Where would I take him? Where would we take him?

[A]

To a pub.

[B]

Yeah. What?

[A]

Probably the Rising Sun.

[B]

Yeah. Where we've got Choice or the Orang.

[A]

Yeah, Orang is good. I'm surprised. Hasn't been to either of those.

[B]

Yeah.

[A]

All right, enough about that. So, as I said, we've got a bit of a bumper New Year's episode. I also love saying bumper. We'll be sharing our ins and outs for brand and marketing in 2026. This feels like very on theme at the moment. I'm seeing a lot of these lists. I did think they would die this year, but they haven't. And I'm not mad about it because I am happy to be sharing our ins and outs.

[B]

Yeah. And I love that there's like such a diverse array of ins and outs. And ironically, we are going to talk about trends and what, you know, we think is in and out. But this is kind of a mainstay or I feel like this has been going on for quite a few years now. I love that you've got, like, Ms. Double Bay doing, like, satire ones like Aperol Spritz being out or like, you know, not wearing a shirt while you're running. But then there's like, you know, fantastic career accounts talking about, like, what should be your ins and outs, you know, as the corporate girls.

[A]

Absolutely. So we'll be touching more on that later. We're also going to be discussing the accounts we're following closely this year to keep up with all things brand and marketing. We have so many of these and we have recommended quite a few over the last 12 months. But these are our top two accounts that we will be locking into for 2026. And finally, we'll be sharing how we're setting our career goals this year. New year, new energy. We've got some really good Insights and tips, tricks, hacks for you guys to also, you know, set up your year for success in the workplace.

[B]

Yeah.

[A]

Before we get into our ins and outs for brand and marketing in 2026, we will hear a word from today's sponsor, Mads. It's a new year, a fresh start. You know what that means? Do I ever.

[B]

The goal setting worksheets come out, we get a sudden urge to revive that genius business idea. And for some, you might even be thinking about quitting that toxic job and finally going out on your own.

[A]

We all want to make this year our best year yet. And honestly, there's no reason why you can't. You just need to get super clear on what you want and find the support to make it happen.

[B]

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[A]

If you're not familiar, it is an incredible resource that will help you set up your business and manage your money properly from the get go. Sadly, this is what stumps a lot of people when they're starting out.

[B]

And I get it. You go into business because you're super passionate about something, only to realize you have to run the business. If you've never done that before, it can be so daunting.

[A]

Absolutely. Anz Business Start Right will give you the guidance you need whether you want to write a business plan or learn to manage your cash flow.

[B]

And for all those burning banking questions, you can even chat to an Anz specialist. That alone is worth its weight in gold.

[A]

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[B]

Search ANZ Business Start right so you can stop stressing and start wondering what's the best that could happen.

[A]

Thank you so much to Anz for making this episode of Stylish possible.

[B]

As mentioned, we love an ins and outs. As much as I love the satire ones. We are going to be a little bit more serious here at Stylish. So when we were debating whether to talk about this or not, I actually pitched this segment for us to cover and I was like, how do we do the outs without it being a neg? And I think what's important, as always with anything, is like, it's contextual, right? It doesn't mean it's a blanket rule. Everything is not black and white. So that's actually one of my ends for 2026, is that it's not always yes or no, deep or shallow. Like there is an in between.

[A]

There's gray, babe. Yeah. Sit in the gray.

[B]

Fifty shades of it, girly. Oh.

[A]

Oh, okay.

[B]

Yeah. That took a turn. I didn't expect it.

[A]

I did.

[B]

Ray, why don't you kick us off? What's one of your ins for 2026?

[A]

Okay, so I actually did what you did for the swap. I had an initial in written down. And then this morning I had a strategy meeting with our research agency, Starburst Insights. And we're planning the year ahead in terms of the key areas. We want to focus on research. And we had a really good conversation. We're just kind of bouncing around what we're seeing on social trends wise. And one thing that I raised and something that I know you're into as well is posting more on Close Friends.

[B]

Yes.

[A]

Posting on Close Friends isn't my in for 2026. Shame, shame. But what it did inspire this idea for me and one of my ins is I think VIP experiences for brands are back.

[B]

Yeah.

