StoryWork

Marketing Needs A New Story: What every leader needs to know about marketing in 2026

2026-10-20

Marketing has never offered more possibilities or made it harder to know what to do next. With AI changing how brands are discovered, creators reshaping how stories spread, and audiences scattered across more platforms than ever, what should leaders focus on in 2026?
In this bonus episode of StoryWork, Matt Jones returns from the Cannes Lions International Festival of Creativity with a fresh perspective on building brands, creating demand and finding clarity in an overwhelming marketing landscape.
His central idea? Story has never been more important, but brands can no longer control how it gets told.
Matt’s conversation with brand strategy expert and creator Eugene Healey on the Cannes boardwalk centres on the way brands need to be built as a world, but that now the job of sharing that brand world is increasingly happening through third parties...enter the creator economy.

No. of episodes

12

Latest episode

2026-10-20

Where can you listen?

Matt Jones has built and sold one of Australia’s great modern brands, Four Pillars Gin. Alongside the power of making great gin, the success of Four Pillars was driven heavily by the power of story.

In his new podcast, StoryWork, Matt talks to some of Australia’s most successful business leaders and thinkers. And he asks them to share the secrets of their success, shedding a light on how they put their stories to work.

Story is the original technology of understanding. And from building a business to navigating your career, story might just be the most powerful tool you have. Listening to StoryWork is an education in the power of story to drive growth.

StoryWork is a podcast for business builders and career builders, for leaders and creators, for start-up entrepreneurs and ambitious executives. Because we all need to figure out how to put the power of story to work for us.