Vale former MLA marketer David Thomason

David Thomason_ 1One 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:


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