[A]

And we are going to see more and more brands really lean in to servicing either that 1% customer. So whether they're top spenders, or creating little sub communities where people feel really, really important and they feel like they're being rewarded for being part of that community.

[B]

Can I give you an example of who I think done this really well and where I think an out of it is? Because I feel like almost every in and out, there's almost like a layered in or out element to it. So one what's out is thinking that a broadcast channel is gonna be like, you've created a community that that ain't in. Who I think did this really well locally was Henny. When they opened their Armidale store. So Henny had this like massive, like kind of press influencer night where everyone was welcomed to the store and was like treated like a queen. They did the exact same thing, shouldering either side of that with their VIP customers that came into the same cocktails to the same kind of spread. I was like, this is really putting your customer at the heart. Because I know as a consumer of a brand, when I say like an influencer event or a press event, I'm like, what are you doing to service me when I'm pouring all my cash into you? It's nice to feel rewarded as a customer to like emulate those events and experiences for you, the customer.

[A]

I completely agree. And beyond even how much you spend for a brand, Another really good example of a brand locally That I think has done this really well is Grilled.

[B]

Yes.

[A]

With the raising Cane's dupe range that they did. What are you gonna say?

[B]

I was like not feeling my best one Sunday and I called like six different grills asking if they had the sauce because I really wanted to try it. Like social media marketing worked a trait on this girl and all sold out.

[A]

Yeah.

[B]

I called a friend whose father in law owned a grilled.

[A]

She's not dropping names left, right, and center this episode.

[B]

No, I just want to. I just want to highlight the extent that I went to try and get there.

[A]

No, I think that's really important to.

[B]

Emphasize and also to be known. I have paid full price at that GR every single time I've ever been there, so.

[A]

I know, I know. I'm just playing. I'm just playing.

[B]

Clearly that connection hasn't really worked all that well for me.

[A]

My point is with Grilled, beyond it being you're spending a lot of money with grilled like you are mans. This menu was only available for a limited time. Still is. Charlotte in the office actually brought it in the other day and we tried a few and they were amazing.

[B]

The.

[A]

I know, they were so good. But you had to be invited to be able to access the menu.

[B]

Yeah.

[A]

And you also had to be part of like this special group. So again, there is that exclusivity nature to it that form a piece that is playing into it. But what I think grill do really well on social is create that environment where people feel like they're part of this VIP grilled community.

[B]

I think they did this best when I think Caitlin Amico actually came up with this strategy for them that she made their TikTok private.

[A]

She did. And we spoke about this on our face to face episodes. So we're seeing a continuation of this strategy really play out into 2020. I also really, really love that it wasn't so much about pushing the product first, it was pushing the community, but subsequently it drives sales and product 1000%.

[B]

If you actually haven't listened to that Face to Face episode read, that was actually my favorite of that series. Not that we're allowed to have favorites, but if we did, that would be mine. I definitely recommend listening to that one because I think she was so articulate in that strategy. And I think you're right. A lot of the time you create these strategies and it's about community, but community leads to conversion.

[A]

And Lucy, I had a podcasting, made a really interesting point to me before we came into the studio. She said What I think will work really well, and I want to credit this because I think it's honestly bang on, is people, brands creating experiences that not everyone can access but everyone can see.

[B]

Yeah.

[A]

And I think she's nailed it there. Yeah.

[B]

Exclusively inclusive.

[A]

Love you guys. What's yours? What's your first in for 2026?

[B]

Okay, so mine is campaigns built for conversation, not just conversion. Now, I understand right now in the current economic climate, every brand is fighting for every dollar. But much to like, the perfect segue off the back of this conversation about grilled is create community and create conversation. Conversion will follow at the top of the pyramid. Giacomo, you think about, you know, that amazing campaign they did for the handbag. I know we're talking about the campaign when we did our 2025, you know, awards, but I think about that whole campaign. I just wanted to talk about it. It didn't mean I went and bought the handbag. Did it make me look up the handbag and kind of go, it's quite chic and like, maybe I'm thinking about it. Is it on my wish list now? Yes, but it was the fact that there was, like this, you know, massive swirl of convo around the campaign. It wasn't like I had this handbag being shoved in my face that's on every celebrity's arms while they're being papped that suddenly I feel like I have to buy it.

