Graeme Yardy replaces Andrew Howie in top MLA marketing role
Meat and Livestock Australia (MLA) has appointed Graeme Yardy as its domestic market manager, Mumbrella can reveal.
Yardy is replacing Andrew Howie who departed MLA in October to join Westpac as the bank’s head of advertising.
Yardy is set to replace Andrew Howie
At the time of his departure Howie said: “Having banked with Westpac my whole life, the opportunity to join Australia’s first and oldest bank is something I am really excited about.”
Yardy was previously the marketing lead at Horticulture Innovation Australia, a not-for-profit research corporation dedicated to Australia’s $9 billion horticulture industry, for two years.
During his time at Horticulture Innovation Australia, Yardy delivered “insight led marketing and communications to build a thriving and sustainable Australian horticulture sector”, his LinkedIn says.
The marketer has also worked at Wrigley’s as a marketing manager on a contractual basis between 2013 and 2015.
Prior to his Wrigley’s stint, Yardy was the marketing director at Mars in Toronto. Yardy worked on Mars’ marketing team for over three years.
In 2007, Yardy was the brand manager at Johnson & Johnson.
A spokesperson from MLA, said in a statement to Mumbrella: “Graeme is well credentialed to take on this key role within MLA, bringing a wealth of consumer food marketing, categorymanagement and account management experience in Australia and overseas.
“Graeme will report through to MLA chief marketing & communications officer Lisa Sharp as part of the communications, marketing and industry insights team.
“We are excited to have Graeme join the MLA team in early January 2018.”
MLA is known for its controversial and award-winning Australia Day campaigns including ‘Operation Boomerang‘ – which featured a scene showing commandos smashing their way into a vegan’s home before using a flamethrower to burn his furniture – which attracted controversy and generated more than 600 complaints to the Advertising Standards Bureau. The ad, however, was cleared by the ASB on the grounds it did not promote violence towards vegans.
Earlier this year, the company created its most political ad yet, naming the work its ‘January campaign’ and leaving out any direct reference to Australia Day.
Meat and Livestock Australia’s roster includes The Monkeys, One Green Bean, BMF and UM.
Meat and Livestock and Graeme Yardy have been approached for comment.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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