Interbrand appoints Nine’s Nathan Birch as CEO following departure of Kieren Cooney

Following the announcement Interbrand’s CEO Kieren Cooney would be leaving to become REA Group’s first chief marketing officer, the Omnicom agency has announced Nine’s director of innovation and transformation Nathan Birch will be taking up the role.

Interbrand’s new CEO Nathan Birch

Prior to joining Nine in June 2016, Birch was director of digital strategy at Deloitte Digital.

A statement from Interbrand said Birch was joining the agency at a time when competition for all brands and companies is intensifying.

“Every business is at an exciting crossroads; disruption, if not already happening, is inevitable,” Birch said.

“The most successful companies in recent times have recognised that their brand experience, both for external customers and internal employees, is critical to the success of their business strategy and growth.

“It’s a perfect time for smart businesses in Australia to leverage their brand experience to fuel innovation, differentiate themselves and to drive growth.”

Birch said customer experience would be at the forefront of the business’ strategy and growth and noted he was a long-time fan of Interbrand.

“The way they’ve created sustained growth for many of Australia’s most-admired and valuable companies through the implementation of bold, clear strategies and an unparalleled body of creative work – it is the alchemy of truly breakthrough thinking and breathtaking creativity that I am so drawn to,” he said.

Interbrand Australia and New Zealand chairman Marty O’Halloran said Birch was the right person to lead Interbrand into its next period of growth.

“He’s passionate about both the exciting and confronting challenges that innovative technologies and rapidly changing customer expectations and behaviors are having on strategies for brands and businesses today.

“We’re excited to see him deliver real change,” he said.

The appointment comes after O’Halloran launched a global search to replace Cooney who had been with the Omnicom Group – across DDB and Interbrand – since 2014.

Birch takes up the new role on 26 April. Nine’s plans for his replacement are not yet clear. The network has been approached for comment.


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