‘Selling the power of creativity’: PwC’s CCO Russel Howcroft, one year on
Just over one year ago, adland heavyweight Russel Howcroft joined one of the big four consultancies as chief creative officer. Mumbrella’s Abigail Dawson sits down with Howcroft to discuss his role at PwC, his achievements one year on and the relationship between creatives and consultancies.
Just over a year ago, Russel Howcroft resigned from his job at Network Ten as Melbourne’s executive general manager to join PwC. He was crowned with the newly-created title of chief creative officer.
At the same time, the former Y&R CEO and Network Ten executive was also appointed to the firm’s CMO Advisory Board.
Speaking to Mumbrella about his role at PwC, Howcroft said he works every day on “how PwC expresses itself” and “selling the power of creativity”.
I like the approach. It fits with the ‘consultancy’ nature – helping their clients guide them through creativity and media – in the same way as guiding them through any other area of business.
I think Russel means substantial, not substantive.
I have read it twice, and I’m still not 100% sure what their offer is. But good luck to them.
Is anyone now even more confused about the output of PwC in the CMO space? In this article, if we replaced “PwC” with “agency” then almost all holding groups (and independents) would be doing this for their clients?
Fascinating to see what, if any, work is achieved by PwC by this time next year.
Management consulting companies bring
a huge amount of resources and global knowledge, category and client experience to help CMO’s adopt best practice.
Nowadays, most organizations cannot afford to fund full-time the resources it needs to ensure best practice in all facets of their business. So, they seek counsel from the PWC’s of this world to do that in lots of categories, one being marketing planning, just like they seek the counsel of advertising agencies.
Well done Russ
So from what we learned…. his position was going to create upheaval to agencies, change the game, radically reposition the big consultancy to be a power player in the brand and creative game.
What’s actually happening? He hired some blokes to do the advertising, sits on marketing budget panels, and studies data in spreadsheets while pushing monetary figures. Occasionally he might do some consultancy work with clients to advertise the firm.
#notSurprised
Onya Russ.
Dear Riiiiight,
You have no idea what you’re talking about.
Chances are management consultancies are working with all your major clients right now. Auditing media spend, stress-testing marketing strategies etc., and providing advice. And guess who’s approved their appointment and their bills? The CEO. Russel’s job is to advise companies how
to get real value from their advertising and marketing partners, because most senior clients don’t feel agencies are providing it.
Accenture’s your enemy. Not Rus.
Does the PWC / Google JV apply to Australia? If so, from a creative stand point, the data must be invaluable…? Especially to PWC vs the other 3 competitors…?
https://press.pwc.com/News-releases/pwc-and-google-announce-joint-business-relationship/s/091c203d-1de7-466c-8574-f0ac96593edc
Honestly…..how long do we have to keep looking at this article on the home page – please move on! Or, no doubt part of the plot here is that PwC has purchased a “features” package with Mumbrella to keep the “good message” flowing. Is this editorial – or a paid feature Mumbrella?
G’Day Russel, I just tuned in to your National Press Club address (after you had given your speech actually). I heard enough from the questions and your answers to decide to get in touch.
I think I can help you.
I have a program for coaching (not teaching) creativity skill. which can be used for anyone of any age (and has been). I developed this program back in the early 1970’s when I worked for the NSW Department of Education. I am now in the process of publishing a book based on this approach.
Look forward to hearing from you, Graeme Smith.