Westpac’s Toby Dewar joins MCN as customer engagement director

MCN has added to its leadership team with the appointment of Toby Dewar in the newly created role of customer engagement director.

Dewar joins after three years at Westpac where he was most recently head of group media, social and digital tech.

Westpac’s Toby Dewar has joined the team at MCN

In his new role with MCN, Dewar will reimagine how clients can innovate with MCN and the Foxtel platform, the company said.

At Westpac, Dewar was responsible for leading the media and brand strategy as well as managing investment levels across multiple brands. He worked on the build of the banking corporation’s Brand Moments platform and established bespoke agency model Media Lab.

Dewar also worked with marketing professor Mark Ritson to deliver a training and development program across the Westpac marketing and digital team.

Prior to his role with Westpac, Dewar was general manager of media, sponsorships and awards at Telstra, and ANZ media and sponsorship manager for McDonald’s. Previously, he spent over 10 years with media and creative agencies, including Ikon, UM and DDB.

Dewar joins the team shortly after the appointment of David Roddick as chief of sales. Roddick joined the business from outdoor company Adshel. He departed following Ooh’s acquisition of the business.

MCN CEO Mark Frain said the two hires would further support the company’s leadership team as it strives to approach the market in a new, more dynamic, way.

“David’s non-television background and now the appointment of a client-side expert, have been strategic moves to bring diverse perspectives to MCN so we can charter a new way of working with our clients and connecting them to the Foxtel platform,” said Frain.

“Toby has been re-imagining how Australian businesses leverage media, technology and creativity for over 20 years. He’s worked client-side at the very top level, helping brands like Westpac, Telstra and McDonald’s innovate how they communicate with, and market to, their consumer.

“With Foxtel’s investment and focus on building a better customer experience these next 12 months, and beyond, we see a role for Foxtel to be more than just an advertising platform for brands. Toby will help take clients on this new journey. He’ll work with MCN’s agency partners and their clients to clearly understand how Foxtel can deliver value to their businesses and better connect them to our viewers by developing new solutions and approaches that push the limits of what media can achieve. He’ll also support the MCN team to further understand the challenges facing marketers and distil these insights into products that can add value to the market.”

Dewar will report in to Frain and support MCN’s sales and partnerships teams. He will also take on a leading role programming and hosting sessions at Foxtel on Oxford for marketers and agencies.

“My career to date has focussed on working within categories that face significant change and structural pressure. To survive through change, organisations have had to evolve and respond to the changing expectations of customers and stay relevant and competitive. I am looking forward to sharing this experience and leveraging these insights at MCN and across the Foxtel platform,” said Dewar.

“I see a massive opportunity at MCN to strengthen how clients connect and integrate within the Foxtel platform, he said. “Making the move to media owner side allows me to apply my category thinking from Finance, Telco and Retail to other categories, and actively contribute to the evolution of the MCN offering and services in the market. There is a great sense of clarity and purpose that Mark and his team have for their business. This alignment and belief, coupled with a great sense of energy across the team, has opened up a unique and exciting proposition that I had to be a part of.”

Dewar will begin his role at MCN on Monday 5 August.


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