{"product_id":"insights-by-sanctum-with-tim-farmer-didi","title":"Insights by SANCTUM with Tim Farmer from DiDi","description":"\u003cp class=\"p1\"\u003eJoin us at SANCTUM HQ for the Insights by SANCTUM conversation series.\u003c\/p\u003e\n\u003cp class=\"p1\"\u003eThe morning will begin with networking, a breakfast bar, and complimentary barista coffee and tea.\u003c\/p\u003e\n\u003cp class=\"p1\"\u003eGuests will then hear from \u003cstrong\u003eTim Farmer \u003c\/strong\u003efrom \u003cstrong\u003eDiDi, \u003c\/strong\u003ediscussing the \u003cstrong\u003eUnfair Advantage of Being Small.\u003c\/strong\u003e\u003cbr\u003e\u003c\/p\u003e\n\u003cp\u003eWhat happens when you don’t have the biggest budget, team, or market share?\u003c\/p\u003e\n\u003cp\u003eThis was the challenge Tim Farmer faced when he left the Disney to join DiDi in 2024. His task was to build a brand that could challenge the corporate giant that is Uber and reignite growth across the business. His view was that smaller brands, that can’t rely on scale or investment to drive their growth, have to move faster, take bigger creative risks, and ultimately make ads that people actually talk about if they are to succeed.\u003c\/p\u003e\n\u003cp\u003eThe CMO of DiDi ANZ joins us to share how their now-infamous flute-playing mascot, Nudgy, has taken on one of the world’s biggest brands, and all of the star power that comes with it, by competing on culture instead of category conventions. And, in doing so, driven significant market share growth - proving that sometimes the biggest advantage is not being big at all.\u003c\/p\u003e\n\u003cp class=\"p1\"\u003e\u003cstrong\u003eINSIGHTS BY SANCTUM SERIES IS PRESENTED BY:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cimg height=\"163\" width=\"230\" alt=\"\" src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0684\/5916\/7789\/files\/Stoke_Logo_Medium_7f8711e3-68fb-4f95-bc47-ad74494f4fdf.jpg?v=1777955338\"\u003e\u003c\/p\u003e\n\u003cp class=\"p1\"\u003e\u003cstrong\u003eEVENT SUMMARY:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eInsights by SANCTUM conversation series\u003c\/li\u003e\n\u003cli\u003eHear from Tim Farmer from DiDi\u003c\/li\u003e\n\u003cli\u003eBreakfast featuring Inglewood coffee, a breakfast bar of pastries, fresh fruit, muesli, chia pods\u003cbr\u003e\n\u003c\/li\u003e\n\u003cli\u003eOpportunity to network with SANCTUM Members at SANCTUM HQ\u003cbr\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"SANCTUM","offers":[{"title":"Default Title","offer_id":67091528810541,"sku":null,"price":0.0,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0684\/5916\/7789\/files\/20250827_094255_3.jpg?v=1784700281","url":"https:\/\/sanctumclub.com.au\/products\/insights-by-sanctum-with-tim-farmer-didi","provider":"SANCTUM","version":"1.0","type":"link"}