‘The industry will grow again’: Renowned CMO rallies Aussie sector through ‘challenged’ period
Though the media and marketing industry is navigating a difficult period, one of Australia’s renowned chief marketing officers has stressed the importance of the sector.
Appearing on a new episode of Mumbrella’s one-on-one podcast series, former Southern Cross Austereo chief marketing officer, Nikki Clarkson, noted that the media and marketing industry is currently “challenged” with concerns including a cost-of-living crisis, budget cuts and staff redundancies. However, she believes that media “plays such an important part to our overall culture”.
“It celebrates those big moments in time,” Clarkson told host Neil Griffiths.
“And without the media industry, we’d be lost.”
Clarkson – who departed SCA in June after working with the network for over a decade – noted the success of the recent AFL grand final as an example of the Australian industry’s great work, which pulled a total TV reach of 6.228 million.
The match also drew the biggest ever audience for an AFL match on a streaming platform, with 7plus Sport reaching 655,000 viewers.
“I feel positive that the industry will grow again,” Clarkson continued.
“My recent experiences with audio… those audiences continue to grow, whether it’s radio or whether it’s digital audio, there’s no shortage of people consuming the media.
“It’s just a matter of the resources in each organisation and what they’re able to contribute to support their media marketing effort.”
Listen to the full podcast with Clarkson here.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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Merging ‘media’ and ‘marketing’ into one industry description demonstrates a lack of understanding of both concepts.
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