Sky News Business will turn the spotlight on the marketing profession in a series of three-minute programs created by the Australian Association of National Advertisers (AANA) and media agency MEC Global.
Marketing Dividends, to be hosted by MEC Global chief strategy officer James Hier, will run for 13 episodes with the aim of promoting the importance of marketing.
The idea was drawn up by the AANA in collaboration with MEC Global who took the idea to Sky News Business, which is funding the program.
The first episode, which goes to air on Monday, will focus on Suncorp group executive, customer, data and marketing Mark Reinke.
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Sky’s interest in the concept is “testament to the growing realisation that the marketing profession is core to business success,” AANA chief executive Sunita Gloster said.
“To raise the profile of the marketing profession is one of the key strategic pillars of the AANA. I am delighted that our members have really got behind our content marketing initiative,” she said. “Consumers are empowered like never before. Consequently, successful businesses have recognised the need to become much more consumer-centric.
“The marketing function is the conduit to that focus which is why we are seeing leading corporations now expanding the role of the marketer to encompass virtually every facet of the consumer experience.”
Jeff Brown, head of business development at Australian News Channel said: “Marketing Dividends will appeal to anyone interested in learning what makes businesses tick and what fuels business and economic growth.
“The AANA have enlisted an authoritative and highly respected guest list of marketers from Australia’s biggest brands. Marketing Dividends will be compelling viewing for existing and aspiring business leaders.”
The series will air as three-minute segments, and will also be available in longer format online via the AANA website and YouTube.