[A]

What were the key conversations you were having with your friends about that campaign?

[B]

That it was joyful and fun and that it wasn't a luxury brand taking itself so seriously. Also that she looked fudgeing hard.

[A]

Yeah, I think he does both of those things really well. He's the ultimate storyteller. I think I've said that, like five times on this podcast. But Simone is honestly one of the ultimate storytellers.

[B]

We've also tried to get me to say that brand name six times off mic. So I reckon maybe don't ask me how to say it, you know. Okay, Ray, what's one of your. Do you have another in?

[A]

No. Let's go in. Out.

[B]

Okay.

[A]

All right.

[B]

Give me an out.

[A]

Okay. One of my outs. Social trends masking under the guise of marketing in the moment or reactive marketing. I am over brands jumping on these social trends as if they're really creative or unique, when the fact of the matter is they're just copy pasting something that they saw another brand do, and then that just keeps happening and happening and happening. I'm going to give you some examples.

[B]

I know which one we Hated the most because I think we sent about 18 to each other going hate, hate even more. Hate it the most.

[A]

The where. Sorry, sales note, I can't. During the Black Friday and Christmas period, that was a bit of an eye roll for me. I just felt it was so disingenuous and it also was so obviously a marketing tactic that doesn't actually cut through. And I want to talk about what marketing in the moment actually is. Generally that is responding to something culturally that's happened. Something in the zeitgeist. Or it could be something that takes place at the time of year. For example, the Australian Open coming up or the Winter Olympics. A lot of brands either who sponsor those events are really focusing on tapping into those cultural moments, the conversations, the view ship, all of those things. Yeah. This is like one of the weakest examples of doing that because it feels like a flash in the pan. It doesn't actually make sense for your brand to do this.

[B]

No, you're not. Sorry, sorry. Our products are so good that it's now 30% off. Like we. I'm like, what?

[A]

Yeah. And I'm not hating on the original brand that actually did this. I don't even know who the original brand was. And I think that says enough in of itself. But I'm just over people getting into a boardroom. Be like, quick, we've got to jump on this trend. Or quick, this is the thing that we have to do because we need to market in the moment. That is not marketing in the moment in my opinion. So that is my outfit for 2026. I'll give you a couple of other just quick fire examples. Yeah. Staged mistakes in businesses. So something's gone wrong and we're responding to it and then the consumer benefits from that. For example, accidentally launched a product earlier than what it should be. An influencer revealing a product. I think there was a time and place for those executions. The consumer has become quite savvy and is now very privy to those strategies not actually being authentic and maybe one or two of them were. I'm going to give people the benefit of the doubt. I'm going to give marketers and brands the benefit of doubt. The occasional one might have been. I just find now in 2026 this strategy isn't going to work. And it feels transparent and it feels manufactured. Also low key feel the deliberate intention of trying to go viral is embarrassing. I think it's strange in 2026 brands are saying that their goal is to go viral.

[B]

Yeah. Well, that is just saying you want like the Conversion metric on social. It's to me, it's the same as me saying community over conversion. You're looking for conversion in terms of your metric of views rather than actually building a thoughtful community that follow you on social media and align and interact with your brand.

[A]

Exactly. So that's my out.

[B]

Do you know what other one I want to add to the outlist? Just of like, it's not so much social. It's probably more campaign and shout out to PM ants who I believe did at first for Heaven Mayhem during Black Friday. Was that massive receipt wrapped around them.

[A]

Oh, yeah, that was quite good, which was great.

[B]

But now I'm watching all these other brands do it and I'm like, no, I'm. I'm a little bit over the Control C, Control V that we're seeing a lot of at the moment.

[A]

That's an out in of itself. Yep.

[B]

Control C, Control V, out.

[A]

Done.

[B]

For those of you who don't know what that is, that's copy paste.

[A]

Honestly, at one point I didn't think. Is that the shortcut for Control Paste? Copy paste. Yes, it is.

[B]

On a Mac. I don't know what it's on a PC. It's been a few years in between songs.

[A]

I don't know. Okay, Maddie, you're out.

[B]

Okay. This is. I think this is another controversial one.

[A]

I mean, look, we can say things that might be controversial as long as we're being fair and reasonable.

