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Hard Refresh

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by State of Social

11 episodes

Updated Daily

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Podcast Overview

Discover what’s in store for us in the next 25 years of digital marketing and how the first 25 years of this century shaped our industry (and the world), in Hard Refresh. This limited 10-episode series from Australia’s best marketing conference, State of Social, looks ahead at what trends, technologies, cultural shifts, and maybe even controversies, will define digital marketing over the next 25 years. Andrés López-Varela (a.k.a. ALV), one of Australia's most experienced marketing educators, is joined by a cast of industry leaders picked from the ranks of this year's State of Social speakers to unearth what's next for digital marketing. Join them as they press F5 to discover a refreshed perspective on everything from the next evolution in social media to the role of marketing in culture, from the future of digital audio to the changing role of online video, from the era-defining impacts of AI and automation to the brave new world for marketing agencies, and much more. Hard Refresh is recorded and produced on the traditional lands of the Whadjuk Noongar people, the Awabakal people and the Gadigal People of the Eora Nation.

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Publishing Since

8/17/2025

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Recent Episodes

September 4, 2025

Hard Refresh on culture-making

Culture has always been the backdrop for marketing, but in the next 25 years, can brands and creatives become true culture makers, or are they destined to follow? In this episode of Hard Refresh, host Andrés López-Varela is joined by Jonathan Harley (media and tech executive, ex-Canva/Twitter/60 Minutes), Tess Palmyre (Founder, Brandable), and Tim Duggan (Author and Chair, Digital Publishers Alliance) to unpack the stakes. From Trump tweeting about Cracker Barrel’s logo to the backlash against DEI, the panel weighs whether marketers can authentically shape culture, or if values-driven storytelling is the only ballast in increasingly turbulent times. In this episode:<ul><li>Culture wars on fast forward Tim points to the recent Cracker Barrel logo saga, where Trump’s tweets sparked boycotts, as proof brands are now reacting to culture instead of leading it.</li><li>Purpose under pressure Tess and Jonathan argue values can’t just be slogans; Target’s retreat from DEI vs. Costco’s consistency shows who survives cultural turbulence.</li><li>Authenticity as ballast Jonathan stresses that authenticity is grounded in values, not marketing spin, and is the only way brands can navigate volatile cultural seas in the digital age.</li><li>Fragmentation VS mega-brands Tim warns we may end up with “10 mega-brands and 10 million scraps” in future, while Jonathan highlights Canva and Red Bull as examples of brands acting like cultural institutions.</li><li>Humanity shines through AI "slop" Tess insists that even in a sea of sameness, audiences gravitate back to messy, human, imperfect stories and that those are the cracks where culture happens.</li></ul>This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

September 4, 2025

Hard Refresh on digital audio

From podcasts to TikTok sounds, digital audio has moved from background noise to the cultural main stage. In this episode of Hard Refresh, host Andrés López-Varela is joined by Adam Johnson (Co-Founder, Original Audio & Chief Growth Officer, Nova Entertainment) and Georgia Tappy (Social Media Consultant) to explore what the next 25 years could hold for audio. They debate why brands obsess over their logos but not their sound, how memes like Jet2 Holidays became earworms by accident, and whether podcasts have hit their ceiling, or are only just beginning. Together, they imagine a 2040 world where audio surrounds us, from neural implants to AI-generated soundscapes. In this episode:<ul><li>Memes, music, and memory Georgia points to Jet2 Holidays as proof of how sonic consistency can turn into a cultural meme, building “neural pathways” for a brand in the public imagination.</li><li>Why brands ignore sound Adam argues marketers will spend so much time on Pantone colour codes for how they look, but rarely define how they sound. He calls it a “missed opportunity,” noting sonic stings in TikTok ads boost recall by 191%.</li><li>Podcasting’s evolution The panel debates whether podcasts have peaked; Georgia sees video podcasts as expanding the medium, while Adam worries cameras risk stiffening the natural intimacy of conversation.</li><li>Advertising in the audio age Baked-in reads and product placement are making a comeback as the most resilient formats, even as audiences skip ads at record rates. The panel likens it to radio jingles and old-school TV tea breaks.</li><li>The sonic future Looking ahead to 2040, Adam and Georgia imagine homes where AR glasses, smart speakers, and neural interfaces make audio an ever-present layer, raising questions about privacy, shared experiences, and manipulation.</li></ul>This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

September 4, 2025

Hard Refresh on agencies

The agency model has been declared “dead” more times than we can count — but it keeps coming back in new shapes. In this episode of Hard Refresh, host Andrés López-Varela is joined by Hannah Muirhead (Founding Strategy Partner, Chapter), Missy Burrell (Director of Social, Mainstay Media), and Freddy Hollow (Director of Sales & Marketing, GolfBox) to explore what the next 25 years might hold. From the boom in in-house teams to AI eating junior jobs, the panel debates whether agencies can still prove their value and whether the future belongs to nimble independents, fractional experts, or the holding groups . In this episode:<ul><li>In-housing is surging Hannah cites IAG data showing 78% of Australian marketers now have some kind of in-house function, up significantly in recent years. In-house teams excel at brand guardianship and consistency, but often lack the “out of the box” creative firepower agencies can bring.</li><li>The skills-gap risk Missy warns that if AI takes over too much grunt work, the next generation won’t get the “in the weeds” experience that shapes great strategists and tastemakers. Agencies have long been training grounds; without that, who makes the big calls in 2040?</li><li>Fractional models on the rise The panel agrees that clients don’t always need a $250k strategist on staff, but they do need access to that calibre of thinking occasionally. Agencies offering fractional or freelance-based models may be the most sustainable future.</li><li>IP, pricing, and blockchain Hannah floats the idea of blockchain-tagged creative assets to ensure agencies are fairly paid when their ideas scale and potentially moving advertising pricing closer to music or licensing models. The group debates whether this could reshape client–agency trust.</li><li>Indies vs holding companies Freddy argues indies will remain attractive because they’re nimble, even as holding groups offer scale and efficiency. But without retainer models, the challenge will be whether small agencies can create space for creativity and craft to flourish.</li></ul>This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.

11 total episodes available

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Frequently asked questions

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What is Hard Refresh?: Discover what’s in store for us in the next 25 years of digital marketing and how the first 25 years of this century shaped our industry (and the world), in Hard Refresh.

This limited 10-episode series from Australia’s best marketing conference, State of Social, looks ahead at what trends, technologies, cultural shifts, and maybe even controversies, will define digital marketing over the next 25 years. Andrés López-Varela (a.k.a. ALV), one of Australia's most experienced marketing educators, is joined by a cast of industry leaders picked from the ranks of this year's State of Social speakers to unearth what's next for digital marketing.

Join them as they press F5 to discover a refreshed perspective on everything from the next evolution in social media to the role of marketing in culture, from the future of digital audio to the changing role of online video, from the era-defining impacts of AI and automation to the brave new world for marketing agencies, and much more.

Hard Refresh is recorded and produced on the traditional lands of the Whadjuk Noongar people, the Awabakal people and the Gadigal People of the Eora Nation.
How often does this podcast release new episodes?: This podcast updates daily.
Where can I listen to this podcast?: This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: Yes, this podcast regularly features guests.

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