Vale former MLA marketer David Thomason
One of Australia’s most respected and accomplished marketers, former Meat and Livestock Australia (MLA) marketer David Thomason has died after a battle with illness.
Thomason was the marketer behind some of Australia’s best loved campaigns for the MLA including the ‘Red meat feel good’ with Sam Neill and Sam Kekovich Australia Day for Lamb, winning numerous industry creative and effectiveness accolades.
Matthew Melhuish Australian Effie’s Chairman said “I had the great pleasure and privilege of working with David for many years both as a client and as a colleague on the Effies. He always had a tremendous energy, a wicked sense of fun and an intense desire to drive sales and challenge convention.
“He was a brave client and would always back his own judgment in favour of provocative creative work. David was a very special man and will be sadly missed by many across our industry.”
Thomason started his career with Cottees foods in 1968 and stayed with the company for 20 years before moving on to George Weston Foods where he was marketing manager for a decade. He then moved on to the MLA in 1998 where he stayed for 12 years helping to grow the category with some innovative and much-loved campaigns.
More recently he was a board member of Certified Australian Angus Beef (CAAB), the Fisheries Research and Development Corporation (FRDC), and the Primary Industries Education Foundation, an organisation that provides leadership to encourage primary industries education in schools.
MLA’s central marketing & industry insights general manager Michael Edmonds paid tribute to his former colleague saying: “David was responsible for some of the company’s most successful campaigns that helped pioneer the reputation of red meat and made MLA respected in the advertising and marketing community.
“His influence over MLA’s marketing helped grow domestic red meat market value of for Australian producers. He steered some of MLA’s most iconic advertising campaigns including the dancing butchers and Sam Neill red meat nutrition campaigns and the award-winning Australia Day lamb campaign, all of which saw Australians’ relationship with beef and lamb grow stronger. ”
More recently David was a board member of CAAB, Fisheries RDC, and the Primary Industries Education Foundation (PIEF), an organisation that provides leadership to encourage primary industries education in schools.
David will be fondly remembered as a passionate and innovative marketer and supportive colleague who was committed to growing consumer loyalty for our products and the meat and livestock industry.
In 2011, after the death of Steve Jobs, Thomason penned this opinion piece on the problems of social media marketing.
David is survived by his wife Sue and children Josh, Drew, James and Edwina.
The funeral service for David Thomason will be held on Friday, November 28 at 2.30pm at the Camellia Chapel, Macquarie Park Cemetery, Corner Delhi & Plassey Roads, Macquarie Park NSW 2113. All are welcome to attend.
Some of his best known MLA work:
Very sad. David Thomason was one of the first clients I worked for and agree with Matthew…in this business you count yourself very lucky when you get to work alongside the likes of him. A very rare breed indeed. Condolences to his family.
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So so sad – such a great guy and former client.
His “I’d rather tame a wild horse than whip a donkey” attitude toward agencies and brave ideas always brought out everyone’s best.
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how very sad. I only knew David through some awards juries and panels I sat on with him but he was a lovely man – very polite, highly intelligent and incredibly professional.
what a shame that he was taken so young
A good man and a great marketer, David certainly brought out the best in those he worked with. He will be missed.
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A great loss. One of the bravest and most intuitive marketers I have had the privilege to work with and a thoroughly decent man. My thoughts go to his family.
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Very sad news. One of the best marketers I’ve ever had the pleasure to work with. Our thoughts are with his family.
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A true gentleman. A nurturer of talent. An astute Effies judge. And an intuitive marketer. His campaigns with BMF and The Palace will be long-remembered; as will his skill in herding the sheep and cattle farmers to unite behind and fund the advertising. Well loved and sorely missed.
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A wonderful man and a true advocate for the industry. He was one of our first mentors for Legends & Leaders and believed in helping the new generation of marketers be the best they can be. He will be truly missed.
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David was my very first client. I was’ bright eyed bushy tailed’ account manager at Connaghan & May on the Cottees account and David was the marketing manager. I had no idea what I was doing, and David knew it, but he was patient and supportive because he thought I had the makings of a good advertising guy. Our professional relationship extended across to Westons and MLA and it was always a pleasure to work with a real gentleman. But the most defining characteristic of David’s was his extended periods of silence when responding to a question or sometimes mid sentence when making a comment. It was always an awkward moment but more often than not, worth the wait. A great client who respected and supported our craft.
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so saddened to read this. David was a top marketer and an absolutely top bloke. I feel so lucky to have worked with him but so sad to hear of his illness. My thoughts are with his family friends.
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What devastating news. I regret that I did not spend more time with David. In the opportunities I did have to work with him, I found him inspirational. He was reasoned, creative and supportive. He was a man who valued talent and knew how to recognise it. He respected others and deserved the respect he rightfully received from others. We will miss him.
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A sad loss indeed. An inspiring humorous guy.
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