[B]

Totally. And also people are allowed to disagree with our opinion.

[A]

Exactly.

[B]

It's just my opinion. My out is relying on a singular team member to carry your social media. I'm sorry. Unless that team member has equity, the risk that that poses to your brand, if that person was to leave, is substantial. Now, I'm not saying out is having, like your social media manager front and center. I'm not saying you're out is having your team members in your socials. We do it here at Shameless Media. Tbh. Do it with their team. A lot of brands, Jim, do it with their team. Like, there's some great examples of it being done well and it works.

[A]

And the community response. And we. I will say, just to back up with data here.

[B]

Yeah.

[A]

Anecdotal data. And obviously we get a lot of our community give us feedback in our surveys that we run. The community actually love it because they get a diversification in recommendations. They feel that there are people behind the brand that they're invested in. So there is a love factor for it. But I think what you're talking about specifically is one Person, singular. Almost being the brand advocate.

[B]

Well, it becomes the face of your brand. And I want to be clear as well. This works. This strategy works. What doesn't work is the risk that is brought onto the brand if that person does not have a share or equity in the business and an incentive to stay.

[A]

Yeah.

[B]

Because what happens, they've got you at the Achilles heel as a brand or as a brand founder, that if they want to leave, you either have to pay them a shit ton of money to make them stay or you've like lost your whole social presence and your community is used to one face and one face only.

[A]

Weirdly, this happened in the US and this is so random, but there was this Miami TikTok page. It was like a plastic surgeon and he had his front desk person be the one who was like, fronting his socials. And then that person left and it all kind of blew up into a TikTok controversy. So there is also that backlash, not just in the sense of it being between an employee and employer. It's like, how does that play out online?

[B]

1,000%. And people start going, where's Amy? Where's my girl Amy? I want to also preface that if you're a founder, go off be the singular. Oh, yeah, I'm okay with that. That's in. All right. Speaking of Henry, what's your next in you think?

[A]

This is so obvious for me, but value led brands are in in 2026. I did some research for this inclusion, so I am going to deepen this slightly with a bit of data. But I read a piece in the World Economic Forum, and basically this piece was focusing on the fact that brand equity and trust is more important than ever in 2026. In that piece, they said 70% of people believe they are being misled. And a values LED brand is the only way to cut through and build connection. What I really liked about this piece, and I will include it in the show notes, is they talk about the brand is your compass and your reputation is the terrain. Oh, I know. Really deep, but really strong. And a really, really good way for you to understand how you navigate a really volatile environment. Being the Internet in 2026, because it's scary. People's backs are up, they're squinting their eyes, they're not convinced. Yeah. What I really, really loved in this piece is basically they position. The reputation is a story other people tell about you. Yeah. Your brand is the story you tell about yourself. So you need a really strong story and a really strong brand position to be able to navigate that terrain. So it's very wordy and it's a bit of a deep dive. But I do think if you're interested in marketing, which you are, because you're listening to this podcast, I think you would really, really, really enjoy it for 2026, I will also hold myself accountable in this sense. The brands that I consume and the products I consume, I'm exposed to on social media. I'm going to be making a really conscious effort to be thinking about my values. Do they align with this brand, or do I think this brand is doing a really good job at committing to either their content promise or committing to the product and what they say that they're going to do? Because I will appreciate that more and I also will admire that more because I think those brands are the ones who are going to be able to navigate the uncertainty. Yeah.

[B]

Of 2026, my in is founders being way more transparent about their brand. So I obviously work in brand marketing. I also help with, you know, press strategy, launch strategy, those things. And so, you know, we have a podcast. We have brand founders on this podcast. I love the diversification of questions and insights and answers we get from them. But it is very common that brand founders will have somewhat of a script that they kind of work with internationally in particular. I think locally. Australians are naturally a little bit more versatile and open and a little bit more transparent. But I am so sick of founders, like, going like, I started this with blood, sweat, grit and tears. And I'm like, just say you started with half a million dollars. Because I just think transparency of how hard it is or what you're doing. And I think I. Where I wonder and worry is on TikTok a lot of the time, it's like manufactured transparency. So for me, it's like real transparency. Now, that doesn't mean you have to tell me that the $90 top you sell is$8.50 at cost price. And, you know, you've like, got that margin down from X to Y. I'm not like that. And when people say they want to know, like, modeling structure and stuff, I'm like, sorry, that's just not Nanya.

