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IAG CMO reflects on toughest parts of the marketing leadership job Brent Smart highlights ongoing commitment to brand building Brent Smart Long-term brand building and distinctiveness are the hardest things for today’s chief marketing officers to accomplish, IAG’s Brent Smart says. Speaking at today’s Future of TV Advertising event in Sydney, the insurance giant’s CMO said his experience as a marketing leader over the last four years has taught him just how hard it is to stick to your guns on long-term brand building while in the job. “It’s because it is so easy to...

CMO profile: How Compare Club is zooming into the service comparison market We interview the marketing chief of the recently rebranded Compare Club to understand how this latest comparison digital marketplace is looking to differentiate For experienced digital marketer, Rich McPharlin, his decision to take on the CMO role at comparison service, Compare Club, was motivated by his positive impressions of the company’s culture and growth potential. But it was his recollection of his own experience with the business that led him to see the true opportunity it presented. Compare Club began li...

CMO Australia addresses the unique marketing, technology and leadership challenges chief marketers face as they look to align their own practices and insights with those of the business. We deliver this through news on online advertising, digital and social media marketing trends, exclusive chief marketing officers interviews, in-depth research and insights on the future of marketing.

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Herefords brings on former MLA marketing chief as CEO to spearhead five-year strategic plan Former marketing and insights chief is tasked with building out a strategic marketing and member engagement plan and value proposition Former Meat and Livestock Australia (MLA) marketing chief, Lisa Sharp, has taken the CEO reins at Herefords Australia. Sharp was most recently heading up marketing and insights for the MLA, where she spent five years and was credited as a critical contributor to MLA’s last two, five-year strategic plans. She also brings a wealth of marketing and communications expe...