Significant seven: respected marketers

Over the next few days, we are publishing highlights from this year’s Mumbrella Annual.

1. Mark Buckman, Telstra
In July, Australia’s largest marketing department restructured, giving new CMO Mark Buckman, who joined in December 2010 from CommBank, complete control.
His most visible change so far has been turning a dusty old brand into a kaleidoscopic trip with the “Welcome to life in full colour” campaign, taking the brand further away from its government roots.

2. Lucie Austin, Coca-Cola
Personalised the largest brand in the world with the ‘Share-a-Coke’ campaign, and caused hysteria in the soft drink aisles of supermarkets in the process.

3. Peter Boone, Unilever
The Dutchman marked his arrival in Australia by calling a media pitch. He then got the creative agency scene scrambling into action by saying he’d listen to all-comers. While other marketers were trimming their rosters, he fattened his by appointing five more agencies. Both a mover and a shaker.

4. Sandra de Castro, NAB
No one could argue with the decision to promote De Castro, one of the architects of the Break Up campaign, to CMO in June. De Castro brushed off NAB’s grand prix win at Cannes. “As a bank, the Break Up is not about winning an award,” she said. “It’s about us spending two years trying to get the message across to our customers.”

5. Lewis Pullen, Qantas
Kudos to Pullen who was brave enough to call a global media and advertising review within weeks of joining Qantas. He weathered the volcanic ash-like PR storm of the fleet grounding to call a pitch that, according to agency feedback, has been brilliantly run.

6. Simon McDowell, Coles
McDowell took a chance when he gave sole creative duties to a one-man band in Ted Horton late last year. Love it or loathe it, the supermarket singalongs and foam hands of the ‘Down, down’ campaign struck a chord with the masses and took the fight to Woolworths in a difficult year for retailers.

7. Tara Lordsmith, Simplot
Lordsmith won marketing program of the year at the Australian Marketing Institute awards for the launch of Quorn, a protein-based food for vegetarians. She was also behind what we think is one of the best ads of the year for John West Tuna.


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