[A]

Sorry, none of your business.

[B]

No. Also, like, are you asking Kohl's what their margin is on the bananas you're buying for breakfast? Like, come on.

[A]

But that's not also what makes you love and value a brand.

[B]

No.

[A]

When I talk about value, I'm talking about you showing up consistently. Yeah. You being really clear about why I should be consuming your content or why I should love the product that you have it being really obvious and transparent. To your point, what it is, I'm opting into 1000%.

[B]

But I also, like, with the brand story, stop giving me like this. I was on a pier by the beach and like my husband looked at me, I'm like, that's not it. Like, give me the honest answer. Like, were you like hating your job or were you, you know, you got a bloody inheritance and wanted to do something with it or you were cash strapped so came up with the side hustle. Because of that, I just feel like there's like so many PR agencies and PR consultants, like, helping them craft these stories that aren't the truth. And I'm finding I've got this real affinity at the moment for founders that are like, do you know What? I was 46 and I had three kids and I was like, I just can't fucking go back to a full time job. So that's why I started it. I'm like, that's way more inspiring.

[A]

Who's top of mind when you say that?

[B]

I think of Amy Lou from Tower 28 who I've worked for. So maybe I've got a front row seat to that. And the other brand founder who comes to my mind, whose name has escaped me, which is such a shame because I've consumed so much of her content, is the brand founder of Poppy, the soft drink brand.

[A]

Okay, hold on one moment. Colin. Okay, great live Google. Alison Ellsworth and Steven Ellsworth. So they're a husband and wife.

[B]

Yeah. Sorry, Stephen, I've never listened to any you've said, but go. Okay, Ray, we've got an out. I reckon we're pretty aligned on this one. So I think our out just collectively for 2026 is just like a perfectionism. Yeah, it's the antithesis of that. Like, we want to see dirty plates, we want to see dirty bathrooms, we want to see messy makeup bags, less inflatable shit on Bondi Beach.

[A]

And lo fi. Yeah, it's much more lo fi. I mean, I'm even not really taking photos. I went to Marion last week and I took a photo after it was like half eaten because it looked cool.

[B]

Next, Ray and I are going to do a rapid fire round of some of our favorite accounts that we've been following. And we think you should too in 2026. But that will be right after a word from today's sponsor. If you dream of launching a business or leveling up your freelance career in 2026, you can start right now with Anz Business Start. Right.

[A]

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[B]

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[A]

Just search Anz Business Start, right? And thank you so much to Anz for making this episode of Stylish possible.

[B]

Okay, so one of the greatest resources as marketers or those interested in just how brands interact is social media. And look, it can be used for good, it can be used for evil. We're talking about it being used for good today. And you know, I feel like we have the competitive advantage versus any other generation that's been before us because we have these incredible accounts that we can follow for pearls of wisdom, for insight, for breaking down things that would otherwise require a lot of brain power. And hey, sometimes we just need to fast absorb. So we thought it would be really fun for you as our audience. We know you love a social wreck.

[A]

And an accounts wreck.

[B]

Yeah. Because I think our top performing social content that has ever existed is us recommending social accounts. And we've got some favorites, Ray. So let's keep this super rapid fire. I'm very keen to hear your 2026. Two accounts to follow.

[A]

Starting off strong. Eugene Healy. He's a marketing strategist. I know. Kate, our senior producer, also has recommended him. He is one of the smartest critical thinkers readily available to us on social media. I'm absolutely obsessed with his content. I love how much he can deconstruct what's going on in the zeitgeist, but also presents really fresh, innovative takes. He's also doing a lot more seminars. That's another in for 2026. Personally for me, we'll hijack here is attending more seminars and more live speaker events and consuming more content in real form, not just on socials.

[B]

Yeah. And you know what? I think just to layer a yes end, if you will, is making a night of it with your girlfriend.

[A]

Agreed.

[B]

Like make it productive, informative and social at the same time. Win, win, win, win, win.

