Claire Williams the new head of marketing for Premium Content Alliance

The Premium Content Alliance (PCA) has appointed Claire Williams to the role of head of marketing. She will oversee the marketing of the Alliance’s three brands, ThinkTV, ThinkNewsBrands and ThinkPremiumDigital.

Williams joins the business with more than 25 years of marketing and research experience, including 14 years with Lion where, in her last role as consumer connections director, she led media and partnerships across some of Australia’s best-known beer brands.

Claire Williams

Prior to that, she was based in London where she held a global role for Diageo and oversaw markets including the US, Europe and Asia.

Williams replaces Rowena Newman who departed in May to join Publicis Groupe’s media investment arm, Publicis Media Exchange. The appointment is effective immediately.

Williams said: “I’m delighted to join PCA and apply my experience to the expanding opportunity that premium media presents in Australia. The team continues to produce best-in-class research and learnings and I’m looking forward to sharing these insights with our industry colleagues.”

Premium Content Alliance CEO, Kim Portrate, said: “It’s rare to find a candidate with the perfect combination of skills. With her knowledge and experience across multiple categories and countries, Claire is the ideal person to help advertisers and agency partners harness the power of media to build their brands and grow their businesses.

“Post-Covid the world has changed. Now, more than ever, marketers need to be thoughtful, insightful and relevant when connecting with consumers. Claire brings a fresh pair of eyes to our business which is exactly what we need to help advertisers get the most out of media and through this inflection point.”


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