Meet the marketers: there will be no PR takeover
The move of PR professionals into broader roles is not the beginning of a public relations takeover of traditional marketing roles in advertising, Qantas head of brand and advertising Kent Heffernan has told Mumbrella360.
In response to Qantas corporate affairs chief Olivia Wirth’s recent move to the broader role of Group Executive of Brand, Marketing and Corporate Affairs, Heffernan told the Meet the Marketers session: “It depends on the industry, I don’t see it as a huge growing trend.”
“Olivia is in that role now and she does have a PR and marketing background; she has been exposed to marketing, particularly in the tourism area. So it’s not necessarily a PR person now taking on a wider portfolio.”
“It absolutely makes sense for us. Having that tight coordination across PR, social, and paid marketing is incredibly important to us so that we can have that consistency in our positioning, in our branding, and integrated sales strategies as well.”