[A]

And my second one isn't a person, it's a company. And they are amazing. And I've always admired the work that they do locally. Is Willow and Blake. So they are a branding agency. They offer so many amazing free webinars. They give you access to industry leading talent. They also give you really, really deep behind the scenes into a lot of the local campaigns that they've launched. They are responsible for some of the strongest re launches I've seen recently. Beth's Shoes. Yeah, they were the masterminds behind that recent brand relaunch, and I feel like I'm seeing them everywhere. They're really, really good at polishing copy, really great at polished visuals. I'm really impressed with the work that they're doing.

[B]

Yeah, it's funny. I always feel like a really weird patriotic pride when international brands will talk about Australian talent. And I have to say that a lot of international brands that I spok with in 2024 and 2025, a lot of them love Australian copywriters because we kind of get that cheek and that tone of voice. And Willow and Blake was like the name on every US brand's lips. And yeah, I felt super proud of that because I think the girls, Jess and Brie, who created that agency, are just super impressive as well.

[A]

Super, super impressive and really nice.

[B]

Oh, that counts for a lot.

[A]

That counts for a lot. All right, Mads, what are your two accounts?

[B]

Okay, so my first is Grad girl Marketing. If you're not following this account, you definitely should. They basically collate top marketing campaigns in their view of the week. It's very much for the girls. It's very much like brand fashion, lifestyle, beauty kind of brands. They also will kind of summarize key trends, but also tap into, like, cultural moments. So, you know, the best of the Golden Globes, whether it be moments, looks, things like that. I think if you work in brand PR marketing and you have a group slack or teams, this should be one that the weekly wrap should just be. I love that in your chat. And then my second is the Kimbino who I just.

[A]

The queen of satire loves satire.

[B]

The queen of satire loves satire. What I love about this account, and this is so like me to say this is. It's really intelligent. Like, her eye and appreciation for fashion is second to none. Her appreciation for satire and comedy is probably more than her love of fashion. This account is so great. Like, she will break down Runway shows and references that, you know, they're making nod to. And then in the next breath, we'll just be, like, talking about how great Jacob Belordi looks in Bottega and why. Like, you know, it's like his tie is leather and, like, the way that little mullet is whisping at the back. So funny. I love it. She's actually from Wa. So we love an Aussie, but she's like, being sent to, like, Balenciaga shows and, like, sitting front row. So I love this account. I mean, if you just want to giggle, but you also appreciate fashion, this is just.

[A]

Just one to enjoy being smart and being funny. Absolutely. Lethal combination.

[B]

Yeah, agree. So for our final segment, Ray, we are talking about setting career goals for 2026. And what sparked this segment was a substack that you read.

[A]

Yes.

[B]

Do you want to tell us about it?

[A]

Yeah, I'll tell you about it. For those of you who don't follow me on social. How dare you? But I did at Rhiannon Joyce. No, I did share this substack over the break. When I was in Queensland, I was really trying to read a lot.

[B]

She was at the color while we were all name dropping. This episode, this is a real episode.

[A]

I had a coconut margarita in one hand, my phone in the other, and I was scrolling substack. And Alexis Barber, too smart for this. She dropped an amazing substack. Smart girls decide. Yeah, I really, really liked this piece because it honestly just reminded me real momentum comes from deciding who you want to be and actually committing to it.

[B]

Yeah.

[A]

It's like, this is who I want to be and I'm going to commit to striving towards that. It's not about weighing up endless options that are presented to you. It's like, nope, this is my North Star and I'm sticking to that. And I absolutely love this direction. The headliner for this piece was 5 Ways to Channel your chaotic ambition into an intentional lifestyle instead of rebranding your life every four business weeks. So New year, new energy, but also super, super intentional. And I took a lot away from it. And it made me want to come to this conversation with you and find a way to share really tangible hacks, tips, tricks with the listeners on how do you set your goals for your career.

[B]

Yeah.

[A]

And how do you make sure that you stick to them? And what do we do to do that? So, Maddie, what do you do?

[B]

Hit me. So this, actually, this is something I've implemented this year. I always said I was going to do it and I was never great at it, but I'm very committed to it this year and it actually came from my friend Ella. So shout out to Ell, who is incredible. She's just become a lawyer. And we were talking with a friend at a wedding recovery who was just mentioning, like, she wasn't super fulfilled by work. And she was like, you know, I've just got to wait until my next check in and maybe like, see from then. And Ella was like, absolutely not. Forget your corporate quarterly check in. Where's your life? Quarterly check in. And I was like, I love this.

