One reason so many are quitting: We want control over our lives again
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Raja Rajamannar: Why Marketing Must Be Reinvented
In a recent episode of the Marketing Association of Australia x B&T Brand Masters podcast, Raja Rajamannar challenges marketers to rethink the foundations of their profession. He argues that many of the frameworks developed decades ago—from traditional consumer insights and advertising to loyalty programs and the purchase funnel—were created for a vastly different world and need to be reimagined for an era shaped by rapidly evolving technology, data, AI, and changing consumer behavior.
Rajamannar explains that marketing cannot be treated as a fixed science because it continuously evolves alongside culture and technology. Drawing on his Quantum Marketing framework and his experience at Mastercard, he advocates for moving beyond an overreliance on traditional advertising toward more immersive, experiential ways of building meaningful consumer connections. He shares that while at Mastercard, he redirected a significant portion of advertising spending toward alternative forms of consumer engagement—illustrating how brands can rethink established practices rather than simply optimize old ones.
Raja Rajamannar brings audiences a forward-looking perspective on marketing, innovation, technology, and consumer behavior. His ability to challenge conventional thinking and translate major technological and cultural shifts into actionable business strategies makes him an impactful voice for organizations preparing for the future of marketing. To learn more about hosting Raja Rajamannar, contact WWSG.
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