Sam Ford Collins once made dead convicts talk to sell wine. And it helped turn an unfashionable Australian Shiraz into one of the industry's biggest breakout brands. The campaign, 19 Crimes Talking Labels, won marketing's prestigious Super REGGIE. But Sam will tell you the secret wasn't the technology. It was the positioning. Position or Perish is her mantra. Over a career spanning Diageo, Treasury Wine Estates, and the Mark Anthony Group, Sam has built brands, challenged category conventions, and delivered serious commercial growth. Today, as an independent brand strategist, she's taking on a new challenge: an industry drowning in AI-generated sameness, copycat luxury, and beautifully executed marketing that gives consumers absolutely no reason to care. Her belief is that great marketing takes more than clever technology and a big budget. It takes cultural curiosity, commercial intelligence, and the courage to stand for something. Sam is on a mission to bring less slop and more soul to modern marketing.