[A]

I actually do this. Yeah, go Ella.

[B]

Ella was like, relationship, friendship, work, money, like just personal joy. Like, you know, if it's like, I want to go to Pilates three times a week, add that in there too. We were all riffing after it and it kind of. The conversation went on for about an hour. But basically having these quarterly check ins with yourself on all these key elements, I feel particularly passionate about the work one. Not because I'm a workaholic, but because it's more. There's no professional KPI. This isn't your boss telling you you should be doing this or you know you've got something you wanted to do for your team by then. It's like, what did I actually intend to achieve in this period? Is it fulfilling me? Do I want to be doing this? Because I think a lot of people get to December each year and go, I didn't have a great year at work. It's like, but you probably weren't having a great year in March. And had you been doing the quarterly check in, we might have been out of that toxic workplace. We might have been aspiring for that promotion. But if you're not doing that, it's like the years kind of sounds brutal, but waste away.

[A]

I agree. I also find it really helpful to build on this. Think about how you want to feel at work, not what you want to do at work.

[B]

Yeah.

[A]

Because so many people attribute their success and their sense of self to ticking boxes. And businesses will sit down and make KPIs with you.

[B]

Yeah.

[A]

That a good business will. Yeah. And that will help that business achieve what they want, but also make you feel fulfilled in that role. But ultimately that doesn't focus on your feelings. That doesn't focus on how you want to show up every day. And a lot of the time, and I think what a lot of the conversation that you were having with Ella and your other friend is that they don't feel fulfilled because they're not thinking about their feelings. Yeah. Think more about your feelings and be really clear about not just what you want to do in the year. What do you want to feel?

[B]

Yeah. And Ray, just to like add, I feel like we're doing yes and yes and plus plus, plus for all of these. But there's so much here I want to cover. When we say feel. This isn't like, you know, I Had a saddy day because even baddies have saddies. But it's going, okay, am I fulfilled, you know, professionally? Do I have a career pathway? Am I fulfilled with what I'm being paid? You can't all the things. Right. You might have a job you're super passionate about at a, you know, workplace.

[A]

That's super.

[B]

Values led that because of those reasons, can't afford to be paying you what you would be paid if you went and worked for an insurance company or a gambling agency. Like, there's all these different things that come into play. It's not having all the things all the time or going, am I like, skipping on rainbows every day I go to work? But it is going, how do I check in with each of these things that I value?

[A]

I think at the end of the quarterly check in, I would suggest that you reflect and say, what is the feeling I felt the most? And then almost like doing a bit of a word map. I find word maps really, really helpful. And then you can really home in.

[B]

On the ones that I'm an entj. Because the thought of doing a word map, like, makes me want to vomit. I might do an Excel spreadsheet and put everyday feeling in.

[A]

No, I like to write my words down. But an example of a feeling I really want to have this year is a sense of pride. I really want to be proud of everything that I do and what I touch in the workplace.

[B]

Yep.

[A]

And that is going to be my North Star in terms of a feeling.

[B]

Yeah.

[A]

And I think that will really help guide a lot of the decision making I have when it comes to the work that I do. Does that make sense?

[B]

It makes total sense. I feel the exact same. I kind of tie it in. Personally, for me, it's kind of tying that in with, hilariously, my personal word of the year a couple of years ago. But brave.

[A]

Yeah.

[B]

I want to be proud. Even if that decision is questioned by people or there's a risk that's involved. Like, I want to be brave about that decision making.

[A]

Like, and even if it doesn't work, it's like, I still tried and I still pursued something that didn't work.

[B]

Yeah.

[A]

Commercially. But I'm still proud of the fact that I pursued something that was different or I pursued something that was not easy.

[B]

Totally. And I look at all of my friends that have started businesses or, you know, companies, and I'm proud of them, whether those businesses and companies have surged or, you know, quietly closed shop years later, because I'm way prouder of them. Than had they have just stuck at their desk job. I'm not saying having a desk job is not something to be proud of. I'm saying had that idea of being there fully formed and they not gone after it.

