Australia’s top 10 most prolific chief marketing officers revealed

Media monitoring service Streem has ranked Australia’s Top Ten most prominent CMOs/marketing leaders, from 1 November 2021 to 31 October 2022.

The travel, banking and consumer goods industries dominated the list, with Tourism Australia’s chief marketing officer, Susan Coghill taking the top spot for visibility, mentioned a total of 117 times.

Susan Coghill.

Coghill told Mumbrella: “There is no denying media outlets and consumers alike have renewed interest in travel this past year! Since international borders reopened earlier this year, we’ve been taking every opportunity to remind the world of what Australia has to offer with smart and effective marketing. Equally, we’ve sought to remind Australians about the value of international tourism to our economy and communities around the country.

“From the immediate PR push and tactical media placements around the borders reopening to the introduction of our new ambassadors, Rose Byrne and Ruby the souvenir kangaroo in our new brand campaign, Come and Say G’day, I’ve really enjoyed sharing the smart thinking and great work from the Tourism Australia marketing team and our agency partners.

“It was particularly important to me to share our new brand campaign with outlets such as Mumbrella – the strategy behind it, how it lends itself to markets around the world, and the interesting research that helped us develop and refine the idea and understand how consumers positively responded to the creative.”

“Our tourism campaigns have an incredible legacy, and we’re in a lucky position where Australians and our industries (travel and marketing) genuinely care about the work we create,” she said.

With the reopening of Australia to international visitors in February 2022, a structured reopening suite of activities was delivered across relevant markets.

TA’s ‘Don’t Go Small. Go Australia’ campaign was launched in North America, the UK, Continental Europe, and New Zealand; and its ‘Yours to Explore’ campaign was launched in Singapore, Japan, and South Korea.

In addition, when the date of the final episode of Neighbours was to be aired in the UK, TA capitalised on its shared cultural moment, and booked a spot and mashed its ‘Don’t Go Small’ campaign with characters and footage from Ramsay Street.

Most recently, TA launched the next instalment of its global ‘There’s Nothing Like Australia’ brand platform, with a new campaign inviting international travellers to ‘Come and Say G’day’, and discover the true meaning of an Aussie welcome.

Suncorp’s Mim Haysom also made it into the top ten, with 98 mentions.

On making the top two, Haysom commented: “I think over the past year as the business world has grappled with so much change and uncertainty, there has been greater interest in marketing and the role marketers can play in solving the big business problems. Brands that are successfully driving growth through innovation and creativity are getting more attention and driving more discussion in the media, and I’m proud we’ve played a role in that at Suncorp. “

Streem communications lead, Jack McLintock, told Mumbrella: “The strong profile of leading CMOs demonstrates the continuing desire of brands to directly communicate their purpose with their key audiences, a trend that is likely only to accelerate.”

Australia’s highest-profile marketing chiefs from 1 November 2021 through to 31 October across print and online coverage.


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