Mark Buckman moves from CommBank to Telstra
In one of the the biggest marketing personnel moves of the year, Mark Buckman, chief marketing officer of Commonwealth Bank of Australia, is to head Telstra’s marketing.
The shakeup also sees Telstra’s chief marketing office relabelled Telstra Innovation, Products and Marketing. Kate McKenzie, whose new title is Group MD – Telstra Innovation, Products and Marketing, said:
“Mark is moving to Telstra after five years at the Commonwealth Bank of Australia, where as chief marketing officer he reinvigorated the bank’s brand, transformed its marketing, helped revamped the online channels and strengthened the bank’s focus on customer service.”
“Mark joins Telstra with a track record of achieving outstanding business results and helping to drive the CBA’s focus on improved customer service – two strengths that will be highly valued at Telstra, and by our customers and shareholders as we become a true sales and marketing company that is faster to market and more focused on our customers.
“Mark’s appointment now completes the talented line-up we have built in our Brand & Strategic Marketing team with Mark Collis and Inese Kingsmill also joining us this year.
“I’m looking forward to an exciting 2011 for the marketing arm of our group as the team brings our new brand positioning to life and works with the business units to reinvigorate our approach to marketing to help Telstra become more attuned to our customers and shine even brighter in the market.”
Buckman – who starts in late March – said: “While I am sad to be leaving CBA where I am very proud of what we have accomplished over the past 5 years, I am very excited to be joining Telstra at this exciting time in the company’s transformation. The telecommunications industry is going through rapid change and brands have never been more important to help attract and retain customers. I look forward to contributing to Telstra’s success.”
Buckman’s bold strategy for CommBank saw the brand undertake a global search for its ad agency, eventually settling on Goodby, Silverstein & Partners in San Francisco. The ads – initially featuring the antics of an inept fictional US ad agency – were derided by many within the industry, although the brand’s key marketing metrics improved and CommBank was named B&T’s marketing team of the year. CommBank was also the most awarded client at this year’s ADMA Awards.
CommBank has since moved to a similarly distinctive black and white style of ads, with several directed by French director Jean-Pierre Jeunet.
Buckman’s move appears to have taken CBA by surprise, with Barbara Chapman, Group Executive Human Resources and Group Services taking temporary charge. She said: “Mark is a strong and unique marketing talent who over the past five years has taken many courageous steps to significantly transform marketing within the Commonwealth Bank. He leaves behind a great team, and has made a real difference to our brand internally and externally.”
“Although we are disappointed to see Mark leave, we acknowledge that this is a wonderful opportunity for further career advancement and we wish him well in his future career
The CBA statement said: “While the Bank considers its next steps Ms Chapman will assume responsibility for overseeing the Marketing function.”
Key staff in Telstra’s marketing communications group including Mark Collis, John Turner and Inese Kingsmill will report in to Buckman.
The recruitment process was conducted by Hourigan International. Anthony Hourigan told Mumbrella: “Telstra has now rebuilt itself a team with strategic and creative firepower that’s second to none. Mark is the most senior marketing leader in the region. Kate McKenzie has a coup here.”
The appointment will trigger furious speculation within agencies on Telstra and CommBank’s rosters – and those that would like to be.
Telstra has already signalled a review of its extensive roster. Ad agencies include DDB, BWM, Ogilvy and Three Drunk Monkeys. DDB is currently working on a campaign around Telstra’s new brand positioning, work which previosuly would probably have gone to Ogilvy.
Along with Goodby Silverstein, Buckman’s key agencies at CommBank were BMF and media agency Ikon.
Buckman’s appointment caps a remarkable four month transformation for the Telstra marketing team, which saw the departure of its most senior marketers Amanda Johnston-Pell and Chantal Walker. The telco brought in Microsoft’s head of strategy Inese Kingsmill as director of Business Unit Marketing & Communications and former ECD Mark Collis as creative chief.
Buckman is also deputy chairman of the Australian Association of National Advertisers.
Buckman told Mumbrella it was too early to discuss the roster. He said: “I’m sure that Mark and Inese are already on top of that. I’m not even yet familiar with all of the work of all of the agencies on the roster.”
He added: “I’ve been very impressed by all the executive team and their vision for the future of the organisation.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I’m running a book on how many times ‘edited by mumbrella for legal reasons’ appears on this topic.
My guess (not including the above) is six.
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I just love the way the headhunter is quoted.
Talk about self-interest.
Buckman may or may not prove to be a great marketer, but one shouldn’t look to his work at CommBank as proof of either.
CommBank is a virtual monopoly and enjoyed the benefits the other big 3 enjoyed during the GFC. Kevin Rudd virtually assured them their fortunes with the $1m bank guarantee.
Telstra is another virtual monopoly. Like many I’m a long-suffering Telstra customer. If there was a competitor with Telstra’s mobile coverage I would’ve switched long ago. Unfortunately, there isn’t.
Time will tell if Mr.Buckman justifies the headhunter’s finders fees, but I think he’ll need to display his skills in a more competitive environment before we really know.
But full marks to Mr. Hourigan for congratulating himself so early in the process.
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Mark Collis’ comment about women had me ready to unbundle every one of my intricate Telstra plans and walk. It was top of my New Year’s plans.
I am a fan of Buckman. I will sit and wait.
But if Collis stays I’m out.
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time will tell – I’m with you. I love the fact that Mr 20% gets his bit in the press release.
“Kate McKenzie has a coup here”. How’s the humour. Because he’s really going to say…”we struggled with this one and to be honest, Buckman is the tallest dwarf from the shortlist and I’m just relieved to get my commission”
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Well yes Hourigan maybe could have chosen his words better but Buckman is extremely impressive.
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Good luck to Mark on his new role!
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I love the description by one of the commenters of of CommBank being a ‘virtual monopoly’ which ‘enjoyed the benefits the other big 3 enjoyed during the GFC’. Last time I looked through the OED that was called an ‘oligopoly’.
Good luck Mark in shaking up Telstra – good product, pricing that can be sharpened, but customer service … EEEK!
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A well deserved elevation for one of this country’s bravest and most visionary marketers – the critics (mostly anonymous!) sharpened their knives when the ‘Determined to Be Different’ campaign launched on Australia Day 2005.
Little did they realise that it was only the tip of the iceberg in helping to transform the CBA brand. The indicators of success are now plentiful and Ralph’s handsome ‘package’ publicly confirms it! Now it’s timely that Mark moves on to his next big challenge, joining like-minded peers.
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Oops, you’re quite correct Tim B – it was actually Australia Day 2008 (not 2005).
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Congratulations mark on the new role. And well done anthony on a great placement for a business that feels like its on the cusp of significant transformation.
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Comment removed by Mumbrella
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Dealing with Telstra over the phone is responsible for more people considering self harm than any single mental illness in this nation.
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what’s with the obsequious remark that the CBA brand has been transformed?!
the average Australian would say yes, it’s gone from sayo dipped in vegemite to bizarre mad max koalas to self-congratulatory art-house short films
moreover, they’d note that the biggest change to CBA has been the fact that so many execs are now paid ridiculous sums of money, including the CEO at $16m and for god’s sake the head of HR at $4m
at least Mark Buckman handles his own PR better than Ralph does
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I’m closing this comment thread for legal reasons.
Cheers,
Tim – Mumbrella