[A]

Yeah, absolutely. One more I want to give you, and this is a very tangible thing that I do is I use Canva a lot. Not just in a work sense, but personally for mood boarding. I'm a very visual person, which Mads, you're probably like, what the. She's got the word maps.

[B]

I'm like. And that is why it takes many colors to make the rainbow.

[A]

Yes, yes. But I do break out my career goals into financial. I also break them out into what it is I want to do in terms of the areas of the business that I work in. So for me specifically, market research is one of those things. I'll break that out specifically. Then I'll break it out in leadership and management. Then I'll break it out into commercial. I get very, very niche when it comes to those goals. And then I speak, I write down them in Canva. And then I actually use visuals as a way to make it aesthetically pleasing but also inspiring. I then also put that into. This is a bit weird, but people always laugh when they pick up my phone. I do have.

[B]

I was gonna bring this up. I'm glad you're gonna.

[A]

I do have a summary of my work goals, my personal goals, my financial goals, my health and my relationships on my phone. And it is a daily reminder to me what I'm striving for and what.

[B]

I'm trying to achieve.

[A]

But I do hope I haven't changed over my.

[B]

Okay. I do hope hanging out at Albert's with Maddie remains on the relationships one.

[A]

Yeah, that's not going anywhere. Okay, can you give us a really tangible tip, hack or trick for our listeners?

[B]

Look, it's. I don't know that it's so tangible, but I think that people get told this a lot in their personal life. And I'd love for people to start thinking about it professionally, which is, will this matter to me in three years? I think we think about it a lot when we decide whether we're going to have conflict with a friend, whether we're going to have anxiety about, you know, relationship, you know, management piece or, you know, what's going on when we've gotta move house or whatever. But I think career wise, everyone's very shortsighted. Cause we're all kind of looking for the next thing around the corner. And I think just due to the nature of the world we live in. Everything so fast paced. I think taking that step back, especially when we're looking and honing in quarterly, but also going, will I care about this in three years? Big picture, does this matter to me? I think it helps lead you to the North Star and not just look at things in bite sized sections. So that's my lucky last.

[A]

Oh, I really like that.

[B]

Do you have a lucky last?

[A]

Just one more thing that I'm doing this year that is a very quality over quantity approach. And I also want to acknowledge there is a bit of privilege that comes with this, but I am paying for more subscriptions and resources than ever this year because I'm really wanting to focus on consuming content that I genuinely feel is valuable. And a lot of the time when you're tapping into the minds of experts or people who have a voice of authority, that comes with spending money. And I am cutting costs in the other way so that I can make space for that, particularly on substack.

[B]

Yep.

[A]

And as I said before, I am going to really, really make a conscious effort this year to attend a lot more seminars and in person events. Not just to connect with people, but also to really take that learning experience offline and into real life.

[B]

Ray, I love that one so much because when you think about it, most people will probably have, you know, Disney. Cause tell me, Liza's back. You've probably got Netflix, you've probably got Amazon Prime. Like you probably have all of these because at some point you got it for a TV show. Unsubscribe to one of those that you're not using anymore and that'll pay.

[A]

That is exactly what I did, Mads. Yeah, I unsubscribed from three of them. I won't tell you who name them. And yeah, making space for that. That's all we have for today. You guys will hear from Mads, Joe and Annika back on Wednesday. As always, feel free to email style-ishameless media.com au or sign into our DM over at Stylish Pod to keep the conversation going. Big thanks to the show's production team, our wonderful head of podcast, Lucy Hunt, and the incredible senior podcast producer, Kate Emma Burke, who is with us today.

[B]

She has to deal with all of our silly.

[A]

I know. She's like, what do you, what do you say?

[B]

A wish and a prayer, I hope. A wish and a prayer for Kate for 2026. Because guys, it's been a chaotic first day back. I know.

[A]

Do you know what chaotic first day back, setting the tone for the year to all our listeners out there. Okay.

[B]

Kate said she loves the chaos. If you can't hear it, keep that in.

[A]

Keep that in. But, guys, thank you so much for listening. We always appreciate it, and we can't wait to get into 2026 with you. See you later.

[B]

Bye.

[A]

This podcast was recorded on Wurundjeri land. Always was, always will be aboriginal land.