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Ex-CommBank marketing chief Buckman: I was impressed when NAB dumped us

nab_breakupFormer CommBank chief marketing officer Mark Buckman has praised ex-rival NAB’s The Break Up campaign.

Buckman – who now leads marketing at Telstra – made the comments at a panel debate at JC Decaux’s Connectivity Lab afternoon at Sydney Opera House yesterday.

The panel was asked for an example where rivals had done a great campaign.

Buckman, who moved to Telstra in March 2011, pointed to The Break Up which kicked off in February that year. The campaign from Clemenger BBDO Melbourne saw NAB launch an all-out assault in its rivals as it attempted to get the message across that it was not like the rest of the big four.

Buckman said: “There was talk in the market about the big four. All of a sudden, NAB came out with breaking up with the big four. It was bang on the strategy. It was very effective.”

Unilever marketer CMO Peter Boone, whose brands include Lynx, nominated the US Old Spice ads. He said: “It got a lot of attention.”

Nike’s marketing director Juliana Nguyen nominated  the Adidas Impossible Is Nothing campaign which featured athletes talking about the challenges they had overcome. She said: ‘It was a good position for them.”

 

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