ADMA adds seven industry leaders to advisory committee

The Association for Data-Driven Marketing and Advertising (ADMA) has added seven industry leaders to its advisory committee in new positions created to bolster the group.

IPG MediaBrands CEO Mark Coad,  Tourism Australia CMO Susan Coghill, Suncorp’s general manager of marketing Mim Haysom, The Iconic CMO Alexander Meyer, Optus CMO Mel Hopkins, MacMorgan principal David Morgan and Qantas CMO Jo Boundy are the latest appointments to the committee.

ADMA will be focusing on education and regulation in 2021, following the ‘litmus test’ of 2020 on the use of data and creativity in marketing.

“As strange as 2020 was due to COVID-19, it was also a marketing litmus test,” said ADMA CEO Andrea Martens.

“A litmus test for growth focus, data-led decisions, creativity that reached deep into the customer psyche and an in-depth understanding of the implication of structural, regulatory and market changes. I’m pleased for ADMA to have the guidance of so many big thinkers in marketing to help guide marketers and the industry through 2021 and beyond.”

In response to COVID-19 sending Australians into home offices last year, ADMA launched a 12-week marketing masterclass with Mark Ritson, focused on supporting marketers with strategic and tactical tools required in the challenging market.

ADMA was bought by the Australian Computer Society in 2019, bringing with it the former assets of the Australian Alliance of Data Leadership (AADL), the Institute of Analytics Professionals of Australia (IAPA), Digital + Technology Collective (D+TC), and Data Governance Australia (DGA). The sale was described as a move to “[reinforce] the growing importance of data to modern business and [ensure] those who work with data anywhere in the organisation are supported by industry associations that understand the needs of technology, digital, governance, analytics and marketing.”

The industry body has also recently emerged from a period of turmoil which began in early 2018 when long-serving CEO Jodie Sangster departed ADMA and its parent organisation for a role at IBM, with CCO Steve Sinha taking up her responsibilities.

The CEO role was not formally replaced, with Ben Sharp appointed managing director. Sharp only lasted two weeks with Sinha once again taking responsibility for the organisation.

In June, former CEO of Aussie Home Loans Stephen Porges became CEO of the overarching body AADL, and Sharp was replaced two months later by former global chief brand officer of Jurlique, Andrea Martens taking on the ADMA managing director role. Chief member officer, Mandy Eyles, also left the organisation.

In September 2018, the NSW Supreme Court found Porges engaged in misleading and deceptive conduct in business ventures unrelated to ADMA and the AADL, and he was ordered to pay almost $1m.

In April 2019, Porges stepped down and Martens took on an expanded role across AADL.

The new additions to the advisory committee join the exisiting members of CEO of Zip and committee chair, Steve Brennen, HiPages CCO Stuart Tucker, Coles CIO Roger Sniezek, Facebook group industry director Paul McCrory, and ANZ CMO Trisca Scott-Branagan.

Martens said ADMA is “committed to addressing what we know the industry needs; the rigour we need to supply thought leadership around the issues they are facing and an understanding of the current regulatory landscape, providing a platform for our industry leaders to collaborate and helping future leaders understand and reach their potential through education.”

Brennen added: “This is a fantastic inclusion to our advisory board. It adds diversity, depth and some new thinking. We are happy to welcome these new members to the board.”

The role of the advisory committee is to leverage the differing experiences of data-driven marketers and businesses to support ADMA members through the latest developments in the marketing sphere.

Haysom said: “The role and the opportunity for ADMA to lead the industry on building marketers’ capabilities, and to provide thought leadership and advocacy around the fast moving regulatory changes impacting us all is both exciting, and critical to the future sustainability of our industry.”

Hopkins added: “The acceleration of regulation, digital evolution and the role of marketing in organisations evolving quickly, ADMA will play a critical role in ensuring we stay ahead of the curve. The blend of creativity and data driven marketing has never been more crucial.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.