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Tourism Australia and Helloworld marketer Kim Portrate to lead new television marketing body Think TV

New TV industry trade body Think TV has hired former Helloworld chief marketer Kim Portrate to be its first CEO.

Portrate will head up the new TV industry trade body.

Portrate will head up the new TV industry trade body.

Portrate told Mumbrella that one of her first challenges would be helping TV networks shift the conversation to ensure their audiences are being compared fairly to digital competition.

“We need an apples to apples comparison so advertisers can make informed decisions about where advertisers can place their money,” said Portrate.

Think TV is a new initiative of free-to-air and pay-TV networks who have combined to create a marketing and research body for the TV industry, with Ten executive Russel Howcroft appointed last month as its first chair. 

Portrate’s appointment sees the new industry body hiring an experienced marketer, who has also worked in media and creative agencies to be a key advocate for the sector.

“Kim’s extensive experience and outstanding credentials as both a senior marketer and in senior strategic roles in agencies is a perfect combination of skills as we seek to stamp TV’s dominance as a powerful medium that delivers results for advertisers,” said Howcroft.

Her most recent role was as the chief marketer for major travel brand Helloworld. Prior to this she spent five years as GM of consumer marketing at Tourism Australia and has also held senior strategy roles at agencies including FCB, BBDO and Carat.

“If you look at my background I have actually been across most sectors of the industry – client, creative agency, media agency, back to client – so I have been involved with lots of different parts of the industry,” Portrate told Mumbrella.

“Throughout that, television has been a common thread through that engagement. I am excited to bring that experience, expertise and passion for TV to grow, evolve and future proof what is an important part of our industry.”

In flagging the measurement challenge, where the total reach of a piece of video on the likes of YouTube and Facebook is placed against the average viewing audience of the television networks, Portrate and Think TV has picked up on broader international measurement  debate.

In the US the likes of Time Warner have also been pushing marketers and media agencies to reassess their metrics. At this year’s Digital Newfronts, Time Warner argued that if Facebook was put on a per minute basis rather than total impressions it would be 158th TV show in the US. 

Portrate said the measurement debate was just one of a number of projects she would be pushing.

 

“We can also be working to develop new systems, new platforms and the aim is to make TV more dynamic and even easier for buyers and advertisers.  There is a lot on the horizon for us.”

Portrate begins in the role on July 1.

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